You’ve developed an app that is probably one of the best in the industry, will get a lot of applause from critics and users, and probably would propel your business forward. But a good app needs brilliant marketing. Otherwise, it’ll never reach its true potential and will get lost in the sea of 2.8 million available apps.
Everybody knows the importance of marketing in business. If planned and implemented properly, it can help your business succeed in the long run. But, in the world where we stand today, mobile has evolved from just a device to more of a personal companion. People nowadays are hardly willing to share their smartphone even with their own family members.
So in such a personal space, there is very little margin for error. Moreover, right from the process of creation to implementation to marketing the app, there are certain things that go wrong consciously or unconsciously which can harm your business reputation online, which would be the last thing you’d want to happen in this digital age.
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7 Mobile App Marketing Mistakes
So here we list out 7 Mobile App marketing mistakes that you need to avoid to drive business success.
1. Building an App without a clear strategy for marketing it
Building a marketplace app and publishing it in the app store isn’t the end of your fairy tale story. And as it is said in the marketing world, without a clearly defined strategy, it’s just like shooting in the dark.
In fact, the most successful apps in the app store are the ones who have a brilliant and aggressive marketing strategy behind them.
In today’s era, the competition for eyeballs is intense, and in order to stand out, you have to figure out who your actual customers are, what their needs are, and where they hang out. After that, you have to develop strategies and campaigns for marketing to them and figure out which one works best so that your app gets downloaded and used.
Therefore, developing a clear strategy for marketing your app is equally, if not less, important than developing it.
2. Ignoring Analytics
When you set out to market your app, you usually have a vague understanding of your customer’s actual requirements because you develop them on certain assumptions. And to make your app a grand success, you have to turn those assumptions into facts. This is where analytics can help you.
Users will have issues, questions, suggestions about your app usability which they can’t or don’t want to inform you directly. They’ll do a wide range of activities on your app, and by installing tracking software, each one of these is trackable. Analytics can help uncover these facts which will add immense value to your business. So analytics should be prioritized in your marketing plan.
3. Making the mobile experience same as desktop
As an app marketer, you have to understand that mobile experience is not the same as desktop, nor is it just a smaller version of the desktop. Mobile users are time-constrained who have got so much to do at their fingertips. They want to get things done quicker. Your app also shouldn’t be just a launcher for your mobile site. This will create a negative perception of your brand, and users will think that you don’t understand them or their needs.
Further, your app shouldn’t be overwhelmed with a lot of unnecessary stuff and should have far less content than your desktop site.
There are a lot of things that apps can do that desktop sites can’t. One such feature is location tracking. So developing and marketing your app on basis of what an app can do is crucial.
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4. Underestimating ASO
ASO is defined as the process of improving visibility and discoverability by optimizing your app’s sales page.
Each platform has its own specifications and rules. But neither Google nor Apple have revealed completely about the working process of their store, and give very little away about the search volumes and competition. So ASO still is a guesswork type of process. And it’s not an overnight process either.
Therefore in ASO, implementing a test-measure-iterate cycle is the key to success. The two key components, Keyword Optimization (KO), and Conversion Rate Optimization (CRO) should be emphasized while testing as they carry the maximum weight in the ASO algorithm for determining relevancy.
Having the knowledge of what is working and what isn’t might just give you the edge when you’re marketing your app.
5. Creating Apps equal for all platform
One of the most common mistakes app developers make is creating apps that follow the same strategy and objective on every platform.
But you have to bear in mind that the user base of the top 3 mobile OS platforms – iOS, Android, and Windows – are different. And hence they may have different expectations, need, or requirements.
One strategy which works best for iOS may not be the right fit for Android and vice-versa.
Furthermore, there are different developer guidelines for each platform which developers must follow to get maximum visibility in the platform. Apple is considered very particular (or sometimes over-particular) as to which applications should be on its app store.
So researching these topics is very vital before investing in development.
6. Performing outdated practices
The pace of change in the mobile app segment is rapid.
Broadcast messages are a thing of the past, but surprisingly, marketers still use that to engage with customers. The problem with that is every customer gets the same message. But this one-size-fits-all approach rarely or never works. In worst cases, this may trigger users to press the uninstall button.
Rather, segmenting users with the help of a vast amount of available data into specific categories, and then sending personalized messages is a much better idea.
Rich push messaging is one that’s being used widely. In this visual stimuli world where people prefer high-quality images and infographics over texts, there’s no doubt push messages with visual content should be included in your marketing strategy.
One day push messaging will find itself in the tech graveyard and something else will take its place. So being aware of these kinds of technological shifts and implementing them will improve user experience and hence will make your marketing life a lot easier.
7. Neglecting customer retention
Marketing your app is strenuous, but retaining customers requires much greater effort.
Apps, especially in their early days, have a high churn rate. That is because users will download and use the app with different expectations, and if your app fails to meet them, they’ll uninstall it without giving it some thought.
But it has been seen over and over again that marketers devote so much time in the promotion and getting customers and less on retaining them when it is cheaper to retain a user than getting one.
A user will only use the app over the long run if it meets their needs. So developing great UX, getting them engaged, and coming out with relevant products or offers can help retain the customer.
So as evident from the above points, marketing is not a one-time process, but rather an ongoing process that goes till your app exists on the app store. You’ve to add new users and retain them.
Customer’s taste, market dynamics all change from time to time and so should be your marketing strategy.
If you’re looking for mobile apps that follow the best industry practices for your business, our team at ValueAppz can help you out. You can get in touch with us at firstname.lastname@example.org, and our representative will get back to you right away.