The European m-Commerce market is valued at over €20 billion for 2014 and is viewed as the driving factor behind the growth of e-Commerce. As a merchant you might be considering targeting this growing, mobile target audience. You take the strategic decision to invest in a native app. Your app is in the Apple App Store! Now what?
Every week hundreds of new apps are added to the Apple App Store. If your webstore isn't as big as Facebook or as well known as Angry Birds it can be a real challenge to get the desired exposure.
But even if you are a smaller party there is a series of initiatives you can take to gain exposure. The key to using your marketing budget wisely in order to promote your own native app.
Tip 1: use the right search terms
You can compare the promotion of your native app to the optimization of your webstore; you need relevant search terms for your native app. In order to determine the right search terms you need to get into the mind of your target audience. What search terms does this audience use? Once you have determined these, use these terms in the description and name of the app.
A handy tool you can use to determine the right search terms is AppCodes
Tip 2: the landing page
Make sure you have a relevant page on which the native app is promoted. This can be a sub domain within the current webstore or a dedicated website with a unique URL. What you need to ensure is that you have a good landing page for the visitors that are interested in the app.
On this page you need to clearly explain the content and benefits are of the app but also what the specifications are. A clear description of the app up front prevents misunderstandings and wrong expectations from its users.
Tip 3: one click download
A PC user will not be tempted to download an app for a mobile device. This is because he would need to get this smartphone/tablet, search for the correct app and install it. For this reason it is very important that a visitor on your mobile website is offered the chance to download and install the app in one click. If the download process is simple, this will increase the chance that visitors download and use the app!
It is also important to draw attention to your app on your (sub)domain. This will increase the chance that visitors will find the (sub)domain via Google and download the app.
If you use printed press as part of your promotion mix, use QR codes to promote your app. These are direct links to Apples App Store and can help increase the amount of downloads.
Tip 4: use existing channels
Use all the existing tools available to you at this moment to promote your app. Cover it in your newsletters, spread the word via social media and announce the app launch in your webstore. This may seem very straight forward but is the easiest and most cost effective way to gain awareness among your target audience.
Tip 5: advertising
Another possibility is in-app advertising. Using this technique, based on your target audience, you pick an app in which you will advertise your own native app. Take into account high costs if you choose to advertise in the bigger apps (e.g. Nu.nl or the Telegraaf app).
There are three options to advertise via Google AdWords:
Option 1. Promote your app through advertising in other apps.
Depending on your budget you can decide to advertise your app in other apps. Advertising in apps such as nu.nl generates a lot of exposure but costs are also considerably higher.
Option 2. Promote the app on pages via search results
This is a good way to promote your app based on relevant search terms. With these mobile search campaigns you can reach out to users that are already looking for similar applications.
Option 3. Generate downloads with advertisements
This is the easiest and most effective way to increase the total number of downloads. The advertisements are directly linked to the Apple App Store so that visitors can download the app with ease.
Tip 6: use social media
Social media and mobile can't be viewed separately any more. At this moment mobile is not getting the full credit for the"place" of the marketing-mix. Around 50% of Twitter and Facebook usage is from mobile users and both these services keep growing every year. For this reason social media is the place to to promote your app.
Mobile is social; Facebook, YouTube, Facebook Messenger and Twitter are the most downloaded apps for smartphones. This being the case, it still doesn't happen enough that an app is promoted on social media platforms such as Facebook and Twitter. Mobile Install Adds on Facebook and promoted tweets on Twitter have as additional advantage that targeting possibilities are endless. Where in a normal mobile display campaign you can only segment on device and target audience, Facebook and Twitter offer you the opportunity to go much further into detail.
Another reason to use social media in the promotion of your app: the costs of a download are, compared to other channels, low. The extensive targeting possibilities allow you to optimize a campaign much further and focus it on a specific target audience. Twitter and Facebook are looking to gain popularity among advertisers by charging low advertising costs. Besides the low advertising costs as an advertiser you also get relatively high exposure. The format of advertisements on Facebook is also many times bigger than the standard adverts shown in other mobile platforms.
Tip 7: get reviews
A positive review stimulates the amount of downloads. Users are more likely to download an app that has been reviewed with five stars than one that only has one. The order of business is getting reviews. Ask users for reviews but don't do it too often. For example you could only ask existing relations.
Last but not least!
It all starts with a good application; a quality and relevant app that connects well with the target audience will generate positive reactions. Positive word of mouth advertising, more retention, higher conversion and more turnover. SEOshop works together exclusively with Pocket-Shop to transform you webstore into a personal native app.
Pocket-Shop builds native apps for webstores. Apps are programmed for the operating system of a smartphone. This way apps are much faster and user-friendly than mobile sites.
When we use a mobile site or a responsive site opens opens on a mobile phone, the app has to load all the content from the web. For this reason they are slower, less interactive and less user-friendly. The conversion rates of natives apps is, on average, 30% higher that sales from mobiles websites.
Based on the chosen options they will prepare the app shop for you, and personalize the app based on your personal house style. As soon as the store is ready you can stock it with products: you don't need programming skills for this.
Interested? Pocket-Shop will advise you!
For an obligation free consultation, send a message to firstname.lastname@example.org