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Mobile app promotion strategy
This document provides a mobile app promotion strategy. It discusses metrics to measure app effectiveness like active install rate and average app rating. Content should be created to explain how to use the app across blogs, social media and more. A product demo video should be recorded. A dedicated landing page should be launched to direct users to sign up for alerts. Targeted paid ads on platforms like Google AdWords and Facebook can be used to promote the app during launch. Key performance indicators like downloads, shares and leads will help evaluate the strategy's success.
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Mobile app promotion strategy
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- 2. Mobile Apps ->Fast Facts • Total iOS downloads = 50 Billion (source) • App Store and Google Play have over 800,000 apps each (source) • Over 1.2 Billion App users Worldwide (Dec 2012) • Expected Annual Revenue (in-app purchase, paid apps, subscriptions) = $25 Billion Yet 1 in 4 mobile apps, once downloaded, are never used again.
- 3. Index 1. Define Success 2.Claim Your Social Accounts 3. Create Content 4. Record a Demo 5. Launch a Dedicated Site or Landing Page 6. Content Planning: SEO, social, blog, SMS, alerts 7. Targeted Paid Ad Placements
- 4. MOBILE USER TRENDS,KEY SEGMENTS & PERSONAS
- 5. Who Uses Apps..and Why?
- 6. OBJECTIVES, KEY METRICSAND KPIS
- 7. Metrics to MeasureApp Effectiveness Recommended KPI starter kit 1. Active Install Rate – the number of users who install the app and don't uninstall 2. Number of ratings the app receives 3. Average Rating in the app marketplace Setting a few benchmarks, most free apps have a higher active install rate during the first month, around 50%, after which it levels off around 30%. Average Rating = 3 (out of 5) Our Goal is to Strive for higher to maintain a healthy active install rate.
- 8. Tactical Metrics tobe Consider in Mobile 1. Total App Downloads 2. Contest or Sweepstakes Entries 3. Social Shares / App Reviews 4. Web Traffic – new vs. return visitors 5. Social Engagement / Channel Growth 6. Unique Leads Collected 7. Accounts Opened 8. Revenue Generated
- 9. What Keeps theUser Engaged? • Rewards points • Push notifications to let users know of the new • Contest or Sweeps Entries • Product Demos & Feeds • University – learn & earn • Ideas – help us improve • Affiliates – save via Referrals
- 10. DIGITAL CHANNELS, TACTICS,INTEGRATIONS AND CONTENT STRATEGY
- 11. Claim Social Accounts& Use social media to… 1. Feature a showcase of the app while it is fully developed 2. Solicit feedback and ideas from your future users Visual channel = Great place to show product in final stages, and snag good suggestions for UI/UX improvement Remember, our immediate goal isn't web traffic – but want to drive app downloads first.
- 12. Create & DistributeContent Spend time in creating content that clearly explains how to use mobile app. - Blog posts - Press releases - Social media content - Website copy - Email marketing copy Schedule to check periodically in social during launching month to provide real- time updates on: 1. Support issues 2. Reviews 3. Respond to user recommendations
- 13. Record a ProductDemo – Video Format
- 14. Launching a DedicatedLanding Page To complement social promo efforts, launching the current page even if your app hasn't yet hit the market. Direct users to this page of your site Let them view your demo or video Include sign-up for email / SMS alerts when app launches or updates
- 15. Content Planning After Development(3-6 mo.) - Focus on one initial app store - Landing page design - On-page SEO for landing pages / blogs During App Testing (1-2 mo.) - Demo – push to YouTube & landing page - Content aligns to App Store SEO Checklist - Promote launch date in PR, blog, social - Add to Social Calendar & Email Newsletter - Set up App launch alerts & email trigger(s) Launch (1-2 wks) - Feedback from teams, BETA users, media - Cross-promo placement - Paid media planning
- 16. Targeted Paid AdPlacements With Google algorithm's freshness rule remaining consistent, gain SEO traction for the mobile app launch - Complement SEO presence with paid advertising during launch week - Run AdWords campaigns to mobile search users only – use landing page for SEO / SEM Set up paid, targeted ads on Facebook to drive users to your Facebook Page or the Mobile App Download - Greet them with a welcome screen encouraging sign up for your mobile app -Sponsored Tweets and paid YouTube (with link to app) also strong promo opportunities
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