One market that has gradually become competitive in the technology world is the mobile app market. With over 2.7 billion potential customers, this market has seen many businesses adopt and tailor applications that have a competitive edge over the others.
But it’s never an easy journey launching an application that will grab all the attention and have everyone downloading it. How many applications have you come across in Google Play Store and Apple Store without a hint of what they are about?
A lot. Matter of fact, if you’ve never heard about it, you probably might not even download it.
- So, what makes the difference?
- Why a proper launch matters
- 1. Who is your target audience?
- 2. Determine your statement position
- 3. Determine your success criteria
- 4. Prepare the launch activities and actual launch
- Content promotion
- Identify product influencers
- Creation of a press kit
- Curate your product
- Product page description optimization
- Launch the app
- 5. Respond to feedback after launch
- To sum it up!
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So, what makes the difference?
The organization and planning of launching a successful app can get to be a lengthy and even strenuous process as opposed to what many might think.
Getting to build that mobile-friendly app that boasts of high performance, an intuitive design that would vary and adapt to all screen sizes and has a good user interface (UI) on top of that takes more than hard work from the experts.
Among the aims of launching an application is ensuring user engagement is significant – and not just to drive downloads. For a business that aims to gain a competitive edge over others, leveraging an extensive app launch strategy is one of the key aspects in ensuring the app is successful.
Why a proper launch matters
An inadequately prepared mobile app launch will see the business, company or your entity lack the traction, revenue and the public interest you had hoped for.
Just like every other business, a mobile app launch will need to meet the customer’s needs, will need to have a marketing strategy and must differ from the rest in its innovation.
Remember the app launch will have a major impact on the acquisition and retaining of your customers. The aforementioned factors show that there is more to developing an app than many people think.
So, how do you get that edge? You can start by following these five tips:
1. Who is your target audience?
This should be the first question that comes to mind.
Market research will help you identify your target audience. Knowing your audience will go a long way in ensuring that you save your time and money while planning your launch.
You will get an insight of the audience regarding the existing apps and what they dislike about them. This will provide awareness on what to avoid while launching yours.
When you know your audience, you can create a message tailored to them that will resonate.
The market research will further help in attracting the customers to the product by creating a message. The user takes the center stage on every successful app launch.
And since the demographics differ on who will access the app, during the planning and discovery stage, create user personas which may include goals, demographics, behavior patterns and motivation factors.
You should identify your product’s central demographics.
User personas have turned out to be among the core tools in the user experience (UX) field. They answer questions such as:
- Who is the product for?
- What is the problem that needs a solution?
- What value will the app deliver to the users?
In a nutshell, the user persona should create a foundation for the product’s user experience, interpret research findings, identify user’s objectives among others.
2. Determine your statement position
This will involve sharing the SWOT (strengths, weaknesses, opportunities, and threats) analysis to your key stakeholders and the internal team.
The app market is huge so you need to offer something different that will make users download your app.
With your target audience, identify your Unique Value Proposition which is a factor that proves your product is more valuable for purchase. You should not describe what your app offers but focus on why your app is different – why it’s better.
While at it, ensure that the internal team is on the loop by understanding your intent on the product.
Having communication with the internal team is essential in helping spread the message to the external stakeholders. This will go a long way in achieving buy-ins.
3. Determine your success criteria
This is the grading of the success of your app launch drawing references from other products. There are two steps involved in the process:
- First, you have to set goals that you want to achieve. Don’t go overboard and stay realistic.
- Second, you’ll have to determine how you will measure these goals.
This will show the stakeholders if the launch is a success or a failure. The set goals depend on the active install rates, average rating score and the number of reviews.
4. Prepare the launch activities and actual launch
This is another important section as it prepares the execution of the actual app launch. This will be a marketing plan that was earlier mentioned and must be executed promptly and properly. Here are some core activities you might do on this phase:
You can use bloggers, advertising via social media platforms, having a website design or through traditional advertising. Have a timeline of events including the date of the launch.
Identify product influencers
Having influencers actively involved in your industry-related conversations and having talks about other related apps in your industry is essential.
Connecting with the influencers will help the promotion of your app.
Influencers can bring a large influx of people when they explain how the app has met their needs and how different it is from the rest.
Creation of a press kit
Making your app easy will lead to the influencers featuring your app which helps in maximizing chances of getting media coverage. Having your assets in an online directory will make the access easier and some assets you can include are as follows:
- App description,
- App graphics & creatives,
- Contact information and
- Links to your sites.
Curate your product
You can do this on various sites where you can receive some reviews and have an insight into what it will be like. Ensure you identify a site that fits your target audience and your app.
Product page description optimization
You need to convince the users to buy your product. In platforms like the App Store, you only have five lines to do that, the rest is hidden behind the ‘read more’ option.
This means you should capture the user’s interest in the first five lines.
Give your best shot on the description and use mobile app ASO and SEO to rank higher which means your app will be more visible to the consumers. Have keywords strategically positioned in your descriptions and on it, ensure you explain how the app will solve their problems.
Last, mention key features that stand out on the app.
Launch the app
Find out the guidelines the app should follow before being submitted to the stores and once you have met them and submitted the app, alert your influencers, bloggers and the community to check out your app and try it.
Proceed on to alert your friends through the social media pages.
5. Respond to feedback after launch
Ignoring the customers’ concern will lead to your app receiving negative reception and this would hinder the long-term success.
Reach out to customers quickly when an issue is raised. Make sure you have a customer service department is in place, as well as bug reporting avenues.
To sum it up!
A successful mobile app launch requires a thorough process and not only does the technical and coding bit count but also the human factor in it where the customer needs must be met.
Your app should help solve a pressing consumer issue, more than anything else.
And this must be done in the simplest, and most elegant way possible, propagated by how the app itself is launched.
Heather Redding is a content manager for rent, hailing from Aurora. She loves to geek out writing about wearables, IoT and other hot tech trends. When she finds the time to detach from her keyboard, she enjoys her Kindle library and a hot coffee. Reach out to her on Twitter.