Let’s start this article with a question?
What according to you, is a Successful Mobile App?
The most common answer that someone can expect in this scenario would be:
“An app that has unique features, a good User Experience, doesn’t lag much and takes care of the user’s privacy.”
What if I tell you that majority of apps belonging to a certain category would have the above-mentioned features:
And, in spite of that, they are uninstalled/ not used by a user within one to three months of their download.
In fact, it can be harmlessly said that out of the 8.93 million mobile apps operating today only a handful have managed to create a loyal customer base.
“It’s not just about the app anymore, it’s also about how effectively you carry out your mobile app marketing strategy”
The above statement is something that app developers of today need to strictly abide by if they wish to create a successful mobile app.
Are u a current or aspiring app developer??
If yes, then at the end of this article, you would surely develop an in-depth idea as to how you can effectively devise your mobile app marketing strategy.
What is Mobile App Marketing?
Mobile app marketing refers to effectively interacting with an app’s users throughout their entire lifecycle, i.e. from a time a user comes to know about your app till the time he becomes a regular and loyal user. App marketers conventionally use the marketing funnel to devise various ways of communicating with the app users throughout their journey.
Mobile App Marketing v/s Digital Marketing: The Basic Differences
(1) The Final Goal
Although the marketing channels used are almost similar, there is a drastic difference between mobile app marketing and digital marketing.
A Digital Marketer’s primary motto is to ensure, whether a lead is finally converting on his website or not.
A “Conversion” can be anything such as subscribing to the website’s database, booking an appointment or purchasing a product.
That’s not the case with Mobile App Marketing:
For every app marketer, the final goal is always to make sure that the app gets the maximum number of downloads.
However, the real challenge begins afterwards.
Since their inception, mobile apps irrespective of the category have faced inherently low retention rates.
Therefore, for an app marketer, the final goal is to make sure that a minimal number of users leave the app.
Or in words to keep the app’s churn rate as low as possible, something that we will talk about later in this article.
On the other hand, a digital marketer’s main motto is to increase their website’s visibility and nurture visitors throughout their journey on the website.
(2) The funnel
The age-old marketing funnel based on which every marketer creates content is also quite different when it comes to mobile app marketing.
The following pictures compare the Conventional Marketing funnel to that of the mobile app marketing funnel.
Digital Marketing Funnel:
Mobile App Marketing Funnel:
So,what’s the perceptible inference that can be made from the above pictures??
It’s the fact that the mobile app marketing funnel is way more aggressive and fast-paced than the conventional one.
Although both the funnels commence with customer awareness, the mobile app marketing funnel dives straight into the acquisition and the retention parts.
The Conventional funnel on the other hand has a relatively relaxed approached and is more about nurturing the visitor before the final conversion.
The Final Takeaway:
From the above marketing funnels, it can be deciphered that mobile app marketing requires a much more action-oriented approach.
In other words, app marketers SHOULD NOT focus a lot on creating content for brand awareness, or content that is information-based.
They should focus more on creating content that guides the user to undertake a certain action on the app namely downloading content, signing up or completing a transaction, etc.
How to Create a Pre-Launch Mobile App Marketing Strategy?
It’s really difficult to predict whether an app would be successful or not, post its launch.
Something that is always uncertain is the manner in which an app’s target customer base would react when the app finally goes live.
What Should a Pre- Launch mobile app marketing Strategy aim for??
To Make Sure that the app gets maximum downloads to post its launch and for the initial three months.
It’s best to commence with the app’s pre-launch strategy a minimum of 3-4 months prior to its release.
Here’s a Step by Step Guide for You:
(1) Drafting the Ideal Value Proposition Statement
Creating the Value Proposition is easily one of the most critical elements when it comes to launching a new app.
The Value Proposition statement significantly drives the manner in which your users perceive your app and its functionalities.
If your Value proposition is not in sync with the functionalities you offer, then you are leaving your app highly vulnerable to mass uninstalls.
Creating the perfect Value Proposition:
Here are a few guidelines that you can follow
- Be Short and Crisp: An average app value proposition statement ranges from three to eight words.
- Convey exactly what you are offering, no beating around the bush.
- Create high-quality posters that consist of your statement, brand colors, and screenshots of your app interface.
- Prior to marketing your value proposition, make sure to test run it.
Here are a few examples of killer value propositions created by successful apps:
(2) Building the Initial Trust
No matter how unique and useful your new app may be, it would inherently lag behind when it comes to the trust factor.
That’s because it’s only after an app has spent a good 2-3 months in the market that it can garner enough positive reviews to shape a user’s perception about it.
Therefore it’s imperative that app developers get their app reviewed by certain micro-influencers prior to the launch.
Other than building up the much needed Initial Trust, collaborating with micro-influencers can benefit your mobile app marketing in the following manner:
Maximum Reach: There is no other marketing medium that can provide your app with a massive customer reach within a short time period.
Highly dedicated Customer Base: Most micro-influencers have a customer base that consists of people who are highly interested in their content.
This is unlike celebrity influencers who are followed by a lot of people just because of their celebrity status.
Therefore collaborating with a micro-influencer in this scenario would make your app reach out to people who will have a high interest in knowing about and using your app.
This would ultimately lead to better download and conversion numbers and help you meet your mobile app marketing goals.
Whom Should You Collaborate with?
- YouTube channels that review apps
Here’s a list of the top youtube review channels that you can collaborate with.
- App Review Websites
Here’s a list of the top App Review websites that you can collaborate with.
- Tech youtube channels:
Here’s a list of the top tech youtube channels that you can collaborate with.
(3) Systematically Spreading the Word
Prior to your app’s final launch, it’s important that people start talking about it.
So how can you initiate and encourage such discussions through mobile app marketing??
Well, the most effective strategy is to build relationships with writers, journalists, and bloggers who have a reader base that is in accordance with the people whom you are trying to reach.
How to get in touch with the right people:
- Leveraging Google News
Google news can help you get in touch with ideal bloggers who can make your app reach out to the correct audience.
What you need to do is to search for news and articles regarding your competitor app and the bloggers and reporters that have written about them.
Subsequently, you can connect and ask them to do a similar story or put a sponsored article regarding your upcoming app.
9 out of ten times they will agree to it as they have reviewed similar apps in the past.
- Google Image Search
The Trajectory you follow here is very much similar to that of google news.
Do a google search with your competitor’s name. Go to the images section. Once you reach the image section you would find various websites that have written about your competitor.
Image Source: betterbuys.com
The above is an example of a review conducted by BetterBuys.com of the Evernote App. In a similar manner, you can connect with such websites for a paid/ unpaid review of your app
There are strong chances that such websites would be interested in your app as well since they have already written about your competition.
- Using HARO
HARO or Help a Reporter Out is an online platform where writers and journalists can ask queries regarding certain topics that they are covering.
Individuals who consider themselves as experts in those topics can reply to the queries with elaborate answers.
In return, the journalist provides a shoutout/mention to that individual or his brand in his story.
Lookout for journalists who have asked queries that align with your app and provide comprehensive answers to these queries.
This is a great way to get your app mentioned in stories that have a huge reader base.
How to pitch to journalists and bloggers?
Always ensure that you make it quite easy for them to find information about the app.
So don’t just send them your app’s website link and expect them to take screenshots and write about your app.
Instead send a promo video, a media kit, or even a calendar link to schedule an interview where you can tell them about your app in detail.
(4) Creating the Initial Web Presence
There are quite a few reasons as to why it is crucial to have a website prior to launching your mobile app:
- Firstly it provides a great platform to showcase your upcoming app’s Value Proposition.
- Secondly having a website makes its way easier for the press and bloggers to find and research your app.
- The third and most important reason:
Having a website would help you to capture emails and create an initial subscriber base.
A subscriber base that is interested in your app would help you to gain maximum downloads and positive reviews immediately after your app’s launch.
Making Customers Subscribe
Prior to launching your app, there are primarily two ways in which you can build up your Subscriber Base:
- Landing Pages on Your Websites
Image Source: Theme forest
It’s best to go for a landing page tool in this scenario. Most landing page tools have options for creating special landing pages that are catered towards acquiring early customers.
Here’s a list of the best Landing page builder tools that you can choose from.
- Launching lead Generation Campaigns on Social Media
Pre- Launch lead generation campaigns should primarily be about communicating your value proposition/ major benefits on social media.
It should include a high-resolution screenshot of your app’s most interesting and unique page followed by a sign-up CTA.
(5) Leveraging Social Media
It’s a no brainer that you have to make full use of social media platforms by creating your app’s official account and posting regularly.
However, there is always a certain limit to which you can spread the word on social media through continuous posting.
As a part of the pre-launch strategy, you need to reach the maximum amount of potential users possible.
Therefore it’s best to use a Social Media Awareness tool that can make you reach out to the maximum number of people within a short time span.
Image Source: websiteplanet
A Social Media Awareness tool firstly allows you to build a campaign on site. It then connects your campaign to interested people who would sign up to promote your campaign.
Doing so they provide the tool with the permission to post about your app’s campaign from their social media accounts, on the day it is being launched.
Once you activate the campaign, posts will automatically get shared through these people’s accounts.
This can help you to increase your app’s reach by multiple times.
Here’s a list of Social Media Awareness tools that you can choose from.
Designing the Push Notification Strategy
When it comes to Mobile App Engagement, push notifications are next to none.
You can send out push notifications for a wide variety of needs such as special offers, sending out critical information, reminders, and remarketing to your user as well.
Comparing Push Notifications to its closest Rival, “SMS”
Here are a few reasons as to why you should choose push notifications over SMS when it comes to mobile app marketing:
· Firstly push notifications are relatively less intrusive than SMS and can also be sent to a customer without audible alerts. Thus they are much respectful of the user’s privacy.
· Secondly Push Notifications experience an 88% higher engagement rate than SMS.
Push Notification Basics:
(1) The Ideal Day and Time
When it comes to mobile app marketing, there are certain days of the week that would give you the most bang for your buck.
Tuesdays and Fridays rank the best.
Monday and Wednesday come close second and Thursdays and Saturdays at the third place.
You should generally avoid reaching out to your customers on Sundays as they have the lowest response rates.
Other Factors to Consider
Time Zone Differences: If you have an international User Base, you need to schedule your notifications accordingly.
Don’t end up sending a notification at 5 am in the morning.
Customer Personas: As an app developer, you would primarily target a certain group or groups. The most common user groups include the working class, students, housewives, young mothers, senior citizens, etc.
Events: Something that you need to ensure is that your notifications are keeping in mind the events/festivals occurring throughout the year.
This is to avoid situations where your notifications can go fully unnoticed if it falls on a busy festival day.
Secondly, keeping track of events would also help you to special offers, especially for those events where your app’s service category can gain a lot of traction.
An education app can send the following notification to its users a day prior to when a certain exam is to be conducted.
” Hope your preparation is going well. Here’s a list of the Most Important Topics that you should positively prepare. “
This can be followed by a link to download the content
(2) The Ideal Length
Long words and long sentences are a big turn off when it comes to Push Notifications.
In fact, Short Push Notifications are known to have higher Click-through Rates
The Following Picture compares the Click-Through Rates with the Number of words a Push Notifications has:
Image Source: Goodfirms
From the above picture it can be inferred that if you manage to keep your push notifications below 10 words, they would garner the highest CTRs for your mobile app marketing campaigns.
However its practically not always possible to effectively communicate with your customers in such few words.
Therefore it’s best that you try to keep the length of your push notifications between the 12-15 word limit.
This would allow you to effectively communicate and garner high engagement rates as well.
(3) Using the Correct Words
Your Choice of words can surely make or break your mobile app marketing campaign.
What you write has to catch the user’s interest, create sufficient curiosity, and spark a desire in him to learn more, all at the same time.
Therefore other than your overall message which should be highly interesting, you need to use certain words that have been known to garner high engagement when it comes to using push notifications in mobile app marketing.
Here’s a list of words that you should positively include in your notifications:
Push Notification Best Practices
Here’s how you can get the best results for your mobile app marketing through push notifications:
(1) Always be Direct
Never try to beat around the bush with push notifications.
Unlike emails or social media posts, push notifications are no place to engage your audience in a wholesome manner.
How should you communicate?
Use direct and simple language that is bereft of any jargon or “Harvard level words”.
This should always be followed by a CTA
Ensure that your mobile app marketing message primarily communicates the following two things:
- What is the notification about?
- How would a user benefit if he clicks on the notification?
(2) Be Strategic about Opt-ins
Opt-in notifications can be regarded as the first point of interaction between your app and a new user.
Therefore it’s crucial that you have a cautious approach when it comes to curating and sending opt-in notifications.
Sending an opt-in notification within 10 to 20 seconds would easily make your user perceive you as a spammy app.
In this case, the user would either
- Ignore the notification,
- Or get pissed off and just leave your app.
When to send the opt-in notification:
Here are two suitable scenarios when you can send an opt-in notification:
- When the user has spent a good 1-1.5 minutes on your app.
- When the user undertakes a meaningful activity on your app. For example, downloads a piece of content or puts a certain item in the cart or makes a transaction.
Creating the opt-in message:
It’s quite obvious that your message should be short crisp and appealing.
Other than this you need to answer two major questions with your opt-in notifications:
- Why should the user opt-in to receive your app notifications?
Image Source: mindbody.com
- What kind of messages would he get if he opts in?
Image Source: onesignal.com
Finally, It’s your call whether you answer both the questions or any one of them.
(2) Create a Sense of Urgency
Your primary aim should be to convey a vibe of scarcity through your push notifications.
This in turn would trigger the FOMO amongst your users and invite them to take quick actions.
There are two elements that you need to keep in mind if you wish to create such notifications for your app.
They have to be Action Oriented:
Your notification should clearly communicate the next step that your user should take if they wish to avail of a certain discount or download a piece of content from your app.
An action-oriented copy can easily get more response as compared to a normal copy as it prompts users to take actions.
The best way to have an action-oriented copy is to provide a short and meaningful CTA at the end, as shown in the mobile app marketing campaign below:
They have to be Time Sensitive:
A push notification would never be taken seriously if it doesn’t have a “Time Limited” element attached to it.
As mentioned in the earlier points Push notifications are no place to engage your audience in a comprehensive manner.
Users inherently perceive push notifications to be medium that communicates something of an urgent/immediate nature.
However, on the other hand, it’s not always possible to send time-based push notifications. For example, some notifications are sent just to share a piece of information with the customer.
Make sure that majority push notifications that you send have a “time-limited element” in them, i.e. they expire within 24 to 72 hours of sending.
Here’s an ideal example of a Mobile app marketing campaign:
(3) Personalize as much as you Can
Personalization, over the last few years, has been a lifesaver for almost every marketing medium out there, and push notifications are no different.
Over the past few years, brands have been extensively resorting to hyper-personalized communications when it comes to email and push-notification campaigns.
Gathering Data for Personalization:
No matter what that marketing medium is, the data gathering procedure remains the same. Every brand uses a CRM, CDP or a personalization software to systematically data.
Creating Personalised Push Notifications
Based on the consumer data you have gathered, the following are the types of push notification campaigns that you can conduct:
Here are a few ways in which you can carry out a personalized mobile app marketing campaign:
- Behavior-Based Notifications
This involves sending notifications based on certain specific activities conducted by a customer on your app.
You can use such mobile app marketing campaigns either for:
- Upselling after the consumer has made a purchase
- Or for encouraging the user to make the purchase on a product he has shown interest in.
For example, here’s a push notification sent out by H&M to a consumer after he has purchased a jacket from their store.
- Location-Based Notifications
Such mobile app marketing campaigns provide certain offers to the customer when they are near your store.
This is in order to trigger them to make purchases.
Such notifications can also be used to provide information/ offers to the user based on his current location.
- Cart Reminders
These notifications are primarily sent for two purposes.
Firstly when you have to remind a customer regarding certain products that he has kept on cart and encourage him to purchase them.
Secondly when you have to inform the customer that the products he has kept on his cart are on discount or any other related offers.
- Event-Triggered Campaigns
These notifications are primarily sent for two purposes:
First, Cart Reminders i.e. notifications sent in order to avoid cart abandonment. Something we have discussed in the previous sections.
Second, Reengaging with Inactive Customers: Inactive consumers are a harsh yet common reality for almost every app out there.
That’s because today’s customers enjoy with numerous choices. There are way too many brands that are selling similar products which makes it really hard to customers to stay loyal to a particular brand.
There are two ways in which you can reengage with your inactive customers through such mobile app marketing campaigns:
- Providing them with exclusive time-sensitive offers as shown in the example below.
- Sending them a highly interesting message that intrigues them to return to your app. Here’s an ideal example of a push notification sent by Quizup.
Managing your App Reviews
Your app reviews are the primary driving factors when it comes to how a user perceives your app prior to downloading it
Both Apple, as well as Google, heavily rely on the ratings and the number of positive reviews an app has to determine its usefulness and decide whether to rank your app amongst the top results for a particular category.
Here’s a Detailed Guide as to how can you minimize negative reviews and convince people to say good things about your app:
(1) A “Buggy App” is a big no
Downloading an app and being met with numerous bugs is one of the worst mobile experiences possible.
The above photo well and truly corroborates the fact that app users have a very low tolerance for Buggy Apps.
The most common outcome, in this case, would be the user deleting the app immediately and make your app’s review section explode with negative comments.
That’s why is absolutely crucial for app makers to have a systematic bug testing mechanism both before and after the app’s launch. Secondly, apps should be tested for bugs on multiple devices.
Squashing Bugs: Pre App Launch
The most effective way to detect bugs prior to your app launch is to let users try out your app through a Mobile Beta Testing Platform.
Such platforms allow your app to be used by a select few individuals who can provide valuable feedback regarding those areas in your app where they have found bugs and other shortcomings.
In this manner you can significantly reduce the risk of bugs before launching your app:
Here a list of 5 best beta-testing tools that you can use for pre-launch bug detection.
Squashing Apps: Post App Launch
When it comes to post-launch bug detection, it’s best to go for mobile analytics software.
(2) Customer Support
One of the biggest challenges for app marketers is to successfully bridge the communication gap between dissatisfied users and the app.
Owing to their privacy policies, both Apple and Google make it less feasible for apps to interact with their users.
An inevitable outcome of this is disgruntled app users letting out their anger by writing loads of negative app reviews.
Here are two ways in which you can bridge this communication gap through mobile app marketing:
- In-App Messaging Support Systems
These tools not only provide excellent customer support by allowing you to communicate with your users directly within the app.
They also encourage satisfied users to leave positive reviews on app stores.
- Creating a private User Community on Slack
This is a mobile app marketing tactic that you can carry out with your app’s early users.
Develop a private community on Slack where users can have direct access to the team that is behind the mobile app. In this way, they can share their thoughts and feedback, report bugs, and receive customer support.
This private channel can stop users from sharing their negative experiences openly through app stores and ratings.
Such private channels are a win-win for both sides.
App developers can reduce their chances of dealing with negative reviews, similarly, users can enjoy direct access to people who have built the app.
(3) Strategically Getting Reviews
The main motto here is to ask for reviews without hampering the user experience.
However, majority of apps fail when it comes to having a non-intrusive approach to soliciting reviews.
It’s quite often that we see mobile apps putting up review requests at the wrong place and time.
For example: Let’s say a user has downloaded a certain app to give it a try, and even before he has the chance to do something meaningful, the app asks him to leave a review.
Most people in such a scenario would ignore the request or get annoyed and leave the app forever.
The Key Takeaway:
You need to wait for a user to undertake a meaningful activity on your app. It’s only after this that you can request him to provide a review.
For example, in the case of an educational app, a meaningful action would be a user downloading a certain piece of content like a pdf or video, etc.
At this moment it can be said that the user is somewhat satisfied with your app and therefore it’s a good time to ask for a review.
The Smarter Way:
Heard of two-tier pop-ups?
A two-tier pop up is a great way of not letting negative customer reviews reach app stores.
As shown in the above example you can provide two options to the user: “ RATE” and “ Send Feedback”
If the user does not have any issues with the app and presses the “rate” button then you can send them to the app store to leave a review.
If they have any issues with the app and select the “feedback option”, then you can provide them with an option to directly share their feedback either through email or through an in-app messenger.
(4) App Release Statements
This is a relatively rare yet effective mobile app marketing strategy that you can try:
Send release notes to your users when you are updating or making certain changes to your app.
This is a great way of making your users know that you are relentlessly improving the app.
Your release notes can include a few words about the updates you have made and how would this provide a better experience for the user.
Now, when it comes to android you can go a step further and can become a bit promotional with your release notes.
Here’s an ideal example: ” Hey we have squashed some bugs and updated our latest technology– kindly provide our latest update with a review!!”
However, Apple would most likely not allow such releases to go ahead. Although there is certainly no harm in in trying it.
App Store Optimization (ASO)
ASO is very much similar to SEO. Just like when you need to rank content on google you need to systematically optimize it, ASO is all about ranking high in the app stores searches and charts to drive more downloads.
Following are the major ASO Factors that you need to consider if you want a higher app store rank through mobile app marketing:
(1) Keyword Research
Both Google and Apple stores have algorithms that use keywords to rank apps for a certain category.
Therefore it’s crucial that app developers provide appropriate keywords in the app title as well as the description.
Choosing the Right Keywords:
Prior to finalizing the list of keywords that are appropriate for your app, you should consider the following three factors:
- How much traffic do these keywords Generate?
- How difficult it is to rank for these keywords?
- How many apps are currently using these keywords?
It’s best that you carry out your keyword research with an ASO Tool. They would help you in finding as well as evaluating the keywords for your app.
If you are looking for free options then Google and Apple analytics are the best choices.
However, if you are looking for paid options then here’s a list of the best app analytics tools that are available to help you with your mobile app marketing.
How Google and Apple approach Keyword Ranking:
When it comes to the Google Play Store, you are provided with a comfortable 4000 characters limit for your keywords.
However, you should never go for Keyword stuffing and try to jam as many keywords as possible to your title/descriptions. This can easily get your app penalized
To maximize the likelihood of your ranking, choose one keyword that you consider the most important among others, and repeat it five times in your app’s description.
Don’t try to create an app description that only caters to store algorithms. Make sure that your description is appealing and makes sense to the person reading it.
The app store has a very strict character limit of just 100 characters when it comes to keywords.
This indicates that you need to have a more cautious approach to choosing the most appropriate keywords.
Make sure you use the allotted character limit to the fullest.
Here are a few Keyword Best Practices that you should positively imbibe in your mobile app marketing strategy:
(2) Choosing the App Title
The title is your app’s first point of interaction with the user.
Therefore it mandatorily has to be exciting and should include a keyword that brings in massive amounts of traffic.
How Google and Apple Approach titles:
The play store provides you with a 30 character limit to frame your title. Therefore you have to be quite concise and to the point when it comes to naming Android Apps.
The app store provides you with a massive 255 character limit to frame your title. This means that you can be quite elaborate and detailed with your keyword usage when it comes to naming apple apps and boost your ASO.
(3) The App Description
This can be regarded as the third most important element of your ASO.
Once the user clicks on your app title, it’s fully up to your app’s description whether he would proceed with the download or not.
- Writing the “About” Section:
The best way to write the “About” section is to put yourself in your customer’s shoes.
Here are a few questions that a customer generally asks prior to downloading a certain app, and these are the questions that you need to answer:
- What does this app exactly do?
- What are the problems that it would solve?
- How will this app help me or make my life easier?
- Why should I pay for this app? (if its paid)
- App Screenshots
When it comes to encouraging a user to download an app, screenshots are ranked second most important element, after app ratings.
Here’s a list of the best app screenshot making tools available today to help you with your mobile app marketing:
Here’s a list of the ten best app screenshot tools if you are looking to consider further options.
- The App Preview Video
Video content inherently has the ability to gain better engagement and mobile app marketing is no different.
Your app’s preview video can be a great platform to provide hands-on experience to users regarding your app.
So what exactly should you include in your preview videos??
It’s best to showcase the overall in-app experience from start to finish including every screen the user would go through in his journey of using your app.
Make sure that your app’s UX is looking satisfactory and is in accordance with what the user is looking for.
Step by Step Guide to Preparing your Preview Video
- Firstly, create storyboards of the most exciting and intuitive sections of your app that can make it stand out from the crowd.
- For this, you can focus on the best features of your app, which you have also mentioned in your written description.
- Find and list down the most appropriate scenes for this, and also determine the timings that every scene has to be allotted. This is to ensure that your video does not exceed the time limit provided by the app google and app store.
- Your primary aim should be to ensure that your users are provided with an idea of your app’s journey.
Keep in mind that most of your customers would view the video on autoplay with their audio muted.
Therefore, you need to provide text overlays on important parts of your video to ensure that your viewers are getting the right idea about them.
Also, restrict your videos to the app itself, don’t waste your valuable seconds showing happy people using your app. Such marketing tactics have become quite obsolete now.
(4) Choosing the Right app Category
There’s a massive population of app users who browse for apps by categories.
It’s due to this that you need to choose the categories where you are placing your apps so that they have a better chance of getting noticed and ranked as well.
There’s a pretty common dilemma that app developers often face while putting their apps into categories:
And that’s the fact that “an app can be an appropriate fit for not one but multiple categories”
Your best option in this scenario is to go for the least competitive app category. This would give your app a better chance of ranking among the top names.
Secondly, you should check out the total worth of the top apps that rank for each category and place your app in that category where the top apps have a lower value.
This would award you with a better chance of ranking.
What you shouldn’t do:
Putting out your app in an irrelevant category is wrong and can be detrimental.
It can either lead to your app being rejected by the stores or users reporting your app.
(5) The App Icon
An app’s icon also plays quite an important role when it comes to ASO.
A flashy, unique, and eye-catching icon would always gather a user’s attention and make him open the app to know more.
What you should keep in mind:
Just because you like your app’s icon doesn’t necessarily mean that user users would like it.
Therefore it’s advisable that you test a minimum of 3-4 variants of your icon before your app’s final launch.
Also, make sure to choose an icon that is most representative of what your app actually does.
(6) Evaluating your Actions
ASO is something that is really hard to get right in the first chance.
A common situation app developers face post their launch is an unsatisfactory App Store Ranking.
Faced with such a situation you should focus on assessing and making changes to the following.
- Keywords: The keywords you have selected might not be correct or relevant.
- Description: It may happen that your app descriptions, screenshots and preview videos are not that persuasive.
- Category: You might have listed your app in the wrong category.
- Icon: your app’s icon might not be that appealing and needs some tuning.
Keep In Mind
If you are facing multiple issues with regards to your app rankings, it is necessary that you diagnose them one at a time and then wait for a few days to ensure if the changes that you made have made any impact or not.
Never try to solve multiple ASO issues at once.
(7) App Analytics
Analytics can be arguably regarded as the most crucial part of ASO.
If you are interested in improving your mobile app marketing, then it’s mandatory to measure it in the first place.
What should you measure?
- Sources of your traffic: android/IOS, locations
- In-app User Task Completions: For example content downloads, sign-ups, transactions, etc.
- Which user segments are converting the most: So that you can ascertain what kind of users you should try to engage more.
- Finding out where your highest-converting users come from.
- Tracking different page UIs within the app so that you can collect behavioral data as well.
- Key App Metrics which we will thoroughly discuss later in this article.
Other Crucial Mobile App Marketing Strategies
(1) Promote Your App With Paid Advertising
It’s a well-known fact that organic marketing takes time to show results.
Therefore if you want to make your app reach out to a wide number of people within a limited time frame, you just have to go for paid mobile app marketing mediums.
Primarily there are two platforms where you can advertise your app, Google (PPC ads) and Social Media.
Types of paid ads that you can use in mobile app marketing:
- Installation Ads: They provide a user with a direct option to install the app from the ad platform.
- Lead Generation Ads: They are primarily used for email onboarding and ask users to sign up to the app by providing their email addresses.
- In-App Purchase Ads: These ads directly link to an in-app purchase page in your app. They are really effective when it comes to converting unpaid users to paid ones.
- Content-Based ads: These ads provide a link to a piece of content that is present on the app’s website instead of the app. Such ads are a great option when you have to filter out your irrelevant and disinterested customers and finally end up with a narrow and interested customer base.
Important Factors to Consider
- Create a Relevant Ad Copy
So what does the word relevant exactly mean in this scenario?
In simple terms, your ad image and text should be able to clearly communicate the benefits that your app is providing.
This should be followed by a CTA whose wording should encourage a user to immediately click and proceed.
- Always target a narrow audience group
Most ad platforms would provide you with an option to specifically decide your target audience.
Make full use of this option. Try to chalk out your most relevant customer base in terms of demographics, psychographics, interests, etc.
This would inevitably reduce the overall reach of your ad campaign, but you would be able to communicate with a customer base that has higher chances of converting.
- Always Keep Track of your ROI
Paid advertising is a field where quantity matters. The more you show your ads on platforms the more leads you will generate.
But it just doesn’t mean that every lead you generate would bring in some form of revenue. There is a high chance that you may end up paying for ads that are generating useless leads.
Therefore it’s necessary that you measure the CPI (Cost per install) when it comes to paid advertising.
For every dollar you spend on an ad, make sure that you are earning more than a dollar back in revenue.
This revenue can be in the form of paid subscriptions, in-app purchases, etc.
Don’t go for paid mobile app marketing if you are not generating consistent revenue from them.
However, an exception would be if you are a new app and are focussing on acquiring your initial customers through paid mobile app marketing.
In such a case although you won’t get back what you are investing but would surely get an insight into what sort of customers you need to target in the future.
(2) A/ B Testing
When it comes to Mobile App Marketing, A/B testing refers to testing two or more versions of a certain change or improvement in the app and see which version brings the best results.
A “change” can include a lot of things namely:
- A marketing message,
- A change in the app design,
- A different app logo, screenshots or preview video
- Different Search Keywords
- New Landing pages/ CTAs
The ultimate goal of A/B testing is to improve app conversions or increasing the number of users who download the app/make in-app purchases.
When Should You NOT go for A/B testing?
If you have less than 1000 conversions on your app, it’s better not to go for A/B testing.
That’s because it would be quite unclear whether the increase in your conversions are actually due to the changes made or just random.
A/B testing ideas
Here are a few common A/B testing ideas that you can involve in your mobile app marketing to increase conversions.
You can create two or more different versions of the ideas and A/B test them to know which create better conversions:
- App Store Screenshots: You can add “3-5 word” captions that clearly explain the benefits provided by your app.
- App Description: The ideal format to write an app description is “ awards(if any) followed by main benefits, testimonials, an initial CTA, detailed description, and the final CTA.You can test multiple types of app descriptions based on this format.
- Test different versions of your app logo using different contrasting color palettes like black-white, blue-red, green-yellow, etc.
- Try out different versions of your app with Facebook ads. For example changing the CTA, tagline, or ad image. You can use the winning headline for your app store page.
(3) Localizing Your App
There are specific countries where you would find it quite lucrative to release your app in their native language.
There are a plethora of reasons why it’s really fruitful to localize your app and its Metadata in accordance with certain countries.
Firstly, it’s quite prevalent that the majority population in a certain country doesn’t speak English. In such a case, releasing your app in the local language is the best way to effectively reach them.
Secondly, it may happen that the citizens of a certain country speak English, but when it comes to searching the App Stores, they tend to use their local language.
Depending on the keywords that you have chosen, you can have less ASO competition for a native language.
Marketing your app to people in their local language would be effective as it would provide people with a relatively more personal touch.
What Should You Translate?
- You App Store Page
- Keywords, descriptions, screenshots
- App User Interfaces
How to effectively translate your app?
Well, the best way is to go for websites that provide professional transcription services.
Rev.com is a ideal example of a professional transcription service providers which is quite affordable as well.
Finally after you are done translating your app, its crucial that you get it checked by a native speaker. This is to make sure that the tone and message is approriate and is in accordance with your brand voice.
Measurement and analysis is everything in the app industry.
Simply running an app without making a systematic review of its performance is just not possible in this cut-throat competitive world.
It’s only through analytics that you would be able to unearth those elements where improvement is necessary and improve your mobile app marketing.
Tracking KPIs or Key Performance Indicators has always been the most rewarding trajectory for apps to analyze their performance:
Here are a few crucial KPIs that you should positively measure:
(1) Session Length
Session length refers to the total time a user spends on your app.
How Does the KPI help with your Mobile app Marketing?
The average session length provides you with an insight as to how valuable and engaging your app users to find your content.
Having a lower average session length is suggestive of the fact that you need to conduct some research or A/B testing to better understand your user’s preferences.
Also, the average session length varies from industry to industry. For example, it’s ideal for movie streaming, social media, and e-commerce apps to have an extremely high session length.
However, on the other hand, a very long session duration for ride-sharing apps like uber is bad as it means that they are not able to serve you on time.
In simple terms, a “Sticky app” is something that has really good content. And due to this content, a certain user keeps on visiting the app over multiple occasions.
A high stickiness ratio indicates that more users are finding your app useful and are returning to engage with it.
A high stickiness also suggests that your app has a lower user turnover/churn rate.
The ideal stickiness ratio irrespective of the app industry is 20%.
(3) Screen Flow
Screen Flow is a measure of what screens your user is visiting, how long do they stay on each screen and what screens do they usually exit from.
How Does the KPI help with your Mobile App Marketing?
- Tracking your screen flow is the best way to find out that stage in your app where most of your users are exiting.
- Secondly, it also allows you to ascertain whether your app’s layout confuses your users.
- Finally, screen flow also lets you find out whether your users cycle back and forth between screens or whether they are skipping a certain step during the overall process or not.
Here’s how a typical Screen Flow Report Looks Like:
Image Source: Medium
You can track the number of exists by each screen on your app, the path user take through various screens, and also the total number of users visiting each screen.
For example, you can track exits by screen, find out the navigation path users take through different screens, and the total number of visits for each screen.
All this information can be used to enhance your app’s User Experience either by correcting issues, improving the functionality, or making the overall flow a bit smoother.
Here’s a list of app analytics platforms that allow you to track the screen flow.
(4) Retention Rate
Retention Rate refers to the percentage of users who have returned to their app after their first visit, i.e a two-time user.
A one-time user who installs your app and never returns or uninstalls it can never be regarded as an actual user.
How Does the KPI with your Mobile app Marketing?
Retention rate is majorly useful to ascertain whether the app updates that you are making are successful or not overtime.
For example: If you release a major update to your app and your retention rate goes up, then you can be rest assured that you have done the right thing.
However if your retention rate goes down post the update, then its an indication that your update is not working satisfactorily and you need to make further changes.
(5) Cost per Acquisition
As the name suggests, CPA refers to how much you have spent to acquire a single user.
Your aim should be to keep your CPA as low as possible.
Once your CPA exceeds your Consumer Lifetime value, it indicates that you are losing money on every install or on every app user you acquire.
Obviously, this is not a good sign and suggests that your mobile app marketing is not being able to acquire customers in a cost-effective manner.
(6) Consumer Lifetime Value
CLV refers to the ultimate value/revenue that you can get out of a single app user throughout his lifetime.
CLV can be regarded as the primary revenue metric for your app and can help you determine whether your app is generating sufficient revenue overtime or not.
Other than this, CLV also helps you to know whether you are spending more acquiring customers or not.
If the former is true, you need to ensure that either you are increasing your CLV, or lower down your Cost Per Acquisition
Secondly, CLV also helps you to identify your most loyal and valuable users so that you can engage them separately through targeted mobile app marketing tactics.
(7) ARPU (Average Revenue Per User)
There’s a very subtle point of difference between CLV and ARPU.
While CLV helps you measure the average revenue your users would generate over their lifetime, APRU tells you the average revenue that a certain user is generating at the moment.
Formula: Lifetime App Revenue till now / No. of Lifetime Users of the app
An advanced version of the ARPU is the ARPPU. This will allow you to separate your customer base into two segments, namely paying customers and customers who have not yet done a transaction with your app.
This can help you to ascertain the real value your paying customers are bringing to the business.
Formula: Lifetime Revenue of the app till now / No. of Paying Users
(8) AOV (Average order value)
AOV is the amount of money a customer spends on every single order that they place on your app.
AOV can help you with evaluating your current app pricing and mobile app marketing strategies.
Keep in Mind: AOV is the revenue per order and NOT the revenue per customer.
Calculating the AOV would surely help you in reducing the user acquisition costs of your app. It makes it feasible to increase your app’s overall revenue without increasing the acquisition costs.