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Mobile App Marketing : 6 Best Awareness Strategies

Mobile App Marketing 6 Best Awareness Strategies

The awareness phase is the first step of a mobile app marketing strategy. It is, in effect a Pre-launch phase meant for building brand awareness and product visibility to ensure discovery of your app by your target audience.

These are the 6 best strategies to follow during the awareness phase of your marketing plan for your mobile app:

Each stage requires different strategies and tactics, and each is required for a successful mobile app marketing strategy.

1.Determine a Release date

There are a couple of things you need to pay attention to when scheduling a release date :

Be aware of other events/launches in your space that could overshadow your app launch.
 

Plan for how long it takes for Google and Apple app stores to review and release your app to avoid any delay in your launch. 

2.Create a Pre-launch Website with a Blog and a great Landing page

This is an important step that should take place before the launch of your app and many months before in the case of the blog

This landing page should at the very least:

  • Contain a teaser/demo video and visuals that will also be used in Paid ads, on Social and in the App stores during launch.
  • Collect emails to update your subscribers on the launch date as well as future updates.
  • Display the 5-star reviews of your beta testers to add to the authenticity

If you want to know more about creating landing pages that convert over 10%, check out this video

Creating your blog months before your launch carries many benefits:

  • Is a great tool to start establishing your Brand authority in your field and can reduce your advertising costs in some cases.
  • Establish trust with your followers before the launch.
  • Is a great source place for content that drives traffic and can be recycled for email marketing and social media.
  • A launch post is ideal to showcase the new app and reach your audience

If you are interested in knowing how SEO can help you decide what Content you should create to maximize your audience engagement, check out this video on SEO Content Marketing
SEO Content Marketing video

3.Do Pre-Outreach

What is a Pre-Outreach?

Pre-outreach is part of an outreach strategy. It is the communication that occurs with editors, journalists and bloggers weeks or months before your app is released.

Pre-outreach is done by email and occurs before the content is pitched.

It is mostly effective to offer exclusive coverage and to build relationships with industry influencers as well as getting honest reviews you can use later

For more details on How to use Pre-outreach in 5 Steps, check out technique #1 of this video related to link building strategies (in best linking strategy part 1)

Some key elements you will find useful during this exercise :

4.Research your Targeted Audience

There are a few ways to identify your targeted audience :

  • Whenever possible, examine your existing customer base and identify what they have in common that make them using your existing apps.
  • Check out your competition and see who they tailor to but also who they do not, as it can present an audience opportunity.
  • If you already have a website that you used to launch prior apps, use Google Analytics to identify some key information like demographics, behavior or geographical data as well as the type of content that is being consumed already

Combine these information with what you already collected with Surveys and Outreaching tools previously mentioned and create user personas.

5.Create User Personas

What are user personas ?

User personas are fictitious depiction of your ideal users. User personas include demographics, background, mobile preferences, interests, and unique identifiers. They also emphasize their goals and challenges they’re facing. User personas are at the core of A customer journey design and help you tailor every aspect of your mobile product to each of your users’ preferences and needs.

 These are some of the information worth gathering for each persona :

  • What is their main problem/pain point
  • What type of content do they consume online?
  • When do they consume content?
  • Are they using iOs (Apple)  or Android?
  • What influencers are the following online
  • What platforms are best to leverage for paid advertising?
  • Are they known to pay for apps or make in-app purchases?

The exercise of defining your personas is difficult and cumbersome at times but essential for an effective and efficient app launch

6.Establish a Social Media presence

Social platforms let you expand your web Domain Authority and allow you to directly communicate with your target audience.

It is important that you target the correct social media channel that matches your audience and do not spread yourself too thin.

For this review this table below :

What to do on Social Media during the awareness phase?
 
  • Use these platforms to post company updates and engaging content related to your app and shy away from a hard sale which would turn your followers off.
  • Encourage feedback and comments, remember social platform is all about community.
  • Consider creating a hashtag and use it in post whenever suitable.
  • Tag influencers to create reactions and reach their audiences
  • Also remember that your social page/profile have to be optimized which means :
  • The App is clearly associated with the page
  • The value proposition of the App is very clear
  • How to download the App is obvious
  • Apply as many social media SEO techniques as possible. VidIQ Youtube channel is a great reference to check out on this

Key metrics for the awareness stage

CPM (cost per mille)

This term is also known as “cost per thousand” and it is used to measure the number of times your ad was displayed on a website. For every thousand of impressions your Ad has, you pay x amount of money.

Click-Through Rate (CTR)

This metric is given in percentages and indicates how many users click through to links, landing pages and other locations. E.g. A social media ad that points to a page where your app can be downloaded.

Traffic Source

This metric simply tells you where the user found your app. Use this to track your app promotions and see which channels are working best for you.

These metrics will help you discover which marketing actions are contributing to reaching your goals.

If there’s no user interaction you might be targeting the wrong audience, advertising in the wrong place, or not using the right mobile marketing campaigns to reach them.

Based on if something is working or not, you can adapt your mobile app marketing strategy.

I will go further into Performance Measurement in a dedicated chapter later on.

And that’s how you do pre-launch marketing for mobile apps

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About Gilles Argivier

picture of Gilles Argivier standing with crossed arms

He is an International marketing expert and visionary entrepreneur.

For over 20 years, he has been entrusted by world class organizations as a driver of top and bottom line growth through transformational business development, brand’s sustainable strategy, product innovation and powerful online customer centric experiences

He owns and operates his marketing consultancy firm out of the US.

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