You can build a brilliant app. But if your mobile app launch strategy isn’t on point, everything goes in vain.
Imagine this: You have researched the market and identified the gap. Now you want to capitalize on this market opportunity with an innovative app. Also, you have even hired the best mobile app development company to build the app. However, you are doing nothing for its launch.
In such a case:
- The buyer market is not aware that your app even exists
- No one knows about the features and functions of your app
- Your target audience doesn’t even know how your app resolves their problems
This will lead to:
- Low app download rate
- Fewer subscriptions
- Small user base
- Little to no profits
- Losses overtime
Not having a proper mobile app launch strategy is the greatest injustice you are doing with your business.
Moreover, the mobile app market has become a competitive space.
Statista report states that over 1.96 million apps are on the Apple App Store. Further, the Google Play Store has 2.8 million apps for download.
So if you think that people will find your app on their own, then you are making the biggest mistake.
A clearly defined marketing plan is vital to ensure your app’s success. Therefore, in this blog, we will discuss the right way to launch your app.
Mobile App Launch Strategy: Before The Launch
Surprisingly, your mobile app launch marketing does not start after your app is ready.
As soon as your app goes into development process, you should start with the launch strategy.
However, curating a mobile app launch strategy isn’t simple. You need a lot of market research and a proper plan.
Here are a few things that you can do before the app launch.
1. Market Research
Market research is a crucial part of your app launch strategy. Through market research, you can analyze your competitors, explore new market opportunities, and know where your app stands in the current industry trends.
- Research your competitors minutely
- Know the ins and outs of their products
- Analyze their pricing strategy and marketing tactics
- Observe how their app appeals to the target audience
- Find out the strengths and weaknesses of their products
- Sort out the market gap
- Research how your app relates to current app development trends
2. Identify Target Audience
You probably would have done the market research during the app ideation phase. You know there is demand for the services your app is offering.
However, if you don’t know your target audience, then to whom will you pitch your app?
Identifying and creating a strategy around the target audience will lead to your app’s success. It is because your app launch strategy should focus on your target audience’s pain points and preferences.
- Conduct user research through surveys, product testing, and feedback analysis
- Create a user persona with demographics, needs, and preferences
- User persona will help identify your USP
- This USP is what you will use in your app marketing strategy
3. Decide Pricing Model
Your app’s pricing strategy will decide your monetization model. It is not only important for your revenue generation but also for the app’s popularity.
An app with cheaper subscription rates and great services is a sure-shot success.
- Decide your pricing strategy after researching your competitors, market trends, and demand
- There are top three app monetization models – Free, paid, and freemium
- Free: Users can download your app from the app store for free. You will earn profits through advertising or other in-app features and sales.
- Paid: Users will have to pay a fee to download and install your app
- Freemium: Users can download your app for free. But the free version will give them access to only limited features. To access more features, they will have to purchase or take subscriptions.
4. Develop Branded Visuals For Marketing Purposes
Let’s face the truth. Visuals sell!
Marketing posts and content with impressive visuals lure potential customers. It attracts their attention and influences their decisions.
- Get your app a creative branded logo
- Build branded screenshots and videos of your app
- These visuals are also an important part of app store optimization
5. Establish Your Online Presence With A Landing Page
You should start working on your app’s website before the launch of the product. Further, your website will also complement your social media marketing campaigns.
- Build an attractive website with a landing page
- Display your app’s features in a brief and creative way
- Describe your app functionality with screenshots and promo videos
- Include a mailing list sign-up form that will alert your customers when the app is ready to download
- Your website will not only support your marketing efforts but also drive initial downloads
- Most importantly, you should focus on getting as many email subscribers as possible from your website.
6. Build Your Social Media Presence
We are living in the era of social media. Social media marketing is a core component of your mobile app launch strategy.
A strong social media presence for your app will influence your target audience and drive more downloads.
- Create your app’s social media accounts, pages, and groups
- Start social media marketing with posts, articles, and videos
- Create hype around your app
- Target your potential customers with personalized messages and posts to pitch your app
- Ensure to direct your social media traffic to your website and ultimately to your mailing list
7. Focus On App Store Optimisations (ASO)
App store ranking is very crucial for your app’s visibility. Just like search engine optimization, you need App Store optimization to rank higher.
- Use relevant keywords in descriptions and titles
- Include quality images and video
- A good ASO will lead to higher rankings, more exposure, and more downloads
8. Be Ready With Press Kit
A press kit comprises a collection of promotional materials strategically assembled to showcase the unique qualities that set your product apart.
- Make sure you have your whitepaper and other materials ready before the app launch
- Also, ensure that your press kit contains correct details about your app
- It includes visuals, contact information, social media links, promo videos, and other information needed to promote your application
9. Pitch Your App
The power of media outreach and business connections is crucial for initial momentum.
- Pitch your app to journalists and bloggers with your press kit
- Offer free download to media persons to install your app and write reviews in return
- Reach out to your personal and business connections with customized messages
- Tell them about your app’s features and the upcoming launch
10. Set Up Your Marketing Strategy
Targeted marketing campaigns are core components of your mobile app launch strategy.
You can do it yourself or hire a marketing agency to do it for you.
- Create a marketing plan for all channels
- Get started with Google ads, social media marketing, SEO and all
- Start affiliate marketing and influencer marketing for more exposure
11. Invite-Only Beta Access
Before releasing an app to the general public, you have the option to conduct a limited beta launch.
The purpose of a beta version is primarily to cultivate an aura of exclusivity around your app.
- Test your app and gather feedback from real users
- Resolve bugs if any and improve user experience
- Identify and resolve any other issues related to app performance
12. Get Early Testimonials
Try getting testimonials, reviews, and feedback from early customers and your network who have used the app.
Showcase these testimonials on your website, app store, and social media as proof of your app’s success.
Mobile App Launch Strategy – During and After App Launch
Now your app is ready to launch for the public.
However, you still need to put effort into your strategy to get results. What you did before the app launch was just the teaser. You need to stick to your strategy post-launch as well.
Here are a few things you should do after the app launch.
1. Submit your app to the app store
You need to submit your app to the app stores. If your app supports Android and iOS users, register your app on both Google Play and App Store.
Note: Your app page on the app store is optimized.
2. Reconnect with your mailing list
Remember the mailing sign-up form you integrated with your website?
By now, you should have a decent mailing list of interested customers. It’s time to use that mailing list and connect with your audience.
Notify your email subscribers about your app release. Also, notify them about special deals, promo codes, discounts, and offers.
3. Notify your press list, connections, and influencers
You have already made media connections before the app launch. Also, you connected with your business network and industry influencers.
Use these connections after the app launch. Ask them to review your app, publish vlogs, blogs, and news articles. Further, you can even ask them for social media mentions, posts, and reviews.
4. Continue Marketing Efforts
You need to continue with the app marketing you started before the launch.
You should continue to build hype around your app. Post app videos and promotional content on different social media platforms to make your TG aware of your app.
Announce the app release date. Also, start a countdown campaign for the hype.
After the launch, talk showcases your app’s success with metrics, download rates, and reviews.
5. Monitor feedback
You should never ignore customer reviews, feedback, and ratings. Be it any platform, give it importance if any of your customers have left a negative issue.
Find out what went wrong. If there is actually a technical or management problem, resolve it.
Note: Always ensure to reply to all reviews and feedback (even the negative ones). This encourages customer engagement and builds your brand image.
6. Monitor app store rank
The fate of your newly built mobile app hinges on the rating it receives within the app store.
Mobile apps with ratings below four stars usually do not receive prominent placement in the store, as a low rating signifies a subpar user experience.
The positioning of your app is influenced by factors such as the app description, in-app purchases, and user retention, among others.
Consequently, as your app garners initial downloads and reviews, it is crucial to prioritize these ranking elements. This strategy will enhance visibility and elevate your app’s position on the store’s listing.
7. Give value to customer requests
You will receive reviews with suggestions on how to improve the app. Pay attention to such customer requests.
You have made the app for your customers. So, if your customers are suggesting improvements, this is a good sign. Moreover, you can even get an innovative feature idea in such reviews.
Work on those improvements, bring app updates, and impress your customers with a better app that they prefer.
Conclusion
A mobile app launch strategy is crucial for the success of your app. If done in the right way with accurate business data and metrics, it has the potential to make your app a hit in the market.
In addition to developing an app that is feature-rich, responsive, and user-friendly, you must also focus on the launch strategy. A carefully crafted strategy that revolves around your industry trends, market opportunities, and target audience works as a catalyst for your app success.
