We herein analyze the process that goes into mobile application launch, and its importance to seek mobile app goals.
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.
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.
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?
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:
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:
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!)
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:
Your strategic plan should ideally include your pre-launch app strategy as well as post launch market plan.
This is one of the most important steps in articulating an app launch.
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.’
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.
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:
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.
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)
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
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.
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.
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!!
Once you have developed an app, you need to submit it to the app store (with requisite details) for app launch. You would also have to announce your app launch via your social media handles, influencers, if possible, celebrities, amongst others.
You need to submit your mobile app at the designated app store for launch.
You release an app through a designated app store. The two most famous app stores as of now are the Google app store (for android apps) and the Apple App store (for the iOS based apps).
Before you start your first mobile app development project, there are certain questions that you must ask.