So you've created the perfect app for your client. Bravo!
It may come off as a surprise to your client that, in reality, this actually means only half of the work is done. The remaining half is to let the world know that it exists.
There is a workable method to increase the reach and visibility of your app. Follow this step-by-step process save your client's money and your agency's time.
8 Things to Consider When Launching an App on a Shoestring Budget
1. App Store Optimization
In the beginning, you will have to focus on App Store Optimization (ASO), which functions differently from SEO. For this, the single most important factor is your app title, which should spell out its purpose. For example: Self timer check, which elaborates its use within the title.
Google Play and Apple’s App store place apps in search results based on a mix of ranking factors including the application title, screenshots, tags, rating, etc., so make sure these factors are optimized for search results.
Here are a few pointers to boost your ASO process:
Use relevant keywords.
Fill out all the categories relevant to your field searches of different keywords when submitting your app.
Incentivize social shares on Facebook, Google+, and Twitter with small perks.
There may be a flood of mediocre apps that outshine your revolutionary mobile app. Ever wondered why? It’s because they are branded to catch the user’s eye.
The key components that an app must have for branding purposes are as mentioned below.
High-Resolution Logo: At times, a hi-res catchy logo is all it takes to gain attention.
Sample Design Screens: This section provides an example the various screens of the app.
Attractive App Icon: Slick icons increase your chances of enabling users to download and access your app. So make sure your app icons are colorful, attractive, and click-able.
Brand Icon: Having a distinct brand identity that reflects through your icon helps greatly. A great example is of the Apple icon, where the logo, embedded in steel, looks pretty much the same as their products. Icons should reflect your brand's identity and provide clues about what the app does. For instance, Facebook may have a variety of apps serving various functions, but the common ground between them all is the branding. All the icons can be recognized with an identifiable light blue color in their background, with a lighter rectangle strip at the bottom.
Promotional videos: Recently, promotional videos have proved to be a strong medium to sell your app. A well-composed and powerful video can be the single most convincing tool for instant promotion of your app.
Caption or a brief one-liner: A brief one-liner about what your app does best can be the easiest way of reminding your users about its core functions Users who are on-the-go don’t have the time to read accolades of your app.
A microsite refers to a two-to-three page website that collects all the information about your app. Having a microsite is an ideal way to let users take a peek into your exciting app features and tools A great example here is Path's homepage, which greets the user with the tagline: “Private messaging and sharing with friends and family".
This is a great strategy to hook new users the minute they arrive on the landing page. This tagline instantly informs the visitor what the purpose of the app is. Ideally the tagline must be able to invite the users. It should be captivating enough for the users to sign up. When your caption spells out an easy solution, users are lured in naturally. So make sure you formulate your tagline wisely. With information being just a click away, you can find brilliantly catchy slogans on many sites.
4. Teaser or Giveaway Campaign
You can also play smart and build a database. Track your existing users with the help of their email addresses and send them alerts regarding your app.
An amazingly created teaser video can also work as a catalyst to have the users anticipate the launch date for your app.
Moreover, this teaser video should be linked to your micro site to further update the interested users who want to know more about your app.
Stale content rarely helps a new app. Cover the blogosphere! Hire bloggers and writers in advance to boast about your app. Publish articles on widely read publications like Moz, Mashables, Forbes, etc. Sharing content with an active audience would keep your users updated and excited about your app. Plan your publicity, tell the press, and spread the word around.
Provide a system for people to provide ratings. Showcase the number of downloads. This shows people how popular the app is and will encourage them to download it. Also, allow people to send feedback. Stay in-tune with your users' needs and provide great customer service when the inevitable bug pops up.
7. Launch Strategy
As mentioned earlier, going for renowned publications will quadruple traffic and amplify the online presence for your app. Create hype on whatever platform which is available to you! Email marketing: A little outdated? Yes, but effective nonetheless. Reach out to the press. Ask bloggers, famous tech nerds, your friends, and even your neighbors to spread the word.
8. Post-Launch Strategy
Try paid advertising to boost your reach. This can be done with a very small budget. Promote your campaigns, teasers, and microsites to a whole new group of people. Basically it’s a load off. You can even incorporate Sscial advertising to target people specifically. If you know who the users for your mobile app should be, then your social ads can be exclusively shown to them through Facebook ads. Your target audience gets directly informed about how awesome your app is!
You can also try cross-over promotions. For example, Supercell and Gungho, which are both game giants, teamed up to promote their products.
The above mentioned elements are some of the most basic but fundamental components one needs to add to their marketing strategy. By carefully analyzing the market trends, you are able to track your users’ attention. The more you focus on creating the right strategy with a low budget for your app promotion, the better results you'll see.
Originally published Jun 11, 2014 3:00:00 AM, updated July 28 2017