A mobile app marketing plan is essentially about increasing awareness, conversions, and user retention. It is not difficult to capture target user attention, but the trick is to maintain that attention for a long time, so you use that time to sell your app and turn visitors into app users. Such a strategy is more helpful now than ever if you want users to notice your app in highly competitive app stores like Apple App and Google Play store.
A survey by Statista found that Google Play has over 3.5 million apps, while the Apple app store has nearly 2 million apps. You will need a mobile app marketing plan that can make your app stand out in such a competitive market. It is possible to do it independently by using marketing tools and mobile app marketing best practices that you will learn in this blog, or you can hire a marketing strategist and PR specialist to simplify the job for you. Nevertheless, the crucial thing to remember is providing real value and presenting that value through unique creativity is the best way to conduct mobile app marketing.
How to Plan a Marketing Strategy for Your Mobile App?
The number of smartphone users in the United States is estimated to reach 316 million by 2024, compared to 302 million in 2021. Therefore, you need a marketing plan for mobile apps that can help them outperform the competition (in the Apple app and Google Play store). So, how do you market an app? Planning mobile app marketing includes two phases – the pre-launch phase and the post-launch phase.
The Pre-Launch Phase of Marketing
The pre-launch phase is when your app is ready to deploy and you need to do marketing for app launch to generate buzz about the arrival of your application.
The Pre-Launch Phase of Marketing
- Research the Market
- Build User Personas
- Create a Website/Landing Page
- Create an Email Marketing Strategy
- Create a Content Marketing Plan
- Determine a Monetization Model
Research the Market
Market research related to your app is something you must have done while building the app, so this step should be easy. It will allow you to identify factors that will work for your app and ones that will not.
It is best to find as many unique points about your app as you can through your market research. Use anything you can to gather data that will help you highlight the uniqueness of your app.
- Go through content like blogs, social media posts, ads, and YouTube videos related to the niche of your mobile app.
- Conduct interviews with target users to understand your app from their perspective.
- Analyze your competitors, the similarities between them and your app, and what they are doing better or worse than you.
It will help you identify application strengths and weaknesses (so you can remove them) to ensure you can advertise a user-friendly app that provides value to all users.
Build User Personas
A user persona is a well-researched description of a user based on the target audience of your product. They represent how your consumers perceive your product and what they expect from it. It allows you to determine user needs and how your app can meet them, which helps you identify and advertise more appealing aspects of your mobile app.
Try to answer the questions below to create user personas:
- Who are your target users, their demographics, OS choices, occupations, and interests?
- Which online content do they frequently engage with on social media?
- What is their primary pain point?
- What is their preference when it comes to mobile apps?
- What drives them to consider and download an app?
- How many of them frequently make in-app purchases?
- What are their usual social circles? (For word-of-mouth marketing)
- Which visual patterns and color combinations are most appealing to them?
- Who are their favorite celebrities, influencers, and topic experts?
- Which tone of voice sounds most appealing to them?
Finding the answer to these questions and more will help you create an accurate user persona for your mobile app marketing plan. The better and more well-researched the user persona, the more impactful the mobile app launch strategy you can create for your app.
Create a Website/Landing Page
If you already have a website or landing page, that is great since a website/landing page is the best platform to conduct digital marketing for mobile apps. If you do not, create it as soon as possible and before the launch. Why?
Because it is much easier to implement content and SEO strategies on your website than on app stores. It enables you to attract users more quickly and convince them to download and use your app. Ensure that your website and landing page have a creative yet explanatory video and screenshots of your app, highlighting its user interface and performance.
Create an Email Marketing Strategy
If you were a grocery store owner hoping to grow the business, and you received an email about a delivery app that lets you do the same with no registration cost and less to no service fee, would you ignore that email, or would you download the app? That is how a targeted email marketing strategy works. The market research should help you identify or determine target users, then all you will need is a creative email with images/screenshots and a brief description of your app. Targeted email marketing can turn many visitors into users as they are your target audience.
Create a Content Marketing Plan
You need a plan that includes blogs, guest posts, microblogs, Quora posts and answers, YouTube videos, and social media posts for Facebook, Instagram, Twitter, and Reddit. Including such content and mediums will help you spread awareness and define your brand to your target market. Remember one thing, none of these platforms, posts, and videos will work for your app if you do not have a unique and influential ad message to tell. Therefore, you must focus on the USPs of your app and how it can provide them better than your competitors.
Determine a Monetization Model
A monetization model ensures that you have a source of revenue through your app before you deploy it. For example, Netflix offered a free one-month trial to attract users and get them hooked, which made it easier for them to convince users to pay for the subscription after the trial expired. Having monetization models for your app helps ensure revenue streams, and you can use them to advertise better offers than your competitors.
The Post-launch Phase of Marketing
Many of the app marketing strategies in the post-launch phase are similar to ones in the pre-launch phase. The difference is that the former helps capture attention and interest and the latter helps maintain/retain it.
The Post-launch Phase of Marketing
- Focus on App Store Optimization
- Use Influencers and Experts
- Paid Advertisements
- Pitch to App Store Curators to Get Your App Featured
Focus on App Store Optimization
App store optimization is something you are required to do when submitting an app to Apple app store and Google Play. However, you understand whether the optimization works for your app (or not) once you deploy it. That is when you can work on app store optimization according to user feedback and behavior on the page.
Implementing SEO strategies to your app product page to increase traffic and conversions is called app store optimization. It is a process that needs frequent improvements to meet the changing needs of users. The goal is to get your app to the top of the search results, capture user attention and interest, and convince them to download the app.
Increasing visibility and conversion is the goal of app store optimization.
Screenshots and Video
You must regularly add screenshots that include the application USPs like a particular feature or a creative UI design element.
Including a brief and eye-catching video about all the USPs will also help maintain user attention.
Thorough research is required to find the right keywords that fit in with your product page naturally and increase your visibility by putting your app on top of the search results. It is necessary because users generally search for apps they need using various search terms instead of scrolling through categories and lists.
For example, users would use – the trading app or stock investing app as search terms if they wanted to find a stock trading app on the app and play store. You need to be aware of such search terms and use them as keywords to drive target users toward your app. Take inspiration from competitors that do SEO keyword optimization correctly and try to do it better.
Other factors to improve our app title, icons, and category. You can advertise your app better if the app store optimization meets the necessary expectations.
Use Influencers and Experts
Hire influence and experts working in the same niche as your mobile app to talk about your app through their and your social media handles. For example, if a famous fashion influencer talks about a marketplace app that sells multiple fashion products, many users will pay attention and consider it. Similarly, if a successful trader talks about how helpful your stocking trading app is on multiple social media handles, it helps present and highlight the reliable credibility of your app.
Using influencer marketing also leads to word-of-mouth marketing (WOM marketing), which motivates users to talk about your app and recommend it to their friends, families, and colleagues because they trust the judgment of the influencer or an expert.
Use platforms like Facebook, Instagram, Twitter, Reddit, LinkedIn, and TikTok to create paid ads for your mobile apps. Millennials and GenZ are most active on these platforms (they are your primary target audience). Create an informative and creatively simple ad message, images, and video displaying the user interface, experience, and unique features.
You can increase visibility with paid advertisements, but you need multiple eye-catching and exciting factors in your ad message (with images and video) to capture the target user’s interest. Put the paid mobile app promotion strategies into effect when you can create such ad messages regularly.
Pitch to App Store Curators to Get Your App Featured
The most effective way to save money on months or years of mobile app marketing is by getting your app featured on the Apple app and Google Play store. It is not easy to make it happen, but once you get there, the app store does all the marketing you need for your app. It puts your app in the Top Charts or the Editor’s Choice section of the app stores.
The app store curators evaluate apps and put the few chosen in these lists by considering the user experience, interface, innovative features, and functionality, and how much value it provides to the target user. If your mobile app is doing a great job with all these elements and is still not featured, you can pitch your app to app store curators to get it featured now. Make sure the pitch is short, creative, and informative.
When trying to conduct mobile app marketing, focus more on improving the quality of your app and ensuring it provides value to users before you focus on increasing awareness and visibility. It is because even if the conversion works and visitors turn into users, they will quickly uninstall the app if it does not meet their needs or provide any value.
Also, try to find a few unique USPs in your app that makes it stand out from the competition when advertising on multiple platforms. For example, a healthcare app that offers online consultations and medicine purchases with delivery within a day will seem more helpful to users than a healthcare app that only offers online consultations.
Try to find unique selling points, be creative with the common ones, and get assistance from a one-stop-solution mobile app development company to improve your marketing efforts. Ultimately, highlighting the application USPs through creative methods is a promising way to conduct app marketing and increase conversion.
Frequently Asked Questions
Facebook, Instagram, Twitter, LinkedIn, YouTube, Reddit, and Quora are some of the best social media platforms to conduct effective marketing for your business.
You can refer to the article above to get insightful tips about mobile app marketing. To improve your chances of success with mobile app marketing, you should talk to a professional marketing strategist and PR specialist and let them take care of it for you.
Ailoitte is one of the industry-leading mobile app development companies with more than 6+ years of experience.