5 Marketing Strategies for Mobile Apps.

Mobile app marketing is a key element for success in a competitive market. With millions of apps available, effective marketing strategies can significantly increase visibility, downloads and user engagement. In this article, we will discuss five proven marketing strategies that will help your app stand out from the competition.

ASO – Optimize-materials-in-app-stores

Asset Store Optimization (ASO – App Store Optimization) is the process of improving the visibility of a mobile app in app stores such as Google Play and Apple App Store. Like SEO (Search Engine Optimization) for websites, ASO focuses on improving an app’s rankings in search results and increasing the conversion rate or number of app downloads.

Why is ASO important?

ASO is crucial to the success of a mobile app because most users discover new apps through searches in the app stores. Better visibility in search results means more chances for users to find and download your app. A Effective ASO strategy leads to:

• Increased number of organic app downloads
• Increase brand awareness
• Improve user retention

Key elements of ASO

1. Title and description

The title of the app should be short, but at the same time contain key words that are relevant to its functionality and industry. The app description should be well-written, informative and attractive to potential users. It is important that it contains relevant information about the app’s features and benefits.

2. Keywords

Selecting the right keywords is the foundation of a successful ASO strategy. They should be well chosen in terms of search popularity and competition. App stores index apps based on keywords, so their proper selection and placement in the title and description is paramount.

3. Icon and screenshots

An attractive and professionally designed app icon attracts users’ eyes and can increase conversion rates. Screenshots should show the key features of the app and its user interface. It is important that they are of high quality and show the application in the best light.

4. Reviews and ratings

Positive reviews and high ratings are not only evidence of an app’s quality but also affect its position in search results. Encouraging users to leave reviews and ratings, for example, through in-app reminders or loyalty programs, can significantly improve an app’s visibility.

5. App updates

Regular app updates with new features, bug fixes and performance improvements show that the app is being actively developed and supported. Users appreciate apps that are continuously improved, which can lead to better reviews and ratings.

Paid-campaigns-in-social-media

Paid social media campaigns are a type of advertising that promotes mobile apps on social media platforms such as Facebook, Instagram, Twitter, TikTok, or LinkedIn. The goal of these campaigns is to increase the app’s visibility, encourage users to download it, and build brand awareness.

Why run paid social media campaigns?

Social media is a powerful marketing tool with huge reach and precise targeting options. With paid campaigns, you can reach a broad yet well-defined audience, which greatly increases the chances of your application’s success. Paid campaigns allow you to:

• Fast Increase in Installations: With high reach and precise targeting, paid campaigns can quickly increase the number of downloads of your app.
• Build brand awareness: Even if users don’t download your app right away, paid campaigns help build brand awareness, which can lead to downloads in the future.
• Segmentation and targeting: The ability to precisely target ads allows you to reach users who are most interested in your app.

Choosing the right platforms

Facebook and Instagram

Facebook and Instagram offer advanced advertising tools that allow for precise demographic, geographic, and behavioral targeting. You can create ads in various formats, such as images, videos, carousels, or Stories.

Twitter

Twitter is a platform ideal for fast, engaging campaigns. Twitter ads can be effective for applications that frequently update content or are related to current events.

TikTok

TikTok has gained immense popularity, especially among younger users. Campaigns on TikTok can include short videos promoting the app, which are naturally integrated into the flow of content.

LinkedIn

LinkedIn is ideal for applications targeting professionals or B2B. Ads on LinkedIn can help you reach professionals in specific industries.

Paid-campaigns-oriented-to-increase-installs

Paid campaigns geared toward increasing the number of installations are marketing activities whose main goal is to maximize the number of downloads of a mobile app. These campaigns are especially important at the app’s launch stage, when it is necessary to quickly gain users and increase its visibility and popularity.

Why is it worth running paid campaigns to increase the number of installations?

1. Fast increase in user base: These campaigns help you gain a large number of users quickly, which is crucial to your app’s early success.
2. Improve position in app stores: A higher number of downloads can improve an app’s position in search results and store rankings, which leads to greater visibility and organic downloads.
3. Increase brand awareness: Ads help build brand awareness, which is important for the long-term success of the app.

Choosing an Advertising Platform

Google Ads

Google Ads offers a variety of ad formats that can be displayed on Google Search, YouTube and the Google Display Network. Universal Application Promotion (UAC) campaigns automatically optimize ads to increase installs.

Facebook Ads

Facebook Ads, including ads on Instagram, offer advanced targeting options and various ad formats, such as images, videos, carousels, and Stories. These allow you to precisely target users based on demographics, interests, and behavior.

Apple Search Ads

Apple Search Ads is an advertising platform for apps in the Apple App Store. It allows you to reach users who are actively searching for apps on the App Store, which increases the chances of apps being downloaded by appropriately interested users.

Paid-campaigns-oriented-increase-engagement-as-a-mobile-app-marketing-strategy

Paid campaigns focused on increasing engagement are aimed not only at gaining new users, but more importantly at activating and retaining those who have already installed the app. The goal of these campaigns is to increase user interaction with the app, which can translate into higher retention, loyalty and monetization.

Difference between campaigns for installations and campaigns for engagement

• Campaigns for installations: Focus on maximizing the number of app downloads.
• Campaigns for engagement: Focus on increasing user interaction with the app by encouraging users to use its features, make purchases, attend events, etc.

Types of Ads

1. In-app ads

Advertisements displayed inside the app to promote various features, new content, special offers or updates. These can be banners, pop-ups, videos or push notifications.

2. Retargeting ads

Retargeting allows you to reach users who have installed the app but are not active or using certain features. Retargeting ads remind users of the app, offering, for example, special discounts or news.

3. Special offers

Advertisements promoting limited-time offers, discounts, special events or exclusive content available only in the app. Such campaigns can effectively increase user engagement.

Measuring Success

Key Performance Indicators (KPIs) and metrics

1. Active users (DAU/MAU): Number of daily (DAU) or monthly (MAU) active users of the application.
2. Retention rate: Percentage of users who return to the app after a certain period of time (e.g., after 7, 30 days).
3. Time spent in the app: The average time users spend using the app.
4. Involvement indicator: The number of interactions (clicks, purchases, comments) per user.
5. Customer Lifetime Value (CLV): The total value of revenue generated by a user over the lifetime of their use of the app.

Influencer marketing 

Influencer marketing involves working with influencers in their social media communities to promote a mobile app. Influencers can reach out to their numerous and engaged followers, effectively increasing the app’s visibility and downloads.

Why use influencer marketing?

1. Trust and authenticity: Influencers strongly bond with their followers, who trust their opinions and recommendations. Working with influencers can make your app perceived as trustworthy and worth downloading.
2. Reach and Engagement: Influencers often have thousands or even millions of followers, giving you huge potential to reach a wide audience. Additionally, content created by influencers is often more engaging than traditional advertising.
3. Market segmentation: By choosing the right influencers, you can reach specific target groups that are most interested in your app.

Success with the right strategy

Each strategy has unique advantages and can be tailored to meet your application’s specific marketing goals.

If you want professional help in developing and implementing a marketing strategy for your mobile app, contact Up&more agency. Our team of experts will help you develop an effective marketing strategy and execute campaigns that will attract new users and increase the engagement of current users. Contact us today to find out how we can help your app succeed in the marketplace!