The world of app marketing is a confusing one and has left many an experienced marketer scratching their head. Since the emergence of mobile apps back in 2007, with the release of the iPhone and the app store, the market for apps has exploded into the behemoth that it is today. Currently there are an estimated 1.3 million apps available for download on iOS and one million on Google Play. If you are an app developer, these numbers can be overwhelming.
Your app might be the most useful, beautiful, easy to use app ever made, but if you can’t get it in front of an audience you might as well pack up and go home. Luckily for you we have put together some of our favorite/most useful app marketing resources.
So let’s put on our Don Draper hats and dive in.
Marketing in any industry can be challenging. You need to segment the market and target appropriately to reach customers you can build the best value for. This process is made even harder in a new industry that is still in the early growth phase. App Annie Intelligence is the lantern that will guide you through the market fog. It provides users with a variety of insights into the app market. Based off of many apps in the app store, App Annie Intelligence will let you see user demographics, number of downloads, and estimated revenue. Needless to say this is a great place to start gathering information on your target market to determine how you want to enter the market.
When looking at different advertising to reach market segments, one must first look at the accessibility of the segments. When trying to reach those in the mobile app market, there is no place better to market than in an app. AdMob is an in-app ad platform that works with both iOS and Android apps. There seems to be about as many in-app ad platforms as there are apps, so what sets AdMob apart? AdMob is powered by Google, which means that you get access to Google’s app user base and analytics, allowing you to specifically target your market. App category, geographical area (down to the zip code), gender, and income level are all target factors. Payment is easy to monitor as well, because you pay per click on all your ads with real time data, allowing you to evaluate and tweak ads as needed.
App Store User Reviews (Both Google Play and the app store)
An app’s success does not hinge solely on the number of downloads. More important is used retention. Many an app has acquired a large user base and lost it within weeks due to lack of user engagement. Keep a close eye on reviews posted by users who downloaded your app. If you missed a bug in development or your app has too many ads in it, your users will let you know. Listen to them. Credibility is automatically established with your app if it has a solid list of user reviews. The difference between a 3 star app and a 4 star app can be exponential. Take advantage of this and make adjustments accordingly because the perception quality of your app is at stake.
Just like you have to use search engine optimization (SEO) on websites to improve Google ranking, you must do the same for apps in the app store. This is called App Store Optimization (ASO). Using ASO allows your app to maximize its ranking on the app store, increasing the the number of organic downloads. Apptweak is a service that allows users to monitor the different factors that control app store position. It will automatically suggest different keywords you should include in your app description and monitors your apps position overtime.
Google analytics is the glue that holds all of your different app marketing efforts together. This is your mission control, the one place you can see all data about your users. From demographic information, to app page traffic, to the number of current users, Google Analytics allows you to monitor and track it all. This will give you insight into where you are losing users or keeping them engaged. In addition, it is extremely easy to install into your app. Simply put a line of code into your app and you good to go.
MaestroIQ recently received $1.75 million in funding. It is a platform used specifically for keeping users engaged and maximizing in-app revenue. Marketers can see the usage of an app, page by page, with different heat maps. It also allows users to develop automated marketing campaigns targeted specifically at individual users based off their usage history. Every user is different so MaestroIQ shines through by allowing you to provide value on the individual customer level.
Double Bonus: Product Hunt
Product Hunt is backed by a juggernaut of Silicon Valley investors and it’s sole purpose is to surface the best new products, every day. This is the “go to” place for the latest mobile apps, websites, hardware projects, and tech creations. The fact that it’s not solely dedicated to showcasing apps is the best part. Your app, or better yet, your “mobile solution” can get in front of a tech hungry audience of early adopters which will help build your user base.