Mobile applications are more than a trend – Marketing they offer a completely new form of engagement! But once the user discovers your app and installs it on his phone or tablet, that’s just half the battle won. Do remember, the first few minutes after the user gets the app on his device can clearly determine whether they are going to be active users or if they are going to immediately uninstall it and move to other options on the App Store.
The biggest pitfalls when it comes to mobile app marketing is – flaunting your app just like a desktop app, releasing it without any plan, and releasing an app which is almost like a mobile website! Fail.
Before we move on to the most common mistakes app developers make while marketing their app, let’s take a quick look at the tried and tested ways to market your app which would always guarantee successful results:
1) Social Media
Brilliant way to market your app to your potential customers. Facebook and Twitter are two great social networking sites that offer app-install ads. You can also try Foursquare as it offers the ability to create tips and these tips can be great boosters at promoting your app.
Try incorporating a tell-a-friend feature within your app.
2) Pre-Launch Promotion
Spread the buzz about your app prior to its launch. Contact bloggers and journalists who would write about things related to your app thus driving app engagements and mobile app installs. Before the launch conduct a thorough market research, do competitive analysis and also check out paid media efforts to identify cost-effective solutions; getting hold of a good PR team can also work wonders for your app launch.
3) Plan Multiple Releases
While releasing your app, don’t pack in all the features at once as the excitement will fade away after the app has been used multiple number of times. Design your app in such a way that with every update it will always have something new and exciting to offer the user. As your app progresses over time, the newer versions of it would boost sales even more.
4) Think About ASO
App Store Optimization, which is an SEO-related activity, is the process of improving the visibility of the app. The App Store industry is dominated by various platforms and it is important that you stay updated with important data related to improving your position within the Store.
Companies handling ASO related activity will make sure that all the information surrounding your app is well-structured and relevant.
These strategies mentioned above are all great approaches to gaining user retention, driving daily usage and getting users addicted to your app no doubt, but also remember – kindly do not deploy all of them at once! Also ensure that your users attain a delightful mobile app onboarding experience. Maintaining a systematic back-up of plans keeping an open mind to experimenting always helps as some plans may work and some might miserable fail.
Earlier, marketing just meant advertising your brand on print, TV and radio jingles; and the content looked and stayed the same through all these mediums. But the advent of smartphones and the digital era have changed things completely – consumers can get in touch with your brand through more channels. In other words, you can no longer afford to zero in only on one element of your marketing and leave out the rest.
Below are 5 most common mistakes mobile app marketers make regularly and a few helpful suggestions on how to tackle them. Read on.
Mistake 1: No Content Strategy (Or A Terribly Boring One)
Content marketing is not the only way to receive organic traffic. Strategic content marketing will always deliver the right organic traffic you want and need. As David Meerman Scott says, “On the web, you are whatever you publish”, and your content is the face of your brand. So, if you do not have a systematic digital content strategy, you are in trouble!
We understand that the biggest hurdle faced by your industry is not having a content plan or just the lack of inspiration (who is going to read my content, my industry is so boring) or the most common one – lack of resources to publish.
Worry not, you don’t always need a great group of writers to develop the next best content strategy – what you really should work on is a focused commitment to provide your future prospects and app users content which they wouldn’t look for elsewhere. It’s all about connectivity.
Mistake 2: Need For Speed
Speed kills but when it comes to app marketing, the faster the better. If your app takes a little longer than 3 seconds to load, 50% of your users are going to switch to the next best option. And the problems don’t stop there – slow apps would always attain a lower search ranking, which means your prospective users might never even find you even if you have a great strategy planned ahead.
Mistake 3: Blowing Your Own Trumpet, Much?
Nobody likes a showoff. Don’t you just hate it when at a social event, a fellow guest brags too much about their achievements, hobbies and life without communicating with the other members of the group. Sounds familiar? Yes, this applies to mobile app marketing too!
Most of the app marketers think that users want to hear all about their brand non-stop: NO! The best brands out there share 70-80% of their content with their audiences that provides a solution or motivates that user – the remaining 20-30% is about the positives of their brand and why you should switch to it.
Mistake 4: Mobile App vs Mobile Website
Both mobile applications and mobile websites allows users to find and get access to your brand from devices they use the most, but having a mobile website and a mobile application are not the same thing. Your app is not a desktop app, don’t pretend it is. Your users are going to use your app on their smartphones and tablets, so you should market it on that itself. So how do you do it?
Mistake 5: Let’s Talk About Privacy
Mobile app users, especially in the US, are extremely concerned when it comes to privacy. When you are working on your app marketing strategy, ensure that your mobile marketing technology strictly follows all the industry regulations and best practices for collecting, using and securing personal data of the users.