Penulis With thousands of apps competing for discoverability in every niche, mobile app marketing is no longer remaining easy. You need to mind every step starting from the launch of the app to app market presence to partnering to targeting search engines. Certain mistakes can really have deadly consequences on your app marketing goals in the long run. Do you want to know errors that actually can result in critical consequences for your mobile app to gain acquisition and drive traction? Well, read here about these four mistakes that app marketers no longer can afford.
Not having a proper pre-launch plan
It has now almost become common knowledge among the app marketers that earlier you start connecting your audience, better you get a competitive advantage. That is why a properly laid out and well planned pre-launch campaign became a prerogative now for mobile app marketing. Even before your app goes to development lab, you should start creating buzz about your upcoming app. Here we go with a few effective tips about pre-launch app campaign.
Create the first wave of buzz by sharing your app idea with the loyal audience and peers and ask advice and suggestions.
As soon as the app is going through development, you need to create buzz through teasers, small videos, banner ads, etc.
Publish blog posts on your upcoming app on the website.
Offer some audience targeted promotions for your coming app on the social media.
Sending non-personalized push messages
There was a time, just a decade and a few years ago when businesses used to serve every customer in an identical way. Then with the businesses taking on the digital space, the same trend continued. The first generation was all in glee with the satisfaction of being able to send generalized push messages for all their target audience. So, a customer deep in his midnight sleep or just preparing to go out for the office, a customer in his early teens or they mid-forties, all used to get the same push messages.
But then marketers learned to address customers based on locality, language, international time, demographic types like age and ethnicity, etc. Taking the segmentation further, mobile apps made their notification strategy based on the personal preferences and individual situations and contexts as well. The massive exposure to customer and user data thanks to an array of device sensors and location tracking technologies only helped marketers to address personally more than ever before. Type of app in question is also an important determinant as it is common knowledge that a health app will differ significantly from an e-commerce app in respect of push notification.
Today, ‘one size fits all’ messages no longer hold any marketing value and it has already become a norm now to send personalized push messages to gain more traction for the business. How can your upcoming app step out of this trend? No, it cannot, if it really wants to make the app a potential channel to drive business conversion with steady success. Here are some tips to personalize push messages.
The first principle is to establish a voice and tone that reflects your brand identity rough the push messages.
The second most important thing is to offer some real value with the message that makes the user experience better or just help the customers in daily life situations.
If you address young minds or millennials, make it instantly engaging or even funny. They have a terribly lower attention span.
Mind the timing when sending messages. It should not only be convenient to read but should also enjoy maximum opportunity to convert the traction into sales.
Make the message relevant for the user contexts.
Always evaluate the traction your push messages are receiving and accordingly fine tune them.
Not knowing the metrics to focus on
This is the time when an exponential variety of user preferences is making it practically impossible for marketers to address target audience with any specific campaign that can have a moving effect on sales. This is the time when customized and personalized marketing is ruling the business. But how can the quests for personalization be met with the befitting customer and user data? How do you know and assess your clients and the way they are interacting with your app day in and day out. Well, you cannot have a solid grasp over the customer data without digging into analytics. But app analytics offers you an array of metrics, and for any new app, it is pretty confusing to decide which metrics deserve priority over the rest. Here we provide a few helpful clues.
First of all, track your daily, weekly and monthly active users.
Secondly, track the average session length of various groups of users.
Thirdly, focus on average revenue per users. You can also break this figure into different user groups.
Now track the average users stopping to use your app from a month to month basis.
Now, by dividing the number of inactive users in a given period with the average revenue, you can get the Lifetime Value (LTV) of a user.
Lastly, you should also track the sources of users with high Lifetime Value (LTV).
Not doing A/B testing
The biggest mistake for any app is not giving importance to testing the app well in every respect. Users these days are more uncompromising in nature since there are countless options in every app niche. Before launching the app for the public, you need to ensure what are the elements of your app that are working and that are not. A/B testing allows you to do that. From app features and functionalities to design elements, every element can be tested this way to ensure superior performance, user engagement, and business conversion.
A/B testing should be done every time you incorporate some new elements in the app. This can be a push message or just the size of a CTA button or the new design layout. A/B testing allows you gain insights about the kind of features and design elements that resonate with your audience and the kind that does not.
You might be thinking already, are these all? Yes, there are too many other mistakes that deserve coverage here, but we picked these four because they are the most common with fatal consequences for a mobile app marketing strategy.
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