In this guest post, Logan Merrick (pictured below), co-founder and director at Buzinga App Development, offers some top tips on getting your app right and noticed in this smartphone addicted era…
Australian businesses are struggling to supply the mobile experiences that consumers are increasingly demanding and expecting of brands. Looking at mobile payment capabilities alone, 71 per cent of Australian consumers use mobile devices for payments, but only 49 per cent of businesses are mobile optimised. Marketers and businesses need to start getting ahead of consumer trends, and stop playing catch-up.
With Australian consumers now spending 10 hours a day on internet connected devices, their expectations of the experiences brands deliver are higher than ever, and this is particularly true for mobile apps. There’s nothing worse than spending tens of thousands of dollars (if not more), extensive staffing resources, and months of work on developing a mobile product, and then seeing it fall flat on its face.
If your mobile product strategy is to complete the product, put it on an app store, and hope for the best, it’s time to re-assess your pre-launch phase and how to get optimal impact from your product before it becomes publicly available.
Here are some important, yet simple, actions to take before launching a mobile app to ensure the launch and post-launch phases are set up for success:
- Create user personas to define the target audience
A user persona is a fictional representation of your ‘Perfect User’. User personas are based on real data about real users and their behaviour, along with educated speculation about personal histories, goals, motivations, and pain points.
Based on research, surveys and interviews, user personas help categorise and identify the most appropriate type of user for a product. They’re quintessential during the pre-launch phase because they help identify the most accurate and appropriate target audience for a product, saving businesses time and resources down the track, and ensuring optimal success during the launch.
- Start your digital marketing engines and generate buzz
To stand out among the other 2.5 million applications on both the App and Play stores, businesses must generate ‘buzz’ that resonates. Buzz can be generated on any marketing budget, and should be tailored to specific user personas and target audiences.
The best tactics for creating pre-launch buzz include:
- Creating a website with more information about the app, options for users to sign-up to an email list or future product notifications, video previews, screengrabs, and more
- Building a blog with relevant and valuable content to engage with customers and build brand loyalty
- Starting a social media campaign with varied content, providing opportunities to start open dialogues with customers and potential users
- Inviting influencers of your target audience to test, use, and promote the app
- Posting the app to PreApps and leveraging feedback from early adopters and testers
- Crafting a compelling press release outlining the key features and benefits of the product, the story behind how it was developed, and an outline of the impact it will have beyond that of similar or competing products in the market
- Build a pre-launch database and maintain continual engagement
Once your target audience is defined, and a strategy is in place to start engaging with them to add value, gain feedback, and generate buzz, it’s important to leverage the wealth of data now available and build a pre-launch database. This should include email addresses of blog subscribers, social media followers, and website enquiries.
This pre-launch database will hold the keys to your first group of app users and loyal evangelists. Show your appreciation of their support by sharing exclusive content and updates prior to launch. Ideally, direct them to a pre-launch landing page 2-3 months prior to the app’s launch to gain buy-in and support before competitors get the chance.
The most impactful landing pages are:
- Straightforward and transparent
- Emotion-driven and problem-focused
- Creative, with more than ‘sign up here’ as a call-to-action
- Non-intrusive, not asking for much more than an email address
- Incentivising with exclusive content, free trials, early access or giveaways
- Openly and genuinely grateful for visitors’ support
- Social media friendly, asking for social shares and referrals after sign up
- Designed with the target user in mind
- A/B tested for optimal headings, call-to-actions, button designs, and layouts
With almost 90% of all mobile apps discarded in just two weeks, it’s worth allocating time and resources in the pre-launch phase to laying the foundations for launch success. Taking targeted measures to build, manage, and engage with a dedicated fan base before launching will help ensure an app becomes one of the winning 10% and achieves long-term success.
Look out for Part 2 of this content series to find out how to optimise an app’s success during the product launch phase.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]