There’s a good reason the ever-profound saying, “There’s an app for that,” gained popularity. A jaw-dropping 89% of consumer media time is spent within mobile apps. From social networks, emails, and news to entertainment, games or other handy applications, if you are building a mobile app, there’s a viable market just waiting for you.
Success doesn’t come so easy though. One of the biggest mistakes many encounter when building a mobile app is waiting to think about how to promote until after launch. Your marketing strategy can be the crucial difference between an epic failure or mind-blowing success.
While creating your mobile app marketing strategy prior to launch may seem counterintuitive, building momentum and brand recognition is critical to the success of your app. Why not get people excited about your app before it even hits the marketplace? Furthermore, why not get people signed up and ready to download your app the day of launch?
There are 6 marketing essentials you need to keep in mind in your mobile app development project:
#1. Define your goals and purpose.
How you market your app will depend on your defined goals for each marketing objective. You do have defined goals, right? If you’re looking to expand your reach, you might want to look into brand awareness campaigns that showcase your new app. If you want to build hype, publishing a series of well-timed press releases will garner attention and get people talking. Special offers and promotions can be pushed through social media channels. And educational materials might be offered through your corporate website.
#2. Plan way ahead.
Crafting a drool-worthy brand can be a daunting task in itself, but building a website, creating social media channels, designing content, and making everything deliver a cohesive message – that takes time. If you start early, you can build a strong foundation upon which you can launch paid marketing campaigns, promotional ads, and educational messaging. Building upon existing content is much easier than trying to scramble after launch. Additionally, when you give yourself time to create your content, you can ensure that your messaging, branding, and tone is cohesive and consistent across all online channels.
#3. Gather as much feedback as possible before launch.
It seems like a no-brainer: before going live with your product, collect real user feedback and get their buy-in. There are companies such as PreApps that allow users to discover and test new mobile apps before they are released. Use that feedback to both strengthen your development posture and to develop your marketing strategy with real users in mind. By allowing users to beta-test and critique your app, you can identify exact market segments and target your message to likely early adopters.
#4. Optimize for the App Store.
Your app name and keywords can make or break your success. Additionally, keywords need to be carefully considered and decided upon with app store users in mind. Consider conducting a user study around potential app names and keywords. Once you’ve decided on your name, create an icon that is eye-catching and visually represents what your app does. Select your best, most distinctive screenshots to showcase your app, and include text captions and descriptions that don’t just describe your app, but compel users to hit that download button.
#5. Market your app with video.
Your product descriptions, brand images, and logos are critical to your marketing efforts, but nothing elicits an emotional response like video. Through the use of lighting, script, imagery, music, tone, and voice, a video shows real people improving their lives by using your app. With the proliferation of personal computers, smart mobile devices, Internet-enabled everything, your video has a greater reach than ever before. And at this stage in Internet advertising, it’s almost expected for you to create some sort of video to show off your latest creations.
#6. Take advantage of push notifications.
According to a 2015 survey conducted by Millward Brown Digital, 45% of US smartphone owners use 4 to 6 of their 40 to 70 installed apps per day. The findings also noted that 72% of smartphone owners regularly delete apps due to lack of use. To keep your app top-of-mind, consider implementing push notifications – simple text messages that remind your user that your application has something to offer. Whether it’s a reminder to schedule an appointment, a notification of a sale or offer, or a quote or relevant piece of content, your occasional push notification will remind your user that your app is there, it’s awesome, and that they should pull it up and see what’s new.
Marketing your app starts with initial design, continues through user engagement, and never stops. Make sure that your marketing strategy get as much effort as your application development. After all, if no one knows about your app and how great it is, you will never build a user base.
If your app marketing strategy needs an overhaul, give us a call. We’d love to help get your campaign off the ground.