Getting the marketing strategy of your app right is the key to establishing a successful mobile application. Today’s Google Play Store and iOS App Store have more than 2 million mobile apps, and the numbers keep increasing with each passing year.
These staggering numbers recorded resulted from 42% of businesses building their apps to enhance their sales figures or offer an alternate platform for their clients to operate their tools and services. However, even though a mobile app might be perceived as a lucrative revenue generator, the low entry barrier makes it challenging to execute a successful launch.
Orchestrating the perfect mobile app launch becomes imperative in ensuring that the resources dedicated to developing a great app are not wasted. So, how could app marketers succeed by effectively marketing their app and ensure that users are retained for the long haul? Let’s explore steps to crafting the ideal marketing strategy for launching a mobile app.
Guide to the perfect launch strategy
Step 1: Conduct thorough market research.
The first step towards creating a successful launch strategy lies in conducting in-depth market research. This is important to understand your competition and also build a target audience for your particular concept.
A SWOT analysis of the leading apps in your arena would help you strategize your launch in the right direction. Also, in the world of marketing, what matters is who you are trying to approach rather than what you are offering. Hence, gaining insights into both these aspects should be the primary goal to lay the foundation or plan.
Step 2: Build a user acquisition plan for attracting the prospective customers
In Android app development, once you identify the target audience, you need to start leveraging the right marketing tactics. Your acquisition plan should feature the ways adopted to update your customers about the new products and services. It would help if you analyzed the channels they would turn to for obtaining insights, guidance, and information.
Set some measurable and realistic goals for the launch. For instance, measuring the active install rate. This would include the retention rate, the count of people installing your app permanently, the ratings received, and the average rating in the marketplace. In addition to this, it would also include the total revenue generated from your designed app.
Step 3: Determine a marketing budget
Understanding the marketing budget would enable you to invest money wisely through the different acquisition-focused ad formats. These might include video ads, banner ads, graphics, and many more. Apart from the direct spending, you need your budget to account for other possible costs like events, automation platform, or the need to onboard mobile marketers.
Step 4: Evaluate the browser and cross-platform versions of the App
To broaden your reach, it is necessary to be available across diverse platforms and not just stick to one particular platform like iOS or Android. This has proven to be a cost-effective option in the long run. Being accessible across different web browser versions enables users to use the app on any device.
Step 5: Design effective landing pages both in the app stores and online
Landing pages act as conversion pages and hence require being appealing, informative, and engaging. They need to be created, tracked, and maintained online as well as in the app stores.
Share the journey of developing the app and procure feedback from your prospects. Always respond to user recommendations, reviews and support related issues. Once the app is launched, do not miss out on changing the link in the bio section to drive more downloads. Create a buzz by uploading photos or videos around the app before its release by personalizing a page that allows users to sign up and get notified of the app launch.
Step 7: Curate relevant content
A detailed piece of content could answer many questions of the searchers. This content could include blogs, social media content, mailers, press releases, newsletters, and website copy. This would solidify your brand’s voice along with increasing your ranking by placing the right set of keywords in your content.
Step 8: Document a demo
Create a video graphic presentation demonstrating to users how to use the app and address their issues in real-time. Ensure that there is clarity of communication not just in the video but across all the other marketing collaterals.
Step 9: Build a dedicated page or site
To support your social media campaigns, launching a page would motivate them to sign up to get a download alert once the app gets launched.
Step 10: Select an App store.
Launching your app on just one store initially is a good idea. Given that you would be making a lot of updates, improvements, and changes in the first quarter, having it all in one place would help you streamline. Once the app becomes well established, you could go ahead and expand it to the other app stores as well.
Step 11: Continued marketing efforts post-launch
Marketing your mobile app is a continuous process with consistent efforts to make it perform well. Hence, measuring the return on the ad spends and constant monitoring of the analytics would help cultivate your brand. Reaching out to the users with different marketing approaches and touchpoints once in a while would help retain their interest. Make sure you don’t just market the app to new users but also retarget the existing users through retargeted advertising, push notifications, social media posts, and emails.
For a wider market reach, you could create a press kit comprising all the relevant information about the app, such as the features, guide, price, pictorial representation, and FAQs. Making this kit available online would help garner industry coverage and reviews.
Step 12: Optimise your listing in the app store and ace the ranking game
The name of the app should be relatable, catchy, and synonymous with the features it offers. A screenshot, icon, or preview video with the appropriate keywords would ensure more downloads. It would help if you sincerely worked towards cultivating good reviews as it is essential to create awareness and be discovered by prospective users.
Building a functional and relevant app is as important as marketing it. Given the exponential growth of the number of apps and seo company in India being created and downloaded each year, investing in app building continues to be the future. Hence, make sure the app is created by experts, pitched on the right platforms, tapping the relevant audience, affiliated with the appropriate influencers, monitored and measured the right way to ensure its long-term success.