The ubiquity of smartphones in the modern world means that there is a lot of money to be made in the mobile app industry. However, the lion’s share of that money is made by just a handful of apps while thousands of others make little or nothing at all. This winner-takes-all dynamic means that competition in the industry is fierce.
The winners in the app market are not necessarily the companies that provide the most useful app or the best experience, but the ones who used the tools at their disposal most effectively to attract the attention of users. Marketing is possibly the most important one of the tools.
Mobile app marketing is the process of spreading awareness of an app, acquiring users, and then retaining them. There are a number of different approaches that companies can take to do this, and most use a combination of several. Here are some of the most popular marketing strategies for apps.
Market research
Good marketing begins before the app development companies even get to work building the final product. To have the best chance of success, a business needs to understand what users it is targeting so that it can include features in the app design that will appeal to them.
Understanding users means knowing as much demographic information about them as you can, such as their age, location, and profession etc. But it can also mean knowing who influences them, the type of language they use, how they spend their time and money, and much more.
Website and SEO
When existing businesses decide that they need a mobile app, they often start spreading the word about it through their website before it has actually been launched. This can be a great way to get an idea of user interest, especially if there is somewhere for users to leave their email address so they can be notified when the app is available. If you don’t already have a website, you can create a landing page for your app idea. This is a simple website which shows off your app’s features and benefits and lets users register their interest.
However, in order for them to find the landing page, it needs to rank highly in search engine results. This is where search engine optimisation, or SEO, comes in. This involves creating content that makes your website appear trustworthy, useful, up to date, and easy to use.
Social media marketing
This is a popular modern marketing method, and there are two main ways to do it. The first is straightforward and involves paying social media companies to advertise your app to a particular set of their users.
The second is paying a popular influencer on social media to recommend or advertise your app to their audience.
Activities and Events
Marketing has not gone fully digital, and in-person events can still be an excellent way to grab attention. A fabulous launch party, PR stunt, or even a simple press conference can still work wonders.
Conclusion
Marketing is essential to app success, and it is something you should be thinking about throughout the entire app-creation process, from before its development until after it has been launched.
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