Mobile app promotion: Where to start

Gearing up to deploy your app? 10 tips to help it get noticed.

With million of mobile apps already deployed and hundreds more released each day, you’re up against some serious competition. To give your app its best chance at success, serious thought needs to go into your marketing plan. Here are some key things to remember as your debut date nears.

1. Establish key performance indicators (KPIs)

Take the time to determine what success looks like. How you will measure it? You can then set goals around number of downloads, app store ratings, social shares, blog mentions, etc.

2. Put a promotional plan on the schedule

In detail, lay out exactly what you’ll do and when you’ll do it, creating a calendar to keep your team on track. Include PR, blogger relations, advertising, partnerships, social media, website development, events and content creation.

3. Create great content

Content includes the written word as well as visual elements. Be intentional about what you put into your app store description, the keywords you choose and screen shots you post as well as content on your website and blog. It’s good to have a well-designed, appealing logo or app icon and promo video as well.

4. Build anticipation

No need to wait for app store approvals. Begin promoting your app several months before going public to drive awareness and get on people’s radars. Make all of the amazing content you’ve created available on your website and social media. Allow people to sign up on your website to receive an email notice when you deploy. A couple of weeks before launch, begin your media and blogger relations efforts.

5. Don’t try to be everything to everyone

Go after specific users you know will be interested in your app. To build downloads and ratings, consider releasing your app on one app store to start. It gives you a targeted way to drive traffic.

6. Ask influencers

Not everyone is equal when it comes to spheres of influence. Put the most effort into reaching bloggers, industry journalists and “social” individuals with large networks followed by your ideal users. Once your app is approved but not yet launched, distribute promo codes to key influencers so that they can preview it and write a review.

7. Test in the real world

Test your app on multiple devices to identify as many bugs as you can before launch. To test connectivity, go out into public spaces where your app is likely to be used. If issues come up post-launch, fix them quickly and stay glued to user feedback to try and head off other potential issues.

8. Time your launch wisely

Beware of holidays, Apple or Google updates or releases, big sporting events – anything that could overshadow your efforts. That is, unless, your app is relevant to a holiday or event. Then promote the heck out of it.

9. Remain focused on customers

Word-of-mouth marketing is incredibly powerful, so if users have a problem with your app, provide great customer service to get the issue resolved quickly. Listen closely to your users and respond professionally and in a timely manner. Pleasantly surprise unhappy users and there’s a good chance they could give your app high ratings and tell all their friends.

10. Market continuously

Even after a successful launch, it’s important to have a strategy and plan for post-launch marketing efforts to keep interest in your app alive and growing. Use the momentum you’ve generated and maintain relationships with key influencers.

Don’t want to deal with marketing? Think you don’t have the time? Consider hiring someone else to do it. Your success may depend on it.

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