Mobile app technology has opened new doors of success for businesses. The possibilities have grown immensely and the implications are manifold.
It has become easier for businesses to build a Shopify app with DIY tools like AppMySite and they are harnessing the possibility to the fullest. Whether it’s blogs, eCommerce stores, or any other website, the demand to complement it with an app is increasing.
Interestingly, business owners and brands are not just getting apps, they are also innovating new ways to market it. They are now resorting to newer and more creative tools for advertising and driving sales.
One such growing trend in the app marketing arena, is ‘Influencer Marketing’. You must have come across this term in someway or the other. Read further and find out how you can use it to endorse your app and increase installs.
The basics of Influencer Marketing
Influencer marketing is a concept that emerged out of celebrity marketing. The popular media faces, or celebs, as we call them, have been endorsing and marketing products since ages. But their reach has always been limited to big brands, that can invest huge sum of money.
However, the rise of social media has brought a revolution and led to the emergence of ‘influencer concept’. It is turning ordinary people into celebs that enjoy a good number of following and command over masses.
Pros & Cons
Influencer marketing has a great deal of advantage and can benefit the business in the long run. It can help you gain popularity and earn good number of installations for your mobile app.
However, like any other strategy, it has its own share of drawbacks as well. In general, you can take help from the list discussed below:
Pros of Influencer Marketing:
- More affordable than celebrity marketing
- Fetches immediate attention & results
- Gets highly active and engaging users
- Boosts installations & conversions
- Earns stronger brand recognition
- Builds social proof & authenticity
Cons of Influencer Marketing:
- Cracking agreements can be tricky
- Lack of standard pricing practices
- Unpredictable results & output
- Highly reliant on third-parties
- Can lead to short-term impacts
Types of Influencers:
With time and age, the concept of Influencer Marketing has ripened a lot and has become more strategic & organized. The influencers are now divided into certain categories and businesses can choose whatever suits their needs.
The most prominent types of influencers include the Networkers (with a large number of contacts & connections), the influential Opinion Leaders and the social media Content Creators.
They can also be divided into the following categories based on their popularity:
1. Macro Level Influencers
They are people who enjoy vast popularity & stardom and have millions of followers. If you have a good budget and strong outreach strategy, you can take them on board. They are good for building a niche brand reputation, creating more buzz & driving more engagements.
2. Micro Level Influencers
They are the average buzz creators who enjoy limited popularity and thus, are cost-effective. They often have a good deal of categorized followers, often in thousands or few lakhs. They are good to go with, if you wish to target a specific audience that looks up to them.
Steps to promote app with influencer marketing
Influencer Marketing is appealing many businesses due to its unique and universal appeal. We have gone through a great deal of efforts to compile every worthy piece of information to give more insights about it.
Go through the list of details we have curated and leverage your marketing strategy:
1. Identify reasonable goals
The first step towards any marketing endeavour is to measure the goals. Make the best use of the resources and efforts by determining the purpose and targets. This will help you in redirecting and channelizing your efforts productively.
Although, in this case the key goal, most certainly, is to increase the number of downloads. However, you can have many other defined targets that ultimately lead to this destination.
With respect to app promotion, it can be done to achieve a variety of things. For instance, you can use it to:
- Populate your business app and products
- Advertise new offers, updates, features, or more
- Attract new customers and increase engagements
- Retain existing consumers or re-engage lost users
2. Determine the target audience
Any marketing initiative is ultimately meant for your consumers. Therefore, it is important that you target the right people who will likely relate with your app and your product.
Your targeted audience will also determine the choice of your influencer, platforms, and more. Also keep in mind that different things appeal differently to people of different age, gender, class, location, and more. Consider these factors and measure your target audience accordingly.
To fix this, you can look answer to questions like: Who are the people you want to reach out to, where will they be present and how can your campaign influence them. Finding answer for these questions will help you know your potential customers better.
3. Choose the right influencers
This is the most crucial and the trickiest part of your campaign. However, if you assemble the other pieces of the puzzle rightly, this can become a cakewalk.
It is evident that the market place is highly unpredictable so one cannot really predict what will click. However, the best approach is to find an influencer that confirms to your product idea and has genuine willingness to promote it.
For instance, if you sell books through your mobile app, you can rope in a literary figure with sound knowledge of authors & books. The idea is to find someone that can resonate your app language. Also, their image and ambition should align and affirm with yours.
4. Select the right platform
The next step after finding your goals, influencer and audience sampling, is choosing the right distribution platform. As per the general belief, Instagram is considered as the best platform for Celebrity or Influencer Marketing.
However, if you ask us, we would defy any such formula. It totally depends on your plan and approach. Nothing is written in stone when it comes to principles of marketing. You can learn from your competitors or listen to your own self and decide accordingly.
Use Facebook or YouTube, stick to one channel or branch out, drop teasers on your websites or use social media, or carve out your own plan. The key is to align things according to your resources and build a hype around your campaign.
5. Design the outreach strategy
A strong outreach strategy is the building block of a successful influencer marketing campaign. It is important that you choose a viable marketplace, an adaptive platform and set everything straight before you put the program in action.
Reaching out to the influencers and convincing them can be mind-numbing. You can optimize ways or look for relevant agencies that can provide wholesome solutions. They can help in roping in influencers of your choice and getting desired results.
Else, just contact them directly and use your skills to communicate your motives and details of the campaign. Get on common grounds on matters like budget, legalities, time, etc., and settle everything before you proceed to draw the final draft.
You can choose from the three common types of influencer agreements. They are:
a. Shoutouts: This is the most cost-effective type. Here, the influencers just mention about your products in brief or slip in the app name intuitively.
b. Gameplay: The costs can be higher here as the influencer will tell about your products in detail. Go for it if you aim for higher engagements.
c. Visibility: The campaign broadens to brand awareness and social proof. It is costlier but can be used to target a larger audience.
6. Execute a robust campaign
This is the stage where you execute the strong campaign you have ideated. Learn from your industry competitors and also seek advice from the influencers. Make them feel welcomed and a part of the entire initiative.
Make videos and draft copies as per your content need and communicate it to the people involved. Focus on the details like campaign slogans, post timings, relevant CTA (Call to Action) prompts and more.
Also place quantifiable success metrics if required. Use your own parameters or go by traditional standards and models like Cost Per Click (CPC), Cost Per Mile (CPM), Cost Per Installation (CPI), or more.
Create ample buzz about the campaign and keep it consistent. Place campaign content on relevant platforms and cross-promote it. Send push notifications or use referral rewards technique, hashtag campaigns, and more, to make people talk about it and be a part of it.
Give creative liberty to your influencers and let them play the game, but supervise everything. Draft a story to tell and have a ‘sell without selling approach.’
7. Analyze the results & feedback
Even after a seemingly successful campaign, there are many things that can lead to a learning experience. Find out the effects and after-effects of your campaign and carry out detailed analysis of the same.
Do not limit your findings to counting the number of impressions and installations. Find all the strong & weak points and the highs & lows of the campaign.
Thrive on the profits and channelize them productively. Learn what worked and what did not and reinvent to set your future goals accordingly.
Catalyze your success now!
This was our detailed tour where we discussed the different facets of influencer marketing in detail. This glamorous marketing technique has its own perks and can give your business the awaited boost with a little investment of time, money and efforts.
However, if you are still not willing to invest in influencers or do not have the budget for it, you can go for the other methods. We have a number of blogs that can guide you through and tell you about more economical methods of mobile app marketing.
For instance, you can go for Video Marketing, Social Media Marketing, Facebook Marketing, App Install Ad campaigns, and more. Discover more about each in detail and choose whichever has the capabilities to cater to your needs and deliver your goals.
However, for any marketing technique to get successful, you will first need an app with tempting layout and features. If you still don’t have a mobile app that can woo enough customers, then build one first.
Sign up for AppMySite WooCommerce mobile app builder and create your own app for free. Enrich it with distinguished features and preview it. Choose a suitable plan to upgrade and publish it on your preferred app stores.
Catalyze your success further by implementing the right marketing and publicity techniques. Get an amazing app and promote it well to become the next big thing in your industry!