So you’ve invested in building an iPhone, Android or Blackberry app. Now it’s time to drive adoption of the app, so you can justify the investment. Try following these seven marketing tips to get your customers to download, install and use your app.
Create a unique app. One of the easiest ways to shine in the store is to create a unique app. Your app will stand out if you are the first app in your category of product or you reinvent an existing category.
Spend time on your submission. Provide snappy descriptions that zero in on the key selling points of your app. Be thoughtful about your messaging and keywords as they will help your app get found.
Design a great website. Your app should have its own online and mobile website showing the app in action and communicating its key features and benefits. Make the website interesting as it will serve as a point of reference, a destination to send users and potential users.
Make it social. Getting people to talk about your app is critical for success. Make the conversation about your app easy and engaging so people will want to share it on Facebook or Tweet about it. The more people talk, the more visibility your app will get, which will translate into sales.
PR is important. Develop a PR campaign for your launch as news stories can create a big spike in downloads. Create a press release that plays to your strengths and highlights amusing or beneficial reasons why people would use your app. Your app should be easy to write about and provide access to icons, screenshots and videos. Dispense promo codes readily as they are a surefire way to put your app in the hands of the media. You’ll want to reach out to relevant consumer and trade publications and invite relevant blogs to give some promo codes away for free in a raffle. Review blogs and tech websites are an important part of the eco-system, the traffic and buzz they generate are worth pursuing.
Mobile advertising works. In-app advertising can be one of the most successful vehicles to drive app-downloads. If you have a premium app, you’ll want to begin by determining your target cost per acquisition. For example, if you are charging $5.00 for your app and your cost per acquisition is $2.00, your profit is $3.00 per app. For free apps, you may want to invest in a pay per download program.
Choose an ad network that allows you to target by keyword, context, demographics, mobile handset, mobile carrier location and publisher. You can use an array of text, banners, rich media and video ad units to maximize the moment and attract the right consumers to your app. Targeted ads lead to higher CTRs, more downloads, and more revenue for you. Review your performance reports, so you can optimize your campaigns in real-time.
Invest in your launch. Marketing and promotion of your app the first few weeks around your launch is critical to build awareness and drive downloads of your app. When you launch, make it big. Following are some tactics that have proven effective:
- Send out an email, text message and hit all social media
- Launch a mobile advertising campaign targeted to relevant audiences
- Send out a press release , write up blog posts and inform your network
- Try to be a featured app in the store
- Give out promo codes on Twitter and in the blogosphere
- Run contests and give away prizes related to your app
- Analytics are key to understanding your users including what features they are using and what messages and channels they are responding to.
Now to review, with mobile applications, do not fall into the “build it and they will come” situation. To succeed, you’ll need to put as much effort into marketing as you do into development.
App~Promo is a full service marketing, advertising and PR agency specializing in the promotion of mobile apps. We work closely with our clients to develop consumer insights, build marketing and promotion plans, acquire more customers and drive app downloads. Our clients include companies such as Upstream Systems, Sympatico, Zeebu Mobile, Bazaar Labs, Sony Music and Island Def Jam. For more information, visit www.app-promo.com.
