Thanks to a large number of mobile app marketers who have gone before you, there are plenty of mobile lessons entrepreneurs can tap into. So, here are the answers to what are likely to be your top 7 mobile app marketing questions.
How can people find my mobile app?
According to AppStudioz, there are more than 1.2 million mobile applications available across the leading mobile app stores. A marketing strategy should be addressed before you launch your mobile application. A few key things you must incorporate are a knockout name for your mobile app and the right keywords to include in the title; as well as the name of the developer.
Should we go native, web, or hybrid?
A native mobile application is platform and device specific. Native apps allow you to exploit all the features of the device. As Techopedia explains, “Native mobile apps provide fast performance and a high degree of reliability … However, this type of app is expensive to develop because it is tied to one type of operating system, forcing the company that creates the app to make duplicate versions that work on other platforms.”
Web apps are not true applications, but function pretty much like native apps. The growth in popularity of web apps can be seen in the instance of Financial Times substituting its native application with an iPhone web application. Lastly, hybrid apps blend native and web apps. “This type of application has cross-platform compatibility but can still access a phone’s hardware (Source: Techopedia.com). Meanwhile, hybrid apps can help you leverage an existing web page for stronger presence in the app marketplace.
How do I measure mobile success?
The role of analytics and tracking is critical. The system of funnel analysis allows you to identify the areas, which need improvement. “Funnel analyses are an effective way to calculate conversion rates on specific user behaviors. Think of a funnel as a series of steps toward a goal. In an app, these goals are important user actions of your choosing. The goal you seek to measure could signify retention (relaunching the app), engagement (reaching level 10), or monetization (completed in-app purchase) (Source: Apsalar.com). Meanwhile, cohort analysis helps you get a better understanding of user behavior. It is also good to pay attention to key performance indicators (KPIs), such as completion of a purchase, to measure success.
Do I need other assets?
Yes. When it comes to successful mobile app marketing, it would be great to have a social media account, a company blog, a company website and even an email marketing list. All of which should be linked to your new mobile application. Cross promotion simply means you are ensuring everybody who is interacting with you on other platforms gets to know about your mobile application as well.
Free or paid apps?
This is a difficult question, but your monetization strategy should include in app purchases that will entice people to invest money even if you have offered your application completely free of cost. For example, Plants vs. Zombies 2 is free, but in app purchases of plants such as the Jalapeno help fight against oncoming zombies. So if you are addicted to this game you will find it normal to shell out money.
How do I make money?
You can ask users to pay to download your mobile app. You can also allow in app purchase and in app advertising, which are strong streams of revenue. There is also the possibility of allowing free downloads, while asking users to pay for premiums and upgrades. In order to choose the best method, study your audience and their purchasing power.
What are the key numbers to remember?
Keep your application size less than 100MB, which makes it easy to download. For example, there is a limit on keywords – Apple allows 255 characters for the name of applications and 100 characters for the list of keywords.
Vishal Gumber is the CEO & founder of Appsquare, a Sydney-based mobile app development company is committed to creating highly engaging, chart-topping apps and games for the new age mobile consumer. Connect with @appsquare_apps on Twitter.