6 Common Mistakes with Mobile App Marketing and How To Fix Them



Every marketer makes mistakes. The savvy app marketer knows that the best way to rectify them is to learn from them and mitigate when necessary.

Your mobile application is your baby. You probably spent hours or maybe even months tweaking and perfecting it. But people aren’t downloading it and those who are using it, are abandoning it after a few days.

What happened? You probably made mistakes in how you marketed your mobile application to the public. Don’t fret. Mistakes happen, there is no doubting it. They also happen when you try to market your mobile apps to the masses.

The best way to mitigate them is to resolve them before they ruin your marketing campaign and prevent people from downloading your app. If you are guilty of making the marketing mistakes mentioned below, this post should be useful, especially since they also come with easy fixes for your predicament.

1. Forcing Users in the On-boarding Process

On-boarding is a necessary part of app adoption. It ensures that people actually start using your app after installing it. Think of it as a marketing tool where walk your users through your app’s features and at the same time, show them how great it is. With on-boarding, you can make the usage look easier and ensure that people start using your product immediately.

The Mistake: Unfortunately, some marketers make the mistake of forcing users during the on-boarding process. Forced registration is a case in point. It’s like telling users that their impressions about your app are totally irrelevant but they should start using it anyway. It sends a bad message and might turn potential users off.

The Fix: Keep in mind, the point of the on-boarding experience is to ensure that your app’s first impression is a positive one. Work on it. Show them what your app can do with an interactive tutorial. Instead of making them passively absorb information, you are making them go through the motions and in the process, habituating them to your product.

A good example of an app that does the on-boarding process effectively is IFTT (If This Then That) app, which helps users create “recipes” to streamline their workflows. It does a great job of introducing new users to its app by presenting them with a value proposition by helping them create their own recipes and engage with the app.

Another app that uses on-boarding well is Canva. It introduces beginners to its features through a brief video. New users are also educated on how to use the app with fun tutorials. Initiatives like these will keep your own on-boarding sessions positive for your users.

2. Asking for Too Much Information during Registration

App owners usually require users to provide some information about them during the registration process. The basic reason is to make the user experience as personalized as possible, which is a good thing since it helps in emails, text messages and push notifications.

The Mistake: User info can be an invaluable marketing resource but asking for too much information from prospects may come back to bite you. Why? Too many questions might turn visitors off and may question why you want to know so much about them in the first place. It also creates too many obstacles to entry.

The Fix: To keep logins simple, keep questions to a minimum. For example, instead of asking them for the name of the state they live in and their addresses ask them for their email addresses or better yet, use something that they already have logged into like their Facebook login details.

Speaking of Facebook, the social media giant is renowned for expecting minimal info from new users during initial the sign up process. All people need to provide is their first names, last names, enter their email addresses and choose passwords.

3. Ignoring Analytics

The more value your app promises users, the faster will it grow. This is where app analytics comes in. It shows you which channels are most profitable and how different audiences respond to your product.

The Mistake: Unfortunately, not all app owners realize the importance of analytics data. As a result, their apps don’t get as many users as they expect and they are left wondering why.

To illustrate this, consider a food ordering app that doesn’t take data about the people who might use it to order food. Case in point might be everyone from the working public to high school students. Data from this audience can be pretty valuable. It can direct your marketing efforts. Ignoring it is a mistake.

The Fix: At this point, it is safe to say that the growth of your app depends on app analytics data and that your product can fail before it gets off the ground if it doesn’t take this data into consideration. The fix is to simply do it. For example, if you have an ecommerce app, analytics data can show you which audiences purchase particular items more than others and later, optimize your marketing efforts accordingly.

4. Being Ignorant About Your Audience

Creating a product is one thing, marketing it is a whole other ball game. Marketers know that they have to base their product designs and functionalities according to what they know their audiences will like.

The Mistake: Ignorance may be bliss in some cases but when it comes to marketing a product, this notion can come back to bite you. App marketing is no different. Being ignorant about the audience that your application is for is a prime example. Just because your UX pleases one type of user base doesn’t mean that it will sit well with others.

To illustrate this, consider an ecommerce app in which the target audiences are families and elderly people. Younger users who are used to applications might not have trouble navigating your app’s UX. However, elderly individuals who aren’t as accustomed need more convincing. If they aren’t convinced, they may abandon your product in frustration.

The Fix: Know your audience before you market your product. It’s as simple as that. The time you take to do this will be well worth it. App developers need to conduct thorough research into their target audience to see what makes them tick. Points of research can be anything from their culture, behavior and preferences. For example, if you want your app to appeal to people from a certain country, you can “market” your app by incorporating colors in valuable areas (like the call to action buttons) that they are prone to like.

5. Confusing Platforms

Web applications are different from mobile apps. Mobile apps run natively on mobile phones. Web applications on the other hand, run on browsers only which means that their UX will be entirely different from applications that run on smartphones.

The Mistake: Everything from your app’s UX to its look will depend on what platform it is for. Marketing it to people who are used to using web applications is bound to get your marketing efforts into trouble. Unfortunately, many app marketers still don’t realize this.

The Fix: Your mobile app is not a desktop app, so don’t treat it or market it like it is. Your advertising strategies, therefore, should also be about mobile. This means you should do everything that moves your mobile vision forward. For example, you might be tempted to advertise your app on popular listing websites like Google to make it rank higher on search engines; but if you really want to make your marketing strategies mobile friendly, also use platforms that people usually access through their smartphones.

Case in point are popular platforms like Instagram, Snap Chat and Pinterest. Other areas where you can get more bang from your app marketing dollars are the App Store and Google Play.

6. Not Having a Marketing Strategy

Marketing rely on strategies to ensure that people recognize their products and services after launch. Most importantly, it makes you stand out from the plethora of other competitors that are offering the same.

The Mistake: The same principle applies to app marketing but sadly, most app owners skip how they want their products to be perceived by the general public. Keep in mind, just because you think your app is brilliant doesn’t mean that your users will have the same sentiments. A lack of marketing will only make it sink in a sea of other similar applications vying for the same customers.

The Fix: Just like a boat needs a paddle to direct it through the water, your app needs a marketing strategy to direct it through user expectations. The “build it and they will come” strategy might work in some cases, but making sure people use your application requires a little more effort on your part.

The best way to approach a marketing plan is to analyze the components that it is going to address. It can be answers to question that you ask yourself like who is going to use your app, what is the story behind it, how you plan to make people convert and what are the problems that you are going to solve with it.

Every marketer makes mistakes. The savvy app marketer knows that the best way to rectify them is to learn from them and mitigate when necessary.

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