So you want your app to be a failure. No, of course you don’t, but Apple reported that there were more than 100 billion app downloads from their App Store in 2015, and that you means you have both a ton of opportunity and a ton of competition. If you want to win, you have to have a plan, and you absolutely, positively must avoid the following four mobile app marketing mistakes.
Wing It – Avoid App Marketing Mistakes in Promotion
If you have your heart set on a failed mobile app, go ahead and fly by the seat of your pants. The worst mistake you can make in marketing is not having a plan. There are so many levels to marketing your app: social platforms, SMS marketing, email campaigns, mobile coupons, in-store QR codes, cross-platform mobile ads. There is practically an endless list of ways to reach out and snare a few thousand (or million) new downloads, but if you just try a few things to see what works you’re likely to wind up wasting a lot of time and money with not much to show for it.
Don’t leave it to Apple store or Google to generate interest. Outreach to social media influencers who loves to use and share the next best apps and use their captive audience to drive social traffic to your mobile optimize app download page.
Leave App Monetization Up to Chance
At the end of the day, your app needs to make money. In a very small percentage of cases your app may sell organically. It is, after all, possible that you’ll launch to great anticipation and equally great acclaim and mere word of mouth will have everyone downloading in spades, but even that miracle scenario assumes you’ve done something to help create that buzz in the first place. Know which fund-generating method (or methods) you’ll be using and figure out how they’ll be implemented:
- Pay to play (charging users to download the app)
- Banner Ads
- Native Ads
- In-App Purchases (buy more lives, skip a level, unlock additional functionalities)
Don’t Bother Segmenting Your App Users
Back in the day, people would have their supper interrupted by door-to-door salesman peddling everything from Tupperware to vacuum cleaners. Later it was cold calls that broke the dinnertime peace, and now we’re bugged 24/7 by emails we don’t care about and SMS messages that have nothing to do with the products we want or services we need. “Segmenting” is just fancy industry speak for grouping your users according to their interests so you can better target the people for whom your app is most relevant. It’s useful in SMS marketing, too. In the case of mobile apps, segmenting can help you identify who will ultimately want your app so you can better whittle down your ideas on how to market to them.
Assume App Marketing Success
Assuming success – or guessing at failure – is a major mistake. Giving yourself a grade can be as easy as figuring out how to get more mobile apps ratings and reviews and then reading what those users have to say and it can be as difficult and nuanced as collecting reams of analytics and interpreting that data to see not just how your app is doing but how your marketing strategy is faring, too. Once you know where you’re at you can figure out how to do matter, and that is often the difference between just keeping your head above water and learning how to really swim.
Some 83 percent of B2B marketers think mobile apps are an integral part of content marketing, and the industry as a whole seems to agree. Apps pack a lot of user-friendly features into a small but mighty package, but you can only deliver that content and functionality to consumers if they know you’re there. Launch your mobile app with a plan in place and you’ll jump start not just your app but your entire mobile marketing strategy.
What’s the mobile app marketing mistake that you made?
What do you think of what I’ve covered so far? What app marketing pitfalls have you seen? I would love to read your
Guest Post from Sophorn Chhay – Sophorn is the marketing guy at Trumpia, the most complete SMS software with mass mobile messaging, smart targeting and automation.
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