A Guide to Mobile App Marketing

Mobile apps are a powerful marketing channel for brands. It helps companies interact with the audience, communicate the brand messages, retain user engagement and develop customer loyalty in a crowded marketplace. Today brands are utilising mobile apps to enhance online experiences for their customers and increase sales.

When businesses market to users via an app, it’s known as mobile app marketing. From in-app messaging to app store optimization, the purpose of mobile app marketing is to improve engagement both outside and inside the app. It encompasses several strategies that are designed with mobile users in mind.

The Mobile App Marketing Funnel

Mobile app marketing is about connecting with your users through their entire lifecycle—from the first time they hear about your app to when they become regular and loyal users. To do this efficiently, you have to find out who will use your app, where you can find them, what you can say to them and what they want from you.  

For mobile app usage, there is a sequence of stages, otherwise known as “funnels”, which are acquisition, activation and retention.

Acquisition

The first part of creating a successful app is, of course, getting people to use it. From a messaging standpoint, you have to convince prospective users that your app can solve their problems. Some app acquisition channels include social media, search advertising and app store listing, etc. 

When you select an acquisition strategy, it’s important to monitor your cost per acquisition (CPA). Certain channels—like a webpage or app store listing—are time-consuming but cost-effective. Other channels—like paid ads—are easier to optimise and scale but can get expensive. Choosing the right balance of activities is necessary if you want your app to remain successful for a long time. And this success depends on how well you activate and retain your customers.

Activation

Once a user has installed your app, you need them to use it. Most users delete apps shortly after downloading the app, so it’s important to have a powerful messaging strategy that will make users want to use your app.

Retention

Keeping your users engaged is not something you do once and then never again. Since it’s a key factor in calculating the lifetime value of a customer, retention is particularly important. It basically tells you if your efforts have been profitable or not. Sending coupons or discounts, curating special content and offering personalisation are among the many things you could do for customer retention.

A Way to Start—Social Media Platforms

The advent of social media and apps can be tracked simultaneously. At the same time, we have seen advertising become a permanent part of social media apps like Facebook, Instagram or Twitter. 

But not all platforms are made the same, especially when the three biggest platforms work very differently. If you want to promote your app on social media platforms, you have to consider how each platform functions.

Facebook

Facebook is where you can build a community. When you create a page for your app on Facebook, you’re given many ways to engage potential users, such as

  • Feature promotions such as referral freebies, special offers or discounts
  • Do giveaways or run contests for free trials and passes
  • Post an engaging mic of high-quality images, videos, GIFs and expert

Besides creating a page, you can also join Facebook groups relevant to your specific audience. In groups, you can make recommendations and leave comments that will let your audience know you want to help them or how your app can benefit them. 

When group members find something of value in their feed or get a direct response from your brand, they will be primed and ready to download your app.

Instagram

Users on Instagram gravitate to the most aesthetically pleasing account. It is a visual platform, so there are many ways you can generate hype. The concept of “sneak peek” works great for apps. You can create buzz around your app through screenshots, video promo or a website visual. 

Sneak peeks are an excellent way to find interested users because people like looking forward to what’s not available right now. To optimise your reach, use 20-30 relevant hashtags and post more than once a day. 

On Instagram, you need to find the right balance between photos, videos, influencer shoutouts and giveaways and contests. As mentioned before, Instagram is a visual platform, so you will need to support good content with a strong aesthetic. Choose a branded theme that appeals to onlookers and maintain the current audience’s interests.

Twitter

Twitter is the best for acquiring users. This social media platform depends on the exchange of ideas, so interacting with your audience is a must on Twitter. Post news about your app, share content and ask about how users are doing with your app. Encouraging interaction will help you spark engagement and sustain app usage. The more social proof and engagement you create, the more users you can attract.Twitter can also be used as a customer service platform, as done by Amazon, for example. If you can dispense amazing customer service, your app grows through positive word of mouth. Showcasing how much your app cares for users online will let others know you care, which will motivate more downloads.

Social media can go a long way in promoting your app. Right now, with so many people online already, you need to explore the scope of mobile app marketing on social media. It can yield some amazing results.

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