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Post-Launch Marketing Strategies: Promoting Your eCommerce Mobile App

By Gaurav Parvadiya | Last Updated On February 21st, 2024

The tech world is teeming with opportunities, boasting 2 billion Android users and Google’s quest for even greater horizons. If you’re nurturing an app idea, now’s the time to take the plunge.

Amidst over four million downloadable Android apps and iOS apps across Apple App Store and Google Play Store, enterprises recognize the imperative of a strategic marketing game plan. Crafting a functional app is paramount, but effective promotion is necessary for your hard work to succeed.

Building an app is only the first step; promoting it is the key to unlocking success. Excellence alone doesn’t guarantee triumph; adept marketing holds the real power. To flourish, your app demands a robust marketing plan that thoughtfully engages the expansive user base.

Post-launch app promotion is undeniable in its impact. While the mobile app development journey might be demanding, the post-launch phase is equally pivotal for an app’s destiny. This underscores the significance of an orchestrated marketing approach.

Dive into this comprehensive guide, where we unravel the art of effective mobile app promotion. From optimizing your new app store presence to harnessing social media and influencer marketing, our actionable insights will empower you to captivate your audience and rise above the competition.

Why Mobile App Post-Launch Marketing?

A mobile app post-launch strategy allows you to engage with potential customers contextually and at the right time. This enhances marketing effectiveness and curbs customer churn before it becomes problematic. 

Furthermore, it equips you to adapt and shift course if required. While the launch event may be triumphant, sustaining momentum is vital. Without a plan, you might be tempted to double down on unproductive strategies when initial results wane.

Formulating a post app launch strategy is crucial for several compelling reasons, including:

  • Contextual Engagement: With the proper strategy in place, app development can be facilitated with the help of marketers. They can better form meaningful connections with prospects quickly, ensuring your marketing initiatives resonate as planned and decreasing customer attrition risks. A contextual approach optimizes effectiveness while decreasing risk.
  • Adaptability and Agility: With an effective strategy at your back, adaptability and agility become integral parts of success in an ever-evolving landscape. Such flexibility helps prevent stagnation while encouraging continuous development.
  • Sustaining Momentum: Although an accomplished launch is rewarding, maintaining momentum requires intentional effort and strategic planning. Without organized post-launch app promotion strategies, the temptation may arise to pursue less profitable leads for longer than necessary – creating an action plan will enable you to maximize results while improving outcomes.
  • Longer-Term Success: Successful post-launch planning benefits the current product and can set the foundation for smoother future launches as you learn from each cycle to refine and streamline processes to guarantee continued success.

At its core, an effective post-launch strategy secures immediate goals and positions your organization for sustained expansion and innovation in this mobile app market.

Laying the Foundation: Essential Pre-Launch Preparations

Before entering the dynamic world of post-launch strategies, building a strong foundation through thorough pre-launch planning is critical. These fundamental actions lay the groundwork for a fruitful app journey and guarantee that your efforts will produce the best outcomes if you want your app idea to succeed.

You can thoroughly understand your target market by creating a user persona that resonates with them. You can effectively tailor the features of your app to meet their needs by learning about their preferences, problems, and behaviors. Analyzing your rivals simultaneously reveals information about the market environment, assisting you in creating a distinct niche.

Social media strategy & its utilization is a key component of the post-launch momentum. Making a strong online presence increases interest and anticipation for the launch of your great app. Additionally, a potent tool, email marketing enables personalized engagement with potential users, establishing a connection before the app launches.

By incorporating these crucial pre-launch strategies, you can be sure that you’ll clearly understand your audience, have a competitive advantage & a strong online presence when it’s time to implement your post-launch strategies.

Post-Launch Mobile App Marketing Strategies for Promoting Ecommerce App

Encouraging users to use your app is a post-launch strategy and requires time and marketing efforts. Let’s examine the primary strategies that can be used immediately after launching your app for a fruitful result:

Strategy #1: Establish an Online Presence on Social Media

Social media provides brands an invaluable means of connecting with their customer base and expanding into new audiences. Social media marketing goes beyond customer retention; effective marketing campaigns allow existing users to advocate for your ecommerce mobile application while drawing newcomers through word-of-mouth referrals. 

According to Statista’s estimates, the global social network user base reached approximately 3.02 billion in 2021. It shows no signs of stopping in the coming 10 years. Thus, social media is the best strategy to market an app.

Choose the appropriate social media networking platform for your post-launch campaign, depending on your objectives. Facebook excels in community building, while Instagram excels at visually captivating posts and greater chances of getting viral.

Twitter, on the other hand, offers interactive capabilities for user acquisition. It is recommended that businesses should work on multiple social media networking platforms to capture big audience groups. This also helps to utilize the benefits of each social media platform in terms of video content, graphical, news and referral content. 

Strategy #2: Encourage App Reviews through Incentives

Encouraging users to leave reviews can have a dramatic impact on conversion rates. Apptentive conducted a survey that showed app users are 8 times more likely to download highly-rated apps from unknown brands than poorly reviewed ones from well-known ones. 

To encourage reviews effectively:

  • Trigger review requests after users have engaged with your app several times. 
  • When initiating, ask users if they enjoy it; if so, prompt them to write reviews. For users not completely satisfied, offer an email or feedback form to discuss concerns.
  • Maintain a balanced approach–avoid making too many requests for reviews or specifying desired ratings. 

Strategy #3: Launch Referral Campaigns

Referral mobile application marketing (commonly called word-of-mouth marketing) leverages the power of recommendations from friends to attract new users to your app. 

Gone are the days when content marketing strategy was the winner of campaigns. Now creativity and following trends help you succeed.

Prominent brands like Amazon, Etsy, and many more have successfully leveraged referral marketing for growth; Jeff Bezos himself encapsulated its impact: “When you provide great experiences for customers, word-of-mouth is very powerful.

Strategies #4: Personalize Your Campaigns

Personalization can create an immediate sense of value and care in users. Today, the app market trends have changed, and customers no longer stick to you if they don’t get personalized solutions and services. Businesses can personalize offerings by using names in emails or newsletters, setting personalized notifications and much more. 

Hearing one’s name has an immediate neurological response; marketing-wise, personalization not only builds brand loyalty and customer retention. Businesses can use data from their ecommerce mobile app to send personalized notifications and offer to the products they reviewed, wishlisted, or even in the cart.

This immediately creates FOMO in users, and they tend to spend more.

Strategy #5: Prioritize User Engagement and Retention

Mobile app marketing’s success depends on engaging and retaining users for the long haul, which requires effective strategies and the technical performance of an app to be in sync. According to Think With Google’s research, fast and responsive app experiences play a big part in user retention; however, excessive phone memory consumption ranks one of the leading causes of app uninstallations. Achieving lasting app success requires balancing engagement-focused strategies and technical optimization for ongoing app success.

Strategy #6: Leverage Search Ads to Promote Your App 

When it comes to boosting app visibility and driving downloads, search advertising plays a crucial and unignorable role.

Research conducted jointly by Google and Ipsos reveals that an impressive 27% of app discoveries occur via search engines. The potential of search ads lies in their ability to engage users precisely when they express purchase intent.

Interestingly, Google’s insights indicate that 50% of mobile app downloads are directly attributed to the influence of search ads.

Embarking on your search ads journey entails a straightforward process. Begin by immersing yourself in Google AdWords, where you can initiate an App Install campaign. This move is an impactful guide to mobile app marketing strategy.

The next crucial step is to establish conversion tracking mechanisms. You gain invaluable insights by closely monitoring the metrics encompassing downloads, installs, and first opens. These metrics illuminated the path to refining your ad copy and targeting precision, resulting in maximized impact and minimized costs.

Strategy #7: Don’t Ignore App Store Optimization

ASO is a highly specific mobile app marketing plan which goes far beyond simply writing an engaging description for your App Store page. ASO entails employing keywords with SEO-friendly properties that can improve search ranking by an average of 10.3%.

App descriptions must also be original, engaging and professionally written if they’re going to rank highly in the Store. 

Screenshots are essential in showing off your app’s key features; however, using video as part of its promotion strategy to highlight both USPs (unique selling propositions) and user guides simultaneously could significantly boost download numbers – leading to higher ranking within Store rankings as a result.

Strategy #8: Provide Quick Customer Support 

A well-executed customer support framework serves as your bridge to connect with users on a deeper level, fostering sentiments of loyalty and advocacy. Streamlining user interaction and issue resolution is pivotal; make their voices heard effortlessly through an array of accessible channels, including:

  • In-app chat functionality
  • Email correspondence
  • Social media platforms

Twitter and Facebook, in particular, wield potent and cost-effective potential as support mediums. Statistics highlight that nearly 70% of customers have turned to social media for assistance, with 33% showcasing a preference for this avenue.

Integrating customer care into social media accounts carries an added benefit—a public display of appreciation. The likes, shares, and comments from helpful interactions create positive social proof that bolsters your app’s appeal. This will make sure that your target audience will download your app.

However, promptness remains paramount. Social Media, Today’s data indicates that 60% of social media users anticipate a response within the hour. Swift replies mitigate the risk of negative experiences, paving the way for an influx of five-star reviews contributing to your app’s burgeoning success.

Incorporate exceptional customer service into your post-launch strategy, and witness the transformation of satisfied users into enthusiastic advocates, all while nurturing a thriving app ecosystem.

Strategy #9: Leveraging Influencer Partnerships

Make use of influencer collaborations and dynamic social media campaigns to augment the new mobile app after launch. Start by finding influencers whose niche aligns perfectly with your app; whether these be micro- or macro-influencers with niche credibility or broader reach endorsement can drive substantial engagement for your app.

Create engaging and shareable content explicitly tailored for various platforms. Add interactive campaigns, attractive contests and strategic giveaways into the mix to build vibrant user communities that naturally promote organic sharing of your material. This approach ensures success!

Strategy #10: Harnessing the Power of Push Notifications

Leveraging push notifications emerges as a potent post-launch strategy for bolstering user retention. Statistical insights indicate remarkable improvements ranging from 56% to 180%

Users who willingly receive push notifications showcase an impressive 88% surge in in-app engagement compared to their non-subscribing counterparts. This heightened engagement, in turn, contributes to an elevated retention rate, influencing your app’s positioning in the app store hierarchy.

An additional tactic to enhance user interaction involves offering incentives. Introducing mobile-exclusive rewards, granting access to specialized content, distributing coupons, showcasing special promotions, and presenting enticing offers collectively steer user behavior toward conversions and sustained engagement. 

By seamlessly integrating push notifications and targeted incentives, your post-launch journey gains momentum, fueling user loyalty and app growth.

Strategy #11: Retarget App Users to Bring Them Back

Upon delving into user activity insights, you might find a fraction of users who haven’t engaged with your app as anticipated. While initially disheartening, this presents a valuable opportunity for improvement. These users, whether dormant or deleted, hold insights that can illuminate areas for enhancement.

View these instances as opportunities for retargeting. While some deletions may result from space constraints, others offer valuable feedback on app shortcomings. This iterative approach, viewing your app as an ongoing project rather than a one-time launch, is pivotal.

Retargeting involves reaching out to dormant users through push notifications or dedicated email campaigns. Encourage users to use the app and share feedback through surveys or brief questions about their disengagement. This direct interaction unveils the avenues for potential enhancement, directing your next steps.

This process not only re-engages users but garners insights for refining your app. Transforming initial discouragement into actionable data and retargeting underscores your commitment to continuous enhancement, ultimately propelling your app toward an elevated user experience.

Strategy #12 Enhance Your App with A/B Testing

Consider your meticulously crafted mobile app – a product of dedication and creativity. Ensuring its appeal and usability is where A/B testing comes into play.

A/B testing involves evaluating two distinct versions of an element, such as your app, to ascertain performance disparities. Whether refining the app layout, button colors, or onboarding verbiage, A/B testing empowers you to optimize the user experience.

For instance, contemplate testing onboarding verbiage. Craft two versions: one featuring technical language and the other adopting conversational simplicity. Randomly exposing each variant to different users during app downloads unveils which resonates better. By tracking downloads and sign-ups, you glean invaluable insights.

These insights then fuel refinements in this app market. The version with superior performance guides your app enhancements. This iterative process aligns your app with actual user preferences, facilitating continuous improvement. Through A/B testing, your app evolves, ultimately delivering an experience tailored to your audience’s needs and preferences.

By taking advantage of these post-launch strategies, you can build a robust and engaging ecosystem for your ecommerce mobile app. This will also help you make your app popular, driving growth, fostering user loyalty and ultimately increasing user satisfaction.

Wrapping up

In the dynamic realm of mobile apps, a strategic marketing approach spells the difference between app obscurity and success. This comprehensive guide unraveled the core tenets of app promotion, encompassing pre-launch and post-launch strategies.

Crafting user personas and dissecting competitor landscapes lay the groundwork for an app poised for relevance and resonance. The journey continues with adept use of social media, harnessing its power to forge authentic connections and garner intrigue. Email marketing emerges as a potent channel, fostering personalized engagement.

Influencer collaboration and beta testing elevate the app’s visibility, while a meticulously crafted landing page invites anticipation. App updates are a testament to your commitment to preserving user engagement and satisfaction.

If you just started your ecommerce business and still need to own an app, then Twinr can be your go-to partner. Our web-to-app converter will allow you to convert your existing website into a full-feature ecommerce app, and afterward, you can follow the post-launching strategies to market your app. 

Get your app more downloads, higher customer retention and leave a lasting mark in the dynamic app market with Twinr.

Gaurav Parvadiya

Gaurav is the founder and CEO of Twinr, a tech entrepreneur with a decade of experience and a passion for SaaS. With a Master's degree in Computer Science, he specializes in no-code development, driving innovation in the mobile app industry. When he's not busy growing the company, you'll find him writing about tech, growth, software development, e-commerce, and occasionally sneaking in a game of badminton.

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