App revenue has grown to over $44.8 billion annually this year and is projected to grow as big as $80.6 billion by 2020, according to Newzoo’s app market report. In addition to the massive market share, user reports also show that apps dominate mobile internet usage, claiming 90% of consumer time.
…. Needless to say, there are still a lot of pieces of the mobile pie yet to be claimed.
So what’s the key to making sure that it is your app that will go viral?
Making sure that the right users can find you!
The truth about making an app successful is that the quality of the app is only a small key to it’s success. So many apps have great quality BUT they never reach the people who will turn into high quality users and evangelists.
With over 2.6 million apps on the App Store & Google Play Store, there may be lots of sifting through the market to be done, but your users are there. You just have to find them, or better yet, help them find you!
It may not be easy, but most things worth having don’t usually come that way.
Here’s what you need to do…
1) Don’t market to everyone!
If you have never paid for advertising before, think about where you may have seen ads before. Maybe it was plugged at the bottom of an app you are using, on your Facebook news feed, or accidently clicked when your page is still loading. Was every ad you saw relevant? Did they get you interested in the app itself or did it seem like the ad was just begging for installs?
These are classic examples of forcing installs. When these ads are put out to appeal to everyone, they actually neglect to reach the real potential high quality users of their app.
There’s one simple way of describing why you shouldn’t just click and pay for general ‘everyone' advertising: You are pumping your hard earned money into a marketing slot machine and hoping that the right users will see it!
You go to Vegas for fun, not to make money… So why gamble with your marketing?…
Here's what you should be doing:
2) Indoctrinate users
So you must be wondering what wheel we're going to have to re-invent to get around this, right?…
No re-invention necessary, it all starts by taking a step back and seeing what VALUE your app provides. When you can break down the benefits of your app, you will be able to indoctrinate users before they install!
The first step that I take with every app developer that I work with is to find out the ideal user of their app. We do this by creating a User Avatar, and using Targeted Asset Scripting to create the perfect ad to display to appeal to that ideal user.(This comes with lots of market research too)
I know that may be confusing, so here’s an example-
Say that you have an exercising app. Out of the thousands of apps out there in this field, what is your perfect user going to be looking for that makes your app a good fit?
Is it that you let me log every set of every workout that I do and you can optimize my results to help me get stronger? … Well my Grandma should probably know that before she wastes your advertising dollars, downloads your app and never uses it…
The trick here is to find out what part of your app is going to change someone's life, and streamline the information to them about how you are going to do it.
3) Consistency is key
The mobile app marketplace is a dog eat dog world. If your app isn't liked right away, then it risks falling right to the bottom of the barrel.
That’s why it is so key that you consistently market your app and optimize who you're reaching. The best way of finding the absolute greatest channels for your advertising is by learning from your results and optimizing your marketing efforts.
Think about your app as a business. If you were the head of Nike, do you think that you would make an investment to build an app and pump money into marketing without having someone there to break down your target market and optimize your results?
…. I don’t think so.
Here is the exact guide that we use with our customers when we first start working with them. If you follow this, you’ll have a dependable and consistent flow of new users that have been waiting to find your app.
Oh yeah, and the longer that you keep this running, the more efficient your user acquisition will get. We see the price per user drop significantly when you work to optimize your user acquisition system. (Pay less money and get the same or more users per month!!)
If you’re interested in learning more, I’m giving you access to my full online Mobile Growth Workshop absolutely free. You can access here: http://appoutreach.com/workshop
Already seen the workshop? Let's talk strategy one-on-one, book a free call with me here: http://appoutreach.com/start