With the stiff competition in the app market these days, good marketing is often the key to getting people to download your product. This is where social media can be a useful tool to you. Read on and learn how you can effectively use various social media platforms for mobile app marketing.
To effectively build that pre-launch hype, you need to know what social media channels to use. This depends largely on your app’s expected users. Research your target audience to find out which ones they frequent. If you need to think about how you will use them. Twitter, with its real-time nature, will be your primary channel for sending out quick app updates, such as this one from Supercell:
Zap your way clear for the Minion invasion with discounts for the Minion and Lightning Spell! pic.twitter.com/I6Z0z3inP7
— Clash of Clans (@ClashofClans) July 7, 2017
Platforms like Facebook and YouTube can be used to deliver more detail-focused content. Always create content that better suits the platform rather than just using the same content over and over.
You need to establish your app’s branding early for increased recall come launch date. This starts as soon as you start putting together your social media channels. Pick out the recognizable visual elements of your app, like the color scheme and logo, and incorporate it into your accounts’ look. Common places here would be the profile and banner images. Ensure consistency in the look of your accounts to further reinforce your brand.
With your accounts ready, kick off the pre-launch marketing campaign by creating teaser content. These could range from simple posts announcing your new app to more elaborate video teasers. Nintendo released this video for their highly anticipated Pokemon Go game:
Take advantage of the various features that each social media platform offers to further highlight your promotional posts. Twitter, for instance, has App Cards that let you share more information about your apps than regular tweets. They also let you add download links you can use later, when you have launched the app. The following is an example of how such an app card looks:
Additionally, make use of the various paid ad features being offered by these social media sites. They include:
All of these will give your pre-launch campaign more mileage if they are correctly targeted. You also need to take advantage of social media influencers right from outset. Look for influencers that your target users follow and engage them to help in your promotions. The influencer you choose should also be one to likely to use your app to further establish your brand.
With the teaser content already sent out, people will likely come in asking questions about your upcoming app. This is where you can truly begin building your app’s following. Respond to these comments as quickly as you can to keep the interest up. Provide them with even more information about the development and encourage them to share it with their peers.
Another way to engage your audience is to call on participants to beta test your app on social media. Create an engaging announcement to get them to sign up and share this on the appropriate social media platforms for more visibility.
Who wants to beta test?
1. Follow @iCloneOS
3. Comment what device you have
— myOS (@myOSApp) July 13, 2017
You can also encourage them to share the announcement among their peers. Getting your would-be users involved in the app’s development early will give you a core fan base to leverage on during and after the launch.
If your pre-launch app marketing went well, you will already have an initial user base waiting to download the app once it becomes available. To expand that initial group of users, carry over your earlier marketing and use it to further reinforce your app’s brand. Note that you might have to tweak these earlier campaigns to broaden their scope and capture a wider audience.
You can also create entirely new content targeted towards potential new users. These could focus on why the app should be a must for them to download, just try ot be less cocky than Uber:
bringing an industry forward by 80+ years is no small task.
— Uber (@Uber) March 10, 2010
Encourage them to go ahead and download it by highlighting the positive reception it has recieved by your early adopters.
— Uber (@Uber) May 26, 2010
Creating a variety of promotions also works well to attract new downloads. You can set up social media contests that people can join by downloading your app. The prizes that you offer should tie back to the app to ensure continued use afterwards. In its app launch contest, South African company Cape Wine Farms offered prizes relevant to its winery business:
Alternately, you can also give incentives for simply downloading the app. Discounts on the download price – if it is a paid app – would work well here. You can also provide in-app incentives like discounts on certain items. Choose the incentives wisely to facilitate continued use after the promo period is over.
Your launch day is the biggest opportunity to engage your user base. Here, the most common points of engagement would be the various issues that might pop up from users. To keep the initial interest going, your mobile app marketing team needs to address these concerns immediately.
Take advantage of the real time nature of social media platforms like Twitter to:
Creating supplementary content is another way you can engage your app’s user base during the launch. A useful one would be a YouTube tutorial which explains difficult features of your app:
Or you could create a variety of infographics that will showcase some of the app’s lesser known features. Share all this information throughout your launch day, and for a few more days afterwards, to keep your users well-versed in using the app.
After all the excitement before and during the launch of your app, interest in it may start to wane. This is where your mobile app marketing efforts need to switch to focusing on retaining the current user base and further attracting new ones.
Your current user base wants to know that you’re continuing to improve the app. Provide updates about the app’s development. Create teasers for major updates and feature rollouts you have lined up, weeks before the actual release. Clash of Clans does this a lot, releasing amusing videos for new in-game features:
Riding trends also help keep your app relevant. Holidays are the most common trends you can attach your app to. You can also look for trending topics that your app can easily fit into. Create special promotions or do one-time layout or feature changes to match the trend. Couple these with related social media posts to capture the interest of your audience.
Creating exclusive social media promotions is another mobile app marketing strategy that you can adopt. These differ from the method above in that they are not tied to a particular occasion. Thus, you can come up with these promos more frequently to keep people invested. Encourage them to share the promotions and your app’s download link to attract even more users.
Apart from creating attractive promotions, engaging your app users also plays a large role in app marketing. Good customer support as part of your marketing is vital. Set the tone of your customer engagement. Use an informal tone to put them at ease, and make it easier for them to talk to you.
Publishing more supporting content also increases app user engagement. These should focus on the fields covered by your app and could even include tutorials or articles. The guys at Runtastic regularly post fitness-related articles from their blog to their Facebook page:
Publish them on your app’s social media accounts for increased visibility. Make your content accessible from within your app for convenience. Adding a share function on your app also aids in distribution.
For the easiest things you can do to create more engagement is to encourage user generated content. This keeps your users interested, creates new content for you, and can act as social proof.
Don’t let all the comments people make about your app fall on deaf ears. Read through comments left by your fans and make note of repeated suggestions. Take them into consideration during your next development meeting for the app. You can also be proactive with it and continuously ask your user base for feedback.
Use metrics that you have set up when creating your marketing plan to determine which of your strategies did not deliver as expected. A typical metric to use is the number of downloads. You can also use other metrics like the number of comments and shares. From there, look for new strategies to further improve your app marketing. You must continually assess your mobile app marketing efforts to continue to improve.
No matter how good you’re at is just going to need some marketing. All of the biggest apps in the world use social media for their marketing. When you are using it be sure to:
Follow these steps and your mobile app marketing strategy will really take off and attract downloads. Your last step? Thank your fans…
— Pro Evolution Soccer (@officialpes) July 10, 2017