Having successfully traversed through volatile market landscapes to establish ourselves as a premier mobile app development company, today we will look into the imperative nature of strategic post-launch mobile app marketing. Our aim is to share our knowledge by examining the common post-launch pitfalls and the steps that can be taken to effectively mitigate them.
Scenario 1: Lacking A Proper Roadmap
Leading businesses engage in scenario planning and develop contingency strategies to proactively address potential challenges. However, some individuals mistakenly view app store deployment as the project’s conclusion. A comprehensive industry analysis reveals that 65-70% of new product launches fail owing to the same.
Solution:
Develop a detailed roadmap incorporating potential business scenarios and conduct strategic simulations to address zero-hour challenges. Also, clearly assign individual responsibilities to prevent last-minute confusion.
Scenario 2: Insufficient User Data
A common mistake most novice development firms make is to dive head on into building a mobile application, this isn’t the best way to go about it. It is crucial to understand audience demographics, behavioral patterns, engagement drivers, and spending habits before developing the product. If this information is lacking, consider the following self-help guidance.
Solution:
This structured data can provide valuable insights into audience demographics, behavioral patterns, and spending habits. If such in-depth data isn’t readily available, consider partnering with data vendors or leveraging social media platforms to acquire it. Additionally, integrating advanced analytics tools can further refine these insights, allowing for predictive modeling and personalized user experiences. These strategies collectively pave the way for the app’s lasting success.
Scenario 3: Not Investing In Proper Marketing Strategy
Most developers/ development firms frequently overlook the importance of allocating resources and generating buzz post-launch. Investing in robust marketing strategies and engaging with users through continuous updates and support are crucial for maintaining momentum and ensuring the long-term success of the application. Additionally, leveraging user feedback and analytics can further enhance the app’s value and drive sustained engagement.
Solution:
It’s best to allocate marketing budgets into pre-launch and post-launch initiatives. The pre-launch phase should encompass elements such as conducting secondary research, establishing budgets and marketing objectives, and forming partnerships with influencers. Additionally, this phase should include creating teaser campaigns to build anticipation and awareness.
The post-launch strategy should focus on executing comprehensive social media plans, running referral and retargeting campaigns, and boosting user engagement. This can be achieved through tactics such as personalized email marketing, in-app promotions, and community-building activities. Continuous performance monitoring and data-driven adjustments are essential to optimize the impact of your marketing efforts.
Scenario 4: Ignoring The Importance of App & Play Store Optimization (ASO)
App Store Optimization (ASO) involves meticulously refining an app to meet the specific guidelines set by app publishing platforms. This practice enhances the app’s visibility in user searches, thereby increasing the likelihood of downloads. Given that both the Google Play Store and Apple App Store host over 2 million apps each, ASO is an indispensable strategy. Neglecting it can lead to significant missed opportunities and potential regret.
Solution:
To maximize the benefits of ASO, it is essential to focus on the following key areas:
- Keyword Optimization:
Conduct thorough keyword research to identify the most relevant and high-traffic keywords for your app. Incorporate these keywords into the app title, description, and metadata to improve search rankings. - Compelling Visuals:
Invest in high-quality app icons, screenshots, and video previews. Visuals play a crucial role in attracting potential users and conveying the app’s value proposition. - Positive Reviews and Ratings:
Encourage satisfied users to leave positive reviews and ratings. High ratings and favorable reviews boost the app’s credibility and influence its ranking. - Localized Content:
Adapt your app’s content and metadata for different regions and languages. Localization can significantly expand your app’s reach and appeal to a global audience. - Regular Updates:
Continuously update the app to fix bugs, introduce new features, and improve performance. Regular updates signal to both users and app stores that the app is well-maintained and evolving. - Data Analytics:
Utilize analytics tools to monitor the app’s performance, user behavior, and ASO efforts. Analyze the data to make informed decisions and optimize the app’s presence further.
Scenario 5: Not Storing and Analyzing User Feedback
While functionality issues play a significant role, 85-90% of applications in the app stores are abandoned after a single use. A major reason lies in the developers’ reluctance to actively solicit and incorporate user feedback.
Solution:
To address this challenge, it is essential for developers to prioritize feedback from the App store comments. In addition to this, user-centric design and continuous improvement also play a pivotal part. Implementing a robust feedback protocol allows for the identification and resolution of pain points, ultimately enhancing user satisfaction and retention. Moreover, leveraging advanced analytics tools can provide deeper insights into user behavior and preferences, enabling data-driven decisions to optimize the app’s functionality and user experience.
Scenario 6: Ignoring Updating The Software
Both Android and iOS release annual updates for their operating systems, presenting new features and improvements. However, the complexity increases when individual smartphone manufacturers modify the stock OS to introduce unique enhancements. Technological advancements necessitate the continuous evolution of smartphone application architecture. These variations require developers to be vigilant and adaptable in maintaining app compatibility with the latest software specifications.
Solution:
To navigate these complexities effectively, developers should adopt a scheduled and iterative approach to application updates rather than releasing updates in an irregular pattern. Outdated software can lead to mismatch in the proper functioning of the application and will result in the user ditching the application for an alternative solution.
Scenario 7: Not Leveraging App Discovery Platforms
The rise in zombie apps—those with negligible traffic—emphasizes the importance of strategic app promotion. Despite robust ASO and technically sound apps, many developers fall short by not leveraging app Discovery Platforms. These platforms significantly enhance app visibility, reach, and credibility. Without them, apps risk being overlooked, facing reduced user acquisition rates, increased marketing costs, and lower app store rankings.
Solution:
App Discovery Platforms push meaningful traffic to your application by significantly enhancing app visibility, these platforms ensure your app reaches a broader audience, cutting through the noise of the millions of apps available in app stores. They facilitate targeted user acquisition by reaching specific demographics and geographies, thereby boosting download rates and user engagement. Moreover, discovery platforms lend credibility to your app, building trust among potential users through established reputations. They also provide valuable user feedback mechanisms, enabling developers to continuously refine and improve the app. By driving more downloads and positive reviews, these platforms improve app store rankings, ensuring your app remains prominent and discoverable. Ultimately, leveraging app discovery platforms is a strategic move that can lead to increased visibility, higher user retention, and long-term success in a competitive marketplace.
Scenario 8: Poorly Priced Monetization Models
A poorly priced monetization model can significantly undermine an application’s launch and long-term success. When users perceive the app’s pricing as unfair or overly expensive, they are less likely to download and engage with it. This can lead to lower initial adoption rates and negative reviews, which in turn, harm the app’s reputation and visibility in app stores.
Solution:
To ensure a successful launch and sustained growth, it is crucial to conduct thorough market research, understand user expectations, and implement a balanced, user-friendly monetization model. This approach not only enhances user satisfaction but also drives higher adoption and retention rates, ultimately contributing to the app’s long-term profitability. Also, there is always the option to go with the traditional pricing methods such as freemium, premium, data sourcing, advertisements, and sponsorships.
Transform your business with a stunning mobile app crafted by our expert team.
Here is a quick checklist that would help you with publishing your mobile application
Pre-Publication:
- App Development
- Design and User Interface
- Content and Localization
- App Testing
- Permissions and Privacy
- Monetization Strategy
Google Play Console:
- App Bundle or APK
- App Listing Information
- App Metadata
- Content Rating
- Policy Compliance
Submission:
- Pre-launch Report
- Pricing and Distribution
- Release Management
Post-Publication:
- Marketing and Promotion
- User Feedback and Support
- Analytics and Performance Tracking
In conclusion, launching a mobile application is a multifaceted process that requires careful planning and execution. Avoiding common blunders and oversights is crucial to ensuring your app’s success in an increasingly competitive market. From understanding your audience and leveraging app discovery platforms to continuously updating your app and engaging with users, every step plays a vital role. By implementing a robust strategy that encompasses these elements, you can navigate potential pitfalls and position your app for long-term success. Remember, the journey doesn’t end at the launch; it’s just the beginning. Continuous improvement, user-centric design, and proactive marketing will keep your app thriving in the dynamic digital landscape. So, stay vigilant, adapt to changes, and always prioritize your users’ needs to achieve enduring success.
Loved this? Share it!
Related Posts:
