You’ve built your App and rolled it out with an Awesome Launch Strategy.Now it’s time to put in place the next strategy to keep your target consumers finding, installing, and engaging with it. Let’s take a look at how users find and use your App.
App Marketing Insights
Even though your Apps live in iTunes or GooglePlay, most users discover its existence from other sources according to a 2015 study by Ipsos Media and Google.
The first encounter happens by “accident.” I say accident only in that the user wasn’t looking for it. With the proper strategy, you can target and increase exposure to increase downloads. Most of that exposure happens through normal daily mobile use.
The Ipsos/Google study reported 50% of the 8,470 people surveyed said search ads prompted their downloads. Paid search puts you right in front of your potential customer, but it’s not the only way a customer can find you. As deep linking techniques and strategies continue to evolve, organic search will change the way Apps get found. To maximize your search potential, it’s also vital to use the best keywords and two word phrases and have your mobile schema planned and executed.
Social ads also play a big role as 49% of survey respondents said they found Apps while on social platforms like Facebook and Twitter. Other ways consumers reported finding Apps included:
- 47% from banner/graphical in-App ads
- 45% from banners ads on websites
- 43% from ads appearing before or in videos
More and more today Apps find users. The encounter might happen while the user is engaged in an App they frequent, while watching a YouTube video, or web surfing. Of course, with so many Apps out there today, search and paid marketing isn’t enough.
It’s All About Me, the Consumer
To get the download, your ad or search result needs to deliver immediately. To stay downloaded, the App needs to deliver.
Wherever they appear, App ads must communicate value in the title and description. This means keyword heavy descriptions get you found, but don’t guarantee a download. To make the value of your App clear requires a combination of art and science. The science gives you the keywords and data where and when to promote. The art takes those keywords and turns them into content that drips so many benefits the consumer Must. Download. Your. App. Right. Now.
And that’s only step one. The next step requires your App deliver useful content in an accessible and simple to use way. At BFO we test Apps based on the “Drunk Test”. It evaluates simplicity and clarity, testing if someone is able to order a pizza through an app while drunk.
Be More Than A One-hit Wonder
Just because a consumer grabs your app doesn’t mean they’ll use it again. App users tend to lose interest and forget about an App after it’s served its purpose, especially if it’s not needed daily.
To avoid entering App purgatory, make re-engagement strategies part of your post-launch App marketing strategy. When you get involved in a user’s daily micro moments, they’ll more readily re-engage.
Paid ads are one way to re-engage. Incentives like discounts and coupons also works. Notifications capture attention too, but in reality the best way to become a part of your user’s mobile use comes through quality content which positively impacts their daily activity.
For more information about how best to tie all these elements together so users can find and use your App, start a conversation with us!