An app is the next step in digital marketing and expands its digital footprint for many brands. For others, it is a strategy launched at the birth of the brand for an optimized customer experience from the outset.
Whatever the reason for app development in brands, the fact is that marketing an app will be different from selling a website or even products or services. Not only are you trying to convince your customer to download your app, but you are also trying to push them to use it constantly.
So, we took a look at ways to market your app and what seems to be working for companies worldwide.
Many brands are under the impression that an app is a complicated, highly technical element of their business, but this couldn’t be further from the truth.
If you do not opt to code your app from scratch, you can find a great app builder that allows you to create simple, clutter-free apps that work.
When building your app, please focus on the customer journey from the beginning, regardless of its purpose. What makes the consumer see when they first open the app? What kind of features does it offer?
By mapping out your user experience from the start and then continually updating and improving it, you are more likely to get customers to use it. Customers are more and more prone to using apps that take them through the sales funnel as quickly as possible. They prefer to use apps that allow them to create a profile and add their payment details to avoid going through the same process again.
Cart abandonment has been noted to significantly drop when the customer does not need to repeatedly fill out any information, especially their credit card details.
That will more be worth your while to consider and market that you offer different payment options. Combine Paypal and credit card options, or even provide cash-on-delivery. This way, you increase your conversion rate, and if the card does bounce, there is a backup option not to lose the sale.
Social media has, over the years, become one of the most prominent digital marketing platforms, with more and more emphasis being put on getting the right content out to the right audiences.
Each platform has rapidly evolved over the years and started integrating unique and highly functional features and options to reach audiences and direct them to the site or the app and even convert them directly on the app.
For example, suppose you are using Instagram for promotion. In that case, you can improve the quality of your Instagram followers by posting relevant content to ensure that you are targeting the right audience.
By focusing on building a community on Instagram, you can increase your conversion rate as you are marketing your product to an audience that is more likely to spend money on your brand.
Once you have built a community, you can advertise discounts and incentives for customers who sign up for the app. Offer free delivery or special promotions if they create profiles and make purchases through your app. Should customers sign up for your app or purchase the app from a social campaign, offer a specific discount code to track the social channels’ success rates.
Just like your site needs Search Engine Optimization, your app needs App Store Optimization or ASO. 40% of all apps are discovered through searches on the app, so your brand will need to focus on the various methods of getting it ranked and found.
Therefore, whatever makes you need to look at? As with SEO, you need to ensure that you have done keyword research for your brand to include in your app for your customers to find you in the store.
Make sure your title and name are optimized for clients to find you. Whether customers are looking for your specific character, they need to search for the name easily and see you or make sure that your brand’s name is related to your offering for customers doing organic searches.
Next, make sure that your description is simple yet optimized with keywords. The keywords need to appear in your title, your subheading as well as your description. This will help with your search rankings and offer visitors searching the store to find you based on their interests.
Lastly, and these are a little more out of your control, but the number of downloads, as well as reviews and ratings, will increase your ASO. One way is to incentivize your audience to download and use the app, and after that, rate and review your app.
Discount codes, free delivery, and so on are all great ways of encouraging people to download and rate your app.
In wrapping up, consider your app as an extension of your brand and your website. It should play a functional role in providing your customer with swift, helpful information and guiding them through the sales funnel as quickly as possible.
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