Creating a great app is just the beginning. Once the monstrous task of requirements gathering, wireframing, UI screens and coding is done, you still have to be found. Beyond app store search work (app store optimization), app marketing requires a strong strategy and diligent follow through. Some of us are great marketers, and some of us are fantastic app creators – few of us are strong in both areas.
Weever media is an agency that helps app developers, and other companies, find the right users for their apps – as well as helping end users find relevant apps. We’re leaning on them in this article, to share their tips for promoting a new mobile app. For more great tips on marketing mobile apps, read our interview with SpaceChimp CEO and Founder, Charles Haggas.
The founder of Weever, Richard Buettner, is deeply passionate about marketing apps the right way (great for users, great for creators). He recognizes the need to get new apps in front of the right people – with the right monetization model.
When Richard talks, we listen keenly.
App marketing is tough, perhaps especially for those of us who are technically minded. Most developers use a trial and error approach, and that’s not necessarily a bad thing. Being willing to try something new, and to adjust when a method isn’t panning out, is a smart business strategy.
What has been the most successful marketing strategy that you’ve tried?
We’re an agency, so we have tried lots of methods…
The app marketing landscape is constantly evolving, and what worked last year does not necessarily work this year.
We found that in 2015, the top 3 activities are:
- Facebook Ads
- Video to Install
- Programmatic Media Buying
What makes adding new users (to apps) challenging?
Adding a new user is not a challenge – you can get them cheaply nowadays. The real challenge is to find out if this user is a good monetizing user. For that you need to apply a proper tracking tool and start optimizing campaigns towards monetization KPIs.
Good point. It’s important to keep your eye on the prize – apps that make money, rather than merely gaining traction. Since you are, essentially, a breeding ground for discovering the best marketing tactics, I have no doubt that you’ve come across some clunkers as well.
What marketing strategy was a waste of time? What is something that just doesn’t work?
Recently, PR seems to have low impact in general.
Yes, PR is expensive, and I think end users are savvy – they can smell PR and they’re instantly alert to shill. Not all PR is shill, but bad PR is a huge turnoff for users. PR works well for many industries, but for the app developer, it’s tricky.
In case some of our developers are interested in working with you, how does an app agency like Weever Media get paid?
We’re an app marketing agency and add some margin on top of our cost-per-install prices.
Sounds fair. Before you go, I am sure that there is something that we’ve not thought to add. Any other advice we forgot to ask for?
Do you have any advice to other app marketers?
Make sure you reserve at least 30% of the development cost available for promoting the app.
Reserving a marketing budget is essential to getting the word out about your app. Thinking that visibility is your only goal is misleading. More than just focusing on one piece of the puzzle, a solid app marketing strategy has several facets, and means iterating your marketing, based on performance, just like you do with other aspects of your app. What Richard proves is that you have to care about every aspect of your app’s strategy, from how it’s built, to performance, to marketing, all the way down to how it’s monetized.
Attention to each of these foundational pieces ensures your app business is healthy, happy and prosperous.
