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The Secret Formula to Marketing In The App Store

The Secret Formula to Marketing In The App Store

The total number of apps people use on average has not changed much over the past few years. This means consumers are combining their app choices, and spending more time with a few favorites. This creates and added pressure to stick out in app stores, and create apps that can gain and retain a devoted audience. The current app market is very congested. There are an overwhelming number of choices in every classification, and constructing a great product is no longer sufficient enough to entice and keep users. The system as a whole is very new, with the iOS App Store beginning just five years ago in 2008. Over the last five years it has rapidly become a two horse race, with iOS and Google Play being the chief contestants. Without a doubt, there are other feasible contenders playing for third, such as Microsoft or Amazon, but iOS and Google Play are obviously leading the pack. Simultaneously, the opportunities have never been greater. In the world of apps, standing out in a sea of more than 1.3 million apps is crucial and ranking is key. Nearly half of all mobile app consumers recognized browsing the app store as a favorite technique for finding new apps. Which means that better rankings mean additional downloads and better discovery. Enter the SEO for App Markets, the App Store Optimization (ASO). Here are some ASO pros tips to get your app out there successfully:

Remarketing to Users Outside of the App

Mobile remarketing will offer app marketers the chance to bring back hesitant customers with highly targeted ads outside of the app. Tailored ads that previously exist on the web will now exist on mobile with the capability to retarget clients based on their in-app actions and profile informations. An amazing example of remarketing outside of the app is the recent surge in TV and Online Video commercials for apps. A leader at that was Clash of Clans which went viral with its comedy themed commercials. Apps are becoming depended on original advertising.  

Free Or Paid

A big concern is whether you market a free, freemium, or paid app. Until now only 35.8% of US smartphone users are regularly purchasing an app. While the paid market is not dead and can still yield reasonable achievements, Hybrid models of in-app advertising, in-app purchasing or even subscription services can be much more profitable for publishers if they get it dead-on. A premium paid app better guarantee it is remarkable if users are to buy it, regardless if it’s $0.99 or more. Assess how the app fits into the business model, analyze the competitive setting, and do not be scared to try different pricing models until you find the best method. Obviously most people love free stuff but also appreciate the apps that have a modest cost, some even search for paid apps specifically hoping for premium quality.
Vector of Office set for work .computer,smart phone,coffee,desk,tablet,picture,note
Vector of Office set for work .computer,smart phone,coffee,desk,tablet,picture,note

Work Backwards

With application marketing, the greatest way to go onward is to work backwards. Start with your end goal by finding the key event inside the app that provides the most value. Identify the key steps a user must take in order to receive that value. How they create an account. Before that, how they search for and find the app and remain inside it. See the whole process step by step. Having a flawless outline of this process will allow you to not only gain an improved understanding of your users, but also to figure out what you can do to guarantee people move smoothly through it. The next step is to create a marketing campaign that will appeal the kind of users you want: retargeting, blogging, press marketing, partnerships, videos, paid search.

Analytics Also Apply For Apps

Mobile analytics are also helpful in recognizing key characteristics about your users. For example, do you see a higher percentage of women or men interacting, or whether downloads come from certain geographic locations. It is also crucial to decipher the difference of the app success between Android and iOS. This gem of data will help you be even more direct and thus more impactful, about your advertising. To Start you should have some web analytics installed in your app. There are plenty of options: Piwik, Countly, Flurry and obviously Google Analytics. If you spend a lot on paid promotion, want better ROI tracking or attribution analysis then I’d also suggest including a tracking SDK such as Adjust, Tune, AppsFlyer, Kochava, or Localytics.    


James Mello
James is the Lead Author & Editor Product2Market of Blog. James writes for the Product2Market blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Product Marketing.