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Mobile marketing as an afterthought
In my work as a mobile marketing consultant, I meet many talented app developers frustrated by their apps’ disappointing traction. They’ve poured their energy into building feature-packed apps, only to watch them fail within the first few months.
The culprit? They underestimated the value of integrating marketing from the early stages of app development.
Here's what app developers are leaving on the table by neglecting early-stage marketing
A proper market research
- Target Audience: Insights into the needs, preferences, and size of your target market.
- Pricing Strategy: Gauge customer willingness to pay and optimize pricing.
- Competitive Landscape: Identify competitor strengths, weaknesses, and potential gaps for your app to fill.
- Unique Selling Proposition: Craft a distinct positioning that sets your app apart.
Pre-launch ASO
Many ASO tools provide insights into keywords search volumes and competition levels, as well as competitors’ past product page tests and custom pages. Using this information to craft effective texts and craft screenshots that clearly communicate your app’s value can set the stage for the initial success.
For newly launched iOS apps, Apple will boost for 7 days the visibility for the selected keywords, to determine their relevance and conversion potential, proving again the importance of early stage keyword optimisation.
Pre-launch promotions
The buzz generated before an app officially hits the market can be pivotal. By employing creative pre-launch marketing strategies, developers can cultivate interest and excitement, laying the groundwork for a strong user base. Strategies might include:
- Web Landing Pages: Create a compelling landing page that captures email addresses and educates potential users about the app’s benefits.
- Social Media Teasers: Use platforms like Instagram, Twitter, and Facebook to release sneak peeks, teaser videos, and behind-the-scenes content to spark curiosity.
- Influencer Partnerships: Collaborate with influencers who align with your app’s target demographic to widen your reach and add credibility.
- Media Outreach: Engaging with tech blogs, local news outlets, and industry publications can lead to features that boost visibility.
Conclusion
Early integration of marketing strategies is crucial for setting the stage for success. Understanding the market, optimizing product pages, and generating excitement before launch not only enhance an app’s visibility but also its potential for sustained success in a competitive environment.
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