Developing a mobile application takes time, money and energy. But what’s the point if it languishes on a handful of phones and has only a few users?
As the inseparable partners of mobile users and real m-commerce levers for shoppers, mobile apps are now part of the digital ecosystem for both professionals and the general public. This means your app needs to get used and used well. Achieving this and becoming visible only results from a delicate balance between the intrinsic quality of the product and a suitable marketing campaign. We will tell you how.
A visible application is an application that works well
Mobile applications are like shop windows. They need to be perfect because they represent a brand’s power via a mobile. The creation of a high-quality application is therefore essential when it comes to adding value, providing a service and creating a special, unique experience. If you just copy paste your website, there’s no point. You, therefore, need to ask yourself what are the advantages to using your application and why should it be downloaded?
Over and above the concept and what it will be used for, it is also important to make sure that your mobile application is well optimized for any type of phone. There is a massive difference between the iPhone SE’s tiny screen and that of the Galaxy S9+. A good application is, therefore, one which is able to adapt even if it favors only one marketplace to start off with.
The more development fits in harmoniously with the mobile ecosystem, the more reactive and helpful the mobile app will be. It shouldn’t, for example, use up too much battery or data when it is in use, it should manage notifications well and use the camera, geolocation or mobile payment when this is helpful, etc.
Last but not least, it follows that a high-quality app has a reactive support service. While a mobile application is sometimes downloaded intuitively, its reputation plays a crucial role in the user’s final choice. You, therefore, must keep an eye on any feedback and have a team who will respond to it. Bad reviews could quickly kill your app off in its infancy. You need to act fast, fix any bugs and launch a really polished product.
Spreading awareness and uses of your app
As the two giants, Google and Apple keep their discoverability algorithms secret, you shouldn’t just rely on official marketplaces to spread awareness.
Launching or relaunching a mobile application is just like releasing a new product; you need a campaign, a strategy, and suitable tools. The first phase involves marketing it to influencers who count (journalists, bloggers, technology specialists or specialists in that brand’s market sector). You can also take part in competitions that showcase the most polished apps in terms of development or design. If you are fortunate enough to win one, then spread the news. This acts as an additional promotional lever.
Setting up a native content campaign for your mobile app within the framework of a content marketing strategy creates buzz and activity within your environment. This a technique that works well alongside the SEA and an SMA.
Finally, with a little luck, your application could be selected by Google and Apple’s editorial teams, who feature several applications each day. This is a strategy that pays dividends; since the AppStore was redesigned using iOS 11, games featured that day are downloaded 800% more than on a normal day. The same applies to a traditional mobile app (+685%). As for app-related lists and third party content, the download rate is +200%. This is the holy grail for brands, who see their applications boosted by strong media exposure.
Promote your app by connecting with your community
If it’s important for your mobile application to be used by new users, you also need to use your customer base to promote it. Here are some examples:
- Marketing email with cross-device conversion follow-up and tracking.
- Advertising on social networks with a buzz from your community.
- Financial incentives with special promotions for users of the mobile app.
- In-store posters and ads.
- Information relays via your vendors, representatives, and traders.
- Creation of a landing page with download links incorporated.
A mobile app is nowadays vital for providing user-friendly services when faced with the rise of m-commerce. But you should bear in mind that this isn’t an end in itself. Applications are living entities and need to evolve; add new features, fix bugs, monitor the retention rate and be reactive. This is an essential long-term approach to ensure use of your mobile app is part and parcel of your customers’ spending habits.