What is Retargeting?
Over 1,600,000 apps are available on Android and Apple app stores. And your app has to beat thousands of others to be deemed successful. The bar is set exceptionally high.
It isn’t just enough to create the best app out there. It is also important to market your mobile application for the world to know of its existence and exceptional functionality. The best way to market your app is through the App Store. But supplementing that with other initiatives is crucial to the success of your app.
How do you put your app in the spotlight and ensure a million downloads? How do you go about creating a frenzy, so people talk about your app just as much as they purchase it? How do you get your app attention among millions other just like it?
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Here are 10 tips from the pros to help you do just that and a lot more!
Carry Out App Store Optimization (ASO)
As mentioned earlier putting your app up on the App store is the first step. Both Google Play and Apple’s App Store don’t just randomly display apps to visitors. Make sure all the relevant details and other listing requirements of the App store have been fulfilled carefully.
They have an algorithm that considers a variety of factors when displaying apps to users in search results. These factors include ratings, tags, availability of screenshots, regional popularity, app title, download size, etc.
This sounds a lot like SEO, but it’s not. SEO primarily focuses on Google while App Store Optimization is a much broader game.
When doing ASO, pay special attention to your app’s title. Make sure it describes the functionality of your app. Next, use Google’s Adwords Keyword Tool to identify the most pertinent keywords and phrases people will use to search for your mobile app. Make sure the device settings have been turned to mobile.
Use Facebook Marketing to Your Advantage
Facebook advertising platform is one of the most effective ways of putting your app in front of thousands of relevant audiences and potential users. Use the built-in power editor to manage your ad demographics. A strong social proof including page promoted posts and sponsored stories targeting specifically at mobile users can become a powerful combination. Hi-res images and URL posts should also be a part of your app marketing campaign on Facebook.
Promote Your Tweets
First Just like Facebook, Twitter is also a great way to find new users for your app. In fact, promoted tweets are an effective way to drive downloads for your mobile app. If this is your first time doing it, we suggest you start off with a small budget and test different segments and keywords to figure out what is driving the best results for cost-per-acquisition, and then continue down that path.
Build Virality Right into The App
The potential for virality should be built into your app. You can make marketing an intrinsic part of your app by giving users the ability to share what they like to their social profiles from within the app. If they can convince at least one more person to give it a try, your app is all set for linear growth.
App Store Optimization is also driven by reviews and ratings left by users. People often refer to comments left by others when deciding if they should download a certain app or not. But beware of getting fake reviews because these may trigger the spam filters at the App Store. Instead, entice your existing users with an extended subscription, or extra credits. They’ll give a review in return for something useful, and that’s a win-win situation on all end.
Join an Ad Network
Now mobile-specific ad networks are something new, and they are growing fast. Hundreds of mobile ad networks have popped up. iAds, Moliva and Google’s AdMob are the famous ones. Check out these mobile ad networks.
Create a Microsite
A small website for your app can open you up to more digital marketing tactics that may not be applicable to Mobile App Marketing itself. For example, if you have an app that gets doctor’s appointments. Build a website around the key phrase ‘doctor’s appointments in New York’. This way you will catch the attention of the approximately 30,000 people searching for this phrase on Google. If you decide to design a micro-site, make sure you use good coding practices for the best ROI.
Leveraging other people’s audiences is a great way to drive attention to your mobile app, and increase app installs significantly. Prestige publication sites such as Mashable, The Next Web and Huffington Post have millions of visitors in a day. And one well-written strategically placed blog or article can help you gain a fair share of that traffic. More niche publications, for example, the ones in your industry are good too, but they might not generate the stellar results you are looking for. The traffic one post on Mashable can drive is massive, in fact, it is equal to 10 guest posts on other smaller sites. Aim for the stars.
Retarget Your Ad
Retargeting or remarketing is a potent form of online marketing. For most websites, only 2% of the visitors download or convert on the first visit. Retargeting is a way to get back at the remaining 98% who aren’t converting straight away.
You can use retargeting to run ads (on Facebook, Google, or any websites supporting Google Ads) to people who have already visited your app microsite but not yet downloaded it. These ads convert well – as you’re only advertising to those who already know about your app.
Email marketing sounds like it’s straight out of 2005. But it is still one of the most efficient ways of building a fan base, getting brand advocates, and driving traffic to your app on the app store. Why not build a newsletter that can disseminate weekly to potential users and your website’s visitors? They’ll remember your app because they’ll get to hear from it often, and they may just be inclined to download your app.
We hope that these ideas will help you market your app successfully and get it the exposure it needs to succeed.
Sohail Rupani is a senior SEO strategist at PNC Digital, a digital marketing agency based in Orlando. He specializes in SEO and SEM techniques. He is passionate about technology and loves to analyze the tech industry in his spare time and stay in touch with the latest happenings. He also writes technical articles about SEO and digital marketing. Follow @sohailrupani for more updates.