The mobile app market is growing so fast today that you just can’t keep up. In the last two years alone, the number of apps on the largest app store, i.e. Google Play increased from 2 billion to 3.3 billion (source: Statista). While that’s good news from a developer’s perspective, it also means that the competition has intensified as well.
Today, an average mobile user installs around 80 new apps and uses only half of them (source: AppAnnie), which means that the users are spoilt for choices although the demand for new apps is high as well. Thus, you need a comprehensive app marketing strategy to ensure that not only do the users locate your app easily, but they also download it on their devices too. Ideally, it should include the main features that are used in app marketing in 2019 as explained below.
App Store Optimisation (ASO)
If you know anything about Search Engine Optimisation (SEO), then wrapping your head around App Store Optimisation (ASO) won’t be too difficult as it borrows many of the same principles that are associated with the former. It focuses on using appropriate metadata, keywords, description, etc. that improves your app’s ranking on the app stores organically. However, you must first learn how different app stores work as they rank the apps differently.
For instance, the content of user reviews plays a bigger role in Google Play than App play as the users can see keyword snippets. Similarly, if your app has videos on the landing page, it will have a huge impact on the conversion rate in the App Store as the videos are set up to “autoplay” here and they are also shown in the search results, unlike Google Play.
It’s really important that you create a positive and engaging experience when a user downloads the app for the first time. This is because the apps that have a well-thought-out onboarding strategy in place tend to enjoy a better customer retention rate compared to those that don’t. The reason is simple, proper onboarding helps a user to learn what the app has to offer. It saves them time, and increases their odds of sticking around.
Some of the things that you want to keep in mind when devising a user onboarding strategy include:
- Welcoming the users with a tutorial screen
- Offering an incentive when the users sign up
- Providing an interactive tour of the app if appropriate
- Giving the option to “skip” the onboarding
You can’t underestimate the power of reviews on app platforms. This is because a large number of users check the reviews and ratings of the apps before they actually hit the download button. So, if your app has a low rating or too many negative reviews, then potential customers may turn away from it.
As the app marketplace is becoming crowded by the day, one of the best app marketing practices that you should follow is to focus on customer reviews. There are many ways you can go about it:
- To improve your app’s reputation, you must first know how it’s performing. For that, you can use tools like AppFigures for detailed reports on how users engage with the
- Pay attention to bad reviews. If there are complaints, try to resolve them as soon as possible to create a positive user experience and protect your brand.
- Solicit positive app reviews. Use analytics tools to identify the “happy” users that are likely to give a good rating.
- Spam app reviews are undesirable and don’t contribute to your brand’s reputation. So, it’s better to have them removed as soon as you find them.
Social Media Marketing
Social media marketing is highly effective if done right as you can easily customise your campaigns on the basis of your target demographic i.e. their age, location, etc.
While you can use social media to directly advertise your app and increase market penetration, you can use it to improve brand reputation as well:
- You can engage with your target demographic in a more casual environment on popular platforms like Facebook to record their feedback.
- You can run engaging contests to create hype.
- You can also use social media listening tools to stay in touch with the market’s general sentiment about your app. This can help you modify the campaigns for faster results at lower customer acquisition costs.
While there are many features available in the top app stores that you can use to market your apps, they are not enough if you want the best results. Instead, you must leverage a variety of off-store marketing channels that can enhance your app’s visibility on the web in its entirety, preferably with the help of app marketing experts. Some of these channels include:
- Guest Blogging.
- Press Releases.
- A professional website dedicated to the app.
- Influencer marketing on social media, blogs, etc.
- Email marketing.
App marketing 2019 is very different than the app marketing that most app developers are familiar with. Today, you have to work on app marketing strategy as much as you do on developing the app itself. This is the age of analytics after all, where app marketers compare measurable results, rely on metrics and big data to achieve their goals. Most importantly, ASO has just started to expand and grow, and will soon metamorph into an app marketing entity that competitive apps won’t be able to do without.
If you want your app to do well in the market, then you must start gearing up for the competition as soon as possible. By planning your app’s marketing strategy in advance, you are less likely to receive a lukewarm response at the time of launch. Moreover, it will be easier for you to modify your campaign based on the feedback.