Since this article is going to be a crash course in marketing, one has to be aware of the basic marketing process laid out by Philip Kotler. The process has three simple steps:
- Segmentation
- Targeting
- Positioning
So after you’ve realised the objective of your App – As in what problem it tries to Solve or maybe does not solve, first you need to breakdown your target audience into Segments basis on certain virtues. Segmentation maybe based on as simple as Age or Gender or even a Geography. The try to inderstand what these segments need, i.e. How these segments can be Targeted? Device a mareting plan around this and Position your product or service in the mind of your target segment.
Yes, SEO (Search Engine Optimization) is important, but Content is always the King! If content is rish and fresh, even a small push from SEO will do wonders to the traffic your App gets.
The Goal for your App is to appear in ‘suggested’ or ‘relevant’ search options when a target user tries to search up a solution to their problem. Atleast in the Top 10 or 20, if not on the Top. There are many variables upon which your App’s rank on the App Store or Play Store is determined. These include :
- Number of installs
- Ratings by those who installed the App
- Number of Ratings received
- Hits on your App’s Homepage or the Social page
- Ratings of Author
- Etc, etc – Parameters are constantly Added, Reviewed or Removed
Now the next stage of marketing mix depends on the nature of your App, as follows:
App solves a well defined unique Problem – As your App genuinely addresses a problem faced by certain group of users, it is sure going to stick to them, all you need to do is get the App to them or Vice Versa. Search Engines and Social Media will help people discover your App, and then there is no looking back. You can boost Hits on the App Store by promoting your App through a dedicated website and perhaps a Blog where you list out its features ad discuss various applications for your App. This will ensure a continuous flow of traffic.
App is not unique, but a betterment over existing apps – When an App solves an already solved problem and is not unique, it need a greater marketing push to promote it among users. Rather your are out to eat up other App’s consumer base. How do you do that? Since you already know that Apps similar to yours already exist on App Store, you have a well targeted audience of those users who already have installed your competition App. In order to replace an existing App for the problem you address, you need support from Opinion Leaders, i.e. Blogger Community, YouTube Reviewers which have a religious fan following. Make sure your Adverts appear on same pages that carry reviews of your competition App. This is called Flank strategy.
App doesn’t solve any problem and is not unique either – Trust me, this kind of App is a money guzzler. This is a typical non-starter App. As long as your Advertising runs, the App will find installs, as soon as you pull the plug on marketing, your App’s downfall is eminent. So don’t ever switch of the fund flow into marketing activities if you want the App to see light of next day. You may wanna run contests on Social Media, get paid reviews done, pump money into Google and Facebook Ads. After setting all kinds of click baits, you wait for your prey to come in.
So in a nutshell, find a problem, solve it, sell it. As they say, if you are Good at something, don’t do it for free!
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