Hours of design.
Hours of development.
Hours of testing and refining your app.
You’ve spent a very long time creating the perfect app for your business, but despite your careful planning and your beautiful design, your app simply isn’t resonating with your audience the way you think it should. Could it be less a case of design and more a case of being lost in the crowd?
There are hundreds of apps out there, and unless yours stands out from the crowd in some way, you’re going to feel the silence that comes from being just one in a sea of many.
Of course, you’re not resigned to this fate. After doing so much work and investing so many resources, your app is probably just what your customers need – they simply may not realize it yet. Your job is to make them aware of what you’re offering and to sell it to them (even if it’s free) for the many clever purposes it was designed to do. You’ve got to reach customers and let them see the amazing app you’ve created.
This is the essence of marketing, and even if you’ve tried a few things, here are a few more ideas that might just make the difference for your app when it launches.
Let customers know that your app is coming. Make announcements on your website. Include a blurb in your newsletters. Announce it through a video or two. Laying the groundwork for your real launch will help spread the word and build a bit of anticipation.
Influencers in your industry can provide a big push for your new app. Ask influencers at every level to check out your app and offer some reviews. Make the app free for the influencers, of course, and request honest feedback. Customers will appreciate your appeal for honesty and hopefully you will see a big jump in usage.
You should have a prominent banner on your website advertising and promoting your own app. The app and website should be paired together, and every time someone clicks on your website, they should be reminded that there is an app available and that they should be using it for convenience’s sake.
If you have a blog associated with your website or company, you should have a post entirely dedicated to how your app works and some of the special features that might not be readily apparently. You should also have a banner or mention of your app permanently on your blog so that it is always there as a reminder.
If it’s good to have your app featured on your blog, it’s even better to have it mentioned on someone else’s. You don’t have to ask every blogger in your industry to review your app, but do ask a few others to take a look and include a small review. These don’t have to be major influencers in your industry – it could be part of an industry round-up or a small mention, but every bit helps!
If you are sending out regular emails to customers, mention your app in every one of them. Put a small line at the bottom of the email or a small blurb off to the side reminding customers that you have an app that they can benefit from using. If they see a reminder often enough, they might remember to download the app and give it a try.
Video is huge. If you haven’t already started video marketing for your company, this might be a great time to start. Make a video reviewing what your company is about and then make a follow-up detailing the options and features that are available through the app you’ve created. Walk customers through and show them what they are missing by not having your app on their mobile device.
If your app is only available in the Google Play store or the Apple store, you may be missing out on some market share. Consider putting your app in other, less prominent app stores like the Amazon App Store and Opera Mobile store. Be available everywhere for all potential customers.
If you haven’t already, apply for some of the industry awards for the sake of recognition. Many award companies are not going to come knocking on your door. You must find the different types of recognition that is out there and fill out the applications and go through the necessary steps to be recognized and hopefully pick up an award or two along the way.
It’s common sense to promote your app through mobile technology. But you should also be promoting your app through traditional search engines. SEO can help customers find your website, but it can also help them find the link to download your app and information about your app. Use traditional and effective SEO techniques so that download pages and app description pages rank highly in search engines.
Social media has a wealth of possibilities when it comes to marketing, and this is true for apps as well. Use your social media accounts to show short videos or offer write-ups and infographics about your app. Let followers know it’s out there and what it can do. Be present to answer questions and respond to feedback that may come from your social media promotions.
It may seem like a small thing, but your app should also include a powerful image. Every app should be immediately recognizable by the app icon, and your app shouldn’t be an exception to that. Brainstorm ideas about a simple design and contrasting colors so that your app stands out in the crowd on the app store and later stands out on the phone or mobile device of your customers.
No matter which app store you’re using, take some excellent screenshots to really showcase what your app is about. If you get people interested enough to take a closer look at your app and what it is offering, you need to seal the deal by making it look absolutely irresistible with the images and functions you choose to feature.
So much goes into developing a great app. The research, the design, the development and the maintenance are all sunk costs. You want every piece of your business to be successful, but with so much potential in the mobile marketplace, your app must make the cut. Fortunately, a successful launch doesn’t have to be beyond your reach.