Stats on today’s mobile usage and app downloads make mobile app marketing seem like fishing with dynamite. Over 52% of global web traffic is now from mobile phones compared to only 16% in 2013. Increased mobile usage aligns with surging mobile app downloads, which is expected to surpass 200 billion this year.
As optimistic as the numbers may seem, it’s not easy getting users to install an app, and it’s even harder keeping them engaged afterwards.
Here are four smart mobile app marketing practices to follow.
App Store Optimization (ASO)
Google Play has around 3.3 million apps in its store and the Apple App Store over 2 million. With thousands upon thousands of apps being added to these stores each month, gaining visibility is a challenge. However, the more app installs you can generate, the better chance you have to be seen and further capitalize on the momentum.
Just like with SEO, you’ll want to include core keywords on your app store page; your app name, your subtitle and your app description. Keep your description compelling and to the point while making sure keywords naturally flow within the copy. You’ll want any app screenshots and graphics on your page to showcase the experience your app offers. Be sure your images will look good on mobile screens as well.
Finally, the more positive reviews and ratings your app has, the better your chances of showing in search results. If you’re getting installs but no ratings or reviews, try personally reaching out to users to gather their feedback and entice them to rate or review your app.
Leverage Blogs and Publications
Is your app in a widely written about niche? Can you think of newsworthy angles for your app? If so, become your own public relations specialist and reach out to bloggers and writers with a short pitch on your app and why it’s unique.
This strategy will require a lot of elbow grease, but even a few write-ups on your app can mean hundreds or thousands of installs. To find blogs and publications in your niche, do an exact match Google Search for blog roundup lists in your niche — for example, “best hospitality and tourism blogs.” Make a spreadsheet of each blog and start formulating your (brief) pitch. Additionally, searching for “app review sites” or “app review directories” can give you another list of sites that could feature your app.
You can do parallel searches to find sites that allow guest posting, or follow this in-depth guide to identify guest blogging opportunities.
Targeting and Re-engaging Users via Personalized Ads
Getting users to install your app is a huge win, but much like getting a new job, the work has only begun. As per Localytics, 21% of users abandon an app after one use, and 71% of app users churn after three months.
By sending tailored remarketing campaigns to inactive users via email, display ads or social media, you can reverse some of your users’ churns. Make sure to factor various user data points, like behaviours and interests, into your ads for maximum effect.
Plenty of mobile marketing companies like Liftoff also specialize in targeting lookalike audiences with personalized ads to not only drive installs but target users who are most likely to engage—and stay engaged—within an app.
Engage with Online Communities
Sites like Reddit and Quora, and to a lesser extent, Facebook groups, can be helpful places to promote your app because the users on these sites are heavily engaged and info-driven. You’ll need to provide value to give your app a chance to resonate with these users.
If on Quora, thoroughly answer questions within your speciality, and when the opportunity naturally arises, mention your app or what you do. On Reddit, seek out specific subreddits related to your niche and earnestly ask users for feedback. You might not win permanent installs this way, but you’ll know what you need to improve while heightening your brand awareness among countless users. Perform Google searches to find specific forums related to your niche and make your intro by asking those communities for feedback on your app.
While many strategies and hacks exist to market a mobile app, these four strategies are cost-effective and bound to build a buzz around your app. At the least, you’ll have solid feedback for future improvements.