2018 is the year of the outbreak of the apps. As Google is taking into account information from mobile applications in its search results, more and more brands are getting on the bandwagon of creating their own application. So that your brand can benefit from this trend, you not only need to create the best possible application, you also have to know how to attract and maintain the attention of the potential audience of your app so that they become loyal users. For all this, today this article is aimed at sharing with you the basic guide to create an app marketing strategy.
Mobile applications developed by app developers allow you to create and maintain a relationship with the customer. It is the best loyalty tool, creating a valuable interaction that positions the brand and offers, at the same time, an image of innovation. It allows making special offers to customers, obtaining their opinion, facilitating their purchase both online and physically and motivating their recommendation to other potential customers on social networks such as Facebook and Twitter.
If you create a fantastic application, the users will come by themselves ... right? Error! Although word of mouth marketing is a fantastic channel, you cannot bet on it alone. The applications sector is extremely competitive and just like you; there are a lot of developers launching mobile apps every day. Without a good marketing app strategy, the most likely thing is that your application goes unnoticed among the million plus applications in the Google Play Store for almost every category.
Recently, Apple has introduced a "Best New Updates" section that will improve the chances of users discovering an app after the initial release. Although this is good news for developers, you still need to have a solid marketing and distribution strategy so that your application reaches consumers and is sustainable in the long term. In short, you need to find a balance between the resources dedicated to the development process and the marketing of your application.
An effective marketing app strategy starts long before launch ... in fact; you can start 6 to 8 months before. In this phase, what you're looking for is creating excitement and developing a base of users interested in your mobile application. Here are some ideas to get it:
• Create a landing page. You do not need to design an entire web for your application before launching it, but you have a "base of operations" from which to explain to users what your app consists of, attract their interest and convince them to leave their information to inform them of the news. In other words, you need a landing page. Bet on the visual elements to make it as attractive as possible.
• Make profiles for your app on the main social networks. You can add Facebook, Twitter, YouTube and Instagram buttons on the landing page itself. Use these social networks to fuel suspense, organize small contests and offer promotions in advance. Here you must be strategic with your content to maintain interest and attention during the months leading up to the launch.
• It involves the users in the development. Inform your potential users of the existence of your app as soon as possible and imply them in the development of it from the beginning. The idea is to gradually create your own community of beta testers. Not only will they give you invaluable feedback, they'll also become your most real fans.
• Launch a pre-release press release. Press releases are still an effective way to attract media attention. To distinguish yourself from the competition, try writing a pre-release press release that focuses on what your application can do but on why.
• Publish trailers and sneak peeks. Videos are one of the most viral content, and rightly so. Arouse interest in your app with videos that allow you to have a look at how the app works, the concept, the user interface ...
Your app is already on the market: congratulations! If you followed the previous step, the user base you created before the launch will have served to give you a good initial push. Now the challenge for your marketing app strategy is to maintain and grow your user base over time.
• Take care of the first impression. The retention ratio of an app depends on many factors, but the first impression is fundamental. Getting a user to install your app is only half the battle. The first seconds after opening it for the first time will decide if it becomes a fan or if it clears it and looks for another option in App Store.
• Communicate with your users. According to a recent Google study, the main reasons why users delete applications are lack of interest, changes in usage habits or, simply that they are no longer useful. To avoid them, keep in touch with your users to know their preferences.
• Launches news constantly. When you launch your application for the first time, limit yourself to the most basic version. Save yourself a series of functionalities already developed in the manga and go launching them, one by one, with each update. In this way you will always have something new to offer your users.
• Speed is essential. A slow and hanging application is a sure way to win the enmity of the users. The average user of mobile applications does not spend more than a minute on an app that has this type of problem. Instead of overloading your app with content, focus on making it fast.
• Use the in-app analytics In-app analytics let you see everything you need to know about users and how they behave. Who is downloading your application? How long and how often do you use it? Are you making purchases within the app? All this information is vital, so keep it controlled with tools like Flurry Analytics , Google Mobile App Analytics , Appsee and Mixpanel .
• Take advantage of social networks. Finally, keep using the social networks you created before launch to maintain interest in your app and inform your users of the news.
Advertising on social networks is also a great option: for example, Twitter Ads offers solutions specially designed to promote applications. Goodluck!