Apps are awesome, offering quicker transactions and better branding at the touch of a button. Even so, while apps are fantastic, you have to get people to download them first. A first or even fiftieth purchase is no guarantee a customer will add your app, so how do you encourage folks to take action? Here are a few tips on how PPC and paid social get new customers to add your app.
Channels and Funnels
Digital marketing is an omni-channel endeavor. You can’t rely on a single platform to promote your brand. The same goes for inspiring people to download apps. Let people know how an app benefits them through channels like Facebook and Google ads and social media. Yet, some channels are better than others for reaching certain customers.
Apps are ideal for businesses with a plethora of products that attract strong, lifetime-value customers. The quickest return is usually from the loyal user seeking to make an immediate purchase. Even so, customers can be encouraged to download your app at every level of the marketing or conversion funnel. If you’re unfamiliar with the term, imagine a series of steps a customer takes in deciding whether to buy. Traditionally, they go from the top of the funnel, awareness of the product, followed by a process of consideration, before finally making a purchase. Guide your customers on that journey.
Raising Awareness
Paid social is your first stop. The top of the funnel is the coldest customer base–people who have never heard of you. Social media provides opportunities to introduce yourself and your app. Use Facebook, YouTube, and other social media platforms to drop subtle, and not-so-subtle, hints about you, your products and services, and the ease of downloading and employing your app.
PPC Ads Keep Them Engaged
E-Commerce PPC (pay per click) search ads are offered through search engines like Google and social media sites. Use these to promote your app because the user/clicker has already expressed interest in your products or brand. When users click your ads, add a promotional message encouraging them to download your app and receive a new or first-customer discount. This eases their decision to download. You can also prospect users with PPC, delivering Display Ads to specific audiences: users who regularly buy from you, for example, or who have the same qualities as users who previously visited your site. Finally, add sitelinks labeled “Download Our App” to search ads, taking a user straight to a landing page where they can learn more.
Keep Trying
Even if they don’t download your app at the point of purchase, paid social, PPC, and email marketing can take over and repeat the message. If they enjoyed their shopping experience, they’re more likely to download. Help them remember through creative advertising. Reinforcing your message keeps customers moving through the funnel, increasing their lifetime value. And customers who use your app are likely to buy more in the long run.
Closing Thoughts
Those are a few ways how PPC and paid social get new customers to add your app. Improving your marketing strategies increases your lifetime funnel customers, leading to more app downloads and creating stronger brand awareness. If you’d like to up your digital advertising game, contact an e-commerce pay per click agency like Logical Position. Logical Position can help with e-commerce PPC services, social media, and other strategies to promote your app, brand, and more.
