Tag Archives: strategy

How To Build A Successful Marketing Stack In The New App Economy

white iPhone

There are many ways to drive users consistently to your app while delivering exactly what they want in the form of an entertaining and – if you’re lucky – addictive in-app experience. Based on your initial target market along with what you learn about your users, all it takes is a series of steps that are tactical, measurable, and scalable in methodology.

While your business needs must always be tied directly to your implementation plan, there are many things you can do to interact directly with your core user base while simultaneously reaching target market groups.

Here are 5 key steps to get there:

1. Know and Serve Your Audience

Beyond Google Analytics and platform-specific marketing tools, tap into the social media earpiece to speak with and listen to your core user base.

Outside of basic affinity metrics, what are their interests? What do they want, and most importantly what do they care about? Do you attract design nerds, community lovers, foodies, music fans – perhaps a combination of several of these groups?

What daily problems do they face, and how can you help solve them through technology? By learning about your audience, you’ll best be able to draw conclusions about what type of content to create and experiences to deliver and thereby stay one step ahead of the game.

Target markets are the measurable, critical component that ultimately drive app growth. The key is to hook these users early by delivering exactly what they want (or something close to it) while consistently keeping yourself in their digital spheres by leveraging the channels where they hang out the most.

After that, the real fun begins – this is where you can work on bringing the somewhat-to-average app user to ultimate fan status.

2. Deliver, Deliver, Deliver

Related to #1, you should provide users with exactly what they want. Deliver items tied to their interests, and you will open the door to increased usage, upsells, and app growth.

Don’t forget that your #1 marketing channel is word of mouth. This directly contributes to the velocity of the number of downloads acquired and is also a key metric for visibility in the iTunes app store in terms of store ranking and feature placement.

Seed content by hiring top-tier and relevant storytellers to expand your reach on blogs and social media. Create engaging content – and don’t worry about the rules. Create Instagram content just as cool as your friends would create. Reach out to influencers through various platforms (again, where they hang out), and you’ll wind up with a channel that can create significant impact.

3. Embrace the Funnel

Tap into how people are using your app. User behavior is telling, from the newbie to the frequent user. Examine where they drop off and investigate why it happens. If your on-boarding screen is collecting the correct information, you already have basic contact info available. This creating an easy entry point to remarket by offering incentives to return for more, which leads to the following…

4. Don’t Be Afraid to Pivot

Stay true to your product roadmap, but always be available and willing to ask questions. If something isn’t working and you receive the same feedback time and time again, the suggestion may be worth acting upon.

If a feature recommendation comes to the table that actually makes sense, that’s a terrific thing. And it’s free feedback! Let that feedback gently inform your product roadmap, and keep iterating on the product with this information in mind.

5. Utilize Tools with Built-in Engagement Mechanisms

Facebook bought Parse for a reason – they are now directly tied to developers and thus can make the development process of integrating with Facebook simple. Twitter and Google are also in the game of making significant investments in tools that provide easy access to app analytics, built-in promotional tools, and other strategies that provide natural stepping stones into proprietary advertising platforms that drive app downloads, which in turn drives revenue (Facebook earned $1.95 billion in Q3 2014 on mobile ads alone).

While it’s been proven that buying ads on Facebook works well, further evidence shows that content-driven engagement will always be of interest. Combined with the above tactics – examining user behavior, knowing and serving your audience, creating original content, and not being afraid to pivot – you can leverage many tools that lead to the promotion and distribution of a highly successful app.

Part 6: Breaking up is Hard to Do

image via http://thefbomb.org

image via http://www.thefbomb.org

Remember back in the day when we needed to get over someone, we could totally try to pretend that the other person no longer existed?

With the exception of bumping into that person in the street, or at social events thrown by friends left neutral post-split, there was virtually no mental residue of needing to know that person’s current affairs.

Enter the era of social networks, blogs, and status updates – where it’s all out there for the world to see. The ultimate blow of having the magical ability to follow said person’s self-elected dirty-laundry.

I say “this person” because, well, as it pertains to my life specifically this person is not what society would necessarily deem to be an “Ex”. He’s a person who was (circumstantially) important to me, and simply needent be any longer.

I choose to think it’s as simple as that (Stage 1: Denial).

At that point in our whatever-it-was, the wires of communication had become totally tangled. I needed to get over it but there he was online and everywhere.

In an effort to distance myself – and do some detangling – I blocked him on IM (ow). I un-followed him on Twitter (double ow!). I removed him from my feed on Facebook (no one needs to know). I haven’t actually de-friended him on Facebook. After consulting friends about FB rules, everyone considered the maneuver – although strategic – to be pretty harsh.

Did it help?

Well, sorta. Obviously the curiousity takes time to fade. And old habits die hard. I think what happens is, in time, the other person wonders where you went and they reach out to you. And that’s probably the kind of person you’d want to be with in the first place – and so the universe somehow righted itself.