September 19, 2012 | 14 comments|
Your brand new shiny app or mobile game is almost ready for prime time or has been kicking around for awhile, and now you’re faced with a challenge. You can’t count on the iOS app store or anyone else to feature or promote your app for free. If that happens, great, but it’s not a marketing strategy. Here are five tips for using content and social media marketing to raise awareness of and interest in your app and help you sell more.
1. Create targeted, shareable content
Content marketing is a super effective way to reach the people you want to buy your app. Determine what types of videos, photos, social media updates and blog posts they like and need. Then create entertaining, informative content that satisfies those likes and needs. Be sure they’re aware that this content is provided by you and your app. Ways to do that include hosting content and embedding YouTube videos on the main app website, sharing via your social media channels, including descriptions on YouTube, Facebook and Pinterest, linking back to the app download page and watermarking content.
Here’s a fun video Supercool Creative developed and produced for the new Acting Out! App.
Avoid selling! Be sure that the content you create is designed to entertain or inform your audience, not overtly sell your app. That’s a quick turnoff. When considering what types of content to deliver, go a little crazy! People like content that’s unexpected and memorable. Edgy comedy is always a big hit, and the more of an impression you make, the more likely they are to share with their friends. That’s exactly what you want!
2. Use social media channels to build a fan base
Before you start updating, tweeting and blogging, be sure to match your social media voice to your app’s personality. Before you can do that, you have to decide who your app is. If your app were a person, would would it be like, sound like, act like? Once you start posting, use that voice consistently. For example, if your app or mobile game is edgy and irreverent, don’t hit your fans with formal business-speak.
Facebook, Twitter, YouTube, Pinterest, LinkedIn, FourSquare and your website blog are great places to start sharing your content, but don’t stop there. The idea is to build a fan base by creating conversations and relationships. When someone comments on an update, photo or video, jump into the conversation. That’s what you’re there for.
Offer small incentives across your social media channels. Hold weekly giveaways for small prizes if fans can answer app-related questions. Each channel has its own terms of service regarding contests, so be sure you’re not violating them, but this is an effective way to draw attention and build loyalty.
3. Be consistent with your social media marketing
Once you start, don’t stop, and don’t slow down. To build a fan base you have to consistently share, engage and reengage people on a regular basis or they’ll think you’ve lost interest and go elsewhere. You’ll need to rely on this fan base to spread the word about your app and recruit new users. Always try for fresh content, and if you can’t create your own on a consistent basis, share related content. This develops good will between you and other people and businesses whose content you’re sharing, and they may return the favor.
4. Blog and publication outreach and sharing with influencers
Reach out to blog and publication writers who can share your content with their readers. Identify which blogs and publications cater to your target demographic, find who writes for them and pitch them. Be considerate of their time, and keep it simple. Include why you’re reaching out, what you’re asking them to do, and then make it super easy for them to do it. Include shareable links to the content, pre-populated Twitter links and a link to background information should they need it. Don’t just copy and paste a press release. Put in some effort and customize your pitches. The effort will show and pay off.
Reach out to influencers that have a large or active social media following. Again, target influencers that appeal to the same people to whom you’re selling your app. Don’t just ask from them, but give and take too. They’d like to build their fan base as well, so be sure to share their content to your fans as appropriate, and engage them regularly.
5. Close the loop with the “one click rule” of selling more apps
Fortunately for you, apps and mobile games are online and downloadable. Your consumers don’t have to walk into a store to get them. Make sure that a simple way to download your app is no more than one click away from the content you create and share. Think of your content as part of the user experience, and don’t make people work too hard to find a way to download you app, or they’ll get distracted by something else, lose interest and forget to go back.
Follow these 5 steps and take your social media marketing into your own hands or work with an agency or specialist who can do it for you. And just so you know I practice what I preach; you’re my target demographic, and this content has been brought to you by Supercool Creative… just one click away.