THE BEGINNERS GUIDE TO
MOBILE APP MARKETING
Written by Logan Merrick
CHAPTER 3:
Set Up Your App Marketing Tactics
Tactics is all about where you find your customers and the messages you use to attract them.
Can you see how all the information we’ve collected so far about your customers, their problems, their preferences and behaviour will help us in this next section?
By understanding the exact problem they have, how they verbalise it and where they go to find the solution you can create a plan to intercept them with the perfect message and their ideal solution – as designed by them.
You should at this stage have the information you need to begin deploying some tactics.
There are two factors to consider here:
- Tactics; where you will find your customers
- Management; of the performance of each tactic
3.1 Tactics
Here is a list of tactics you can start using right away:
Social media
- Google+
- Etc.
Guerrilla marketing
- Chalk signs on the pavement in public places
- Publicity stunts
Video marketing
- ‘How-to’ video’s
- Comical videos
Get featured
- Press releases to attain publicity
- Send a story to a blogger
- Get featured in the App Store
Content marketing
- Blogging
- Vlogging
- Infographics
- Etc.
Search Engine Optimisation (SEO)
- App Store Optimisation
- Google, Bing, Yahoo, Etc.
Advertising
Partnerships
- See the example of UBER partnering with Good Beer Week
There are literally hundreds of ways to advertise your application.
Start by asking your potential customers where they hang out online and build relationships in those places. Then branch out into other tactics. You can try lots of different tactics and see what sticks.
3.2 Management
The most important part of this is to set up your app marketing tactics so that you can measure the performance of each one of them.
This is important so that you can get a grasp on where your time/money is best spent.
For example, if you’re spending $100 p/w on Facebook ads and getting 150 downloads, and you’re also spending $100 p/w on Linkedin ads and getting 25 downloads it might be worthwhile dropping the ad spend on Linkedin and focus in on where your downloads are coming from.
Alternatively you might find that the customers you acquire from Linkedin are more valuable to you than the ones you get from Facebook.
Track and spreadsheet everything on a weekly/monthly basis so that at the end of every month you can review the performance of each campaign.
Learn more about the metrics you need to track to define successful marketing tactics.
