Effectively Crosspromoting Your Apps
This is the first post to share my experiences on App Marketing Strategies. Check back frequently as this will be an on-going series.
Many developers often wonder how they can drive more downloads to their apps. If you have multiple apps, one great (and effective) way of getting more downloads is by crosspromoting your apps. (don’t worry, we’ll be writing about strategies for individual apps soon!) What exactly is crosspromotion? It’s when you advertise one of your apps within another of your own apps. Now how do you effectively crosspromote your apps? The most common way of crosspromoting apps – having a static button or link in one app go directly to another app in the app store – is not the most effective way to crosspromote your apps. Read on to learn how to maximize your cross-promotions and track their effectiveness.
Why Static Buttons and Links are Ineffective
Now let’s revisit the most common cross-promotion technique used today, a static button or link in one app that goes directly to another app in the app store. Why are static buttons and links ineffective as cross-promotional tools? Simply because they do not give you the three tools you need to effectively crosspromote.
What You Need to Effectively Crosspromote
In order to effectively crosspromote your apps, you need the ability to do three things:
- The ability to change the cross-promotion button in real-time. Being able to change the cross-promotion button in real-time allows you to optimize the button’s call to action and design to maximize downloads. Additionally, this allows you to target your button to your audience. For example, you could have a localized button for users located in different countries. Being able to target your audience will result in even more downloads.
- The ability to track cross-promotion button clicks and whether those clicks resulted in real installs. Being able to track cross-promotion clicks and downloads is critical. Without this ability, you can’t determine how your cross-promotions are performing. Do 5% of your users buy one of your other apps? 10%? 1%? If you do not know how well your cross-promotions are performing, you can’t optimize your buttons or the apps they point to. That means that you’re likely leaving money (and downloads) on the table.
- The ability to change the crosspromoted app on the fly. Being able to change the cross-promoted app on the fly means that you can crosspromote the apps that convert the best on one specific app (i.e. the apps that are downloaded by the highest percentage of your users). This means more downloads and more money for you. Additionally, you’re able to change the crosspromoted app if one of your users downloads another crosspromoted app. Now you’re not wasting impressions telling a user to download an app that they already downloaded.
Getting What You Need to Effectively Crosspromote
The tools that you need to effectively crosspromote are available through different providers. For example, AdMob and AdWhirl, among others, allow you to change the crosspromoted app & cross-promotion button on the fly and track cross-promotion button clicks (but not installs – AdMob reserves download tracking for paid ads through their network). Currently, the only provider that gives you all three tools you need to effectively crosspromote your apps is Burstly – which allows you to use its tools for free and also allows for any button size, so you’re not locked into using a standard ad banner sized button.
Have any other tips on effectively crosspromoting your apps? Is there a specific topic you’d like me to address in my App Marketing Series? Let me and your other fellow developers know!