8 Steps to Maximize Your Mobile App Launch

With every tick of the clock, hundreds if not thousands of mobile smartphone applications are being developed and released. For any such program to succeed in the marketplace, not only does it need to be designed and programmed well, but sufficient interest must be generated as the launch date draws closer so that the release proves profitable. With that in mind, here are eight easy ways to create excitement for a brand new smartphone app.

1. Know the difference between unique and useful and strive for the latter more than the former when developing the app.

Too often, developers for mobile smartphone applications focus entirely on designing unique programs that nobody else has conceived. Unfortunately, the only selling point of these programs is novelty, and the problem with novelty is that before long, it wears off, and this brings about an inevitable drop in sales.

Priority should instead be given to necessity, particularly in the interest of offering a usable program that fills some form of everyday need, especially if the program in question is one that certainly nobody else has thought of before. For instance, Charmin developed the SitOrSquat, an application that helps people find the nearest clean restroom when they are traveling; something that without question is an absolute necessity.

2. Set up viral incentives within the app.

Although it helps to have a well-designed and useful application, without any form of visibility, there is no way to build a reputation and therefore sales will be inhibited. A good way to bring attention to a new app is to set up viral incentives within the program – in other words, encouraging users to recommend the app to their friends and family and rewarding them with discounts, bonuses and freebies. This is a handy way to leverage and expand the user base, as the rule of thumb entails generating two or more users for each one that comes on board.

3. Brand your app effectively.

Although there have been many successful ugly ducklings in every industry that offers some type of product for consumers, the look of a mobile phone application is a key element of its success. It is especially important that such a program be easy on a user’s eyes, particularly since many of these people work at jobs where they are staring into visual display terminals. As this can strain a person’s eyes over time, an app with a messy, shoddy look will only compound that. Therefore, it is necessary that the visual design be as uncluttered and elegant as possible with complementary colors, quality graphics and a spiffy logo that will give the product a touch of distinction.

4. Build a press kit.

A press kit is an entrepreneur’s comprehensive source for all of marketing materials. It should include screenshots, graphics, press releases, company and employee bios, a list of relevant blogs, endorsements from influential public figures and any other necessary items for promoting the application.

5. Set a launch date.

Nothing creates more excitement and urgency than a clock ticking down to zero. Most often, when people see this, they come under the understanding something epic is afoot and will be motivated to mark their schedule accordingly. With that in mind, once your app is thoroughly tested, streamlined and debugged, set a launch date that you can use to generate enthusiastic suspense among consumers, bloggers and investors.

6. Write press releases.

A press release is a statement that is sent to news outlets in the hopes of drawing attention to a particular person, place, product or event. For a mobile smartphone application, a strong press release should start with a unique, catchy title and then give a clear, comprehensive and concise description of the program, taking care to answer the who, what, where, when, why and especially how questions. It is also recommended to include screenshots that are customized to the app’s target audience.

7. Create a website.

Although new, unique and useful programs get noticed on CNet.Com and in the iTunes App Store, entrepreneurs should not rely on download sites alone to generate their products’ interest, reputation and sales. Face it – an app needs its own website. No questions asked.

Although the page should have as professional a look as possible, it is not always necessary that the home page’s design be very elaborate. Instead, the display should be as easy on the eyes as the app itself, with a neat, professional design, complementary colors, a well-designed logo, and quality graphics. In addition to a winning display layout, the content written for the website should be relevant and not only educate users about the application and its features, but also convince and reassure them of its usefulness, usability and necessity.

8. Reach out to potential users.

Once the app has been thoroughly tested for usability and interest has been generated through press releases and announcements that there is so much time until the release date, take the opportunity to bring about even more excitement by communicating with anyone and everyone who just might possibly be interested in the app. There are so many ways of going about this – soliciting user feedback and write-ups from people who blog about smartphone apps, creating relevant social media pages, targeting specific demographics with invitations to try the app and submit feedback. The possibilities are endless.

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