Nowadays, simply having a creative mobile app idea won’t land millions of dollars in your pocket like earlier days.
A successful app today is not only backed by an out of the box idea, but also a smartly curated and orchestrated marketing strategy.
Something that can provide your target customer with the much needed initial engagement that is required to make him download your app in the first place.
Here are four such factors that you should definitely work on the most while framing your app marketing strategy.
- Know your target audience:
It’s a no brainer that you should have a thorough idea of the customer segment you are targeting and most importantly, whether this segment would benefit from your app in a differential manner.
Secondly, if you have a thorough idea of the customer segment you are targeting, it’s going to greatly benefit your app marketing strategy, as you would be able to frame specific marketing content that would appeal to your target customer the most.
Elements like customer demographics, psychographics, usage patterns, spending habits etc, are some of the most important aspects that you should consider while deciding your target audience.
Finally, you should never create an app that targets a highly generic audience, as majority times its almost impossible to target two widely different customer segments with the same offering.
For example, an app that is popular among college-goers, won’t necessarily appeal to retirees.
- Competitor Analysis:
Every app that is launched in the market mandatorily has a competitor these days, either someone that’s better than them or almost equal to them in terms of value offerings.
Therefore conducting a strong competitor analysis, especially in terms of the marketing initiatives that they have undertaken or are currently undertaking, is very much necessary.
As this is where you would get a strong idea of what has appealed your audience and what has not and make adequate changes to your digital marketing strategy.
For example, if a competitor of yours has not managed to achieve high lead conversion rates (app downloads, in this case), by static posting on social media, namely banners, infographics, blogs, etc.
Then it’s a clear indication that you need to include a major difference in your own app marketing strategy either in the form of video ads or experiential videos.
This will help you in saving lots of time as well as money.
- Havinga proactive marketing approach
You can always commence with your marketing strategy, while your app is still a Work in Progress.
Create marketing content, in the form of videos, graphics, and blogs, about your app that is primarily of an introductory nature, i.e. elaborate explanation of the idea and the benefits your upcoming app would cater to.
When it comes to social media, you can always consider a prolonged period of customer engagement, around 20 -25 days before you finally launch your app.
Creating a good hype just a few days before your app launch can help in fulfilling your much needed initial lead generation goals so that you have a strong potential customer base at the inception of your app.
Guessing contests are the best option in this scenario.
You can always start a Guessing contest a few days before your app launch, and challenge your customers to either guess the name or the features/characters that are going to be included in the app.
This can include creating social media posts with one-liner clues about your product for a period of 10 to 15 days and awarding the winner with things related to the product, say free in-app purchases for six months.
Providing sign up forms to every participant will help you in creating the much needed initial customer base for your new product.
You can subsequently target this customer base with e-mails, regarding major updates, in the future with the help of your e-mail marketing software.
(4) Leveraging Influencer Marketing
Online influencers, especially tech YouTubers, are undoubtedly the key opinion leaders in the field of mobile apps and technology these days.
Nothing would be more beneficial for your new app, if you are able to strike a deal with a popular Youtuber to talk about it, in his next video.
There are two main reasons for this:
Firstly you would be able to leverage the massive following that these YouTubers have, something that is difficult to achieve immediately, with your marketing operations.
Secondly, it’s not only your app’s reach that increases multiple times, but there is a strong and positive perception that these YouTubers can instill in the minds of your consumer regarding the authenticity and usefulness of your app. This, in turn, can significantly boost your lead conversions (app downloads).
The longevity of your app is something that predominantly depends on your app’s core idea and the quality of updates you can provide to your users over the life of your app, but a new and innovative idea is futile if your customers have no initial inclination towards downloading your app in the first place.
That is the reason; you should design an extensive marketing plan and give first priority to the above-mentioned factors in the plan.
Author Bio- Hi There, I am Shaun Williams, a content writer with Goodfirms, a research platform for Cloud Computing and Translation services companies, among many others. I enjoy communicating ideas and knowledge creatively and also ensure that the readers never suffer from boredom while reading my posts.