So, you’ve worked tirelessly on app development and you’re finally live on the market. Congratulations! … but you’re not in the clear just yet. With over 1 million apps on the iOS and Android marketplaces and only so much (or rather, little) room for organic visibility, your team would be wise to develop a post-launch advertising strategy that’ll help your app find its way to more loyal users. As more than half of all internet activity now takes place on mobile, it’s about time to get more intimate with the intricacies of these handheld devices in the sphere of app marketing and advertising outreach.
Re-target
It goes without saying that you absolutely must put in time, effort, and analytical skill before launching to know exactly what you want achieve and to whom you are targeting your app and its offerings. Post-launch, it would be in your company’s best interest to revisit your targeting efforts to make sure either they’re on par with initial assessments or to tap into new sectors. In order to succeed in this initiative, you’ll want to collect as much data as possible on your users in order to optimize their experience, discover what works and what doesn’t, and tweak both dev and marketing to spur further app growth.
Generate a system that easily compiles user data, whether that may include having users fill out profiles unique to your app or by connecting through a network sync with the likes of Facebook or Google. The information you gather will help you assess your user base in a more heightened manner, allowing you to reevaluate your existing efforts while also providing insights that will help target ideal advertisements for your app. Luckily for you, new technologies have picked up on advertising inefficiencies of the past (e.g. advertising for products that the user already owns or is not compatible with her/her OS), so you’re more likely than ever to generate relevant ads that’ll lead to successful click-throughs. Finally, be sure that your keywords, descriptions, and diction in general are optimized for the app store. Keep the most important information at the fore, and try to avoid excessive keyword repetition and inefficient word choices.
Re-engage
Engagement and user retention should be two of the main focuses on your app following its launch. Whether or not you have the budget to invest in paid user acquisition, amassing this population at the beginning isn’t enough to fully sustain your mobile business. (In fact, some figures state that you’re lucky if 20% of your users return to your app regularly.) Once you generate an existing user base, invest your time into this community by paying careful attention to their habits, behaviors, and reviews. Use market research to your advantage; look at user reviews and ratings – both of your own app and its competitors – to see common and/or recurring issues, and then address them in both developmental updates and community communication. For instance, instead of just writing ‘bug fixes and maintenance’ on an update, create engaging, personable copy that informs the user that your team listens to and addresses real users’ issues and commentary.
Next, use push notifications to your advantage by gently reminding users of what they’re missing out on when your app isn’t being opened. However, be sure to allow for modification of push settings, as few things will warrant an uninstall faster than continuous, persistent, and/or undesired notifications. Finally, if you’d like to re-engage users already familiar with your app, incentivize them with special promotions to reel them back in. Create personal-minded CTAs that simultaneously express the value of your app as well as your appreciation for each individual user.
Ensure that your advertising messaging and communicative efforts are part of a friendly dialogue rather than a one-way street. Create emotional appeals that’ll reel in users in addition to providing an engaging app from the first place. And, of course, measuring, testing, and thoughtful evaluation will comprise your golden ticket to post-launch mobile app advertising success.
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