For those in the mobile field, the modern version of the “If a tree falls in the forest” question, is this: “If an app is created and no one downloads it, is there any point?” The answer from yesterday’s Mobile App Madness, was a resounding “no.”
During his presentation at the half-day event, which took place at Toronto’s Thompson Hotel, Gary Yentin, founder and CEO of Toronto-based App-Promo, gave practical marketing tips on how to drive adoption of an app amongst customers.
Yentin’s company specializes in the promotion of mobile apps as a full-service marketing, advertising and PR agency. Yentin has more than 15 years’ experience managing marketing for new media and technology companies.
Whether for the BlackBerry, iPhone or Android, here are his five tips to get customers to download, install and use your app:
1. Create a unique app. It sounds obvious, said Yentin, but an app will differentiate itself in Apple’s App Store if it is the first one in its category, or if it reinvents an existing category. Avoid building a “me-too” app.
2. Spend time on your submission to app stores. App Stores put a lot into reviewing submissions before publishing them. Yentin suggested providing “snappy descriptions that zero-in on the key selling points of your app.” Put thought into your messaging and keywords since they will help customers find your app.
3. Design a great website. Create a dedicated online and mobile website for your app where you show it in action. This is where you can communicate its key features and benefits. The website will act as a point of reference and a destination to send users and potential users alike, so make it interesting.
4. Make it social. “The more people talk, the more visibility your app will get, which will translate into sales,” said Yentin.
5. Invest in your launch. Make a big deal about your app’s launch. Marketing and promotion around the launch is critical to build awareness and drive downloads of your app, said Yentin, adding that the ratio of how much you buy in advertising to promote your app compared to what you put into development should be one-to-one. “Put as much money into marketing apps as development.”
