Before dipping into the marketing budget to start promoting your newly launched or redesigned mobile commerce apps, there are a number of opportunities that retailers can seize by leveraging their social media presence.
What better platform to spread your message than your social networks? These networks are a no-brainer for mobile app marketing. On social media platforms, you've already fostered a meaningful relationship with audience of self-selecting brand fans who want to receive your news.
1. Launch Announcement
Announce the launch of your app to your social followers by including a link to download the app on your Facebook, Twitter, LinkedIn, & Google+ pages.
Host social contests by encouraging people to tweet and share content on their social networks promoting your app. Reward them by selecting a random person each week to win a Promo Code.
Sephora is an example of a retailer who has hosted successful social contests. With 6 million likes on its Facebook page, Sephora celebrated its 15-year anniversary with a ‘Sweet 15 Sweepstakes’. Customers had the opportunity to win a 5-day, all-inclusive trip to Costa Rica just by filling out an entry form on its Facebook page.
3. Pinterest for Retail
Pinterest is perhaps the most effective platform for retail marketing. In addition to posting new products and styles, use screen shots of your mobile app to populate your boards. Don’t forget to scour hashtags and pins to engage with your satisfied customers and brand evangelists.
Vine is another powerful outlet for promoting your mobile app. Millenials, in particular, prefer consuming video over any other form of content. Pair 6-second videos with top trending hashtags related to your app’s content for a series of Vines that customers will find informative and useful.
You might also consider creating a Product Video showcasing your brand’s personality. Dollar Shave Club did just that with its now-viral video featuring a sword, a life-sized teddy bear and fast-talking wise guy who literally talks you out of buying those “vibrating razors that include a flashlight.” The video has received over 18 million views on YouTube.
5. Hashtag Campaigns
Hastag campaigns are a more guerilla style to approaching social media marketing. A great example is Taco Bell’s #onlyinthapp campaign where they blacked out their Twitter, Facebook, Instagram, Tumblr and YouTube accounts prompting fans to download the app directly, using the hashtag #onlyintheapp.
Another example of an effective hashtag campaign is Snickers’ recent addition to its “You’re Not You When You Are Hungry” campaign, which evolved into a more creative interactive campaign “Who Are You When You're Hungry?” Consumers were invited to share their hungry alter egos. The brand shifted from consumption to creation by turning the initial campaign over to the customers to share their “hangry” stories in the form of an uploaded photo or video as well as a mobile optimized campaign meme generator, snickersmeme.com, utilizing the hashtag #EatASNICKERS.
For more tips on marketing your mobile commerce app, download GPShopper's eBook: A Retailer's Guide to Marketing Your Mobile App.