The amount of mobile applications is growing day by day. Accordingly, competition between mobile applications that solve the same consumer problem is intensifying. The developers try to invent something new in their product to make it unique and attract more users. But even creating unique software is not everything and not the time when you can relax. Your app won’t be visible and downloaded without proper app marketing, which is in fact a non-stop work.
The formation of an effective strategy for promoting a mobile application involves the following steps:
- Analysis of the target audience. This stage involves the formation of a portrait of the consumer, ie, a description of his age, place of residence, employment, gender, interests, behavior, and so on. The criteria by which the consumer should be described vary depending on the specifics of the industry and the product. When describing the portrait of the consumer, it is important to determine the media with which he interacts, to further select the right channels of promotion.
- Analysis of competitors. At the pre launch stage, it is necessary to identify the main strengths and weaknesses of competitors, analyze their positioning and pricing strategy, and identify opportunities for competitive advantage. Competitive analysis involves considering both direct and indirect competitors. When conducting the analysis, you should pay attention to the feedback of consumers of competitors about their mobile applications, which are on the pages of applications in application stores. The information obtained will avoid the shortcomings of competitors and you can take into account the wishes of users when developing your own application.
- Selection of tools to promote the application. Depending on the characteristics of the target audience, mobile application and marketing budget, a list of online and offline tools that can be used to promote this mobile application should be formed. For example, you have created a language learning app. Webinar can be an awesome way to teach or sell something. Chatting with students live is an effective way to convey useful knowledge, which is why subscribers love it. A few days beforehand, you should make a post with a webinar notification. It’s a great idea to ask people to subscribe to the mailing list, through which you will then send a start notification. The main purpose of promotion at this stage is to increase the level of awareness of potential users about the mobile application, its benefits and value for them. According to ComboApp mobile app marketing agency, the implementation of promotion measures before the release of the application contributes to the effectiveness of the promotion strategy after its release and creates a synergy effect. Keep in mind that in the pre launch phase of the mobile application, the main goals will be to provide traffic only, as it is impossible to convert visitors, as the application is not yet available for download. Also, at this stage it is necessary to gather a contact base of the target audience, to ensure the implementation of the promotion strategy after the release of the mobile application.
- Finalization of the strategy. The next step is to form a sequence of application of the selected promotion tools. At this stage, it is possible to change the selected promotion tools to others, or to refuse to use certain tools. The time frame for the implementation of a set of promotion measures is determined. If you see that something is not working for your product, you should leave it and seek for another method. Here you should create a content plan with a schedule of publications in selected media and promotion channels.
If you feel like all these steps are too difficult for you to realize, you can keep on doing your job as a creator and rely on marketing agencies and let them do this job for you.
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