App marketing is a challenging beast. You need to balance between investing in user acquisition and maintaining the right balance of paid and organic outreach. You also need to factor in seasonality, geography, cultural trends, and more. Creating an effective app marketing strategy can be difficult under these circumstances.
However, if you have an excellent game plan from the get-go, you’ll have a much easier time executing your app marketing strategy. Download this FREE e-book for 10 easy steps to create a winning app marketing strategy.
Define your app’s marketing goals
If you don’t know what your app marketing goals are, then you likely won’t be able to create a successful strategy. If your marketing goal is to grow the user base, but you’re only acquiring a few thousand users each month, then that growth is simply not going to happen. It’s important to define the expected outcomes for your app marketing goals. The most common app marketing goals are:
- Grow user base – Does your app have a high retention rate among existing users? If not, then you’re not capturing new users.
- Grow revenue – Does your app generate enough revenue to cover the cost of app ads and content? If not, you need to find new revenue sources. Or, you need to decide if you’re okay with lowering the profitability of your app.
Conduct an audit of your app’s marketing channels
After you have your app marketing goals defined, you need to conduct an audit of your marketing channels. This will help you identify what channels are currently being used and which channels are not performing well. It will also allow you to assess how successful each channel is at generating leads. Before you begin, it’s important to define your app’s target audience. You can do this by mining data from your app’s analytics, or you can use an app marketing tool to help you do this.
If you’re not sure what your app’s target audience is, you can analyze the app reviews to determine this. You can also use the app’s landing page to determine what the app’s intended audience is. Once you’ve determined the target audience, you can begin to audit your marketing channels. Start with your top priority channels and audit their performance.
Choose your top priority channels
After you’ve conducted an audit of your top priority channels, you need to select your top priority channels. There are many factors you need to consider when picking your top priority channels, including:
- Your channel’s performance – Does your channel perform well at acquiring users and generating revenue? If not, then you should look to improve its performance.
- Your channel’s cost – How much do you spend on each channel? If you have low channel spending, then you should focus on a channel with better performance at a lower cost.
- Your channel’s growth potential – How much growth can you expect in the coming months? If you’re not expecting significant growth in certain channels, then you should change your strategy to focus on channels with higher growth potential.
- Your channel’s impact on your overall app marketing strategy – Does your channel fit well with your overall app marketing strategy? If your channel is not central to your app marketing strategy, then you should look to add it to your strategy.
Build a content strategy for your top priority channels
After you’ve selected your top priority channels, you need to develop a content strategy for each one. This content strategy should include a strategy for content creation, a strategy for content distribution, and a strategy for content optimization. For each top priority channel, determine the type of content that can generate the best results. You can use your app’s core metrics to help you with this determination.
Build an ad strategy for your top priority ad channels
After you’ve created your content strategy, you need to develop an ad strategy for your top priority ad channels. You can use the same core metrics you used for your top-priority channels. You can define your ad strategy based on the demand for your ads in the ad networks, and their demand for the ads. You can also use your app’s core metrics to help you with this determination.
Decide which botnet channels will benefit most from improvement
After you’ve created your content strategy, and have an ad strategy for each of your top priority channels, you need to decide which channels to focus on. This will help you prioritize channels that will benefit most from any improvements you make to your marketing strategy. You can use the same metrics you used for your top priority channels and your overall app marketing strategy. Use the data to decide of which channels perform the best in your overall strategy.
Establish a brand awareness goal for all other botnet channels
After you’ve decided which channels to focus on, you need to set an awareness goal for all other channels. This awareness goal should be set based on the brand awareness you want for your app. You can identify the brand awareness for your app by comparing your app’s metrics to the metrics of your competitors. You can also use your app’s landing page to make this determination.
Estimate the cost of improving each channel to determine which to prioritize next.
Now that you know what you need to improve, and which channels you should focus on, it’s time to figure out which channels need improvement. To do this, you need to look at your cost vs. performance data and make an assessment of each channel’s cost vs. its performance. To make this determination, you need to estimate the cost of creating an ad for each channel. You can then use your cost vs. performance data to determine which channels need improvement the most.
Estimate the average performance for each channel and determine which to prioritize next.
Once you’ve determined which channels to focus on, you need to look at the average performance of each channel. This performance data can help you assess which channels need the most improvement. You can use your cost vs. performance data to help you make this determination. Once you’ve made this assessment, you can start on the best botnet channels to improve first.
Dig deep into the data to find out why some channels perform better than others
The data you gathered from your channel audits and channel performance assessments will provide you with a wealth of information about each channel’s performance and trends. This information will allow you to make a more informed decision about which channels to improve. You can use the data you gathered to decide which channels perform the best in certain metrics and then focus on those channels next. This will help you determine why some channels perform better than others and help you make the most informed decision possible.
Wrapping up
As you can see, creating a successful app marketing strategy can be challenging. However, with a little determination, and some creativity, you will be able to find a way to grow your app’s user base. In this article, we’ve provided 10 easy steps to help you create a winning app marketing strategy.
