Applications. Apps. The little programs used on the phones we all know and love— Android phones, Windows phones and of course, our beloved iPhones. Not limited to mobile devices, apps can also be used online in a PC browser, and it’s this versatility that makes them so appealing to businesses and consumers. But let us focus on mobile apps for now. These apps open up a whole new world of convenience and productivity for businesses. There’s basically an app for everything these days, from mobile banking to weather forecasts to maps, making them useful not just for businesses but for your average, every day users who just want to know where the nearest coffee shop is. With that being said, app marketing is a whole new ball game and there are a lot of things you as a business will need to consider if you want your app to reach its full potential.
The app needs to be useful, obviously. Being a generation of smartphone fiends, we want interesting, fun apps that we can use daily for whatever it is we’re doing, from shopping or transferring money - which we do every 2 hours because it’s just who we are. Every business has a target audience; and if you don’t, you should probably get onto that. The app needs to be relevant to the needs and the wants of the target audience. Get creative with it. With updated features to get your audience talking, this will expand your reach and attract others. Take the “Uber” app; they began as a cheaper and easier alternative to your local Taxi service and then expanded to a food delivery service which further extended their reach to people who love food (everyone) through the extension app “Uber Eats”. Don’t mind if we do.
Make it essential and irreplaceable. You want consumers to value your app as if it were solving a problem they didn’t even know they had yet. Google maps is a free app which can be downloaded via the app store that literally helps users go places in life using GPS technology to steer them to their destinations. Almost as essential as Facebook or Instagram… but not quite.
In an age of mobile, it’s important for businesses to dedicate time and resources to their app. If executed well, apps can be a powerful marketing tool. Invest in characteristics that’ll work for your app. Who doesn’t love location-based notifications popping up on their phone? Sure, Facebook, we’d love to know who’s in town. There’s no reason not to invest in push notifications and GPS marketing. If consumers don’t like them, they can turn it off in their phone settings. No biggie.
Businesses should aim to connect with their consumers on a deeper level and market the experience rather than just the app. Consumers have a relationship with their phones which should be enhanced by an experience that your app provides; unique to that of any competitors. What’s so good about your app? This is one question you should be asking yourself during the whole creation but especially upon the launch. This experience should be highlighted in a short and sweet description in the app store, careful not to bore any potential downloaders into not downloading the app.
On top of these, spend due time promoting the app. Generate ongoing and engaging advertisements for your app starting on popular platforms like Facebook and Twitter. It’ll be easier if your company has already established a strong online presence and then they can use their pre-existing following as a starting point. Social media advertising (God bless it) is a great way for businesses to promote their app. Advertising on Facebook through App Install Adverts allows businesses to target people who are likely to use the app by newsfeed popup and, if clicked on, they can download the app right there and share it if they want too. If utilized properly, it will increase app downloads and awareness.
Knowing the audience demographic allows advertisers to target only them which leads to increased ROI’s (downloads) and lower advertising costs, rather than targeting everyone under the sun and having to spend more money on blanket advertising. App marketing is far from simple and brings a whole new range of elements to the table. Key performance indicators (KPI’s) play a big part in whether or not an app is successful. KPI’s are essentially the measurable values that determine how effective your advertisement is. Businesses will need to look at things like cost per download, app store rankings and app store optimization. Consider these aspects with your objectives in mind, otherwise your app will probably end up far down on a consumer's download list.
THINGS TO AVOID
Making promises you can’t keep:
This is pretty self explanatory. If you create an app that promises consumers a million dollars overnight— which has undoubtedly been done— you’re probably going to have a bad time. Just don’t. Your app needs to be a reflection of your business and everything it stands for. It needs to have a purpose, be innovative and be what people want. Donald Trump sure told people what he was about and just look at him now.
Not announcing a date of release:
Sure, this might seem appealing in the sense that it’s dark and mysterious, but it’s not a fairytale. It’s an app. People want to know when to expect greatness. Setting a date will build momentum and hype in consumers. With that being said, make sure the release date allows time to fix any bugs or issues within the app. Test the app in private, perhaps to a small number of loyal subscribers. Keeping it a secret for too long will allow competitors to get ahead, as will releasing a rough copy too early.
Failing to look to the future:
When an app is released, it can’t just sit there in cyberspace. If it does, people will get bored and forget about it. No matter how good the app, if it stops communicating with users then they will stop communicating with it. People get bored! We’re only human. It’s important to establish a post-launch communication strategy. Send those push notifications, release new features! Keep people engaged and create rewards and deals only available on your app.
MUST-HAVE SOCIAL MEDIA APPS FOR MARKETERS
This app allows users to schedule posts, manage multiple social network accounts and monitor your brand all from the palm of your hand. Who doesn’t like being able to work 24/7 without actually working 24/7?
Similar to Hootsuite, Buffer allows users to link their social media accounts and then create and schedule updates and later view analytics to see how your posts sit with consumers. Perfect for those working in social media management.
Snapchat is used not only by individuals to show but also by businesses to showcase what’s happening behind the scenes and to market new products. Snapchat allows users to send photos or short videos to their friends which will disappear after 10 seconds, or compile their photos and videos onto their “story” which can be viewed by their friends over and over again for a period of 24 hours. One of Australia’s most prestigious music festivals, Splendour in the Grass, created a “@Snapinthegrass” account on Snapchat in 2016 showcasing everything behind the scenes for that year; and what better way to get people amped up for an event like that!?
Oh, Instagram. Everyones favourite and the top social network for sharing photos. With over 400 million users active per day, Insta has changed the way people share, the way businesses advertise, and opens up more opportunities for marketers to tap into people’s passions. Instagram allows people and businesses to tell their story through images and short captions that can include links to websites or to competition giveaways. With its forgiving filters, Instagram can make just about anything look good which is why it’s the perfect place to advertise for a business or service. If it looks good, people want it.
So make a noise on your launch day! If you’ve used this blog as a guide then don’t be afraid to toot your own horn. You’ve most likely nailed your app marketing campaign and if so, it’ll potentially end up in the palms of people everywhere. Take a note out of Crave’s book, because we’re planning to nail our app release, too.