Thanks to the increased use of smartphones, there’s an ever-growing market for mobile apps. Creating an app opens up an entirely new channel through which you can interact with and engage your customers.
That means your dedicated audience can have access to you in one simple click. You’ve followed every rule there is on how to make a social media app, for example, but the number of downloads is still very low.
The major hurdle in most instances is not the app itself. It is the critical yet often skipped step after app creation: marketing.
Here’s a step-by-step guide that will help you to maximize your app’s potential in today’s competitive app market.
Carry Out Pre-Launch Marketing
From the minute your app design and concepts are done, you should be thinking about marketing. Pre-launch marketing can create anticipation.
Considering the numerous marketing options available today, from mobile app stores and blogs to online tutorials and YouTube videos, there’s a lot of ground to cover when you start planning your marketing.
Research Your Target Market
To start marketing your app, you need to first understand your potential customers. It helps to define your target audience and create their profile or persona.
Be sure to note essential details such as their lifestyle, demographics, habits, and age. Understanding your customers will help you adjust your marketing materials to better fit the target demographic.
An app aimed at 20-to-50 year old mothers, for example, will need a different approach than one that’s designed for teenage gamers.
Invest in App Store Optimization
App Store Optimization (ASO), also known as SEO for apps, is the process of optimizing your app to rank higher in app store search results. A higher ranking on app store search results increases the app’s visibility to potential customers.
Some of the factors to consider include making your app title easy to read and focused, while ensuring the description clearly expresses your app’s value proposition. It is also imperative to include relevant keywords, so you can show up in the right searches.
A thorough understanding coupled with extensive research of what keywords to use is of utmost importance.
Perform Competitor Research
Knowing more about your direct competitors will help you to distinguish your business from the rest, communicate with your target audience better, navigate challenges in the market, and improve your overall processes.
Check out competitor reviews use that feedback to work on creating a better overall user experience for your customers.
Create a Demo Video
Videos have become the most popular medium of content today. As such, demo videos can be very powerful tools to spread the word about your app and showcase what it has to offer.
You want to create a video that is short and straight to the point. Focus on your app’s value proposition. Provide a strong call to action.
Also, be sure to take advantage of your social media presence and other relevant platforms to promote your app. A video is one of the most successful ways of going viral on Instagram.
You can also initiate sponsored promotions on different social media platforms such as Facebook, Instagram, Messenger and Twitter.
Promote It On Your Website
If you already have a fully-functional and mobile-friendly website, then you can use it to promote your app. The trick is to create a landing page that sells.
You want to keep your website updated to keep your readers well informed and updated in a creative way. It’s important that you include all the key elements of your app such as the app name, features, promo video or demo, and clear call to action.
Start a Blog
When it comes to targeting specific audiences, blogging is a very effective tool. A blog will allow you to share information about your app and keep potential clients up to date on the most recent developments.
Engage your readers. Share your experiences. Your customers will in turn feel like they are being included in the process.
A blog will also build interest in your app and become a forum where you can correspond with your users.
In the long run, your blog will create the exposure necessary to drive potential customers to the app.
Use Analytics Tools
Every so often, it’s important to check your app’s progress. Analytics tools can help you evaluate the growth of your app and understand its progress in more comprehensive ways.
Consider the most important Key Performance Indicators (KPIs) such as the number of app downloads, daily active users, retention rate and churn ratio (percentage of customers who stop using the app) among other factors.
Summary
The app market is flooded with millions of apps currently available for download. Building a community and standing out is essential for the survival, let alone the success of your app.
When it comes to mobile app marketing, every detail counts.
Feature Image provided by the author under his or her own license.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
Rilind Elezaj
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