Launching a new app does not guarantee success. Even the best ideas need a voice to pitch for customer attention and acquisition. That’s why app store optimization is so important.
ASO is not just about bringing your app to the forefront where users are going to find them. Of course, there are a lot of technicalities working behind the term, such as key word indexing and app store research, which are necessary for drawing the attention of users who browse the app store using two or three keywords.
But apart from that, when app store optimization is applied correctly, it can propel an app to fame thereby increasing its visibility, reviews, ratings, and demand. Such is the power of app store optimization. You need a strategy for that. And it begins three months before your app launch. Remember this the next time you start a mobile app development plan.
The Pre-Launch Stage – The Scariest Phase of App Marketing
It’s the moment of deep anticipation and contemplation. Your app is ready, and you now have to let the world know about it. But how? With a pre-launch strategy – where you plan how to achieve the maximum number of downloads for your app. It takes time and proper planning. Here are some steps to show how you can plan your first phase of app marketing.
App Store Optimization Strategy before Launching a New App
#1. Identify the market first
Defining your market is very important before you proceed to launch an app. There are millions of apps out there in the market, and when people search for an app, they use only two key terms. 80 percent of these searches include a value proposition. For example – cheap hotels.
Optimizing your app for the target market also means understanding how app stores work. App stores work in a fashion quite different from the search engines. Both Apple and Google have their way when it comes to producing relevant results for searches. Apple, for instance, refers to the app name and the keyword to determine whether an app is relevant to a user search or not.
Google Play, on the other hand, uses a different keyword matrix that includes the app title, full description, and short description.
Take all these factors into consideration, here is what you can do to build up a compelling statement for your mobile app. Answer the following three questions –
- Who is your target audience?
- What benefit does your app bring?
- Why is your app a better option than the rest?
It is these three questions that will form the pillars of your brand image thus helping you to reinforce your place in the mobile app market.
#2. Create a Landing Page
Once you are done identifying the market, it’s time to set up pages that will help you to reach out to relevant target audiences and collect important leads.
But first, why create a landing page?
Landing pages are unique because they are aimed at specific targets in the market. Creating a separate landing page or a website for a mobile app helps you to showcase your app in creative and unexpected ways. You can do this with engaging copies, video demos, snapshots and what not. Sites like Unbounce offer users with different design templates to choose from and delight your target audience.
Essential things to include on your landing page –
- Your App’s name
- A short description
- A form asking people to sign up or download
- You can even integrate A/B split tool on your landing page and test how leads react to your new mobile app.
- Create individual social media handles for your app
Social media platforms are a popular hub where almost all your potential leads happen to spend their time. You can expand your web presence in these platforms and interact with them.
Things to do to promote your app in the social media
Demonstrate features and functionalities just like Snap Chat
Announce a new arrival. Skype has a good example for you
Encourage interactive sessions. Coca Cola has an interactive page on Pinterest that you would like to see
#3. Keep an Eye for Influencers
Influencers are people who will get you more attention. They are people who will feature your app on their authorized websites, review your app and label it under the Editor’s Choice.
Their recommendations come with high market value, and they also have a large pool of readers and followers from where you can get potential leads. Try searching for an influencer who can help you promote your mobile app.
#4. Are you following the Guidelines?
Both Apple Store and Google Play have their app submission guidelines. Before launching your new app, make sure that you follow the guidelines to ensure that the entire launch process is smoothly carried out.
You can click on the links below and acquaint yourself with the guidelines if you have not yet done it:-
- – Instructions for launching an app in Apple Store
- – The Launch Checklist for Google Play Store
#5. Establishing a Feedback Loop
Conducting a beta test can help you fix any last minute problems that might affect your app’s performance.
You can do this by integrating a communication link between the app and the beta testers. It is also known as the Feedback Loop. Through this channel, beta testers can relay their experience, queries, and suggestions on improving the performance of the app. They do not have to leave the app when they conduct an app test.
A feedback loop tool will become an invaluable tool for your business in the later stage of your app launch.
There are many in-app solutions that you can use as a feedback loop for your app. The most commons are – in-app messaging and market research surveys. The data gathered through this app are used proactively on building a better UI platform for the app.
#6. A Last Minute Beta Release
It’s time to conduct a last minute beta release before the much-anticipated launch. Beta testing is an opportunity for app users to review the app and describe what they think about the user experience. You can have your app’s UI tested as you construct it, thus enhancing the app performance and reducing the number of bug fixes and post launch updates that often intersects with an app’s launch date.
The process is accessible to only a few who can give you real-world market validation. Google and Apple highly recommend beta testing. You can refer to their guidelines explaining the process step-by-step:-
- – Google Play Console Beta Testing Guidelines
- – Apple Store Beta Testing Guidelines
Feeling overwhelmed? Don’t be. These small steps can help increase your app’s visibility online and even enhance the number of downloads by target audiences. Working on your marketing strategy before you launch your app is an important part that some people often fail to realize. You prepare the ground of customer acquisition before the grand launch, which is why app store optimization is so important.
Planning to kickstart a new app launch program? Stop anticipating, start preparing your ASO strategy today!