With so many apps available for download on the various app stores like Google Play Store and Apple App Store, businesses need to create an effective marketing strategy to stand out in today’s app market. Companies must develop and build an app that functions properly and focuses on creating publicity for the product because if users don’t know that the product exists, all the hard work put into making it goes to waste.
Mobile app marketing is all about user interaction, and it is mostly about defining a target audience, learning how to reach them, communicating with them, and analyzing their behavior from the moment that consumers first learn about the product to when they become loyal users. It is all about catching the attention of potential customers also to implement word-of-mouth marketing to drive repeat engagement and get more people interested in the same product.
In this article, we will look at the stages and metrics of how to measure and drive long-term success through Mobile App marketing:
1) The Awareness/Pre-Launch stage
2) The Acquisition Stage
3) The Retention Stage
4) Steps for Continued Success
5) Goals and Key Metrics
The Awareness/Pre-Launch Stage
Effective Mobile App marketing strategies require planning in different stages. Even before the product is launched, the Awareness/Pre-Launch Stage builds awareness and product visibility. It is imperative that before the product is launched, companies already have an understanding of their brand messaging and positioning, and it should give users a chance to connect with their product on a deeper level.
Outreach initiatives are also vital when trying to get the word out there about a new product. Companies should create a media list of essential people like influencers, publications, and bloggers relevant to the industry or niche to secure backlinks and provide honest reviews.
For any product launch, the first step of any marketing strategy is to determine a release date. Planning gives companies adequate time to prepare for their hard launch, and it also lets them create a crisis management plan to let them foresee any problems that may happen. They need to think of every possible situation, like a possible strict review process for the app that might delay the release.
Not doing market research properly is a common pre-launch mistake. So, since this stage is all about raising awareness, the next step is to conduct the appropriate market research to understand potential customers. It is crucial to identify the key players and possible competitors in the specific app category; they need to see whether the app addresses potential consumers’ needs.
Through market research, companies can discover who their target user is, their value, and the positive points they will experience with their product. They can establish a user persona, including the user’s demographic, background, mobile preferences, interests, and unique identities. By outlining the target audience with user personas, companies answer essential questions like:
- What platforms work well and are best to leverage paid advertising?
- What tone, voice, and content style resonate well with this audience?
- Will users pay for apps or make in-app purchases?
Companies need to think about what makes their app stand out against their competitors. They need to conduct a competitive analysis because apps will always have competition; the study should include a list of top 5 competitors, their current price, a monetization model, the app store ranking, user experience (UX) pros and cons, and notable reviews.
Another way to build hype around a new app is to have a website to do early search engine optimization (SEO) and start building domain authority. When a website is set up, they can keep followers and customers updated and let them know when their mobile app launches and new updates and features. Reviews are also a great way to let people see the authenticity of the product.
Along with having their organic website, companies can use social media platforms like Facebook, Instagram, Twitter, etc. to expand their web presence and directly communicate with their target audience.
2) The Acquisition Stage
The app has been launched; now, it is time to keep interest high. Companies can do that by utilizing different methods, being creative, and continuously refining the marketing strategy. They should aim to get as many downloads as possible in the first week after the app launch. The quicker the app gets downloads, the higher it will rank the App Store search results. App Store Optimization makes an app more visible to potential users, which can help get the app noticed by editors.
Getting featured in the App Store is a way for companies to show that they have an effective marketing strategy; it offers excellent potential for apps to increase their visibility and downloads, resulting in lower acquisition costs, more engaged users, and increased revenue. App Store curators review every app every day, so companies should create a convincing pitch that shows what the app does and how it is unique.
3) The Retention Stage
One the app has already acquired users, it is now time to develop a plan of action to keep the users and new customers and make them into lifelong users because if no one uses the app, the app doesn’t yield business. Something to remember is that the more aligned the app is with the user’s needs and preferences, the more likely the user will continue using it.
In-App messaging is one tactic that companies can use to see user retention more frequently. These messages are merely notifications about app issues, payment failures, or version updates and do not require immediate action. Push notifications are another way because users who opt to receive push notifications have exhibited an 88% higher app engagement than those who haven’t. The higher the retention rate, the better the ranking in the App Store. Providing mobile-specific rewards, specialized content access, coupons, special promotions, and other offers are just some incentives that companies can provide to users to drive conversions and encourage engagement.
Steps For Continued Success
When people use an app frequently, it is a sign that they have made a connection with the app, which is positive for any company. In this digital age, reviews and feedback can make or break a product. It is crucial to allow users to give their honest opinion and feedback to see what did well and what needs to be changed.
A burst campaign is another way to have continued success when it comes to product marketing. While being stable in App Store rankings is acceptable, a burst campaign is great and very popular if companies want to rise in App Store ranks. The idea behind it is to provide exposure for an app by creating paid media that consumers can purchase for only a short period of time. It is similar to “Keeping Up with the Jones” or FOMO (fear of missing out). When consumers see that something is only available for a short period, they will jump on the opportunity to be a part of it.
Word of mouth marketing also works well in this kind of situation, and offering users a bonus or benefit when they are promoting the app online is a way to get the word out there.
Set Goals and Track Key Metrics
To measure whether a marketing strategy is effective, companies need to set goals and track the increase in the App Store ratings over some time. Some key metrics that need to be measured include churn rate, daily active users, session length, time in-app, session interval, and cost per acquisition. Each element will help determine what worked and what didn’t.
Companies should also try to define key performance indices (KPI) and focus on real-time data to analyze and optimize the apps’ performance.
Creating a mobile app, along with a marketing strategy can be stressful and time-consuming. There are so many other things that companies need to focus on without that added stress. So, employing professional companies like Pressfarm can help public relations and create everything needed to build a successful marketing strategy.
It is imperative to understand that the world is focusing on digital marketing instead of traditional marketing and mobile apps are a huge part of the digital marketing strategy. Developing an effective marketing strategy is very important, and it is smart to split the strategy into different stages so that companies can focus on everything dedicated to that specific stage.