Whether you’re a business owner who has ventured into the digital realm with a custom app for your enterprise, or a solo developer who has transformed an idea into the app of your dreams, completing the development of an app is no small feat. Your dedication and hard work have turned a concept into a tangible product, ready to make its mark in the app world.
The next critical phase is marketing and ensuring your app doesn’t just launch but soars. This phase is equally, if not more, vital. It’s about making sure your app reaches its intended audience, resonates with users, and stands out in the highly competitive digital marketplace. Here, we’ll guide you through the first five essential steps to kickstart your app marketing journey.
1. Make Sure You Understand Your Target Audience.
Very likely (and hopefully!) this is something you did during the course of developing and testing your app, but if not, it’s worth a pause before starting any advertising to make sure you truly understand your target audience. This knowledge will form the backbone of all your marketing efforts. Knowing your audience ensures that your marketing messages resonate with the people who are most likely to use and benefit from your app. It’s not just about reaching a wide audience but about reaching the right audience.
A well-defined target audience can guide every aspect of your marketing strategy—from the tone of your messaging and the aesthetics of your advertisements to the channels you choose for promotion. This precision not only maximizes the impact of your marketing efforts but also optimizes your budget, ensuring that resources are channelled effectively.
2. Define your Unique Value Proposition.
Your Unique Value Proposition (UVP) is essentially your app’s promise to its users. It’s a clear statement that describes the benefits of your app, how it solves users’ problems, and what distinguishes it from the competition. In a marketplace crowded with apps, your UVP is what catches a user’s attention and convinces them to download and engage with your app.
The UVP is critical because it encapsulates the essence of your app in a few compelling sentences. It’s not just about the features your app offers, but about the value these features bring to users’ lives. A strong UVP helps in creating a memorable brand, attracting and retaining users, and driving marketing and design decisions.
When it comes time to define your UVP, actually write it down. It may sound silly, but even if you simply scrawl it on a post-it note and add it to the corner of your monitor as you take the next steps, it can make all the difference in guiding you in the right directions.
3. Choose The Right Marketing Channels.
Choosing the right marketing channels is also pivotal in ensuring that your app reaches its intended audience effectively. The selection of these channels should be based on a thorough understanding of where your target audience spends their time and how they prefer to learn about new apps. Additionally, the nature of your app – whether it’s a B2B solution, a lifestyle app, a game, or a health and fitness tool – greatly influences the choice of marketing channels.
The right channels will amplify your message and maximize the impact of your marketing efforts. Conversely, the wrong channels can lead to wasted resources and a message that falls on deaf ears. It’s not just about being everywhere; it’s about being where it matters.
And, honestly, here is where it’s best to bring in the pros. Many marketing agencies offer free discovery sessions that can guide you in the right direction and possibly steer you toward marketing solutions you hadn’t considered before. Often a digital marketing agency can plan excellent cross-channel marketing for you, as well, so you will get the most benefit for your budget.
4. Establish Your Online Presence.
If you haven’t already, now is the time to establish your online presence. For example, you should invest in a well-designed website for your app that can act as a central information hub. You can also use your site to showcase its features, benefits, and user testimonials. A well-optimized website not only provides credibility but also serves as a crucial point of conversion for potential users.
Social media is also a powerful tool in building your brand presence and engaging with your audience. Platforms like Facebook, Twitter, Instagram, and LinkedIn provide opportunities to interact directly with users, gather feedback, and build a community around your app. Regular posting, responding to comments, and sharing relevant content can keep your audience engaged and interested in your app.
5. Create A Detailed Launch Plan.
Creating a buzz before your app hits the market is essential to capture the attention of potential users and industry influencers. Pre-launch strategies involve building anticipation and excitement about what’s coming. This can be achieved through teaser campaigns on social media, email newsletters to your subscriber list, and engaging with online communities related to your app’s niche. Consider also reaching out to bloggers and journalists for feature articles or interviews about your upcoming app, which can help build credibility and interest.
Again, coordinate with your marketing agency on how to get the message out to prime your audience. In some cases, depending on platform, the greater the response your advertising gets, the more it will encourage the algorithm to show your ad when you’ve set up audience targeting.
Lift Off!
Launch day is your moment to shine! Make sure that you and your team are ready to engage with your audience not just before launch, but during and after. Consider social media, live streams, or webinars to discuss your app’s features and answer questions in real time. And, be sure your website and app store listings are optimized to handle increased traffic and interest. Not many go viral with their first app, though best to be prepared!
