The mobile app competition is stiff. Currently, there exist approximately over 2.6 million apps across the platforms. Needless to say, without proper promotion and a strategy to keep up with the ever changing tech world, a good app may flop no matter the content.
The following are some best practices to successfully promote your app and to ensure that it remains relevant to the user even after installation.
Just because the app isn’t 100% done and ready to be released doesn’t mean that you can’t start creating hype for it. There’s no harm, actually there’s a huge advantage, in creating buzz to get attentions from bloggers and tech folks. You want people to start talking about your app and be excited for when you actually unleash it.
Be conscious about presentations. With pictures and screenshots, users know what they’re getting even at brief glances. If you have time, don’t forget to invest in a short promotional video that’s engaging, fun and gets to the point, for a picture is worth a thousand words.
If your product is novelty or hard to understand, a video can motivate a confused investor to believe in your product. Dropbox is the most famous example of a startup that used an explainer video to validate the market and sell their MVP. This app showed the world in a three minute video its intended functionality and signups increased from 5,000 to 75,000 overnight – in the absence of a real product, amazing.
Use Social Media
Social media capabilities on your app today are absolutely essential for creating hype for your new product. Consider creating a page for your product or service on sites like Facebook, Twitter and LinkedIn to easily inform people about it. Publishing leadership content through this site is also encouraged and connecting to others through this area is encouraged.
Target and cater to your market. When thinking about advertising and promotions, market research is done to really understand who it is you’re trying to appeal to. Learn about your user personas and identify the right keywords, make the copy of the app description more relevant and decide where to place your ads based on this.
If you already have a website for your upcoming product (if not then make one), collect visitor analytics. Make sure your main landing page provides the right information and that you have effective calls to action. Remember that analytics enable you to detect which of your product features are overused and which are heavily overlooked, all of which allow you to make educated decisions when you are considering whether or not a feature needs modifying.
Email is still one of the most effective ways to get feedback and relay new information on updates and features. This could be in the form of newsletters or through a series of strategic emails announcing the release of new articles or offers.
Your app can gain notoriety if you generate press releases at the time of launch and obtain positive coverage in the media.
Extremely cheap and strategic, determine how to place these ads through Facebook metrics.
GoogleAdwords are also a must-have when promoting your app. In fact, Lolay is proud to announce that we have just partnered with Google’s App Promotion and User Acquisition Team to deliver a hands-on, first-class marketing experience for our customers. This includes campaign setup and consulting, dedicated Google marketing experts, and constant communication around performance and tuning.
App Store Optimization
ASO is a strategy to get an app discovered through an app store. Using keywords make sure that your app really does pop up as one of the first searches. This is vital to gaining fast ground in popularity and keeping your app updated with fixes and new features is what keeps popularity consistent. Advertising wherever you can in either TV commercials, print ads, or the like will get people interested and looking at your app.
Your app should impress in order to gain recognition amongst top selling ones. Now that you’ve invested so much into the design and strategy of your great new app, make it count. It’s a sea of competitors out there, beat them.
Creating a successful app is more than just completing a project, submitting it to the apps storer and then forgetting about it. It’s about adjusting the features of your app based on feedback or as Eric Ries, author of The Lean Startup might say, it’s about “a change in strategy without a change in vision.”