The app store has thousands of apps, and many more are added each day. There are many different ways of promoting a new mobile app, so we’ve summed up eight effective ones, both free and paid.
It’s important to state from the beginning that we assume you’ve got a great distinctive mobile app in mind, because you can promote a product all you want, if it fails to deliver value to target users, all your effort will be wasted.
Also, creating something that already exists, it’s not a good idea. You can avoid this by properly analyzing the current app market. Mobile is a potent revenue-generating opportunity, but you’ve got to bring on the work.
You can turn this whole promoting process into an art – the art of being downloaded, let’s say – and we want to challenge you to do just that. So, here are some thoughts on how to exceptionally promote your new rock star mobile app. It might be tough work, but it can also be fun and rewarding.
Our eight ways list is by no means exhaustive, but it should give you some insights into the most important aspects you need to take care of in order to spread the word about your new app.
Some tips might seem obvious, but as they’re often neglected in publisher’s quest for fame and glory in such a competitive environment, they’re worth being reminded. So let’s see how you make sure your target audience will easily discover, download and use your app.
Before launching your new app
Seth Godin once said the less a name has to do with its category, the better. Maybe he’s right because it clearly increases the chances to come up with a memorable, unique one. Also, be sure it’s easy to spell and pronounce. Here are some great-named apps, from distinct categories, included in last year’s Business Insider list called The APP 100: The World’s Greatest Apps: Flipboard, Instapaper, Mint, Bloomberg, Zipcar, Waze.
Once you’ve got the name, choose the most relevant category for your new app. Ideally, check out the competitors and ask yourself: how can I come out with a unique feature that delivers a different core experience in this category? Can you compete with the reach and marketing budget of the most successful apps in that specific category?
Users love intuitive and beautifully crafted experiences when using apps. Your app icon is usually the first contact users have with the product, and it determines their assumptions about the experience. Focus on this: what will distinguish your app icon from the rest?
Your app landing page should be straightforward, informative and visually appealing. Make sure your visitors will instantly know they have landed in the right place, focus on simple, clear information and make people curious by introducing some emotional, lifestyle design elements.
Golden rule: write in a simple, actionable way: sum up your app purpose in the title and make sure you give users good reasons to download your app by clearly stating the features and benefit in the description. Do not underestimate the importance of copywriting, it’s the best way for people to decide if they want the app or not. Also, don’t forget people love stories: what’s the reason behind the app creation? What was the inspiration? What’s the aim? Also, remember to provide contact details.
Start the promotional campaign a few weeks before the app release. You need to create some pre-launch buzz. For example, the app called Analog Camera had a pretty interesting teaser video that offered some demos without revealing everything about the app or stating the release date. If you’re resourceful this can be a great way to generate hype and pique people’s interest.
After launching your new app
What does it take to get good media coverage? Review and tech sites are part of the app ecosystem, the traffic and buzz they generate are worth focusing on. Provide a free press package that is easily accessible and it includes informative material; also, consider a high quality version for the screenshots and the icon. Another way to get you app covered is by allowing key industry editors/bloggers/journalists/other influencers to have pre-release access to the app, providing a reason for authentic feedback. You really need a well-orchestrated media campaign.
Make your app valuable in order to be buzz-worthy. Getting users to talk about your product is imperative for success as exposure can easily translate into sales. Always remember: customer’s reviews are considered one of the most unbiased sources of information about a product.
If you have a high quality app and you can afford to pay for ads – TV, web, print, mobile – Google’s AdMob, Apple’s iAd, ValueClick’s Greystripe – do it, targeted advertising brings in users. Also, if you’ve got the budget, consider celebrity endorsements, it’s a certain way to generate buzz. There are plenty of mobile specialized agencies that can help you with this.
Social media is a huge marketing trend and it can be a great approach for promoting a mobile app. Pushing awareness and promoting availability via a great blog, Facebook page, Twitter account and other web social places can make your app be easily recognized and then adopted by users. Also, you need to truly connect with your community by taking their feedback, answering their questions and delivering valuable information.
Invest time, creativity and persistence and you’ll come up with the ideal marketing strategy.
Have you any other thoughts on how to promote a new app? Do share the brain candy on how to get the required exposure for an app in the cluttered app marketplace and create a flow of conversions (downloads). We’re always eager not only to discuss, but also to know different or more.
