In the dynamic world of mobile app marketing, achieving sustained success requires a multi-pronged approach. Paid advertising remains a crucial element, but leveraging the power of earned media can amplify your reach and cost-effectively build brand credibility. This article explores the concept of earned media in the context of mobile app marketing, delving into its functionalities, benefits, strategies for cultivation, and best practices for integrating it into your overall mobile app marketing mix.

What is Earned Media?

Earned media, known as earned content, refers to positive publicity and brand mentions gained through unpaid channels. This coverage can encompass various forms such as:

• Positive App Reviews: Enthusiastic user reviews on app stores and review platforms generate organic visibility and social proof, encouraging potential users to download your app.
• Media Mentions: Favorable articles, blog posts, or video features about your app in relevant publications or by influential industry figures raise brand awareness and build credibility.
• Social Media Buzz: Organic user-generated content (UGC) featuring your app, positive discussions on social media platforms and influencer marketing campaigns can significantly amplify your reach and brand engagement.
• Awards and Recognitions: Receiving industry awards or being featured in app store compilations can generate significant positive earned media.

Why is Earned Media Important for Mobile App Marketing?

In a world saturated with marketing messages, earned content offers a distinct advantage:

• Enhanced Credibility: Positive endorsements from independent sources like journalists, app reviewers, and satisfied users hold greater weight with potential users compared to paid advertising.
• Increased Brand Awareness: Earned content coverage exposes your app to a wider audience, potentially driving organic downloads and brand discovery.
• Improved App Store Ranking: Positive user reviews and a strong social media presence can influence app store ranking algorithms, leading to greater app visibility within the app store.
• Boosted User Engagement: Positive earned content can generate excitement and encourage existing users to stay engaged with your app.

Cultivating Earned Media: Strategies for Mobile App Marketers

Building a sustainable stream of earned media requires a proactive approach:

• Develop a Newsworthy App: Ensure your app offers a unique value proposition, solves a user pain point, or delivers a remarkable user experience. Newsworthy features are more likely to attract media attention.
• Prioritize User Experience (UX): Focus on creating a user-friendly, intuitive, and bug-free app. Positive user experiences translate into positive reviews and organic recommendations.
• Engage with Media and Influencers: Build relationships with relevant journalists, bloggers, and social media influencers within your industry. Give them valuable insights and early access to your app, or co-create engaging content featuring your app.
• Encourage User Reviews: Prompt users to leave reviews on app stores and relevant platforms. Respond to both positive and negative reviews in a timely and professional manner.
• Foster User Advocacy: Create opportunities for users to become brand advocates. Run social media contests, offer referral programs, or engage with enthusiastic users to encourage organic promotion of your app.

Beyond the Basics: Advanced Earned Media Strategies

For sophisticated mobile app marketers, consider these advanced techniques:

• Public Relations (PR) Efforts: Proactively pitch your app store to relevant media outlets by developing a comprehensive public relations strategy.
• Social Media Listening and Engagement: Utilize social media listening tools to track brand mentions and actively engage with users in online conversations.
• Community Building: Foster a vibrant community around your app by hosting online forums, creating user groups, or organizing events. A loyal user base becomes a natural source of earned media.
• Cause Marketing Partnerships: Align your app with a social cause and partner with relevant non-profit organizations. This can generate positive publicity and brand association.

In today’s competitive mobile app landscape, earned media is a powerful tool for Mobile App Marketers. You can cultivate consistent positive publicity and organic brand growth by prioritizing app quality, fostering user engagement, and building strategic relationships. Earned media, in combination with other mobile app marketing strategies, creates a synergistic effect, propelling your app towards sustained success.

Here’s a quick recap of the advantages earned media offers:

• Cost-Effectiveness: Earned media leverages organic channels, significantly reducing marketing spend compared to paid advertising.
• Enhanced Credibility: Positive endorsements from independent sources hold greater weight with users, fostering trust and brand loyalty.
• Long-Term Impact: Earned media builds brand reputation over time, creating a sustainable foundation for your mobile app’s success.

Embrace the Power of Earned Media

By integrating a strong earned media strategy into your overall mobile app marketing mix, you unlock the potential to:

• Reach a Wider Audience: Positive media coverage and organic social media buzz expose your app to a broader user base.
• Drive Organic Downloads: Earned media generates excitement and encourages users to download your app organically.
• Build Stronger User Relationships: Positive user experiences and active engagement with your user base foster loyalty and advocacy.