There are many app marketing techniques that can be used to promote a mobile app. The choice of particular ones is dictated by multiple factors, such as – type of app, marketing budget limitations, specific goals marketers need to achieve, specific local market peculiarities. The most common ways are:
PR campaigns in media to secure coverage
App Store Optimization
App install generation campaigns to boost app ratings on the App Store / Google play marketplace
User acquisition campaigns via Social Media, ad networks, affiliate networks
Ads on TV, radio, print ads
What stages are there in an app marketing campaign?
A mobile app marketing strategy has three major stages – pre-launch, launch and post-launch.
The pre-launch stage implies writing a general marketing plan, beta testing & focus group testing, budget allocation, as well as creating an app marketing copy – text, graphic and video materials that will be used to present an app on the App Store / Google Play, as well as in the app’s promotion in various marketing channels – tech media publications, review sites, to drive downloads via social media platforms and so on.
The launch stage covers the immediate time period when an app is released on an app store. The crucial goal of this stage is to achieve an app’s visibility the App Store / Google Play, the desired outcome to be featured on the Top Charts, to stand out the competition.
The post-launch stage is dedicated to supporting the app’s level of discoverability for its target users and growing its loyal customers use base. Because of the well-known problem virtually all app developers face at one point, which is a high app user churn rate, all marketing activities on this stage are focused on retaining users and increasing revenue an app generates. ROI or Return-Of-Investment as important for mobile app business as for any other business. Therefore during this third stage app marketers aim to achieve a positive ROI and make their app business profitable.
The first part of the funnel covers app exposure and discoverability. It includes app marketing techniques to drive native, with App Store Optimization, and paid traffic, with paid solutions to drive traffic on the app stores, affiliate networks and social platform. The important aspect of this stage is mobile users consideration, for an app be preferred to other competitive apps it needs to get influencer referrals, 5-star ratings and positive reviews, as well as media and blog coverage.
Conversion is a crucial part of the funnel, it defines how well people, who discovered a particular app, become its users. To achieve a high level of such conversion, a mobile app should be optimized to provide a smooth, easy-to-get-started user experience.
Customer Relationship & Retention is the next part of the app marketing funnel, it incompasses personalized communication with app users, product updates, rewards to encourage app users loyalty.
How much does it cost to promote an app?
A typical mobile app marketing campaign price comprised of a marketing budget allocated on user acquisition, brand awareness raising, advertising campaigns creatives (text, graphics, video) producing. Given that different mobile apps have different users and the price of reaching these users does varies as well, it’s not feasible to calculate a specific price tag for a mobile app marketing campaign in general.
Essentially the better app targeted audience defined, meaning app marketers has lots of information about how are these people, their interests and so on, the cheaper it is to reach these people and engage them with an app.
How do you launch an app?
A proper marketing plan is the starting point of a successful app launch. Such plan should cover the following aspects – target user profile building, budget allocation, marketing creatives development, setting goals to achieve on different stages of an app life cycle.
The crucial component of a good app launching strategy is to create an anticipation of an app release on a market, so once an app is released, people who are genuinely interested in app download it and it creates a critical mass of downloads for an app to be ranked high on app stores Top Charts.
App discoverability is issue that app marketers should tackle from the day one. For a mobile app to be discovered by its targeted audience in a short term, it’s crucial to get an app featured by Apple or to get it ranked high on the Top Charts. Ad networks that provide app installs generation service play a crucial role in securing enough downloads for an app to be ranked high. There are many steps app marketers can take to increase their app chances to be featured by Apple, some of these steps are described here.
In a long run App Store Optimization is essential for an app to grow its user base over time and preferably to acquire loyal users who will continue to use an app long after they downloaded it.
A quality app marketing plan should include the following components:
Target user profile building
Defining what steps should be taken during Pre-launch, Launch, Post-launch app marketing stages
App development roadmap that defines features development and ways to loop a app users feedback back into app development process
Growth hacking strategies ongoing research and development
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