5-Step Mobile App Go-To-Market Strategy

Now that you’ve completed the rigorous mobile app development process, you mustn’t wait to plan your go-to-market strategy. An app marketing agency is essential to help ensure your application reaches your target audience. More importantly, they will help you gameplan a winning strategy to increase mobile app installs and increase mobile conversion rates.

Let’s break down an easy 5-step strategy to cover all the bases before launching your app. Our go-to-marketing plan will cover both short-term and long-term strategies, so you have exponential growth. It encompasses both paid and organic channels, so you won’t have to rely solely on paid efforts to reach your audience. Let’s dive in.

1. Identify Your Target Market and Customer Avatar

The App Store receives more than 1,000 app submissions every day. Stand out from the competition by identifying your ideal customers. List the benefits and applications of your mobile app. Start to segment various audiences based on why they want to use your app.

For instance, Calm is an app to improve your health and happiness. They focus on guided meditation, among other course content. Some users may want to subscribe to the application to help improve their sleep. Other users may wish to use it to improve their focus. Segment your audience based on how they want to use your app. One audience segment could include athletes and musicians.

The messaging can advertise how the app improves concentration for performances. Another audience segment could be people suffering from anxiety and stress. It could include college students, parents of young children, or salespeople.

You can tailor your messaging to appeal to that specific group based on your audience segments. It is essential when you market your app that you niche down your service proposition to appeal to a particular audience to increase your chances of conversion.

Creating generic content messaging will not hook your audience and compel them to download your application. Once you have your customer personas segmented, utilize social media marketing to create an ideal target audience around their demographics, interests, age, gender, marketing channels, and other factors.

Once you start running your campaigns, you will receive valuable data on your audience. You can refine your target marketing based on user engagement. Creating custom avatars and segmented audiences will not only help you develop more compelling copy but will also maximize your marketing budget.

2. Budget Paid Promotion Through Social Media and PPC Campaigns

If you are developing an application from scratch, it is essential to realize you are not just launching a mobile application: you are introducing a new brand to the world. You do not have an existing company or identity to leverage. People are discovering your mobile app for the first time, so it’s crucial you communicate your value proposition, how you are superior to competitors, and why they should trust you.

Trust is paramount when it comes to digital marketing. There are many signals of trust customers look for when they consider purchasing a new product, service, or application. Online reviews are an excellent way. Suppose someone is unfamiliar with your mobile application or brand, but they can read customer testimonials or notice that your application has an average 4.5-star rating out of hundreds of reviews. In that case, their action threshold is lowered, and they are willing to try out what you have to offer.

A money-back guarantee is also another way to entice customers to take action. They can feel confident that they can get their money back if your application is not for them. It shows that you are not trying to take advantage and are confident in your application’s value.

If you are launching your app from scratch, the best way to reach your audience is through social media marketing or Pay-Per-Click (PPC marketing). Leveraging social media channels like Facebook, Instagram, Twitter, Tik-Tok, or LinkedIn allows new brands to introduce their products to the world. More importantly, social media advertising platforms offer excellent targeting options so you can maximize your budget by showing your ad to an audience most likely to purchase your product. Use your customer avatars and personas to refine your target audience.

When you advertise your mobile app, lead with the value proposition. Qualify your audience by identifying the pain points your app solves. Use enticing infographics, videos, or images to prompt them to click on your website, app in the app store, or other conversion-oriented pages.

It’s best to lead them to an educational landing page that includes customer testimonials, information on how your app works, videos and screenshots of your application in action, and most importantly, a place where customers can enter their contact information. Capturing your leads’ emails and names will allow you to continue correspondence through email marketing campaigns. Many visitors may not be ready to purchase or download your app. Continue the conversation through emails to entice them to reconsider and take action.

You can also bid on relevant keyword searches that align with your application. PPC marketing allows your app link to your website or store to appear at the top of search for your target keywords. For instance, if Calm was running a PPC campaign, they could bid on keywords like:

• Mediation app

• App to help me focus

• App to improve sleep

Use social media marketing and PPC campaigns to reach your audience and refine your performance-based budget and targeting. During the early stages, it’s important to realize you are in the testing phase. You need to gather data on how people engage with your campaigns and refine them to improve conversion rates and performance.

3. Create a Website

A website is an essential marketing tool. Although your application is purchased through the App Store or other application marketplaces, a website serves as an education hub for prospective customers to learn about your app.

Zero is a health and longevity app. They have a fantastic website for their mobile application. They have a concise headline and introductory paragraph on the homepage to explain their application straightforwardly. They also include links to both the App Store and Google Play to convert visitors. As you scroll down, they have multiple informational sections.

The first section dives into the features of the app. One of the best things about this website is its UI. It’s easy to navigate and digest on both web and mobile devices. The following section dives into the scientifically-verified benefits of fasting. They include sources to build trust with the reader and verify their claims. They also have a section explaining why users should use the app, customer testimonials, and an area to subscribe to their newsletter.

A great mobile app website should include contact information, links to download the app, content explaining the benefits of your app, links to social media accounts, and client testimonials. Check out other great mobile app website examples and make sure your website is launched, indexed, and ready to go before you start promoting your mobile app.

4. Optimize Your Website for Search

Search Engine Optimization (SEO) is how businesses gain online visibility through organic channels. Many factors contribute to the SEO value of a website, including content, website design, backlinks, mobile friendliness, site speed, and more.

Develop content around verified keywords that align with your business if you have a mobile application. For instance, Calm would want to rank for keywords, such as meditation or sleep apps. If they’re going to rank at the top of search engines for those types of keywords, they must develop informative and comprehensive content pages around specific topics.

Google and other search engines’ job is to provide the best content to satisfy their users’ searches. Google constantly changes rankings for pages for a given keyword search based on many factors. They examine factors such as bounce rate, average session time, pages per session, and media elements to determine if users are engaging with the top search results. Suppose Google notices that a top search result results in users consistently leaving the site after little time spent on a page. In that case, Google’s robots and spiders that crawl and evaluate the site can deduce that the page is irrelevant or effective.

Instead, Google will experiment and display other, better-performing pages at the top of search results. Mobile app marketers should perform keyword research to determine topics users enter into Google that aligns with their application. For instance, Calm could write a blog around a search such as “are meditation apps worth it” which has an average of 30 monthly searches in the United States. They could write a blog diving into how meditation apps help users and include customer testimonials, infographics with scientific studies, and video content.

Optimizing your website for search includes more than just content development. You will also want to find applicable directories to submit your app and earn backlinks. It is a great strategy to gain referral traffic, and backlinks will help increase your domain authority. You will also want to examine technical elements on your site to ensure your website is fast and mobile-friendly.

SEO is a long-term strategy. Although social media and PPC marketing can earn you instant impressions, you must spend money on each click or view. SEO helps generate free, organic traffic to your site.

5. Set Up and Track KPIs to Monitor Progress

As you invest in social media and content marketing efforts, you must have tools to track your progress and results. You and your team should carefully assess Key-Performance Indicators (KPIs) to determine the effectiveness of your marketing efforts.

Set up Google Analytics and Google Search Console for content and SEO marketing. You will install a tracking code on the backend of your website through Google Analytics to begin receiving valuable data on your website, including traffic metrics, user behavior, time spent on site, bounce rate, and much more.

Google Search Console is an excellent tool that shows clicks, impressions, CTR, and average position generated from Google. It offers users queries generated traffic, and you can separate metrics by pages, countries, or devices. It is also a foundational tool to examine the health of your website and investigate any sitemap coverage issues, mobile usability, the page experience on-site. Web managers can also index new pages on their site faster by submitting the URL through Google Search Console.

If you are running social media ads, each platform has its own ads manager where Ad Specialists can monitor their campaigns. You can inspect KPIs such as Cost-Per-Click (CPC), user demographics, Return on Ad Spend (ROAS), and other metrics to assess the effectiveness of your campaigns.

By tracking your KPIs in a thorough monthly report, your marketing team can determine strategies to refine your campaign targeting, content, and efforts to improve your results. The best thing about tracking your KPIs is to continuously maximize your marketing budget by adjusting your campaigns and marketing strategies that generate the best returns.