So you’ve just had your mobile app built, or are in the process of having one developed. Now what? Knowing how to execute your mobile marketing efforts will be key in making sure you have an app your fans will not only want to download, but interact with and recommend to their friends.
An article published on Smart Insights notes that Apps account for 89% of mobile media time, with the other 11% spent on websites. Consumers might prefer to do research elsewhere, but they want to consume media through an app. Here are some mobile marketing tips to help you get started with your planning and execution:
1. Exclusive content is key – Content is a way to fully own the artist/consumer relationship and build trust. The more a customer engages, the more they will share their likes (and, yes, sometimes dislikes) with you. An engaged fan is the best resource you will have when it comes to marketing research. Think of your app content as a product. What engagement need does your audience have? What experience are they looking for that they can’t find anywhere else, including your other social channels? Why would they download your app over another artists’ app? Use these questions as a jumping off point to assist in differentiating app content from social channel content. Use your app as a space to run some campaigns and push out messaging you normally wouldn’t on your other channels. Channel-exclusive content provides fans a great incentive to keep coming back to the app.
FanHero pro-tip: Give your fans a voice. Ask them what type of content they would love to see on the app. By giving them a sense of ownership in what is being marketed to them, it allows them to feel like part of the conversation on the ground floor.
2. Posting consistency – You want to keep your fans coming back and get them in the habit of expecting fresh content on a daily basis. One tactic that can help you get on a regular posting schedule is creating a monthly content calendar. A content calendar is a great way to pre-plan brand messaging around topics you want to cover such as music releases, holidays, special events, product launches, etc. Keep in mind that quality over quantity will always reign true. It’s not about how many times per day you post, but the quality of what you are putting out. Create a posting schedule that will help get you into a posting routine and will cater to your fans interaction needs. If you’re like me, you probably have 1 million ideas running through your head at any given moment. Having a content calendar is a great way to plan out brand topics. My rule of thumb is to plan content one month out. Something else to take into consideration is real time events. Best practice is to leave 1-2 slots open per week for real-time events and trending topics that you might want to create relevant video, photo, or blog posts for your fans to engage with.
FanHero pro-tip: Still feeling a little bit overwhelmed? Go the topical route. Write down topics you want to cover. Don’t worry about the details. It’s more about having topics to review to help get your creative juices flowing.
3. Cross-promotion – An article recently published on Marketing Land stated it takes an average of 3+ times for a customer to be exposed to awareness messaging of a brand app before they will download it.
One way to promote your app is to use your other social platforms. Cross-promoting on Facebook, Instagram, or Twitter, in conjunction with some light social ad support, is a sure fire way to make sure your audience is aware that your app is launching or has launched. Tease out app-only content on your other social channels. Giving your fans a preview of what they can expect will help build excitement and hype around the launch.
Post launch, you can post snippets of video content with a strong call-to-action to download the app to see the full video.
FanHero pro-tip: Incentivise your audience to be your brand ambassadors. Consider running a contest for the app launch. This helps build anticipation and encourages sharing within their personal communities.
4. Artist/Customer Engagement: Something I see all too often is artists not responding to their fans across social. Social media was created to be social. It gives your audience a voice to talk about their likes, dislikes, and is a place for them to connect with other fans of your music. A study done by HubSpot found that 42% of individuals who contact a brand via social media expect to receive a response within 1 hour.
When we look at success, we look at numbers, likes, comments, shares, retweets and so on. What we sometimes fail to take into consideration are not only comments made by fans, but responsive comments made by the artist or band.
When an artist chooses not to engage with fans on social, be it an app or across general channels, she/he misses out on key opportunities to further learn about what the customer wants. As mentioned above, your audience is your best advocate. The more communication you have with them, the more likely they will tell you what it is they’re looking for, in return helping you fill that content void and keep them coming back to your app! Keep in mind that social media was created for the consumer, not the brand. It’s essentially the new word of mouth and an extension of customer service.
Conversation also creates loyalty and trust. It shows you care, you are listening and you are more than just a brand. You are “them.”
FanHero pro-tip: Set aside 30 minutes at the end of each day or every other day to read through your comments section and respond to your fans. Building personal connection is invaluable towards your brand’s success.