Your App Development is Complete...Now what?
You had a great idea for an App, you've completed the App Development phase, and your App is published on the App Store. The idea you've created is failing to gain traction among the 1.25 million apps in the app pool your app is swimming in. Let's go through the steps that were missing in the App Development & Deployment process. Know that you are not the only one in this boat.
App Development: Successful Deployment Strategy
Successful App Development doesn't end with your App being deployed to the App Store. There are some key steps that need to be taken to ensure your success in the market place, and more importantly, your specific market vertical. These items include:
- Keyword relevance for your specific market verticals
- Web presence to inform your market vertical and potential users of your App's abilities and functionality
- Inbound Marketing program to capture prospective users within your market verticals
- Ongoing updates to your App to maintain relevance within your industry or market
App Development: Keyword Relevance
Keyword relevance is extremely important when moving from the App Development phase of your business to the marketing phase. While broad keywords will put you into direct competition within your market verticals, specific keywords will allow you to hit a home run with your target audience. Let's face it, your competition is most likely very lazy, and expects that their phone will ring or there will be a knock at the door with little or no effort. By using specific keywords, you will reach out to a more specific user group, that will inevitably keep using your App for an extended period of time. Creating buyer personas that identify your target market will allow you the opportunity to gain traction with your App. Don't know what I mean by buyer personas? Reach out and we will be happy to explain the importance and weight of targeting your potential users with buyer personas.
Improving your keywords for search networks
App Development: Web Presence
Every, and I mean EVERY App needs to distinguish themselves with web presence. App Development doesn't stop when the App is published. A responsible App Developer knows that the key to any developed App far surpasses the native App Development phase. If you shopped around for the "best deal" on App Development (which a lot of people do), you most likely got exactly what you paid for...just an App. There are a plethora of development companies or brokers that feel their job is complete when your App is published. Generally, we find a majority of the development companies lack the ability to help market their created App's, regardless of their claims.
App Development: Inbound Marketing
Maybe you have a game plan for marketing your App. Is Inbound Marketing a key to your game plan? What are you sending to your potential users when they ask for more information? How are you defining your different user types? Are you using branch logic to divide and conquer your different user types?
A successful marketing program includes Search Engine Optimization (SEO), Search Engine Marketing (SEM), along with Social Media Marketing (SMM). Lacking any one of the three will cause your App to become stagnant within its market vertical. There are many companies that have claims to fame regarding one or all three. Do your research before choosing a specific company to manage your marketing efforts.
App Development: Ongoing Updates
Technology is constantly changing, as are your users. They want to see updates and new features, without having to ask for them. Ensure your App Development includes ongoing update support. One and done Apps are usually "done" as soon as they hit the App Store. Be sure that you understand that your viable competition will constantly be updating their Apps to ensure they maintain relevance...Shouldn't you? In the time that it takes to develop your App, user needs and wants will have already changed at publishing. Staying on top of the tech industry will ensure you are working on your first update as soon as your App is published. Ensure your budget includes for updates, so you aren't in a position of seeking out funding before you have proof of concept.
App Development: Conclusion
We obviously can't cover everything in every blog post. Should you have questions, please feel free to reach out. We're always happy to hear from people regarding any of our core focuses. If you happen to be in a position of App stagnancy, we would be happy to put a proposal together to show you what it takes to market your App effectively. When all else fails, make the choice, because Choice Matters!
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