Along with the insights focused on how you approach your marketing channels, there are a number of key concepts and recommendations that impact more than just a single channel. See below for these best practices, as well as a number of marketing examples to help you get inspired to market your app and build and engage your target audience.
Depending on your strategy and target audience, there are many ways to leverage each channel to engage, inform, support, and convert your audience. Here are a few recommendations to keep in mind as you approach each of your marketing channels.
As you consider each of the channels below, remember that it’s best to maximize the opportunity of a few channels with high quality content and messaging as opposed to using every channel available. Focus is important for those with minimal budget and time in the day. Your ability to focus will help your marketing budget go farther and maximize the value of the data you generate as you work to better understand your audience.
Don’t wait until launch to start thinking about how you can establish, grow, and engage your audience. Document how you will market to your audience and develop your community during every milestone of your product; during development, when pre-orders go live, at launch, and consistently after launch.
Are you trying to sell more units of your app? Elevate social engagement? Increase sales of your DLC? As you think through your next marketing approach, be sure to recognize which of the following aligns with your goal:
Acquisition: Acquire new users, sell new copies of your app, etc.
Retention: Keep your existing audience engaged, sell additional features/DLCs to this existing audience, etc.
We now live in a world where you can gather, analyze, and report on the success (or challenges) of your marketing efforts. Always keep this data in mind as you create your next strategy, or when you’re asked, “Was X successful and why?”
This might sound like we’re talking about forums, and Discord servers (and we are) but this mindset should be spread across every channel you manage. Whether you’re responding to comments on your Twitter feed, collecting relevant content to share in a newsletter, or planning a video-based community event, always engage with your audience in a way that shows your genuinely passionate about the community and the themes/concepts that make up the foundation of your app.
One way to stay authentic is to show that you are aware of the latest updates and news in, or outside of, your community. You never know when something might happen around the world that gives you the perfect opportunity to provide relevant, potentially entertaining commentary.
Did you just release a new gameplay trailer? Great, but don’t stop at YouTube. Do you have a series of tips to share about your app? Don’t stop at a single blog post. The idea of scaled or derivative content, is to take a piece of value (content) and share it in different lengths, formats and across any and/or all of your channels.
As you look to scale your content, remember that this does not refer to simply taking a single piece of content and linking it within all of your channels. Sharing a 30 minute video on Twitter is not historically impactful, neither is sharing a massively in depth developer blog post word for word on Facebook. Consider what makes a channel unique, its limitations, and your audience to ensure that you share the right content, at the right time, within the right channel.
It should come as no surprise that the test and learn mentality is essential to successful marketing. While it does require time and resources to produce, publish, and analyze the results for each effort, in the longer term these learnings can lead to more effective marketing and potentially increased sales.
Remember that even when a tactic does not succeed, you will gain some insight about your audience or the channel to inform your next attempt. See below for a few elements you might want to test on your social channel, email, website, or product details page (PDP):
Along with each of the insights provided throughout this guide, be sure to research any and all of these concepts further. The internet has a wealth of free resources covering all of these concepts and channels.
If the above hasn’t really connected, and you’ve been unable to answer your questions via the web, it never hurts to reach out to a fellow VR developer, or even better, a VR marketer, to get their take on how to approach VR marketing. The Oculus Developer Forum can be a good place to start.
With the insights provided throughout this guide, you should be ready to build your marketing strategy to inform, engage, and convert your audience. To help you transition from strategy to execution we’ve put together the following set of marketing examples to get your started.
Unique content sharing
Further opportunities to market, promote, and analyze your app
If you’re looking for more insights to help drive your marketing efforts, be sure to check out the following resources for case studies, considerations, tips, and more best practices: