How can I market a mobile app that won't be launched for 3 more months?
The app has both an enterprise and end-user application.
I would like to develop a marketing plan, but am not sure where to start. I don't think that enterprise portion will take off unless there's a large established user-base. I think a social media campaign would be great but it may be too hard to reach a large audience. Probably should start with a geographical location...
I personally believe that an effective marketing begins before a product is produced and continues after its production. If I were you, I'd contact the marketing experts from http://thecmoclub.com/ service. They'll help you elaborate a powerful marketing strategy to promote your product.
If you are in hurry, you should go for paid services of social media. It also has a location option where you set your targeted audience. So, do this. You will get leads. Otherwise, on free marketing on social media, it will take time. https://techzostore.com/collections/mobile-apps
First of all, you should clearly understand your app’s goals and target audience. Who is your average user? Are they business people, teenagers, students or someone else? It is great if you create personas, it will help you a lot when you will plan your app marketing campaign and monetization strategy. You can read about it here in Forbes - http://www.forbes.com/sites/louiscolumbus/2013/03/29/personas-are-the-future-of-enterprise-apps-lessons-learned-from-scribe-software/#24b81bb124f9.
The next step is defining where your audience hangs out - so they use Facebook or Linkedin more often? Maybe they spend time on music websites or in casinos? It is all really important. Geolocation is also a good idea.
When you know who your user is, you can start building your e-mailing list. Use
Twitter cards https://dev.twitter.com/cards/overview
, landing pages, or comparable tools, to grow your base.
You can also start a blog. Just write something valuable and up-to-date and you will quickly get lots of followers. By the way, developers usually provide promotion and marketing services - https://magora-systems.com/bespoke-software-development-uk/ - so probably yours do that too, you can save much effort.
There is a specific process to laucnh a product/ app/ book with prelaunch, launch and post launch. If you need help, please let me know.
You mean how do I stand out in an ocean of commoditized apps, when I'm actually trying to build a presence for vaporware that will likely be delayed a couple more months past the projected target date? :)
#1 - imo, if your marketing is like your profile you might consider avoiding the use of consecutive buzz phrases. Everybody in the IT/tech crowd writes the same way as they try and sell the same things. Even Canadian techies :)
Be original, be memorable. Tell a story, send tweets, use snapchat. imo you need to do something besides writing strings of overused buzz phrases loaded with vague tactical phrases - and then thinking people will notice that. They won't. At least, I don't. And I'm only a little bit weird and off base. I think.
Tell stories. Send out Tweets. Do something that people will find interesting and entertaining and therefore MEMORABLE. If that can be relevant to the vertical that your app will enter, all the better. I think you are in a tough position, trying to build awareness and interest for something that does not yet exist. So don't. Build interest in YOU and YOUR COMPANY. Be human. Be Canadian. Talk about hockey or maple syrup. :)
DO NOT be yet one more geekie IT marketing pinhead that cannot interact with potential customers. Do something to positively standout and be memorable.
AND THEN once your app is out there fold that into the mix.
It ain't easy being green, but looking and sounding and writing like a kazillion other IT guys is even worse!
Social media is great Mohamed. Imagine its influence in today's time. Even though it caters to a large audience, you can start creating a community or list from a specific geographical location. Market your product by starting in your own area. Learn your target audience as well as learning your own product. Ask some few questions to yourself (how, what, why) and you must open yourself to take some possible risks. Email marketing can be a help too, gather some contacts and send them updates of your product by starting with a specific area. Then, if the business grows and you are willing to take a greater responsibility and challenges to expand the power of your business, you can maximize your marketing efforts and target a large audience. A good medium is the Internet. The Internet is operated across the globe. A better way to catch up and be noticed is to follow the latest trends and the things that made an impact to the audience.
Don't worry about doing things geographically... you have the internet so you could really be EVERYWHERE!!!.. but that's not good enough. First, who is this app useful to?.. why is it useful to them?.... how are you making their life easier?... are you connecting them to the world somehow?... if so.. how are you making that a better way of experiencing the world than they already are?...how will they grow from using the app?... what unique lenses and filters does your app have that saves them time?.....
create content that answers those questions for them and find places to release it so it gets to the right people. Idk if it's something that's niched for certain people or if it's something for any and everybody. If it happens to be something for everybody, think about who the most valuable people will be for getting it generating. Think about who would benefit the most from the exclusiveness they'll have in the early days of it having so few users. A prime example would be Myspace when it first launched. Nobody knew about it, but that first bunch of Artists who learned about it and posted their material on there had the ENTIRE STAGE all to theirself, which got them more exposure leading to them blowing up. After that everybody started a Myspace page and it was back to the old needle in a haystack situation Artists struggle with. Strategizing around these points and deploying material accordingly will help it take off.
in order to create buzz for your app prior to launch, you need to create awareness based on the benefits the user will get from using the app.
Since I don't know what the app is about, I can't really give specifics. I know that is what you are striving to get from this thread.
However, I'll ideas here and hopefully you'll find them helpful.
But before I do that, here are a few questions you need to ask and answer for yourself:
- Why should people care?
- Why should this app exist now (filling a gap)?
- Who is this app for?
- How far do I want to go with this?
- Am I willing to put in the work to ensure this is sustained?
- Do I have a strategy to tackle negative reviews? They will come... gear up!
- Who can I speak to that can help trigger some buzz? Think PR on this one
So, that's that. Let's look at some other factors to consider:
- Research your niche and find out what others are doing (take notes; read reviews; listen in on forums, podcasts, etc, and learn what works.
- Build a community on social networks and ask questions in line with what your app is about (e.g. if your app is a fitness app, find out what apps people use for workouts; what they gain and what they would love to have). Use that information to offer some advice (not giving much away though), and ask if they would be interested to download an app that had the things they are not getting from their current apps.
- Create a landing page and send people to it to join a waiting list, in order to be the first to know about the launch. You can add incentives as well... e.g. a pdf download on "5 steps to achieve 6 pack abs (assuming your app is about that)."
- Your ultimate focus at this stage is to build an email list. Once you have that database, you can then send emails to these people asking them for their thoughts on xyz idea you have for the app. When they feel like they are contributing to its development, they will be sure to participate.
- Create contests and promote on social media channels. A good one could be to use the promo video for your Ad. You could ask people to watch it and share it, and the person with the most shares wins something (you'll have to figure out a prize on this one). There are tools you can use to achieve this. Make sure you let people know that the app is in pre-launch!
- Carry out short interviews. Most people would focus on well known people in order to get to their fans (not a bad idea). But you can also interview people who would want use your app. Make them feel special and post these interviews on your social networks and encourage your interviewees to share (they will be more than willing to do that).
The more you put yourself out there, the more people will become aware of who you are and what you are all about. Twitter is a good tool... use it effectively for this purpose (Try Facebook and Reddit as well).
That's all I have for now buddy! If anything else pops in my head, I'll drop it on the comment section.
All the best on your launch.
Hi Mohamed Jivraj,
I believe 3 months of time is sufficient to get the desired user database before launch..
As far as my knowledge of marketing & product launch is concerned, I would suggest following initial marketing tips (But not limited to):
*Find your target audience & Geographical areas to market
*Get an introductory website created with a blog page & social media integration followed by different social network profiles..
*Let prospects to know how this product is going to help them in what ways, it it worth their time & money ?
*Get as many subscribers & registrations as possible..
*Linkedin Groups, their membership and regular progress updates via articles could lead to a vital traffic..
*If this product is having a mobile app, do invite contacts for beta testing, and ask them to refer/recommend it to their friends/connection.
I hope all above points are helpful. Please do not hesitate to ask for any additional help.
It's difficult to give specific advice without knowing more about the app, its purpose, and its target audience. With that disclaimer, you might consider the following:
*Build a simple website introducing the app and its value/benefits.
*Collect email to stay in touch, give launch updates, provide a few sneak previews on features, etc. You'll then have a built-in audience of interested prospects when you do launch.
*Test small online ad buys (search, relevant social media, etc) to drive interested people to your site to learn more (and capture their email). This gives you an opportunity to test various channels before you launch.
*If Press/PR is relevant for your target market, you should start building a contact list and start building rapport/relationships.
This approach allows you to build pre-launch buzz, collect contact info to get a big boost of downloads at launch, and even get input on the app from prospective users early on.
Hope that's helpful. If you'd like to talk more, let me know.
From your profile I suspect you know most of anyone here could suggest. This is just simple pre-launch marketing where you need to start to create interest by using teasers, information drip feed, benefit drip feed, etc.
The channels you would use for this really depends on your target market, so articles on applications or problems this App will/could solve. Facebook engagement, Twitter links to your articles & FB, etc. If you have existing relationships with the Press that is suitable for your target audience you should leverage them to get you air-time/or space in appropriate publications (digital & printed) putting across your product's potential benefits.
In any of the above activities I recommend you focus more on what problem the App solves rather than the “product” or “technology”. People don't buy products or features but they buy “What it does to make their work or life easier/better”.
I doubt I have said anything you do not know already but I hope it helps.
Adding on to what Farzad said, find your target audience. And based on where a concentration of that audience is create a strong marketing campaign there. Then based on the effectiveness of that campaign repeat in other areas where there are other high concentrations of individuals that fit your audience.
Social media would be great to start, begin organically via facebook and twitter then expand to instagram.
The point is to create a buzz around the product with images and hints to what it is and when it will be released.
Marketing should always come before the app is developed.
Why would a person download the app?
Who is that person? Is it male, female? what age range? what regions?
What's their likes and dislikes?
Answering above questions will plan out the marketing strategy.
Targeting the entire population is not feasible for any company even large ones.
Hope that this helped