Your app is probably one of the most essential tools vital for the growth of your business. You’ve probably spent several months working with talented developers to perfect it. But then now you’re stuck with the challenge of marketing it.
Should you have created a buzz even way before it was launched and build upon the anticipation of the release? Or is two weeks soon enough?
These are just some of the questions you probably have in mind now. Many startups often struggle with the marketing part as the team is usually filled with talented coders and developers, not marketers. Let’s discuss some of the common app marketing mistakes so we could avoid making or repeating them especially if your app is due to be launched this week.
1. Lack of repeat users
For most of the business owners, the marketing of the app consists of the end goal of gaining a app download by a new user. This should be your starting point, rather than your end goal. Your business would only flourish when the users are using your app consistently.
For example: Zomato is an app which lists restaurant reviews. If this app does not concentrate on increasing the engagement of its returning users, there would be no meaning to the number of downloads which it gets.
2. Poor onboarding
While some people would have you believe that onboarding is not needed at all, but the truth is that it is the users first impression of your app that matters the most as it will dictate their engagement for the rest of the time they’re using your app. Onboarding consists of the first couple of screens which the user is viewing on the app. It needs to be attractive and useful at the same time.
For example: The practice of onboarding is used by popular e-commerce websites like Amazon by providing intuitive screenshots and easily navigable screen for the users.
3. Lack of sharing options
You need to give your app visitors every option possible to share your app through various mediums with their family and friends allowing the virality of your app to grow organically. By making it really easy for your users to share and by providing them with the required sharing options in every possible milestones and screens on the app, you’ll have higher engagement as well as new possible users.
For example: Apps like Dropbox does not only provide you the option to share their app with your friends but also provide you with bonus cloud space when your friend actually downloads and use the app, allowing the users to be rewarded for every referral they make.
4. Lack of consumer trust
The main shortcoming that most startups struggle with is that users do not trust their apps. Users might download them for a particular function since they don’t necessarily trust the app makers, they’re not likely to share or probably even abandon the app altogether. To build trust, try looking at ways on how to communicate the app improvements, milestones, engage with hem on social media when they have feedback or issues and by rewarding the hardcore users.
Most of the small businesses struggle with this part. When you have personalized customer care for users it surely helps in building trust.
Just like how most tools are not necessarily great without proper usage, having a great app great app isn’t enough to be successful in the crowded app world. It’s important to understand that the recipe to having a successful one is to make sure you have prepare a content as well as engagement plan even before it’s launch date and most importantly, engage with users once the app is out.
Lisa Froelings is a productivity consultant with over 4 years of experience in human resources working for a major retailer in the country before she decided to build her own business. Her interests include technology, mindfulness as well as time management. You may connect with her on Twitter.