Using Social Media Advertising to Build Mobile Applications
With over 2,000,000 apps in the Google Play and iTunes’ marketplaces, mobile applications continue to grow at an astonishing rate. In fact, over 90% of the mobile web is now is now viewed through these tools. Yet the average consumer only engages between four and eight of these apps more than once a week and upwards of 75% of all apps are removed within 24 hours of install – a critical metric for developers trying to succeed in this highly competitive market. So what does it take to get your mobile applications noticed, build a subscriber base, and drive adoption?
Vox recently teamed up with mobile developer MetaBrite to help grow their family-focused meal time planning and preparation app CookBrite through social media advertising, automation, and inbound marketing. Designed to help calm daily tornado busy families face while trying to get dinner on the table, the CookBrite team had a general idea of who their target market was, but the company needed a comprehensive marketing strategy in order to reach them.
Our team started out by working with CookBrite to dial-in on effective MVP strategies through multi-variant ad testing – quickly dialing in on the value proposition of: “Make a meal with what you have”. We next built and executed an aggressive Facebook Application Install campaign, garnering over 10,000 unique pieces of engagement and approximately 30,000 installs over six months.
As the second stage of CookBrite’s 2015 strategy kicked off, the Vox Social team began a remarketing campaign based on data which pointed to six individual drop off points within the application’s UX. When users progress through the app to a certain point and exited, they were shown a specific add correlating the stage they dropped off at. Our team continued with a concurrent marketing automation strategy to match, including email and push notifications that provided the same information encouraging users to complete the next stage.
Finally, in order to activate long term users, CookBrite needed to become more than a mobile application. It needed to become a community – a collection of busy families rallying around the cry that there had to be a better way to get dinner on the table. We set to work building that community through a hub and spoke inbound marketing strategy that included blog posting, influencer based mentions and advertorials, and more.
Social media is a fertile ecosystem for building the kind of engaged communities that will drive your new mobile application. Vox Social can help. Please contact us for more information.