Mobile app marketing essentials. How to get it right?


When talking about mobile apps, everyone mentions the importance of a user-friendly interface, clean code and unique features. While there are millions of apps in the stores that might offer the best user interface, features and is also quite useful, only several of them will come to your mind right now. At the same time, there are apps that are not particularly useful, but are on everyone’s mind (e.g. Yo). What is the secret? Well, there is no secret. It’s all about marketing.

Mobile app developers very frequently ignore the importance of marketing and focus only on polishing the features of their app. In the upcoming series of blog posts, I will cover some essentials of mobile app marketing.

App marketing begins the day you put your mobile app idea into production. So where shall you start?
Each mobile app has it’s potential user base, it’s page on the App Store/Play Store and ideally an icon on the user’s phone. The goal of each mobile app marketer should be to maximize the interest of potential users towards the app, maximize conversion on your App Store/Play Store page and maximize the retention rate & app usage on the user’s device. How to do that? Let’s quickly go through the process step by step (I will elaborate on each step in our next posts).


Maximizing the interest of potential app users

First of all think of who is your potential user? What do they like? How old are they? How much do they earn? Where do they usually hang out?
After answering all these questions, you have defined your target market and you have figured out where you can find them. So now it’s time to reach out to them! There are 3 places you can reach out to and trigger the interest of your potential users:

  • Own media, including your website, blog, social media profiles
  • Earned media, which includes app reviews, news stories, featured listing and App Store Optimization (ASO)
  • Paid media, consisting of all the different types of ads

Maximizing conversion rate

Once you have built the interest towards your app and successfully led your users to your App Store/Play Store page, your challenge is to make them push the “Install” button. How are you going to do that? Well you do not have much choice here. The only thing to do is to write a quality description with attractive screenshots and a short video describing how the app works. If you’ve published a game, take a video of a gameplay, gamers will definitely appreciate that.
Make sure your content is written in a way that appeals to your target audience, it’s clear and do not forget to include a call to action in your description! In my further blog posts, I will discuss in more details how to write a killer app description. Another idea is A/B test your texts and screenshots, to see which option converts more.

Maximizing retention and usage

You did it! Your app is on your user’s phone. But your job is still not over. Moreover, it’s just got serious. Now your task is to make your user utilise your app as frequently as possible. That is why, first of all, you will need to analyse the behaviour of your app users. First of all, make sure you have good analytic tools installed. Once you know how often and in what way your users are interacting with your app, remind them of you. Send them push notifications about their last search, special offers, etc. But be careful, there is a thin line between reminding and spamming. I will discuss the push-notification marketing in further posts.

This was just an introduction to the whole app marketing world. In this series of blog posts I will go through all the mobile app marketing steps and provide with some tips for successful marketing.

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