You have successfully accomplished the development of mobile app and expect it to be as successful as Talking Tom or Angry bird. A million of downloads is what you are expecting from the app. This may not be the practical fact that is happening at present. With Google and Apple app store having around 1.3 million apps in each, standing out in the crowd will not be so easy.
Marketing and cross-platform promotion are the two important elements, which is equally important in all the three marketing mobile stages of a mobile app. These stages are – Pre-launch, launch and post-launch. The stringent marketing objective for your app would be creating brand image, acquiring a user and building a target audience for your app. You have already spent on efforts, time and money for the process of conceptualization and development of the app. Now is the time to focus those efforts on marketing of the app.
Creation of Pre-launch Awareness – When you are creating Pre-launch awareness, the two questions that you will have to ask are
- Who would be the target market for your app? And
- What is the outcome that you are expecting form the app?
Reaching out to a niche audience is possible through redefining the target audience. The target audience would be the one who would give a positive respond to your app and one of the most successful channels is the word of mouth. This about your primary objective, will it be achieving the widest possible reach or build an active user or maximize the revenue. The choice of your marketing channel would be dependent on this answer. Your marketing plan should be based on the below mentioned categories:
- Analysis of your current market
- Key marketing strategies
- Business objectives
- Channels used to reach the objectives
- Proposed budget
Some of the key marketing strategies would include public relation (PR), using a website to make an online presence, building the email list, engaging the audience through social media and launch party.
Launch – Focusing on App Store Optimization – Launching your app in the app store is always a challenge. This calls for app store optimization. It is all about your positioning and the users locating your app post release. The process of app optimization depends on five important factors:
- App name
- App icon design
- Choosing the correct keywords and description
- Using useful screen shot
- App reviews
As per one of the reports published in a white paper on mobile marketing, it was revealed that 60% of downloads comes from organic search in the app store. You can involve some of your friend and family members in the process of testing and improving the iteration of the app. You can also involve this group in open discussion about their excitement and involvement in the app. including relevant influence in the trail is also helpful.
Post Launch: Building and Maintaining User Engagement- With the release of the app you should shift your focus towards ongoing awareness and user engagement. If you are lucky enough, the early user would helps in initiating the marketing strategy of word of mouth. The other options would include monitoring and maintaining social media channel, marking the milestone with public relation and engaging the users.
Analyze the methods used by your competitors and how can you bring about improvement in the method and use it for marketing of your app. Along with this build your network, which will help in resolving two purposes.
The first is the marketing of your app and the second is enhancing your learning experience. The main aim of marketing your app should be related to reaching out to the users interested in your app.