The Content-Savvy Marketer
Marketing Strategy for Kidmedics
Kidmedics is an app that seamlessly integrates with multiple functions to help its target audience solve parenting problems even before the baby is born until they are almost walking and running!
Problem Areas
Awareness
The brand lacked organic traffic and it was not a go-to parenting advice application. The TA is not aware of the benefits and use cases.
Trust
Parenting cannot be learned through applications. Talking to friends and family is a preferred option for many
High Uninstall Rate
Upon installing, the brand was unable to retain users and keep them engaged,
Goals
Paid Channels
Facebook Ads
​Utilization of extensive targeting can help Kidmedics to reach their desired audience base to drive traffic, app downloads and engagement.
Quora Ads
Pregnant women tend to search for answers on platforms like Quora. Kidmedics can run ads answering common questions and add a plug in the end to drive app downloads.
Owned Channels
Youtube
Kidmedics can leverage its YouTube channel to create and share informative and engaging video content related to pregnancy, childbirth, and parenting. They can also drive app downloads by incentivising exclusive member-only content.
Instagram proves to be an excellent tool to boost engagement. Kidmedics can create visually appealing content on stories and reels, survey their audience through polls and AMA’s, and collaborate with celebrities and influencers (new moms/pregnant moms) to increase their recall value.
Earned Channels
Sharechat
Kidmedics can partner with influencers who resonate with Sharechat's user base and potentially capitalise as it is not as saturated as other channels.
Kidmedics can perform social listening to analyse their audience base on Reddit. They can engage them by hosting ‘Ask us Anything’ events where people could directly interact with the brand. This potentially increases trust, engagement and create wider visibility for the brand
Ad formats for paid channels
Facebook Carousel Ads
Create a carousel ad showcasing different features and benefits of the Kidmedics app. Include a strong call-to-action (CTA) button like "Download Now" or "Get Started" to drive users to the app store for immediate download.
Instagram Story Ads
Each story ad highlights how the Kidmedics app can support parents throughout moments, like first ultrasound, baby’s first steps etc. Highlight benefits like personalized advice, health insights, and community connections.
Utilize interactive elements like polls, quizzes, or swipe-up links to engage users and encourage them to explore the app further or download it directly from the app store.
Snapchat Ads
Series of Snap Ads featuring quick and helpful parenting tips, presented in a fun and engaging format that resonates with Snapchat's audience.
Each Snap Ad includes an app install attachment, allowing users to swipe up directly from the ad to download the Kidmedics app from the app store.(End with a testimonial)
Quora Ads
Create text ads targeting users asking questions about pregnancy, childbirth, and parenting on Quora, positioning Kidmedics as a trusted resource for expert advice and support. Include a clear call-to-action (CTA) prompting users to download the Kidmedics app directly for more personalised advice.
Budget Allocation
Engagement
(20% - 30%)
​Engagement activities are essential for building relationships with users, fostering trust, and encouraging interaction with Kidmedics' brand and app. Allocating budget to engagement activities allows Kidmedics to create meaningful connections with users, provide valuable information and support, and encourage them to actively participate in the community.
Awareness
(40% - 50%)
Since Kidmedics is aiming to increase app downloads, creating awareness among its target audience is crucial to attract new users to the app. Allocating a significant portion of the budget to creating awareness allows Kidmedics to reach a wider audience, introduce them to the app, and generate interest among potential users who may not be familiar with the brand or its offerings Celebrities who have recently giving birth or who are pregnant can be utilised to promote the brand and boost visibility.
Conversions
(20% - 25%)
By allocating budget to retargeting campaigns, Kidmedics can effectively nurture leads, remind them of the value proposition of the app, and encourage them to take the next step towards conversion.
Key Performing Indicators (KPI's)
Tips to reduce uninstall rate
​Rewards Program:
​Incorporate challenges, milestones, and achievements that users can unlock as they interact with the app. Offer rewards such as discounts, exclusive content, or virtual badges to users who demonstrate consistent engagement and participation.
Feedback Loop
Establish a feedback loop within the app to collect user feedback, suggestions, and complaints regularly. Encourage users to share their thoughts and experiences openly, and demonstrate commitment to addressing their concerns. Implement user-requested features and enhancements to show users that their feedback is valued and acted upon.
Personalised Onboarding
Implement a personalized onboarding process within the app to guide new users through its features and functionalities based on their specific needs and preferences. Utilize user data and behaviour analysis to tailor the onboarding journey, ensuring users understand the value proposition of the app. Assign an executive who will interact with them as soon as they are on boarded who would make the user comfortable and better explain how the app is not just a go-to for Q/A, but a supportive community of new parents who are exploring parenthood.