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Today, mobile apps have beaten desktop apps to the background, but mobile apps can still be a disastrous failure if not marketed properly. The success of a mobile app is determined by its technical finesse, but at the same time, it is also decided by how powerful and relevant its marketing campaign is.
The best app marketing campaigns take customer habits and preferences into consideration before launching. In order to make the biggest impact through your app marketing campaign, understanding what customers are drawn to before launch makes or breaks your success.
There are 10 best practices for creating winning mobile app marketing campaigns, highlighted in the image below:
Let’s examine each best practice in detail:
1.Craft a well-planned strategy
Create a well-planned strategy that begins well before your app goes live, including pricing, what vertical your app fits into, how you’ll market the app, and other details. It is essential that you understand your customer thoroughly before you launch your app in order to put the best strategy together as it’s ultimately your customers to decide whether or not your app is relevant. In addition to overall strategy, you’ll also need to select the right keywords that reflect your app’s functionalities that will help your app become discoverable. For example, the keyword “black leather shoes” is a much better choice than just “shoes” or “leather shoes” to help drive new installs.
2. Choose the right name for your app
A good name can lead to the success of the app, and a bad name for an otherwise good app can lead to its downfall. Make sure your app’s name is unique and can be recognized easily. Additionally, think about including your app’s name in your keywords in order to maximize discoverability in the app stores.
3. Determine the right icon
Once you have decided on the right category for your app, you will need to determine the icon for your app. Your app icon displays the overall purpose of your app, is one of your first interaction points with potential customers, and is one of the most important indicators of what the app does before customers download it. To be successful, make your icon stand out from the other commonplace app icons in your customer’s search results or display grid. This will help customers identify your app more easily, which will increase its chances of being used regularly. For example, a fuzzy or gaudy icon is a good way to make potential customers move right on to the next search result.
4. Include the right screenshots
The way you market your app needs to entice people to download it. In other words, once a person reaches your app’s download page, they need to be convinced your app is the right app for them. You can encourage this behavior by presenting potential customers with descriptive screenshots that show what they can expect after downloading. Your app screenshots should be educative and full of information, helping customers to make their choice with ease.
5. Study your audience behavior
You can’t develop a good app without studying your audience and finding ways to engage them on their terms. Spend time recognizing their unique behavior patterns by studying their behavior as deeply as possible. You can use methods such as consumer surveys and in-app feedback to find out more about specific customer preferences. Additionally, pay attention to which types of devices your audience uses most regularly so you can support them where they already are.
6. Keep focused on your main objective
Try to provide the maximum benefit to your customer while they interact with your app, which should always be your main objective. The customer is the person who will actually determine your app’s success, so you need to ensure they are completely satisfied with the services and experiences you’re offering. Keep focused and try and prove the best and the richest possible user experience to your audience every time they reach out and engage with your app.
7. Launch your app using the right mobile technology
Choosing the right technology for different pieces of your marketing strategy matters. You may want to go open source or use a proprietary source to develop your app, depending upon the type of audience you want to interact with. Then, you will need to choose the right technology to market your app. For example, you might opt for SMS to reach a maximum audience. The next step is to create a mobile website, which is capable of adapting to the devices of most of your target audience. This step is entirely based on budget, and you will need to be careful about this vital aspect as it can affect your prospects in the long run.
8. Always post fresh content on your mobile website
Now that you have built your mobile app and have launched your mobile website, you need to ensure you keep the content updated and relevant to your activities pertaining to your mobile app. You could also make your presence felt on social media such as Twitter, LinkedIn and Facebook, and you can prominently mention your special offers, new versions, and other real life examples of how people are enjoying your mobile app to keep customers coming back time and time again.
9. Build up the hype about your mobile app
Once your app is ready to be submitted to the app stores, ensure you fix a date on which to release it. Next, plan out your app’s publicity by writing to online as well as print media. You can also contact sites such as App Advice and MacWorld to review your app, enabling a large group of people to read reviews before downloading your app.
10. Ask for feedback
Many customers love to provide feedback, and most prospective customers read feedback before they proceed to download your app. Therefore, code your app in such as way that it includes an easy, uninterrupted way to customers to provide for feedback. The more advice you get directly from customers, the better off your app will be.
The above 10 tips will set you on the right track for marketing your app. Depending on the intricacies of your app marketing campaigns, you may need to add or modify the best practice necessary to make the most of it.
I hope these tips help and that they help you manage your app marketing campaigns to the fullest. Good luck!
Author Bio: Shivani Ajmerani works for Fusion Informatics Ltd., a mobile applications development company that offers custom iPhone, iPad and Android application development services. She enjoys using the Internet to connect with the wider world while also achieving corporate success.