Devising a Winning Mobile App Marketing Strategy in 2020
The smartphone market has grown by leaps and bounds and the mobile app market has grown along with it. Today, every smartphone user has multiple apps on his or her phone and data suggests that 90% of users’ time on mobile is spent on these apps. An average user installs around 36 apps out of which they spend half of their total time spent on mobiles on the top app itself and the remaining half on the next five top apps in their list.
With a huge number of mobile apps vying for space, Google Play Store alone has over 3.6 million apps on it. Apps require a proper marketing strategy to get noticed. The app marketing agency needs to devise a strategy that drives app downloads, engages the users and persuades them to keep using it, thereby retaining the existing users. Retaining the users is an extremely important part of the app marketing strategy as users can easily abandon an app after a single use or few days use if they don’t find the desired features in it or if some other similar app with better features gets launched.
Plan The Mobile App Marketing Strategy in 2020 in Four Phases:
- App development phase strategy
- Pre-launch strategy
- Launch week strategy
- Post-launch strategy
All these phases are important and missing on even one of these can result in total failure for the app.
Let’s now see how the marketing efforts should work in each of these phases. But, before developing any sort of strategy, you need to identify and set goals. They should be realistic and you should have proper tools in place to measure the progress at every step.
Development Phase
Use social selling as the most important tool in marketing. Around 77% of the users are more likely to use a particular app if they learn about it from their social circles. You can have a provision of incentivizing your users on inviting people in their circles of influence to use the app. The app should be easy to share and refer to. It should have push notifications enabled in it, should contain a feed mechanism that is easy to use and find, should contain a popup to announce future updates and should encourage users to give their rating.
Pre-Launch Phase
You should have a webpage specifying the features of the app and how it can add value to the user. A small demo video would be a great idea as videos tend to engage the users better than text content. Use social media and reputed blogs in your niche to talk about it. Find the social platforms where your targeted audience is most likely to be found and try to woo them and interact with them.
Launch Week Phase
Host a launch party and get good publicity for it. Get a press release published and convince the technical journalists to cover your app extensively. The app marketing agency you hired would incorporate both organic and paid media to promote it.
Post Launch Phase
The litmus test begins now. You need to market it properly.
You should use search advertising because it will make the ad visible to the users at that very precise moment when they are looking for something similar. The search ad promotion is very effective but requires proper planning and execution.
Submit your app on various good and genuine app review sites. Users always give more weightage to these reviews. Data suggests that nearly 84% of people trust these online reviews. If they find your app reviews on such sites with unbiased pros and cons, they are more likely to download it.
Stellar customer support service works miracles in promoting your app through word of mouth and good reviews of satisfied customers. To provide the best customer support, you should have regular communication with them. The best way to do this is to install a “send feedback” button in the app itself. This way, a user would feel that you are always there to hear their concerns and resolve them. Connect this button to social media, email and in-app chat feature. Prompt satisfied customers to give ratings and reviews and share them on social platforms. This helps in building brand image and trust, which goes a long way in getting new downloads.
The mobile app market is very saturated and it’s not easy to gain visibility in it. If you don’t promote the app properly and make it visible to your targeted audience, all the efforts put in developing a good mobile app will go waste. In this cut-throat competitive environment, if you want to make your presence felt, you have to come up with a robust, comprehensive and well-researched marketing plan and then implement it perfectly.
