1. Devote the resources that your app requires.
However, once you’ve reorganised your marketing budget to allocate more money to your mobile apps, you’ll need to figure out how you’ll spend it. Not only must your app’s adverts and promos be unique and interesting to consumers, but they must also be continual.
You may run out of steam (read: funds) by the time the major end-of-year push happens if you don’t plan your app marketing strategy and spend accordingly. Your goal should be to keep your app visible in major marketplaces all year. For example, you might allocate a portion of your money to significant spending holidays to enhance visibility and guarantee that your customers see your app when you need them the most.
2. Don’t be sucked into too many different paths.
Your separate divisions may be battling for app space and domination in the same way that your entire company is. The larger the company and the more distinct departments it has, the more people who believe your mobile app (and its marketing plan) is their domain.
Rather than having internal squabbles about property lines, bring all of these parties together into a single team. This will not only gratify individuals who believe they should have a say or control over app marketing efforts, but it will also increase the success of those strategies.
It may not be easy to align the goals of all of these distinct departments, but with constant communication and regular meetings with team members, you will have a lot higher chance of reaching all of these objectives while reducing power battles. Plus, when it comes to developing and executing these app marketing initiatives, you’ll have extra hands on deck and creative input.
3. Collaborate with a mobile marketing expert as part of your app marketing team.
Regardless of how much knowledge and competence your advertising/marketing department (or your ad agency, if you don’t handle these responsibilities in-house) possesses, mobile marketing is a new battleground with a new set of skills and technology. Even digital marketers aren’t always aware of the difficulties that mobile users experience. Optimizing your marketing efforts to achieve optimal rankings, app usage statistics, targeted media buying, and other issues are just a few of them.
If working with a mobile marketing technology supplier is within your budget, you should discuss it with your team or any outside firms that handle your app marketing efforts. This may spend up a significant portion of your cash, but going all-in will give your app the highest chance of success and a top ranking in app stores.
4. Promote the experience rather than the app.
In the past, it was more acceptable to sell the app itself when companies created applications for the sole purpose of having an app for their consumers to use. That is no longer the case because you are no longer trying to sell viewers on the app. Instead, you’re pitching them on the app’s user experience. And, more crucially, how that experience differs from and outperforms every other mobile experience they’ve experienced before.
By no means is this a novel concept. Consumers today seek out brands that provide the most basic of experiences. In fact, when consumers are not bombarded with confusing information, they are more likely to make a purchase. When you’re writing your store descriptions, keep this in mind. Instead than touting all of the app’s features, focus on how it will make users’ lives easier.
Customer experience has become a front-running concern for businesses across practically every industry as a result of the strategy of promoting the experience rather than the software. Don’t just market your app; it’s no longer enough.
5. Boost your app to the top naturally
Paid media buys may undoubtedly improve your app’s ranking, but ultimately, you want consumers to find and install your app on their own. Ad-supported users and organic users have a symbiotic connection in the app store. The better your rank in the app stores and, as a result, the more visible your software is to potential organic users, the more downloads you acquire from media placements.
Ultimately, your goal is to create the ideal balance between ad expenditure, app store ranking, and organic downloads in order to obtain your app’s optimal rank. To put it another way, you want to convert as many organic users as possible to get the most bang for your buck. The highest feasible rank is not the optimal rank. It’s simple to pour a lot of fuel on a fire and get a large blaze, but your burn rate will be far too high to sustain, and you won’t see a positive return on your ad investment.