Apps are big business. Since the launch of the first iPhone in 2007, demand for apps has exploded. Mobile app-based gaming now accounts for the majority of the multi-billion-dollar video game industry. Businesses are also increasingly turning to proprietary apps for internal use.
But apps don’t sell themselves. In order to ensure the success of your next app, you need to make sure that you carefully manage every stage of its development and release. If you take your eye off the ball, you risk your app crashing and burning with nothing to show for it. The more refined your approach to PR, the better your app’s chances of success.
Work with a developer who can contribute
If you are preparing to hire a third-party to develop your app, look for a developer who can contribute to the marketing and PR of the app. Developers who have experience in launching successful indie apps are a goldmine. These app developers will likely have experience in the most cost-effective forms of marketing.
As an example of the kind of app development expert you should look for, check out Appetiser app developers, whose service also includes marketing. These guys have experience in getting apps listed as trending, which provides a huge boost to sales.
Organize a launch event
It’s hard to overstate the difference that a well-executed launch party can make to the success of your app. The more journalists you can entice to attend, the better. From the very beginning of the budgeting process, you should be thinking about how to launch the final app in style.
Of course, your PR for the event and the app itself should begin much earlier than that. You want to give yourself plenty of time to drum up interest and flesh out your guest list. Remember, social media loves an original scene. You could even go the full mile and cater especially for Instagram.
Build buzz with a pre-release
A great way to get people talking about your app in advance of the launch date is to make an early version available in the months leading up to your final release. Of course, this means that you will need to be confident that an early build of your app is going to shine. If you aren’t confident in your early build, you will have to decide whether it is worth delaying the final release in order to allow time for pre-release buzz to build.
Many would argue that it is worth delaying release long enough to launch an early pre-release version. If your pre-release version manages to generate the right kind of buzz, there is a good chance this will offset any damage caused by a delayed release.
If you can manage your PR the right way, a successful app release is all but guaranteed. While reviews and word of mouth post-release are important, the really important PR work happens much earlier in the development process. Aim to make PR a cornerstone of your strategy from the beginning.