How to Create a Marketing Plan for a Mobile App Launch
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There are over a million apps each on the Google Play Store and the Apple Store, so the environment for launching the next great app is more competitive than ever. Because of this, planning out a launch is more important, arguably, than almost anything else besides app development itself. The key to a successful app launch is adoption, and that means knowing how to retain and engage the clients that marketing efforts help create.
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How to Create a Marketing Plan for a Mobile App Launch
- 2. Page2 Learnmoreathttp://www.dotcominfoway.com Copyright©2000-2016DotComInfoway 2.ENGAGEEARLYTOCREATEASUCCESSFULFEEDBACKLOOP. Onceinteresthasbeenestablishedandcustomersinvolved,thenextstepistoexternallycontinuemarketingtheappwhileinternallypayingatten- tiontowhatcustomersaresayingaboutit.ThereareanumberofdiïŹerentbetatestingopportunitiesandapplicationsavailable,whichcanthenbe usedtocreatebetatestercommunitieswithaslittleasanemaillist.Bycreatingabaseofearlyadoptersprimedforbetatesting,theapphasitsrst experimentalbasethatcanbeusedtoperfecttheappwhenitisnallyreadyforreleaseintothewild. Atthispointisitisconsideredasmartpracticetoengagebetauserstoensurethattherearenounexpectedproblemswiththeappbeforeformal launch.Obviousbugscanbe xedatthispoint(thoughtheremaybesomeuserlossaswell)tohelpmakeforanappthatisverypolishedbythe timeitisreleased. BBesideslisteningtocustomerconcerns,itisagoodideatoincentivizebothuseoftheappandspreadinginterestinit.Doingsobuildsamoreexcit- edbaseandallowsexistinguserstoknowthatgoodthingsarehappeningwiththeapp,andthatearlyadoptionhasitsbenets.Goodexamples areappsthatgiveusersbenetsforlikingthemonsocialmedia(asimpleâlikeâbuttondoesnâtworkanymore)whichgivestheenduserthesatisfac- tionofknowingtheygetarewardforcontinuinguseoftheappandexpressingthatsatisfactionpublicly. 3.DONâTFORGETTRADITIONALMARKETINGCHANNELSSUCHASEMAIL. Whilefocusingsolelyontheuserbaseisimportant,itâsjustasimportantnottoneglectchannelssuchasemailindealingwithnewacquisitionsand betatesters.Email,forexample,helpsprepareclientsforanapplaunchinanumberofways. -Emailscanbespread.Emailsremainoneofthemoststraightforwardwaystogetinformationouttoothers,andthisiseventruewithapp updates. -Emailsareverytrackable:withemailreportingprogramsandmetricssuchasbouncerate,marketerscangetaverygoodideaofwhatworksand whatdoesnâtwithanappwellinadvanceofitsrelease. -Emailscancontainasmuchoraslittleinformationasadeveloperwants.Whethertostayintouchwithaclientbaseortogiveadetailedupdate onanappâsprogress,developeremailshelppeoplestayintheloopwhenitcomestoanappâsmovementtowardsitsrelease. AAnytraditionalchannelssuchasemailorevenpaidmarketingeïŹortswillhaveacost/benetratiotothemthatwillincreasinglydeclineinuse.This mustbeborneinmindwitheverymarketingeïŹort--acquisitionofnewclientsmusthaveatangiblebenet,andsoultimatelyevennon-betates- tersshouldbeencouragedinthatdirectiondependingonwhentheappisbeingreleasedaswellastheoverallresponsebeforelaunch. ThereareoveramillionappseachontheGooglePlayStoreandtheAppleStore,sotheenvironmentforlaunchingthenextgreatappismorecom- petitivethanever.Becauseofthis,planningoutalaunchismoreimportant,arguably,thanalmostanythingelsebesidesappdevelopmentitself.The keytoasuccessfulapplaunchisadoption,andthatmeansknowinghowtoretainandengagetheclientsthatmarketingeïŹortshelpcreate. Withthatsaid,creatingamarketingplanforaparticularmobileappcanbebrokendowninto vebasicsteps,eventhougheachofthosestepsis itselfratherinvolved.However,byfollowingstraightforwardguidelinesandtailoringthemtoyourspecicsituation,developerscancreateamarket- inglaunchforyourappwhichwillhelpensurebetteruseracquisitionandretentionratesthansimplyâputtingitupâ. 1.MARKETINGBEGINSWITHAPPDEVELOPMENT. MManyappdevelopersoftendevelop rst,advertiselater.Thisisaprettypoorstrategy,andispartofthereasonthatsomanyappshavepooradop- tionandretentionratesintheGoogleAppStore,forexample;theaveragedeathspiralforanappfromappstoreplacementtoanegativeuseracqui- sitionrateusuallyhoversaroundaweek.Tocounteractthis,itisimportantthatmarketinganappbeginsearlyinthedevelopmentphase.Bycreating buzzaroundtheapp rst,developerscanbegintocollectadatabaseofuserswhowillbeprimedfortheappearlyon(âearlyadoptersâ). Invitingearlyinterestaroundanapphasasecondadvantageinthatitalsocreatesanestofbetausersoutsidethedevelopmentgroup,andmore specicallyonethatisactuallyclosertotheuserbasethatadeveloperisaimingfor.Onewaytoknowwhatkindofmarketisatplayhereistotake sometimeoutformarketresearchanddeterminethemostsuccessfulplayersinabasicniche.Lookatwhatcompetitorsdocorrectly,andtakesome timetoreadbothpositiveandnegativeuserfeedbackintheirrespectivecomments.Bydoingbasicmarketresearch,developerscanpreparethem- selselvestodiïŹerentiatewithinaspecicmarketnicheandbuildinterestinwhatmakesaspecicappdiïŹerentbeforeitisevenreleased.Bynotdoing this,developersruntheriskofnotsuccessfullydiïŹerentiatingthemselves. Finally,itâsimportanttotaketoasmanychannelsaspossiblewhereinterestinaspecicappmightndoverlapandcreateengagementtobegin buildingatestercommunity.