Do you know when it’s time to change your app marketing strategies? If not, find out today!
First, let’s do a quick overview of the different types of mobile app marketing strategies.
Different App Marketing Strategies
App Store Optimization (ASO)
ASO increases your app’s visibility. This is done by including relevant keywords in the app description. The better your ASO, the higher your app will rank, meaning more users will see your app and be more likely to download it.
This form of advertising can be free or paid. Depending on which platform you choose, paid ads might be worth the investment.
Some social media options include:
This is a good option for app developers who don’t have as big a budget to work with. The results of your efforts might appear slowly, but as long as you provide valuable, useful content, you will gradually earn the trust of your audience.
Here are some quick tips for creating great content:
- Solve problems – yes, you can mention your app in your content, but don’t stop there. Give your readers practical advice that will help them, whether or not they choose to use your app.
- Give updates – share interesting news and information about your niche so your audience will eventually come to know you as an expert in that niche.
- Engage readers – allow your audience to leave comments, and be sure to reply to everyone. This will build relationships that ultimately result in high-value users.
If you are going to blog, consider including a CTA to subscribe to your email list. Once you begin to grow your list you can send messages to promote your brand.
But don’t just advertise your app or your subscribers will get tired of hearing from you. Make sure to send out non-promotional emails as well.
When to Change App Marketing Strategies
Closely monitoring your KPIs will let you know when it’s time to switch your marketing strategy for your mobile app. So which KPIs should you be watching?
Click Through Rate (CTR)
This percentage reveals how many clicks your ad received.
If people aren’t clicking on the ad they probably aren’t interested in the app, which means you might be advertising to the wrong target market.
Clicks/Impressions = CTA
The sources that are most effective in increasing traffic to your app download page should become the focus of your marketing efforts. Don’t waste your time or money on anything that isn’t bringing in traffic.
This ratio indicates how many users actually downloaded your app. A poor conversion ratio means not many users are installing the app. Work on communicating the benefits of your app to convince users it’s worth downloading.
Downloads/Page Views = Conversion Rate
Cost Per Acquisition (CPA)
Although effective marketing strategies are worth the investment, you want to make sure you aren’t paying more than your budget can handle. CPA shows how much each download is costing you. If it’s too much, it might be necessary to cut marketing costs.
Cost/Conversions = CPA
Free to Paid Conversion Percentage
An app developer’s ultimate goal is to turn the app’s users into paying customers. Users who continue to use the app after downloading it are more likely to invest in the paid version.
Measure the effectiveness of your marketing strategy at this crucial stage by calculating the free to paid conversion percentage. This will tell you how many of your users became paying customers.
The success of your app depends on the effectiveness of your mobile app marketing strategy, which includes your target market, your chosen marketing methods, and measuring the results with KPIs.
Once you have found the best marketing channel for your app, most of your efforts should be put towards optimizing that channel. However, there may come a time when you need to change your marketing strategy. By constantly watching your app’s KPIs you will be aware when it’s time to make the change.