With 7 million apps available for users to choose from, and 1,828 apps launched per day on Google Play alone, competition in the market is fierce. Launching your app onto the app store is the first major step, but how do you make sure that it reaches the smart devices of potentially millions of people?
Nailing a PR and marketing strategy is the springboard to getting in front of your target market. Starting early and getting it right can make the difference between a marketing ‘buzz’ or a disastrous fizzle out.
So, where do you start? This article will guide you through eight key steps:
- Get to know your target market
Whether adults, children, teens, parents, silver surfers – every demographic has different needs, desires and spending habits. Get to know the audience you are targeting through gathering demographic data on them to help you build up a better picture and plan your PR campaign with the help of a reliable technology PR agency.
This will help you to be crystal clear in your brand positioning and launch strategy.
- Create a buzz pre-launch
Build your community prior to launch by growing your social media following to create a hype around your brand. Find your niche, invest time in getting to know them, post frequently and invite engagement through competitions and how-to videos. Interact with similar pages to grow your following. Are you able to offer some free trials to selected followers in return for them being your brand advocate?
- Third party endorsement
Influencer endorsement can propel your brand forward in your target markets. Many consumers are now influenced by reading a blog or a social media post by someone they can relate to.
Reach out to credible industry journalists, analysts and thought leaders with a description of your app and a free trial in return for an endorsement will allow you to capitalise on their authority.
Encourage early adopters by offering free trials and competitions to create early endorsers of your app and let them be a part of your story through case studies and testimonials.
- Create a press pack
Paid research with your target market can help to boost print and digital brand mentions to raise awareness, both pre and post-launch. It shows that you have your finger on the pulse of your target market and understand their current challenges. For example; you’re launching a well-being app for busy parents. Find out when was the last time they took 30 minutes for themselves to read a book or have a bath. Research can be used to start drip-feeding the press news content before you’ve even launched.
Images (including screenshots and high-quality lifestyle images), logos, videos and review guides are also all essential items in your launch press pack.
5. Engage in media training
Particularly in the national media landscape, app brands can run the risk of having their messages become confused or their spokespeople ill-equipped to communicate the real-life benefits of a given service.
Perhaps you need to think about how to break down difficult jargon, highlight the core services of your app succinctly, and tweak your messages to serve a specific target market. Fundamentally, media training will help to make a spokesperson more confident, concise and coherent when it matters.
6. Make your story heard
Next, it’s time to launch your app to your audience through the media. Taking a creative storytelling approach to press releases, rather than just focusing on the app specifications and services, can help your brand be better received in the media.
With a start-up, so much of what’s newsworthy can be found within the organisation itself and can be a tremendous entry point for media channels. Focus on why your app exists, rather than the mere fact that you have a new app. Make the story about the end user and the outcomes, and hook it around the why, rather than the what.
7. Think about your personal brand
Strong brands can help you attract more users both now and in the future. Your personal brand helps you tell your story and builds authenticity with your target audience.
Personal branding involves building an identity for you as the founder or developer of the app, based on key elements, such as the story, knowledge and values. Once you’ve established this identity, you can then strategically project that identity to the world.
8. Become a thought leader
Once your app has launched, you’ll want to maintain a profile and an awareness of your brand. You can add on greater layers of depth using the PR and marketing tactics above. It’s also time to think of yourself as a thought leader in your area of specialism (even in a crowded market – it’s your opinion that’s unique). As a business owner, you’ll have professional insights and knowledge that you can leverage to grow your brand authority. By becoming a thought leader, you can lead by opinion and become a go-to source of guidance and inspiration.
Learn as much as you can about your niche and expand on your knowledge by engaging with and learning from other experts. Offer your insights to the media and leverage social media to share your knowledge with the world.
Sarah Woodhouse, director, AMBITIOUS PR