Developing a brilliant mobile app and uploading it on an app store is not an easy step towards success. Simply creating a feature rich app is not enough. To get a large number of downloads, users should know more about your app and they usually download apps that are on the top charts only. For this, you need to turn their focus on the new mobile application and ensure that it gets the deserved attention. And this is where most developers and business owners get stuck or even fail.
There are many mobile apps that remain in the app stores and go unused and unheard. Even if it is discovered and downloaded, 77% of the users don’t use the app again after installing. If your mobile app cannot keep the users engaged, then chances are high that time spent on it will be low lasting less than a minute.
But does this mean that all the app owners having a modest promotion budget can never win? Though there is no 100% guarantee of success in the mobile app business, but optimizing the go to market strategy can increase the chances of success.
Let’s look at the few factors that you should consider in pre and post launch mobile app marketing.
Invest in market research:
Researching about the key players in the category that your mobile app will operate will surely give some great insights into what your visitors are looking for in an app. How are the apps named? Are they easy to remember? What are the keywords for which the app is ranking? All these analyses may prove to be very useful in promoting the app and placing it in front of the right audience. To start with, create an excel sheet having the list of key features to determine where your app stands against the market competition. This will obviously help you to have an idea whether there are any special features that your competitors have used and you have missed.
While preparing a marketing strategy, marketers often overlook the power of customer reviews. So, make sure that you list down all the good and bad comments as this will help you to have a clear idea about what your customers actually want from the mobile application.
Have a feedback loop:
While developing an app, it is a target to introduce great features that we think will make the application run successfully in the market. But while doing this, it is important to send the app for beta testing where you will get the first option to get some unbiased reviews or feedbacks from your target audience. This will help you to target your potential customers and the channels they are using to reach the app. You can hire beta testers as it will help you to identify any issues with your mobile app development pre-launch.
Marketing your app soon enough:
Completing the mobile app development task and releasing it might seem to be your first priority, but make sure that the app is discovered by people after its launch. Planning the marketing activities for the app is the most neglected areas and this is the mistake that most marketing team does. They get involved very late and this becomes dangerous as they are the people who plan the go-to-market strategies.
Checklist of activities that should be included in your marketing plan:
- Optimizing for the app store
- Find out the USP of your app or what makes it unique
- Select the app name that is easy to remember and even search
- Choose the keywords for higher ranking
- Write a description that clearly conveys the key message of the app
Plan the app release date in advance:
The curiosity to release your app in the market as soon as the last coding is completed is understandable, but planning a release date in advance will ensure that it gets proper press coverage and you are able to inform the launch in other social media channels. Marketers often have to deal with the delays and project completion deadlines and often end up with an unplanned release date. Ensure that you keep a rack of the release date so that it does not coincide with any other app’s release dates as it is important that your app get enough attention during those days.
Focus more on user engagement and retention:
Though you may have enough money to invest for your app, paid user acquisition should not be your key marketing strategy. Initial pumping in some money to get the downloads for your app is okay, but in the long run it is vital to focus on user engagement and retention. Else people will drop off soon. So, find out the paid channels that work best for you and use them in your marketing strategies in combination.
Pay more attention to customer support:
Your app may become very popular and have millions of users also, but if you don’t give them a proper customer support service they will likely to leave the app and go for something else. So, every user must be treated with ultimate care as word of mouth is also a powerful marketing tool, which can do harm if you don’t pay proper attention to the users. For any issues, marketers can directly reply to the customers on Google Play. It is important to respond quickly to customer query on the same day and also offer support through email to solve any issues privately.
App monetization plan:
Not all mobile applications are created to monetize. There are many internal apps that are developed for the internal sales team in a large enterprise, but many like games and ecommerce mobile apps are used to digitally engage and motivate people to attain their goals and this helps the product owners to improve monetization. Business owners should become partners with reputed Mobile app development companies who can deliver end to end mobile solutions – design, strategy and engineering to build great products that offers delight to the users.