Don't let your app be a Victim of these marketing pitfalls
How about competing with just a few apps in the app store to rank yours as the best? And, what if your app actually does well among all the listed ones in the Google Play or Apple App Store? Seems more like a fairytale to developers. However, by keeping some of the pre and post mobile app marketing practices in mind developers can actually make their applications popular in a short time span.
In an ecosystem where apps are frequently developed and registered one after another, it is important to customize their features to suit the environment. The app needs to be dynamic, the elements must be functional and there must be something unique for the users in the application. Besides these suggestions, there is a separate list of pre and post launch practices that every marketer should know about.
Prior to we give you a larger picture of these pre-launch practices, let’s have a glance at the important points on why marketers fail?
Practice 1 - Not investing time in market research
Practice 2 - Not involving the marketers right before the time
Practice 3 - Failing to find out the app’s USP
Practice 4 - Choosing any random app name
Practice 5 - Not working properly on app features
Practice 6 - Not planning app release well in advance
Now, let’s review these practices one by one:
Market research includes everything. Right from researching the to-be functionalities of your applications to analyzing what other well-renowned applications offer to the users, investing time on market research will ask for a considerable effort from your end. It is suggested to research the domain your app will cater to. And, never forget to analyze the functionalities other apps in the similar category offer. Also, focus on the value that the app offers to the users. We suggest you make an excel sheet as shown below to write down everything about the app. You may add a number of competitors on the list. If you don’t have the time to do the research, get in touch with a company such as circle-research.com to do the market research for you.
Everyone involves marketers sooner or later in their app marketing practices so what’s unique about the point? For the obvious reasons, it is very much important to involve marketers much before the actual app marketing initiates. Why? Because they are the ones who can plan unique strategies just after your app idea converts into a real application. Marketers are generally involved at the last stage, which takes back the privilege from them to add extraordinary elements in the campaign as there is a little time left with them. Therefore, involve marketers as soon as your app crosses the developed threshold & plan accordingly with this checklist:
Involve a marketing company that works in a similar domain
Allow company’s involvement much earlier in the app marketing business, &
Ask them to work on innovation
Every app has something unique to offer to the users. Why not market your app to educate the users about the USP of your application? To begin with list, jot down some questions to educate users on the USP of your app. And, answer the questions as we have shown below.
Why users should consider your app only?
We are providing unique features to this application free of cost that none of our counterparts do. (Believe me, mentioning the word “free” can do wonders for you)
What can the product do for the users that other apps fail to do?
The product features a merge of functionalities that three different application would offer.
By quoting these points, the aim is to influence the users to try your services. Remember to offer value, else the users will never come back.
The name of your application carries the potential of ranking the app in the top searches. Provided, you need to follow the hacks. Why not choose a name similar to the brand name that holds no copyright. A lot of app developers combine branded names with common searches to name their apps so that it could rank in the top search. For example, if you are working on a photography app you could combine the popular app name photo editor along with the names of some brands or any OS like Android to name it best photo editor app for Android. This increases the app discoverability chances.
Your app is the ultimate way for you to create history. Try to give the best preview of the app to the users and don’t forget to work on basic app functionalities. The to-do list needs to include the following offerings:
Creating a preview trailer: make it captivating to gauge the users.
Include a blog about the development process: everyone spends on a unique app publicity, doing the same won’t benefit your application. Let your users know the development process and those who are interested will surely love to hear more about the app.
Planning the beta test: never compromise on the testing be it for the alpha, beta or final phase testing. Also, plan the beta test well in advance so that you can incorporate the changes well in advance.
Shortlisting forums: Visit different forums and shortlist the ones that seem interesting for your app to grow. Talk to the people and shortlist the ones that could prove beneficial for your app.
Planning a release date much ahead of the app launch will help to create the hype. Additionally, planning a date much ahead also ensures you get the right press coverage. Also, ensure that you are keeping a close eye on other tech events so the release date you have chosen may not coincides with other big events. Additionally, building anticipation about your application among the influencers is another way to create the right environment for your app to be released. A good example comes from virtual pet app Hatch. The app was announced a year before the official launch that helped it earn the attention of the users and influencers alike.
The fact that every marketer somewhere creates some of the mistakes while launching the application, is a reason why I am so keen to help them avoid all these mistakes.
As we have completed the pre-launch pitfalls, here comes the post-launch pitfalls to avoid. Here comes the quick glance.
Practice 1 - Not measuring the most important things
Practice 2 - Not embedding the “Personalization” Effect
Practice 3 - Not leveraging referral campaigns
Practice 4 - Not Using App Update Space As Marketing
Practice 5 - Not Paying Attention To What Customers Say
Practice 6 - Forgetting to Create Incentive for Involving Users
Now, the detailed review
Revenue is, of course, a great indicator for the success of the application. But, you need to move beyond celebrating the success of the app that comes in the form of extended revenue. Besides, receiving a great investment back from your application, you need to manage other key performance indicators as well. Here is a glance of the metrics you need to manage:
MAU & DAU: The count of monthly active users as well as daily active users is a measure of your app success.
ARPU: Average revenue per user is calculated as ARPU = total revenue generated by the app / total active users of the app.
That said, don’t stress much on these metrics. Keep them as a part of your overall app success plan. Also, keep an eye on the number of users, the investment and the revenue the app is generating for your business.
Personalization takes you through the users’ heart, which is absolutely important for the success of the application. What users think of your application is one of the several metrics to ensure if it can bring back the investment value. So, keep including users’ feedback in the app to brighten the personalization element in your application. It is important for your app to represent the elements of users’ preferences. Let’s get this through an example, in case you are going to buy a car, you will not only consider the color you dream of car but also the design if is similar to the one you have imagined.
That said, it is not only about the first-impression that matters, you can also buy the car in case it displays great functionality. So, all it needs is to offer a great value (in terms of app functionality) to the users. Personalization is not only about including exclusive elements as the app UI, it covers a larger scenario and will include the following metrics:
Personalizing marketing campaigns
Personalizing the app onboarding experience for users
Personalizing the post-conversion communication
Personalizing the app engagement
Kim Kardashian fashion app Shazam provides a similar example. The app starts with a quick video of the celebrity to onboard the users.
There was a time when referral campaigns were on boom. However, the practice lost its charm over the period of time. But, for a mobile app marketer, it is one of the most important metrics to include in the post marketing practice. The reason is users trust the recommendations from friends, family or someone they know in person if compared with the advertisements they see on digital platforms. This is an absolute opportunity for the marketers to advertise their product.
Referral campaigns must be a part of your post mobile app marketing campaign. Thus, plan on a growth strategy right from the beginning. Give the users the ability to invite their friends through the app referral and let your app gain extended visibility. The easier it is for the users to invite their friends, the more they are likely to opt for the same.
You must have seen thousands of app updates lying on your smartphone. Whom do you prefer to update? The one that shows just an update message or the one that offers something in return? Probably the latter will appeal you the most. And, from advertiser’s point of view the app update space is a great opportunity to use as a marketing campaign. Advertise the update message in a way that specifically tells the users about the offerings. This can be a great strategy to get those users back who have not opened your application for a while.
Tell the users why they should go for the update. Tell them about the additional perk they will have after updating the application. Remember, you need to convince the users about the effectivity of the app to an extent that they can’t resist the proposal.
In a competitive market (as it is the present scenario of the app ecosystem), you must treat your app user with care. For any marketer, word of mouth is an exceptional strategy that works wonders. In case of Apple App Store, it does not provide a medium to contact the developers; however, Google Play offers the luxury.
Consider this example to reply to user’s comment whenever they add app review either to praise or to criticize your application. Give an impression to the users that their reviews are truly valuable for the success of your application.
Let the users get involved in your app marketing strategies by offering them incentives on social networking sites. In today’s competitive scenario, the users are more keen to buy what they see on the social media websites. This brings the conclusion that you must draw a campaign that users would love to interact, react and share further with their friends. The strategy may differ with the app niche and the targeted audience but the metrics remain the same for all the app, which are as follows:
App name & the price
App link to the app store
App trailer link
A link to the App’s press kit
Prior to, we conclude the notes, do tick yes or no in this App Marketing Checklist:
It’s worth mentioning that the app ecosystem is evolving every single day. And for that reason, it is important for developers to keep harmony with the changing app marketing trends. Those who fail may have to sacrifice the success of their app, which is not at all an option when you are competing in a tough ecosystem like app marketing. So, be wary of the ongoing changes that are coming in the domain in order to remain ahead of the competitors in your niche.
She is an experienced business and marketing consultant of the mobile app industry; advising on anything from the perfect branding to the latest tech releases. She is passionate about writing well-researched reports to help the app owners and the mobile app industry audience. She has a vibrant touch that goes well in her writing as well.