How to Build a Successful App Marketing Strategy [Part 2]

October 21, 2016 | Raj Srivastav

Recently, we posted part 1 of of this series (read that here) where we talked about the importance of creating a successful app marketing campaign. We covered why you should and what NOT to do. From focusing too much on perfection to unclear messaging, and the proper approach to creating an app marketing campaign, we covered it all.

But this post is going to focus on what you should do, covering the tools and tricks to making a successful strategy. So, without further ado, let’s dive right in.

Tip# 1: ASO and SEO

App Store and Search Engine Optimization are important steps to creating a successful marketing campaign. We’ve talked a lot about both already, so we won’t go into too much detail. But suffice to say, even if you just have an app, creating a live website (even if it’s just a landing page) that is Search Engine friendly is important.

But more important is making sure that your app is App Store friendly. Again, we’ve covered this quite a bit already, but some quick pointers:

• Keywords in titles. While not sexy, having a keyword in your title means that your app is more likely to be retrieved in a search.

• As we mentioned in the previous post, apps are an iterative process that evolves continuously. Use analytics to drive targeted growth and optimize your app for marketing at the same time.

Tip #2: Analytics, Analytics, Analytics…Did We Mention Analytics?

Another thing we talk about often is the importance of data when it comes to growth hacking a tech enterprise. Having superior Big Data analytics is vital to a successful company in the modern world. With improved power and real-time data metrics, a CEO can be in full control of their business.

More importantly though is researching your industry to figure out what metrics you need to be watching. These are called Key Performance Indicators (KPIs) and while some are pretty general and widely applicable, each industry has targeted metrics. SDI can help you identify which ones work best for your company, even showing you how to identify other KPIs as your business grows.

Tip #3: The Message

Yea, we covered this in the “Do Not Do” part of this post, but messaging is important. Out of all the app marketing Triage projects we’ve had, the problem so often revolves around an inconsistent, unclear, or too broad of a message.

For instance, what if Uber had decided their message was “order a car and driver.” How is this different than a taxi? What USP does it highlight that distinguishes it from a competitor? While we made the argument earlier that simplicity is key, this is too simple. It makes no convincing argument to pick up Uber.

Or they could have gone the other way and marketed Uber as a delivery service, which would have thoroughly diluted their message. While now we know that Uber is basically a delivery service (delivering you, food, or anything else these days!), the marketers behind this campaign knew they had a fine line to walk.

So basically, the key to a perfect message is to not go too broad but to avoid being to targeted as well. You need to perfect distillation of your app, stated in a catchy, effective way that catches the eye and tells people what you want.

Tip #4: Hire Experts

Feels like too much to balance with everything else? That’s why you hire people who know what they’re doing and have done this for hundreds of apps. Give us a call at 408.805.0495/408.621.8481 – or click to contact us!

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