By Alpi Mantry
JESHOOTS / Pixabay
There will be an estimated 2.3 billion mobile app users worldwide in 2017. China leads the smartphone industry, with mobile users projected to grow from 563 million in 2016 to 675 million in 2019. The US contributes a mere 10 percent in this, with majority of the growth coming from China and India.
For mobile app developers, this translates to global app expansion; a great way to drive growth is by expanding into international markets. The advantages of marketing your app internationally include greater brand awareness, entry into lucrative markets, an upper edge over competitors, and the opportunity to be portrayed as a global brand.
From the period you develop your app to after it is launched, here are three important marketing strategies to help you gain entry into newer markets.
#1. Mobile content marketing
Content marketing hasn’t been widely adopted in the mobile apps ecosystem as compared to its application in other digital spheres. The following stats prove that there’s no arguing about this marketing strategy’s effectiveness:
- Aberdeen report shows the year on year growth in unique site traffic being 7.8 times higher for content marketing leaders as compared to followers. (19.7% vs 2.5%).
- According to Demand Metric, content marketing costs 62 percent less than inbound marketing and generates three times more leads.
- 89 percent B2B marketers and 86 percent B2C marketers are using content marketing, according to Content Marketing Institute’s 2017 Benchmarks, Budget, and Trends report.
Putting together these stats and owing to the fact that nearly 70 million US internet users use ad blockers, it is clear that content marketing is one surefire strategy for mobile app marketers to build awareness, create loyalty, and increase installs.
Let’s understand its context in relation to mobile apps.
Four types of mobile app content
1. App Store listing
The three components of app store listing content are:
- App description
- App images
- App videos
App Store Optimization, or ASO, helps to optimize these fields.
When someone stumbles upon your app store listing, chances are that they already have a need. They might have read about your mobile app while using your competitors’ app and decided to try your app. Or they were browsing the app store. Clicking on your listing is an indication that they’re interested to learn more about your offerings.
Once you know the visitor is already interested, which of the two options will appeal to them more?
Option B is more enticing owing to the proof of authority and the compelling coy. This shows the importance of content. Use of more effective content in the app listing leads to more installs and better reviews.
2. Pre-launch content
Here’s a staggering statistic: “Only 40 percent of mobile users search for apps in the app store.” This means you have to go to your users and engage them with effective content.
The important components of a content marketing strategy for your app if you haven’t launched it yet are: