Bonus Blog: Paid to Organic App Strategy Starter Tips

If establishing your baseline for paid or organic ever had such a dominating importance, it would be here within your app strategy. In many cases, that's because companies today don't start with an app, they rather grow into them for retention and translation of their best and at-risk customers into a valuable tool that captures and acts on their interest signals daily. The app is not a guessing game once customers are active and authenticated within it.

That's why as an app marketer, understanding how to save and generate incremental top line growth with a healthy bottom line starts with marketing to your owned and organic channels first. You've captured the lead, now it's time to nurture them.

Here's how we do that:

Organically speaking...

1. Lean into your CRM list and capitalize across the funnel on app touch points. For every email subscriber, there's likely to be a push adopter.

   1. I would love to set up a 1:1 to tell you how we've done it with success in the past.

2. For every desktop site, there is likely a mobile website. For every mobile website user, there is likely an app on their phone, catch my drift?

3. Have a brick and mortar store? How did they find their way to it? I'm guessing a mobile device. How do they redeem coupons in-store and online? I'm guessing you are catching on.

4. Remember tip #5? ASO is your best friend when it comes to an app. Put your best SEO, design, and developer details forward to capitalize on this app catapult.

Non-organically speaking...

1. When we think of bidding on a conversion in our demand generation channels, we are bidding against a value that should in turn drive a positive return on ad spend for our business. Bid on app the same way.

   1. Consider App Install and Engagement campaigns on Facebook, Google, Apple, Pinterest and more.

2. Have an influencer network? Use it!

   1. Need any influencer network? We can help!

3. CTV and OTT are on the rise opportunities to drive app install based on audience segmentation capabilities that aren't always available when you think of your traditional TV buy.

4. Consider display ads across affiliate networks that can help grow a larger audience for your app based on similar interests.

App marketing can be the game changer your business and customers need. Consider how it can elevate your business and drive measurable and sustainable growth in the years to come. Let's talk more!

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