How Do I Create a Marketing Plan for My Mobile App?

Introduction

Launch day is nearing, your mobile app is almost ready, but you suddenly find yourself overwhelmed by a crucial question: How on earth do I create a marketing plan for this? Don't worry, you’re not alone. Many business owners find this step just as daunting as the app development itself. But here's the silver lining: creating a marketing plan isn’t rocket science; it’s more like following a recipe –with the right ingredients and a pinch of creativity, you can cook up a storm. 

At Glance, we get it – you’ve poured you heart, soul, and more cups of coffee than you'd like to admit into making your app. Now, let’s guide you through the next steps to turn all that effort into success. In this guide, you’ll walk away with actionable strategies to effectively market your app, from identifying your audience to measuring your success - consider us your co-pilots on this journey. 

Great things in business are never done by one person; they’re done by a team of people.Steve Jobs

So, tighten those seatbelts and get ready to dive deep into the world of mobile app marketing.

Let’s get started!

Who Will Use Your App?

First things first, you really need to know who will be using your app. Imagine your app as a dazzling new toy, but if your audience isn't interested, it's just going to gather dust. We're talking about diving deep and figuring out who these people really are. Are they teenagers looking for the latest social buzz or professionals seeking productivity tools? Knowing this is half the battle. 

You should consider creating User Personas. Sounds fancy, but it's just a way to put a face to your users. Think of it like character creation in a video game. What do they like? What are their daily struggles? How does your app make their lives easier? User Personas help you understand not just who your users are, but what makes them tick. 

Additionally, understanding their pain points is crucial. What problems are they facing that your app can solve? Realistically, no one downloads an app for fun unless it’s a game - they’re either solving a problem, satisfying a need, or making life more entertaining. Knowing these pain points will help you tailor your app to be the hero they didn’t know they needed. 

Let’s not forget about target market research. It’s like detective work but with less trench coat. This means surveying potential users, looking at market trends, and even checking out what the competition is up to. Do older adults prefer different usability features? Are younger users more inclined to share apps through social media? This kind of information is gold. 

When you've amassed all this knowledge, it becomes easier to create a product that not only meets but exceeds user expectations. As much as we like to think we can create something great in isolation, knowing your audience is invaluable. Trust us, your future self will thank you.

What Do You Want to Achieve?

Before you dive into the details of marketing your app, you need goals—clear, specific, and actionable goals. It’s like planning a road trip: you wouldn’t just hop in the car and start driving without knowing where you’re headed, right? 

Start by asking yourself, what is the number one thing you want your mobile app to achieve? Are you looking to maximise downloads within the first three months, or build long-term user engagement? Your goals will form the backbone of your marketing strategy and give you something to measure success against. Remember, these goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

• Specific: 10,000 downloads
• Measurable: Track using download reports
• Achievable: Based on market research
• Relevant: Increase user base
• Time-bound: Three months

• Specific: 20% increase in DAU
• Measurable: Track using in-app analytics
• Achievable: Based on engagement strategies
• Relevant: Improve app stickiness
• Time-bound: Six months

• Specific: 25% monthly retention
• Measurable: Track using retention reports
• Achievable: Based on past performance
• Relevant: Sustain user base
• Time-bound: First six months

Next, break down your primary goal into smaller, manageable milestones. For example, if your main goal is to achieve 10,000 downloads in the first month, set smaller targets like hitting 2,500 downloads in the first week. This approach helps keep your team motivated and provides opportunities to tweak your strategies based on what’s working and what’s not. 

Don’t forget to think long-term. While short-term goals like initial downloads and user acquisition are essential, long-term goals—such as user retention and in-app purchases—are just as crucial. After all, what’s the point of having people download your app if they’re not sticking around? 

Setting clear goals is not just about dreaming big; it’s about planning how to get there. By having specific, measurable, and time-bound objectives, you’ll be better equipped to navigate the choppy waters of app marketing. And you won’t need to rely on luck to reach your destination!

Where Should You Promote?

Picking the right platforms to market on can be tricky, but don’t worry, we’re here to help you make sense of it all. Essentially, you want to be where your audience hangs out. Are they scrolling through LinkedIn on their commute? Sharing pics on Instagram? Or maybe they're catching up with friends on Facebook? Knowing this can steer you in the right direction. You don’t want to invest time and money promoting your app on a platform where your target users are nowhere to be found.

Let’s break it down a bit: 

• Facebook and Instagram: If your app has visuals to show off, these platforms are golden. Think about Instagram Stories and Facebook Ads—they’re fantastic for grabbing attention and directing users to your app.
• X: This is a go-to platform for real-time updates and conversations. If your app is news-related or thrives on happenstance, X is indispensable. And, don't forget about those trending hashtags!
• YouTube: Ideal for apps that need a bit of demonstration. Create engaging videos or even partnerships with YouTube influencers to showcase how your app works.
• Pinterest: An underrated gem. If your app is aimed at a creative audience, sharing attention-grabbing visuals can drive quality traffic.
• LinkedIn: Is your app business-centric? LinkedIn is where professionals connect and network. It's perfect for B2B apps.

It’s also worth considering the power of paid advertising on these platforms. Yes, it can feel like throwing your money into a pit, but when done right, the returns can be phenomenal. For instance, Apple Search Ads and Google Ads can target users actively searching for apps similar to yours. And paid social media ads on platforms like Facebook and Instagram can help you laser-focus on your ideal users based on their interests and behaviour. 

In short, pick platforms that align with your app’s purpose and your audience's habits. A scattergun approach will just scatter your resources. Be precise, be smart, and your promotions will hit home.

Why Should Users Care?

Alright, so you've built this brilliant app, but the burning question is: why should anyone bother downloading it? This is where your Unique Selling Proposition (USP) comes in. Your USP is that little magic ingredient that sets your app apart from the sea of competitors. Think of it as your app’s superpower – the reason why users will flock to it instead of the others. 

First things first, let’s zero in on what makes your app special. Does it solve a specific problem more effectively than existing solutions? Or maybe it offers a new feature that users can’t find anywhere else? Identify these core advantages and spell them out clearly. 

Explaining your USP isn't just about listing out features; it’s about connecting with your audience on an emotional level. People don’t buy products because of what they do, but because of how they make them feel. So, rather than just stating, "Our app sends notifications faster," try something like, "Never miss an important update again with our instant alerts." See the difference? 

Marketing is no longer about the stuff that you make, but about the stories you tell.Seth Godin

If you’re scratching your head wondering how to craft this magic sentence, we’ve got you covered. Start by understanding your audience (we talked about user personas earlier, remember?). What are their pain points, and how does your app offer a solution? Tailor your message to resonate with their needs and desires. 

Here's an example for clarity. Let’s say you’ve developed a fitness app. Instead of just saying, "Our app tracks your runs," which is quite generic, go for something like, "Transform your fitness journey with personalised run tracking and motivational insights." This speaks directly to the user’s goal of improving their fitness in a personalised way, making it far more compelling. 

One final tip: Make sure your USP is everywhere – on your website, app store listing, social media profiles, and any other marketing materials. Consistency is key in building brand recognition and trust. When users see that same powerful message repeatedly, it sticks, and that's exactly what you want.

Can Influencer Partnerships Boost Your Visibility?

Absolutely, they can! Think of influencers as the cool kids in the virtual playground. Their followers trust them and look to them for recommendations. The key is choosing influencers who genuinely align with your app's ethos and values. It's not just about the numbers; a smaller, highly engaged audience can sometimes work wonders over a massive but less interactive following. 

Keep it Authentic: Authenticity is the name of the game. If an influencer promotes your app in a way that feels forced or too salesy, it may fall flat. Instead, encourage them to share how your app solves a problem or adds value to their lives. Imagine a fitness influencer highlighting how your workout app helped them stay in shape during the holidays. It feels relatable and real. 

Analyse Engagement: Looks can be deceiving. Don't get too dazzled by the follower count alone. Dig deeper to understand engagement rates. Are their followers commenting, liking, and sharing their posts? That’s often a good sign that their audience genuinely cares about what they have to say. 

Efficient Campaign Management: Managing an influencer campaign can be like herding cats. It's crucial to have clear contracts, defined expectations, and maybe even use some management tools to keep things running smoothly. The last thing you want is a miscommunication halfway through the campaign. 

Financial Compensation: Money talks, but so do mutually beneficial relationships. Some influencers might appreciate a financial incentive, while others may be excited about a long-term partnership or other perks. Be flexible and open in your negotiations, keeping in mind that a happy influencer is more likely to be a passionate advocate for your app. 

In the end, it's all about authentic connections. If you can partner with influencers who genuinely love and use your app, that enthusiasm will transfer to their followers. And that’s when the magic happens!

App Store Optimisation

Think of ASO as the equivalent of SEO (Search Engine Optimisation), but for mobile apps. The core idea is to optimise your app's store page to rank higher in search results. You want your app to be the first thing users see when they're looking for something in your niche. A higher rank means more visibility, more downloads, and ultimately, more success. 

Now, let's break down the key components of ASO: 

• Title and Keywords: Your app's title is crucial. It should be catchy, relevant, and include a keyword that users are likely to type when searching. Keywords are the terms users enter to find apps; choosing the right ones can make a world of difference.
• Description: This is your chance to showcase what sets your app apart. Write a compelling, concise description highlighting the main features and benefits. Remember, it's not just about what your app does, but how it makes the user's life better.
• Visual Assets: People judge books by their covers, and apps by their icons. Make sure your app icon is eye-catching and professional. Also, include screenshots and videos that illustrate how the app works and its main features. These need to be high-quality and show the app in its best light.
• Reviews and Ratings: Users rely heavily on reviews and ratings. Encourage satisfied users to leave positive reviews and be proactive in addressing any negative feedback. A higher rating can significantly boost your app's visibility and credibility.
• Localization: If you're targeting a global audience, ensure your app store listing is localised. This means translating and adapting your app's description, keywords, and visual assets to fit different languages and cultures. It shows users that your app is tailored to their needs.

And here's a pro tip: consider pitching your app to Apple's editorial team to be featured in the App Store. Featured apps get a tremendous boost in visibility and credibility, leading to a significant increase in downloads. 

In essence, ASO is about putting your best foot forward and demonstrating why your app deserves the spotlight. A well-optimised store page not only helps you climb the search rankings but also convinces users that your app is exactly what they need. So, let's roll up our sleeves and get optimising! 

Building a Pre-Launch Buzz

One highly effective way to create pre-launch buzz is by building a dedicated website or landing page. This is your app’s first introduction to the world. Make it compelling! Use eye-catching visuals, clear messaging, and maybe offer an incentive like early access or exclusive features for those who sign up. Capture those email addresses—you'll need them later for email marketing campaigns. 

Another crucial element in this pre-launch stage is setting a release date and sticking to it. This isn't just for your team’s sanity; it also builds anticipation among your potential users. Use social media teasers, countdowns, and sneak peeks to keep the excitement going. 

Furthermore, conducting prior market research will help you better understand your target audience. Knowing who you’re marketing to allows you to tailor your communication and create content that resonates with your future users. Remember, the goal is to make them feel like they absolutely need your app the moment it drops. 

By creating a strategic and well-thought-out pre-launch campaign, you'll set your mobile app up for a successful launch and ongoing user engagement. Now, let's keep that momentum going and move on to the next step: understanding KPIs to measure your success!

Measuring Your Success

Alright, mates, let's talk KPIs – or Key Performance Indicators, for the less acronym-loving among us. Think of KPIs as your app’s report card. They tell you if you’re acing it or if there’s room for improvement. So, how do you know which ones to focus on? 

Downloads: The number of times your app gets downloaded is like checking the guest list at a party. It’s great to see loads of names, but it’s only the start. 

Daily Active Users (DAUs): These are the folks regularly using your app. A high DAU means users are finding value and coming back for more. Let’s face it, an app getting ignored is no app at all. 

Retention Rate: How many people keep your app after downloading it? A good retention rate means your app’s more like a loyal friend than a one-hit wonder. 

Churn Rate: The flip side of retention rate – this tells you how many users are abandoning ship. A high churn rate is a cry for help and might mean you need to tweak your app or marketing strategy. 

Lifetime Value (LTV): This is the total revenue you expect from a user throughout their time using your app. It’s crucial because it helps you understand the return on investment (ROI). 

Impression to Install Conversion Rate: Out of everyone who hears about your app, how many actually install it? This metric tells you if your marketing message is hitting home or missing the mark. 

User Engagement: Track how much time users spend on your app, how frequently they interact, and what features they love. Engagement is a key sign of whether your app is a part of their daily routine or just another download. 

By keeping an eye on these KPIs, you'll get a clearer picture of your app's performance and know where to steer your efforts next. Remember, data doesn’t lie – it’s your best friend in making informed decisions. 

Conclusion

And there you have it. Crafting a marketing plan for your mobile app might seem like a daunting journey, but with the right approach, it can be an exhilarating adventure. Remember, the key to success is in the details—knowing your audience, setting achievable goals, and choosing the right platforms can make all the difference. 

As you embark on this mission, don't forget to measure your progress with meaningful KPIs and be ready to tweak your plan as needed. Consider this a dynamic process rather than a set-in-stone blueprint. After all, the digital world is ever-changing, and your strategy should be flexible enough to adapt. 

Whether you're a startup or an established business, the principles remain the same. What distinguishes winners is their commitment to continuous learning and adaptation. Don't hesitate to seek partnerships, leverage social media, and stir up excitement before your launch. A blend of creativity and data-driven decisions will always steer you in the right direction. 

At Glance, we take pride in supporting businesses on their app journeys. While we've shared our expertise here, feel free to reach out if you have any questions or need a hand. We're in this together—your success is our success.

Until next time, happy marketing!