13 Best Practices For In-App Marketing

Here are 13 proven methods for in-app marketing that will help to retain, engage and encourage re-use of your App.

  1. Combine App data with website data

If you are capturing an email in your App and website you need to a strategy to combine the customer data and gain insights. This will develop richer segmentation and targeting of future campaigns.

  1. Use location as an opportunity for marketing.

Trigger personalized, real-time messages based on a customer’s location. If you have a physical store location you need to take advantage of bacons and geo fencing.

  1. Analyze customer behavior

Heavily track all customer interactions to learn about their customer experience, including preferences, past history, interactions and location. This will allow you to drive more contextual content through all digital channels.

  1. Create a plan to onboard new users and keep existing users engaged

Develop a cadence to communicate with your user over regular intervals you can guide new customers to engage and re-engagement with your App.

  1. Create integrated cross-channel journeys and experiences

While planning your App engagement you need to determine how you can track users across channels. How will you track if App users are visiting your website? If a user follows an email link will that link go to your website or App. You need to develop specific engagement points that you can track across devices.

  1. Mobile Apps/Push Notifications

Ask your users to interact and go deeper into your App. At a minimum you should incorporate asking for reviews and having users follow you on social media. A better practice is to track products users are clicking on and then notifying the customer if that items is on sale. Or better yet, just offer them a discount on a specific product they liked.

  1. Consider App Only Coupons

Offer exclusive coupons for App users only. This is a great tactic for enticing your web customers to install and use your App. App only coupons can also be an effective strategy to re-engage App users.

  1. Offer a preference form to increase content relevancy

Allow users to select what they want to receive and when, what they like and dislike. For instance I might only want to get emails when discounts are above 15%.

  1. Enable an in-app notification inbox

Having a message center is enables you to send messages that can be delivered even if a user hasn’t opted into push.

  1. Implement a strategy for inactive user

Define and identify inactive app users, and develop a plan to re-engage them. This is the same concept as email funnels. If you are in an email funnel and do not open and email they send you a different follow-up email and a person who opened that same email.

  1. Measure your results

You need to plan and track how mobile push notifications impact your marketing results.

  1. Consider the total mobile experience

Optimize SMS campaigns to link to specific pages within your App rather than routing all traffic to the home screen. If you are running email campaigns you should always forward users to specific landing page that has a clear call to action and trip wire.

  1. Offer an incentive to opt-in to SMS

A small discount or even just providing exclusive content can really make the difference in regards to higher opt-in rates.

Contact Me!

 

Jeremy Callahan The App Man

jeremy@jeremycallahan.com

Twitter: @jeremycallahan

Jeremy Callahan is the , Expert Mobile App Developer, App Marketer, Front End Engineer, Motivator who gets shit done and Inspires others!

App Marketers Are Clueless of What Consumers Want From Apps

Jeremy Callahan - Marketer vs. Consumer Needs

While reading the “Fit for Commerce 2016” report one thing really stood out… Marketers, Product Managers, etc. have no clue of what consumers want from a shopping App. If you have read any of my previous posts then you know how strongly I feel about retailers just re-creating their desktop sites and calling them Apps. New Flash! You aren’t even close to delivering what you customers expect.

I’d like you to ask yourself right now “What are your top 3 strategic mobile priorities”?

In the report here were the top answers:

  1. Enable consumers to access content from any device – 82%
  2. Brand awareness/loyalty – 74%
  3. Bridge the gap between online and offline – 62%
  4. Drive traffic to stores – 30%
  5. Encourage consumers to use mobile devices in-store – 18%
  6. Tools for in-store associates – 18%

For your sake I hope your answers are different than all the people who took this survey because they are absolutely clueless about what consumers actually want from a mobile App.

Here is what consumers answered as their top priorities:

  1. Place mobile orders for out-of-stock items while in the store
  2. Lookup information
  3. Compare price
  4. Check reviews
  5. Get advice from friends

The divide is glaring right? Specifically only 18% of marketers have a priority on encouraging customers to shop in-store. What are they worried about? That I will find a better price? This is obviously the case but it is so near sided given that the majority of the shoppers in the store right now want to order items that are out of stock.

The other item with an 18% mark is an App for store associates. Imagine I’m in the store and an item is out of stock or I cannot find the color or size I want. A common problem for any shopper! If I do not have a smart phone the associate (with a hand held device) could immediately look up if that item is available and have it shipped to my home.

So my advice to you is to completely forget about the first four items on this list and to focus on what your customer’s value.   I believe one of the problems with Mobile Commerce is that companies are focused on advertising click thru and conversion rates. The better approach is to view your App as an advertisement.

What I mean by saying this is that your App should add value to your customers. Every retail App out there has a path to purchase but very few actually offer users a unique experience that does something other than mimic your website.

If you are in this boat I want you to pick up your phone right now and text or call me. In addition to strong opinions on m-commerce I have hundreds of ideas that can take your App to a whole new level and help you lead the field!

Contact Me!

Jeremy Callahan The App Man

jeremy@jeremycallahan.com

Twitter: @jeremycallahan

Jeremy Callahan is the , Expert Mobile App Developer, App Marketer, Front End Engineer, Motivator who gets shit done and Inspires others!

 

The Importance of Your App Being in Both App Stores

The Importance of Being in Both App Stores

You may be shocked to learn that 80% of mobile phones in the world today are Androids. This is an important fact to consider before building an App. You may have strong feeling that Apple is far superior to Android but that has zero relevance to your Apps success.

It simply is not good enough to only have your App in one App Store!

Android remained the world’s most widely used smartphone operating system with 80.7 percent market share, while iOS recorded 17.7 percent market share.*

It’s obvious that you will want to be in both App stores. Most companies take the path of having two separate development teams to build the exact same App for each platform. Before you make this massive mistake I want you to ask one simple question:

Is your App nothing more than a website on a phone?

Did you know that over 85% of the Apps on a users phone are nothing more than websites? Look at your phone right now and prove me wrong. Go down the list… Facebook, Yelp, Your Bank, Instagram, Youtube… I think you understand what I am saying right?

If your App falls into this category then I want you to take a look at this post I wrote about Hybrid vs. Native App programming. In short it says that if your App is nothing more than a website you need to choose a hybrid App development approach and use HTML/CSS/JavaScript. By doing this, you can use the same code base to be in both App stores.

If you have a game like Angry Birds or live car tracking like Uber you are going to need programmers for iOS and Android. Otherwise, make the smart decision and go with hybrid.

But regardless of your development approach you 100% must be in both App stores. It is the fastest way to double your App installs, usage and ultimately your profits.

Take a moment to consider how you will launch your App? You will likely run a press release, Facebook & social media posts, emails, advertisements, etc. Now what if the Huffington Post picks up your press release and posts a national article about how great you are? Consider that if your App is only in iTunes only 20% of the people reading that article could install your App.

That right there would be a massive missed opportunity! Launching successfully is a combination of development and marketing. If you fail to develop for both platforms then you have sold yourself short.

The other important takeaway is that you need to time both of your App store releases to be simultaneous. Once you submit to Apple it can take up to 7 days to get approval. Google Play takes about 3 hours. So always be mindful that whether you are developing one or two code bases that you will need to manage the process so that you can launch at the same time.

* http://www.macrumors.com/2016/02/18/ios-android-market-share-q4-15-gartner/

Jeremy Callahan The App Man

Jeremy Callahan

jeremy@jeremycallahan.com

http://www.jeremycallahan.com

Twitter @jeremycallahan

App Store Optimization Basics

App Store Optimization (ASO) is slightly different than SEO because the only things that you can optimize to increase your App store visibility is your App title, keywords and description. In SEO you could rank for different keywords to various pages to your site. In the App store you only have one page that traffic flows to.

App Discovery Statistics

Did you know that over 60% of your App installs come from people searching the App store? Right now people are searching for “Dog Collars” on Goggle Play and iTunes. Obviously if you are the first App that appears in the search results you are going to get a ton of free traffic and installs. Free traffic and installs are amazing, so you need to work out a strategy now to rank up.

Researching Keywords

The first thing to do is to research keywords that are related to you App. You can either do this yourself or use Fivrr. Fivrr is an outsourcing site where people post their services starting at $5. So for $5 you can get someone to do keyword research for words that you want to focus on.

Whether you do this yourself or outsource it you want to make sure you use Mobile Action, App Annie or Sensor Tower. These three websites have tools that allow you search what keywords other Apps similar to yours are using. So if you are in the pet’s space, you can put in your competitors App and see how they rank for various words. With a paid version of these sites you can run keyword comparisons and they will also suggest different keywords to go after.

The other option is to use the Google Keyword tool. Although the results are not App related, you will still be able to get monthly search volumes for keywords. They also have a suggestion tool so if you search pets, it will return up to 100 other keywords with the search volume for each word. In the image below you can see some of the suggestions returned when I searched for “pets”.

aso Keyword Research

I believe the best research approach is to go to Google and find the search volumes. Once you have targeted some words, then go over to Fivrr and find someone to research those terms using Sensor Tower, App Annie or Mobile Action.

Once you have completed your keyword research you will need to decide on an App name, keywords and create a description.

There is one key point I cannot hammer home enough. Do NOT use the same keywords in your title as you do in the keywords section. For instance, lets say your App is called “Dog It” which is for purchasing dog products. First, the maximum an App title can be is 50 characters in iTunes and 30 in Google Play.

So a better name than “Dog It” would be “Dog It – Purchase Discount Pet Products”. By using the full character space you have now added the keywords: dog, purchase, discount, pet and products. As I mentioned before you do NOT want to repeat these in the keyword section!

The keyword section is 100 characters maximum and you need to use this wisely. The rules are simple… comma delimited, no spaces and no repeating (hammering, hammering). Here is an example. Since your title has the word dog and pet lets put in the plural of those two:

dogs,pets,puppies,store,treats,toys,collars,leashes,food,training,house,bed,medication,flea,clothing

That is the process of naming your App and finding keywords! A word of caution… you should try to never re-name your App after it is published. Apple for one frowns upon this and I have been rejected when I re-subimitted my App. I think they automatically reject Apps that submit name changes. I was able to get it through after emailing them, but that process took and extra few days.

You can changed your keywords at anytime. Any good ASO person would tell you that you need to constantly be monitoring how your ranking for each keyword using an ASO tools (Mobile Action, et al). Once your App is live you can take full advantage of these tools by comparing your App to any competitors that you set.

The only remaining piece is the description of your App. These can be 4000 characters. I would suggest that you find out the top ranking Apps similar to yours and then go onto iTunes or Google Play and check out their descriptions. I am NOT telling you to copy them. I am asking you look at how long they are and their keyword density. Since you know their keywords from Sensor Tower you can now see how they use those words in their description, keywords and titles. Then it’s either time to write your own or get back on Fivrr and use someone there.

Now you have a plan for App Store Optimization

 

Jeremy Callahan The App Man

Jeremy Callahan

jeremy@jeremycallahan.com

http://www.jeremycallahan.com

Twitter @jeremycallahan

Effective Pre-Launch Mobile App Marketing Strategy

Before you go out and spend money on building your App. The first step is to determine if there is a market for what you are going to build. I know you have a unique and great idea but how do you really know if people will use your App. And an even better question is if they do use it… How will they find it in the App store?  Simply put you need a mobile app marketing strategy.

You are going to have to market it through both free and paid channels. So let me give you some ideas to see if there is a market and second drum up interest before launching. In other words… Getting emails you can market to later.

Effective Pre Launch App Marketing Plan

The first thing to do is to create a one-page web page. I use Launch Rock for this (www.launchrock.com).   This is a very simple online drag and drop tool that allows you to create pages that capture user emails. They have a free version and a $5 per month version. The main thing you must convey is that by submitting their email they will be notified when you launch.

Once you have your page setup you need to start marketing everyone you know and get feedback and support. Pull every email you have from Gmail, Facebook, LinkedIn, etc. Then use a service like Mail Chimp to send blast emails to these people. I recommend using Mail Chimp because you can setup campaigns and track who opened their emails. Then a few days later you can re-send the email to the people who did not open the first email.

Do not be afraid to beat your friends and family over the head with your emails and App idea. Trust me when I tell you that everyone you know is interested in what you are doing. They are! I know a guy who is a painter that I haven’t seen in years. The other night I ran into him and I said, “Shit, I just had my apartment painted and I didn’t think of you”.   I didn’t think of him because I haven’t seen or heard from him in 5 years. But I would much rather of hired him. So make sure everyone you know knows what you are doing.

Every time I have bulk emailed my friends with my new endeavors I get great responses. They just may say “I don’t know anyone who can help right now but if I do I’ll send them your way”.   The hidden benefit is that you will re-connect with your old friends. The idea is that you want people to know about you and what you are doing.

The next step is setting up an auto responder campaign. This is a series of emails that you will send over a given period of time. After a user submits their email you can plan a strategy to get the involved in your App. This could be “sneak peaks” of the App. Or you could ask users to take surveys about certain features you might roll out first. Get creative! Ask people to sign-up to help you beta test the App.

Now that you have a landing page you can start promoting it on your Facebook, Twitter, Instagram and any other social media pages you have.

You can also start running some ad’s to your landing page and see if you can get email conversions.  I recommend running ads on Bing or Yahoo simply because you get the same amount of hits for 1/3 of the price on Google. Plus, at this point it’s likely you do not have any images, headlines or copy. By using a lower cost engine you can refine your ads.

Generally you want a method to capture a users email and then continue to engage them through the App launch. If you are struggling to get users at this stage then you might want to pivot to another idea or refine your message. This step is critical because it will frame your market and get you to create App marketing materials like copy, headlines and images.

Jeremy Callahan The App Man

 

Jeremy Callahan

jeremy@jeremycallahan.com

http://www.jeremycallahan.com

Twitter @jeremycallahan

13 Best Practices For In-App Marketing

  1. Combine App data with website data

If you are capturing an email in your App and website you need to a strategy to combine the customer data and gain insights. This will develop richer segmentation and targeting of future campaigns.

  1. Use location as an opportunity for marketing.

Trigger personalized, real-time messages based on a customer’s location. If you have a physical store location you need to take advantage of bacons and geo fencing.

  1. Analyze customer behavior

Heavily track all customer interactions to learn about their customer experience, including preferences, past history, interactions and location. This will allow you to drive more contextual content through all digital channels.

  1. Create a plan to onboard new users and keep existing users engaged

Develop a cadence to communicate with your user over regular intervals you can guide new customers to engage and re-engagement with your App.

  1. Create integrated cross-channel journeys and experiences

While planning your App engagement you need to determine how you can track users across channels. How will you track if App users are visiting your website? If a user follows an email link will that link go to your website or App. You need to develop specific engagement points that you can track across devices.

  1. Mobile Apps/Push Notifications

Ask your users to interact and go deeper into your App. At a minimum you should incorporate asking for reviews and having users follow you on social media. A better practice is to track products users are clicking on and then notifying the customer if that items is on sale. Or better yet, just offer them a discount on a specific product they liked.

  1. Consider App Only Coupons

Offer exclusive coupons for App users only. This is a great tactic for enticing your web customers to install and use your App. App only coupons can also be an effective strategy to re-engage App users.

  1. Offer a preference form to increase content relevancy

Allow users to select what they want to receive and when, what they like and dislike. For instance I might only want to get emails when discounts are above 15%.

  1. Enable an in-app notification inbox

Having a message center is enables you to send messages that can be delivered even if a user hasn’t opted into push.

  1. Implement a strategy for inactive user

Define and identify inactive app users, and develop a plan to re-engage them. This is the same concept as email funnels. If you are in an email funnel and do not open and email they send you a different follow-up email and a person who opened that same email.

  1. Measure your results

You need to plan and track how mobile push notifications impact your marketing results.

  1. Consider the total mobile experience

Optimize SMS campaigns to link to specific pages within your App rather than routing all traffic to the home screen. If you are running email campaigns you should always forward users to specific landing page that has a clear call to action and trip wire.

  1. Offer an incentive to opt-in to SMS

A small discount or even just providing exclusive content can really make the difference in regards to higher opt-in rates.

Jeremy Callahan The App Man

jeremy@jeremycallahan.com

Twitter: @jeremycallahan

Jeremy Callahan is a Mobile Commerce Expert, App Developer and Founder at Flip Shop Marketing

Is there a Market for your App Idea?

Screen Shot 2016-05-02 at 4.48.21 PM

Here is a great strategy to determine if there is a market for your App before you build anything using Facebook.

This is also a great method to get followers before you launch. Then once you launch your App you will have a group of people who you can advertise your App launch to and drive up the installs from day one.

First, create a business page on Facebook for you new App idea. Obviously you will want to use high quality photos and the more photos you can post the better. Its best to build out the page, add posts for a few weeks and then run ads.

Once you have some content on your pages you can begin running ads to that page. I am not going to get into the steps to setup ads on FB but I can tell you it is very easy and you can Google or YouTube videos on how to do this.

The hardest part will be creating the copy and images for your ads. I would suggest searching and hiring someone off Fivrr to do this for you. If you haven’t used Fivrr it’s a great service and very affordable. For $5 you can hire people to create ads and do just about anything for you. If you use Fivrr you can hire 3 or 4 people and get different copy/photos/ads for under $30.

Once you have some ads ready go into the Facebook advertising page and start your campaign. You want to setup a “like” campaign. This just means you are going to pay for people to like your page. You can get these “likes” for about .05 – .15 cents per like. Not bad right. For about $50 you can get 500 likes.

For a very small investment you can see if people actually “like” your App. Which at this point hasn’t even launched.

The other upside is that you are going to see the types of users that like your App. You may find that females between the ages of 17-34 love your idea. Boom! Now you have a target market.

Now we get into the next level of determining your market. At this point you have 500 people. Now you can run a new ad group and when you are setting up that campaign Facebook has an audience selection call the “Lookalike”. What they did was take the 500 people who liked your page and created a similar profile of users. You can see below that my Shoe Swipe audience has a “Lookalike” of 1.9 million users. I’d say that is a good size market to target.

Jeremy Callahan - IS THERE A MARKET FOR YOUR APP IDEA

As you can see when I launch my App I have two things going for me. One is I can run free posts to the 500 people who have already liked my page and ask them for installs. And secondly I can now run an “install” campaign and target it to the “Lookalike” audience.

Jeremy Callahan The App Man

Contact Me!

Jeremy@jeremycallahan.com

Twitter: @jeremycallahan

Jeremy Callahan is a Mobile Commerce Expert, App Developer and Founder at Flip Shop Marketing