You spent a lot of time, maybe months and years to develop a mobile app that works perfectly. But users are not downloading it. Even those who are using your app already are uninstalling your app.
What could be the reason? – Probably marketing mistakes.
A single mistake when marketing an app can cost you big.
What common mistakes marketers do while executing marketing campaigns? I have listed them in this article, so you can resolve them before they ruin your marketing campaigns.
The Gist
- Not doing research for your target market
- Lack of solid marketing strategy
- Neglecting your App Store optimization
- Asking too much
- Ignoring user engagement
- Missing the mark on personalization
1 No Research for Target Audience
Ignoring the audience for app can be detrimental to the app brand. Just because of one set of user base like your app, it really doesn’t mean that all users would love it.
To cite an example, consider an eCommerce app that targets families and elderly people. Younger users who are fond of applications for every purchase might not have difficulty while exploring your app. But aged people who are not familiar with apps may need easy user interface. If they are having trouble in onboarding process, they may discard your app.
Developing a product is one thing but marketing an app is a whole different game. You are creating a product for users. It will be no use if your audience doesn’t like product design and functionalities even it is the best app product according to you.
Do market research to understand your target audience and see what makes them to tap on the app. It may require a lot of time but it’s worth
2 Lack of Solid Marketing Strategy
Just because you have developed a brilliant app, users won’t come to your app automatically. Many app marketers failed to create a perfect marketing strategy. In this booming market of apps, there are chances that many apps may have similar features as yours. Without creating a marketing strategy, how will you stand out from the crowd?
Running a business without marketing will kill it – Paul Cookson
You need a marketing strategy to give a boost to your app and to reach to your targeted audience. Understand users’ expectations and create a story that can help to get more conversions. Explain how your app can be a solution to the main problem that users are looking for. A pre-launch marketing strategy can help you to target your potential audience whereas a post-launch marketing can be useful for existing customers.
Marketing is all about to do experiments. Everyone makes mistakes, however, the best way to correct them is to learn from those mistakes.
3 Neglecting ASO [ App Store Optimization]
What is ASO? – Optimizing your apps for getting a higher rank in the app store search results while users search for particular keywords.
According to a study from Apptentive, 63% of users simply browse the app store to find a particular app.
Many apps ignore the ASO strategy and rules to follow and jump directly to get more sales and conversions. If you haven’t optimized your app, you will miss out lots of sales.
Also, optimizing the app for wrong keywords will make users confused and so chances are there they discard your app.
Get a deep understanding of how your target audience is likely to search when they look for similar apps. Do keyword research to include the right keywords. Try to incorporate relevant keywords in App Title and description which will help you rank higher in the app store. App stores have their own algorithms to match searches with related apps. Also, place screenshots and videos that contain app features so users will have an idea what is your app about.
Ensure your app has reviews from real users that play a vital role as social proof. Before downloading any app, customers always go through app reviews. They are likely to explore an app if it has a positive rating.
Keep in mind, don’t force the audience to review an app else your app can be removed from app stores.
4 Too Much Information to Ask
App owners usually require some data from customers to personalize user experience and to send messages and push notifications. This is valuable if you ask minimal information but asking too much information can displease users. They may have a question why do you need so much details from them in the first place.
To cite an example, in the registration process, you can provide a third-party registration facility which doesn’t require to add email address manually.
If you are an eCommerce app, don’t ask all the details including address. Let users explore your app first. If they like your app, they will automatically place their information and that will be more effective.
5 Ignoring App User Engagement
There is no doubt the main objective of any app is to increase the number of users but ignoring existing customers can be more harmful. The existing users are the part of your marketing funnel who pass on their experiences to their friends and family members. According to the study, 72% of happy users will share their positive experience with 6 or more people.
Though it is not easy to keep your existing users engaging with your app, creating a solid app marketing strategy for them can be fruitful for immense growth.
Keep in mind, customer engagement is the most important piece of the sales funnel which shouldn’t be avoided.
6 Missing Personalization
Personalization is the key.
But many apps ignore this and send notifications, messages and push notifications with generic words. Considering human behaviour, users feel that you don’t give importance of having them on your app and you are not talking to them directly. It will only encourage them to abandon your app and your time wasted!
Make sure you gather all the data including demographic, contextual and behavioural so you can do personalization in a better way. Sending related notifications will make users feel wanted and a family member. They will love your brand!
Wrapping up
It’s important to plan your marketing efforts for your mobile app so you can take benefits of each and every mobile device. Avoiding these 6 common mistakes can uplift your app’s performance and improve ROI.
Do you find any other mistake that marketers are doing?
