Mobile products—and especially those introduced by independent developers—usually don’t have good marketing budgets. In fact, only 5-10% of all mobile apps have a mobile marketing strategy. But at the end of the day, why do you need a marketing plan? Making one sounds like it would take a lot of effort and time. But that’s not the case at all. Marketing plans are only as long as they have to be to synthesize the marketing elements, multiplying your chances for mobile success. A plan is a way to describe your path to a bigger sales volume. Sure, there are several cases of mobile apps that won customers’ hearts without a mobile marketing strategy, but these are the products that shot to the top right in the beginning of the App Store era. But things are a little different now. Like Thomas Jefferson said, the harder you work, the luckier you’re going to get.
Now let’s make a distinction between a marketing plan and a marketing strategy. A marketing strategy considers all your mobile products and their position in the market compared to competitors. A marketing plan stands for specific actions that you are going to take to bring the mobile marketing strategy to life. For instance, developing the best iPhone app the finance category is a strategy, and your plan is going to reveal what exactly your team is going to do in order to achieve this goal. For example, you can partner up with a big bank and guarantee thousands of downloads this way.
Developing a plan means that you take things seriously and build an innovative, unique, and popular mobile app; you increase your chances to get stable revenues and give your customers a good reason to stay with your company. But that’s not all. Here are another 10 reasons why you need a mobile marketing strategy:
Target Market Orientation
Marketing plans help you to concentrate on the target market and find any gaps that can actually open up new opportunities. Is your mobile product idea universal or unique and narrow? Does it cover a thousand potential users or ten thousand? Figure out more about your target audience and make a firm decision about the direction of your idea.
Budget Spending Optimization
Planning your strategy implies that you also allocate your marketing budget flows. This step is very important, especially since the marketing budgets for independent development companies are often rather small. You can save money by deleting unnecessary costs and removing ideas that won’t lead to any results. Some managers and developers just can’t choose where to focus, and so they jump around in a chaotic, non-systematic way without great success. This means they spend a lot of money on additional services that they should have avoided.
You’ve probably heard that it’s impossible to monitor what you can’t count. In order to see the results of your marketing activities, you should introduce KPIs for measurement. Some marketing activities are more difficult to measure than the others. You can always track how many people have opened your emails or how much traffic you get on your mobile app website. However, measuring your brand awareness is much harder. You’ll know that you have successfully formulated your brand when you get bloggers discussing it and see app reviewers leaving comments. However, in some cases, marketing activities are challenging to measure. If there’s no growth in sales or brand interest after the activity, you should remove it as an ineffective method.
Perspectives for Growth
This is especially important if you have several mobile apps to publish. Each product will need a schedule where you outline the publishing date and all promotion that goes before and after it. Not having a plan will turn your branding efforts into downright chaos.
Ability to Attract Investors
You probably haven’t thought about external financing for your projects, but other developers dream of creating a huge mobile product that goes beyond the App Store and mobile marketing. One of the major requirements here is a well-written business plan including your mobile marketing strategy. It gives investors important information about your mobile apps and websites, as well as confidence in the future ROI.
Coordination for Publishing Apps
You should calculate the approximate date of sending the mobile app to the App Store for revision, getting an approval, and publishing. Don’t forget about your press releases! Think about the articles and news you may want to broadcast to blogs and digital media about your new product. Reviewers and Internet celebrities also need time to evaluate your product and write reviews.
Realistic Goals for Sales
A marketing plan will help you set adequate goals and make more accurate forecasts about market growth. The App Store’s reports are easy to download into Excel for deeper analytics. There are many companies that provide additional services in tracking app sales as well For example, Millennial Media has a package with extended mobile sales monitoring. It shows maps with your customers’ geographic locations, informs you about mentions in blogs, and tracks new comments about the app.
Marketing plans give you a chance to compare your mobile app to its competitors, which is essential for making your product better and keeping up with the best practices (or generating them). A range of web services allows tracking new apps in your category. One of them is App Figures , which lets you create your own app list. You’ll get a chance to see app ratings in all categories this way, and it’s a great automatization tool for competition monitoring.
Pricing Policy and Promotion Methods
Mobile marketing strategies help you define your pricing policy and justify why exactly you’ve opted for this price tag. Promotion methods include important triggers for new users, such as a discount for the first week of using your product or a promo code for in-app purchases.
Formulating a Persuasive Value
Last but not the least, one major reason for creating a mobile marketing plan is to write down what your app does, how it helps users, and what its key features are. You use this kind of information to fill out your website and the App Store page that describes the app’s functions and its value for customers. Check on this major marketing message a lot so that you don’t lose your focus throughout the stages of the product cycle: publishing an app, maintaining it, introducing new versions, etc.
The truth is that you’re unlikely to succeed in mobile app marketing unless you have a good vision. Having a plan makes you think deeply about creating an innovative and popular mobile app. Have you already started your marketing plan? Does it help you? Would you add any points to the list?