Keeping users engaged with an app is no small feat: distractions in a mobile environment are ample, competitor apps tempt and usage can dwindle without fully rebounding.
Developing a robust marketing strategy is essential for ensuring an app is front-of-mind for both new and current users.
Caroline Zapatero, a product marketing manager who works on apps and digital memberships for Peloton, said that the fitness company employs a handful of different ways to market its app, from harnessing consumer insights and data to drive potential conversions, to working with different advertising keywords to bolster visibility and awareness.
Paying attention to data and adjusting accordingly is also key: “Optimizing campaigns in real-time based on conversion rates and cost per trial has allowed us to drive top efficiency within our channels,” Zapatero said.
Looking to strengthen your app marketing strategy? Below, Zapatero shared her fundamentals with Built In NYC.
What channels or methods have you found to be most effective for marketing your app and acquiring new users? What makes them so effective?
We have found that leveraging consumer insight has helped us narrow our target and find specific segments of users who are more likely to convert. Based on this targeting, we can serve tailored messages to each segment to address their unique barriers and motivations. Lastly, we have found success using historical learnings to develop a creative playbook broken down by channel to help guide creative development for each channel, which has driven performance.
When it comes to getting better visibility or ranking higher in app store searches, what is a key best practice you follow, and how (if at all) does that change depending on the store you are optimizing for?
To increase app visibility and better convert the App Store searches driven, the team expanded keyword sets using Search Match and broad match. Additionally, launching Google Discovery campaigns surfaced new, relevant keywords across fitness verticals. Competitive and category campaigns improved discovery with prospective subscribers searching for similar apps. App Store Search Ads also helped us glean strategic and competitive insights, which we leveraged in media.
We have found that leveraging consumer insight has helped us narrow our target and find specific segments of users who are more likely to convert.”
How do you leverage data to fine-tune and improve your app marketing strategies?
Being in the app business, there are many data sources available to help us inform decisions and optimize campaigns in real time. We often use data to determine where within our product experience we send traffic based on conversion. Optimizing campaigns in real time based on conversion rates and cost per trial has allowed us to drive top efficiency within our channels. Historical data trends are used to inform our media mix and platform allocations. As a team focused on driving top performance, data is used in every step of the planning process and is a core component of our overall marketing strategy.
