“If you build it, they will come.” This is an often misquoted motto that may have worked in “Field of Dreams,” but in a saturated market of mobile apps you need a plan if you want favorable results. According to Localytics, 1 out of every 5 apps are only opened once before being deleted. How can you get your mobile app to stand-out in the crowd and stay on your consumers’ devices?
In just a few years, the mobile landscape has changed the way we interact and consume, whether it is news, socializing or shopping. From a marketing point of view, including mobile in your business strategy will help you take advantage of these new interactions and opportunities. At first, it may seem tempting to try an approach previously used for more traditional efforts (i.e. offline/desktop experience). Nevertheless, doing these things could get messy and end up hurting your strategy in the long run. Opening new ways for you to connect with your audience will get your product to stand-out from the noise and get you closer to fulfilling your business goals.
While this might sound a little obvious, it’s important to know what you’re selling in order to gain the insight into how to sell it right. The first step on this path is having a deep understanding of the app you will be in charge of promoting. This includes being on top of elements such as features, qualities, advantages and disadvantages of the product.
Here are three key elements that you can focus on to begin a marketing strategy for your mobile app and identify your niche:
1) Understand the target audience behavior. Leveraging this will help craft a clear marketing plan and allow you to allocate resources to the channels that are more likely to have a better impact in reaching your desired audience.
2) Identify your app strengths. "What makes my app unique?" Start by asking yourself this question. Having the answer to this question at the top of your mind will be a valuable gun in your marketing arsenal. By understanding the most important features and your value proposition, it will be easier to find creative and exciting ways to communicate this to users.
3) Don’t forget about your competitors. Benchmarking is necessary to avoid making mistakes and to learn best practices at the same time. Whether your intended market is crowded or less populated, it will be helpful to know what others are doing right and wrong.
Using your own due diligence to develop a marketing strategy for an app is a process that may prove to be more rapid than other more traditional products. However, you can’t cling to the past; the ability to learn and iterate fast is of the utmost importance. Besides these important things, what other tips do you think could be valuable when it comes for marketing strategies for apps?