Building on the above, your app’s brand identity starts with knowing the following.
- Who your audience is — your ideal customer.
- Why would your audience be interested in your app?
- How do you want to be perceived by that audience?
- What your app does.
- How your app outperforms the competition.
- If relevant, how does your business’s brand plays into your app’s brand?
Build a Landing Page
Once you’ve established your brand, it’s time to use that brand to put together a landing page. This is where you’ll direct all the leads and prospects you bring in with your marketing efforts, while also capturing downloads from search traffic. Should you opt for content marketing, this landing page can serve as the hub for a larger website.
A good mobile app landing page includes the following:
- Lifestyle imagery. Represent your ideal customers, and the ways they might use the app. Include examples of compatible devices in these photos.
- A compelling pitch. Start with a tagline that conveys your unique selling point — in two sentences or less, why should people care about your app?
- A strong call to action. Presumably, you want people to download your app. Make it easy for them to do so, and pair your CTA section with a tagline just as compelling as your pitch.
- Feature list. A description of your application’s core features, supported by high-quality, short videos and/or screenshots.
- Contact information. How can customers reach you? If you maintain a presence on social media, include links to your business or app’s socials, as well.
- Any other relevant data. This may include target industries, awards, value-adds, and so on.
- Search engine optimization. Think about the search terms most commonly used by qualified leads — what are people searching for when they come to this landing page?
Optimize Your Play Store and App Store Descriptions
Although there are certain key differences between writing an app store description for Android versus iOS, the best app descriptions on both generally share the following characteristics:
- They clearly and concisely explain what the application does
- They’re easy to understand.
- They have a clear structure, with text broken up by bullet points, headers, etcetera.
- They include keywords for your app.
Create a Content Plan
By this point, you’ve hopefully already nailed down your target audience. You understand their needs, interests, and challenges. This should make it easy to develop a content plan, which you can then use to inform everything from blog posts to sales and marketing collateral.
This content plan should establish the following:
- The type of content you’ll produce, such as written blogs, explainer videos, infographics, etcetera.
- How frequently you’ll publish new content.
- The core topics you’ll focus on with your content, and a list of relevant keywords for each.
- How your content will be promoted, such as via social media or email lists.
- General branding information, and how that should be applied to your content.
Produce Marketing Collateral
Next, we recommend thinking about some specific marketing materials that can be leveraged by your sales team to promote your application. This could include datasheets, explainer videos, case studies or testimonials from successful clients, and so on.
What makes this collateral different from general content is that it’s specifically focused on driving sales — it’s not about addressing related problems your customers might have but instead showing them what your app is and what it does.
Find the Right Partner to Help You Along on Your Journey
If one of your first thoughts on reading this was what a nightmare it will be to balance marketing with app store approvals, you’re not alone. That’s why Acrobits has released a new professional services add-on to help you market and optimize your App Store listings.
As a mobile developer, managing app stores can be a downright nightmare — but with Acrobits, there’s an easier way — one that lets you focus on doing what you do best.