Guide to Marketing your mobile application

May 31, 2014 Published by:

Developer’s role does not end on developing and deploying the apps to their respective app stores. In fact, the actual effort starts once the app is live on the store. Now is the testing time where you need real people to download, install and use your app. Without users using your app and posting their feedback you never know whether your development effort was worth it.
There are around two million apps available on various mobile app stores like iTunes, GooglePlay, Blackberry App Store, Windows Marketplace and others. Each app is developed with an aim to best serve the user needs in different verticals and get accolades by being helpful or intuitive or intriguing or entertaining etc. as the case may be. With such a challenge, it’s very difficult to say if, your application will survive and perform as per your expectation in market after deployment?
For an App to be successful, a well laid our marketing plan is very useful. Below are few points that can lead to a successful marketing plan:

– A sales pitch

Developing a good idea is never enough as one needs to create an effective sales pitch for your app. The sales pitch has to be based on the targeted market for your app, age group and geographic location. On the basis of these factors, a sales pitch and marketing strategy should be made. A sales pitch that sounds appealing enough for the targeted group of people should then be used effectively in Social or Advertisement medium.

– Store Description

It’s often noticed that applications have lengthy descriptions which becomes quite troublesome for users to read and understand. Most users either move on by reading a few lines and misunderstanding or just install without knowing how to use your App. This skip in reading long app description is a leading cause in Bad Comments, Low Downloads or High Bounce ratio. To overcome this, be more precise and short in description; try explaining the features using the Screen Shot Images instead as visual medium is always more effective. Last but not least use precise keywords as punches that should be helpful for users to understand and know your app features easily.

Social Media:

Maintain your strong social media presence on Facebook, Google+, Twitter, Instagram, Pininterest etc. Be conversational and approachable to the user community. Get engaged with users, talk to them as colleagues, and reply to their queries promptly. Encourage users to share their experience with your app and if they are positive ask them to spread the word in their circles. Ask them for suggestions of how you can improve your app with new features and also reprogram current features. The users will feel indulged in your app and give you positive response.

– How-to video:

Create a video illustrating the functionality of your app with a step-by step guide and voice-over. Post the video on videos channels like YouTube, Vimeo, Metacafe etc. This will ensure your application gets referenced to first time users. The video will also ensure you don’t have frustrated users as they can see how to use the app beforehand and thus not have any functional anxiety. The video should be small and more focused on apps unique features then basic and elongated that every user knows.

– A Website:

Build a supportive website for your app with effective marketing strategy. The website should be as unique as your app. The web site should have detailed description and answers to most normal queries an eager user may have. The web site will also act as a tool to promote your app, but provided you have the basics well covered. A Few elements your website should have are:

  1. Good metadata – The web site metadata should be sound and elaborative. Good Metadata will ensure you have direct visitors from Google Organic search.
  2. App Images- Add attractive visuals and graphics that help users to understand the application usability.
  3. App store links – App store links of your application should be large Call-to-Action buttons so a user is easily able to identify them to visit the App store. You can also place QR codes on your web site, using which the user can directly go to the web store using their mobile QR Code reader. It’s efficient and smart.
  4. FAQ – Always have a detailed FAQ section, so a user can easily identify potential answers to common usability concerns they may have. FAQ section should be always evolving and as detailed as possible. This will help garner more users to use your application- most out of curiosity!
  5. Support & Feedback- Add support and Feedback form with email address, so users can connect directly with you and get necessary clarifications.

A big launch:
If you have the budget; than plan a big launch covered by the Media and Press.
Else send newsletters as a pre-launch post to everyone making them aware as to some unique and useful app is coming their way.

As a conclusion, no specific strategy leads to success of your app, unless you put in the little extra effort of spreading the word and adopting a multi fanged marketing strategy. Every App has its own unique market so harness the best of your resources to reach out to it. Adopting the right direction will lead you to a fruitful result.