Developers who work hard on a new mobile app, but overlook a marketing strategy, often get their dreams crushed as they realize customers won't come by themselves.
There are many ways to advertise, but what about marketing channels for mobile app promotion? Would that be the right path? Research says that more than 30% of the traffic that reaches a retail website is through mobile devices, so it's easy to see why mobile app marketing channels would be the best bet.
One of the most important mobile app promotion strategies is App Store Optimization (ASO). By data from Statista, we can see that by the end of the first quarter of 2022, there were over 3.3 million different apps available in Google Play Store. If we look at the same period for the Apple App Store, we can see that they offered over 2.1 million apps. These numbers only contribute to the fact that reaching and holding high rankings is challenging, especially with so many new trends. So growing a user base and achieving more downloads through ASO should be a priority for developers.
When you start researching how to sell your app, you will see that there's a reason why many consider App Store Optimization the most effective strategy for mobile app marketing. If done properly, your app will be brought in front of the right audience and ensure downloads. Here are the biggest benefits of ASO:
ASO works similarly to SEO (Search Engine Optimization), and many call it the app store SEO. These processes share things like backlinking, conversion optimization, and keyword optimization. And with the fact that 65% of all app downloads happen after a search, it's crucial to enhance the visibility and ratings so your app can stand out.
Another one of the most important mobile app marketing strategies is search advertising, usually called search engine marketing or paid search advertising. In a broad term, search ads are a method of advertising that involves ads that show up when users look for specific keywords on search engines. The best thing about this type of marketing is that your company creates advertisements based on keywords that potential customers are looking for.
Google ads are the paid results people get on the top of the Search Engine Results Page (SERP) when typing something into Google. The best way to use them is to make sure you're reaching the right audience at the right moment. A successful Google campaign should rely on prior research and being in the top few results on SERP.
Apple Search Ads target the users of Apple products - which is over one billion active users of their products, according to the company. And becoming visible as an app developer in such a vast community isn't easy. However, Apple Search Ads have been in use since 2016, and they are a great way to direct advertising money toward fast results.
Viewing how Search Ads actually work is easy. Once you type specific words and phrases into the search engine, you will be redirected to SERP or Search Engine Results Page. So, the higher your apps rank on SERP, the more results you will see by gaining more traffic and, thus, potential downloads. The mechanism behind it is divided into two categories:
Since millions of people use the internet on a daily basis to look for products, services, and tools, it just highlights the importance of this type of marketing in order for your apps to reach more people.
There are many examples that show just how important it is to advertise on different social media outlets. Facebook, for instance, allows you to reach an audience immediately. There is no doubt that this kind of marketing is effective, but web-to-app advertising on Facebook can also prove to be a rather expensive one. This can especially be true for those who plan to utilize a premium Facebook Video Advertising campaign.
In the meantime, you shouldn't shy away from other social media platforms. Those who believe that TikTok is an outlet for kids are missing out a lot. This social media giant has managed to surpass 1 billion users in the last quarter of 2021 and has become one of the most important places for advertising. It is estimated that an advertisement can reach an adult audience of over 800 million people globally.
One of the mainstream methods of online marketing nowadays is influence marketing, and it's an advertising technique that shouldn't be discarded. Influencers have a unique power on social media - they can affect purchasing decisions of their followers, and they can reach a specific niche. Influencers often have an enthusiastic and keen audience that cares about their opinion rather than about a brand or product. By collaborating with an influencer, you can utilize a great way to gain recognition for your app.
Another method is celebrity endorsement, a marketing method where the fame of a celebrity is attached to a product or a brand. This strategy works very straightforwardly - people who are idolized will associate themselves with your app and thus convince people to purchase it. But keep in mind that it can prove to be incredibly expensive.
Last but not least marketing method can do wonders for your brand new app, and it's a co-promotional partnership. This type of collaboration is beneficial in several ways. Not only will you gain visibility, but it can also reduce the overall cost of advertising since both parties involved will receive promotional results. It helps broaden the target audience and increases app recognition, all while it helps two different businesses grow.
The key to a successful partnership is to identify the best kind of collaboration for the style of your app. That's why it's essential to do proper research before you venture into this marketing strategy. There are several key questions that you should answer while searching for a partner:
On top of it all, consider how enjoyable the partnership can actually be and whether the people behind the company you want to partner with are on the same level as you.
Although you may want to focus only on one app marketing and distribution channel, it may be wise to use a variety and combine several strategies at once. Note that, in the end, there is no shortage of different methods you can utilize to reach desired audiences and gain substantial revenue. The only thing you should really focus on before you venture into the advertising waters is the specific wants and needs of users you want to reach and their online behavior.
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