28 Apr 2015

Creating a Mobile App Marketing Plan

We were sharing our thoughts about 15 Tips for Launching Mobile App previously. To start promoting your app you need to take a serious step that starts from mobile app marketing plan.

It is important to understand the basic principles of Mobile App Marketing. It forms the basis of your marketing campaign and determines the overall success of your App. Campaigns are usually split into three major stages:

  • Launch Preparations
  • Launch
  • Retaining Interest after Launch

Let’s look at resources you need and examine each stage in more detail.

Resources you may need

Below are things that will help your mobile marketing campaign for your newly developed app

List of platforms

Immensely helpful when publishing content. It should be created at the very start of your marketing efforts and continually expanded. As the campaign proceeds, note down which platforms gives the maximum exposure. It could be more beneficial to tailor your content towards their requirements, which brings us to the next point. Include the requirements of each site for publishable materials, making your job easier in the future.

Editorial Calendar

A calendar style spreadsheet of content to be used internally. It includes dates of release for news announcements, press releases, blog posts, videos, reviews, graphics and interviews. This can also be expanded to include Mobile App Updates dates and content that complements it.

Armed with this two, you can prepare for your launch.

3 Stages of Mobile App Marketing

  1. Launch Preparations

To make your app launch as impactful as possible, there are several things you have to do. You might not have the resources to put everything into action but any combination thereof will increase the chances of people downloading your app.

  • Have a centralised theme
  • Prepare content calendar
  • Identify content release portals
  • Identify demographic
  • Target desired demographic accordingly
  • Set up App Store Optimisation and Analytics System
  • Create teaser content

To begin with, have a centralised theme for advertising materials, this keeps everything in focus and creates a look that users identify with. Prepare content calendar for reviews, graphics, news announcements and press releases about the App. Distinguish various portals, blogs and magazines for your content and come up with a final list of platform for your content. Identify your target demographic and react accordingly, based on the platform they use. Work on App Store Optimisation and set up all necessary analytics systems. Teaser content drives anticipation so create teaser content for the app if possible, such as advertising videos and have a landing page for the App.

  1. App launch

The launch of an app can be done in multiple ways, with the primary goal of attracting enough traffic to reach the highest possible position on the ranking board. Here are just some common examples of what most App Developer do:

  • A banner campaign in Facebook and on other social networks.
  • Securing a large number of reviews in media outlets.
  • Offering early bird privileges

But one can always adopt a more comprehensive campaign. Begin your Social Media Network Campaign to maximise your coverage. Get as large a number of reviews as possible, on different types of media such as videos, blogs or otherwise. Publish reviews, tutorials and content on your own channel if possible. Test your ad campaign in ad networks, A/B test to see what works and what doesn’t, make the necessary corrections and launch the campaign. Distribute your press release to relevant media outlets to ensure press coverage. Edit and fine tune your App Store Optimisation, refine landing pages accordingly and begin your PR promotion. All these to ensure that your App gets off to a flying start.

  1. Audience retention and organic growth

Even when you’ve reached the higher echelon of the ranking charts, it’s still too soon to celebrate and stop the marketing efforts. A change of tactics is needed now that you are have a core user base to work with. Use the following to retain interest and engage new users:

  • Push-notifications.
  • Offline Advertising.
  • News & Update
  • Contests & Promotions.

Here are some methods on how to retain users and keep your new audience interested:

  • Send relevant push-notifications.
  • Publish your own videos on YouTube
  • Publish content on relevant portals.
  • Release a steady stream of content about app and updates.
  • Develop and launch a contest/promotion
  • Offline advertising of the app.

Here are some simple ways to keep your current user base satisfied and attract new audiences. Start by delivering push notifications about news, app updates and promotions. Create off-line advertising campaigns and continue current online campaigns. Publish articles on relevant portals and release a constant and steady stream of news about app features and new updates. Occasionally develop and launch a promotions or events/contents for users to drive up and retain interest.

As a summary

To be concise, marketing for your mobile app is a continuous process that requires changes in tactics from pre to post launch. You start off by generating hype and anticipation for the launch, followed by releasing content to retain interest. Have occasional promotion and contests for your users to drive app usage.

Take a look at 7 Essential Tips to Help Market Your App for more mobile app marketing tips and check industry studies and ideas from leading companies on app marketing.

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