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20th of January 2018

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How to build on your app user data for a foolproof marketing plan

The app world is a fascinating place. Given all the advancements in AI and machine learning, the process of marketing in this regard requires a very particular approach. While this technology certainly doesn’t hold ALL of the answers, the incorporation of big data can significantly help developers gain access to consumer insight to expand their reach in a more meaningful way.

Got an idea for the next big app? Let’s discuss some strategies to consider for bringing it into the spotlight.

Make a demo video

First things first, you need to create a demo video before even thinking about marketing your new app. Watching videos now consumes a third of our time spent online, and consequently, marketing teams that use video grow nearly twice as fast as other companies.

The demo is how you introduce the market to all the features on your app like Divvy did with their promotional clip:

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The short and sweet cartoon told users everything they needed to know about the app to make them feel more comfortable using it the first time.

This should be the foundation of your app marketing strategy. Tools like PlaceIt offer thousands of templates for high-quality videos so you can create a guide that presents every aspect of your app. Once you launch the beta, make it a point to keep up on reviews to nail down the areas that users had issues with. Then, be sure to touch on them in the demo for the official launch.

Get your name out there

Relying on traditional paid advertising services just doesn’t cut it these days. People are inundated with thousands of ads on a daily basis, especially online, which has led to 615 million ad-blocking service downloads in 2017.

Content marketing is potentially the answer. What’s fascinating about it is it gives brands the chance to present their unique messaging to capture attention without coming off as invasive. In what is perhaps the bread and butter of content marketing, gaining reviews of your app on niche blogging platforms is a fantastic way to build credibility, expand reach, and present the finer details of your program without the “salesy” vibe.

GoLive’s newest game, Demon Escape: Shadow Realm gained a lot of buzz with some strategic content placement. The app got some great publicity from app review blogs and niche websites that praised the game’s high-quality graphics and edge-of-your-seat excitement as players battled demons through the underworld. All those positive stories really paid off, helping the app launch a successful first run and earning them an impressive 5-star rating on iTunes.

Start by looking at the numbers to find which platforms will give you the best exposure. Web monitoring tools like Brandwatch and Buzzsumo are great places to start. By searching a keyword, brand, or publication, you can see which topics are gaining the most engagement across the web and which publications they are being featured.

Whether it be game app review sites or something more creative and unexpected like a feature on BuzzFeed, the name of the game is getting your app in front of as many interested eyes as possible.

Connect with app influencers

No question about it, influencer marketing has proven itself to be an immensely powerful tool for customer engagement. Social media is perhaps the best way to reach target audiences, especially millennial age-groups. In fact, 70% of younger customers were more likely to buy a product endorsed by a social media influencer.

Recently, Jungle Book Runner struck gold with an influencer campaign. They partnered with one of India’s most popular Instagramers, Nandu Ramisetty. She reviewed the app and posted a video of herself playing it while talking about the themed adventure game. She also included screenshots that highlighted the app’s features, like the beloved Jungle Book characters, along with the multiple levels and challenges players must solve.

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As a result, the game was exposed to over 141,000 loyal followers.

The key here is to find the perfect fit for an influencer who reaches your ideal customer base, which is where big data metrics come into play. Influencer marketing can give you an idea of how to speak directly to your target audience. For example, if a certain influencer is known for live streaming video games and has a primary following of a younger demographic, partnering with them to promote your new game might be ideal.

Think about customer searches

Most people search for apps that will solve a problem for them, like helping them find a good restaurant to eat at, cheaper plane tickets, or even to manage their money. That being said, you should base your app’s SEO strategy around search patterns to boost visibility and rankings.

Be sure to include keywords from common searches that would naturally lead a customer to your app. For instance, drivers that search “cheapest gas” or “gas near me” will see a listing for Gas Buddy’s app, which displays gas prices from the nearest stations.

Google’s Keyword Planner tool can help you get an idea for the related keywords people are searching for in relation to your app. Once you’ve narrowed down a good list of terms and phrases with reasonable competition, be sure to strategically include them in your web copy to improve the chances of ranking on the SERPs, the App Store, and Google Play.

In conclusion

With over 37 billion apps downloaded in 2017 alone, it is no longer possible to just launch an app and expect users to magically come across it. App developers and promoters must use data-driven insights to properly define their unique selling points and come up with creative marketing strategies to expose the program to the right people, at the right time, in the right place.

This post is part of our contributor series. The views expressed are the author's own and not necessarily shared by TNW.

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