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What Is An App Marketing Strategy About? 7 Steps To Release Your Application Successfully

According to our research the average cost to develop a mobile application is nearly $7,500, but it can arise to as much as $20,000 and more depending on the complexity of the app. But all the money and resources you dedicate to developing a really great and outstanding mobile app can be to burn if you don't think over a proper mobile launch.

The world apps statistics shows that in December 2011 there were 1 million mobile applications on the app market. Actually, at the end of 2010, there were only 300,000 mobile apps. Every year disorder in mobile app stores is growing, and your app release should be brought to perfection not to be scrolling blindly by the potential consumers (in fact, 1 in 4 apps once downloaded is never used again).

This post is for those people who are already done with creating a great mobile app and now are interested in how to yield active users when it is released. Discover some tips on inbound marketing to pull off a successful mobile app launch that will cost you less than you might expect.

TLDR: What Is An App Marketing Strategy About?

1 Launch your marketing campaign long before the app release

2 Never stop engaging potential customers and existing users

3 Emails are important!

4 Blog your app

5 Generate excitement around your product

6 Keep in touch with beta testers and influencers for better word-of-mouth marketing

7 Keep your launch materials in order

App Marketing Strategy

Launch your marketing campaign long before the app release

Start your marketing efforts when you only begin working on the app. The agreed concept will serve you as the foundation for next marketing steps during the process of application development. Not to be hasty with the strategy at the end of the mentioned process, make your marketing investments started softly at the beginning, steadily continued to build, and eventually peaked with app's arrival in the application market.

Never stop engaging potential customers and existing users

Potential customers' help is very important in the early stages of the app creation process. Your application needs quality feedback from the real app users — it will increase the loyalty to the application. Where to look for them? Twitter is a useful tool to make contact with tech-savvy adopters and influencers. Also, use BuzzSummo, and Social Crawlytics to identify influencers in your industry in a quick way. Keep in mind, that industry content is popular enough to tweet and share, so make your tweets look like potential solutions of your customers' problems. And remember, early monitoring of these outreach efforts helps determine best practices going forward.

Emails are important!

With the social media popularity, almost everyone has forgotten about emails. Anyway, it is still important to collect email addresses through Twitter cards, landing pages, whitepapers, or comparable tools, and grow your own email list. Email marketing is powerful, besides, it will help you to capture not the “tech-savvy” users, that are your “normals” on this promoting stage.

Blog your app

Starting a blog at the early stages of app development dedicates to grow your fan base during the progress of the app development. You can also make it with a submit function to make readers able to write an input on key app features – in such way they stake a claim in the creation of your app. Another advantage of blogging is providing more search visibility – target keywords, quality content, and pitching industry influencers will definitely improve blog's search engine rankings. Remember the single rule when blogging: your customers are waiting for content they are really in need of.

Release Your Application Successfully

Generate excitement around your product

Bet you prefer scrolling images or infographics than looking through long reads. The same is with your customers – they are longing for “sneak peaks”, not boring manuals. It may be screenshots from your app, promo videos or infographics that explain what is your app about. Such content will drive hundreds of email signups by interested users.

Keep in touch with beta testers and influencers for better word-of-mouth marketing

Beta testers are not only people who are to find bugs, but also app's biggest supporters and word-of-mouth marketers being a great resource for further targeted audience research. The opportunity to test grows more excitement around the application – this rewards those who are already close to the app concept and grows interest in those who were just out of reach.

Keep your launch materials in order

There should be a content launch before you decide to submit your app for a final review. A press kit should be carefully prepared: full website, press releases, promo videos, screenshots, and other application announcements. Use them to reach media contacts (big name bloggers and industry influencers) for reviewing your app.

There should be a content launch before you decide to submit your app for a final review. A press kit should be carefully prepared: full website, press releases, promo videos, screenshots, and other application announcements. Use them to reach media contacts (big name bloggers and industry influencers) for reviewing your app.

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author Kate Sipkina Kate Sipkina
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Natalya Brinza project manager
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