More than 90 per cent of apps are abandoned within a year, according to recent research. But a small proportion manage to avoid this fate, and a chosen few go on to become global sensations. Whether you are a seasoned digital marketer or a business owner looking to go mobile, there are a number of simple steps you can take to ensure your app does not disappear without trace.
1) Focus on the user
It's important to remember that an app will fail regardless of how much money is thrown at marketing and promotion if it fails to engage users. One of the biggest mistakes that businesses make when developing an app is that they fail to build it with a defined purpose in mind. The stickiest apps – the ones that keep users coming back again and again – are those that have a clear role to play in people's lives. After all, it is better to have an app that does one thing brilliantly than lots of things badly. Make sure that the app has a simple and intuitive user interface as well because you don't want to put people off by making it hard for them to navigate around what you've built.
2) Plan to succeed
Planning needs to go hand in hand with the app development process, so resist the temptation to rush through an app launch no matter how important you think it is. For starters, you'll need to carry out extensive competitor analyse to find out what else is out there already. While the app is under development, you'll need to test it thoroughly to iron out any bugs and ensure that changes to one feature don't have unintended consequences elsewhere. And once it has launched, you'll need to factor in time to monitor for the release of new operating systems or devices and update your app accordingly.
3) Optimise your app
Apps don't get into the top ten on the App Store or Google Play by accident. To top the charts, you'll need a good name, a detailed listing with a sensible spread of keywords, positive reviews, links from external websites, strong download figures and much more. You may also need to think laterally about what service you're providing. For instance, a time-tracking app could also qualify as a productivity app or a general business app to widen its potential reach.
4) Identify your target audience
It's a good idea to build up a profile of the intended target audience for your app. Find out what websites they visit and which publications they read. Approach key bloggers and journalists to find out if they'd be willing to review your app or mention it as part of a forthcoming feature. If your budget allows, you may also want to contact the editors and salespeople to see whether or not there are any advertising opportunities available.
5) Target app stores
Securing a prominent listing on an app store is such an important part of building a vibrant community around your app. Each app store has its own quirks so make sure you tailor your app to each one – a consumer-focused listing on Google Play may not work as well in the professional surroundings of BlackBerry World, for example. A helpful tip is to make sure that your app integrates with a particular feature that the app store is keen to promote at the time, such as iCloud or fingerprint scanners.
Above all, remember that it takes time, sound planning and expert guidance to build and promote a successful app. A bad app will do nothing for your brand and may even harm the reputation you've already built up. By contrast, a good app can increase brand engagement, boost brand advocacy and ultimately drive sales.
By Hannah Pym, marketing manager at Apadmi.
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