Here is a development insider depicting the need of pre-launch promotion of mobile app as an all-access pass to get your business off the ground!
Post engagement event matters far more than installs. The ever-evolving market requires a parallel change in marketing strategy. It’s not just the channels and partners that change your app marketing strategy, but also how technology changes, that makes impractical tasks essential, easy and practicable in the current scenario. App reporting has improved to the extent that it has now become more realistic for marketers to evaluate their channels on a more granular level.
There might be a need to work along with mobile measurement partners (MMPs) because they provide essential analytics and attribution for apps. Some of the most well-known MMP’s are AppsFlyer, Kochava, Adjust and Branch.
App development companies offer the ability to receive attribution both for initial installs and a multitude of engagement events that includes registration, in-app purchases and users re-opening the app days later.
The data recorded by such MMP’s can then be sent to your media-buying and partner-management platforms, thus allowing you to evaluate the initial and ongoing performance of each partner and source. Optimization for mobile is a multi-step process and businesses need to evaluate their content, loading speed and even mobile ergonomics among other factors.
How to market an app before launch?
Here are the steps to improve your business’ mobile marketing strategy:
- Remember ‘Thumb Zone’ – Investigate and determine the most comfortable area for a user to touch their screen using their thumbs. This can drastically enhance user experience as it often gets tough to click buttons located on the top of the screen or in the bottom corners.
- Check Your Speed -The speed with which your website loads on any mobile device. This affects page rankings as well as customer experience.
- Optimize Photos For Mobile – Even the photos (along with the text) on your website must be optimized for mobile devices.
- Create Condensed Content – curated for mobile devices means short paragraphs, ordered lists, easy-to-click links and call-to-action buttons, and clean navigation.
- Optimize For Mobile-Specific Platforms – Developers need to understand where their audience is listening in mobile space. Like in Instagram, the story consumption is projected to exceed the reach of organic feeds soon. Short-form ads can be optimized for a vertical display that would prepare you for the shift in consumption on that platform.
- Utilize Geotargeting – Geotargeting can be used to reach a precise target audience based on their IP’s. Content can as well be tailored to the audiences based on their location, or local pay-per-click ads. Overall, this helps developers in maximizing the cost-effectiveness of their efforts by only targeting audiences with whom the messaging is relevant.
- Focus On Mobile-Friendly Emails – It is as well important to keep an eye on the email campaigns and other outgoing messages on commonly used devices to ensure that your content is delivered to the right audience appropriately and powerfully.
- Leverage Landing Pages – Typically the functions of the mobile website include a brand introduction, conversion, lead generation, etc. It becomes perennial to pitch the audience right through the landing page, as it moves the consumer further down the conversion path to meet the needs of the customer.
How to promote an app?
Here are 10 straight steps to create a pre-launch marketing strategy for your app:
- Research your users and competitors
- Start Marketing your App early – This involves Research, ASO, Blog, Media Coverage, Viral Marketing, Creating Community and Retargeting.
- Create a website for your app – This would probably include:
- Publishing expert blogs to create value for visitors, drive web traffic, and boost search engine optimization (SEO)
- Run interactive app marketing campaigns such as giveaways, contests, or quizzes
- Encourage e-mail signups to enable drip marketing (which automatically delivers marketing messages to users’ inboxes)
- Create dedicated landing pages for each marketing initiative like the free demo to increase the number of downloads
- Start a blog (It helps to create a content that the audience wants to read)
- Connect with email marketing
- Create a buzz with social media – Email marketing is one of the easiest and effective methods of connecting with the audience. Selecting the platforms that the audience prefers the most and engaging in conversation with them helps to create a bond and promote the app simultaneously.
Some quick tips to market the app on social media:
- Post frequently
- Make use of hashtags according to relevance
- Influencer reviews must be featured
- Request for feedback on all app features
- Invite engagements with promotions, contests, and giveaways
- A lot many GIF images, animated pictures, ‘how-to’ videos, high-quality blogs must be shared.
- Spark discussion with audience via request a quote, chat, social media etc.
- Develop a Press Kit – This acts as a guide for all journalists and reviewers to know why your app deserves a good review. It essentially contains screenshots of the app, review guide with pricing, features, FAQ’s, release information and contact details. It must also contain some lifestyle photos of the app in a natural scenario that emphasizes its use and value. Additionally, it must have some icons, banners and logos including .png images for digital posts, or .eps for print publications. It must also contain some videos to enhance the reach and impact of your marketing, upload to Youtube or Vimeo for best compatibility.
- Reach Out to Influencers – An endorsement by an influencer (tech bloggers, journalists and industry leaders – CEO, MD, CTO, COO) could fuel all the pre-launch hype of the mobile app in a very different way. This word of mouth marketing might be more than useful for the success of the app.
- Optimize your App Store Listing – As the final step of app launch, app optimization can be done by defining app name, app description, app visuals and keyword optimization targeting the language that users will use to search the app.
- Call for Beta Testers – Beta testing always helps improve app quality, empower your pre and post launch app marketing strategies. It helps the app get rid of unnecessary overload and gain media attention and consumer traction.
Mobile App Marketing: Time to Catch the Deal
Businesses need to be proactive in launching their apps. They need to make the most effective strategic and tactical moves relating to their customers, markets and competition as demanded by digital economy. Increase in user base is directly proportional to promoting a mobile app before launch. The points discussed above will translate to traction as the app launch approaches, thus increasing the number of downloads.