6 Mobile App Marketing Essentials for Developers (part 2)
In part 1 of this article, we discussed a few of the “low hanging fruit” mobile app marketing techniques that developers need to remember in order to get the most downloads and attain the most revenue. Even if you don’t consider yourself to be a marketing expert, there are several basic, fundamental marketing tactics that every app developer needs to be aware of.
Here are a few more mobile app marketing essentials…
Test and optimize in real time
The beauty of marketing in the digital world is that everything we need to make things better for our apps and our users is constantly at our fingertips. App developers can get 24/7 updates and user feedback on the performance of their mobile app marketing, and can make adjustments as needed at the click of a button. Here are a few tips for real time testing and optimization of your mobile app marketing campaigns:
- Run multiple test advertising campaigns before your main campaign: Split testing is a tactic where developers can test a few different combinations of visuals and copy – for example, various thumbnail images from the app, along with short descriptions or enticing language to get people to click through – in an attempt to find out which combination works best. Split testing for mobile app marketing can be subtle – it might be surprising to see which images and text combinations perform much better than others. Do a few test runs first, and then choose the best performing combination to serve as your final mobile app marketing campaign. Don’t just rely on your gut! Even if you’re an experienced marketer, you will end up leaving money on the table.
- Optimize your campaign by selecting the most effective creative and ad platforms: There are a variety of mobile app marketing ad platforms available, ranging from free app promotional networks to paid search advertising to Facebook mobile app install ads. Before you commit significant resources to any one platform, do a few test runs to see which ones work best – and you might need to test a few different combinations of creative (images and text) and platform. For a variety of reasons, different mobile app ads will perform better on different platforms – but you don’t know until you try.
Join an app promotion network
There are a variety of app promotion networks, and most of them are free for developers to use. These app promotional networks can put your app in front of a much larger audience – don’t miss the easy opportunities here to get more downloads. Some of the best app promotion networks include Gamehouse, PlayHaven, and TapJoy.
Build a marketing plan
Effective mobile app marketing cannot be a haphazard, scattershot affair – you need to have a plan and make your mobile app marketing systematic and rigorous, changing your tactics as you go, depending on what new data and feedback you get. Now as you have tested different marketing channels for your app, it’s time to put the most effective options into a detailed marketing plan, define a budget per channel, and decide on timing. Remember the importance of creating a spike at launch, but also think ahead about how will your app sustain interest among prospective users and keep existing users coming back.
A good mobile app marketing plan will serve as an ongoing road map to keep you advertising, blogging, tweeting, posting on social media, and doing the various other things that will keep building a community of users around your app and keep your app alive and top of mind for your existing user base.
Mobile app marketing is not something that ever truly “ends” – it’s an ongoing process of engaging with your users, learning from what works and what doesn’t, and analyzing data and feedback to constantly improve and align your marketing techniques in a way that is most effective. Even if app developers don’t consider themselves to be “marketing experts,” the fact is, mobile app marketing is almost as important to your long-term success as the code you write.
Fortunately, many app developers can adapt their technically-minded working styles to gain key insights from analyzing data, from testing multiple combinations of marketing creative, and from constantly tweaking and adjusting to solve problems and make things better.
Join the conversation. What do you think are the best ways to get people interested in your app – or find people who are already interested in the subject matter of your app? What is the best – or worst – mobile app marketing tactic that you’ve ever tried? Leave a comment and let us know!