Mobile social advertising guide
You’ve probably heard from a variety of people that mobile social advertising is a powerful tool for promotion and advertising of a mobile app. In fact, it would be quite strange if you hadn’t, given the fact that mobile social advertising is, by large, one of the most pervasive elements of the modern human experience today.
That being said, many app owners remain somewhat confused as to how precisely put these tools to good use to market the mobile app, due in large part to the fact that there seem to be a near-endless array of promotional “opportunities” and insights found within a single platform. Instead of burning precious time wading through troves of guides and blogs written by mobile app marketers across a variety of social media perspectives, it sometimes helps to jump straight in and learn by doing.
With that in mind, we’ve created this brief actionable guide which will provide you with the information you need to quickly begin moving forward with mobile social advertising for your own mobile app. No matter the size of your business or the specific characteristics of the app you sell, we guarantee that you will be able to find a way to put mobile social advertising to good use. Given the fact that each of the platforms we will mention in this guide is absolutely free to begin using, there’s no reason why you can’t begin putting your newfound mobile social advertising knowledge to good use immediately.
TIP #1: IDENTIFY THE PERFECT PLATFORM
Although you have probably noticed a myriad of mobile social platforms which claim to be the ‘perfect’ solution for businesses seeking to advertise their mobile apps to a large global audience, the simple truth is this: some mobile social tools may be better matched to your app needs than others. For example, if you require either extensive text descriptions and or multimedia, you might find a platform such as Twitter to be less compatible with your interests.
Although Twitter allows you to quickly communicate short messages, links and others singular media items rapidly, a platform such as Facebook will ensure that you have more options to attach and promote your mobile app. That being said, there always exists trade-offs across any medium. For example, you may discover that your app particular demographic uses a particular social media platform more than others. There is no use devoting extensive time to mobile social advertising on a platform that no one will see.
As a first step, we recommend that the app owner or app marketer engage in a bit of competitor research to see which mobile social advertising platforms businesses in the industry are opting for. Although some of the mobile app competitors may be adopting a blanket approach to social media, targeting any and all platforms they can find, the chances are good that certain mobile social advertising tools may be utilized more than others. This information can act as a strong indicator as to which particular platforms you should be considering for your own app promotional toolkit.
TIP #2: SET A BUDGET
Although the vast majority of social media platforms allow for free use, the more heavily trafficked services such as Facebook provide premium advertising tools for those who have an app marketing budget that they are ready to deploy. If this matches your scenario, you may be interested in learning more about tools such as Facebook Ads, which allow you to invest fixed sums of money in exchange for an expected number of impressions and, hopefully, mobile app conversions or downloads.
Before beginning with direct investment in these mobile social advertising platforms, however, it is crucial that you determine for yourself what your particular mobile app marketing budget will be. Are your competitors investing in tools like these, and if so, how much? Although there certainly isn’t a ‘right’ amount that you should be investing in your mobile social advertising, it is quite likely that your competitors will reap greater benefits from their app marketing strategies if they are investing a significantly larger sum than you on your mobile app marketing budget.
This doesn’t mean to imply, of course, that non-paid advertising is useless. Quite the contrary, in fact! With time and patience, you will be able to develop a sustainable flow of organically drive traffic to your mobile app. However, this will be a much slower process than paid mobile social advertising, which also should lead you to ask the question: “How much time do I have to achieve the results I need?” The answer to this question will most likely help you determine conclusively which tools you should be adopting.
TIP #3: DON’T OVEREXTEND YOURSELF
One of the most common mistakes in the world of mobile social marketing is to “bite off more than you can chew” when it comes to adopting platforms for advertising. As a general rule, don’t create app pages or social media accounts for your mobile application unless you have the discipline and capacity to post on them on a regular basis.
Nothing looks more unprofessional and damaging to consumer confidence than an app profile on a platform which appears old, unused and abandoned. Although posting on a social media platform isn’t a direct form of advertising, it is incredibly important to consider the fact that social media activity, even if only indirectly guiding a consumer to a an app download or install, is in fact its own form of promotion. Simply put, posting frequently and the quality of content being posted can be directly linked to consumer confidence.
Although you may feel that “more is better” in the world of mobile social advertising, this is only true if you can create a credible, active presence of your mobile app on these platforms. Always keep this in mind as you begin setting up your mobile social advertising strategies, as it can be a painful lesson to learn over the long term.
TIP #4: STAY INVOLVED
Even if you don’t immediately notice return from your mobile social advertising, this doesn’t mean that you should quit. In fact, it’s almost a given that this form of app advertising will require time and patience in order to achieve substantial returns. We strongly recommend that you create a conservative posting schedule that you feel you can achieve easily and set progress benchmarks for a 1-month, 3-month, 6-month and year period. These benchmarks should involve pertinent metrics such as click-through rates, app user retention and app user acquisition. You can use this information you collect to determine a ‘normal’ rate of progress over time that will help you remove unrealistic goals and ensure a reasonable, informed approach to your efforts.
We hope that the information provided here will help you develop a rewarding and polished mobile social advertising campaign. Although there certainly isn’t a single path to success in mobile social advertising for a mobile app, we strongly believe that the information provided here will keep you on the right foot.
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