For a new application to enter the app store’s category list in a short time, the first condition is that you need a large number of customers (they will book your service), and to attract more customers, you need to first Push up the rankings to get more exposure. This question is like the "chicken or egg" discussion that bothers people.
A new company or a newly developed application usually cannot meet one of these two conditions. To "sell" an application, you need a practical marketing plan. More than 50,000 apps are listed on the Apple App Store every month. This means that to create a stable user community, your application must have strong performance, so that this application can stand out from the crowd. Let's take a look at how to promote your app in the app market.
What should I do before the application is launched?
The rule of thumb is "start early."
The first step is to analyze the local market situation.
1) Know your competitors as much as possible.
Here you can find our marketing profile template and the questions to answer.
2) Try to find your unique market niche.
Knowing your competitors can enable you to understand how to take different measures to create a strong brand that is special for customers.
3) Formulate price policy.
Dumping can work well for young and angry brands. However, this is a short-term strategy. You can't always attract customers with low prices. Another important part of pricing is the driver's bill. Develop some reliable programs to motivate the driver to work more.
Develop an integrated brand strategy.
For example: the brand franchise model we often see uses the influence of mature brands to expand the market and profit from the huge word-of-mouth communication.
1) Learn to understand your target audience.
Who are you talking to? How to reach them? What are you going to share? How will you make your promotion worth mentioning?
2) Try to get as much information as possible about local ways of using popular communication channels.
Such a thing may be a really promotional gold mine. This step and the previous steps may require some professional help, so we recommend that you hire a localized marketing agency. Their prices are usually more competitive, and their knowledge of regional details can be impressive.
Before launching, please start your relevant external promotion activities. Usually, 6-8 weeks in advance is a good time. Why is it so early? Because it gives people time to get used to your service, which brings in more customers. Develop clear key performance indicators so that success can be checked at each stage. Continuously monitor progress: daily, weekly, monthly, yearly.
For unique new products on the market, the definition of key performance indicators is particularly difficult. Analyzing data from past advertising campaigns can make it easier. If there is no data available in the past, try the following method: analyze using their average market benchmarks as a starting point, and use the experience of market experts.
After launching marketing activities, KPIs will need to be adjusted.
Now, let's deal with this terrible term "outreach". Basically, what are the ways to contact an app-based taxi company?
Before the application is launched, you need to make a customer profile and launch your promotion based on customer needs.
Use social media for taxi marketing
In order to reach more drivers, you should know which communication channels they use. Uber’s marketers told them that potential drivers spend a lot of time on Facebook, so Uber has launched a huge Facebook Ads campaign before launching in San Francisco. Where does your potential driver spend time? Maybe they are not on social media at all. You should rely on the word of mouth initiated by a few "ambassador drivers"?
Ensure media promotion to promote your app
Publicizing in the local media is another way to cultivate curiosity among future drivers. Think about TV, radio, newspapers. Share your story and tell your target audience how your service is different from the past. Small media are usually released for free. Serving ads to app review sites is also a good way, but be careful to advertise to what your target audience actually reads. The wider the coverage before the launch date, the better you can solve the "chicken or egg problem".
Promote your app online to attract customers
Regarding the issue of acquiring new customers, one of the basic tasks to be done is to place initial ads. In order to maximize its effectiveness and output, please start as soon as possible. Use online promotional tools (such as Google AdWords) to attract more users to your app. You can also launch Facebook and Instagram ads (or any other social media campaigns) to prepare for launching the app.
On-line promotions are usually not as expensive as traditional offline methods and are very effective: they provide the widest range of positioning opportunities. However, on-line advertising requires a certain level of proficiency and experience, so we recommend that you hire a digital marketing agency to make it perform well. Don't forget to declare your on-line status. Now that we are talking about on-line promotions, please keep this in mind: creating and maintaining social media accounts is very important. As the name suggests, Facebook, Youtube and Instagram can create real customer communities.
The content you place on social media will also spread because it is easy to share content here. The hotter the promotion, the more customers you can get, and the less you invest in advertising.
Optimize your app to enter the store category list
Last but probably the most important thing you need to do before launching the app: a clear, bulletproof strategy for optimizing the app for store distribution. In our blog, you can read the final guide on App Store and Google Play Store optimization. You can make the first step of optimization yourself.
Plan marketing campaign budget
How to prepare a financial plan for marketing activities before launching the application?
"Ideally, everyone would like to see a beautiful "one size fits all" budget plans. Sadly, such a thing can never meet the actual situation.
1) Collect enough information to make financial forecasts. Use data from success stories, references and insights from other companies. Your product team or/and the marketing agent you will hire need to provide realistic benchmarks.
2) Plan the necessary marketing investments. This will depend on how precise you plan to launch the application: should you start on a soft start campaign first, or should you start an aggressive campaign now? When making a financial plan, you should consider the specific conditions of the market, the number of competitors, and many other variables.
3) Investments that are ready to return to the market are also affected by many factors. Profit model, its rationality, how much money you plan to make from users, etc. The actual financial plan can only be derived from all these data.
It is wise to plan to allow a certain amount of marketing budget fluctuations: this will allow you to make more flexible decisions in the future. "