Get Appy! 7 Steps for Marketing Your App
By Chris Obray, Truvia
Just because your strategic team has decided to create an app doesn’t mean it’s going to be a success. As with any product or even new service, it all comes down to marketing your brilliant new idea. Here are seven essential steps for getting the work out about your app:
1. Craft an app that is fun and easy to use, with a simple call to action.
Something we know all too well in today’s digital age: consumers get bored quickly and easily. In order for the public to engage with an application, they need a simple call to action—nothing too time consuming or mundane. For instance, the Truvia® Honest Mug Creator asks consumers to create their own mug with a comical phrase or quote. In a matter of 10 clicks, consumers have something they can share with friends that is both funny and relatable. If they are not feeling creative, we provide several different phrases for them to choose from. In short, make it quick, easy, and interesting.
2. Create incentive for consumers to engage with the app.
In order to drive traffic to your app initially, it’s important to incentivize app usage. Some brands will offer an appealing prize for those that use the app, or feature “the best” users of the week on their social media platforms. In order to create incentive to use the Honest Mug Creator, the Truvia® brand has offered free mugs with the comical tagline “I love you when you’re not cranky” to 50 selected users. After all, there’s nothing consumers enjoy more than free stuff and a little fame!
3. Leverage the app through existing social media platform.
There’s no better way to promote a new offering to your audience than to tap the channels where they already engage with your brand. If you’ve launched an app, make sure you’re spreading the word across all social media platforms where brand engagement is already strong, whether it be Twitter, a brand website, Pinterest, etc.
4. Engage brand ambassadors across all platforms.
Along with sending out the message of a new app across your social media platforms, you should also engage your strongest brand ambassadors. Send a tweet directly to them about your app, or reply to their post encouraging them to try it out. Franchise on your brand’s consumer loyalty, and continue to foster relationships with those that are already dedicated.
5. Engage the media and blogger community to create “buzz.”
Reach out to all relevant outlets that would consider covering your app—tech, marketing, lifestyle, and whatever else fits for your specific app. For the Truvia® brand, we were able to reach out to several coffee bloggers to get additional “buzz”. With various types of media engaged, more consumers will hear about the new app, which should help drive traffic to your page—and maybe even create some new fans for your brand.
6. Evaluate and target the relevant communities for your app.
When engaging with consumers and with the media, brands should have a clear understanding of what audiences they’re specifically trying to tap. Make sure to engage with outlets where your target audiences will be interested and amused by your app.
7. Monitor feedback and usage.
It’s important to recognize when you’ve made mistakes—which is why monitoring consumer feedback is key to sustaining a successful app. You’ll build on your brand’s loyalty and engagement if you listen to your fans’ feedback, and overall, your app will turn out to be more successful.
Chris Obray manages the global web and social media strategy for the Truvia® brand. He is responsible for online strategy, interactive external communications, and support of the Truvia® brand in the analysis, planning, execution and measurement of online marketing.