Just four years ago, mobile browsing and app usage were still relatively new ideas. And most companies didn’t put too much weight into their mobile specific campaigns. Fast forward to today, and you’re living in a mobile-centric world. More and more people are beginning to access the internet on their smartphones and tablets. In fact, mobile search and internet usage has recently surpassed desktop activity.
Smartphones and tablets can do more and more, and if your business is launching a new mobile app then it’s an exciting time! You’ve optimised your descriptions, screens and keywords for the app stores, you’ve got your analytics in place, and you hopefully have an onboarding plan – but have you really thought about your app digital marketing strategy?
You can own an amazing app, but you need to make sure it’s discovered and known for its benefits, and you need to drive installation and engage your target users. So, don’t just think about app development as a one-off project – remember to look at the whole lifecycle, including optimisation and digital marketing. Here are four tips to get your off the ground based on my learning on delivering to more than 60-odd customers!
1) Email Marketing
Email is and will continue to be an important part of any digital marketing plan, and it’s very cost-effective too! One can use email at all app launch stages, from wide-audience pre-launch emails to launch emails to targeted messages for app users. Make sure that the call to action (CTA) is clear, whether you’re encouraging recipients to download the app or check out new features.
2) Mobile Advertising & AdWords Display
The great thing about mobile advertising is that you can reach your users wherever they are. For example, your potential app user could be using YouTube, searching using their mobile or simply using their Gmail. As the No. 1 search site ad network, video platform and mail product, Google offers a diversity of advertising formats and placements that can reach your target user at the right time.
3) Content Marketing
Create informative content – whether that’s a blog article, white paper, images, video snippet or podcast – and use it to promote your app pre-launch, drive awareness and build authority as an expert in your field.
Importantly, make sure you develop mobile-ready content. It sounds obvious when you have a mobile app, but you’ll need to think about writing blog content that’s easy for people to scan on their mobiles. Don’t forget to feature user reviews in your content – there’s nothing as great as social proof!
4. Social Media Marketing
Once you have the content marketing plan sorted, your social media marketing plan will come together easily as you use all channels to distribute your content. Ensure your presence is felt on the social media channels relevant to your app, such as Twitter, LinkedIn and Facebook.
Announce new versions and be sure to share real-life examples of people enjoying your mobile app – did I say there’s nothing as great as social proof? An easy way to grow your users is social word of mouth – actually have your users do your social media marketing for you by building in social calls to action within the app.
Don’t delay – get your app digital marketing strategy started today using these four techniques and you’ll soon see the benefits of your app being discovered and user engagement increasing.
Kaushal Bhatt is worldwide marketing head at Streebo, a global provider of Enterprise Mobility, Data Management and Digital Marketing Solutions.