Don’t think you have accomplished your task once your mobile
app is ready for market…
In fact, it has only just begun.
Marketing plays a crucial role in gaining exposure and downloads
for your app. It’s your promotional blueprint.
Substantial data is stacked against you when it comes to
attracting and retaining users for your app. For example, have a
look at the following points:
- The average user has 36 apps installed on their
- The Android store has
8 million apps, and the Apple store has 2 million apps
- Users spend their time on an
average of nine apps on a daily basis.
- In 2015, people spent
85% of their time on only five apps.
This shows that the competition for your newly launched app is
tough. Hence, you need to make sure that you take all the right
steps for bringing it into the limelight.
Let’s walk you through some of the effective marketing
strategies that you need to follow in the first three months of
your app’s launch.
Metrics you need to focus on
Mobile app retention and app engagement are two metrics that you
need to concentrate on the most as part of an effective marketing
plan. Throughout your strategy, you should keep an eye on both of
High app engagement and retention rates are the ingredients for
good growth of your app. On the flip side, poor scores in both of
these sectors is a recipe for failure. Each of these is defined
App engagement: Engagement denotes the active
users on your app.
Localytics highlights that highly engaged users should have at
least ten plus sessions in a month.
App retention: This is a benchmark of the
number of users who return to using the app within the first three
months of their first session. Localytics points out that a
retained user is one who must return to the app at least once
within 30 days.
It is essential to bare in mind that both these metrics are
highly subjective and their values depend on the industry and niche
your app belongs to.
Effective marketing tactics to use for your app
Every marketing plan stands on pillars that drive it to its
goal. In this regard, the marketing plan for a newly launched app
revolves around the following tactics:
1. Building an online presence
Building an online presence for your new mobile application is
essential for attracting the right audience. Approximately
81% of Americans use social media, so you need to start by
making social network profiles for your app.
Create informative content with a touch of humor to attract your
target audience’s attention. Such content can be in the form of
photos, videos, as well as blogs.
This brings us to setting up a blog for your business.
your blog is a matter of only a few minutes as every business
website has a section dedicated to blogs. Numerous ventures employ
a business blog to reach, engage, and retain their audience. Blogs
also provide shareable content for your social media channels.
You can take inspiration from Kayak, a travel app with an
active blog. For maximum benefit, run paid ads across all social
2. Encouraging positive reviews
A golden rule of thumb is to ensure that your app is entirely
free from bugs and errors. It is crucial to follow this to maximize
your chances of getting positive reviews. 84%
of folks trust online reviews as much as they trust personal
This confirms that you can significantly benefit from reviews on
your app. Good reviews can help you boost credibility, engagement,
and user loyalty for your mobile app. Create review pop-ups or
request for reviews by making special offers or updates via in-app
3. Providing excellent customer service
Excellent customer service is the key to happy customers who
spread a positive word concerning your app. It also slashes the
risks of getting negative reviews. In fact, 86%
of the customers agree to pay more if they get a stellar
customer experience. The graphic below shows further importance of
good customer service:
Twitter and Facebook are two inexpensive channels to provide
excellent service to your target audience. Nearly
70% of customers have used social media for customer service.
Additionally, install a feedback button to make it easy for users
to voice their concerns.
4. Promoting with search ads
Advertisements can increase your application’s exposure as
well as downloads. A
study confirms that 27% of individuals find their apps via
search engines. The blog that you set up in the early stages of
your marketing campaign can boost your search engine
However, you can also spiral your app’s exposure by employing
search ads. Google confirms that 50% of app downloads are the work
of search ads. Here is a quick look at the type of ads that you can
run for your app:
5. Submitting your app for reviews
There are two approaches that you can pursue in this regard.
Firstly, submit your app for review to potential sites that have a
broad audience. This will create awareness concerning your app’s
release. It will also improve the app’s store ranking as you will
get backlinks that will be anchored to your application in the app
Secondly, get in touch with influencers to promote your app.
Research indicates that
70% of millennials are impacted by the suggestions made by
their influencer peers.
The Ideal Mobile App Marketing Plan
An excellent strategic online marketing plan is based on the
tactics discussed above. You need to start pursuing these from day
one of your marketing
strategy. Your overall plan should resemble this marketing
campaign for a new app:
Let’s now break down the main stages of the marketing
Stage 1: Pre-launch phase
In the pre-launch phase, you need to make sure that you name
your app strategically, optimize the app as per the app store’s
analytics, and conduct market research. To this end, you have to
take the following steps:
- Subtly insert the keyword of the category to which your app
belongs. For instance, the app name, musical.ly, sends a clear
message that it falls into the music niche.
- Follow all the important steps to boost your app’s store
optimization. This will help boost your app’s ranking and
visibility in the app store. Important pointers that affect the
store optimization (ASO) are:
Title: Make it readable, recognizable, and
focused. Slip in the keyword naturally.
Description: Succinctly explain the problems
that your app solves. A pro tip is to market the experience, not
the app itself. Your keyword-filled description should deliver the
Icon: Design a clear and memorable icon for
your app. The icon leaves the initial impression on your user. It
can boost conversion
Screenshots: These should be clear and should
show the app in action. These should also capture the app’s
- Lastly, learn about your target audience and what appeals to
them. Scrutinize your competitors as well. This will help you
devise content that entices your target audience more
Stage 2: Launch phase first steps
In this initial stage, your focus should be on getting your app
into the spotlight. Divide the activities of this phase into five
- Purchase paid installs that you will need to take your app
store ranking higher.
- Submit your app to potential sites for reviews.
- Run paid campaigns across social media networks.
- Start building your online presence and curate the needed
content for your social profiles.
- Distribute press releases to the chosen media platforms.
Stage 3: Maintaining interest
In this stage, you need to hold your users’ interest to
enhance the app retention and engagement rates. You can take the
following steps for this stage:
- Reach out to influencers to attract more users.
- Employ push notifications to encourage users to keep using the
- Keep updating your app. This way, you will tackle any bugs or
errors, which will boost the app’s performance. This factor is
vital for retaining users.
- Make offers to boost downloads further and retain users. For
instance, offer a paid in-app service for free for a short time. If
your app is paid, then make it free for a limited duration.
study showed that making a paid app available for free
increased downloads by 14,500.
Stage 4: Measuring vital KPIs
This is not exactly the last stage. Instead, measuring key
performance indicators should be conducted throughout the marketing
plan from start to finish. Keep tabs on the following pointers:
Summing up, the marketing plan for your app needs to focus on
the metrics of user engagement and retention. To achieve these, you
need to start by building your online presence and planning paid ad
campaigns for your mobile application. Provide stellar customer
service and promote your app via influencer
marketing. Aim to get positive reviews and solve any user
Guest author: Mehul Rajput is a CEO and
co-founder of Mindinventory which specializes
in Android and iOS app development and provide web and mobile app
solutions from startup to enterprise level company. He is an avid
blogger and writes on mobile technologies, app marketing, app
development, startup and business.
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90-Day Strategic Online Marketing Plan For a Newly Launched App
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A 90-Day Strategic Online Marketing Plan For a Newly Launched App