An important part of building a successful app is, of course, getting people to use it. From when they first learn about your app, to when they become a loyal and regular user.
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The typical way to think of mobile app marketing is as a sequence of steps, all link together. There are many steps, but here are the most important.
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Step 1 - Acquisition
Acquisition is the first step in a user’s interaction with your app. How do you get them to download and install your app in the first place?
Step 2 - Interaction
Interaction is the next step. There are different forms of “app interaction" and differs from app to app, but in general, interaction refers to a user’s first actions, like adding their email address or making their first purchase.
Step 3 - Retention
Retention means using your app on a regular basis. The industry benchmark is the percentage of an app users who use the app within 3-months after install. It’s important to note that every industry will have an individual definition of engagement as retention, depending on the nature and industry of the app.
Mobile App Marketing
A vital part of building a successful app is, of course, getting people to install and use your app. You have to convince users that your app can solve a problem, or is valuable. Some of the most common marketing mediums include:
Is one of the most popular app acquisition marketing channels. Unless you already have a large number of friends or followers, paid social advertising, in particular, is likely to be one of the most effective channels.
An even more effective channel, once your app has traction, is getting users to recommend your app, to friends and family.
App store advertising
Apple app store offer in-store advertising that app developers can purchase to market apps. Ads are displayed at the top of results when users search for specific app keywords or terms -- for example, ads for 'low cost flight' apps might appear when a user searches for 'hotels' or a destination guide app.
Search advertising using platforms like Google AdWords, is also another effective marketing channel. When someone searches Google for “workout videos” sees an ad for your 'eat healthy app'. The link goes directly to your app store page.
App sales and offers
Offering a product giveaway, competition entry, or some other reward in exchange for an app install is a common successful strategy.
App Marketing Strategy
With every successful app marketing strategy, it’s very important to keep track of your cost per user acquisition, or CPA. Some marketing channels, like your app store listing, website, or social media; costs are low, but are time-consuming.
Others, like paid advertising, can be expensive but are easier to optimise and scale. Getting the right marketing balance cost, is critical for the long-term success of your app.