It seems nearly everyone has an app now, so to get yours noticed and downloaded, you’re going to need to do some serious mobile app marketing. But where do you start? Here are the top 5 ways to effectively market your mobile app, from app store optimization to advertising.
1. App Store Optimization
One of the most important things you can do to get your app found in the app stores is to make sure you optimize your listing.
App Store Optimization is similar to SEO. You’ll want to make sure your app name is clear and describes what it does. ‘Headspace: Guided Meditation’ is a good example of an app name that includes a key search term. A clever name might penalize you in search results, though you can overcome that obstacle if you use some of the tips mentioned below.Ensure that your description includes the target search words for the task your app does. Need help figuring out good search terms? Google’s Adwords Keyword Planner lets you search to see what search words people are using.
2. A Targeted Website
Create a special site that has one goal: to convert people interested in your app into active downloads.
You can include a blog about your app’s industry and solution, a teaser trailer, and screenshots that show the app from the ground up.
(You guessed it, you’re going to want to start working on this long before you launch.)
If you’ve got a great name that doesn’t completely describe what your app does, a website can help you build awareness of that name so people know what to search for when you do go live. Slack is an example of an app with a title that doesn’t say anything about its actual purpose, team communication, but it has good awareness because they’ve marketed the name.
One of the most effective mobile app marketing tools is word of mouth — and when that word of mouth comes from influencers your target audience knows and trusts, it can be crucial to your success. It can also help you build awareness of your app’s name, as your affiliates share the name with their networks. Develop relationships with the people your audience follows. It’s not fair to ask someone who’s never heard of you or your app to help launch it. Make sure it is easy for your affiliate network to promote your app. Give them a suite of images and messaging they can plug and play.
4. Social Advertising
As an app producer, you have a wealth of advertising options available. Social ads allow you to target people based on what they’re talking about, what interests they have, and whether they fit your target demographic.
You can use the advertising tools on Facebook, Twitter, Instagram, and Pinterest to build a group that fits your ideal customer. Balance cost per click/impression against your total advertising budget to set a daily goal.
5. App Store Advertising
These ads show up at the top of search results, much like the ads that top your Google search results. You can target keywords as well as user details, combining the best of social search and app store optimization.
Because you’re going after people who are already searching for an app like yours, the conversion rate can be higher than social ads.
Mobile App Marketing Bonus Tip: Customer Service
If you get a fair number of downloads, you’re likely to get reports of bugs, features that don’t meet expectations or just plain negative reviews. Stay on top of these so you can get a reputation for providing good, timely service and quickly rolling out updates to fix bugs and add asked-for functionality.
Ready to launch your app? We can craft your mobile app marketing strategy to produce and optimal ROI. Contact the team to find out how we can help.
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Adam cultivated the creation of an industry leading $300M affiliate program and also worked as a marketing consultant on the start-up team of a now publicly traded commercial energy brokerage firm. He was one of the first media buyers on Facebook, and also among the first to work in the SAG-AFTRA New Media (WebTV) industry, serving the online commercial and content needs of major Hollywood studios.
Adam holds a BA from Southern Methodist University and a MS in International Marketing Management from Boston University.
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