Many believe that the idea is what makes one application appealing to the public, and even though that’s true, very often it is more the question of how we present that particular idea to the public.
Let’s say you have created your dream application, and you have used everything and anything to promote it, still you cannot get past more that 40 or 50 downloads a day.
So, what could you be possibly doing wrong?
Many app developers have successfully promoted their app without spending a penny on promotion only because they managed to synchronize all their marketing tools and ways of promotion.
When launching an app one should think about maximum exposure, so synchronizing exposure in various outlets is the best way to start. Apart from the fact that you need to think very carefully about your PR (whether to use a professional or to do it yourself), everything else you do, such as social media marketing, blog posts, or banners, should appear at once.
Do you have a personal story?
Having a personal story behind your product, or telling the public how you got the idea, is also very important if you want to reach more public and to see a successful launch. In a word, to singe your app out of thousands of others similar, or different apps in the same genre, you need to get the attention of your potential consumers with a story. You should try to develop an emotional attachment because it will be easier for the people to remember, to get interested, to opt for your app than the similar one.
Though the story should be entertaining, if it’s not, do not exaggerate with details or make them up, people will know. It is certainly easier to tell the story if you are a game developer, but non-gaming apps need a story as well. We want to hear what inspired you, why did you create it, why do you think it’s necessary and so on. Do not underestimate the power of story telling. Once you have you story, share it everywhere.
Do you need to hire an agency?
Hiring an agency is a good choice if you have no experience in marketing and promotion, however, you may be surprised once you realise that you actually do have experience, and that you in fact know what to do.
Why? Firstly, there are many ways to promote your product for free, and secondly, every time you share something on social media you are promoting it.
Facebook, Twitter, LinkedIn, and Google+ is where you start, promoting your app several times a week. Start you blog, contact bloggers who would be interested to write about it, build a microsite (take cues from Snapchat), build a teaser website a month or two before the launch, and post on Pinterest. Pay attention to video promotion and make the most of Vine, creating a series of how-to, and create a product video (creative and funny, and include your personal story).
Seek for an events where you can make an appearance and talk about your app. Finally, apply for awards such as The Mobileys or Kiip Build Fund (if you win, there is a ton of press for you) or run an interesting contest that will make people share and talk about your product. The truth is that all of these promotional things you can do on your own.
How awesome is your website?
I have seen many developers overlook one important element: website. Your app needs a home, a place where you can describe all the great things about your product, a place where you can use old-school marketing techniques. Sometimes, your home website is the best channel to create a steady download.
On the other hand, many developers put so much effort into building their home website that they overlook the importance of simplicity and efficiency of the well-designed page.
One-page site with a download button is often enough. If you are not sure, opt for templates (but choose the right templates according to your business) or get some inspiration by looking and searching for those already successful apps and their promotional home pages.
Once you are done with your App Store and email optimization, the best way to introduce your app to the world is to make it free at launch; it is a great promotion, because the promotion is news by itself, and many blogs cover app promotions. If you do not agree with this option, consider offering a promotional price during the launch.
Finally, though we all know it, make use of your personal contacts and try to recruit your customers manually, that is, know your audience and find them, this may be your best app marketing strategy. Remember that a happy customer is your best brand ambassador.
