You can achieve greater results by including many different marketing methods to reach your audience—social media, word of mouth, email, product reviews, banner ads, and so on. The following steps will help you to implement a marketing campaign:
1. Determine the goals for the campaign—what results do you hope to achieve? Before you launch an app campaign, it is important to determine what the overall goals for each Android app marketing campaign will be, so that as the plan is implemented you can measure it and thus have some measure of success. We'll touch upon just a few objectives that you might pursue with your marketing campaigns.
2. Direct traffic to your app's product website. Keep in mind that you have all the control over your product website. You can develop search engine optimization (SEO) programs to drive traffic to your website. You can utilize banner ads and email campaigns to direct traffic to your product web pages. You have much more flexibility in what you can post to your own website than you do on the Android Market.
3. Increase app sales on the Android Market. This is obvious, but you want to have a goal to increase sales by a certain amount so you have something to measure and track against. If you are only seeing ten downloads a day, then set a goal to realize 20 downloads a day, and so on.
4. Establish a brand. Establishing a brand takes time and effort but is necessary and important to building long-term success. You establish a brand by being in front of your target audience. This is done by developing a common look for your apps and icons as well as developing a website that also carries the same look of your brand. Measuring brand awareness is more difficult, but your initial goal should be to simply establish your brand.
5. Bring back old customers to look at your newest app. Although you won't know who your customers actually are from Android Market sales unless you've persuaded them to register on your product site, you can conduct campaigns that will bring some of them back to try out your new app. This can be done through banner ads, email campaigns, and blog posts. You can mention that you are the creator of a best-selling app that they used to enjoy.
Your campaign goals can vary from meeting basic expectations to reaching for very lofty revenue aspirations. The key behind setting goals is to be realistic, based on your overall budget and your timeframe. You will only set yourself up for disappointment if you set a goal to be achieved in two days that realistically could take more than two months to produce the results you have in mind. You will be equally disappointed if you expect huge sales but have a very limited marketing budget. Here are some sample goals you might pursue with your marketing campaigns:
• Establish your app as the hottest new entrant in the Android Market's Lifestyle category.
• Increase online ordering conversion rates from your personal website.
• Increase overall leads while minimizing the cost to obtain new leads.
• Successfully cross-sell to your existing app customer base.
• Establish measurement criteria.
Always have a clearly defined goal in mind prior to launching a campaign. Not all campaigns have the same purpose. Your overall goal is to drive app sales, but in some cases you are also trying to build awareness for your brand and attempting to get your name recognized in the Android Market.
The next step is to determine how you will measure your desired goals. If your goal is to increase Android app sales, you will measure the success by reviewing the number of sales coming in after each campaign. Measure sales before you start the campaign and then during the campaign to compare the difference.
You'll most likely want to associate these measurements to a specific campaign so that you can determine the pieces of the overall plan that were most effective in reaching a set goal. This allows you to refine the marketing plan over time in order to make it as successful as possible. Here are some examples of measurements you'll want to evaluate for your own Android apps:
• Determine the number of app sales on the Android Market.
• Develop a strong lead response to your messaging—ensure the success of all lead-generation programs.
• Review revenue associated by campaign to determine if a sales increase can be attributed to your marketing plan.
• Gather prospects to target for your campaign.
Perform a thorough review of your target audience. Do you have a database with customers who have purchased an app from you previously? As I have mentioned before, always include a registration option on your product website so that visitors can be notified by email of your latest apps and upgrades.
Other developers will have email databases from previous products launched. Maybe you have a PC game that you are now launching as an Android app. If you've sold to a PC audience, you will want to notify them of the availability of your new Android app. Gather all the leads that should be targeted for the campaign and use a clean email list (meaning the names have been scrubbed for duplicates and invalid addresses). The following list explains some steps you should take to track the impact of your marketing activities:
1. Track your results and measure your marketing ROI (return on investment). One of the most important tasks is tracking the successes and failures for each marketing initiative, campaign, and so on. You will better understand the most effective ways to promote your app to your audience, which in turn allows you to maximize your marketing dollars. Learn how to track results.
2. Build tracking mechanisms into your marketing pieces if possible:
a. Send users to a landing page on your website and track hits using Google Analytics.
b. Add mechanisms to your product website to track unique hits for each page and links within your site. Understand where website traffic is coming from and what visitors are viewing when they get to your site.
3. Analyze leads and sources by revenue:
a. Track sales by lead source.
b. Compare total app sales from Google's stats to conversions from your product website.
You will be able to identify whether your website is producing more sales than the Android Market by itself. If your website is converting less than the Android Market is on its own, you need to work to improve your website hits and conversion rates.
You can't improve what you can't measure. Always gather data on the success of each campaign so that you can fine-tune going forward.
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