There are two aspects:
1. Advertise in other Apps and websites to get new users.
2. Generate more income and improve engagement with users who already use your App.
1. Get new users
Presenting your App to the public can be a delicate moment. As in any marketing plan, you must identify your target audience and how you are going to reach it.
You can start with ASO (App Store Optimization). With ASO, you can create a catalog in which new users appear and that will make your App discoverable.
A good catalog is one in which screenshots of the App appear, good user ratings, the keywords corresponding to the category the App is in, and detailed information about it, as well as previous versions and differentiation details.
The choice of keywords is very important since if the user searches by category, the chances of finding your App are multiplied. Also, the more positive reviews you accumulate, the better situated you will be.
On the other hand, you should also take into account the organic advertising provided by websites, Social Networks, and online communities.
In addition to the organic strategy, reinforce your campaigns with an advertising investment focused on one type of audience. Contributors like Fiksu or Facebook can help you wisely invest your budget to get new users using mobile ads.
You will be able to see which campaigns work best based on the number of users achieved, the cost per user, and the LTV ratio of each user.
2. Improve Engagement with your users
Both aspects are extremely important to marketing your App. But while mobile ads and campaigns get new users, the next step is to know how to maintain them. This is where the second aspect of App marketing comes into play.
Most companies don’t consider “one download” a win, so when it comes to your App, why stop after that download? When you win a new user, it means that you have managed to get their attention. Now what you need is to convey that your App is worthy of being opened over and over again. You need the Marketing App for your users to get hooked!
To truly understand App Marketing, you must understand two fundamental tactics: push notifications and In-App messaging.
Push Notifications are messages that appear on the user’s main screen, while using the App or consulting other phone functions. In general, they are aimed at reinforcing the commitment with latent users, directing them back to the App through certain actions such as updates, coupons, offers, etc.
This action should be simple and pleasant. There is a thin line defined by the number, insufficient or more than enough, of push notifications and that determines the success of these campaigns.
The solution is very simple: put yourself in the user’s shoes. What makes you click on something?
This is where your strategy begins!
To carry out your marketing strategy, you must control the aesthetics of your logo and messages, but unfortunately, there is no time to customize the style since it is taken by default by the operating system in which the App is developed.
On the main screen, there are two types of push notifications that you should take into account:
1. Banners: appear at the top of the screen and disappear automatically.
2. Alerts: They are a bit larger, appear more centered on the screen, and emerge with user interaction.
If the user allows it, notifications can also appear on the lock screen. Unlike the banner, they do not require user interaction. They appear on the screen until the user swipes their finger over it. Then the App is opened or the phone is unlocked. Now, with iOS 8, Apple users can also receive interactive push notifications, allowing CTAs to be included in the body of the message such as “Click here” or “Ignore.”
These messages are sent to the user while they are using the App. This is important for several reasons: First, not only do you have full control of the message, but you can also customize the style to match your brand or make the CTA more personal.
Second, the user is already in your App. You can launch In-App messages after an event, which will allow you to interact with your users in a more specific way. While for you it is a localized marketing strategy, your user will see an idea, offer, or suggestion that will make him continue using your App.
Combine both actions
While it is true that they are two different types of messages, they do not exist separately. Both have advantages depending on the situation, but neither is the superstar and they achieve better results if they work together.
The key to the success of App Marketing is based on using both to build a larger comprehensive strategy that involves users at all levels.
Intuition is what will take you far, but to develop an intelligent Marketing App Plan you need to carry out a prior and subsequent study with Google Analytics. All the data you collect should be useful to you and serve as information for your future marketing campaigns. Without knowledge about your users, how will you get them to participate? Use analytics to create Push messages and In-App messaging that users really enjoy.