Marketing Mobile Apps in Plain English
MARKETING for MOBILE APPS in 2016 FOR REAL HUMANS
App marketing written by a Colombian App store optimization expert , with French name, living in Australia… written in English. Confused already?
Good!
Because being confused is the best way to understand what it feels to be part of the App industry.
The question people always want to know is:
How do you stand out in a crowd in the App world? The App world is a f*!@&@!!@ jungle … and it seems now that smartphone and tablet desktops are the most valuable real estate in the world.
For app owners, staking a claim on the 1st or 2nd page of a consumer’s mobile device — their “Personal Real Estate” is essential, but is a challenge. How many apps did you download yesterday? I bet that a lot less than 3 years ago.
Well the App store it’s an increasingly crowded marketplace and standing out is a challenge.
“Almost 2 million iOS apps and over 10 billion daily downloads” *
(Not sure about those numbers but you get the flow, right?)
So is a no-brainer to understand that a high app store rank is essential to getting found…
Most users go directly to the app store on their device to find apps so achieving a high visibility within the app stores is essential.
Rank within app store categories, for keyword searches and for specific spotlight areas — e.g. What’s Hot — are based almost entirely on rank.
Rank = Today’s Downloads + Yesterday’s Downloads + Downloads from 2 days ago + Recent Usage/Engagement + Reviews + Secret Sauce + Cheer luck
This creates a catch-22 for app owners — to get downloads, you need a high rank but to get a high rank, you need downloads.
…but engagement is the ultimate goal.
The end goal for all brands that develop an app is engagement — an always-on connection with a user and a permanent spot on their mobile desktop.
Most brands fail in this regard — the average app is used a handful of times before being deleted.
Less than 10% of apps see repeat usage 6 weeks after download.
(this is in fact an old stat, but anyway, you get the idea)
Developers must understand mobile application lifecycle
A successful mobile app starts with a good idea — but making that idea a reality is a complex process. Devs that understand the app development lifecycle have a greater chance of achieving their goals by generating downloads AND engagement
Content Strategy = engagement
26% of app users are loyal customers — the ones that will use your app consistently become and stay connected with your brand.
Content and media Strategy focuses on identifying, understanding and communicating with these customers and using their insight to inform app development and marketing.
- Usability Testing- Testing app prototypes with groups of target users to valid content and functionality
- iCrossing- Utilizes active listening, market research and targeted user testing to develop and validate a content strategy for mobile apps.
- Market Research. Competitive analysis and industry insights. (App developers truly suck doing this)
- Active Listening. Monitoring conversations in key social spaces about a brand/app.
Media Strategy & Execution = downloads
A well-planned and carefully curated combination of Bought, Earned and Owned media create the downloads required for natural visibility and create a consistent level of awareness that captures new users.
- Earned Media. Blogs, Directories, email, PR and other earned channels promote awareness and brand advocacy.
- iCrossing utilizes active listening, market research and targeted user testing to develop and validate a content strategy for mobile apps.
- Bought Media. Targeted mobile advertising campaigns generate the high-volume downloads required to achieve rank.
- Owned Media. Brand Website, branded content and social spaces support natural search visibility and awareness.
Success hinges on a well-planned program
Content strategy and media strategy in the pre-launch phase lay the groundwork for a successful and highly visible app.
Tactical execution of Bought, Earned and Owned media post launch work in harmony to drive download and engagements.
PRE-LAUNCH:
Content Strategy — Overview
Mobile Content Strategy utilizes Conversational Analysis, Market Research and Usability Testing to inform ideation, validation and, ultimately, final development of a successful mobile application. (I know this is a bit boring but keep reading)
Ideation:
● Conversational Analysis: Competitor insights — Consumer Insights — Market trends — ASO analysis.
● Market Research- Competitor insights — Consumer Insights — Market trends — and ASO again. (yes ASO is kind of a big deal)
Validation your App:
● Usability Testing — Competitor insights — Consumer Insights — Market trends
The Mobile App Creative brief, a document that results from this process defines the criteria essential to the success of your app — i.e..:
● Target audience
● Target platforms
● Content and functionality
● End user experience
● KPIs
● Revision or removal of content/functionality from an existing ap
● Addition of new content/functionality to an existing app
Dont’ forget try to launch a minimum viable product/ app before loosing all your money
Conversational Analysis
Pre-launch, conversational analysis using tools like Nielsen, BuzzMetrics, App intelligence tools, provides detailed insights into consumer preferences that guide content strategy. In a few words: know your future app users.
Post-launch, continued monitoring shows high-level trends in terms of mentions & tonality that guide ongoing awareness and actions measurement.
Market Research
Market research utilizing primary research, internal data and subscription research tools identifies and analyzes the organizational goals, target demographics and industry influences that shape app content and features and establish KPIs. I know this sounds super serious and super boring but it is important otherwise you are going to lose a lot of money launching your ideal app.
https://www.youtube.com/watch?v=ElIRp-y-pqM
Environment
● Marketplace Dynamics
● Competitive Situation Audience
● Market Trends
Audience
● Target Demographics
Usability Testing
Usability testing of a functional beta with consumers that match an app’s target audience enables us to fully validate the content and functionality, answering key questions like:
● Is the application intuitive and easy to use?
● Is the content resonating in the desired way with the target demographics?
● Are there additional features or additional content that users want/need?
● How can the overall user experience be enhanced and improved?
1. TEST : Invite Participation. Invite audience members for testing at a logical point in the design process
2. MATCH : Identify. Determine expectations for app content and functionality based on brand and desired feature set
3. EXPLORE : Assess. Explore extent to which audience members are able to
easily accomplish tasks and site meets brand expectations
4. REFINE : Modify. Make changes based on audience feedback
My favorite tool? TestNest.co is easy to use and you can test a lot of the aspects of the app launch.
Design and Develop: Documentation
Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases.
Business Requirements
● WHO the intended audience is
● WHAT the app is features supposed to do
● HOW success will be defined and measured
Documents
● The user experience
● The content approach
● Tools, functions and features
Documents
● The user experience
● The content approach
● Tools, functions and features
Business Requirements
● What are the desired results
● How success will be work defined and measured
Functional Requirements
● How will the app work
Content Strategy: Key Take-Aways
Ideation
● Understand your audience
● Understand the competitive landscape
● Focus on the user first and the brand second
Validation
● Make sure there is a market for your idea
● Vet a beta with your target audience and apply their feedback to iterative development and improvements
Design and Develop
● Document your goals and your process
PRE-LAUNCH:
MEDIA STRATEGY
Understanding how users search for apps is essential
Most searches for apps happen outside of traditional search channels like Google and
being visible in these areas is essential to generating downloads.
A successful app marketing media strategy focuses on the areas proven to be key channels in reaching the right potential users.
Because you can’t buy what you can’t find.
Over 80% of search for native mobile apps happens within the app stores and the competition for visibility is fierce. Getting featured in an Apple Ad campaigns or in categories like “What’s Hot” or “Staff Picks” is ideal but unlikely for most.
“The ideal scenario is to appear on page 1 and no deeper than page 2 of your app’s key categories as well as within the top 2 pages of results when someone search for your keywords”
So content owners face a catch-22.
To get downloads, you need high visibility. To get high visibility, you need downloads… and to achieve both … you need MONEY!
To achieve this, you have a few options options:
● Strike a deal directly with Apple to be featured in iTunes and/or advertising campaigns.
● Make great apps
● Make them findable, use App Store Optimization.
● Sell a lot of them (or get a lot of downloads)
● Keep users coming back
Owned Media Strategy — Keyword Research
There are no keyword tools designed to ifind the best type of Keywords for your App . These are called ASO tools. — They help to assessing the competition. Similar apps the achieve a 1st or 2nd page result will help feed your keyword strategy.
“App store SERPs show 5 results per search above the fold on smartphones and 10 on tablets — the process of digging deeper than the first page is cumbersome and increases reliance of 1st page results”
Gab Strategy — App Store Metadata or Do your ASO !
App metadata is the essential, basic info that is findable.
“Keep in mind that you can only change certain metadata when you submit a new build — but you can’t submit a new build just to change the metadata.”
And this my friends really really suck… but at least you have the option to improve and keep working on
Gab Strategy — App Store Real Estate
“Your app store landing page should be eye-catching and keyword rich with descriptive content and visuals.”
Gab Strategy — Brand Web Site
Create mobile solutions designed to inform, inspire, and entertain.
Gab Strategy — Social Spaces
“App store SERPs show 5 results per search above the fold on smartphones and 10 on tablets — the process of digging deeper than the first page is cumbersome and increases reliance of 1st page results.”
Gab Strategy — — Bought Media Strategy — Campaign Planning
A substantial, well-planned media spend can generate the download necessary to achieve high visibility. It cannot, however, generate post download engagement.
Moreover, the effect last only as long as a brand continues to spend.
Gab Strategy: Planning Influencer Outreach
Connecting with influencers and engaging with users in social spaces introduces the app to new audiences and keeps the app top of mind, encouraging repeat usage.
POST-LAUNCH:
EXECUTION, OUTREACH & OPTIMIZATION
Post-Launch: Bought, Earned & Owned.
The key to success post-launch is to strike the right balance of paid, earned and owned media for promotion of your app.
● Bought. Targeted advertising that introduces your app to the widest possible audience
● Owned. Optimization of content supporting the app to increase awareness
● Earned. Influencer outreach that spread the word in key spaces
Bought vs Earned & Owned
Bought media drives the initial downloads required for visibility while Earned and Owned create an organic framework for long term awareness and engagement.
As the organic Earned and Owned tactics ramp up, Bought efforts can be scaled down to a maintenance level.
Bought Media Execution
The primary goal for Bought Media (mobile display, search, sponsorships etc.) is to generate enough downloads to create high rank and natural search visibility for the app within its target categories and featured app store lists as well as for all relevant keywords.
Once a high rank and search visibility are achieved, Bought efforts can be scaled down as Earned and Owned tactics are ramped up to support consistent awareness, downloads and engagement.
Multiplier Effect of Bought Media
● Lots of Downloads
● Easy Discovery for Users
● High App Store Rank
Earned Media Execution
Earned Media efforts focus on opportunities to generate awareness and increase likelihood of favorable media mentions, social sharing, downloads and positive word of mouth around an app.
Activities include influencer outreach to key app directories and blogs as well as to niche bloggers in an app’s vertical space (e.g. news blogs, travel blogs), email marketing campaigns and various other PR efforts.
Recommendations are delivered in the Earned and Owned Media document.
Owned Media
Owned Media activities focus on SEO , ASO (Check my ASO course here) content development and other optimization of owned media and spaces — e.g. .com Website, Twitter and Facebook accounts and other digital and offline assets.
What do you need to do?
Looked for more affordable paid media options in places where we knew people were searching — i.e. app review sites, facebook groups, etc.
Find places where to display ads on app review sites as well as a video review on a popular YouTube channel.
Invested in incentivized downloads where for a small fee, plus the cost of the app, try to get some type of guaranteed amount of downloads and reviews in iTunes.
Reporting & Measurement
1. Various analytics tools may come into place throughout the course of the Content Strategy and App Marketing Engagements depending on the activities involved.
2. Overall cumulative success of the initiatives, however, is measure in app store rank and visibility throughout the three month period post-launch. Find more info about ASO here.
3. Categorical rank and keyword visibility are tracked on a daily basis with trends mapped to the Bought, Earned and Owned initiatives executed. I personally use MobileAction for this strategy.
4. Reports are issued at the one and two month marks post- launch with the final Summary report outlining ongoing recommendations based on campaign learnings.
Launch. Rank tracking and analysis start when the app goes lives.
Monthly Analysis Summaries. Review of media mentions and directory listings
Final Recommendations. Recommendations for ongoing bought, earned
Then, we submitted to as many directories as possible.
Pay for for expedited placement in the ones you deemed most valuable. This effort is key in driving traffic back to your owned space (landing page) in the App Store.
Try to conducted an influencer outreach campaign, this means PUT AN EFFORT. This is not easy. But is worth the effort.
Try to contact high profile mobile app and gadget blogs with a promo code and a polite request for a review on their Web site and in iTunes. AGAIN this is very difficult, but hey hey hey!!! you have to try right?
“Premium app developers should always include a promo code that enables the reviewer to obtain a free copy. Apple provides you with 50 promo codes for this purpose with submission of a new app or an update.”
We kept tabs on any mentions of our app.
Once you do that you need to start following up on your requests for listings and/or reviews to ensure that we had back
links in place to our App Store landing page and Website.
“Any content that mentions an app favorably is an opportunity to drive downloads — building links to these sites is an important part of app marketing strategy (mentions should always include the iTunes direct download link).”
Mobile App Marketing Process and Activities
here is a quick brief of stuff you can do for your app. My Team compiled it from a few sites, is not 100% unique but it can help you a lot…
PRE-LAUNCH
● Content Strategy (8–12 weeks)
○ Market Research
■ Competitive Analysis
■ Industry Insights
○ Usability Testing
■ One-on-one User Testing
■ Focus Group Testing
○ Promotional Content
■ Campaign Planning
■ Content Development
● Marketing Plan Development (2 weeks)
○ Owned Media Planning
■ Keyword Research
■ Metadata and Copy (ASO baby!!!)
○ Paid Media Planning
■ Target Blogs
■ Target Directories
■ Optimization of PR, Email and Social Spaces Copy
POST-LAUNCH
● APP MARKETING (12 weeks)
○ Directory Submission
○ Link Acquisition
○ Copy Optimization
○ Influencer Outreach
○ Paid Media Management
○ Audience Management
○ Promotional Campaign Execution
○ Content Seeding
Then what? Think Facebook
How to use Facebook for app marketing? Well use facebook to keep posting news about new versions of the app, its features and the many benefits of using the app, plus your ideas for the next release. For brands with an existing Facebook Page a custom tab is also a great idea.
“Dedicated Facebook pages and/or tabs enable app developers to generate awareness and keep fans up to date on new features and content.”
There are important points to keep in mind :
Try as hard as possible to get every user into a brand ambassador and every tweet and share into an endorsement for your app. within their social graph.
But most of all, we listened to our users and we responded.
Prior to launch, please be sure to TEST and TEST but not just for for boring bugs but for validity.
This means in plain English put your app in front of many people , try to match the demographics and ask them the simply question…..
● Would you buy this app?
● What would you change?
● What would you add?
If people spend their time answering, be humble, take their every review seriously.
Key Take-aways for Launching a New App
Pre-Launch
● Do your keyword research: assess competitors and similar apps — don’t rely solely on brand keywords Pre-launch
● Use that research to build keyword rich app store metadata
● Create a list of target blogs and app directories
● Create a dedicated Web page or separate site for your app
● Plan and budget your paid media
● Plan your Twitter strategy
● Plan your Facebook strategy
● Test a beta with your target audience – and be ready to make some adjustments based on their feedback
● Integrate sharing tools into the interface of your app
Post-launch
● Submit to app directories
● Reach out to influential bloggers and request reviews
● Use Google alerts to keep track of every mention of your app
● Request backlinks from every place your app is favorably mentioned
● Tweet, blog and post to Facebook
● Engage your users and respond to their feedback
● Apply what you learn to future iterations of your app
3 Key Tips for Improving an Existing App
Assess your visibility inside the App Store/s
● Are your keywords on target?
● Have you created engaging and keyword-rich App content?
Assess your visibility outside the App Store/s
● Is your app listed in the popular directories?
● Has it been reviewed by top app sites and niche blogs in your vertical?
● Have you created branded web content to promote it?
● Do you know where your app is being mentioned?
Connect with your customers
● Are you using your social spaces to maximize awareness?
● Conduct usability testing to validate your content
● Engage your customers in social spaces
● Listen to what they have to say
● Enable them to evangelize your product throughout their social graph
● …and connect with influencers who can spread the word
Want to know more about me?
Follow me at @gabrielmachuret , find me at www.asoprofessional.com and check the top ASO too that I use www.mobileaction.co (because is awesome)
