In an age where billions of people are spending hours gazing at the screens of their mobile devices, creating a mobile app for your business can boost the success of your brand astronomically. In addition, mobile apps can bring real value by helping to complete sophisticated daily tasks within minutes and with minimum effort. As they are millions of mobile apps, the competition in the app market increasingly becomes more intense. This is making mobile app marketing a necessity for your mobile app success. It is essential to understand that even if you create the most functionally and visually excellent mobile app without efficient marketing, it will not get the recognition it deserves. Remember, the devil is in the detail. Even the most seemingly minor flaws in your marketing strategy can affect the downloads, revenues, and overall success in the app marketplace.
Below find the most common mistakes that affect the marketing of your mobile app
Neglecting market research
Insufficient market research is one of the main reasons why many mobile apps fail. On the other hand, detailed market research will allow you to conduct competitive analysis, define your target audience and figure out how to position your product in the marketplace.
It is essential to know the app market and other mobile apps that provide the same services as your business. Remember, good competition means that there is an actual demand for your product or service. Therefore, by analyzing your competitors’ apps’ performance, strengths, and weaknesses, you can develop strategies to provide a better service.
Another problem arising from the lack of market research is not defining the target audience. Unfortunately, many businesses fail to determine their target audience, which drastically affects the user experience. Without narrowing down your target audience and understanding their needs, it is simply impossible to provide quality customer service.
Absence of a clear marketing strategy
There are thousands of new apps in the app market every day; however, only a few succeed. Many apps fail because of underestimating the significance of a marketing plan. Long-term success in a competitive market is only possible with a sustainable strategy of your app promotion.
One common mistake is that businesses start promoting their mobile app after publishing it in the app market. Instead, it’s best to start promoting your mobile app as early as possible. It will raise awareness of your brand, create excitement around your app release. Also, it will help users discover your app in a market filled with millions of apps. It is imperative to have a timeline with short-term and long-term goals for your mobile app strategy and continually test the effectiveness of the platforms and tools you use to reach your target audience.
Underestimating App Store Optimization
Not proper attention to optimization is among common mistakes when marketing your app. You can create a great mobile app, but your efforts may be wasted if users can’t find it in the app market. Therefore, just like Search Engine Optimization is critical to websites, App Store Optimization(ASO) is crucial for mobile apps to be found in the app market. ASO can significantly improve the visibility of your app in the app market, motivating more people to download it.
Unfortunately, many companies neglect keyword research for their mobile apps, They do not include specific keywords for the title, subtitle, or general description of their app, drastically impacting their rankings.
Innovative icons, quality screenshots, and other appealing visual attributions of your product may encourage users to download your app straight away. On the other hand, blurry, poor visuals can have the opposite effect. Remember that users form their first impression based on your application’s overall design. Therefore, it is essential to be as creative as possible to showcase your app’s advanced features and functions with memorable, creative visuals.
It is vital to understand that ASO is not a one-time process. It requires constant monitoring and improvement to achieve the best possible outcome.
Lack of personalization
For a mobile app to succeed, it is critical to build a product prioritizing the needs, interests, behaviors, and preferences of your target audience. With the exponential growth of mobile apps, marketing without personalization ceases to be effective. Therefore, businesses need to be more innovative in engaging with their target audience. Unfortunately, many companies underestimate the power of custom apps because of the additional investment they have to make, not realizing that a personalized approach can help deliver a superior user experience, attract loyal users, and dramatically increase revenues.
Overwhelming target audience with irrelevant information
It is essential to engage with users to promote your mobile app. However, there is a fragile boundary between offering your products and bothering users with unnecessary information. For instance, push notifications are one of the most effective marketing tools. However, but many companies fail to use them effectively, resulting in user loss rather than acquisition. Push notifications are meant for updating your users about your app’s latest offers; however, repeatedly sending the same message may seem irrelevant for your users. Therefore, each notification you send out to your users must be valuable and convey vital information for your target audience.
Many mobile apps send notifications without considering time differences and other demographic peculiarities. Getting useless push notifications in the middle of the night will only bother and alienate users to the point that they might even uninstall your app.
The same applies to emails. Send emails whenever you have a significant event, big announcement, or offer. Otherwise, you will only end up in a spam box by sending a bunch of unimportant emails. It is also crucial to ask for feedbacks whenever your users have had enough experience with your mobile app. Otherwise, continually asking for feedback after users have just installed your app is ineffective and will only push away your audience.
Disregarding the differences of app stores
Google Play and Apple Store have different policies and settings, so each market requires a different approach. Keep in mind that what works in the Apple Store may not always work in Google Play. Therefore, it is essential to conduct detailed research and develop tailor-made marketing strategies for each platform. Otherwise, your mobile app may have low engagement and pass unnoticed by users. Consider that App Store Optimization strategies also vary in different app stores, including visuals, character limits for titles and descriptions, and more.
Misusing Social Media
Many businesses rely on social media advertisements and underestimate the results they can have by creating engaging content. By consistently posting on social media platforms, running contests, encouraging users to try the advanced features and functionalities of your app, posting live videos with exciting updates, promptly replying to questions or feedback, you will be able to share awareness about your brand and directly engage with your target audience with minimum costs. Keep in mind that each social platform requires a specific approach.
While appealing visuals and concise descriptions may work perfectly on Instagram, for Facebook, you may need a whole other strategy. Remember that the social media platform you choose can play a critical role in mobile app marketing success. Many businesses advertise their product on all social media platforms, spending substantial resources without acknowledging where they can best reach their target audience. For instance, if your business’s target audience predominantly uses Facebook, it is unproductive to promote your app on LinkedIn.
Overall, social media is one of the powerful marketing tools in the digital age. Using it precisely may benefit your mobile app enormously.
Feedbacks from your target audience can give valuable insights about what works in your mobile app and what needs to be improved. Unfortunately, many mobile apps do not require feedback from their users and ignore the ones they receive. Ignoring feedbacks can be very damaging to the overall reputation of a mobile app. Instead, businesses must strive to provide constructive solutions and make their app users feel valued and heard.
Start your mobile app development journey with ConstApps
Now that you already know about the common mistakes that make so many companies fail in the app market, you can start building your mobile app using ConstApps. The platform will allow you to develop your application at a minimal cost, starting at $ 29, with no technical or high-tech expertise. Thanks to smooth navigation, you can create your mobile application in a matter of hours and check its effectiveness immediately. With advanced features like the advanced app and push analytics, you can monitor the usability of your mobile app. You will make sure your marketing strategies are productive. ConstApps can also build custom apps and provide your target audience with an excellent user experience.