Mobile app developers and marketers know how omnipresent mobile is. With over 1,500 apps being launched every day on the Apple app Store and Google Play, it is challenging to succeed in a world dominated by apps. Having a great app is only the start. Marketing your app is crucial too.
A clever mobile app marketing strategy puts you ahead of your competition and makes sure users return to your app. However, often marketers can make some common mistakes when promoting their apps that can lead to disappointing results and unnecessary budget wastes.
Here’s what you should be looking out for to avoid pitfalls when promoting your app:
Mistake #1: App First, Strategy Later
There’s a reason that social apps like Snapchat or gaming apps such as Angry Birds have the kind of popularity that most apps aspire to have. Your app is undisputedly the king. But what’s a king without its troops?! Think of your marketing strategy as soldiers on the ground who win battles and expand the king’s territory! Developing a great product is only half the battle won. An effective marketing strategy is crucial to market your app and differentiate it from the similar other apps that will make their way to the app store, and be discoverable to the right users. This is important to ensure the long term sustainability of the app. Chalk out timelines of how you want to market your app and when at each stage of preandpost launch. Ideally, your app marketing strategy should start right after you have developed your app and are ready to go live, but most certainly not just a week before the big launch!
Mistake #2: Lack of Research
A fantastic app and initial downloads is great, but how do you make sure that you hit the home run? Research and data are the two best friends any app marketer should make. Research is an important factor not only at the development stage of the app, but also while marketing it. Insights into similar apps in the market and user behavior within these apps, finding potential consumers, and the market opportunity is a critical factor on which the success of your app depends on. Invest in research early on to help you gauge your target audience as well as to understand where you stand in the competition.
Mistake #3: Not Focusing on LTV
The lifetime value of users (LTV) is one of the most important success metrics to measure the performance and profitability. LTV is the measure of the revenue a customer will bring during their lifetime of using the app. Knowing the LTV of your users is critical in determining where and how much to invest in acquiring the users, and in improving the app. Without having a knowledge of LTV can have direct impact on the profit as well as keeping users engaged.
Mistake #4: Not Focusing on App Store Optimization (ASO)
What is the use of having a brilliant product when users cannot find it in the app store? Just like SEO is important to optimize the website for search engines, for your app to be discoverable in the app store it needs to have the right keywords. Failing to have the right keywords in the title as well as the description in your app page can improve its discoverability. ASO isn’t an overnight process. You need to test, measure and constantly improve in order to get desired results. Simple tricks can be used in ASO strategies, and can offer valuable returns. It is a given that app icon and name are the gateway to app discovery, and hence, these must be unique and catchy, as well as with strong keywords that have a high relevancy to the app, but also high search volume with low competition.
Mistake #5: Not Customizing the App to the Specific App Store
App stores like Apple and Google Play are both unique and what works for one platform may not work for other. Most apps are adapted to just one platform and used across without any personalization. This can result in low engagement and uninstalls. Invest time in understanding what works on each platform and customize your app to each platform accordingly. This can be done through ASO rules (which can differ from one platform to another), creatives, visual elements, and even metadata descriptions.
Conclusion: App Marketing for Success
When you are creating an app, keep app marketing plan on top of your list. Your app marketing efforts can go a long way in ensuring the success of your app. Spend time early on to drive your app marketing efforts, invest in proper research, put proper metrics in place, and listen to your consumers to make sure your app is finds a connection to the millions of users.
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