Eight Key Principles of Successful App Marketing

Tips on Marketing your Blog App

App developers have to market their products just like everyone else, but not all apps are launched as professionally as they could be. There’s not necessarily an overlap between coding prowess and marketing skill, and this results in some great products failing to gain the following they deserve.

By following these tips, any app developer should be able to launch without major disasters. With the right blend of presentation, content and marketing savvy, you can set your app off on the journey to success. Here’s how.

Create A Memorable Icon That Sums Up Your App

In the world of apps, icons are as important as company logos or the names of music bands. They are the first thing that potential customers see when they get to know your app. In fact, to some extent, having a beautifully designed icon can entice customers to click on your app when they are wavering between different products.

What makes a good app icon? Well, it often relates to what your app does. Travel apps tend to include things like planes, automobiles or palm trees, while sports apps include golf clubs or footballs. Try to find an image that sums up what your app does, but don’t be obsessive about it. If you rely on logo-based branding, just integrating your logo into the icon will make more sense.

App icons are almost always distinct and clear, without too much clutter. That way, users can recognize your logo during their browsing. Eventually, they may be intrigued enough to make a purchase, but if your icon is fuzzy, their attention will probably go elsewhere.

Show Off Your App’s Capabilities With The Right Screenshots

Screenshots are just as vital as the right icon. When people click through to your app’s page, they want to see it in action. They want to see clear, easy to use interfaces along with the kind of data, graphics or images that the app can produce.

A good way to arrange your shots is by showing the process of how to use your app. Make it clear that users can get useful results quickly, without any effort. Emphasize the pay-off with a high-quality screenshot of what your app can do.

Make Sure Your App is Ready to Roll Before Launching

It’s amazing how many apps appear that are clearly not finished. In a way, that’s understandable. Developers work to tight timescales and often feel the pressure to release something, even if it isn’t the finished article. However, this is a big mistake.

When you release a poor quality product, users will quickly work out that it is unfinished and your ratings will tumble. This is important for product launches, as the first few ratings you receive can propel you to the pinnacle or the trash-heap of Google Play or iTunes search results.

Focus on having a high-quality product available to download, and don’t cut corners. Don’t rely on people updating as you perfect your product. Unless you have a world-changing app, customers will quickly switch to the competition.

Harness the Power of Social Media to Promote Your App

Creating a slick social media strategy is also essential. When your app launches, people need to know what it can do and how they can find it. So be sure to retweet feedback from happy customers and let your followers know how much value people are getting from downloading your product.

Young Tourist Girl Enjoying Vacation And Using Tablet

Young Tourist Girl Enjoying Vacation And Using Tablet

Reach out before the launch as well by offering free trials to selected followers. Don’t be afraid to ask them for a promotional review. If they get a kick out of your app, they will almost always be happy to assist.

Add A Content Marketing Strategy To Your Social Media Channels

It’s also a good idea to combine your social media game with a content strategy. If your app has a unique purpose, write a few blogs about why it is useful and how people can use it. Describe how it can enhance users’ lives, and run through its unique features. Then share this content far and wide.

Press releases are another great idea. Write up a simple press release for digital publications in your field and mail it out to key influencers. When you write your release, be clear about who you are, what your app does and why it is worth spending time and money on. Include all of your online and offline contact details as well so journalists or bloggers can get in touch.

Take Your App to Industry Events

Sometimes, the best way to create a buzz around an app is to stand up and sing its praises in person. Wherever you are, it’s a fair bet that a mobile industry event will be taking place locally in the near future, so keep an eye out for upcoming trade fairs and try to book yourself in as a speaker.

Trade shows will often be looking for new, exciting speakers. If your product is innovative and appealing, they will only be too happy to find you a speaking spot. After that, it’s up to you to come up with a presentation that shows off what your app can do and why the audience should give it a try.

Use Video To Promote Your App

When you give your speech, it also makes sense to capture it on film. Some shows will offer this facility (at an extra cost) but you can easily film it yourself and post it on Twitter, Facebook and YouTube almost instantly.

When you create video content about your app, remember to include your branding material at the start and end of the footage. Add a short logo screen or animated intro and supply contact details at least once in the footage.

If you are posting to YouTube, you can also use the annotation function to connect your trade fair presentation with other videos. For example, you may well have produced a how-to guide about using the app, but you might not want to go into so much detail in your talk. In that case, just add an annotation and viewers can decide whether to check out the guide or not.

Don’t Underestimate Word of Mouth

In the world of apps, success stories often emerge over a period of weeks or months. Don’t expect your promotional efforts to bear immediate fruit. You’ll probably see initial results, but don’t be alarmed if purchases settle down to a lower level a few days after launch.

After that, it’s time to harness the power of word-of-mouth. Tinder is a great example of this in action. Its creators didn’t dominate the mobile dating market overnight. Instead, they focused on crafting an easy to use platform that hooked up seamlessly to social networks.

Tinder looked at their competition and worked out ways to make dating less stressful, faster and more fun, but it didn’t happen instantly. People gradually caught on, helped by the company’s social media strategy and use of the press.

Targeting influencers is crucial to create a buzz. In Tinder’s case, it was college students. By connecting with a few influential students, the app could spread quickly across student populations. For your app, it could be sports fans, gamers, teachers – whatever community is likely to embrace your app.

Perfect Your Launch Strategy but Plan for the Long-Game

App marketing is vital, so don’t assume that your product will succeed. Even the best designed, most revolutionary apps need the right promotion. This makes it essential to get your launch right. Design the perfect icon, create video content, take the right snapshots. Above all, plan for the long-game. If you don’t achieve immediate success, start working on your audience to gain a following. If your product fills a need, people are sure to catch on.


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