Apps are a billion dollar industry, but the process—from conception to launch—involves a ton. Beyond product design, brainstorming, and hiring the right team of professionals to get the job done, there’s more to consider before you can successfully launch your shiny new mobile app.
In this article, we’ll run through all of the key points in launching an app, including how to market an app successfully, so you’re fully prepared.
One major step that should happen pre-launch is marketing your app. A strong marketing strategy includes generating a buzz about your product before it even comes out, and while there are several ways you can do this, let’s take a look at some of the best marketing tips and strategies you can start rolling out.
In case you haven’t noticed, there are tons of mobile apps on the market, from games and entertainment to health and fitness. There’s an app for pretty much anything and everything, so how do you stand a chance?
It’s important to remember that apps aren’t accidentally a hit. Every successful mobile app begins with a wealth of research and data analysis on the competition, which is essential when first starting out.
Having a solid understanding of the market you’re trying to tap into is key, and the more information you have, the more likely you are to know what lies ahead and what’s expected.
Get in the habit of collecting data throughout the app development process so you and your team can gain further insights on similar apps in the market and keep up. Knowing what the competition is doing will help you make smarter moves when it comes to building out your app and enhancing your user experience, so don’t neglect or undervalue research!
A few ways to research your market along with the competition is the following:
While it may seem obvious that users find apps primarily through the Apple or Google Play store, they’re also finding out about apps elsewhere, such as on YouTube, blogs and articles, while they’re on another app, and so on. In fact, according to TechCrunch, only about half of users find apps in the app store search.
It’s important to keep top of mind all of the ways in which a user can potentially discover your app when developing your marketing strategy.
Here are a couple scenarios where a user might bump into an app without even meaning to:
Scenario 1: Let’s say you’re visiting Chicago for the weekend but haven’t booked your hotel yet. You might conduct a Google search for “cheap hotels last minute deals” (or something to that effect), and discover an app like Hotel Tonight, which is an app that presents users with last-minute hotel deals. It’s likely that you’ll consider downloading the app to try to find a hotel deal.
Scenario 2: You just found out you’re pregnant, congrats! But you have no idea where to start in researching what foods to eat, what symptoms to expect, and other questions you may have, so you might Google search “What are six week pregnancy symptoms”? While reading up on different articles, you may encounter an app like What to Expect, which offer users access to quick information on everything they need to know about their pregnancy.
As you can guess, there are plenty of scenarios in which someone can encounter an app, be it through articles, advertisements, and the like, so it’s important to be prepared and build your strategy around this fact.
If you aren’t ready to roll out an entire website for your app, you should definitely consider rolling out a landing page that effectively sells your app to potential users. Having a beautifully designed landing page with concise content is a great way to promote your product and entice people to download it.
Your landing page or website should include information on what your app is, what it offers, how it differs from competitors, and some kind of call to action.
If you check out the Apple Watch Series 4 landing page, you’ll notice it hits all these marks. You’ll also notice how few words there are on the page. Apple does a great job at creating a page with a clean, but creative design that leave users wanting more.
Instead of bombarding page visitors with blocks of text, they only give the essentials: what it is, what it offers, why it’s unique, and several different call to actions.
When all is said and done, users will inevitably end up at the app store if they want to download your app. If they aren’t impressed with what they see, whether it’s the thumbnail image your app is using, the description, etc, all could be lost. So how do you optimize your app in the app store?
Whether it’s before your app launches or after, conduct KPI analysis regularly to see how your testers and users are responding to your app. Here are a few KPIs to consider:
Now that you’re ready to launch your app, where do you even get started? Are there forms to fill, papers to sign, how does it all work?
The application process is actually pretty straightforward, with each platform—Apple Store, Google Play, etc—having different requirements. Let’s take a look at how to get your app published in the Apple Store so you can get a better idea of what’s involved.
Prepping an app for launch is no easy feat, but if you take your time and put in the research required for the process, in the end you’ll have your beautiful new app ready to download in the app store. If you hit snags along the way: that’s ok!
Hire the right team to get your app launched and put the best practices in place now to ensure you app’s success.
This means putting in time and effort into market research, seeing what your competitors are doing, offering a unique product people will want to use, and reading through app store guidelines to make sure you’re on the right path when it comes time to submit your app.
If you’re getting started on these steps before launching, you’re already ahead!
App Development, Marketing & Growth,
3 min read