By launching a mobile application, you become a member of the global market, valued at more than $100 million. Moreover, according to statistics, both the App Store and Google Play now have more than 1.5 million applications. Making your product stand out from the gray mass, creating and maintaining a flow of users – is not an easy task. This will require a powerful marketing campaign.
Repeatedly you could see how interesting projects were dying, and dreams collapsed because not enough time and resources were allocated on the promotion of applications. Don’t repeat other people’s mistakes! Follow this in-depth guide to mobile app marketing and users will download your brainchild willingly whether it’s a game or logo app.
Specify your presence
Do you think it’s necessary to start developing applications shortly before launching? Everything isn’t so simple. The key to successful monetization is the focus not only on your idea (solved tasks and performed functions) but also on the potential of the product in the market, ways to generate income. To achieve this, the business side needs to be systematically developed along with the concept of the mobile software itself.
Do marketing research and market analysis
The thorny road to success begins with a well-grounded concept. Your idea, maybe, is good but still, it doesn’t hurt to see this again. The fact is that the market is simply overloaded with useless application-remakes that exploit the same idea, with a depressing interface and identical functionality. You don’t want to replenish this collection, do you? Then it is worth paying attention to these important points:
- Problem. Mobile applications, like any tools, should have their purpose, solve specific problems, offering a new, better approach. So what can your product offer people? The idea of the application should be fresh and innovative, and the vision of implementation – clear.
- The target audience. Who are they, future users of the application? Who are the competitors targeting? Find your niche, your audience. Thinking about the direction in which the project will develop, be guided by the behavior of users, their needs.
- Functional. Look at the analog applications. Select the basic, must-have functions, without which you cannot do without. And now think: what can become your competitive advantage? What can users like but has not yet been implemented? Important point: the first version should include the minimum functionality (the so-called Minimum Viable Product (MVP)). Then you can and will add, expand, and improve. BUT! Remember: the first or one hundred and thirty-fifth, each version is a full, fully working product!
- User reviews. It doesn’t hurt to carefully examine what people write about the applications of competitors. Create a list of the most frequently requested add-ons. Take note: what you need and what not to do. This will greatly help in finding opportunities and features that will make your decision the best, and therefore – successful.
Be sure to document everything. This research will become the basis for the further development of your product.
Create a name and write a description of the application
This task isn’t so simple as it seems because you need to take into account various factors. If the app cannot be found on Google Play or the App Store, the odds are low. Be aware of the events, read useful resources on mobile SEO, guidelines for creating the perfect product page in the App Store, and Google Play.
- Keywords. It is important to know how people are looking for applications of your category. Create a list of the most suitable key phrases and use them in the description. They should be naturally written into the text and distributed evenly.
- Name. Memorable, simple, and relevant. You can also include the keyword.
- Description. Here, the list of matched keys is useful. Tell about the merits of the application and add a couple of CTAs (calls to action). Motivate your users!
- SEO. Get out of the shadows! Help users find you on Google, Yahoo, etc. Although most people are looking for applications in the OS malls, somewhere around 20% use search engines.
- Quality media content. Screenshots, icons should be clear, beautiful, high-quality. You can also add a promo video. The App Store accepts only the clips recorded by the device, showing the application in operation. But on Google Play, the requirements are less stringent.
- Category. Your product can fall into several categories. In that case, choose the one where the competition is lower. This will facilitate getting into its TOP, which gives a powerful impetus for the growth of the number of downloads.
Get the support of the press
So, you need to prepare a press release. It should be informative and, at the same time, intriguing. Here are some recommendations:
- Be brief.
- Tell us about the main functionality, hinting that the application can do much more.
- Don’t forget about the keywords!
- Add links to the download page of the application.
- Publish to reach the largest audience. For example, in the hours and days of high activity in the social. networks (differ on different sites). Your task is to convey the message to potential users and popular personalities in the network, to whose opinion others listen. A little more about the progress – below.
Promotion. More promotion!
- Create a landing page for the application. Main ingredients: SEO-optimization, attractive design, active calls to action.
- If you already have a website – add links to the applications. They should be visible.
- See tips from Google Play and marketing tips from the App Store.
- Develop a loyalty program: these can be special offers, discounts, gifts. By luring people with chips, you can show what advantages your product generates in general.
- Add the murderous Press Kit. Take your cool press release, add the quality logo to it, screenshots, or even a promo video, specify links to the application, and the site. Pack everything in the archive and Press Kit is ready! Since these materials will be freely available, don’t forget to tell us about the rules of use, restriction, and prohibitions.
- Make me talk about you. Contact popular international resources such as Mashable, TechCrunch, etc. It’s time to get your few minutes of glory! It will be possible to get the publication – it’s great but keep in mind: the effect will be short-term.
- Conquer social networks. Learn the basics of marketing in social networks. Find relevant communities and discussions (for example, communities in twitter chats). But you don’t need to shamelessly advertise your application (this is called spam). Communicate with people, share opinions, show genuine interest. There is a problem but you are offering a solution, aren’t you?
- Use mobile advertising. But remember: if the ad doesn’t carry away – it is ineffective.
Hit the TOP
Your goal is not just to be one of a million and a half but to get into the TOP 100 App Store or Google Play. And stay there. How can this be achieved? This is often done using an approach called “Burst Marketing”:
- No downtime. Once the product is ready, run it immediately.
- The recipe for a hit in the TOP is as follows: maximum downloads + minimum time. That’s why the above-mentioned concept, meaning “concentrated” promotion, proved itself.
- Another important goal is to get into recommendations (from the editorial board of the market). If the application deserves attention and loads a lot – the chance is there. Also, the software product you offer should be in the interests and policies of the platform owner (a couple of tips for Google Play and the App Store).
- Once you see that the results have gone down, you need to create a new “explosion”.
- Monitor the success of the application using analytics services. This can be App Annie or County App, Localytics or Flurry, or something else.
- Be open. Provide customers with convenient ways to communicate, communicate with them, and answer reasonably. Do so that they feel: their opinion is valuable and it will be heard.