The app ecosystem is continuously evolving and marketers need to stay on top of it. This mobile app post-launch checklist will increase your chances of long-term success in the app market.
Further engage with your social following
Continue to grow an audience by engaging with them to establish loyalty. Continue a two-way dialogue on your social channels.
Consider a burst campaign
“Burst campaign” is one of the most popular techniques used by mobile app marketers who want to climb the app store ranks. The idea of a burst campaign is to provide a “burst” of exposure for your app in which you aggressively purchase paid media exposure over a short period of time- usually 24 – 72 hours, depending on budget.
The goal is to get as many paid installs as possible, boosting your rank. All this with the hope of increasing the volume of quality organic installs – that should follow when the app is finally ranked high enough to be discovered.
Don’t stop paid advertising after the burst campaign ends. If your goal is to attain and maintain a high ranking in the app store, you need something to keep it going. While you should attract more organic downloads from a successful burst campaign, continued paid advertising. You need to keep the momentum going.
Pro Tip: The more downloads an app gets within a short period of time, the higher it will rank in the top charts. To use this to your advantage, you’ll want to make sure you pay for installs in bursts. You’ll get a much higher ROI out of your ad budget if you spend it within a 1-2 week period.
Consider Apple Search Ads
With Search Ads, you can promote your app right at the top of the App Store search.
Offer a referral bonus
Offering your users a bonus or benefit when they promote your app online is a sure way to get them to spread the word. With a staggering 3900% growth rate, Dropbox is an excellent example of how powerful referrals can be. The company had just 1,00,000 registered users in 2008, which climbed to a staggering 4,000,000 registered users within a mere 15 month period as a result of their referral program.
Build out your website
Your landing page shouldn’t be seen just as a promotional tool for the initial launch. Think of the long-term strategy and how SEO efforts including domain authority and ranking above your competition will benefit your brand in the long-run.
A professional, well-designed website will provide potential users with more information about your app and increase your legitimacy. If you decide to publish content to market your app, having a website is a must.
Pro Tip: Collect questions people repeatedly ask on forums and discussion boards, social platforms, etc. and create an FAQ page to your website.
Keep going with your SEO efforts
Building domain authority through continued backlinking and guest posting will ensure that your app remains visible online over a long period of time.
Website A/B testing
A/B test your website or landing page to optimize for conversions. Test buttons, images, and messaging.
Mobile app A/B testing
The benefits to running A/B tests on mobile apps is similar to A/B tests on the web. You can test difference experiences within your app and make changes based on actual data. A/B testing allows you to determine with statistical data what the impact of changes you make to your app will have, and measure exactly how much that impact will be. Optimizely is a great tool to use for the purpose of innovating since it allows you to experiment with design patterns and even algorithms.
Ask for reviews at the right time
If people are using your app constantly, they are probably enjoying it. Give them the opportunity to express their opinions with a popup invitation to leave a review, but remember that user experience should not be sacrificed by this tactic. Think about when and how you want to ask for a review and make sure it flows well with the user experience so it won’t frustrate users. The more strategically the popup is placed, the better the chances are for a positive review.
Ask for feedback
Whenever you prompt users to leave reviews and ratings, give them the option of connecting with you via email. You may learn about a bug in your app that you didn’t catch, or discover new features that people would like to use.
Prepare for continuous updates and maintenance
A stagnant app will be abandoned by users once they don’t see any added value. Keep your users interested and excited to use the app by planning ahead with feature updates.
Set Goals and Track Key Metrics
The overall goal of a user acquisition plan is to generate revenue. To understand if your efforts are working, you’ll need to set goals and track the increase in your app store ratings over a given period of time. There will also be numerous analytical elements that you’ll need to keep track of throughout the acquisition, engagement, conversion and retention stages of the user journey which is why measurement should be an ongoing process.
From these metrics, you need to determine what worked and what didn’t. Focus your efforts and resources on high-value tactics and you’ll be sure to see your app’s downloads skyrocket.
Don’t Over Promise
An important part of every marketing strategy is to not oversell. Word of mouth is by far the most effective strategy for marketing any mobile app. This means that you cannot falsely advertise or oversell your app. If you offer a “free ride with first use” then don’t follow up by giving your users $5 off. You need to make sure your messaging remains consistent or it will inevitably result in frustrated users and high uninstall rates.
When it comes to setting a broad app marketing strategy, don’t put all your eggs in one basket. Diversify your marketing strategy. Some people will connect with video, others with images or text. Create diversified content and make sure app reviewers have easy access to it at all times. Remember that your strategy should be dynamic with iterations and continual optimization will be the key to finding the perfect balance of different approaches.