Advertising an app can be a challenge if you don’t know your way around the world of internet marketing. And even if you have been around the block, it’s a field that keeps changing. To get the word out in a saturated marketplace you’ll need to figure out a few things.
First of all, who is your target audience?
Second of all, where are they online?
Third of all, how can you reach them?
Finally, once you find the answers to these questions, you’ll want to find an advertising solution that can deliver.
Step One: Find Out Who You’re Advertising To
If you’ve already created or designed an app, you’ll be able to answer this question pretty quickly. After all, apps are designed to fix a problem or fill a need. This means that you’ll already know your audience. For example, an app that offers real estate information and updates already knows its target audience.
Try to get as specific as possible with your audience. Find out everything you can about their demographics, including location, interests, and age group. The more you can narrow down your target audience, the more effective your marketing will be.
In the beginning, the initial picture should be enough. If you’re having trouble narrowing down your audience, do some Google research on marketing demographics and open up the nearest ad network platform: there are many variables that will give you ideas on how to narrow the focus.
Once you begin advertising, you’ll be able to gather more data on the people using your product. The analytics produced from your advertising campaigns will tell you what works and what doesn’t. These statistics can help you re-target your audience, if necessary.
Step Two: Where are They Online?
If you’re advertising an app, then hopefully your audience spends time using apps. If not, you may want to reconsider some aspects of your app design. However, since the vast majority of people do use apps today, and average app times exceed two hours per day, you probably won’t have much trouble in that regard.
Using the demographic information and target audience profile you created in step one, find out where your audience spends time online. You may be trying to promote a mobile app, but that doesn’t mean you have to advertise your app inside other apps.
Certain types of people, for instance, spend more time on social networks and websites. If you’re targeting a specific niche, find sites and forums that cater to that niche.
Step Three: How do You Reach Them?
Now you know who you’re trying to reach and where they are, so it’s time to find the ad networks that can reach those places. Most social media platforms and websites have their own advertising solutions, and even individual blog owners sell advertising space. Major ad platforms, such as Google AdSense and Facebook, have massive reach.
Typically, you’ll want to take it a few steps further, and find ad networks that target your audience where they hang out. If you’re targeting professionals, advertising on LinkedIn would be more effective than Facebook. The post-Facebook generation can be found on younger apps like SnapChat.
Finding the Right Advertising Solution
There are other, more creative advertising solutions that can help you reach your audience, however. Elsewhere on this blog we go into detail on innovative advertising methods, such as smart installers, pay-per-install solutions, and bundling. The advantage of solutions such as these is that they offer two benefits to app creators: revenue and marketing. Not only can you expand your reach through smart installers, you can also integrate these advertising platforms with your own product as a revenue-generating tool.
Affiliate programs and pay-per-download sites can offer similar benefits. When you sign up for an affiliate program, you can recruit online marketers to help you promote your own product. Each time they sell your app, you pay a commission. The major benefit to this model is that you only have to pay when a sale is made, so you don’t have to pay up front for advertising campaigns.
A drawback to these programs, however, is that they can require more work. With advertising, you simply pay for your online real estate, and your ad is displayed when and where you want it. Affiliate marketing, however, is a complex and involved field that can require long-term investments into networking and self-promotion.
Sometimes a solution will just jump out at you; sometimes you’ll need to do some research before finding the right solution. Advertising an app isn’t rocket science. Sometimes it can be as simple as signing up for a platform, plugging in some numbers, and watching it go. But the more time you spend tweaking and refining your campaign, the more you’ll get out of it.