Mobile, Startups

Mobile App Marketing: What Matters Most?

Mobile app marketingThis guest column is by Juned Ghanchi, Founder & CEO, IndianAppDevelopers

You check your smartphone more often than anything else, right? Yes, it grabs quite a lot of time and still you do not regret since most of the apps on your handheld device serves a crucial purpose for your life in one way or the other. From tracking your workout to booking a ticket to reading a book or watching a movie, practically all day long you are engrossed with mobile apps.

Well, while we perfectly understand the irreversible role mobile apps play for your life, it has become apparent now that you need to be extremely choosy to select apps that you actually need. As a mobile audience, we have grown to age and became quite seasoned with the variety of apps and the role they play in our digital life. This is why, irrespective of the tall claims and robust effort put behind them, a vast majority of apps simply fail to make enough revenue survive like a business. Well, it has become a sordid truth that we app marketers love or hate, we need to gulp down.

Realistic strategy with short and long term objectives

First of all, how much importance do you give to your app in your overall digital strategy? Do you have a prioritized notion over it? What specific goals do you want your app to serve for your business? Lastly, what are the immediate and long-term objectives for your app? Where do you want to see your app down the line in three months or after a year, in terms of user base, user engagement, and business conversion? Obtaining clear answers to these questions is important for coming to a realistic strategy for your mobile app.

Secondly, when building a mobile app marketing strategy you need to be realistic and solidly grounded on the real constituents. Look, every unique app in spite of rewarding user experience and robust marketing maneuvers just cannot become another Snapchat or WhatsApp or AngryBird. But all these apps by virtue of their unique user experience and highly focused marketing approach can grow and quickly turn the numbers in their favor. Actually, building success gradually over time is what made most successful apps on the app stores. Are you ready for it?

Customer centric approach

A customer centric approach to marketing basically starts and ends with marketing. This is why even the app concept should be validated by the customers or would-be users of the app. If you have an existing business, you can easily validate and evaluate your app concept and let them share their opinions and the things they want in your app. In this way, you can creatively engage your customers from the start. Definitely, they would voluntarily take an interest in your app.

Besides engaging your business customers in the development of your app, your marketing maneuvers can also take positive steps to let customers play a decisive role. A customer-centric marketing should ask the following questions.

  •     What is the USP of your app for your customers?
  •     What marketing avenues enjoy the best receptivity among your customers?
  •     What are the most influential factors for your would-be users?
  •     What kind of pricing model preferred by your potential customers?
  •     How can you push your customers to refer the app in their circles?
  •     What are the negative or pulling factors in your marketing campaigns?
  •     What your campaigns lack as per the opinion of your audience?

The answers to the above-mentioned questions can easily offer you clear guidance as how to make your app marketing more customer-centric. The customer is the bull’s eye that each of your campaigns should target inadvertently.

User engagement

As a mobile app you cannot expect your audience to be tech savvy geeks, right? So, it is important to allow easy engagement. Your business customers would prefer your app only if you can convince it more engaging rewarding than other avenues of digital interactions. Obviously, the app UX is a crucial element in this respect but it is also important to become loud and specific about the unique ways your app meets their expectations or even outperforms.

Let the SEO reach out

The role of a search engine like elsewhere also plays a robust role in allowing easy discovery of your app. For business-specific apps, search engine optimization is more important since most customers firstly come to know about the app through business website. In this respect, robust SEO drive for your business website and pushing your new app through the website can be a good strategy. Blogging with the target keywords for the app can prove hugely effective.

Pre-launch marketing

The most effective marketing maneuvers occur before the launch of the app than in the post-launch period. Before the app lands on the app stores, you need to create hype over it with the objective of making the launch a big occasion to push for robust acquisition numbers. From media publication to influencer marketing to SEO to blogging and promotional events, all your marketing maneuvers should target to make the launch big.

Tracking your numbers

App marketing is far from a one-time process. It requires continuously evaluating, keeping track of things and accordingly addressing the concerns. Which areas of your app attract most user attention? What is the comparative number of visitors versus revisits and frequent visits? Which features are most used or preferred by your users? Which areas of your app cause most repulsive or pulling factors? Which particular category of your users is leaving your app? Keeping track of all these numbers and addressing them with continuous updates, upgrades and marketing are crucial to stay consistent and performance driven.

Take user feedback and interact

How often do you try to know the issues faced by your customers? Well, keeping a blind eye to user concerns may not affect a retail outlet instantly, but in digital platforms, negative feedback can easily catch fire and quickly result in counterproductive results. Does your app have a feedback mechanism to allow users expressing their opinions and giving suggestions? If not, let your developers devise an interactive way to take their feedback.

Image Credit: mparticle

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