It seems like every business has an app now.
In fact, there will be an estimated 5 million apps available by 2020 which means that the Apple App Store is due to grow by over 70%.
The majority of apps aren’t downloaded and many of the apps which are downloaded on a users’ device are only used a handful of times. This presents problems for businesses because even though the app market is big and there is huge potential to make money, how do you effectively market your products and services through apps?
We are going to have a look at 3 app marketing plans as well as some tips for launching your first mobile app marketing campaign.
Why create an app marketing plan?
There is a very basic reason for this – with a solid marketing plan in place you will be in the best position to target the people you want and your business has a much higher chance of succeeding.
You might have just had a snazzy new app developed but what good is it if you can’t reach out to the users you need to drive business growth? In the UK, 59% of digital purchases are carried out with a smartphone or tablet and this trend is continuing worldwide.
Ensure that you have a cost structure planned out so that you know how much you can afford to spend use this strategy alongside your existing marketing efforts such as your website and social media content.
Apps present an effective way in which to reach out to potential customers, but what strategies work for user engagement, retention and success?
We are going to show you 3 app marketing plans to give you a better idea.
#1 Use incentive-based ads
Mobile pop up ads are dying out and they are often one of the most ineffective methods in which to convert users into customers. Just 19% of app users stated that pop-up ads were viewed positively however incentive-based ads scored far higher.
It can also mean that companies generate far higher revenue from showing ads. For example, some gaming apps now show skippable advertisements however if the user watches this ad then they get a reward at the end such as a small monetary amount or tips to progress within the game.
More and more businesses should look at incentive-based ads for marketing their products and services. They are looked on much more favorably than intrusive pop-ups or ad’s that can’t be skipped and they should be a part of app marketing strategy in 2018.
#2 Push notifications boost retention
Far from being annoying or intrusive, push notifications can actually massively boost your retention levels.
Many businesses spend big bucks on acquisition but hardly put any of this time, effort and money towards retention. Would you rather have 10 new customers that only buy a product once or 5 new customers that not only buy a product or use your service once but come back and do it time and time again? Looking to the long-term should be a cornerstone of any business and it is an important part of a successful app marketing strategy.
Rather than sending out random push notifications at different times, look into an optimal-time approach where push notifications are sent to a users’ device when they will be likely to actually open them and engage with the app. Is someone going to open an app due to a push notification at 9am when they are probably struggling to get work on time? Probably not.
Make it memorable and eye-catching rather than generic and test what times suit best for your audience. This is a handy guide for using push notifications as part of your app marketing strategy.
#3 Location-based app marketing
Lastly, we have location-based marketing which has been shown to be very popular and effective in user engagement, sales and growth. While a common misconception is that it can come across as ‘creepy’ and invasive, this isn’t shown by users who enjoy that they are sent information based on where they are.
The strategy consists of sending personalized advertisements based on the location of the user. Response rates can be 5x higher with location-based marketing that simply sending out generic ads. For example, Whole Foods have used this to send special offers to smartphones when that person was close to or in the store itself.
Instead of just pushing ads on a random basis, geo-specific targeting of customers and offering deals based on where they are will result in far higher engagement and ultimately sales.
Tips for Launching Your First Mobile App Marketing Campaign
Now that you know 3 effective app marketing strategies that work and get results, is there anything else that should be done to ensure that your campaign gets off to a good start and maintains this progress?
First of all, make sure that your app actually works and is useful to the people that use it. There is no point in marketing an app if it doesn’t work as it is intended. People will just delete it if its buggy. Also, don’t rely on mobile app marketing in itself. Run this alongside your existing marketing efforts such as your website, social media platforms and whatever else you use such as blog outreach.
App marketing is an incredibly powerful way in which to promote products and services in a variety of ways. With location-based marketing, incentivized ads and push notifications you can really reach out to a huge number of potential customers. This will improve app engagement and user retention.
The mobile market is going away anytime soon. The opposite is true and it is expected to grow and prosper in the coming years. It has always overtaken other methods of buying goods and services and any marketer should begin their first app marketing campaign or implement these ideas into their existing strategy to ensure that their business stays relevant in 2018 and beyond.
Posted by Aleksandra