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5 Marketing Strategies Every New Mobile App Developers Should Consider

Published on 16 August 17
There are already millions out there. Whatever category your forthcoming app belongs to, it is only going to be another app in the pile of apps already there. Every one of these apps is doing their best to become more easily discoverable. Each app is groping for more footfalls in the apps store and more download. So, what special can you do to beat this brimming competition just when your app is ready to arrive on the market?

Let us introduce here five marketing strategy every new developer should consider.

Mind the launch time

When it comes to launching, every mobile app development company should give it some serious thought. The app is ready for launch any day, that's a known expression when an app is finished after development. But literally you cannot launch an app just any day if you want to make the launch event play significant role in giving its the first marketing push. There are several considerations in regard to launch time.

First of all, if you can launch the app at the spur of the moment when a big event of your niche is underway, your app can get unprecedented marketing mileage as most of your target audience might be searching for keywords in your niche. To help this strategy further you can also launch immediate post launch campaign targeting those special event keywords.

As for regular launch, never opt for weekend except for a few niche like travel, food etc. For most app niches weekend launch just do not work as people might completely skip searching any app. Monday or any business day just following a holiday remains too much hectic and users normally do not have time for things like a new app except when it's absolutely necessary. It's better to opt for Tuesday or Wednesday for regular app launch date.

A loud pre-launch buzz

When your app is out in the market, you are in the middle of a race. In case you appeared there without preparation, the staggering competition will leave your app literally in the forgettable lurch. So, your app needs to appear in the marketplace with a solid preparation, if you really want to see your acquisition numbers moving in positive direction. A pre launch campaign is mostly about creating loud buzz about your app so that you have an audience expectantly looking forward to your app.

Consider planning a launch date long before the app is out and accordingly put together all your pre-launch campaigns together. Launch a dedicated single page website for the app with a focus on publishing contents related to your niche. Apart from that have a Facebook page for your app coupled up with other social accounts for promoting and publishing contents related to your app niche. Publish introductory video about your app in social channels including YouTube. Engage into conversation with your target audience frequently and seek suggestions and advice from them.

Focus on app onboarding

The first impression is the last impression, this proverbial statement holds more truth for the extremely attention lacking, frantic and restless web and app world than anything else. When the user lands on your app, the initial few seconds will be decisive for them to hold on and get engaged. Do you know, only 55% of users continue using apps after the initial first week of use? So, an app needs to come up with a quality onboarding experience to help people learn using the app and stay on board.

What does an onboarding experience mean for app users? Well, it can be different as per app niches but few aspects remain the same. First of all, for an app with a lot of inventory and contents to access, it would be wise to guide the first time user about navigating through the app. More visual and intuitive a way you can guide the user the better a result you can ensure. Secondly, the onboarding experience should quickly tell users about the uniqueness of the brand and what it has in store for the users. You can also use push notifications for new users who left in the middle of their first onboarding moment.

Learn from creative campaigns

These days many app marketing campaigns showcase brilliant and creative ideas for marketing the apps. Many of these ideas are truly revolutionary and pathbreaking and most of them garnered huge responses from their audience. Creativity in marketing campaign may not be something ready to learn but at least, such campaigns can help unlocking new ideas.

Some of the creative marketing campaigns that have been unleashed in the recent years include exceptional ideas like cross selling services and products through partnering apps, location based marketing that can be opted in and out anytime, contextual campaign based user interface, SMS based campaign for both operational as well as marketing use, paid search campaign for generating quick traffic, incorporating smart tag of the new app with existing products and many more.

HBO’s True Blood Series campaign is an example of launching an user interface based on the promotional target of the campaign. Similarly, the post-Haiti earthquake relief fund gathering campaign with SMS being used for operational as well as propagating purposes has gained massive responses worldwide.

A marriage of PPI and organic campaign

You are probably thinking how to build the first bounty of download numbers for your app. Yes, starting with a decent download numbers is important as such numbers are representative of your popularity and success and users generally prefer to go for apps that already has a popularity score. To make up the initial numbers of download paid campaigns like Pay Per Install (PPI) can be highly effective.

But while this gives you the initial air pressure to propel forward, this is not going to give your app any source of revenue. With such campaign you can start but from the time your app entered development lab, you should have a plan to garner organic download numbers as and when the app is launched. For a business this can be done by sensitising it's existing customers about the benefit of using the app, focusing on peer downloads, App Store Optimisation, media ads, partnering with other apps and by running online promotional campaigns.

To conclude, we must advise app publishers and developers to avail some time tested measures for reaching their audience early and marketing their apps. Reaching industry influencers for reviewing their apps is still one of the most important ways you can promote your app.

This blog is listed under Development & Implementations , Mobility and E-Commerce Community

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