Built an app? Here’s how to market it

Building an app is easier than ever and this is more than reflected in the saturation of the market. There are currently more than 1 million apps in the Apple app store alone, so getting noticed is the biggest hurdle to overcome for any new development. We may be using smartphones and digitally connected on an unprecedented level, but running a successful app startup is harder than ever.

Naturally, everyone wants to be the next Snapchat, Instagram or Angry Birds. In reality, most applications will be confined to the doldrums of the app world (or store), downloaded just a handful of times by people who have literally stumbled upon them after going through tens of pages of search results. So just exactly how do you stand out in the sea of apps that are already out there?

Before you get anywhere with development and release, the costs of which can run into tens of thousands, have a long-term plan in place for marketing. Your business needs to have a sustainable plan for staying relevant and attracting new users, that’s on top of getting the initial influx of customers. Don’t fall into the Twitter trap of having a blockbuster unveiling before running into growth problems later down the line.

Rather than flushing money into traditional advertising, speak to bloggers, tech publications and the like. No matter how big or small. Any coverage (as long as it’s positive) is good coverage and will lead to more people hearing about, downloading and using your app.

Get on Twitter, Facebook, Instagram etc., engage with people there and they’ll be more likely to log into your app more often. Work in calls to action also, allowing users to post their progress, achievements and what not on their feeds at the press of a button, making others more likely to download. In the end, it’s also a great means of getting your name out there at very little cost.

Facebook and Spotify both started off as limited release, only opening to a handful of users or specific demographics to begin with. Invitation only is a great way of building a buzz and, again, pushes up that word of mouth coverage.

Apple has a “Best New Updates” top list to help get old and new apps some traction, releasing new features and improvements regularly will help you bump higher on that list. Not to mention it’ll give users a reason to return and new users more confidence in downloading it. 90% of the people who download your app are gone within 6 months, they won’t return “just because”.