The entire app ecosystem is a tough one. Apps at the top of the food chain get lots of downloads and installs. Apps at the bottom of the food chain compete fiercely for downloads and install and they only get very few. Why are some apps at the top and others at the bottom? Is there anything some apps are doing right that others aren’t?
Some apps have actually discovered the key secrets of app store marketing strategy and they are using it to lead the pack. But don’t worry. I’ll uncover all these secrets so you can boost your app’s ranking, visibility, downloads and long install. Don’t thank me now, just read. You can share your thoughts on the comment section after reading.
Top 9 Secrets of App Store Marketing Strategy
Let’s face it, Google Play is overcrowded, and more apps are launched every day and the competition for space is getting tougher by the day. Take advantage of the following strategies to stay ahead.
1. Invest in Market Research
One of the key app marketing strategy you can use to give your app an edge on Google Play is to research key players in its category. Doing this will give you a clear insight into what app users in your category value in an app.
Find out what keywords leading apps in your category are ranking high for, who are their target audience? How are their apps named? A simple app market research and analysis could reveal a gold mine in getting your app to the top of Google Play.
You should consider listing the key features of your app so you’ll figure where your app stands compared to leading apps in its category. You can find out key features your competitors are taking advantage of that you’re missing out on.
2. Take A Cue from Users Reviews
Chances are if your app has great features that users enjoy, they’ll leave a review or two on your app’s page on Google Play. But what if users are not so happy after using your app and they are so angry they want to leave a review to warn others so they wouldn’t fall victim. This is why you should make sure your app has useful features and undergoes beta testing right before you launch.
Once your app is launched, read all your app’s reviews, you’ll be surprised to discover what users are saying about your app. Some users will suggest unique features that can transform your entire app and take it to the top of Google Play.
Visit your competitors’ app page and read their reviews. See what their users are happy about and what they are complaining about. Read carefully to see if their users are suggesting any new feature. By reading your competitors’ reviews, you can learn what to improve in your app and what to avoid because you’ll identify users pain points and what they value.
3. Measure Key Performance Indicators
Some key metrics can help you identify your app’s strengths, weaknesses, opportunities and threats. Measuring these key performance indicators can help you identify and avoid pitfalls that can ruin your app marketing strategies. The following are the major key performance indicators you should focus on:
- DAU and MAU – Your daily and monthly active users.
- Retention Rate – Measure 1-, 7-, and 30-day retention rates.
- ARPU – Average revenue per user. How to calculate it: ARPU = Total revenue generated by the app / Total active users of the app.
- LTV or Life Time Value – The value of your app user over their lifetime in the app. How to calculate this: LTV = ARPU x (1/CHURN), where CHURN is the number of users that left the app after a certain period.
Figure out the most important metrics for your app and work on improving it. Do more of what works and change whatever is not working.
4. Take Advantage of Your App’s Update Description Space
Whenever you update your app, you get a unique opportunity to write the update description. Don’t make the mistake of just writing “Bug fixes” in the app description space. Rather, use the app description space as a marketing tool to deliver valuable messages about the latest version of your app. Tell your app users about the benefits of your new features and how the bug fixes will make the app easier to use.
5. Don’t Overuse Use Push Notification
Long installs is one of the key metrics Google considers in app ranking. If too many users are uninstalling your app, any marketing strategy you’re implementing will under-perform or fail completely. But why exactly do users uninstall apps every now and then? There are so many reasons why users uninstall apps. But one of the major reasons is excessive push notifications.
If your push notification is disrupting users or distracting them whenever they’re using your app, they will either use your app less often or uninstall it completely and go for another app. If the alternate app has less push notification, they’ll recommend it to their friends who will recommend it to others and the uninstall chain will continue to extend. If the uninstall trend continues for long, you’ll lose money, fall down the perking order of app ranking and gradually, your app is becoming too irrelevant to be on Google Play.
6. Launch Your App Just Before A Major OS Release or Phone Launch
Smart device users are always anticipating major phone launches and OS update. As an app developer or publisher, you should see OS update and phone launches from a different angle. Do your best to launch your app just before a major phone or operating system is released. App marketing costs are often high after a major phone release or OS update because lots of consumers download apps to their new phones and competition is higher.
Leading apps such as Facebook, Instagram, Twitter, BBM and several others often retain their top spot on many mobile devices. Many other apps at the bottom of the food chain, may have to pay the premium cost of app promotion during post-launch periods. If you’re waiting to release your app on post launch, be ready to spend more and expect a lower impact as a result of high competition.
But if you want to promote your app anytime and get the results you expect, you should take advantage of Showbox app promotion platform. Showbox has more than 3 million users in its database all eager to download, install and start using your app once you launch any time and any day. You can find out what it takes to make your app rank in top 10 on Google Play.
7. Build Your App’s Presence Online
It’s never too late to create a website for your app. You shouldn’t limit your app marketing and promotion to Google Play. The internet is too huge for you to limit your promotion to just one platform.
When you have a website for your app, you’ll have the chance to start blogging about your app. You can update your fan base about whatever is happening to your app or happening in your app. Your app users will learn about key updates and their roll out dates and the benefits of all the new features. Blogging wouldn’t just build interest around your app, it will help boost your app’s visibility on the internet.
Blogging also gives you the chance to link to influencers and thought leaders in the app industry. On your blog posts, you can start using all the keywords you want your app to rank for. Once your website start ranking on search engine result pages, more app users will find your site and ultimately more traffic to your app page on Google Play and perhaps more downloads.
8. Pay Attention to Customer Support
Customer is still king, whether we like it or not. One of the key app user retention methods is great customer support. App users often promote apps via word of mouth and a positive customer experience will help spread a great news about your app. But if you take your app users for granted, don’t forget that bad news travel faster than good news.
The entire internet is connected one way or the other. What happened on Google Play can be discussed on Quora, posted and retweeted on Twitter, shared on Facebook and discussed on blogs. Always treat every customer with great care and pay attention to all your customers’ requests.
9. Give Users Incentives To Share or Like
Social media is one of the biggest app promotion platform and there are so many of them. But when you’re growing your audience on social media and promoting your app, you’ll need the help of your users. But why should anyone bother about sharing your app on social media or liking your app’s page on any social network?
While some users will share and gladly promote your app on social media for free, many will never do that except you’re offering an incentive. If your app is a game, offer players the chance to advance to a free bonus level or get free coins or unlocking a weapon or more lives etc. for liking your app’s Facebook page or following your app on any other social network.
In whatever you do, do not promote your app before reading this list!