Mobile apps - a reliable way to attract and keep the attention of customers to your product. 89% of the time spent by users on their mobile is in apps, compared to 11% spent on mobile web. However, the promotion of apps is still not among the top marketing services.
Today, there are more than 5.5 million applications across all mobile stores. If you don’t want yours to be lost with other ones, think about its value to the user. Here are a few types of applications that make sense to create and promote.
- Apps with important information. These apps include navigators, booking services, news portals, etc. Users don’t have time to search and study, so you have to offer them information through the footer of unobtrusive ads.
- Apps for ordering products. Dinners, taxis, flowers - anything that can be purchased with enviable frequency. The user installs your app and therefore, can only order from you.
- Helper apps. Banking services, auto-support (manufacturer's service center and dealer network apps), medical institution apps, etc. The ease and speed of use will keep the user on your services, and you will be able to analyze his actions and interests, as part of your application.
- Time-killer apps. Apps for viewing movies, games, books, online journals, etc. Users crave spectacles. If the application interests the user, then they would be willing to pay for it.
If your application falls into this list, it's time to get down to business!
Before you begin the promotion process, make sure that the application is ready, runs quickly and looks the same on different screens and platforms in all sections. The user shouldn’t have a negative experience with the application. It directly affects the number of installs.
- Work on the name. Ideally, it’s best to use different names for the store and the smartphone. Primarily, come up with a name that will help out in promotion. The name shouldn’t be long (up to 30 characters) and don’t over-use keywords (markets might refuse your publication).
- Think about the icon/logo. It should be rememberable, and associated with your products/services.
- Write a description. A short, informative description with keywords is enough. It can be optimized to the algorithms of the store, which would bring it to the top of the search when someone is researching keywords related to your app.
- Create screenshots. Add a brief description to each screenshot.
- Add a demo. A picture is worth a thousand words, a video - even more expensive. It will demonstrate how the application works. 4 of 5 consumers decide to purchase an app after watching a demo (research by Animoto).
- Install a Tracker. Consistent app performance analysis and improvement is needed. Important factors: daily active users (DAU) and monthly active users (MAU), the level of customer retention (retention rate), frequently used functions and advertising channels with the highest conversion.
Here are some services that will help with analyzing your apps:
- AppsFlyer - a platform for mobile app market analysis. Gives information on the marketability of mobile products in the world, sales figures of the countries, stores data on the number of downloads, user demographics, etc.
- MixPanel - a service that monitors traffic sources and provides an internal analysis. MixPanel segments your audience, showing the frequency of use, retention rate, error occurrence and conversion funnels.
- Tune - a platform that includes tools for cohort analysis, reporting earnings for the installation (RPI), builds charts of the progress of the campaign. Unfortunately, it transmits conversion information to any third party.
- Kochava - a mobile app marketing tracker that looks at all device identifiers as equal and is therefore able to to match the identifiers of different publishers to provide effective analysis and reporting to advertisers.
- Adjust - a mobile app tracking and analysis platform that ensures that marketers and publishers know exactly how their app is performing globally.
- ApSalar - a mobile analytics & audience platform that combines a sophisticated marketing attribution suite, audience analysis, and user management capabilities to power a data-driven mobile marketing channel.
- AppFollow - a service for collecting and analyzing feedback in app stores.
- ASOdesk - a tool for ASO (App Store Optimization) and analyzing. Convenient if you are looking for competitors research.
After every detail is taken into account and configured, you can start using the promotional tools.
The main rule: use multiple advertising channels. Only 40% of mobile users look for applications by searching app stores. The rest use YouTube, blogs, and trusted ads in online learning. Therefore, use different tools: banners, pre-rolls, PR articles, etc. There are five mandatory process that are run at the start of any campaign:
- Create the app's social media pages. It is easy to find prospective clients via targeted advertising. Be sincere with your subscribers and don’t overpraise yourself, ask for feedback and work with it.
- Be present in all app stores. This advice is suitable for applications on Android OS. Google Play is the largest and most visited app store, but it won’t be superfluous if you upload your app to the Amazon and the Samsung Galaxy app stores.
- Play on reviews. Don’t wait until someone writes a review, take the initiative yourself. Ask the user whether they liked the app or not. If yes, redirect them to the app store to write a review. If not, provide them with an email in order to get full feedback. Don’t forget to examine the feedback and optimize the application if necessary.
- Come up with a campaign to launch the application. Even if you create a paid app, put it at a reduced price or for free in the first week. This will give you additional coverage and customers.
- Try promotion services. Automated services will save your time and maybe even your advertising spendings. Below are some examples:
- Appodeal - a cross-promotion platform. It loads the app with banners from other applications that are registered in the system.
- Releadgion - buys mobile traffic from social networks. It has the tools to quickly create ads, make tests, and optimize campaigns.
- AdvertMobile - engages in the search promotion of apps in Google Play and the App Store. Every client receives a personal-assistant manager. Separately, you can buy and install positive reviews.
The fact that you might have an app isn’t an excuse for the quality of both the desktop and mobile websites to be poor.