The 4 Mistakes to Avoid When Marketing an App

By Zack Drew on April 15, 2016


Nielsen research says that the average smartphone user spends some 30 hours per month on mobile apps. The world is increasingly mobile and mad for practical plug-ins that promise to make life more fun, more functional, and more streamlined than ever before.

How is your business taking advantage of the trend?

Mobile apps offer a customizable platform that businesses can tweak and touch-up day in and day out, but some missteps can put a major wrench in the works. Here are a few you need to avoid.


1. Failing to Have a Marketing Plan

You wouldn’t build a house without a blueprint, and you should approach the construction of a mobile app marketing campaign with the same level of detail and thought. What is your target demographic? How will you reach those people? What kind of content will you give them? What problem (for your users – not you) is your app solving? Why should anyone download the app when your website is already there? The answers to those questions will form the framework of your marketing game plan.


2. Confusing Your App with Your Desktop Products

Many business owners approach app creation like some version of ‘Honey I Shrunk Our Website.” Mobile isn’t just a bite-sized version of whatever else you’re already doing, it’s a beast – and a brand-building tool – all its own. Mobile’s small screen forces you to boil all your many channels and content elements down to something simple and streamlined. It can be an opportunity for you to identify and focus on your most important and unique ideas, an exercise that could go on to influence your entire marketing strategy and better your business as a whole. Think overly broad and overdesign the app and you’re just muddying the waters – and probably confusing subscribers in the process.

Not sure if you need a mobile website, mobile app, or both? Check out this article to see how each channel differs and overlaps.


3. Designing for Just One Platform – or Using One Design for All Platforms

Mobile app usage grew by a whopping 58 percent in 2015 and businesses are understandably eager to piggyback on the app trend, but cutting corners with design is never the answer. Some people want to design an app just for the Apple store, aka iOS operating systems, simply because iPhones and iPads are so popular, but that ignores a huge number of consumers who are accessing apps through phones running Windows- or Android-based OS. Even worse is designing one app and assuming it’ll suit the needs of whatever platform you through it up on. Big mistake. Apple might laugh you right out of the store or, disaster of all disasters, your product will make it through to customers where they’ll be greeted with a clunky app that never does what it says it’s supposed to do.

Moral: One size does not fit all, so design smart.


4. Not Asking the Consumer What They Need

Part of the appeal of mobile apps is that it gives you a pipeline straight to the consumer. Basically, you can deliver whatever you want, exactly how you want it, without any middleman to distort your message or insert their own two cents. With this power, though, comes some responsibility to your subscribers. Ask them what kind of content they’d most like to see, when they’d like to see it, and in what form – push notifications, blogs, SMS messages – they’d like their app updates delivered. Once you know,listen. Asking for feedback and then ignoring it may well be the cardinal sin of marketing.

All of this may seem like a lot of work, but trust us – mobile isn’t a gamble, and neither is the effort it takes to learn proper marketing. Check out these top mobile marketing tips to learn the ropes and make a concentrated effort to avoid the errors above – you just might experience a boost in conversion that’s far from accidental.

If you need help marketing your pre-existing or new app, checkout Blue Label Lab’s App Marketing & PR Offering here.


Author Biography

Sophorn Chhay

Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s mass text messaging automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.


Cover Photo by Nathan Dumlao on Unsplash

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