You need to have the best product that really solves the problem. They tell others about it and recommend to install. The invaluable thing is the best way to grow and it really works.
- Blogs, LinkedIn, YouTube, etc.
This is about building content that drives users to the app. SEO is here too, as search engine optimization like Google can really drive traffic to this content. Mind, this is something that pays off in the long term. It can be rewarding for years but it is not fast to build.
Tactics that really matter when launching an app. The reason why app store optimization is so valuable is the intent of the users. These are the best users in the world. The problem is that it is hard to scale. The people that are searching for any type of healthcare utility where you pop up as number one, are the best users. It might be 200 downloads a day, but those are the best 200. All in all, winning an app store is incredibly important because that’s where your best users are.
- Influencer/Creator Marketing
This modern strategic partnership is about finding someone popular who talk to the exact audience you need. There are so many influencers and creators out there that cover all kinds of niches, there is definitely someone who talks to your audience. It is a win-win collaboration where you actually align incentives in a way that drives great behavior and great results for both of you. Sponsors’ stories on Instagram work well, while Instagram posts are something that doesn’t work anymore.
No doubt, it works incredibly well. Yet, sometimes it can be a dangerous game to play. You have to look from two perspectives here. It was great in the beginning. Performance-driven paid marketing today can have the opposite effect on you. The first investments are usually well rewarded, and then it gets worse and worse. At some point, you are going to get messed up because the further it goes, the more distant you get from the core target audience they can find you. Once you are used to high numbers, and they do not work anymore, you face great frustration. It is a messy journey, so make it a part of your strategy but avoid turning it into your food for life. Paid online marketing is not worth relying on it completely.
So how to use it right? First and foremost, online marketing is incredibly good for testing and learning. It can show you what messaging to use, and even show you what to build. You can feel it when it is easily adaptable. That is a crucial part of your launch app journey, a strategic technical tool. At first, you need to be something that people like. But it is not your primary growth strategy.
Broad PR really works well for Healthcare. If you really get download spikes because of the press, be a bit more careful because it can mess up your numbers. It can look like you are very successful but these downloads might have no retention and have zero value in the long term perspective. It may just be a simple curiosity without any need for what you are building. Everything is about finding your narrow niche. Niches are bigger than we think. The concept of an app today means a global audience, and if you are the best at what you do, in your small niche, you will be successful. It’s hard to get to the top if you go broad too early. So find your niche at the very beginning of your mobile app launch. This way, you can find the press that matches your exact audience.
Although it may sound a bit weird and old-school, it can work wonderfully. Especially now in 2023 where online marketing is so expensive. Offline marketing looks like a good value for money. This works best in the beginning. We can still do things that do not really scale. It depends on the app, especially things that have limited geography, which can work really well. It is the way of getting the organic engine going. Because it is limited you are trying to get a network effect of a town or a school. As long as it is pretty limited, it is a great idea to do. You might not win the full market of your state but it is the way to break the ice.
Instagram, Twitter, Facebook, TikTok. Organic posts on social media usually aren’t a real growth channel, to be honest. It is great for keeping an already existing audience engaged for retention and testing, etc. but not to grow or launch an app unless you have your audience already. Sometimes people grow audience and then build an app for them. It can be a success on the condition if you have the right audience. Be active on social media, of course, but do not have high expectations. It is just a little part of a bigger strategy. Plus, we can also include email engagement here. Just have a look at some statistics on the picture below:
