It is increasingly becoming evident for marketers to show their agility and forward thinking in the mobile ecosystem, restricted with such limited time and resource especially in the startup ecosystem. It is also important for companies not to be quick to jump straight into the paid media game without first deep diving into the strategies they should deploy before spending a single penny on their marketing efforts.
So here are 7 App launch strategies with zero spends that companies should pay heed to-
RULE 1: Focus first on what you can control, and then tackle the external factors you can improve
1. Integrate App Metric That Matter
This piece really baffles product managers with the multitude of tools that are available in the market, each proclaiming they are better in some way. What is essential to understand is that App Metric typically under 3 brackets and it is important to integrate all of these before you start promoting your app.
a) In App User Metric
Tells you about your user behaviour within your App, helps you understand user motivations, triggers and helps you improve your App experience.
- 6 Essential metrics to track – Users, New Users / Acquisition, Average session length, Session Interval, Retention Rate, Customer Lifetime Value (CLTV)
- Free tools- Google Analytics & Flurry
- Paid Tools – Mixpanel, Localytics, Appsee, Amplitude, Apsalar
b) Attribution Analytics
This will attribute your installs and quality of engagement to specific channels that you are using for paid media e.g. Ad networks, specific publishers, Twitter, Google, FB.
Tools available here are paid and some of the well-known ones are Appsflyer, Omniture MAT, Apsalar, Hasoffers , Appboy
c) Marketing Tools
These tools help you drive engagement with your user. Think about push notifications and in-app messaging that will help you communicate with your users further.
Tools – Localytics, Parse, push.io .These tools are usually free until a certain limit and then you need to pay for them.
2. App Store Distribution
I always encourage companies to make available their apps across a larger gamut of App stores. Of course Google play, Apple store will be the largest contributor but once your App builds are ready, it takes little time to publish across App stores that have so much more to offer developers such as:
a) Greater Discoverability: Far lesser number of Apps ensure higher discovery across these stores and across categories.
b) Better Promotion Opportunities: The Amazon App store includes the “Free App of the Day” feature for paid Apps and allows users to “Test Drive” your App before purchasing. Giving developers, an ability to showcase their App.
c) Large Presence Globally: Amazon is available across 200 countries.
d) Better Checkout Process
e) Faster Developer Support
Some of the popular third party stores are
1. Amazon app store: The Amazon Appstore for Android ,had about 350K apps as of June 2015. It first launched in US and UK and then scaled globally
2. Getjar: one of the biggest 3rd party app stores with over 850K apps published and over 3 million downloads per day.
3. Appslib : Claimed to be the second largest android App store after, Google play. Specializes in Android tablets and e-readers.
4. Opera App Store
5. Carrier specific app stores such as Vodafone store have their own set of promotions spearheaded by carriers
3. Home for Your App
Your website will be your home for your App. Instead of asking the user to go to the App store, search for your App and download, links created from your desktop via a “text to yourself the App” (shown below) feature highest with 42% conversion. Build this feature in through your developers
4. App Store Optimisation
ASO is critical and there is enough material online to guide you through the process, but essentially you need to get your “on page” ASO in place. i.e. – App Title, Description, Keywords, Icon, Screenshots and Rating Keywords are critical – use the Free Sensor Tower tool to help you with your keyword decisions.
RULE FOR KEYWORDS
Better to be in the top 5 results for an average-searched keyword than in the top 100 for a highly-searched keyword
5. Generate External Reviews For Your App
Leveraging press and blogs for reviews are critical.
Yes, this is cumbersome but this works. I know apps that have got the attention of apple editors to get them featured in the editor’s choice. These review sites have a set of panels who review your mobile App and publish the review. Some of these sites have strong followers and a positive review from them can really help in getting downloads to your site, this also adds links to your app allowing for organic downloads from their site
Below are some of the sites you can submit your App for review:
Review Sites for iOS: 148Apps, AppVee, Freshapps, whatsoniphone
Review sites for Android: AndroidTapp, Androidlib, Appbrain, Apps-zoom, appadvice.com
6. Tracing Competitive Data
As the mobile app market continues to boom, competition is getting fierce. Again most companies think they are doing a good job at this, but do you know – what are users talking about your competitors on reviews? What categories are they present in?
Follow these 5 steps
1. Identify your top 5 competitors and download their apps.
2. Identify and compare top features.
3. Read user reviews.
4. Compare pricing and monetization.
5. Identify popular store categories.
7. App Indexing
App Indexing helps you get your App found in Google Search. Once your App is indexed, mobile users who search for content related to your App can see an install button to your Android App in Search results. This helps you increase your install base.
Deep links to your Android app appear in Google Search results, letting users get to your native mobile experience quickly, landing exactly on the right content within your App.
This is a very broad subject but the below Resources could help.
It will always be a game of Paid vs. Non-Paid installs and companies need to deploy both towards their marketing success. At Butterfly, we have tried to use these strategies with much success and have noticed our engagement and repeat usage from these set of users is far higher.
Disclaimer: This is a guest post. The statements, opinions and data contained in these publications are solely those of the individual authors and contributors and not of iamwire and the editor(s).