Mobile App Marketing: 7 Tips for User Acquisition and Retention
Marketing a mobile app takes more than just letting friends, family and social followers know that it exists, it takes dedication and a strong marketing plan. Creating a successful app is not easy; recent studies suggest that less than 0.01 percent of apps released in 2018 will be considered a financial success.
But it doesn’t have to be that way. If you want to create a successful app, a certain combination of marketing strategies should be implemented. By utilizing paid ads, social media marketing, app store optimization (ASO) and search engine optimization (SEO) you can increase downloads and help your app’s audience grow.
4 Strategies for Acquiring New App Users
1. Paid Ads and Target Marketing
Utilizing paid ad platforms such as Apple Search Ads, Google Adwords UAC and Facebook are great ways to increase visibility. They get your app in front of potential users with premium positioning, driving in brand awareness and increasing conversions.
If the apps’ target audience is specific, defining that target audience in a paid campaign can increase visibility even more for that particular group. The target marketing availability options vary amongst the paid search user acquisition channels. Some have demographics, psychographics, geo-targeting data and much more built right in, so advertisers should utilize and experiment with different options.
2. App Store Optimization (ASO)
The best mobile app marketing plan won’t mean a thing without a strong ASO strategy. Make sure your title, description, keywords, icon, screenshots and preview videos are updated often to keep your app fresh and positioned in front of more potential users.
Take advantage of holidays throughout the year and theme your app around them! Having special creatives for Christmas is great, but even smaller holidays such as Valentine’s Day or St. Patrick’s Day can have a huge impact on conversion and user retention rates.
3. Social Media Marketing
Grow and leverage your social media followers to help promote your app. Not only is it free marketing, but it also increases your credibility by word of mouth outside of your network.
To build out a social media network and gain new followers, consider creating a solid marketing strategy revolving around the app, with valuable content, interesting tweets, screenshots, videos or anything else that resonate with your followers. This value-added content will be appreciated and help build brand awareness and drive downloads.
Don’t forget to incorporate emerging trends for 2018 like live streaming on Facebook, YouTube or Periscope! This is a fantastic way to interact live with your audience and attract new followers.
4. Search Engine Optimization (SEO)
Having a website is another way to increase visibility for your app. A website can provide value-added content, screenshots, preview videos and links directing users to where to download your app. Giving users a home away from the app can help build trust and credibility, increasing the likelihood of them downloading your app. It can also increase user loyalty and keep them coming back.
However, if you choose to create a website proceed with caution. Without a proper implementation of SEO strategies, a website will never rank on Google and could potentially be a waste of time, resources and money.
3 Strategies to Retain Users
1. Push Notifications and Location-Based Notifications
While only around 50 percent of users opt-in for push notifications, they have been shown to increase user engagement by up to 88 percent, and user retention by up to 65 percent. Those numbers are hard to ignore! Couple this with location-based notifications that push an offer when you’re near a store and it can increase the chances of loyalty even further.
However, using push notification poorly, such as sending excessive notifications, can be irritating to users and may lead to an increased uninstall rate. Make sure to only offer users what they want, such as reminders for in-app events, special offers, or other content that adds value.
2. SMS and Messenger Marketing
SMS and Messenger marketing is a recent tactic that has been gaining popularity and has a great deal of potential. By bringing your notifications right into a user’s text message inbox or Facebook messenger, you can increase both user engagement and retention.
Just like utilizing push notifications, be careful to not spam users and make them regret giving you access to their inbox.
3. Value-Added Content
Value-added content is any content offered in-app (or linked to in-app) that offers value to a user. This can range from tips and tricks for a game to coupons exclusively for the app. The objective of this content isn’t to give users another reason to download an app, but rather a reason for them to use it over other, similar apps.
With a proper mobile marketing plan laid out and implemented, there is an increased chance of breaking out of that 99.99 percent of unsuccessful apps. It’s important to remember that the app market is ever-changing, and your strategies should too. With the mobile app marketing tactics covered here, you can drive in brand awareness, increase conversions, foster loyalty with current users and help your app grow.
Dave Bell is the Co-Founder and Chief Executive Officer of Gummicube. In this role, Dave is responsible for overseeing the business strategy for the company, driving growth and market development. Dave is a pioneer of the mobile entertainment industry with more than 15 years of experience publishing, marketing and distributing mobile applications and games across carrier, direct to consumer and app store channels.