The app market is currently facing a ‘problem of abundance’, which refers to the uncertainty of the success of an app, due to the surge of mobile apps in numerous app stores. There has also been a high failure rate on a number of apps, currently being sold in the app stores, which has contributed to the rise of the ‘problem of abundance’. Hence, the only way to ensure the success of an app is by designing a solid marketing strategy that would ultimately sell it.
The marketing strategy must be created before the launch of the promotion and brand awareness of the app. The following steps must be followed to ensure an effective marketing strategy is designed:
1. Promoting Before Launching
Before launching an app, the promotion strategy of the app must be ready. At the time of the launch, the app must already have reviews of influencers, bloggers, banner designing for advertisements, etc. Utilizing the appropriate channels can ensure the target audience is reached through the promotion process. This would also contribute to the increased awareness on social media networks.
2. App Optimization
Ensuring the success of an app requires it to be optimized. In other words, both its title and description must include the correct keywords to allow discoverability in the search engines of the app stores.
3. Unique Feature Releases
To increase the user base, you should ensure the app features are released early. This, apart from getting investors’ attention would also help to increase the app’s popularity. Utilizing a social sharing facility is also a good way to increase the user base.
4. App Discovery
The rapid surge of mobile apps requires you to let users know what makes your app different from the rest. By designing a landing page and an email subscription, you enable your users to become aware of the app and direct traffic to your page. A multi-channel marketing strategy must be used continuously for the app promotion to be able to maximize the app’s visibility across all channels.
5. Make your Customers your Marketers
Becoming the top app in the market is not an easy task, but once it becomes a reality, it will be the users who would be the marketers of your app. They can utilize the sharing features of the app to let their friends know about it. They can also utilize social media to make it popular, which would allow you to later determine potential customers according to the profiles of the current users you have on your social media networks.
6. Revenue Model
A clear revenue sourcing model is key to the success of the app. You must first select the model you consider the most suitable to your app, you can decide whether the app will be initially free and then paid for or whether it will be paid for all along. You must closely examine all the monetizing sources (advertisements, subscriptions, etc.).
7. Retention and Engagement
The retention of customers can be a very tedious process, yet, push notification can help to enhance it, and providing a good user experience can help to engage customers further, which would also contribute to the retention process. It is suggested to get feedback from the users in order to improve. This can be done by requesting them to rate the app, or by requesting them to leave app reviews. Quick interaction through either e-mail or social media, also contributes to good user experience, and you must ensure any negative reviews are responded to, promptly. This would not only ensure a good user experience for the person facing the problem but would also let the rest of the users know, how responsive and effective you are when it comes to solving a problem.
People tend to rely on ratings to make purchases. Therefore, you must ensure your app has as many positive reviews as possible, as it would increase its credibility.
The text is provided by:
Maksim Tsiazhkin who is an entrepreneur from Dubai. He is the Co-founder and Managing Director of UAE Consultants a business setup in DMCC & DMCC company formation consultancy. Maksim runs a YouTube channel named “Game Changers Dubai” where he interviews millionaire businessmen of Dubai & these businessmen share their business tips, ideas & success stories.