It is not always easy to predict the expense for producing a successful mobile app; it could range anywhere from $6500 to $150,000. But all your efforts may go down the drain if you are not able to orchestrate a successful mobile app launch. Before making that launch, first understand which category your app belongs to:
- Does your app cater to any particular need of any particular community?
- Is it an app that makes jobs/tasks easier?
- Or is it an app that is just for entertainment?
Figuring out the category will be greatly helpful in deciding the strategy you should adopt for advertising campaigns.
Preparations Start a Month or Two Ago
Start preparing for the launch at least a month before the launch date. So, set yourself for some goals. Here are certain things that would help your target segment be prepared for your app
What best way to showcase the best abilities of your app than a video? You can create a video, (it is not as inexpensive as it sounds) and show off the capabilities of your app along with its interface, so you can focus your promotions. You don’t have to invest in a professional video production team for making the video, you easily make a video with the help of video tutorials online.
Making Sure You Know which Store You are Targeting at
You must know by now which store you are going to target your app in. Is it the App store, Play Store or any other? It would be advisable not to submit your app in all the stores, but instead concentrate on one or two stores at a time. That would help you focus on your promotions and centralize your user base.
A Week or Two Before the Big Release
Now as the launch date approaches, you need to move things in a different way. Prepare quality content regarding the specific features of your app and get them published on your blog and social media channels. Create newsletters, tweets, FB posts, press releases and start e-mail campaigns. Get hold of your friends in the press and release a news report on your app. All these combined efforts should give you enough publicity about your app to the required people.
A Week or Few Days Before the Release
Now make your marketing aspect strong by publishing more content about your app. Release more information about your app, especially details of the date and time of launch and all other additional information you would need. Make sure all this information is handed over to all the reporters. You can also give them a sneak peak of the app. In order to make your marketing collateral work to your advantage you can make the content pretty with logos, videos, screenshots and plenty of artwork. You can also invite the critics/reviewers to test run a beta version your app, so the articles about your app would be pretty much in-depth and well-informed when the public read about them.
On the Day of the Launch
All the media people that you have whetted over the last few months will write good reviews about your mobile app. Simultaneously, you should have a full-fledged social media campaign promoting your app, and don’t forget to release more content on its uses and benefits. On the day of the launch, make sure regular updates regarding the app goes on in your FB and Twitter page. Monitor your pages regularly, and respond with thanks and reply wherever appropriate.
After the Launch…What Happens?
Till now, all has been rosy and fine. But the hardest part is yet to come. How do you make sure your app doesn’t fall down the radar? If your app is really hot, then that would be sufficient to keep it running for a while, and after that you can go for paid advertising. Are you aware of the fact that one in 4 apps are almost never used once it is downloaded? You don’t want such a fate with your app, do you?
One Way to Avoid it Would Be to Network With Other Developers.
Reach out to developers who have developed apps that complement your app. They might even have users who would like to use your app. So you can have a mutually beneficial marketing campaign, and even spilt the cost perhaps?
Monitoring the Usage ff Your App
A few weeks after the launch, you can start checking the analytics to know the download and usage status.
- Are your users dropping after they use your app for the first time?
- How many times have they opened your app and used it?
- How many people have used the paid version after they have done through the trial?
These are just a few of the questions that you will have to answer after the launch. Monitor feedback and answer questions and make sure you get lots of reviews, because the better the number of reviews, the higher the visibility.
Sunu Philip is the Inbound Marketing Head for Cabot Technology Solutions – an IT consulting firm specializing in web and mobile technology solutions. Cabot offers progressive end-to-end business solutions, blending a solid business domain experience, technical expertise and a quality-driven delivery model