It’s tough to get your mobile app noticed among the millions of apps that have seeped into the App Store. Mobile app developers are under tremendous pressure to devise new and relevant apps that stand out from the crowd and even resort to new mobile app marketing techniques to promote their apps better than ever before.
The mobile ecosystem is extremely saturated and volatile too which means that not all mobile app marketing methods can be deemed suitable for promotional causes. Some do not stand the test of time while some need better planning and a content strategy that works in the current market.
A great content strategy can work well and better than paid marketing efforts since app owners can then cope with two main issues, one is attracting new users to the app and another a fitting reply on why should one use phone storage space for your app.
Blog posts, reviews, and media articles can tell potential customers of the greatness of the app with its list of unique features or functions. One should contact bloggers and opinion leaders in multiple categories for the promotions
The another problem is of customer retention on apps. Localytics research reveals that users usually leave using 1 in 4 mobile apps just after a single use. The average cost involved in getting a user for the app is reaching the $4 mark. An effective content strategy can help in audience engagement and overall participation in-app community too.
1. Research the Intended Audience Thoroughly
A thorough survey of the industry and competitors is important in identifying audiences to be targeted with relevant content. Look out for thematic blogs, and interviews relevant to the app and just rope in app developers and publishers to share their ideas and experiences about app development and their promotions.
Check out the oft-visited pages, on the same and soak up valuable information on mobile app marketing for a target audience after defining them. Personas are great tools to define the right content types and formats for intended set of readers and users. For example, if your app is intended for and targeted to millennials, use the latest emoji apps, and sprinkle funny memes and GIFs that will demand attention.
Also make a genuine effort in understanding the target audience, their pain points and how the app can address the problems. Highlighting the typical problems and challenges connected to the audience can provide valuable information for the entire marketing campaign and strategy.
2. App Store Optimization (ASO)
The title of the app, the overall screenshots, the main description and keywords are pivotal to rank high up in the search engines. Along with the need for high-quality screenshots that reflect on the overall navigation of the app and its features, an informative description with proper keywords is extremely important. Long-tail keywords work mostly although one should not stuff app descriptions with a lot of keywords.
Provide screenshots that will show main app features. In-app content is now more important than ever with the new rules set by the most popular search engines. Chances of ranking higher within app stores are directly proportional to the perfect implementation of all the above points.
3. Create Content Calendar with Buzz around App Launches
The content pouring into the blog relevant to the app and its target audience should be structured in such a way that it engages directly with potential app users, especially during the schedule of an app launch and regular campaigns.
A content calendar helps one to fulfill a content strategy that will help you map regular posts on a consistent basis. The calendar should include the perfect positioning of main topics and seasonal posts, with some space reserved for trends and updates.
After developing the calendar, one should create the required buzz across multiple digital platforms and communities. New-market localization can be synced with media coverage and posts too. Nearly one in four apps are abandoned soon after they are downloaded from the store or just after a single use.
Blogs give the readers and users more incentive to check out the app. And if you are publishing a variety of posts on a single topic, users will refer to you as an authority too. Highlighting these blogs for maximum exposure on industry blogs is important, and app launches are the perfect time for such ideas.
Leverage the audiences gained by celebrity bloggers by getting your app reviewed by them. The reviews themselves will prompt more downloads than ever before. While most journalists write about just the cream of the crop, one can try again and again with other celeb writers and industry experts for a review that will attract attention.
4. Add Viral Components to your Mobile App Marketing Strategy
Most of the marketers are aware that one can boost content outreach multiple times by just creating shareable content that is viral in nature. The digital world relies on viral marketing effectively. Adding shareable elements to content can give you leverage over the intended audience, especially your circle and followers online.
Create a campaign with elements that provoke definite emotion, vanity of the collective mindset, tangible value to the effort made on the app, statistics that highlight the efficiency of the app for a purpose or just plain, an old nostalgia that is an excellent entry point to get people interested in the first place.