From shopping, travelling, socialising, navigating and what not, mobile apps have become an indispensable part of our lives. As a marketer, mobile is a great medium to connect with the audience from every nook and corner.
Though, let’s not forget that everything has a flip side too. Mobile being a personal medium can actually be quite tricky to deal with and lead to a lot of mobile marketing mistakes. In this article, we will discuss the various mobile app marketing mistakes that you should look for and what you need to learn from the ones that have come before you.
1. Don’t Treat Mobile as a Desktop Version:
Most of the mobile experiences that we come across are the smaller version of the brand’s desktop. It has the same features, functionality but on a smaller screen. Yet, we have to remember that mobile is a different channel and therefore requires a different treatment altogether which could lead to various new opportunities.
A mobile customer will be quick to get away from an overwhelming design that tries to imitate the desktop content page-for-page. One usually assumes that a customer will input as much information on the mobile device as they do on the desktop but the truth isn’t so. The input is way more time consuming on mobile devices, and therefore it is important to design keeping this in mind. In reality, the small screen can turn out as a blessing, as it enables one to focus on what is truly the most important.
Not only design, mobile does possess abilities that are unique and powerful. Like, it can easily figure out our location. With just one tap, you get located, know about the best restaurants, railway stations, bus stops etc.
You need to make it really simple for your customer and make sure that they focus only on the things that do matter. So for those of you who have a desktop or app version, cut down the functionality and limit it only to the core tasks. You can then find out through your customers what they really miss or not. Surprisingly, it could also turn out that they didn’t even realise that something was missing. In the given below image, you can see that the core features are all on the home screen. This makes it easy to locate rather than wasting time searching or getting confused altogether. An app should definitely have a “Call to Action” button like ” Order Now”, “Book Now” etc to make the consumer take action, very similar to the one we have in the image which says “ Get Status”. Last but not the least is visual representation. While designing an app, it is important to pay attention to the colours used and how visually appealing the app is to attract customers.
2. Starting Without a Marketing Plan for Your App:
We have all heard of those numerous downloads coming through the app stores but that doesn’t mean you’re app too will be downloaded by a lot of users. Just by putting it up in the app store will not be enough. It isn’t necessary that it will get huge downloads. There is a lot of competition and people are working really hard on each aspect to make their app the best. Do not forget to mention on your website about the mobile version of your brand. Be aware regarding the importance of having keywords, descriptions and an apt title.
Reviews play key deciding factor before downloading it. Most of us first read the reviews and based on that download an app. If you are not paying attention to the happy customers leaving a review, you might end up losing a lot of potential customers. Unhappy customers anyway leave a comment. So, why not ask the happy customers to leave a comment too.
If you already have a good web presence, do take the time to utilise it in the best possible way. Inform your customers through all possible channels about your app. You can use your Facebook page, Instagram or twitter account etc as part of marketing your app. Check out tools like SearchMan, or Appnique for App Store Optimisation. Do keep a tab on the reviews because a positive reviews and ratings help you a lot in creating a positive image.
3. The Retention Issue:
Retention is a big issue in the mobile app world. People leave even before 6 months of downloading your app or maybe earlier. It is important to understand and analyse why people would want to keep using your app regularly. You should do this before you plan to invest because without analysis, it might not really work and you will end up losing your hard earned money.
Fortunately, there is a lot you can do to address the retention issues. There are two key app marketing strategies you can employ:
a. Design around a consistent and recurring use case. You need to understand the needs of your customers and their requirement from your app. Ask yourself questions like why are the using it? How are they using it? Etc. If you are not clear about these answers, you have to go for thorough research. Think of ways to keep the audience engaged and not discard your app. Try giving them benefits like discounts, rewards, exclusive content based on what they like etc.
b. Keep updating your customers about the app, latest features and other new aspects. Talk about the new changes that they can look forward to and make them actually open the app.
4. Customer is the King:
The true power of mobile lies in the fact that it is a personal medium. It’s almost like the user is carrying you with them everywhere. This is the opportunity that you need to utilise. Try and delight them in a personal manner. Come up with something really engaging. There are hundreds of apps but then it is up to you to make it more interesting and being connected to your users. This two way communication will help you in creating a special bond with your users. It will make them feel special.
There is no denying that customers can have queries, issues and lot of questions regarding your app and that is also because today’s customer has way higher expectations as compared to earlier times. A consumer expects that he/she will be listened to and their issues be taken care of. In case that doesn’t happen, it leaves the customers thinking that the company doesn’t bother.
Communication between the company and consumer should be easy and quick. You need to reply and keep them informed. If you are short of time to build it internally, then you can get the services from intelligent rating prompts or in-app feedback.
5. Analytics Data:
According to research around 95% of independent developers do install some kind of analytics product into their application, 87% of them do not really understand what actions they have to take based on their data.
Firstly, it’s crucial to understand which data points are most significant to your app’s success. You have to keep tracking the key data points around user retention, acquisition, monetisation and engagement to have a better perspective of how good your application is.
Since every decision and pattern related to consumer is trackable, there is no room for any reason not to make decisions based on data. It is an advantage that a marketer needs to use and by not using you are just wasting your time and money.
The entire purpose of creating an app is for the consumer. Hence, it is vital to understand what they feel, how they react, what are their needs etc. Thanks to technology, one can easily track various consumer behaviour patterns.
6. Managing Consumer Expectations:
Consumers are really quick in forming opinions and judging mobile applications, so it is necessary that you do manage their expectations. If you undersell yet you go out to over deliver, you are far more likely to get positive reviews to your application. Do highlight the unique selling points of your app but not exaggerate.
On the other hand, if over promise and under deliver, then it is most likely that you might have to face flak. One has to be very careful about reviews as they can make or break your image and affect rankings as well.
7. Be a Social Media Friendly:
Since it is your business, you know it well and your customer base too. To effectively market your mobile app, you need to have a persona of your social media voice which will help you in reaching the hearts of your customers.
Most probably you’ve already got a working and productive Social Media presence which you can utilize. If not, start working right away. Social Media plays a major role in spreading information about your app so you just have to get the full control of it. You can utilise your social media presence to promote your app and attract customers who might either be waiting for an app like this. This also includes people who already love your brand and are following you could easily start liking your new addition to the family.
Bargains, discounts, rewards, we love them all. Use social media to offer various incentives to users in the form of coupons, points and extra lives in games etc. Importantly, it all comes down to the reviews. In the world of social media, what matters is social proof. Positive social reviews can make it easier for your app to be loved by one and all. Try and link the positive reviews to your social media and you are all set to rule the charts.
Apps play a huge role in the growth of your business but they can fail easily too. It is worth every minute of hard work and effort to make your consumers feel valued. So, keep engaging them, listen to their queries, form a bond and within no time you will be flooded with loyal fans who will tell people around them about your app and give positive feedback. By taking care of each of the above issues in your mobile app marketing strategy, you can be sure that you are on the right track and nothing can stop you from succeeding.
I hope you enjoyed reading this article as much as I enjoyed writing it. Tell us about your experience with app marketing. What are the difficulties? What to keep in mind? For any doubts or queries mention it in the comments section below. Do not forget to subscribe to our newsletter and share it on Facebook, Twitter, Google+ and LinkedIn.