With a lot of apps available for download from the app stores, most of the businesses know very well that out of millions of apps, a meticulous marketing strategy can be the only option to stand out in today’s market. When you are focusing on mobile app development, building an app that works smoothly could be the main factor for success. If the users are not aware that your app exists, the hard work would become worthless.
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You can read further to find out different stages of mobile app marketing strategy and the metrics to measure long-term success.
Pre-launch or the Awareness Stage
The awareness stage of a mobile app marketing strategy is the time before the product is launched. The stage is meant for building brand awareness and product visibility. Before considering the awareness stage, it is very important to have a proper understanding of the brand messaging and positioning. A brand should resonate with customers through its value and purpose and not through individual product features. Defining a brand position would provide the users with a chance to connect with the product on a deeper level. You can follow some of the steps provided below during this stage of the marketing plan.
Decide a release date
You have to plan well in advance to get adequate time to prepare for the launch of the product as it would allow you to foresee the contingencies that might occur.
Market research is essential to understand customers
Before you begin with any type of app development, you should identify the major players in your specific category the app belongs to. If your happy fails to address a user need, then the product will not succeed.
Competitive analysis is important
Make a list of your top competitors, the user experience pros and cons, current price, monetization model and so on. You should then consider what would make your app stand out from all the competitors. This can influence the entire app marketing approach.
Create a website or landing page
Mobile websites are a strong source of app installs. Creating a landing page before the launch of the app is standard practice now. Once a video is ready for your website, you could recycle the content by adding it to the app store or social media platforms or even make use of it in the ads. You could also show the five-star ratings and reviews on your website so that the visitors would be tempted to download and try your app.
One of the most overlooked aspects when it comes to marketing your mobile product is to contact publications, influencers and bloggers to secure backlinks and provide genuine reviews. You could make a list of relevant contacts and reach out to them to promote the app.
Promoting on social media
You could make use of different social media platforms which can help you expand your web presence and allow you to directly interact with the target audience. If your app aims at targeting people that belong to a particular age group, you could identify the social platforms that are most popular with people of this age and promote your app. You can post company updates and features that would bring excitement among the followers. You can create appropriate hashtags and make use of it in posts.
Formulate a content marketing strategy
Begin writing the blog months ahead of its launch. In that way, when it is time to launch, you would already become an authority in your niche with followers. You can start simple and write a launch post, share details about the feature of the app, add screenshots and videos.
It is very important to make use of various methods, be creative and refine your strategy. Try to aim at maximum downloads in the first week following the launch. The faster your app gets more downloads, the higher it would rank in app store search results. You could track from where the downloads are originating. You got that focus on the most profitable channels and help in improving the others. Here is a list of strategies that you could use to acquire users.
Once the app is launched, you could begin advertising on social media platforms which would be very effective for user acquisition. Based on your target audience, you should also consider various platforms. If you target your audience with the help of social ads, keep in mind that people have a shorter span of attention and that the ad should convey the message about the product in a few seconds.
App Store optimisation
It involves optimising the app store page to rank higher in search results and convert at a higher rate. Once your app is ranked higher in search for a certain keyword, it will continue to run for months. The higher your app ranks, the more visibility it gains. Increased visibility might lead to more downloads which would help the app get noticed by editors. Good app store optimization depends on various factors that include title and choice of keywords.
Most people would put a lot of thought into acquisition marketing but once the users are acquired and no one uses the app, the product won’t bring in business. You should develop a plan of action for retention marketing to convert your new customers into lifelong users. Given below are some of the strategies that would help in increasing retention.
Establish two-way communication
If your app experience is well-aligned with the needs and preferences of the users, they would use the product further. Brands communicate with the help of in-app messages. They are notifications that do not require immediate action but would be about information, announcements, payment failures, offers and so on.
They increase user retention. The higher the retention rate the better app ranking you could gain in the app store.