One of the main advantages of digital marketing is that you can afford to make mistakes. You can quickly snuff out the reason why something doesn’t work in a campaign and make the necessary changes.
However, there are some delicate moments where a mistake from the marketing team can cause a lot of problems. The launch of a mobile app is one such moment.
The launch of a mobile app is a very sensitive moment. This is the point where companies make long-term plans for every facet of their app, from marketing to UX optimization and update strategy.
A bad start to app marketing can thus become a running theme if you don’t get it right during app launch. It is very easy these days to create a WordPress app for Android and iOS using tools like AppMySite. While development is easy, mobile app marketing remains a major challenge.
Avoiding marketing mistakes during app launch is only possible if you know where things can go wrong. Here is a breakdown of four common marketing mistakes you should avoid during the launch of a mobile app.
#1 – Public launch or stealth rollout?
The first mistake you can make during an app launch is choosing the wrong rollout strategy.
There are basically two ways you can launch an app – a public launch or a stealth rollout.
A public launch basically implies you start promoting your app on available channels and generate the acquisition momentum you need. Major companies generally choose a public launch strategy when rolling out their flagship product. A popular example is Apple releasing the new iPhone.
A stealth rollout is the exact opposite of a public launch. In a stealth rollout, you launch your app without much fanfare. Basically, you employ passive marketing techniques such as app store optimization to slowly build up a user base.
Once your app hits a certain download threshold, you gradually promote your app on all available channels. The basic advantage of a stealth rollout is that you get to improve your app more effectively without worrying about abandoning users. A stealth rollout also allows you to fail in isolation. A mistake or bug is not scrutinized by hundreds of thousands of users.
App companies often choose a public launch because it makes sense to get some much needed escape velocity. This logic is sound, but is your development team confident about the app? Are you sure your app is ready to deliver from day one? If your app needs work, is it not better to go with a stealth rollout?
There is no right or wrong strategy. You need to look at your own unique situation and figure out the right path.
#2 – Reaching the wrong people
Who are the people who will download your app the minute it launches?
A lot of companies have a misguided idea of their target market and audience. The general assumption is that anyone interested in a given niche should also download an app that belongs to the same segment.
People don’t simply download a new app in the market. What you really need are early adopters who are always on the lookout for new apps and products.
Let’s assume you launch a WooCommerce Android & iOS app on which you plan to sell a new line of clothing. Just because you target people who buy a lot of clothes on Amazon doesn’t mean you will get a lot of downloads as well. You need to instead find people who are choosy and take a lot of time to complete their purchase journey. These customers will have the patience to trust your brand and download your app.
Look for early adopters in your niche who do not hesitate to invest time and money in a newly-launched mobile app. Do not target the wrong audience segment as this would lead your entire marketing push towards failure.
#3 – Misunderstanding the mobile app
Marketing teams often do not take time to study the mobile app they’re about to spend months promoting. This often results in poorly executed marketing copy and creatives.
If you’ve worked at an app company, you can probably relate to this point. Marketing teams often interpret features and functions based on their own understanding of the mobile app. This always leads to failure in marketing campaigns as the app is never quite promoted in the way that it is supposed to be.
Countering this challenge is simple – study the app before you start marketing. Look at other competing apps and figure out how your app stands apart. Look for overlapping audiences with other related apps and promote your app by highlighting its unique features.
This point also highlights the importance of communication at an app company. Take out time to talk to other teams about the product. This will help you get different ideas to promote your app.
#4 – Not testing app marketing assets
Marketing assets refers to all your message copy and creatives used during a marketing campaign. Before an app launch, you will find yourself working with copywriters and designers for your first marketing push.
At this point, there is little room for error. You have to put your best foot forward and launch your app in the best possible way you can.
It is thus vital to test every marketing asset you create. Most platforms these days provide A/B testing options to marketers. Set aside extra time in your timeline to conduct A/B tests. This will help you identify the best marketing pitch for your mobile app. With little room for error, A/B testing is extremely important for the success of your marketing campaign.
Companies can easily launch an app these days as tools like AppMySite make it simple to build an app without coding. However, a successful launch isn’t just about publishing an app on the app stores.
A good launch is one that serves the goals of your company. This piece covers four marketing mistakes you should avoid when launching a mobile app. The guidance provided here should set marketers on the right track.