How To Start Mobile App Marketing Campaign

It’s not a secret, that we live in such digital age, where every aspect of our lives one way or another is engaged with the internet. Family needs, connections with friends, purchasing and desire for fun, business and careers... And this is exactly the shortest bridge, that’s providing the communication between users or customers and brand or sellers.

According to Marketing magazine: we spend at least two hours on our phones every single day. Most important part of this time, 80%, devoted not to web browsers, but to mobile apps we chose from over one million others in the  App Store. This means... In their hands, people hold not simply a smartphone or an iphone – they hold a key to mobile apps developers success.

Just to create a good app is not enough today

You’ve got to make your app so addictive, that people will want not only to download it, but to share it as well. Because you compete with the best and you’ve got to beat them on your way to four or five star rating of your app in the App Store or Google Play. The number of apps in these markets is increasing with the light speed, which brining the continuous challenges for app marketers.

And if your app is just one of over a million, what do you need to do to make it noticeable and highly downloaded, not to mention – profitable? There is no magic recipe, everything you need, long ago were discovered by other successful mobile apps companies.

So, first and most important thing to know about your app’s launch, is that you need an app marketing plan. A good and strong mobile app marketing strategy.

Check our gadgets every day

[According to statistics, we check our gadgets at least 150 times a day]

How to start mobile app marketing campaign. Basics

It’s pretty obvious, you need some working tips, that you can apply before the launch of your app, so it will achieve a great success. And first of all, let’s refer to specialists in this area.

As said in the “Mobile marketing strategy guide” by Rob Thurner and Dave Chaffey: to get an advantage before other app marketing campaigns there are seven key steps of creating mobile marketing strategy.

  • Step 1 – Making the business case for mobile marketing;
  • Step 2 – Create mobile strategy;
  • Step 3 – Mobile design: create compelling mobile experiences;
  • Step 4 – Mobile search marketing and advertising;
  • Step 5 – Mobile commerce and mobile payments;
  • Step 6 – Mobile CRM and mobile coupons;
  • Step 7 – Integrating mobile, local and social.

Also, according to the iOS App Marketing Strategy Guide this process is a bit more complicated and isn’t a step-by-step either, some of these steps should be done simultaneously:

  • Build Your Personal Online Presence
  • Validate Your Idea
  • Choose Your Revenue Model
  • Choose The Right Name
  • Start Marketing Within Your App
  • Build Your App’s Online Presence
  • Get Feedback
  • Localize
  • Do App Store Optimization
  • Get Your App Reviewed
  • Market Your App With Video
  • Paid Ads or Monetization
  • Deep Linking
  • Leverage New iOS Features
  • Lifetime Value of a Customer
  • The Viral Loop
  • Do “Real-life” Marketing
  • Leverage Product Hunt
  • Cross-Promote Your App
  • Kill It On Launch Day
  • Choose The Right Promotion Campaigns
  • Measure, Improve & Keep On Marketing

Marketing strategy

[iOS App Marketing Strategy Guide will help you to sort through pitfalls of launching apps on this platform]

Wild competition between the major app stores is resulting in difficulties for mobile app developers to reach high revenue and download numbers. For the sake of finding the best possible solution we need to simplify this information – so, let’s divide this steps for three stages of an effective mobile marketing campaign and look at them closer to see, how you can use each of them to get a good profit.

Stage 1: Pre-Launch Mobile App Marketing Campaign

Pre-Launch Mobile App Marketing Campaign

[You need to decide on which devices your app will work]

1. Marketing of your app starts long before it’s launch-day

The moment you begin developing your app, you need to concentrate on some key goals that you’re planning to achieve. To avoid the failure in the future of your campaign you must answer the following questions and let the answers be known by your potential audience.

  • What’s the main objective of your app?
  • On which mobile platform your app will work? Will it be iOS or Android?
  • Why is your app better than your competitors?
  • Which categories of users your app will satisfy and attract?

2. About time you find and determine your customers niche and engage them in the app-creating process

Seek them out as early as possible, before your app even done. Sort your potential users by gender, age, interests, jobs and social statuses and see if they can provide you with the quality feedback.

3. Choose the suitable name and icon for your app

It’s probably one the most crucial points of your mobile app marketing campaign. Right name, unique and easy to remember, as long as the catchy icon are the first step to the success of your app.

4. Promote your app, always keeping in mind the power of advertising

Create a landing page for your app and don’t forget to refresh the content on your mobile website. You need to keep your users updated. Besides this, there are email letters, which would give you a possible growth of future users interested in the app.

The mass effect will be granted to you, if you won’t neglect social media such as Twitter, Tumblr, LinkedIn, Facebook, Instagram, Google+, Quora and Youtube. Also – absolutely necessarily to start a blog for your app.  

Promote your app with social networks

[Twitter is one of the most popular and constantly growing network]

5. Create some sneak peeks, teasers and trailers of your app

We are visual creatures, which is why we to see it and not only hear about it. Video promo can lure in hundreds and thousands of early uninterested users.

6. Don’t forget about the app submission guidelines you need to explore

So on the launch-day you won’t be held down by the rejection of the chosen app store.

7. You need a feedback loop

Besides the fact, that some customers love to provide feedback, other part of them prefer to check a review before downloading an app. Therefore, the more advices you get from users, the better your app will be, after you take them into your consideration. So, make your app in such way, that will allow your audience to communicate with you by whatever remarks, questions, suggestions or comments they have.

8. Plan a beta test

The goal of such test is to find and fix last-minute bugs and issues, before launching an app. Beta testers will help you make the app better, more marketable. Not to mention, they will promote your product for you through the whole pre-launch stage.

9. Prepare a press kit to ease the job for other bloggers and journalists

Great press kit

[A great press kit matters]

It should contain the following:

  • App’s logo, icon, screenshots, promo trailer;
  • Boilerplate description or app store product page description;
  • Links to marketing site and social media accounts, recent press releases or coverage;
  • Contact information.

Here you can find different Digital Press Kits: Experts Exchange, Hailoapp, Kdan Mobile.

Stage 2: Launch Mobile Application Marketing Campaign

Launch marketing campaign

[Launch time: let’s go!]

1. Create a hype around your mobile app

Your app is ready? Then time to contact the app stores to submit your app, establish the date on which to release it. Let it be known by various online and print social media.

“People enjoy hype. If you mention something’s out there that they can’t have right away it tends to make people want to have it. It’s just like when you were a child and your mom tells you you can’t have a candy bar and all of a sudden your whole purpose in life is to have that candy bar. It’s the same thing as in this app’s coming soon or this app’s got a closed beta people are like well I want in, I’m going to put my name in there and get in. Sometimes even if they get in they don’t do it, they just want to have this ‘oh I got into that beta’. So you got to start this early on. You have to have a beta phase before you go live. You have to market. It’s about public relations. It’s about marketing. If you don’t have those you’re not going to be very successful with your app.”

2. Let your email list of contacts know about your app release

It’s recommended to send a polite encouraging email to everyone to notify them of the long-awaited  possibility to try out you app, and thank them in advance for their loyalty and feedback.

3. Get yourself a chart for recording and analyzing your success metrics

Don’t forget, why are you doing this, keep being concentrated on your main goal.

4. Constantly monitor feedback and reviews to hear your customer remarks

Learn to listen to them, take them into your consideration and use all the information to improve and update the app.

5. Communicate with your first customers to make them feel valued

Reach out, engage them, interacting with them proactively and respectfully. Encourage your users to rate and review the app.

6. Follow app store rank and trends in download statistics

In the first weeks after launch you should prepare, that your rank and downloads will fluctuate from day to day and will start to stabilize only a couple weeks later. Pay a close attention to the factors influencing your rank – if you can manipulate them later, you’ll be able to ensure that your app ranks will grow.

7. Time to release first update for your app

You listened to your customers’ feedback – so, get on, act properly. If some of your customers reported about bugs, then they’re disturbing them. And it’s your duty to fix those bugs to let your users know, they are valued and that you are the person dedicated to perfection.

Stage 3: Post-Launch Mobile App Marketing Campaign

Even if your app was launched successfully, in no case don’t stop the campaign. Keep evolving, growing and expanding. Continue to promote and update your app farther to attract more new users. Be active on social media, which will help to make app popular. Secondly, check out, consider and prioritize all your customer requests.

Try to understand what most of them want your app to be and keep working on the way to satisfy that wish. It’s impossible to please everyone, but by organizing their requests, you’ll be able to find the exact point, from where to start the improving.

Also, you must make your app easy to share. The easier the better. Keep getting in touch with your customers, ask their opinion, monitor their sharing activity.

Beyond the launch your work is far from done, unfortunately. Marketing Campaign is a long-term process, that needed to be fueled – continue to collect data, testing and create new features. Only then you’ll be able to keep your success and build it further to the top.

By the way, it won’t hurt, if you’ll learn from the best – take into consideration examples of the most successful app marketing campaigns.

Such as:

  • IKEA catalogue app;
  • Audi start-stop app;
  • Nivea sun protection track your kids app;
  • Bitcoin Billionaire ad integration;
  • Starbucks Mobile Payment;
  • Diesel QR Codes.

IKEA catalog example

[IKEA catalogue app]

Starbucks mobile payment

[Starbucks Mobile Payment]

In the mobile app market field the different solutions for creating the winning mobile app marketing strategies can also be provided to you or your company by various mobile app marketing agencies.   

A final thought

To sum up, the world of mobile apps is evolving and marketers have to stay on top of it, using all the information they have about their customers to improve the specific app, based on their habits, preference and desires. By avoiding common pitfalls during the pre- and post-launch mobile app marketing campaign stages you’ll increase your app’s chances of success. Hear what your audience have to say and respond to their feedback properly.

In app marketing every detail matters, so don’t ignore them.

We hope, this article helped you to understand the high importance of mobile marketing, and we’ll be happy to discuss this topic further with you. Feel free to contact us any time.

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