5 Tools Every App Marketer Should Use
Marketing is fast becoming as much science as it is art. Marketing as a speciality has only been around since the late 19th century. The word traces back to around 1884 according to the Old English Dictionary. We have “snake oil salesman”, Mad Men, and the book “Story Wars”, largely because of the art of marketing. Some might call it the “dark art” of marketing. It’s really the fine art of persuasion.
In a pre-digital universe, art and persuasion were mostly unmeasurable. Today it’s still about art and persuasion, but now you have a venerable toolkit of applications to measure the results of your marketing efforts. If you can test it, track it, measure it, and analyze it, you can always figure out how to improve it.
Here’s our list of 5 Tools Every App Marketer Should Use:
You can improve your App Store ranking with tools like MobileDevHQ, SearchMan, or Appnique. Remember it’s important that you give your key assets a lot of thought and attention. Your app’s title, keywords, descriptions, and screenshots are key elements in getting discovered and downloaded. Keyword tools, such as MobileDevHQ’s App Store Optimization tool and its competitor AppCod.es make it easy to tell which keywords will be most frequently used between your and your competitors’ apps.
While it’s great your app was discovered and downloaded, it’s even better knowing where that user came from. From device fingerprinting to OS specific tools, there isn’t a true one-size fits all application. HasOffers provides a good overview of your options in a write-up for Search Engine Watch. Of course, we at Tapstream would be more than happy to help you track app installs.
Again there are lots of choices. There’s Google Mobile App Analytics, Flurry, Mixpanel, Countly, and Localytics to name a few. Know which solution is the right one for your app, as not all are created equal. For instance, games and content delivery will have very different requirements. Most importantly take the time to integrate analytics correctly, because an analytics platform that’s supplying faulty data can be worse than no analytics at all.
In-App A/B testing
The principle is the same as testing web pages, but you’re more constrained by the App Store approval process for making changes. Make sure you focus on tests that materially impact your user base. You also need a test audience big enough to make informed decisions. Some of the bigger players in this space are Swrve, Splitforce and Leanplum. KissMetrics offers some great insights to A/B testing with this case study.
Know where your users are, and plug into those channels. With Twitter and Facebook you can connect with fans and potential fans. Have conversations, find out what people like or dislike. Entertaining, informative and sharable content will increase engagement. Use YouTube, Vine and Instagram to show off your app. Your cost is creative time, and actually being social. The must-have tools for social include HootSuite, Buffer and SumAll.
Using one or more tools from each of the five categories won’t guarantee you success but it’s a necessary first step. As the ecosystems keeps expanding at a seemingly exponential rate, your marketing efforts are critical. These tools give you a fighting chance at success.