Obtaining new users is only part of it.
If you believe that growing a user base via social media was difficult, then try to persuade users to download your mobile app.
It’s a harder task than you think because of intense competition, keyword glut, and finicky users. Consider the number of instances you downloaded an app, clicked on it, but gave up before getting beyond the login window (I’m really bad on this point). Creating a fantastic app is only the first hurdle. Marketing it to the proper users is another animal in itself. Here are some Resources for Mobile App Marketing that you should consider using when you need some help.
What is fascinating about apps is that they mostly use word of mouth marketing. The apps your friends use, you will usually use because of the personal recommendation. Some businesses, such as restaurants, for instance, survive mostly by word of mouth marketing. While you may look online for the “best pizzeria in town,” you will usually read reviews before you decide which one to go to. This approach is also used with apps.
This is why your essential app marketing strategy should consist of three important components:
- Finding trustworthy people to recommend your app.
- Limit your customer churn and keep the users you already have.
- Partner with businesses who have the same kinds of customers as yourself so you can broaden your market reach.
Step 1. Depend on Influencers
This is called influencer marketing, which is the predominant digital marketing strategy for most eCommerce businesses and apps. The successful practice of influence marketing is basically affiliate marketing with the exception that nearly all influencers today want an in-advance payment instead of some type of income sharing agreement. Of course, there are both advantages and disadvantages to both of these approaches.
The goal is to select the proper type of influencers. Businesses exist that will assist you in not only sourcing influencers but also will bargain with them in particular market niches in order to compel influencers to promote your items, services or apps.
For instance, Trend Pie essentially looks for businesses matching your specific audience and then makes your app easily accessible to that target audience. It has a base of influencers spanning to more than 250M followers, including Facebook, Twitter, Instagram, and Snapchat. It helped Drunk Mode – a mobile app that keeps you safe when you are drunk – go viral.
Step 2. Improve Retention
Obtaining new users is initially always a challenge, but persuading them to remain a user of your app is a tougher issue.
To keep your app important in the marketplace, you will need to keep more users than you give up. Called your churn rate, it’s basically how quickly you lose users compared to how quickly you acquire new ones.
There is no single way to solve a retention problem. One way is to offer users incentive for their greater activity. You can also send out push notifications or offer a rewards program for highly active users. You can be as creative as you want to retain them — just so they do return.
But the fact is that if you design a quality product, you won’t need to persuade people to return. That’s been a very surprising outcome regarding the development of messaging platforms, for instance. They get you to return simply by telling you that you just received a “new message.” Given the curiosity of human nature, users will naturally look at the new message. But to succeed at making this step turn out the way you want, you need to have a good amount of users who currently benefit from your app right now.
So, focus on greater quality and fewer marketing tricks.
Step 3. More Collaboration
In order to broaden their marketing reach, businesses have spent a lot of time learning how to enjoy the full benefit of collaboration that digital platforms provide.
Collaboration with other businesses is one of the best ways to market your app. But you want to ensure that any company for which you plan to collaborate is not a direct competitor. Rather, zero in on a business that focuses on a similar demographic, but are marketing different products.
This idea really gets explained in detail in one of my dearest books on marketing, called Brandscaping. It discusses brands that employed useful collaborations and resulted in getting a much larger audience than if they just tried to do it themselves.
Keep in mind that mobile app marketing can be a difficult challenge even in the best of times, and once you get your marketing in motion, you will still have to work doubly as hard to maintain that momentum. Marketing a mobile app is not for people who don’t like to take risks or do something different. However, if it were easy, everybody would be doing it.