The mobile app market is a field that has seen steady growth in the past few years. As a result many tech entrepreneurs have been designing and building their own mobile apps to try and get a piece of the action. Solely building a killer app does not translate into success; these entrepreneurs need to have a strong marketing strategy to generate meaningful sales.
Rahul Varshneya has written an article entitled “Mobile App Marketing 101: How to Spread the Word About Your App” that lays out some key points that should be addressed prior to the release of the app in order to mount a successful marketing campaign.
First on Varshneya’s list is an engaging press kit. The press kit should include some information about the problem the app is solving “but not enough detail to completely give the product away.” The key is to leave them wanting to know more. Other important aspects of the press kit are “high-resolution logo, sample design screens, an app icon, a press release, a microsite and a teaser video.”
A microsite or website should be used to collect information about potential customers. This can be as simple as a single landing page with limited but enticing information. Most importantly there should be a place for interested people to submit their email addresses to receive updated information including when the app will launch. Varshneya suggests also including a teaser or giveaway offer on the website that requires an email address to participate. This way a database of people interested in the app can be developed. This database of interested people can than be marketed to once the app is launched.
Finally, asking customers for feedback and to rate the app will help get more downloads. Varshneya suggests building a code into the application that asks users to rate it and making sure contact information is include at the end of the app description or to use a software development kit such as Appsfire to let people send feedback. A higher rated app is more likely to be downloaded. If a customer is having issues; responding to feedback and fixing the problem will help “convert unhappy users to happy ones” and improve the ratings as well.