Marketing on Facebook isn’t just effective; it’s also affordable compared to other marketing channels. So, if you’re not tapping into this goldmine of opportunity, you’re missing out on a chance to connect with your potential app users where they’re already spending their time. Buckle up! We’re about to show you a comprehensive Facebook app marketing strategy designed specifically for beginners like you.
Table of contents
A Complete Facebook App Marketing Strategy
Below, we’ve outlined the 7 ultimate steps of an established Facebook Marketing Strategy for app developers. You can customize it as per your business’s goals but not to skip any of them.
Choose the audience
The first and foremost step of a Facebook app marketing strategy, is to select the right audience. If you do it right, it can significantly impact the success of your campaign.
- Lookalike audience
If you’re new to audience targeting, consider using the lookalike audience option. This feature identifies users who share similar characteristics with your existing high-value purchasers.
- Location/region
Use Facebook’s targeting options to select the target cities, state, country, or specific addresses where you want to reach your audience. You can also target users based on their travel behavior, residency status, or recent relocation.
- Mobile platform
Determine whether your app is available on iOS or Android platforms, as this will influence your target audience. You can also specify the minimum operating system required to run your app and ensure you reach users with compatible devices.
- Data/Wi-Fi
Choose whether to display your ads to users connected to Wi-Fi networks only or to all users, depending on your app’s size and the data requirements for downloading. This helps optimize your ad delivery based on user connectivity preferences.
- Demographics
Narrow down your audience based on demographic factors such as language preferences, gender, and age.
- Interest targeting
Identify potential customers based on their interests and preferences. For example, you can target users interested in ‘food and drinks’ and further refine the audience to those interested in ‘Italian cuisine.’
- Behavior targeting
Target users based on their online behavior and activities on digital mobile devices. You can segment users by expat status, digital activities, travel behavior, and more to reach specific audience segments.
Create in-app events
Within the Event Manager, you’ll see two main types of events: custom and standard. While custom events tailored specifically to your app may be strong, note that these won’t optimize your ad campaigns effectively.
Instead, focus on standard events.
Standard events offer a range of predefined actions that users can take within your app, such as app installs, registrations, or purchases.
While they may not perfectly align with every aspect of your app’s functionality, selecting the closest standard event ensures compatibility with Facebook’s ad optimization tools.
Remember, the goal here is to accurately track user interactions and behaviors within your app, providing valuable insights for refining your marketing efforts. So, even if a standard event doesn’t perfectly match your app’s features, choose the option that closely aligns with your objectives and user actions.
Collect organic data
Facebook’s algorithm requires time to analyze and understand how users interact with your app organically. When allowing this process to unfold naturally, you provide the algorithm with valuable insights into user behavior and engagement patterns.
The organic data collected during this initial phase serves as a basis for optimizing your app promotion efforts.
It’s recommended to wait approximately two weeks before launching your first paid campaign. This timeframe allows sufficient time for Facebook to gather meaningful data and insights about your app’s performance within its ecosystem.
Run Facebook Ads for your app
Ads are an indispensable part of a basic marketing a marketing strategy planning approach Facebook. When it comes to running Facebook ads for your app, compelling and authentic creative is key.
- First, you’ll need to to seize a good understanding of the Facebook organic marketing strategy.
- Add visuals of mobile devices in your ads to resonate with your target audience and highlight the app’s mobile functionality.
Use images or videos to visually demonstrate how your app works in real-life scenarios. Show users engaging with your app, such as playing music at a party or using its features during daily tasks.
Place a clear and convincing call-to-action button to prompt users to take action, like ‘Download Now,’ ‘Play Now,’ ‘Watch Video,’ or ‘Purchase Now.’ Experiment with both video and image ads to gauge which format resonates better with your target audience.
- Showcase the value proposition of your app through compelling statistics or numbers. Whether it’s the vast library of songs in a music app or the time-saving features of a utility app, emphasize what sets your app apart.
- Set your budget and bidding strategy according to your campaign objectives. Choose between daily or lifetime budgets and select bidding options like CPC or CPI based on your goals.
- Determine where your ads will appear on Facebook’s platform, including options like Audience Network, Facebook Reel, Facebook Feed, or Instagram.
- Schedule your ads to run at specific times or days to maximize their impact.
Remarket to those having already downloaded your app
Facebook remarketing is to encourage users to interact with your app in specific ways, such as making a purchase or revisiting the app to explore new features.
In Facebook Ads Manager, select the traffic, engagement, leads, or sales objectives, and choose ‘App’ as the conversion location. Target users who have already installed your app by selecting the ‘install state’ option in the audience settings.
Additionally, you can create custom audiences based on specific user actions within your app.
Before running mobile app engagement ads, ensure your app is registered on the Facebook for Developers site and integrated with the Facebook SDK.
Set up app events to track user interactions and optimize ad performance accurately. This step is crucial for ensuring that your ads reach the right audience and achieve your desired objectives.
Identify key stages in the customer lifecycle where users may require re-engagement. For example, if a user has been inactive for 45 days, consider running a re-engagement campaign to encourage them to return to the app.
Use Facebook Analytics to gain insights into user behavior and optimize your targeting and messaging strategies accordingly.
A/B test your campaign
A/B testing, also known as split testing, allows you to compare different versions of your ads to determine which one resonates most effectively with your target audience.
Start by identifying the key elements of your ad campaign that you want to test. This could include different ad copy, headlines, ad creatives, call-to-action buttons, ad placements, or audience targeting.
Develop multiple versions of your ad campaign, each with a single variable variation. For example, you might create two versions of your ad with different images or headlines. Ensure that each variant is distinct enough to produce meaningful differences in performance.
Run all variants simultaneously to ensure accurate results to launch your A/B test. Facebook’s ad platform allows you to set up A/B tests easily and compare performance metrics, such as click-through rates, conversion rates, and cost-per-acquisition for each variant.
Once your A/B test is complete, analyze the results to determine the most effective ad variants. Identify any patterns or trends in the data and draw conclusions about which elements contributed to the success or failure of each variant.
Collect feedback & Make improvements
Did you provide users with easy ways to report bugs, issues, or any challenges they encounter while using your app?
Take advantage of in-app feedback tools that allow users to submit feedback directly within the app. Also, leverage your app’s Facebook page to create surveys, polls, or posts where users can share their thoughts and suggestions.
Keep a close eye on social media channels, including your app’s Facebook page, for any comments, mentions, or reviews from users.
Respond promptly to inquiries, complaints, or feedback posted publicly, demonstrating your commitment to addressing user concerns and improving the app experience.
After that, use the feedback gathered to make informed decisions about app improvements and updates. Communicate these updates transparently with users to show that their feedback is valued and acted upon.
Why Promote Your App On Facebook?
- Wide user base: With billions of active users worldwide, Facebook provides unparalleled access to a diverse and expansive audience.
- Cost control: With Facebook app marketing, you have full control over your budget and bidding strategy. This allows you to manage your advertising costs effectively and optimize your campaigns for maximum ROI.
- Conversion tracking: Facebook provides robust tools for tracking in-app events, enabling you to measure the real impact of your marketing efforts. By analyzing user behavior and tracking key metrics, you can gain valuable insights into the effectiveness of your campaigns.
- Precise targeting: Facebook’s advanced targeting options allow you to pinpoint and reach users who are most likely to be interested in your app. By leveraging demographic, interest-based, and behavioral targeting, you can optimize your campaigns for higher conversion rates.
Conclusion
Follow the Facebook app marketing strategy outlined in this guide and remain agile in response to user feedback and market trends, app developers can navigate the complexities of Facebook app marketing with confidence and achieve their desired outcomes.
Remember, success in app marketing on Facebook is not just about launching campaigns, but about iterating, learning, and evolving to meet the ever-changing demands of the digital world. And SpeedX Agency is always ready for support you at this point.
