The Comprehensive Procedure For a Mobile App Launch viz 2021

How to Launch An App in 2021 [Complete Guide]

We herein analyze the process that goes into mobile application launch, and its importance to seek mobile app goals.


Updated on :
January 11th, 2021
Twinkle Kalkandha
Twinkle Kalkandha
Product Strategist

Everyone is glued to one or another screen nowadays. Have a look around and you would know. There are close to 4 billion smartphones out there. Add to it the 1.5 billion tablets, millions af smartwatches and smart televisions amongst others.

Together, they now make the largest market of the world with the maximum reach, effectiveness and sales. But, making space for your business and its app is not an easy task here! As an app owner, you would have to create the right environment before and after launching mobile apps to ensure they reach the requisite audience to achieve requisite goals.

You herein need to understand that launching an app within this environment could prove to be the most enterprising decision for you and your business. But, you will have to strategize it well in order to gain maximum mileage and affectivity for your mobile app.

Benefits of application launches

Mobile apps are nowadays functional in all industries, work sectors and business verticals. From banking to bookings to service provisions to televisions; mobile apps are functional everywhere in varied forms.

mobile app launch

In fact there are close to 5 million apps in the android and apple’s store. So, good mobile app development is just not enough! What most businesses do not take into account is the fact that proper marketing strategies are also required by all products and services these days no matter what.

The point herein is to understand that it is now eminent to predefine an application launch strategy in order to gain user attention and make your app stand out from the plethora of options available out there.

Mobile app development is an effort, time and money intensive task. Currently, as per recent reports, cost to develop a mobile app on average is around $6500 for general apps that can surge anywhere upto $150,000, or even above for complex ones. And, to jeopardize this in order to save on marketing cost, effort or time; does not seem a very smart decision from any angle.

So, when you intend to head towards a new apps launch, you should strategize a campaign for it much before the event of the launch itself. Let us now understand, how?

How should you launch an app?

A lot goes into developing a market-ready product. A lot also goes into developing a market for the product. There are various marketing strategies that can help you gain user attention while and even before you launch app:

1.Understanding your market

All mobile apps entering the markets do not end up becoming a market success. In fact, as per world trends, only a 0.01% do.

As an enterprising owner of mobile app businesses, before you begin work on your app launch; you are required to understand the current market realities and as to what turn they can take in the coming times. Your app launch strategy will be based on these parameters as well. For instance: If you plan to launch an app of groceries, during the covid-19 pandemic situation; your app should definitely inculcate contactless payment options as well as an app launch strategy that is compassionate enough, in order to comfortably connect with its viewers.

It is tough to launch apps, especially the complex ones. A thorough market research ensures the viability of your idea before taking the leap of app launch. There are basically two aspects to market research requirements:

  • You need to herein stay abreast of the requirements and expectations of your targeted users from your industry and your brand in particular. They are the ones you expect to download your app and then make sales; so what they think and how would they respond to your app launch is eminent for your business success.
  • Another important aspect of market research is analyzing who your competitors are within the industry and how they have been doing business. As an app owner, you should have a clear idea about their app launch marketing plan and the strengths and weaknesses it might have. It would help you design your own app launch strategy with their strengths and with innovative solutions (your own ideas) to tide over the weaknesses.

A clear understanding of your market space will also give you clarity as in how much your user is ready to spend on your products and services.

P.S: Remember, all this needs to be done much in advance (at least 3-4 months before app launch!)

2. Strategizing as per Market Research

Once you are clear about your market and competition within it, you need to make a clear roadmap as to how you will launch mobile apps between all this. For this:

  • Lookout for an appropriate name for your mobile app idea and purchase its related domain name: For testing waters, before your app launch, you should be looking out for an apt name for your mobile app with significance of your industry or an existing brand name. Register the same and design a landing page for it. You would then be able to collect leads, present a preview of your app, begin with press and early adopters, and even integrate with analytics and other testing tools.
  • Also set realistic targets based on user reviews of this landing page: Setting targets will help you set milestones for your app launch marketing plan as well. For this, lookout for your competitive mobile apps on the play store. Try to efficiently apply optimization and marketing strategies aiming to give you an app rating of 4 and above.
  • You could even choose your app development platforms as per user reviews and create a pre-launch marketing plan therein. For instance, if your app does not require to impress your users with high definition or 3-d graphics, cross platform developments (with same code for all platforms concept) could work for you. It will also help you in reducing app development cost, effort and time.

Your strategic plan should ideally include your pre-launch app strategy as well as post launch market plan.

3.Social Media handles are a necessity

This is one of the most important steps in articulating an app launch.

Thinking Why?

Analyze this, ‘In 2020, there are 3.81 billion people actively using social media in the world, and this is an increase of 9.2% year-on-year from 3.48 billion in 2019.’

app launch strategy

These figures suggest that users mostly even checkout social media reviews, even while purchasing products from physical stores. They tend to check social media accounts multiple times a day, which won’t be the case with your app. Thus, not utilizing social media for an online presence would be equal to committing a sin for your business presence which we are sure you would not want to chance upon.

So, once you have finalized and published a name for your app try to lockin the same name profiles on all major social media platforms including Facebook, Instagram, Sapchat, Twitter, Pinterest and YouTube. Your app launch strategy should focus especially on social media platforms used by your targeted audiences.

Remember, that social media handles can play a crucial role in your pre-launch app marketing campaign. They can help you drive communications about your offered products and services and create a hype about your business. After you launch apps formally, you would have to insert their download links within their bio as well.

4. Create a video pitch

One of the most important ways of engaging with your viewers nowadays is through an effective Video. Video can be posted on your landing page as well as your social media handles, a few weeks before your app launch. It will help the user to understand what they should await in the coming time. This video should:

  • Clearly explain as to what your app does and what market gap it fills.
  • You could try and include real-life scenarios for maximum affectivity.
  • Make it short (approx.1 min.) sweet and crisp.

You could hire an app marketing company for this job or opt for an app like Camtasia to develop a professional looking demo video for your mobile app.

5.You would need images and additional content too

Everybody will not open your video. So, before app launch you would also need other forms of content that includes text and images.

Herein, you would need content creators to write blogs, articles and social media media posts for your mobile app that could be posted on your app’s landing pages as well as on social media platforms. You could even research about your industry-specific directories and post write-ups in connection to your business there (as they might not allow direct marketing!).

Also, remember that this content should be timely refreshed and more so in the launch week for maximum affectivity. When planning your mobile app launch, you should also plan and maintain a calendar for these posts to go out on regular intervals.

To spread a word about your new app’s launch, you could also rope in social influencers and if possible, community and industry leaders to say a few words or explicitly promote your app.

P.S: If possible, connect with someone from Apple’s app Store and Google Play editorial teams to feature your app on the front page of their app stores ( Getting enlisted within their ‘Staff Picks’ or ‘Editor’s Choice’ columns which could prove as a huge step forward for you and your mobile app launch)

6. Choose your app store and work on its App Store Optimization strategy

You would have to choose the app store ( iOS or android) that you wish to host your app on. Even though you might want to launch your app on both, you would have to decide, on which to launch first as per your target audience. Remember, that both these app stores include their own set of app development trends as well as deployment and marketing guidelines. You will have to learn about each of these before your eminent app launch. Launching on one store will help you review audience response and then make changes on your app before launching application on the other platform.

7. Work on your App Store Optimization strategy

So, you have hired the best app developer for your mobile app development. But, how good will be your app until it is not found by your target audiences?

App store optimization or ASO is something like the SEO of the mobile app world.

As per world reports, most people search apps through browsing on the app stores. ASO strategy ensures that your app will get listed on a higher rank within your industry related keywords on app store listings. So, ASO is necessary, not only for its app launch; but also for your app success.

8. Network with other leaders within your industry

Newly launched apps require as much mileage as possible, whatever may be the source. So, try and connect with already established market brands that might want to work with you or whose profile may compliment your app’s products and services. If they accept to give you a link or a few words within their already achieved market space, it could be a great step forward for your app launch.

The press, journalists, magazine editors and reviewers, bloggers, etc. are other market leaders in their own right who can bring in a lot of viewership for your new app launch. You might have to pitch in to them with a demo video, an explanatory document or through a possible known connection. This all should be ideally done a few weeks in advance of a new app launch. Also. give them your ears to listen about their critical reviews and make yourself available to answer any of their questions, find your UX/UI mistakes and listen to all their recommendations.

9.You could plan out a beta release of your app

Skeptical about the user response to your app?

Do not worry! You can plan out a beta release of your mobile app before a formal app launch. Your hired mobile app developers will also guide you for the same.

A beta version is a close-to-the-final product app that is launched and open for download only for a few groups of people (testers). There is a feedback loop included that helps these testers to check all aspects of the mobile app and provide reviews and recommendations on them. It helps to crease out all the folds in your armour, before your new app launch.

P.S: Both Apple and Google encourage beta tests and provide extensive guides for the same.

10. Create content for the press

Remember, press journalists are your best friends to support newly launched apps. Create a complete kit (like a small pitch for your app) on your app and present them with the same. It should include:

  • Your brand vision, mobile app’s screenshots, and demo video
  • Your app store product page description
  • Links to your website and social media accounts
  • Your contact information, etc.

Try and get as much coverage as possible from them just before and after your app launch.

Also reach out to your business network, ex-colleagues, friends and family to share your app information and content within their networks. You herein, need as much outreach as possible. A small email or message with the demo video would do the job here effectively.

11.Enumerate your paid marketing strategy

Developing a successful app is not a day’s work, and so is not making it to the top of the Google pages. It takes a lot of time and effort, not to mention a well-planned and executed SEO and ASO strategy. But, till then you and your business can get effectively found using paid advertising.

When you are about to launch mobile apps you can flood facebook, google, instagram and other platforms (visited by your target audience) with ads, directed towards your landing page or your app download page.

12. App Store registration and formalities

This is an absolute necessity for any and all app launch. You would have to register with the mobile app store and provide them with your product page, images, demo video with them too. You could utilize the reviews received from beta versions, content, social media and reviews to evolve a language that might resonate with the end users.

P.S: Rember, that what goes on your app store will be read by all your intended viewers and your app download is more than not, dependent on this content.

13. Launch app with an online party

You need maximum coverage and online mileage. To do so, you can connect with your intended viewers using a webinar. Right before your mobile app launch, you could send webinar links to all your social media followers and intended users through a mail with the requisite link and a short and sweet explanation as to how this mobile app can help them perform a function or save time, effort or money. Basically, it needs to clarify the realistic market gap that affects their life and for which you are presenting a solution.

Your mobile app launch is special to you, make it special for your initial supporters as well. Announce discounts, special points, ,loyalty bonus, etc. for all these users and viewers on app downloads.

Also, do not forget to notify your launch app on your social media handles, press list, influencers, industry leaders, etc.

14. Lookout for user reviews

User reviews form an important part of all App store optimization strategy. Encourage users to post reviews through websites, app downloads and even social media.

Reviews are always good. Positive reviews will help you rank better after your mobile app launch and negative reviews will help you evolve your product and remove bugs as per user requirements.

Keep users updated on your progress. Your users should know that you are always listening. Respond to their feedback (positive and negative both) in a timely manner.

15. Bring in the next version soon

There are no bug-free releases. So, you should be constantly monitoring your user’s feedback and zero in on major issues and bugs in your app.

As per this feedback, you should launch app’s next version (1.1) asap with fixes of the identified bugs.

Remember, that most successful apps average one update a month. App maintenance is an important part of all app successes. As a newly launch app, you should release updates often. It would also help you earn more app store ratings.

Also, as an app owner you would always have to keep tabs as to when should you update your app.

P.s: Put in as many fixes as possible into your first update so as to minimize the effect of bugs on your ratings.

16. Engage and update users

Once you launch app, it is not the end of the road; in fact it is the beginning. You would have to constantly engage with your users through social media handles, landing page, etc. Keeping an updated log and bug fix profile on your app store page can also help in this direction. It helps to keep transparency and tells the user that you have been listening to them and making the app more user friendly for them on a regular basis.

Any big development or product or service launch can also be announced through separate push notifications or emails, after you launch app. You can even make a separate ‘coming soon’ section to announce these updates.

Evolve with time and requirements

Rome was not made in a day and so will not your mobile app success. Be persistent in marketing, even after your mobile app launch. Interact with your users wherever and however possible. Keep innovating and develop a dynamic mobile app that will somehow or the other enrich its user’s life or work and fulfill a real world problem. The world is yours to take my friend!!

    Frequently Asked Questions

  • How do I launch a new mobile app?
  • What do you need to launch an app?
  • How much does it cost to launch an app?
  • How do you release an app?
  • Can I build my own app?

Next up

Before you start your first mobile app development project, there are certain questions that you must ask.