5 step 2017 influencer strategy for app marketing
Get the jump on your competition this year and plan your yearly influencer marketing strategy.
Planning ahead is not only going to make your life easier, but will help you achieve more efficient and more effective marketing for your app.
So what are we trying to achieve with app promotion?
No doubt you need quality installs and good reviews to either rank in the app store, or improve your current ranking.
And probably exponential growth in users is pretty high on your wish list too.
The good news is if you put a little thought into your influencer marketing strategy, these goals are easy to meet.
Here’s five steps to creating a brilliant app influencer marketing strategy for 2017.
If you’re launching an app this year, check out this article on best practice of how to do it with influencers.
You can also get our free app store ranking checklist.
1. Choose a social media channel you want to focus on
For apps, we have found the most effective influencer marketing is on YouTube.
If it’s a gaming app you are marketing, you might also want to consider Twitch, which is another video site hugely popular with gamers.
Videos consistently generate a higher engagement rate because the audience’s attention is held for a longer period of time compared to posts on other social media channels.
The engagement rate is important because it is the most accurate predictor of click through rates on links attached to the content that take the viewer back to your app.
YouTube and Twitch are particularly good for getting quality installs, because the app’s unique selling point can be fully explained and the product even demonstrated during the video.
In short, it means the people downloading it, know exactly what they’re getting beforehand and are more likely to stick.
YouTube has the upper hand in terms of the data available to marketers.
Not only can you attach tracking links to your app in the video description, but you can also see views and demographics of the audience.
It makes it easy to calculate cost per view, cost per click and cost per install so you can accurately measure your return on investment — and determine if you are truly reaching your target customers.
It also does’t hurt if your influencers have secondary social media channels they can promote your sponsored content on. This article talks about the benefits of working with multi-channel influencers.
2. Test influencers that look good on paper to see if they deliver the expected return on investment
Break down the demographics of your target customers, very specifically. The more precise you can be the better for your conversion rates.
The key determination of whether your sponsored influencer content pays off is not reach, but reach to your target customers.
Use the audience demographics provided by YouTube to see if the influencer is a good fit for your app and your goals.
Look also at their engagement rates, including likes, shares and comments. The higher they are, the higher your click through rates.
For more information see our previous article on the six most important things to consider when selecting an influencer.
You can also get our free influencer selection checklist.
Hire several influencers for your first test, some will work out well some might not.
Analyse the results to establish which ones delivered what they should have.
Bear in mind if you are targeting, for instance, the UK, you need to be aware that the audience of the UK YouTubers will likely be spread among English speaking countries such as the US, Canada, Australia, South Africa, India, and so on.
For some YouTubers it’s more obvious than others, with sometimes more than 70 per cent of the audience out of the targeted country.
3. Continue working with your best influencers for six months to a year
Once you have identified the influencers who give you the best return on your investment — sign them up to work with your again!
This relatively new approach is being rapidly adopted by bigger brands in an effort to optimise their influencer marketing channels.
By sponsoring the influencer to produce one video per month for six months, for example, you will optimise your briefings, influencer relations and you’re probably more likely to meet deadlines.
In addition, you are building trust with your target customers (most of whom need more than one touch point with your app to be convinced enough to install it).
At its heart, influencer marketing is word of mouth marketing, partnering with influencers long term can only lend more weight to the idea they believe in your app and see genuine value in it.
Keeping a constant presence in front of our target customers, can not only drive a steady stream of sales but can improve your brand profile in case you bring other apps to the market.
And, more importantly, your cost per install should decrease with the influencer portfolio model as you negotiate recurring deals meaning your return on investment will be better.
Try and negotiate recurring deals with influencers who have the best growth, this way you’re essentially booking an online superstar for a fraction of the cost.
4. Keep testing new influencers to see if you can improve your results
You need to keep hiring fresh influencers for three reasons.
Firstly, in order to keep optimising your return on investment you need to make sure your working with the absolute best influencers for your app and goals.
While building your portfolio makes the influencer marketing process more efficient, it’s only going to go so far if you’re not working with your ideal influencers. How do you know? You keep testing, analysing the results and discarding the influencers who aren’t delivering what you need.
The second reason to hire new influencers is that you need to work with more and more as the year progresses.
It’s not enough to work with five in January, sign three for long-term sponsorships and think you’re done.
It’s a great start, but by the time May is rolling around you might be nearing the end of your recurring deals and you’ve got nowhere to go.
Not to mention, your target customers are not going to be convinced you’re the next big thing if you’re not growing your marketing efforts.
Last, but by no means least, your competition is already doing it — don’t fall behind!
Example of app influencer YouTube video
5. Increase your budget as the year progresses to scale your influencer marketing
The key to making influencer marketing a legitimate marketing channel is being able to scale it.
And honestly, it’s not that hard! In simplest terms, you need to gradually increase the volume of your sponsored content throughout the year.
For example, your plan might be:
- Hire five influencers in January
- Keep the ones who gave you your target return on investment (let’s say two for the example)
- Hire another five new influencers for February, plus re-commission content from the two you’ve decided to work with again (seven in total)
- In March, hire five new influencers and re-commission content from your best January and February influencers
You get the idea!
By building your portfolio of best influencers and continuing to hire new influencers each month, you are scaling your influencer marketing efforts month on month.
If things go as planned, your return on investment should get better month on month which means you can spend more each month on influencer marketing.
Dominate 2017, start planning your influencer marketing strategy now.