With the ease in the accessibility of the internet, the number of people engaging with the online world is constantly increasing at a 5% rate in the previous three decades. This brings a certain degree, if not completely, of obsolescence in marketing tactics pursued offline. The first step towards marketing is communicating with your audience. In order to do that, one must figure out and learn about where they could find their audience. For marketers, this implies that they must search for their audience where they are most likely to be – online.
This is where digital marketing comes into the picture. In simple terms, digital marketing encompasses all those marketing strategies that are conducted online. This article shall talk about digital marketing in-depth, along with a list of five effective strategies that will help you promote your mobile app online.
What Is Digital Marketing?
Digital marketing is also known as online marketing. When a marketer or a company decides to carry out their marketing campaign and related efforts with the help of a compilation of online platforms, including social media, email, online websites, blogs, search engines, etc., it can then be called a digital marketing strategy.
Digital marketing enables marketers to get to a larger prospect audience as compared to that that could be reached through traditional techniques. It also lets you carry out customized targeting. You can target a certain campaign at one set of customers and another campaign at another set of customers, depending on their purchasing pattern. An added bonus is that digital marketing is a lot more cost-effective than traditional advertising. This marketing strategy serves as a unit of measurement for success.
For instance, if you were to recall the last product or service that you purchased, it is likely that you bought a clothing article, ordered food, or called for a plumber. The first step to making a purchase is by searching online to learn about the available options and then making a decision about your final choice. A buyer’s decision is based on the reviews that are available on the internet, through friends and family’s word of mouth and consulting, etc. But it is a given that most purchasing decisions start online. With that being the case, a brand’s online presence is mandatory in today’s world.
Tools For Digital Marketing
Considering how important digital marketing is to encourage the growth of your company, it is advisable to invest in modern digital marketing tools to help your business compete with other companies while saving your valuable time by reducing the efforts involved in performing the tedious task of marketing.
We have some good news. There is no dearth of tools and software that can help reduce the marketing weight on your shoulders. Take a look at the following tools for your digital marketing campaign:
- Sprout Social: Sprout Social is a digital media marketing tool that allows businesses to place their assets and content together in one place. With this tool, you can time the posting schedule of your content across multiple social media platforms with utmost ease. Beyond this, with Sprout Social, you can also connect with your customers and collaborate with other creators.
- Moosend: Moosend is a digital marketing tool that is very user-friendly and affordable. It offers a great solution to marketers and companies planning to upgrade and build their lists. The platform has inbuilt codeless marketing campaigns, automation that is simple, and reports that can be easily understood.
- Ahrefs: Ahrefs is a popular search engine optimization tool. It enables marketers to study what their customers are looking for and suggests a pool of keywords that they shall adopt in order to gain their attention. In simple terms, it is a keyword research tool. Additionally, it also helps optimize their websites, analyze their competitors’ actions, learn with the help of top-performing content, etc.
- Visme: Visme is a graphic creation tool. It is a platform built to help marketers and others to create effective presentations and visualize data. With infographics becoming a form of content that is amongst the most shared content currently, Visme is ideal for anyone who wishes to enhance their company’s marketing efforts.
Mobile Application Marketing
There exists fierce competition when it comes to gaining customers’ attention towards your company or your mobile app. Along with building a flawless product, you also need to have an effective and efficient mobile app promoting strategy, if you wish to stand out in a crowd full of competent mobile app owners and developers. A common misconception with promotion strategies is that they can cost you a truckload of money, however, it does not always have to be so.
When talking of mobile application marketing or promoting a mobile app, it can be understood as a communicative process that begins from the conception of an app and continues till after it is launched. The interaction takes place between app developers and existing as well as prospective customers. The primary aim is to increase customer engagement, which in turn results in customer acquisition and then leads to user retention. One key point for marketers to keep in mind is that promotion before the launch of the app is very important.
It is crucial for mobile app developers and marketers to ask themselves the following questions:
- Who do I wish to target and reach?
- Where can I easily find them? What social media app do they use the most?
- What is the best way to promote my app?
- How can I attract the best users to my app?
- What are amongst the best app marketing strategies?
To help you find your answer to the last question in the above-mentioned list, we have hand-picked our favorite mobile app promotion strategies and curated a list of five top marketing strategies to promote your mobile app.
Marketing Strategies To Promote Your App
- Social Media Marketing
Social Media can turn out to be an extremely effective tool to promote a mobile application. Marketing a mobile app on social media is a reasonably easy and feasible task. The primary aim is to increase your mobile application’s visibility on social media platforms – Instagram, Facebook, YouTube, Twitter, etc. These platforms let you reach wider audiences and connect with them one to one.
The first step in promoting your app on the social media platform – Instagram – is to turn your average profile into a business account to establish a professional identity. Then you can adopt the trial and error approach with a plethora of marketing tactics until you figure out which one works best for your mobile app. A few ways to promote your app are as follows:
- Use engaging images: The more an image appears attractive, the more likely it is to attract prospective customers. Attractive images could include a variety of image categories such as memes, slogans, famous quotes, etc.
- Answer your reviews: This is a simple and effective way to engage with your existing customers and influence prospective customers. This also helps retain customers for longer time durations as it brings confidence in their choice.
- Use hashtags to get traffic: Despite having the image of being old-fashioned, using hashtags as a marketing tactic, surprisingly still works. This marketing strategy helps a company gain its audience’s eyeballs. Incorporating hashtags (#) in your social media posts can significantly increase a company’s customer engagement.
- Optimization Of App Store
Similar to Search Engine Optimization (SEO), App Store Optimization (ASO) involves attempting to better your app’s organic visibility on the App Store. This is due to the reason that an app will naturally gain more downloads and click-throughs if it is easily accessible. A simple way to optimize your app on app stores is by researching what keywords your target audience is searching for. Determining this will help you incorporate the same keywords into your app’s description which will help you attain organic traffic easily.
- Keep Your App Updated
To be on top of innovation and change, an app developer must regularly try to update their app. The baseline for the following updates should be according to customer reviews and feedback. Extra emphasis should be placed on negative user feedback. Criticism usually holds some value. By working upon the criticism, you can additionally earn more customers.
- Influencer Marketing
Influencer marketing is a strategy that involves collaborative marketing efforts with individuals or groups labeled as “influencers”. These people hold the power to influence their followers and admirers and hence are given the title – influencer. Tapping into the right set of influencers within your niche can lead your app to reach out to a lot more people and thereby drive engagement. Keep in mind that the key to this promotion strategy is to find appropriate influencers within your niche.
- Invest In Search Ads
This strategy is specifically aimed at Apple product users. With the launch of iOS 10, Apple introduced a new feature called search ads. This basically involves a paid advertising campaign being carried out within the Apple App Store. In all, you get to bid for your choice of keywords and whenever a user searches using the same set of keywords, your app is bound to appear on top of the search results. The conversion rate of this feature has been great so far. We suggest that you try it out for yourself.
Conclusion
In essence, mobile app marketing is about holding the hand of your customer through the various stages of the journey of a mobile app. From guiding your audience to discover the marketing campaign of your product online to successfully leading them to download it via their mobile app stores.
This article covered a list of five top digital marketing strategies to promote your mobile app. We hope that it provides you with some insight as to how to go about the promotion of your mobile app.
Vaibhav Kakkar is the Founder and CEO of Digital Web Solutions, a globally trusted agency with a full suite of digital marketing services and development solutions. Vaibhav believes in building systems over services, and has helped scale up agencies from scratch to niche-leaders with million dollar turnovers.
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My Linkedin - https://www.linkedin.com/in/rajeshkumarin
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