Common Mistakes In Mobile App Marketing
There is no doubt that technology has reached the skies and its surprising how it has changed our lives. With the constant increment in the development of the apps and app development companies, a higher rise in the expectations of the users is noticed.
Currently, there are more than 4 million apps that are residing in the Apple and Google app stores combined. There are apps available for everything nowadays, be it mobile banking, stocks & shares, travel, lifestyle, and more. A person searching through the app stores has dozens of choices for any named and many unnamed categories.
As a marketer, a mobile device is a powerful place for you to connect with your audience. However, with great power comes great responsibility and mobile being a personal medium, it is the easiest place for marketers to make massive mistakes that can make a potential client away.
Here are a few mistakes that you must avoid in mobile app marketing:
1) Less importance to the mobile app marketing plan
Even before you start developing your app, you need to design an app marketing strategy first. Research for the app and its marketing is the only supporter here. You need to figure out the demand for the app you’re developing and is your app filling up a void in the market or is going against existing competitors.
Source: Unsplash.com
It is very necessary to know about your app’s unique selling proposition. If you already have an existing web presence, take some time, and make it app ready. You can use all your communication channels to let your customers know about your app. if you are developing an app for the first time for your business, then it is very necessary to know about all the user interests, details and more.
2) Not considering the ASO process seriously
ASO or app store optimization has been brushed off in the past but now, people are starting to wake up the power of ASO. It is one of the best methods to increase organic traffic for your apps. According to the stats, more than half of app searches find apps through the app store search.
A few major ranking factors that play a major role in the app’s ASO:
Source: Medium.com
Keywords:
Usage of the right keywords in your app can easily target the right audience. If you effectively use the keywords then it becomes easy for your users to easily locate your app.
Source: Semrush.com
App title:
Add the keywords in the app title in order to optimize it. if you target the potential keywords in your app title and subtitle then it becomes easy for the audience to locate it.
App screenshots:
Whenever launching the app, it is necessary to add the app screenshots as it will give the viewers to get a look and feel about your app.
3) Ignoring the app’s consumer base
One of the major things that you need to keep in mind never forgets that your app is for your users and not only for you. A successful app is the one that fulfills the needs of the users. It will be very beneficial if you integrate the functions and features that are required by your consumer base. By understanding user’s problems and fixing them, you can build applications more enjoyable for your users. By doing it, your app will have loyal users and positive feedback for your application.
4) The retention problem
Most of the problems lie in the mobile app ecosystem is retention. 90% of the people who downloaded your app are gone within 6 months. An investment in a mobile app for your business requires an understanding of why people would return to use your app on a regular basis. Build an app and the marketing strategy that makes users place your app on the home screen of their phone. What you can do to achieve it is design around a consistent and recurring use case.
Also, you can create engagement mechanisms for your app to reconnect again with the consumers and remind them of your app’s presence on their device.
Source: Medium.com
5) Creating a mobile website and trying to pass it off as an app
With over 4 million apps in both the Apple app store and Google play store- the competition bar is too high to stand grounds.
Do not publish an app that works as a launcher for a mobile website. This will make your user search for a native alternative app. It is one of the major reasons why people choose native app development as it works even in dead spots.
Conclusion:
It is expected by app marketers and developers to devise a good app marketing strategy before stepping into the development process of the app. App store optimization is one of the important aspects and anyone must not forget to involve it.
