To achieve global acclaim for your masterpiece of mobile applications, you must amass an army of devoted users. But how does one attract an audience? In this article, I’d like to share some practical tips for developing a successful marketing strategy.
1. Selecting a Mobile Attribution Partner
Attribution based on data allows you to get an analysis of demographics, geolocation, or users’ app session duration, which provides marketers with a foundation for additional actions to increase efficiency. If you sign a contract with a paid mobile attribution partner, you will receive standard reports, API access, and organic installation tracking as a bonus. Good examples of such trackers include:
- AppsFlyer
- Adjust
- Branch
- Kochava
2. Interviewing Your Audience
To create a portrait of your target audience, interview as many people as possible or conduct a survey of opinion leaders. To find people for the survey, you can use social media: posts on your personal page, posts in thematic groups, and Facebook searches with the specified parameters.
When analyzing your audience, always look for the causes and reasons for your product’s consumption, and imagine the nature of your user. During the interview, you should have a list of questions ready, but don’t forget to listen and occasionally ask clarifying questions to get more information. This data will assist you in developing a marketing campaign centered on your users’ interests—as well as offering a solution to any problems that may arise from your customers.
3. Establishing Your Cost Per Install (CPI)
An equally important step is determining an acceptable CPI (Cost Per Install). A soft launch can help here. A soft launch is when you test your app with a small audience to learn how it performs in terms of monetization, retention, usage, and reviews. A soft launch can provide insight into what needs to be done within the app and campaigns prior to the hard launch.
You must estimate your potential client’s LTV (Lifetime Value). Calculating this model will help you predict the total cost of a future relationship with a customer. There are several formulas for calculating LTV that you can use depending on the features of your product.
The most common formula is:
LTV = Revenue for the period / Number of customers for the period
This metric will show the total amount of money that the customer brings as long as he remains your customer. However, before launching the main campaign, you must run a test to determine the allowable CPI and the advertising budget.
The basic formula for success is CPI LTV (Lifetime Value).
By using CPI, the advertiser can attract traffic from the widest range of sources, as they are typically designed to work with this format. As a result, the average amount of profit generated by each user over the course of the application’s use should be less than the application’s initial cost.
4. App Localization
I recommend that you localize your app so that it can enter new markets and reach a larger audience. Localization is the translation of an application into another language version. Furthermore, try to do this during the development stage by creating a key structure with translations of various interface elements and allocating server space for internationalization. Eventually, add a translated-localized version of your app to the Apple Store and Google Play Store. Not to mention, don’t forget to translate not only the application itself, but also any creative or copyright materials. Companies such as Venga, Tomedes, and Lionbridge, for example, offer localization services.
5. Determine an Advertising Budget
Make sure you pay close attention to the advertising budget allocation. The number of promotion channels is determined by the campaign’s budget and objectives. The introduction of a new product to the market necessitates substantial advertising expenditure. You can start with $500 for a test within one small targeting group and work your way up from there. Of course, it is more about what the developer can afford in terms of marketing. Before beginning an ad campaign, you must establish the advertising company’s goals and objectives, represent the market’s volume, quality, and territory, and be familiar with competitors’ campaigns.
6. Test Campaigns
After you’ve defined your project’s tasks and objectives, you’ll need to run test campaigns for all of the intended segments (GEO, demographics, devices). A well-designed test plan is critical to the success of a marketing campaign. The tests will help you assess the product’s prospects, identify potential problems, listen to customer feedback, check your ROI, retention, and usage metrics, and adjust the product. Test campaigns are an excellent tool for improving your product.
A successful marketing plan in your business will generate enough profit to expand it to more channels and riskier CPM / CPC campaigns.
7. Fraudulent Exit
Be wary of the possibility of fraud. Fraudsters can create a malicious app to disrupt installation and bots that spin ad impressions and clicks. If you buy traffic through mobile exchanges or advertising CPI agencies, learn to recognize and block fraud on a regular basis by cleaning demand sources with High IVT. IVT is a system of indicators that sends anything that raises suspicions about the category of “unqualified traffic.” These indicators of control may include a low level of viewability and user involvement. Remember to keep an eye on your metrics by channel in your attribution dashboard.
To summarize, don’t forget to constantly strive to improve the product’s usability and functionality. Stimulating user activity and experimenting with new business models are also important.
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