The number of mobile app downloads is expected to reach 258.2 billion by 2022, according to Statista. This reflects an almost 26% increase over the 205.4 billion reported in 2018. This poses a major opportunity as well as the biggest difficulty for performance marketers: how to acquire the biggest portion of that pie feasibly.
However, fresh installs aren’t the only metric that matters to marketers. Those fresh installs must be obtained at a reasonable cost – and of sufficient quality to contribute to engagement, retention, and, eventually, income. Consider CPA, LTV, DAU, MAU, and other metrics.
So, in order to optimize user acquisition outcomes and ROI, where should you focus your mobile app advertising efforts – and where should you put your budget?
Here are eight strategies about how to market an app that can help you optimize ROI and meet your KPIs:
1. Start with App Store Optimization (ASO).
ASO is the most important stage in any user acquisition plan. Even if you run the most effective paid ad campaign in the world, if consumers who click on your mobile app advertisements are sent to a low-quality app download page with inadequate information and design, there’s a slim chance they’ll install.
Here are a few strategies for effective ASO in mobile app marketing
1. Begin with an appealing app icon and a memorable title.
2. Create an app description that is both clear and appealing (full and short).
3. Choose screenshots that are instructive, coherent, and well-designed. To make your app stand out, consider making a mobile app promotion video.
Encourage customers to rate and review your app, and reply quickly to any bad feedback. To help reduce bad ratings, include a support contact on your app store page.
Improve your app’s rating by carefully selecting keywords. The importance of relevance cannot be overstated.
2. Make the Most of Your Mobile Website.
You probably already have an SEO plan in place if you have a website and a mobile website. Why not utilize this cost-effective and successful route to funnel people into your app, where can app ads run, where they’re more likely to convert?
You can grab site visitors and effortlessly push them into your app by using deep-linked smart banners. Personalized app banners will help you boost your web-to-app conversion rate by up to 2X.
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3. Activate Social Media Interest: One of the most significant step in mobile app marketing
- Social media, both sponsored and organic, is a great tool for reaching a wide audience of potential app users.
- Sharing information on social media is quick and straightforward, but tracking performance for organic and paid posts across key platforms like LinkedIn, Facebook, Twitter, and Snapchat may be challenging.
The good news is that you can guide people to information within your app using deep links, even after they’ve installed it. This method will help you achieve your goals.
4. Encourage Referrals
Consumers trust referral mobile app marketing 92 %, according to Annex Cloud, and are 4X more likely to buy a product if a friend or family member suggests it. Referrals provide a tremendous chance to reach new audiences of highly engaged potential customers who are ready to buy.
But one big issue is correctly crediting the effectiveness of referral programs.
One option is to employ deep-linked referrals, which automatically apply rewards and provide tailored experiences to new and current customers without the usage of promo codes. We’ve seen companies increase conversion from referral to sign up by 31% as a result of this better referral experience.
Allow sharing from within the app to promote mobile referrals, and consider giving rewards in the form of discount vouchers.
5. Reactivate Dormant Users
You must devote time and resources to retain and engage new app users in addition to capturing new app users in this step of mobile app marketing. Otherwise, the ARPU generated by your mobile growth plan is likely to disappoint you.
According to Localytics research, 21% of mobile users quit an app after only one usage, so you may expect a rapid dropoff of users if you don’t have a good re-engagement plan.
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6. Participate in public forums and answer questions
According to Statista, Google handled 10.34 billion search requests in October 2018. Many of these searches are in the form of a question, which will most likely lead the user to a website like Quora, StackOverflow, or Reddit. However, there is a catch.
Since 2015, the amount of Google searches conducted on mobile devices has surpassed those conducted on PCs in ten nations, including the United States and Japan, according to Google. These figures provide you the chance to use your app as a solution to those queries.
While you should avoid being overly self-promotional in this planning of mobile app marketing, addressing queries that your target consumers might be searching for on Google is a great approach to increase overall brand awareness.
7. Make Email Mobile-Friendly
According to Statista, the Apple iPhone email app accounted for 29 percent of all email openings in 2018, followed by Gmail with 27 percent. When it comes to reading email, mobile is increasingly the platform of choice.
Even more enticing? According to Yes Lifecycle Marketing, a big name in mobile app marketing estimated that mobile orders accounted for 33% more email-driven income in 2017 than the previous year (totaling 46 percent of all email-driven revenue), whereas tablet and desktop orders fell by 14% and 18%, respectively.
As a result, app promotion emails must drive traffic inside the app in a measurable way. One method is to use deep links in emails to increase email-to-app traffic and improve the consumer experience. Instead of sending new customers to your mobile website, deep-linked emails may direct them to the app store to download and then to in-app content.
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8. Make the most of paid mobile advertising
Global media ad expenditure surpassed $628 billion in 2018, according to eMarketer. The majority of the money was spent on paid mobile advertising, which is a very successful, predictable, and scalable means of mobile app marketing
According to eMarketer, mobile advertising accounted for 67 percent of digital in-app advertisements and 29 percent of overall media advertising in 2018. Why should you donate to this ever-increasing total? Because of the flexibility and control that mobile advertising provides, you can increase the amount of lucrative, high-quality installations within a given CPA.
These ideas should have provided you with a solid starting point if you want to learn how to market your app and the best app advertising techniques. To stay focused on mobile app marketing, it’s always a good idea to develop a marketing plan.