--- name: zzafergok/executing-marketing-campaigns source: https://app.decimal.ai/s/zzafergok-executing-marketing-campaigns@1/SKILL.md source_sha256: f8f4d8bee0fd --- # Executing Marketing Campaigns — Mobile-First This skill helps plan campaigns, develop messaging, manage execution across channels, and measure results — with a primary focus on mobile app marketing. --- ## Quick Navigation - **Campaign Planning** → Section 2: Campaign Development Workflow - **App Store Marketing** → Section 3: ASO and App Store Campaigns - **User Acquisition** → Section 4: Mobile UA Channels - **Lifecycle Messaging** → Section 5: Push & Email Campaigns - **Analytics** → Section 6: Mobile Marketing KPIs - **Brand & Content** → Section 7: Content and Brand Standards --- ## 1. Core Terminology | Term | Definition | | ------------------------- | ------------------------------------------------------------------------------ | | **Campaign** | Coordinated marketing activities with unified messaging around a specific goal | | **ASO** | App Store Optimisation — improving discoverability in app stores | | **UA (User Acquisition)** | Paid and organic strategies to attract new app installs | | **CPI** | Cost Per Install — total spend divided by new installs | | **LTV** | Lifetime Value — total revenue expected from a user over their lifetime | | **CAC** | Customer Acquisition Cost — total marketing spend / new customers | | **D1/D7/D30 Retention** | % of users who return on day 1, 7, or 30 after install | | **Conversion** | A desired action: install, registration, trial start, purchase | | **CTR** | Click-Through Rate — % of impressions resulting in clicks | | **ROAS** | Return On Ad Spend — revenue generated per dollar of ad spend | --- ## 2. Campaign Development Workflow ### Step 1: Define Objectives Every campaign begins with a single business goal: - **User Acquisition**: Grow installs and registrations - **Activation**: Move users from install to first meaningful action - **Retention**: Bring back lapsed users - **Revenue**: Drive trial-to-paid conversion or upsell - **Brand Awareness**: Build presence before a launch ### Step 2: Identify Target Audience - Who are we reaching? (persona, demographics, job-to-be-done) - What are their pain points and motivations? - Where do they discover apps? (search, social, word of mouth, influencers) - What devices and OS versions do they use? ### Step 3: Develop Campaign Strategy - Core message and value proposition - Channel mix (which channels reach this audience best?) - Messaging pillars (3–5 consistent themes) - Competitive differentiation ### Step 4: Create Campaign Assets - Refine messaging for each channel - App Store screenshots, preview video (see Section 3) - Social media creatives - Email sequences - Push notification copy (see Section 5) ### Step 5: Plan Execution - Timeline and launch date - Channel-specific scheduling (coordinate with App Store review windows) - Responsible team members - Budget allocation per channel ### Step 6: Set Up Measurement - Define KPIs and success metrics before launch - Establish UTM parameters for all links - Configure attribution (AppsFlyer, Adjust, Branch) - Plan reporting cadence ### Step 7: Launch & Optimise - Execute across channels - Monitor daily: CPI, install rate, D1 retention - Make real-time adjustments based on performance - Document learnings in a campaign debrief --- ## 3. App Store Marketing ### App Store Optimisation (ASO) ASO is the highest-ROI mobile marketing activity. It is free, sustainable, and compounding. **Title and Subtitle:** - iOS title: 30 characters max. Highest-volume keyword goes here. - iOS subtitle: 30 characters max. Second-priority keyword + value statement. - Google Play title: 30 characters max. - Google Play short description: 80 characters. Acts as the iOS subtitle. **Description Structure:** The first three lines appear before "Read more". ~80% of users never scroll further. ``` Line 1: [Primary value proposition — what problem you solve] Line 2: [Key differentiator — what makes you different] Line 3: [Social proof or call to action] [Rest: Feature bullets, awards, detailed description] ``` **Screenshot Strategy:** Screenshots are the #1 conversion driver on the App Store. ``` Screenshot 1: Primary benefit headline + key UI Screenshot 2: Core feature in action Screenshot 3: Social proof (ratings, user quote, media mention) Screenshot 4–6: Secondary features or use cases ``` **App Preview Video:** - First 3 seconds determine if it's watched (autoplay is muted) - Show core value immediately — do not start with logo animation - Include subtitles/captions for muted viewing - 15–30 seconds optimal length **Keyword Research Tools:** AppFollow, Sensor Tower, data.ai, AppFigures, MobileAction **Strategic targeting:** High volume + low competition + relevant to core user job **Review Management:** - Request reviews at moment of success (completed task, achieved goal, passed level) - Respond to every 1–3 star review within 24–48 hours - Address the specific issue, not a generic apology ### App Store Promotional Campaigns **Product Hunt Launch:** - Requires 50+ upvotes on launch day — build your network before - Schedule for Tuesday–Thursday (highest traffic) - Prepare a short demo GIF, a compelling tagline, and a detailed maker comment - Notify your waitlist, newsletter, and social channels on launch morning **Press and Media:** - Pitch to mobile-focused publications: TechCrunch, The Verge, 9to5Mac, Engadget - Pitch to niche publications aligned with your app's category - Provide a press kit: screenshots, app icon, founder quotes, key metrics --- ## 4. Mobile User Acquisition Channels ### Organic Channels (Start Here) **ASO:** The best long-term UA channel. Zero CPI. Compounds over time. **Content Marketing:** - SEO content targeting keywords your audience searches (not the app — the problem) - The app is presented as the solution, not the topic - Builds authority and backlinks that improve search ranking **Community:** - Reddit (relevant subreddits), Facebook Groups, Discord - Provide value first; introduce app only when credible - Never spam — accounts with history are trusted, new accounts are not **Referral Programme:** - Bilateral incentive (both referrer and referred receive value) - In-app referral link generation + share sheet integration - Track referral attribution properly (Branch or AppsFlyer) **Influencer / Creator Partnerships:** - Identify creators whose audience matches your ICP - Nano-influencers (10K–100K) often have higher engagement than mega-influencers - Provide app access + talking points; let them use their natural voice - Track via unique promo codes or referral links ### Paid Channels (After Organic Foundation) | Channel | Best For | Watch Out For | | ------------------------- | ---------------------------------------- | --------------------------------------------- | | Apple Search Ads | High-intent users already searching | Expensive; requires keyword expertise | | Meta (Facebook/Instagram) | Broad audiences, retargeting, lookalikes | Creative fatigue; refresh ads every 2–3 weeks | | TikTok | Age 18–34, high viral potential | Content production burden; trends move fast | | Google UAC | Cross-platform, automated optimisation | Limited transparency and control | ### UA Benchmarks (Non-Gaming Utility Apps) | Metric | Target | | ------------- | ------ | | CPI | $1–$5 | | D1 Retention | 25–35% | | D7 Retention | 10–15% | | D30 Retention | 5–10% | | LTV:CAC | > 3:1 | ### TestFlight Beta Marketing Beta testing is a marketing activity, not just QA. - Build a beta waitlist with a referral component - Recruit beta users from your target ICP (not just friends and family) - Engage beta users weekly: changelog emails, direct feedback requests - Beta users who feel heard become advocates at launch - Use beta engagement data to refine onboarding before public launch --- ## 5. Lifecycle Messaging (Push & Email) ### Push Notification Campaigns **Principles:** - Value first — the user should benefit from receiving the push - Do not manufacture urgency unless a genuine deadline exists - Respect frequency — over-messaging causes opt-outs - Segment by behaviour, not just demographics **Push Campaign Types:** | Type | Trigger | Goal | | -------------------- | ------------------------ | ----------------------- | | Onboarding push | Day 1, 3, 7 post-install | Drive first key action | | Re-engagement | User inactive 7+ days | Return to app | | Feature announcement | New feature shipped | Drive adoption | | Transactional | User-initiated action | Confirm, update, notify | | Win-back | User inactive 30+ days | Recover churned user | **Copy Formula:** ``` [Value First]: [Specific Benefit] → "Your weekly report is ready." → "3 tasks due today — you've got this." → "New feature: Now offline on iPhone." ``` **Never:** ``` → "We miss you! 🥺 Come back!" → "Important notification!" → "Check out our new update!" ``` ### Email Campaigns for Mobile Apps **Onboarding sequence (Days 1, 3, 7, 14):** - Day 1: Welcome + one action to take right now - Day 3: Tip to get more value from core feature - Day 7: Social proof + "here's what others are doing" - Day 14: Trial expiry reminder (if applicable) or check-in **Re-engagement email:** - Subject: Something changed since you left - Content: New feature, improvement, or achievement waiting for them - CTA: Single, clear, deep-linked button **Trial-to-paid email:** - 7 days before expiry: Remind of value received - 3 days before expiry: Offer annual plan discount - Day of expiry: Clear CTA to upgrade or extend --- ## 6. Mobile Marketing KPIs ### Core Dashboard | Metric | Definition | Target | | ---------------------------- | ---------------------------------- | ----------------------------- | | **Installs** | New app installs per period | Track week-over-week growth | | **CPI** | Spend / Installs | < $5 (utility), < $2 (gaming) | | **D1 Retention** | % returning day after install | > 30% | | **D7 Retention** | % returning 7 days after install | > 12% | | **D30 Retention** | % returning 30 days after install | > 6% | | **Trial Conversion** | % of trials converting to paid | > 15% | | **MRR** | Monthly Recurring Revenue | Track absolute + growth % | | **LTV** | Avg revenue per user over lifetime | > 3× CAC | | **ROAS** | Revenue / Ad Spend | > 3× (minimum break-even) | | **ASO Impression → Install** | Conversion on App Store listing | > 5% (search) | ### Attribution Setup Every marketing link must have: - UTM parameters: `utm_source`, `utm_medium`, `utm_campaign` - Deep link to relevant in-app destination (not just the App Store) - Attribution window defined (typically 7–30 days for mobile) ### Reporting Cadence - **Daily:** CPI, installs, crash-free rate, D1 retention - **Weekly:** Channel performance, ASO keyword ranking changes - **Monthly:** LTV cohort analysis, CAC by channel, MRR growth --- ## 7. Content and Brand Standards ### Messaging Hierarchy Every campaign message should pass this test: 1. **Relevant**: Does it speak to the target user's actual problem? 2. **Specific**: Does it include a concrete number or outcome? 3. **Credible**: Is it backed by data, social proof, or user quotes? 4. **Clear**: Can it be understood in under 3 seconds? ### Channel-Specific Tone | Channel | Tone | Example | | --------------------- | ------------------------------------ | --------------------------------------------------- | | App Store description | Clear, benefit-focused, professional | "Manage all your tasks in one place." | | Push notification | Direct, immediate, value-first | "Your report is ready." | | Social media | Conversational, human, relatable | "We just shipped something you've been asking for." | | Email | Personal, detailed, informative | Use first name, specific recommendations | | Paid ads | Hook-first, problem-aware | Lead with the pain point, not the feature | ### Creative Refresh Schedule - Paid social creatives: Refresh every 2–3 weeks (creative fatigue is real) - App Store screenshots: Review quarterly or after major UI changes - Push notification templates: Review monthly; A/B test subject lines - Email sequences: Review after 6 months or when open rates drop > 20% --- ## Decision Framework: Channel Selection | Situation | Recommended Channel | | ---------------------------------------- | ----------------------------------- | | High urgency + existing audience | Email, push notification | | Long sales cycle + professional audience | LinkedIn, content marketing | | Quick feedback needed | Paid social A/B test | | Build thought leadership | Blog, podcast, webinar | | Direct user outreach | Email sequences, in-app messaging | | App discoverability | ASO (always), Apple Search Ads | | Community-driven growth | Reddit, Discord, referral programme | --- ## Common Pitfalls | Problem | Solution | | ------------------------------- | ------------------------------------------------------------------ | | High CPI, low retention | The UA is fine; onboarding is broken. Fix day-1 experience first. | | Low App Store conversion | Update screenshots. Test new headline. Add social proof. | | Push opt-out rate rising | Reduce frequency. Improve targeting. Lead with value, not urgency. | | Can't isolate campaign impact | Use UTM parameters + dedicated landing pages + attribution SDK | | Budget wasted on wrong channels | Run paid tests on multiple channels before committing budget | | Seasonal drop in downloads | Plan content calendar around app category seasonality |