Developing and releasing a
mobile app can be an expensive and time-consuming project. But the work does
not end once the programmers figure out how to start an application and finish
it. Without a well-done launch, all that time and effort will go to waste. With
millions of apps now on the most popular marketplaces, it can be difficult to
get attention and market the app to the right user base. Once there, it can be
even harder to get consistent users. In fact, 1 in 5 apps never get used more
than once after download. The key is proper marketing.
Define
Your Goals
Before you begin the actual
marketing, you need to have a realistic measurement of how you define a
successful launch. The exact metric you use depends on the type of app that you
have made. The metric could be how many people install the app, how often
people use it, the retention rate of those who install and do not uninstall,
the number and quality of ratings received, or in-app purchases made. Keep in
mind that this goal should focus on sustainable returns. Expect installation to
be highest during the first month.
Use
Social Media
Make sure to claim all the
relevant social media accounts for your app prior to launch. This should go
side-by-side with creating a website for the app. With registration so easy
there is no need to be scrambling after the fact. Claim the accounts on all the
most popular social media sites and apps, even if you do not plan to use them
all. It is better to have your name already reserved in Snap chat, Twitter, Face
book, and everywhere else rather than finding them unavailable when you need
them. Consider Go Far, a company which launched a driving optimization app,
they set up a Face book, Twitter, Google+, LinkedIn, and even a Podcast to
promote their app launch.
Create
the Narrative
Instead of waiting for the
buzz to build on its own, give it a push. For many, app downloads are spur of
the moment decisions so you need to put out interesting content to draw them in
for just long enough. Make press releases and send them to websites that cover
your industry, as well as websites that write about apps on the marketplaces
you use. Write blog posts about what the app can do and how to use it and post
these on a number of blogs, not just on the company website.
Supplement
with Paid Advertising
Know you’re demographic and
where they go. Use available tools like targeted Face book ads, Google ads, and
ads within other apps to grab that demographic. While this does not attract as
many users as individualized and organic marketing, it brings in additional
users that you need for launch.
Respond
to Customers
Use those accounts you set up.
Keep customers informed and respond to their issues. Nothing makes a company
look better than providing personal service. Use social media and the app
itself to encourage those who love your app to review. Those reviews increase
your visibility.
