So you’re ready to launch your product into the world, and you can’t wait to sit back and watch the downloads and money roll in. But hold onto your hat there, speedster. The Launch phase is not the time to sit back and relax. Instead, this is when the Marketing phase truly kicks in and goes into overdrive. At CabForward, we call this Power Launch — a dynamic initial marketing strategy that propels your product to success.
However, marketing doesn’t just begin during Launch. In fact, before Power Launch we engage in behind-the-scenes prep work, creating assets that include case studies, press releases, premiere videos, incredible graphics and more.
Then, during Power Launch, we publish the case studies, distribute press releases, submit your app for awards, get it featured on industry blogs, and power pitch your app to journalists. But it doesn’t end there. We keep the craft moving during Sustained Flight — our time to evaluate the results of Power Launch, improve the product, re-formulate the marketing strategy and repeat.
In addition to content creation and distribution, our Product Marketing services involve a mix of strategic marketing methods and practices that we’ll delve into in this article. These include the following:
- Customer Development
- Website creation
- Search Engine Optimization
- Social Media Marketing
- Market Penetration Analytics
1. Customer Development
We’ll begin with Customer Development, a parallel process to product development that helps us better understand your target customers, fine tune and create a more perfect product that users will ultimately buy. This step is crucial, as checking our user theories against reality minimizes the risk of total failure.
The process involves discovering and validating the right market for your idea, building on-target product features that solve customers’ needs, testing the right model, developing tactics for acquiring and converting new customers, and more. We test our hypothesis about the customer problem that your product aims to solve. Then we test the product concept and its features that solve that problem.
The questions customer development aims to answer include, but are not limited to …
What are your customers’ top problems?
Does your product solve them?
Do your customers agree?
How much will they pay to solve them?
2. Website Creation
When it comes to your website, we believe it should be both beautiful and user friendly, as well as search engine optimized. Some of the key features you’ll find on the product websites we create include — but are not limited to — the app name and icon, as well as screenshots to give users a better understanding of its uses and functionality.
A preview video and succinct, yet titillating product description, further drive the point home. Any awards or contests your app has won are posted prominently, while glowing reviews from users provide the social proof needed to bring new users on board. Finally, a call to action to “download” helps to seal the deal.
3. Search Engine Optimization
Users will discover your app through the app stores as well as through search engine results. SEO for your website, and in the app stores, makes it more easy for people to find your product through search. Optimized content, relevant links and social media endorsements boost SEO on your website and in app stores, helping your website — or app listing — to climb higher in search results.
Optimizing content involves providing relevant descriptions for what the app is about. On your web page, and in an app store, the description is the main content. In keeping with good marketing practices, the app description is written for your target audience. It also includes the keywords users would most likely search to find an app like yours. Finally, a link from your website to your page in the mobile app store — and vice versa — contributes to SEO and tells new users they’ve found an authentic app.
4. Social Media Marketing
Your website and app store page are the destinations, and Social Media is the vehicle that drives new users there. Social media marketing increases brand recognition and product awareness, draws a crowd to the website and app store, and helps to build a buzz around your app.
At CabForward, we leverage a mix of social media outlets — including Facebook, Twitter and others — to spread the word about your product, engage potential customers and provide customer service.
Our social media services include regular posts publishing that give your app organic reach. Meanwhile, Facebook and Twitter ads help to further spread the word to your target audience.
We work tirelessly to foster a social media following for your product by providing engaging, updated information, sneak peaks, provocative questions and more. In addition, user created content, allowing users to share their positive experiences with your product, and providing a place to provide customer service all help to create community, share-ability and greater product success.
5. Market Penetration Analytics
The topics we’ve covered so far either fall into the pre Launch or Power Launch categories. Market Penetration Analytics, on the other hand, is part of the Sustained Flight phase. Here, we’re able to measure the overall effectiveness of our marketing strategies and pivot when we need to.
Real-world data gives us insights for planning and course correcting to boost sales, as well as evaluating and predicting the market’s ever changing needs. Some of the results we track include the number of downloads for a chosen period of time, user demographics, length of sessions, reviews and user retention, among other metrics.
Why track these metrics? The more downloads you get in a short period of time, the higher the chances are that your product is listed among the top apps. And, when it comes to tracking reviews, we learn exactly what people have to say about the app, which gives us insight into how it’s positioned in comparison to competitors in the marketplace. Then, as opposed to relying strictly on numbers, reviews give us an even clearer snapshot of how users think of your app. Finally, retention — a measurement of engagement — tells us how many users return to your app after their first visit. This helps us to create more targeted marketing campaigns based on device, segment, purchase frequency and other factors.
As you can see, marketing an app requires a number of strategic moving parts. The success of your product depends on a few key factors: directly meeting the needs of the users you want to attract, staging an explosive launch, evaluating results and pivoting when the market demands it.
CabForward wants to help make your product a runaway success. How much do we care?