ios mobile app promotion strategy 2014

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Mobile App Conversion Strategy How to Create Lovable Campaigns for iOS & Android Promo Apps http://bit.ly/mobile-app-strategy-2014

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How to Create Lovable Campaigns for iOS & Android Smartphone Apps - includes a step-by-step guide to traffic and conversion optimization.

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Page 1: iOS Mobile App Promotion Strategy 2014

Mobile App Conversion Strategy

How to Create Lovable Campaigns for iOS & Android Promo Apps

http://bit.ly/mobile-app-strategy-2014

Page 2: iOS Mobile App Promotion Strategy 2014

• Average cost to develop a mobile app = $6,453 (source)

• Total iOS downloads = 50 Billion (source)

• App Store and Google Play have over 800,000 apps each (source)

• Over 1.2 Billion App users Worldwide (Dec 2012)

• Expected Annual Revenue (in-app purchase, paid apps, subscriptions) = $25 Billion

Yet 1 in 4 mobile apps, once downloaded,

are never used again.

Mobile Apps Fast Facts

Page 3: iOS Mobile App Promotion Strategy 2014

1. Define Success

2. Claim Your Social Accounts

3. Create Content

4. Record a Demo

5. Launch a Dedicated Site or Landing Page

6. Choose an App Store

7. Network w/ Partners, Co-Market

8. Test, test, test.

9. Content Planning: SEO, social, blog, SMS, alerts

10.Targeted Paid Ad Placements

11.Launch an Invite-Only BETA

12.Place download links at each and every touch point

Don’t be that App.

Page 4: iOS Mobile App Promotion Strategy 2014

MOBILE USER TRENDS, KEY SEGMENTS & PERSONAS

Page 5: iOS Mobile App Promotion Strategy 2014

Who Uses Apps…and Why.

Page 6: iOS Mobile App Promotion Strategy 2014

OBJECTIVES, KEY METRICS AND KPIS

Page 7: iOS Mobile App Promotion Strategy 2014

Recommended KPI starter kit

1. Active Install Rate – the number of users who install the app and don't uninstall

2. Number of ratings the app receives

3. Average Rating in the app marketplace

To help us set a few benchmarks, most free apps have a higher active install rate during the first month, around 50%, after which it levels off around 30%.

Average Rating = 3 (out of 5)

Strive for higher to maintain a healthy active install rate.

Metrics to Measure App Effectiveness

Page 8: iOS Mobile App Promotion Strategy 2014

1. Total App Downloads

2. Contest or Sweepstakes Entries

3. Social Shares / App Reviews

4. Web Traffic – new vs. return visitors

5. Social Engagement / Channel Growth

6. Unique Leads Collected

7. Accounts Opened

8. Revenue Generated

Tactical Metrics to Consider in Mobile

Page 9: iOS Mobile App Promotion Strategy 2014

• Rewards points

• Contest or Sweeps Entries

• University – learn & earn

• Affiliates – save via Referrals

• Push notifications to let

users know of the new

• Product Demos & Feeds

• Ideas – help us improve

What Keeps the User Engaged?

Page 10: iOS Mobile App Promotion Strategy 2014

DIGITAL CHANNELS, TACTICS, INTEGRATIONS

AND CONTENT STRATEGY

Page 11: iOS Mobile App Promotion Strategy 2014

Use social media to…

1. Feature a showcase of the app while it's in development

2. Solicit feedback and ideas from your future users

Don't discount newer social networks like Pinterest for launching your mobile app –

- Visual channel = Great place to show product in final stages, and snag good suggestions for UI/UX improvement

When your app launches, be sure to change the links in your social media bios and ‘About’ sections to direct to the mobile app store.

Remember, your immediate goal isn't web traffic – you want to drive app downloads first.

Claim your Social Accounts

Page 12: iOS Mobile App Promotion Strategy 2014

Spend time creating content that clearly explains how to use your mobile app.

- Blog posts

- Press releases

- Social media content

- Website copy

- Email marketing copy

Pre-schedule all of this to go live on launch day, but check periodically in social during launch week to provide real-time updates on:

1. Support issues

2. Reviews

3. Respond to user recommendations

Create & Distribute Content

Page 13: iOS Mobile App Promotion Strategy 2014

FedEx Mobile Solutions – among this brand’s other product demos - is a perfect example of this execution…

Record a Product Demo

Page 14: iOS Mobile App Promotion Strategy 2014

To complement your social promo efforts, launch this page even if your app

hasn't yet hit the market.

- Direct users to this page of your site

- Let them view your demo video

- Include sign-up for email / SMS alerts when app launches or updates

Launch a Dedicated Landing Page

Page 15: iOS Mobile App Promotion Strategy 2014

Mashable recommends choosing just one app store to launch a mobile or tablet application first…

- To help us get the highest concentration of users and ratings possible

- We’ll be making pivots and improvements to your app during the first few weeks after launch, and having the app in just one store will help streamline those updates as they are more visibly needed to improve performance

- Once the app is more established, feel free to expand it to more app stores

The most common are the Android Market and iOS App Store, though there are many others.

Pick a Platform – iOS vs. Android

Page 16: iOS Mobile App Promotion Strategy 2014

Use other apps and partner-owned channels to market your promotional mobile app launch – internal or external

1. Retail / m-Commerce

2. Logistics / Shipping

3. Utility Apps

4. Partnering brands

5. Co-branded apps

6. Rewards program

7. Mobile App Landing Page (example left)

8. Social Media Pages / Groups

9. Industry & Partner Blogs

10. Mobile Web

Networking Partners & Co-Market

Page 17: iOS Mobile App Promotion Strategy 2014

Use other apps and partner-owned channels to market your promotional mobile app launch – internal or external

Test internally

- Agencies, G2M team, IT, etc.

- Links & imagery – all placements, browsers, devices

- Keywords, copy, business KPIs

Reach out to the Press

- Choose handful of best media contacts

- Give a launch date for promotion / app

- Reserve time for Q&A

Offer a Sneak Peak

- If you can offer media previews of the app, do it.

- Helps make articles more in-depth & informed

TEST. TEST. TEST.

Page 18: iOS Mobile App Promotion Strategy 2014

Before Development (3-6 mo.)

- Focus on one initial app store

- Landing page design

- On-page SEO for landing pages / blogs

- Add to Social Calendar & Email Newsletter

During App Development (1-2 mo.)

- Demo – push to YouTube & landing page

- Content aligns to App Store SEO Checklist

- Promote launch date in PR, blog, social

- Set up App launch alerts & email trigger(s)

Launch (1-2 wks)

- Feedback from teams, BETA users, media

- Cross-promo placement

- Paid media planning

Content Planning

Page 19: iOS Mobile App Promotion Strategy 2014

With Google algorithm's freshness rule remaining consistent, gain SEO traction for the mobile app launch

- Complement SEO presence with paid advertising during launch week

- Run AdWords campaigns to mobile search users only – use landing page for SEO / SEM

Set up paid, targeted ads on Facebook to drive users to your Facebook Page or the Mobile App Download

- Greet them with a welcome screen encouraging sign up for your mobile app (see Step 2)

- Sponsored Tweets and paid YouTube (with link to app) also strong promo opportunities

Targeted Paid Ad Placements

Page 20: iOS Mobile App Promotion Strategy 2014

Before taking your mobile app live to public, consider an invite-only launch

- Websites Spotify, Google+, and Pinterest have used this tactic with great success

- Creates an air of exclusivity that generates buzz around your product

- Allows feedback from trusted network to help fix bugs & UX problems before full-scale rollout

Use email list from Step 2 as pre-launch beta test group

- Supplement it with FedEx Updates feature to Look-Alike segment within current list

- Target user groups that would benefit from using the promotional app

- Position the launch as free, exclusive access to your mobile app before it launches

- Ask them to write a review of your app in exchange for that free, exclusive access

Launch Invite-Only BETA