The Key To A Successful App Launch: Influencers

Successfully launching a new app is a difficult task.

In the past, many have failed to create a new app launch marketing strategy that results in being ranked in the app store. However, using Influencers as an integral part of a marketing strategy has shown to deliver successful results, which is why it is becoming a very popular strategy. A successful new app launch marketing strategy can be broken down to two main components: getting people to download the app and getting people to continue downloading the app. The first is all about quality installs while the second is about building and maintaining momentum.

Find Them & Keep Them- Then Keep Finding Them (and Keeping Them)

In the first phase of your launch plan, the focus should be on helping people find out about your app and then downloading it. Influencers can play a crucial role in achieving both of those goals because they are uniquely positioned to recommend the app to their followers as well as demonstrating how the app works. Sponsoring Influencers will get you those first downloads as well as generate buzz about your app. Different Influencers reach different audiences, so if your budget allows it, you should consider sponsoring several different Influencers. Keep in mind that not all Influencers are created equally, so make sure to do your homework regarding their engagement rates because that will give you a good idea of what click through rate to expect from them. Most of the time, your conversion rate will be bigger the higher the engagement rate.

Detailed information is what sets apart this new strategy of using Influencers over traditional marketing strategies in order to spread the word about your app to get your initial downloads.

For example, the Influencer you’ve sponsored could make videos to post on social media. During these videos, they will be spending time talking about the new app which often includes demonstrating how it works, why they like it and how it makes their lives better. This level of detailed information results in followers that know what to expect from the new app. If they end up downloading it, they are much more likely to keep it, use it and even review it positively because they understand the new technology and how to interact with it. Using Influencers in the first phase of the marketing strategy can yield high-value initial installs, which is when a new user installs and also reviews the app. Quality installs will result in being ranked in the app store, which in turn will lead to greater exposure, making the app easier to discover by potential new users. At this point, having achieved a way for your app to be discovered by being ranked in the app store, you can then focus on building and maintaining momentum.       

Thinking Ahead so You Can Keep the Ball Rolling

In the second phase of your launch plan, the focus should be on building momentum by continuing to get more and more new people installing your app. This is easier said than done and many marketing campaigns have floundered trying to navigate these treacherous waters. However with some forethought, you can make sure that your new app launch marketing strategy continues building and maintaining momentum after the initial downloads.

Simply put, the first marketing campaign that delivers the initial downloads is not enough. In order to build and maintain momentum you will need several more marketing campaigns over the course of the following weeks and months following the first marketing campaign. This means that you have to plan on sponsoring a lot more Influencers than the ones in the initial campaign. For instance, if you first sponsored two Influencers in the initial campaign, plan to sponsor four in the second campaign, eight in the third campaign and so on and so forth. It is imperative that you plan ahead in order to have all the Influencers ready to start promoting your new app at the right time. For example, you must keep in mind how long the hiring process can take and how many applicants you will need to sort through to get to the number of Influencers you will need. Also keep in mind that the Influencers will need time to generate the new content, so consider using deadlines to ensure you can arrange the content to come out in a staggered and continuous manner. The timing of the content’s publishing is important too, because if spaced out correctly it can help maintain the public’s interest in your new app and get people talking about it. The idea is to create a sustained internet presence for your new app by deploying a number of different Influencers that will tap into different audiences over time, building and maintaining the momentum created by the initial campaign.

In order to objectively assess your campaign’s success you have to pay attention to all the metrics. Same thing goes for the different budgets (total budget, campaign budget and creator budget), the number of original content pieces, amount of views, amount of impressions, amount of clicks and installs. These numbers are all likely to increase as the campaigns unfold which is why it’s important to track the metrics for each time period. Bottom line is that your marketing expenses should be increasing as each month goes by as well as all the other numbers, which you need to track in order to gauge their performance. If that sounds like a lot of work is because it is a lot of work. For that reason you may be better off hiring an Influencer platform or a marketing agency to handle this for you. To contact our team of experts, visit CROWD. or send us an email to hello@crowd.agency.

 
 
FINANCIALSNick Symes