Mobile App Marketing: How To Launch Mobile Apps
By: Growth Kolony
Developing a successful mobile app is not cheap.
The cost to develop an average app can range from anywhere as low as $5K to all the way up to $150K if you’re looking at something complicated with lots of features or content included.
Whatever the range that you find yourself in, all of your efforts can go all to waste if you fail to launch without a mobile app marketing strategy.
So without further adieu, below we highlight a step-by-step process on how to launch your mobile app.
Let’s get right into it!
Mobile App Marketing Tip 1: Market Research
If we take into consideration the statistics that go back to January 2020, we can see that there were almost 2 million mobile applications available on the App Store.
Take into consideration that this number does not even include Windows apps and Android apps.
To translate this, you would need to do extensive market research before you plunge into the world of mobile applications because competition is fierce.
Find out what will make your app stand out from the crowd.
Get yourself familiarized with what might become your best competitors in the field, search for their shortcomings and use that information to make your app better.
When relying on your budget, you can check whether you will only do primary research on prospect users, or you will include secondary research as well (this can give you plenty of insights).
Check out all the reviews and comments on competitor apps, the vlogs on YouTube, and anything you may find useful online.
Mobile App Marketing Tip 2: Definition Of Success
So, you want to know how to create a successful application?
Then you need to define what success means to you.
Before launching, set some achievable goals.
You can easily measure your success rate based on your active install rate.
This is how you can find out the retention rate and the number of people that install the app and keep it, without ever uninstalling it.
You can furthermore check your average ratings, whether you are selling your application, the revenue you have generated, the entire number of ratings that you receive, etc.
If you are interested in setting some small goals, remember that the biggest download rate when promoting a new app usually happens during the first month (about 50%).
That decreases in the following months to about 30%.
What you also need to focus on is the rating, keeping in mind that the usual ratings for an app are about 3 to 4 out of 5.
This is what you need to focus on in order to maintain a healthy rate of installs.
Mobile App Marketing Tip 3: Know Cross Browsers And Platforms
Expanding your reach means that it is not enough to have to launch on only one platform, but rather all of them.
Taking into consideration the latest numbers from January 2020, the market shares between the operating systems have been divided as such – 74.3% for Android, 26.7% for iOS, and the remaining 2% divided between various operating systems.
In the long run, the development of cross-platforms would result in a wider reach and is considered to be a more cost-effective option.
To do this, you can use any top-rated Integrated Development Environment (IDE) software.
This can assist you in advancing the development of your app by creating web browser versions of your mobile app, giving your users the freedom to use your app from whichever device they wish.
Mobile App Marketing Tip 4: Claim Your Social Media Accounts
Just before launching your app, you would want to claim your accounts all over social media so you can create buzz and generate interest on things such as an early sign-up.
Sometimes you can show the app while it is still in development so you can receive some feedback from potential users.
And once the application is complete, change the link to get you to the downloading site because, after all, you are looking for more downloads, not more site traffic.
Unless you are trying to beat an existing competitor, don’t dismiss sites such as Pinterest, use them to your advantage.
The Facebook Welcome App is also another tool that can assist you in launching your app.
Just make sure to focus on generating some buzz and get people to sign up for a notification for when the app launches, so they can be the first ones to download.
Mobile App Marketing Tip 5: Content Creation
Prior to launching, spend some more time focusing on creating content that provides clear steps on how to use the app.
Anything from social media content, press releases, blog posts, email marketing copy and website copy should be included here.
You should be engaged in this part in terms of providing real-time updates and responding to recommendations from users.
You can even go live on the day of your launch.
Mobile App Marketing Tip 6: Record A Demo
If you want to take things a step further, then you should definitely record a video that explains how to use your app.
There is a program called Camtasia that can easily help you do this – it allows voiceover recording and screen capture.
Make sure to use some real-life scenarios in order to best describe how to use the app.
If you are certain you want to differentiate your app from everything else there is on the market, then implement some clear steps.
Use clear language and display the true value of your app through a short video.
Emphasize who the app is created for and all the uses of the app.
Mobile Marketing Tip 7: Launch A Dedicated Page Or Site
Why not start by creating a dedicated website for your new mobile app?
This is a very logical step to take.
Or even, you can create a page for your mobile app on your existing website.
This is by far the best option if you have an existing website, as most companies tend to take this road.
Feel free to launch the pages even if your app has not yet been introduced to the market.
This way you can help your users engage, add the demo video to help them better understand the usage of the app, encourage them to sign up for an alert when the app finally hits the market, and just generally direct them to your site and get them talking about it.
Mobile Marketing Tip 8: Decide On An App Store
In order to get the higher concentration possible when it comes to users, and get the most out of the ratings, you would want to focus on launching your application to just one app store.
Of course, within the first couple of weeks right after your launch, you will still be making some necessary changes, and having your app available in only one store can actually be of much help.
This is how you will be able to streamline all of your updates as they come out.
Needless to say if after your app is stable and running smoothly, you can continue to expand to other stores.
Two of the most common app stores out there are the Apple App Store and the Android Market, however, you can find many other app stores on the world wide web.
If you are a bit uncertain regarding your choice, you can always do a test run by testing your target market and finding out which store they mostly use.
Mobile Marketing Tip 9: Get Discovered, Optimize Your App Store
Anyone can easily confuse SEO and ASO, but keep in mind that these two terms are very different yet similar.
If you want to get your app discovered, then you will need to use the ASO, which is app store optimization.
Similar to SEO for online search engines, this is how your app will be easily discovered on mobile app stores.
The best way to do this is through optimizing the title of your app with relevant keywords.
Furthermore, when you are submitting the app to all of these different stores, be careful in the steps and add all the relevant info you need, so when users are browsing for an app, you will increase your chances of getting discovered and have your app downloaded.
Second thing would be clear screenshots.
Showcase the most common uses of your application and include them into the download page.
There is no such thing as enough clarity when it comes to presenting a new app on the market.
Just explain to your users how to get the most out of using your application.
Mobile Marketing Tip 10: Network With Some Other App Developers
This is something that might have not even crossed your mind yet, but it is always a good option to reach out to other developers of applications that have already created some apps that could even complement your app.
You can even talk to some developers that have created apps similar to yours, and have an overlapping target market.
Try setting up a co-marketing community that can not only benefit you, but can assist them too in getting some serious install rates.
Keep in mind when making the choice that you want developers that have created apps with great reviews. What you definitely want to avoid is having your app associated with a product that did not go well on the market.
Mobile Marketing Tip 11: Pitch Your App
Whether it comes to tech, industry, journalists, mobile, or even bloggers, the thing you should also put your focus on is to promote, promote, promote!
Get your story pitched with the assistance of the demo video we talked about earlier, be prepared to offer a free download of your app in order to get them familiarized with the interface and the abilities of your app.
Be prepared to answer any and all questions that come your way, because you should be looking at them as another test group that can discover any bugs or offer software recommendations.
Just so you can give them enough time to play with the app, start pitching a few weeks before officially launching the app.
Do not rush and delve into your story.
Give them some time and get all of the feedback into one place where you can benefit from it.
Mobile Marketing Tip 12: Create Buzz, Tap Into Your Network
Reach out to everyone within your business network who is able to assist you.
Ask them if they can share your content – regarding your app’s launch – on their social media accounts.
The best way to do this would be to send an email that would pose as a preview.
Give them a small insight of what they should expect from your app.
Get them to see your demo video of how the app works and include some buttons that provide an easy way to share your content to other social media channels.
In addition to this, it is an excellent way to have journalists and bloggers engaged, who are not necessarily much interested in publishing long-form content for your app.
But, ask them to tweet about your app, sometimes that can be more than enough.
Mobile Marketing Tip 13: Paid Ads Can Go A Long Way
Google has an algorithm that has a freshness update.
This means that you can get some organic search traction during your mobile app launch.
You can complement paid ads, which will work well, especially in your launch week.
Launch targeted ads on Facebook and prompt your potential users with a download link as soon as they click on your Facebook page.
Make sure you are redirecting the people to your app and to the download page so they can easily install the app on their phones.
Create a specific approach depending on what services your app provides.
You can even have some ads that lead the user straight to the downloading page.
Use them all or if you’re limited, the best most relevant paid ads platform.
Mobile Marketing Tip 14: Connect With Thought Leaders And Influencers
Despite the industry of influencers has only just begun, we are accentuating this step because it is considered crucial, if you definitely want to spread the word for your app.
Do your research on influencers, leaders, bloggers, and content creators that you would think can help you in initializing some buzz for your app.
Choose the people that you seem they would get the most out of using your app. After all, they have to try the product first before advertising it and they have to feel comfortable recommending it.
Let’s give you a small example.
If you are launching an app that promotes weight loss, talk to different influencers that dabble with a healthy lifestyle.
Find bloggers that hit the gym every day and content creators that focus on calorie deficit content.
Mobile Marketing Tip 15: Launch An Invite-Only Beta
Before sharing your app with the general public, try to organize a Beta that is invite-only.
Plenty of different companies including Pinterest, Spotify and Google+ have used this particular tactic and it has resulted in incredible success.
It would not only build up a buzz around your product, but it will also give the feeling of being a part of something exclusive.
You can use some email marketing in order to send a segment of your customer list that actually benefits from using your app.
Make sure to get your phrasing right, the beta launch that everyone needs to be a part of.
The event would give them an exclusive insight into the mobile app, the opportunity to chat with the creators and for them to review the app.
Mobile Marketing Tip 16: Partner With Affiliates
If you want to take up a partnership and go a step further, then why not try to create an affiliate program so you can encourage the purchase and the download of your app.
Make sure you know your audience and your partners too.
Collaborate with some social media followers or media contacts, whatever gets you across the finish line!
Provide your partners with an exclusive link that tracks the number of downloads, and make sure they receive a small award for each download that happens through the link you provided them.
Mobile Marketing Tip 17: Add Download Links EVERYWHERE
Add call-to-action links that prompt users to download your app everywhere possible – just make sure the placement makes sense.
When your app is ready for the public, this is one of the most important steps that you absolutely have to make.
Remember, that you want to put the download links on the home page of the website, include them in your marketing emails, include them on your social media accounts, you can include them on your blog too!
If you want to go a step further, open your Facebook page and add a mobile tab there as well.
Mobile Marketing Tip 18: Prepare A Launch Party
And finally, the launch party your app deserves!
It really does not have to be something big, maybe focus on a small, intimate launch party through a simple webinar.
Make a short launch where you can invite some bloggers, influencers, and people who are generally very interested in the app.
You can announce some special perks or discounts to the attendees that would download the app and share a downloading link with their followers.
Mobile Marketing Tip 19: Encourage Reviews And Overlook Feedback
Believe it or not: the fun does not stop right after the launch.
On the contrary, it is just beginning.
Make sure you strongly encourage all of your users to leave feedback and reviews.
You’ll learn the most from your most critical users.
Also, this is a way to keep all of your users in the loop for any changes that you may or may not implement further down the road.
Mobile Marketing Tip 20: Discover All Potential Integrations
An average smartphone contains about 60 to 90 applications.
And there are some that are integrated, for example, Facebook, Instagram, Pinterest, Health App, calorie and fitness trackers etc.
It is proven that application integration is actually a very user-friendly feature and more and more apps are being integrated.
Users want to seamlessly switch from one app to the next and this is a perfect way to do it.
Try to strike up a partnership with a company that you can collaborate with, where you have a similar goal.
You will be surprised by how many more downloads you will get after a collaboration with the right company.
Mobile Marketing Tip 21: Release A Log With An App Update
Users value transparency.
If you can solve a problem in a user’s life and also offer transparency then you are golden.
One of the best ways where you can provide transparency to all of your users is to provide a log with all of the changes that would eventually happen within the application.
The log filled with updates is the best way to start.
This is also beneficial to you because you can see how many users have waited for certain updates and their activity afterward.
Implement push notifications and pop-ups for your users when adding or changing specific features within the app.
You can even have some fun with it as well.
Mobile Marketing Tip 22: Feature A Hub For “Wish List” And “Coming Soon”
Users want to be heard.
If you want to make sure that your customers know they are being taken care of and heard, create a wish list or a list of features that will be coming soon to the app.
Keeping users updated with all of the features that are yet to arrive on the app is a perfect way to maintain a steady download number.
You can have a feedback button or a request button where people will not only leave their reviews but will also ask for updates and have their questions answered.
This is a perfect way to have them stay on board and continue using your app.
Make the difference they are looking for in other apps and make it more accessible and easy to use on yours – they will definitely love this feature.
And there you have it, friends!
22 mobile app marketing tips that’ll help you take your app from zero to hero.
After research and development, expansion is critical.
Use all your connections, relevant platforms, browsers, and tools while discovering new ones that’ll help you maximize your reach.
From there you’ll want to get feedback so that you can improve your product and level up yourself from the competition.