Marketing an app is all about building up that initial frenzy when an app is launched and creating a buzz with consumers, bloggers and key press contacts. Those who have a strategy and start marketing the app early create the best buzz and give their app the best chance in a very competitive market.
1) First bird gets the first worm
When the app first becomes available in the app store is a key moment for initial buzz but don’t miss the chance to start your marketing strategy before the app is released to really exploit the buzz you can create. Many developers have begun building splash pages which act as a promotional platform for the app prior to its release and then grow into the full app website post release.
2) Get your app into the right hands before the launch
Make sure your app gets into the hands of the press and key bloggers before your launch. iOS apps which have been accepted by the App Store but not yet released can still be downloaded using promo codes. This means that you can let those in the media have access to your app before its launch and help you create a buzz.
3) Launch big
When you do launch, do it in style – send out a triumphant newsletter and hit all your social media channels, have blog posts on standby and get them out to all your contacts to get your name across the web. You could also think about running a contest or holding a live or online event to officially launch the app. Make sure you maintain the buzz throughout the launch by getting a steady stream of review websites to cover the app and give away promo codes. Remember to keep asking yourself how you can add value, mystery, polish or spin to your product to keep your promotion material fresh.
4) Timing is everything
Try to co-ordinate all your marketing efforts to happen at the same time as lists in app stores are ranked by downloads in the last 24 hours so give yourself the best chance to get on those lists by having your reviews, tweets and newsletters hit the web at the same time.
5) Keep the buzz
After the app launch keep the buzz about your app by creating teasers for upcoming features, incorporate beta testers and keep your bloggers and key contacts aware of any major releases.
Marketing an app is an important part of making sure you see a return on investment and give your app the best chance of success from its initial launch. Alex Kozloff, Mobile Manager at the Internet Advertising Bureau will be discussing how to support your app launch with marketing and promotion on day 1 of the marketing and monetisation workshops at Apps World Europe in London on 29-30th November. To view the full agenda and book your place click here.