How do I advertise mobile app?

Mobile apps are growing at a rapid pace, with more than 3000 apps being installed every day on the Google Play Store alone, due to which apps are attracting an increasing amount of attention from the users. Building the right marketing strategy mix on the right channels with the right advertising partner to advertise mobile apps is the key to achieving your app’s overall user acquisition goals in such a competitive industry.

According to the latest data, mobile advertising spending will amount to nearly 413 billion by 2024. Considering the vast opportunities emerging with mobile OEMs, mobile app marketers can advertise mobile apps by leveraging an untapped global inventory of more than 1.5 billion daily active users from alternative app stores offered by mobile OEMs such as Xiaomi, Oppo, Vivo, Samsung, Huawei, Realme, and OnePlus. 

Things mobile app advertisers need to consider to advertise mobile apps in the pre-launch stage: 

Research who your users are

The first step to creating your mobile marketing strategy is to understand who your users are – an audience profile of people you think will use your app frequently. Creating user profiles with multiple personas and their problems will help you define unique value prepositions to reach a targeted user group, and as app marketers, you should use this information and simplify it to find your ideal users. Remember that these are the people who will be the end customers and users of your app.

Research who your competitors are

App marketers can use platforms like App Annie or Appotopia to understand their app verticals and see which apps are performing in a similar vertical and how they are doing it. To start with, advertisers can keenly understand their competitive landscape by considering several factors such as age, location, gender, and demographics. You can then find how these apps are reviewed and how users talk and rate them on the app stores. It will give you a reasonably sound idea of how to lay a solid mobile marketing strategy to stand out from the competition.

Let’s deep dive into how marketers can advertise mobile apps to enable growth for the business in the acquisition stage: 

Develop a website and landing page

To start with, app developers can create a catchy landing page that compliments the app’s overall look and feel. It is a crucial part of a marketer’s mobile marketing strategy that increases awareness of the mobile app and its features. It also serves as an added advantage for Search Engine Optimization (SEO) by improving your presence on the search engines. Your website should also act as your storyteller giving visitors an idea of 

• what you do
• why they should choose you
• why you are important to them

In addition, it should also talk about the specifics of your app’s offerings like features, benefits, and what makes you stand out from others with a similar interest. 

Create a social media strategy

Social media enables you to target users specifically by demographics and interests. In 2022, internet users’ average daily social media usage globally rose to 147 minutes per day. Framing and implementing a social media strategy can encourage your app’s reputation to grow significantly among targeted users. Social media is a great medium to convert users into community members. As mobile marketers, you need to engage with the audience visiting your app’s social profile and engaging with your posts. With social media ads, marketers can also leverage social channels for app brand awareness. 

Optimize App Store

Many marketers misperceive this as a practice similar to SEO – where marketers make changes to their online content with keywords and content-driven efforts to achieve a higher ranking on search engines. App Store Optimization (ASO) on the other hand, exclusively applies to your presence in the app store where marketers can significantly cut user acquisition costs by optimizing an app and its listing to increase visibility and enable higher conversion rates.

As mobile marketers, you need to ensure that all the descriptions, keywords, product images, etc., meet users’ expectations. Apart from helping to advertise mobile apps, ASO is also vital in increasing organic installs when the right keywords are deployed, which helps rank better in the app store free of cost. 

Leverage Alternative App Stores

Consumers downloaded 230 billion mobile apps in 2021 to their connected devices, up by more than 63 percent in five years. Mobile OEMs such as Xiaomi, Oppo, Vivo, Samsung, and Huawei offer media inventories to advertisers, helping them build the most crucial part of the app marketing funnel – the app downloads. By leveraging these OEMs, marketers can advertise mobile apps which come with customized pricing models and ad placements within the app store, depending on the advertisers’ budgets and goals.   

Reach out to influencers

Influencer marketing has become one of the most popular and effective forms of digital marketing. According to Influencer Marketing Hub, Influencer Marketing Industry is set to grow to approximately $16.4 Billion in 2022, and 62% of advertisers intend to increase their influencer marketing budget over the next 12 months.

With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations every day, it comes as no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. Furthermore, marketers can choose to amplify their brand presence by simply making brand advocates out of people who are famous across social platforms, meaning they have thousands of followers who love to keep a check on these influencers and their day-to-day activities. 

Tap into paid campaigns

As the name suggests, paid ads are the type of advertisement mobile advertisers pay for distributing in different platforms and formats. Paid user acquisition allows advertisers to set up advertising campaigns and create ads depending on the bids they have placed for specific keywords, which will result in appearing on top of the results of a particular keyword search.

While advertisers tend to modify their ad spending for better results, they need to ensure that those changes only increase their app downloads and actively check the performance metrics. Mobile marketers can do this with various Mobile Measurement Partners (MMPs) such as Adjust, AppsFlyer, and Singular. 

Mobile marketers can advertise mobile apps by choosing the right agency partner to help them create and execute their campaigns seamlessly to drive growth for the app’s success. 

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