TECH WATCH: Six Things to Do After You Launch a New App

Getting your New Mobile App Noticed

You have taken a groundbreaking idea and turned it into an awesome app. I bet the whole process had its fair share of highs and lows, but here you are … a proud mobile app owner.

Now what?

After your app is built, the hard work doesn’t end there. Remember that your app will be going up against over 5.5 million other apps on the market for the attention of 5+ billion global mobile users.

With such sheer competition, you don’t want your mobile app to be lost at the bottom of the pile. You need to devise an actionable go-to-market strategy, which includes getting the app noticed by your target audience.

After all, lack of a succinct go-to-market plan is one of the common reasons why healthcare apps fail, according to Healthcareweekly.

Getting your New Mobile App Noticed

Like startups, new mobile apps are susceptible to failure, especially during the first few formative months. In fact, you’ll soon realize that building an app is half the battle.

The next half is getting your app noticed with the help of an agency, as well as with a few tips and hacks recommended by mobile app marketing pros.

Be sure to put these tips into action to boost downloads and start raking it in.

Build a Website or a Landing Page for your App

Ideally, you should have the app website and landing page up and running at least 60 days before the launch. App marketing gurus at ComboApp say this period will give you plenty of time to build buzz, ramp up SEO, and get the word out about your app via a data-driven marketing approach.

That includes looking at the biggest trends in your industry, consumer insights, your own data analytics platforms and more.

This is a move that most app developers usually ignore in the app user acquisition, which gives you a chance to put your best foot forward.

To attain optimal returns, however, ensure that your app website and landing pages are mobile-friendly, intuitive, and SEO-optimized. They should also be designed to load in a snap to prevent customer churn and visitor abandonment.

Leverage the website to tell your app story, tell target users what it brings to the table, and anything that’ll make your upcoming mobile app stand out. A lively blog packed with useful tips, how-to articles, and other pieces of relevant content can make a huge difference here.

Use free tools like Wix, Unbounce or Leadpages to make the whole process effortless and get the app website and landing page off the ground quickly.

Craft an Attention-Grabbing App Description

You need to write a killer app description that sells. Remember this is your chance to make a remarkable first impression, and truly capture the attention of your target users.

The description copy itself should be brief yet able to wow the user, especially the first 255 characters. This is the synopsis of your app — the part of the description that the user can take a peek without clicking ‘read more’.

Right from the beginning of the description, ensure to highlight your app’s best features, function and benefits to the user. As a matter of fact, the narrative should be written from the user’s point of view.

Beyond the 255-character description, you can cover the nitty-gritty of your app. Be sure to capture top solutions that the app offers, how the app works, problems that it’ll solve, and positive user reviews. You can even squeeze in a few positive publications, notable mentions and appearance of your app in mainstream media.

Just recapping:

•      Keep it concise, clear and brief
•      Sprinkle a few keywords but don’t overstuff
•      Don’t be too technically – you’re writing for the user, not industry experts.
•      Do a bang-up job on the 1st 255 characters.

Throw a Launch Party for your App

That’s right.

Host a party event to launch your mobile app with a bang. It’s a great way to get your app’s name out there, particularly if you’re a new entrant on the market. And, more than 41 percent of marketers say that launch events are more effective than other marketing channels like email, paid ads, and social media marketing.

It’s worth noting, however, that pulling off a successful app launch event can cost lots of money and take several days to plan. That’s why you need to ask yourself these 3 questions:

1) Do you have enough budget for the launch party?

2) Have you been engaging properly with target users via the app website, blogs, social media, and other channels?

3) Will your app recoup the money spent on the party?

If you answer yes to all, then it’s the right and smart move to undertake.

Run App-Install Ad Campaigns

If done creatively, app-install ad campaigns can help your app get noticed far and wide. The chances are good that you don’t have a bottomless ad budget, so get your app-install ad campaigns right from the start.

Don’t forget the 4 key attributes (so-called AIDA) of an effective app-install ad campaign:

• Attention – Can your ad cut through the marketing noise and get the right attention?

• Interest – What’s so interesting about your app-install ad that it actually piques curiosity in target user to want to know more?

• Desire – Does your ad carry some sense of urgency for the user to want to download the app?

• Action – This part is the heart of the ad, so include a clear call to action (CTA).

Don’t forget to segment your ad campaigns based on user’s location, platform (Google, affiliates, Facebook, Twitter, etc.), and targeted user demographics.

Review, Refine, Repeat

Buggy apps don’t get noticed or even used. That’s why you need to use existing app analytics to learn what your users are responding to in your app, as well as how to improve it to boost overall user experience.

According to Digital Authority Partners, 71 percent of all app users churn within three months (90 days), which makes user retention one of the critical elements of app marketing.

The good news is that there are a ton of great analytics tools available out there. You might want to stick to familiar ones like Google Analytics and Appsee. Carry out A/B testing to zero in on features that aren’t performing as expected.

“Review, refine and repeat” should be your mantra if you want to get the right attention and keep users satisfied.

Takeaway

Creating a good app is no picnic, and that’s half the battle. By continuously marketing and refining your app, you will certainly capture the attention of users and bolster downloads.

Again,

•      Create a responsive, SEO-ready website and landing page for your app
•      Host a grand app launch party
•      Run highly targeted app-install ad campaigns
•      Write a killer app description
•      Use user analytics to review, refine, and keep your app fresh and user-friendly.

More importantly, bring in a top-notch agency to do all the heavy lifting when it comes to marketing your app.

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