While many companies find it difficult to survive an app launch snail-phase, research shows that marketers gained $6.85 in earned media value for every $1 spent on influencer marketing.
Just as bad customer service raises customer’s consciousness of price, if you fail to optimize your app launch and develop a plan to get off the ground, increase app downloads, boost in-app purchases and your brand, you’ll soon assume that launching apps isn’t your passion.
Here are marketing insights from eight famous CEOs which you can apply to your app launch and get dramatic results.
1. Reach out to everyone on your press list
Most app launches fail, not because the right audience ignored it, but because the marketer didn’t leverage on the press list. Generally, you’ll amass plenty of positive press the day of app launch.
Your press list is your advantage.
Every app launch is expected to pass the teething phase. It’s a stage where everything seems to be against you.
But if you reach out to your list — and contact relevant bloggers, reporters, and social media influencers and courteously inform them about your launch, you’ll make more impact.
Remember the app review websites and other third-party media sites. Be sure to send your app to them too. Don’t hold back. The worst response that you can get is a “No!”
2. Start getting die-hard fans through feedback
Weeks before the app launch day, you need to locate your target audience and get into the conversation. Where do they hang out the most?
If they’re on Facebook groups, join and start interacting with the members. As you do that, you’ll find a lot of opportunities and the need to include a specific feature into your app.
Successful app launches don’t happen by chance. They’re planned months before the launch day.
All in all, what you truly care about is feedback.
If your app seems useful, people will gladly send you feedback. It doesn’t matter whether they’re your potential customers or peers, learn to talk to people about your ideas – and be willing to answer their questions.
Other than market research, one-on-one interaction with people has been one of the best ways to get great insights and feedback.
Right from when you conceive the idea for your app, start generating interest. Trust me, this is the biggest secrets of apps that get millions of downloads when they launch.
3. Learn from other people people’s mistakes
According to Geoffrey Woo, CEO of Nootrobox, “Life is too short to learn from your own mistakes, so learn from other people’s mistakes by absorbing information from any and all high-fidelity sources (blogs, books, conversations with domain experts).”
On your own, you’ll make mistakes before, during, and after app launch. But these are the same mistakes that other app developers and marketers have made. Why not learn from them?
You should go the extra mile to interview successful app developers. Ask them open-ended questions, such as: “what is your biggest mistake when launching your app?”
You’ll be amazed at the depth and heartfelt response that you’ll get. However, don’t dwell on the mistakes people make, but the lessons learned.
4. Don’t hide the bad news
Are you afraid to share bad news?
Bad things happen to everybody. If you’re the type of person who always hide the bad news, both influencers and prospects will doubt your authenticity.
It’s high time you ditch that attitude. When reaching out to people through influencer marketing, you don’t have to sound too nice or make insane promises. The blogger or entrepreneur that you’re talking to may not like it.
In fact, there are times when I had to share bad news with a blogger concerning his latest posts. If the post is subpar, I’ll not hold back.
When you’re honest with both bad and good news, you open up doors for any project in the future. Because influencers want to work with people who are transparent.
Share with people the struggles you went through when developing your app, the investments made. People will support you during your app launch — and spread the good news.
5. Own it!
In April of 2013, I took the bold step to send my first outreach email to Tim Ferriss. It wasn’t funny at all. I had goosebumps all over my body — because I thought he would never listen to me (a beginner at the time).
But I was wrong!
The next morning, I saw in my inbox a reply from Tim.
He agreed to share my new digital ebook with his fans.
Wow, “how did I get here?” I asked myself. It all began when I decided to “own it.” I took the responsibility to market my ebook.
You can get off the teething phase of your app launch if you let go of the pride. Don’t let it consume you.
There are so many successful app developers and marketers that you can connect with. If you cower, you’ll never get them to notice you. And these influencers have tens of thousands of social media followers. That’s a huge market for your app.
Geoff Gross, CEO of Medical Guardian.
6. Hire the right expertise
As the CEO of your own enterprise, you can’t possibly do it all by yourself.
You to hire the right expertise. More importantly, become transparent about the type of expertise you need.
According to Harvard Business Review, “You can only select from the agile talent you attract, which suggests that you must have a talent strategy that is clear and attractive to the quality of external expertise you need.”
This can be professional app developers, content marketers, influencers, and brand ambassadors.
If your mobile app is a business in its own right — you need to put systems in place to complement your own effort. Social media marketing plays a key role in helping you surviving an app launch teething phase too.
But you need professionals who can manage social accounts, get you more followers, build interest for your upcoming app launch, and share insights on how to improve it.
7. You need passion to levitate over the obstacles you will face
Passion is like the fuel that powers your business. Whenever you run out of it, you need to top it up. You may be facing a lot of obstacles with your app, but if you’re a passionate and open-minded person, you’ll ride over them.
Don’t complain over what you don’t like, find ways to fix it. Become the entrepreneur who effect changes.
8. Teach what you know
According to Brian Clark, founder of Copyblogger Media, “teaching sells.”
Not having a system in place for reaching your audience can be terrifying. But if you spend most of your time teaching what you know, especially as it concerns your app you’ll trounce your competition.
Truly, teaching sells.
Brian Clark, Darren Rowse, Jay Baer, Seth Godin, and several other CEOs leverage on this simple concept to grow their audiences. Today, they all run successful digital marketing businesses, and are established influencers.
When Nathan Barry, Author of App Design Handbook, launched his email marketing software – ConvertKit, the only strategy he considered was teaching.
In his words, “If I want people to buy email marketing software, then I’ve got to teach you how to do email marketing. The more I teach you that, the more you trust me and then after a while you go, you know what? Nathan’s philosophy at email marketing makes a lot of sense. Maybe I should check out his software. If I wasn’t teaching, I wouldn’t have any customers.”
Teach people how to download, install and use your app. Show them how to navigate and get the most out of it. You can do this with your written content, media kits, videos, and in workshops.
If your app is about travel booking, for example, then you should give tips on how to get cheap and blissful fights from one destination to another.
Develop a feedback loop.
If you’ve spent a great deal of time and money developing your app, you need to identify your prospective customers, and find out the appropriate channels to reach them easily.
You can recruit beta testers, actively engage your customers, and reward them. You need to also add them to your waiting list so they’re the first to know when your app launches.
About the Author
Victor Ricci is known for his work on Vine, amassing over 1 million followers in less than 7 months. From there he founded Trend Pie, an influencer marketing platform that helps app developers drive cost effective downloads and whose customers include Sworkit, Yahoo! Video Guide, Drunk Mode, Wedding Wire and more.