If you want a clean cut, you need a sharp knife, and to get a sharp knife, you must sharpen it. By the same logic, if you want growth for your mobile app, you need a capable marketing team, and to get that, you must train the marketing team you already have.
This is why you should invest in mobile marketing corporate training for your marketing team. Whatever your marketing team members learn, they will apply to grow your app. Ultimately, it’s you who will reap the benefits.
But, isn’t it a waste if the employee you spent money training just ups and leaves your organization or, worse, ends up working for your rival company? It is.
However, companies with employee training benefits are more likely to retain their employees. According to a Society for Human Resource Management (SHRM) survey, 76% of the respondents reported they’re more likely to stay if a company offers continuous training.
So, to be clear, training will “sharpen” your marketing staff, making them more effective at their jobs. It also boosts employee retention rates, easing worries about training another company’s future employees.
At this point, you may be ready to start looking around for a suitable mobile app marketing training course. If so, remember these two guidelines.
First, remember to get a course from a training team with a clear track record and demonstrable expertise in mobile app marketing. You want a marketing academy run by people whose knowledge goes beyond theories because they have actually applied and tested these frameworks and, more importantly, have been able to deliver positive results.
This should be easy enough to ascertain with due diligence. For instance, you can ask your training course provider to tell you about their past clients, projects, and big wins.
Second, you must get a course that will teach your marketing team everything it needs to know to grow your business. Specifically, it must cover the following essential topics.
1.   User Acquisition
User acquisition (UA) refers to growing an app’s user base by gaining new users. You measure it by counting the number of app installs.
User acquisition is crucial to business growth because you need users to monetize. You need even more users to demonstrate your app’s viability to potential investors.
With user acquisition training, your marketing team will learn how to identify your app’s target market, conduct market research, and develop user personas.
A good chunk of a user acquisition course should be devoted to user acquisition strategies — i.e., methods you can use to gain new users. These strategies include:
- Social Media Marketing
- Advertising (Social Media, Google, Mobile Networks)
- Referral and Word-of-Mouth Marketing
2.   App Store Optimization
Technically, app store optimization (ASO) is a user-acquisition strategy. However, it requires special treatment.
Other acquisition strategies are general approaches modified or adjusted to fit the mobile app context. Such strategies include social media marketing, advertising campaigns, and referral and word-of-mouth marketing strategies.
Meanwhile, app store optimization is specific only to mobile apps. App stores are app marketplaces where people go to download apps (e.g., the Apple App Store and Google Play Store).
App store optimization is to mobile apps what search engine optimization is to websites. To wit, it is optimizing a mobile app listing so your app can rank well (and thus become easier to find) in app store search engine results.
For instance, if somebody on Google Play Store is searching for a photo editing app, he is likely to type “photo editor” or something similar into the app store search bar. This will yield a list of photo-editing apps.
The hundreds of apps on the results page are ranked according to the app store’s ranking algorithm. If you have a photo editing app, you want to optimize your app listing to ensure it is one of the top search results for relevant search terms.
This is the role of app store optimization – to give you more visibility in app store search results.
An excellent app marketing training course will teach your team ASO, including researching your keywords and using them to optimize the individual components of your app listing so you will get more visibility in app store search results.
Likewise, a marketing training course should teach your team how to increase click-throughs from your app listing on search results and then induce downloads. It is not enough that you are visible in search listings. Your app listing must be attractive enough to make people click through to your app page, and your copy must be persuasive to induce people to install your app.
3.   User Retention and Loyalty
A good app marketing training course doesn’t only focus on user acquisition but also user retention.
According to an article on the Harvard Business Review website (citing Bain & Company’s Frederic Reichheld), increasing customer retention by a mere 5% can yield a 25-95% increase in profits.
Think of it this way. If you have a profit of $100,000 from a 30% retention rate, attaining a 35% retention rate in the next cycle may increase your profit by at least $25,000, for a total profit of $125,000.
A good marketing training course will cover app retention strategies. Such strategies include:
- Implementing a thoughtful onboarding process
- Providing personalized experiences
- Improving user experience
- Utilizing push and in-app notifications
- Offering rewards and other incentives to loyal users
- Actively seeking user feedback
- Building a user community around your app
4.   Key Performance Indicators and Analytics
A marketing course must teach your team how to gauge and measure app marketing performance. It should equip your team with techniques to measure key performance indicators like user acquisition, user retention, and user attrition rates, among others.
Through analytics, your marketing staff can gain valuable marketing insights. For instance, they will realize which marketing channels are most effective in generating app installs, which types of users are more likely to remain loyal, and how much returns you’re getting from your marketing spend.
Your team must also learn how to interpret analytics data and use this information to make data-driven marketing decisions like market budget allocation and implementing reward programs.
Train Your Marketing Team
Training your mobile app marketing team will help you grow your business. However, before signing up for a corporate training course at a mobile marketing academy, check out the course syllabus and ensure it has all these necessary components: user acquisition, app store optimization, user retention, and marketing analytics.
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