A decade ago Apple launched the first app store with a mere 500 apps to choose from. But with the tenth anniversary of the App Store this year, the picture is quite different. Statistica says that (as of the third quarter of 2018) Android users can now choose from over 2.1 million apps from Google Play, whilst the Apple App Store is slightly behind with a cool 2 million offerings. These numbers can prove daunting for anyone wishing to make fortunes with the next best app. In fact, some believe that the biggest challenges Mobile app developers face today has nothing to do with how an app works. Instead our perspectives change to marketing, and according to the stats, for a very good reason.

No matter how brilliant the concept, or how skilled the programmers are that built it, getting your app to your target customers is what will differentiate you from your competition. As depicted above, there are multiple factors involved in launching a successful Mobile App. And it stands to reason that with so much to choose from, something exceptional must be done. If you are launching a new mobile application, or updating your app or even undergoing a new launch, these 5 steps are geared to maximise mobile app exposure.

Step 1: Every App Developer Should Know Their Audience

Whether you are planning to sell your mobile app in the Google Play store, the Windows App store or Amazon Appstore, know who you are targeting. Knowing exactly what your audience wants will help app developers target features that users prefer and include them in the app solution.  The same is true for app updates, knowing what clients want to use and how greatly improves your retention rate.

Here are a few questions to ask to establish your target audience:

• What is the problem or situation that the app is addressing?
• What qualities and features do it offer to solve this problem or improve a current situation?
• Who are the typical users you are addressing with this solution?
• Is your app easy to install, use and upgrade?
• What are you doing to deliver value to your customers with this app?

Should you launch your app without a clear picture of your target audience the chances are that you will only uncover shortcomings in your mobile solution after the fact. This could cost you more work and effort to adjust. In addition, knowing your target market up front also simplifies the creation of an accompanying marketing plan.

Step 2: Formulate a Clear Marketing Strategy

Your marketing campaign is essential pre – as well as post launch. It is essential to use this step – in order to establish your positioning statement. This means that after market research is done, a positioning statement is to be devised whereby the unique value proposition of your mobile solution is defined.

A marketing strategy should include the following points:

• What are the key features of your mobile app and how are they better than the competition?
• Why is your product valuable to your customer and why they should buy-in?
• Launch activities including; launch date, press releases and advertising campaigns.
• Online marketing objectives. These comprise social media efforts, email marketing and other website and SEO activities that you can use to promote your app on the World Wide Web.

Step 3: Set Goals. Failing to Plan is Planning to Fail

It will be easier to measure your app’s success if you have the success criteria clearly defined. In other words, set out proper goals right from the start. Use the SMART goal setting method in order to make them Specific, Measurable, Attainable, Relevant and Timely. Short term goals can be set to reach immediate ROI whilst medium to long term goals can be more focussed on retaining a proper market share and promoting business growth. Success criteria for app developers and companies alike includes the following aspects and can be used later to determine KPI’s:

• Install rates: How many installs do you wish to see over time and what measures can be implemented to optimise this figure?
• Number of reviews: Reviews help inform other users on the usability of an app and is often a promoting factor in installations. How can you promote reviews to boost install rates?
• Average rating score: Ratings also affects installation figures. Aim for high ratings and monitor rating behaviour as well as comments of users. It is essential that you respond to comments, especially negative ones in order to keep reviews and ratings in good order.
• Retention rates: Getting users to download and install your app is one thing. Promoting the continued use of your app will improve retention rates and endorse consistent growth. Quality is important here, as is regular communication with your customers and continued maintenance of your mobile application.

Step 4:  We Have Lift Off!

With clear objectives in place, a marketing plan as well as launch dates and promotional material prepared your mobile solution is ready for launch. During the execution phase, app developers are responsible for making their app available to the public. Many places are now available for clients to install apps from. These includes the Google Play Store, Apple App Store, Microsoft Store (Windows) and Amazon Appstore.

Activities that involve app launch: 

• Promoting your content: Now is the time to execute the marketing activities as mentioned above. Be sure your website is ready – if you have one. Be sure to put a download link on all your promotional material so that people can easily download and install your app.
• Use the press: Plan and provide for public relational opportunities (even if you must create them) to take maximum advantage of the hype around your product. Get the press involved and talk to reporters and other influencers in your industry. Make it as feasible as possible for other bloggers and journalists to feature your app.
• Other Promotional websites: There are several other product curation websites that can help in creating even more awareness. Find them and use them (they are different based on industry). A few helpful ones include Product Hunt and CrunchBase.

Recommended Reading: Android App Development Tips to Boost Organic Ranking

Step 5: Post Launch Considerations

Now is the time to take out those KPIs and evaluate them. Don’t be discouraged if you have not achieved your goals. Yet. Some reasons why users abandon an app are the lack of interest, change in user needs, and simply the lack of usefulness. You need to be aware of the change in market demands and adapt to the shifts in user expectations.

Post launch principles:

• User Feedback: Use analytics, track user behaviour and make use of user feedback to find continuous ways to adapt to an ever-changing market.
• Keep ratings high: There is very little one can do to affect ratings par keeping up the quality of your product and seeking continued improvements via regular updates. Thus we recommend that app developers encourage their users – through subtle push notifications, to submit reviews. You need to be diligent in resolving negative reviews as well.
• Communicate: Stay in touch with your users and be sure to respond to comments consistently. Communication needs to be consistent and engaging. Keep your followers updated via email, for example when a new update has been released and other news. Don’t forget the social media – it is a powerful mass communication tool.
• Incentivise: Drive user engagement and retention by giving your users reasons to install and use your app. These can include specialised content access, special promotions, coupons and mobile specific rewards.

Closing thoughts for App Developers: Try and Try Again

With over 2.1 million mobile apps in the App Store, it is hard to imagine how you can get to the top of the pile without some hard work and perhaps a dash of luck. We think that for any app to be successful, you need to offer something unique and valuable. These 5 steps can help any company – large or small, to drive daily usage whilst maintaining retention with Google Play, Windows Appstore or even the newer Amazon Appstore.

And remember, a mobile app launch is not a one-time event. With this advice we wish to encourage app developers and their team members to re-asses their app as the market changes. It is essential to leave room for improvement. Our last word: Keep your eye on the market and invest in digital marketing to stay ahead of the game. Recently launched mobile application should be updated and relaunched regularly to keep users engaged through new updates and features.

We are always ready and excited to work with new businesses on creating amazing mobile apps that will help them grow their business! We offer prestigious mobile application development services UK, and our expert team knows how to create mobile apps that are functional as well as eye catching for a variety of businesses.

Contact us ←  today to discuss how Zapro Digital can help you get your app made and marketed in no time!