Facebook App Marketing: Organic and Paid Strategies to Reach Your Ideal Customers

By David 'DJ' Oragui / 13 March 2018

Discover how to use a mix of organic and paid strategies to drive targeted leads and sales from Facebook to your mobile app.

Most people don’t think of Facebook as a viable platform for organic lead generation.

Reports show the decline in engagement for organic Facebook posts, so wouldn’t you be better off spending hundreds of dollars on a Facebook ad campaign and omitting organic reach altogether?

Not necessarily.

With a well-thought-out plan, you can reach your customers organically and drive targeted leads to your mobile app.

In this article, you will learn how to use a mixture of organic and paid strategies to generate leads and increase retention rates for your mobile app.

We will cover:

  • How to identify blog posts that generate the most leads for your mobile app and repurpose them on Facebook.
  • Why you should post landing pages for offers directly to Facebook.
  • How to use feedback posts to drive targeted traffic to your mobile app.
  • How to increase in-app upgrades with a Facebook Custom Audience campaign.

Step 1: Post Your Top Performing Content

Rather than posting all your content assets to Facebook, post the content that generates the most leads for your mobile app at every stage of the funnel.

Why are these posts most likely to do well on Facebook?

Because the title, description, and anchor text are already performing well on your website.

After all, it’s the title and meta-description that entices someone to visit your website, while the anchor text you use on the page determines whether they join your email list or download your app.

Since your SEO titles and meta-descriptions are responsible for driving traffic from Google search queries to your website, there’s a good chance that those same titles, descriptions, and anchors will perform well on Facebook too.

Here’s an example of how HubSpot – a suite of powerful marketing software uses its top performing content to increase organic reach on Facebook.

example of Facebook CTA

The meta description begins with a verb, “Get inspired…” This copy tactic  came to the HubSpot team, when their social media managers reported that posting blog posts on Facebook with CTAs in the introduction generates more leads.

Step 2: Post Your Mobile App’s Main Landing Page Directly on Facebook

Now it’s time to complement your posts by distributing your core landing pages directly on your Facebook page.

There are 3 clever ways to increase app downloads and mobile conversions from your landing pages:

  • Use Facebook mobile lead ads
  • Pin landing page for your mobile app to your Facebook timeline
  • Track clicks from Facebook to your landing pages with UTM parameters

Use Facebook Mobile Lead Ads

Mobile lead ads increase mobile conversions because prospects’ information is automatically filled in.

example of facebook mobile lead ads

By reducing the number of steps, clicks, and keystrokes a user has to make, conversions increase.

Remember to export your leads by downloading them as a CSV file from your Facebook Ad Manager account.

Pin Your Landing Page on Your Facebook Timeline

Pin the main landing page for your mobile app to the top of your Facebook page. This step allows you to dictate what new Facebook fans see.

Take a look at how marketing software company Autopilot uses pinned posts to raise awareness about new product updates and features.

Facebook post pinned to timeline

The example above highlights a new feature Autopilot introduced: Google AdWords Customer Match Audience integration.

Since Facebook allows you to pin any type of content to your timeline, consider pinning a video that shows how your mobile app works.

As Facebook’s new algorithm favors posts with high social interaction (comments), posting and pinning an educational or instructional video on your timeline is more likely to get organic reach, exposing your mobile app to more people.

Track Clicks With UTM Parameters

Add UTM parameters to your landing page links, so you can track and identify which Facebook posts performed best.

Use Google’s Campaign URL builder to generate a trackable link.

The tool makes it easy to create a link that looks like this: https://themanifest.com/?utm_source=facebook&utm_medium=social&utm_campaign=mobile-app-marketing-guide

When you check traffic in Google Analytics, the Source/Medium will show the unique code you created.

Step 3: Drive Targeted Traffic and Leads by Asking for Feedback

Get your audience involved in the app development process by asking them for feedback on new features, tools, and products you’re working on.

This user feedback achieves 4 goals:

  • Makes your existing customers and audience feel valued
  • Gives you another excuse to link to your mobile app’s landing page (increasing app downloads)
  • Receive constructive feedback on your mobile app
  • Attract attention from people who’ve never heard of you

For example, you could increase mobile app downloads by asking your audience to provide feedback as they beta test a new feature.

You’d be surprised at how people respond to exclusivity – even if the beta version of your app is not ready for market.

Monitor and Respond to Negative Feedback

Using this strategy may invite your mobile app to negative feedback or worse, trolls who work for competitors who want to harm your brand’s reputation.

However, don’t let this deter you from using this powerful strategy.

Negative feedback isn’t exclusive to Facebook, but you must know how to deal with it as a mobile app developer and business owner.

Have someone from your team spend a few minutes each day on Facebook to reply to everyone, and consider investing in brand reputation management software to track mentions of your brand online.

While not native to Facebook, here’s how Keyword Hero, a keyword discovery app responded to a comment I made about their app being similar to Google Search Console.

comment on Facebook post for app Keyword Hero

By asking your customers for feedback about your product on a public platform like Facebook, you open the floodgates for others to join the conversation, resulting in higher brand visibility and exposure.

Additional Reading: How to Use Quora for Mobile App Marketing

Step 4: Get Existing Customers to Upgrade With a Facebook Ad Campaign

Research suggests that people who buy from you before are more likely to buy from you again – assuming their first experience was positive.

With a Facebook Custom Audiences campaign, you’ll be able to move existing customers from activation to retention much easier as they already know your product and want to learn how it can help them do their work better.

Facebook Custom Audience campaigns work by uploading a list of your existing customers into Facebook Ad manager.

Then, you create an ad that targets these individuals, encouraging them to sign-up for a higher plan.

How to Set Up a Facebook Custom Audiences Campaign

1. Within the Facebook Ad Manager click the “Create a Custom Audience” button.

create custom audience in Facebook

2. Next, select “customer file” from the list of custom audience options.

select "customer file" to create a Facebook Custom Audience

3. Select the “add customers from your own file or copy and paste data” option.

4. Upload a CSV file containing a list of your mobile app’s existing customers

5. Map your customer data to its relevant data identifier.

map customer data in Facebook Custom Audiences

Facebook Worth the Effort for App Marketing

To have a truly successful mobile app, sometimes you must go against industry best practices.

The best advice I always follow in marketing and business is “never make assumptions” – about your staff, product, and especially your customers.

They say organic reach on Facebook is dead.

Yet, we’ve proven it’s alive and well - if you do it right.

Lead capture icon


Based on your budget, timeline, and specifications we can help you build a shortlist of companies that perfectly matches your project needs. Get a free shortlist of best-fit companies from a Manifest Analyst.