4 Fundamental rules for marketing your new business app

Getting your marketing rights is a key factor in whether your new business app succeeds or fails to live up to its promise. Modern marketing is complex, with myriad channels and advertising options, complex consumer journeys and a huge amount of technology to get to grips with.

It can be overwhelming if you’re sitting down to write up your marketing plan for the first time, but remember this; good marketing comes down to a few fundamental rules. No matter how many channels you opt for, ad formats you try or budgets you create, there are a few basics which can make or break your campaign. These are the four fundamental rules we suggest you stick to at all times to create a framework for app marketing success:

1. Make your value proposition clear

With millions of apps across the various marketplaces, you need to ensure that your value proposition is clear and communicated succinctly. Your value proposition makes your app irresistible to your target audience. It spells out exactly how you can improve their day-to-day life, solve a problem or fulfil a need. This part of your marketing fundamentals should be quite easy to get down on paper as you’ll already have identified your niche and the need for your app during the design process. Your value proposition should anchor your marketing activity as it’s central to what you’ll communicate, whether that’s via social media posts or paid advertising.

2. Have a great offer

Whether you’re creating content for a sponsored social media post or drafting an email newsletter, you should have a strong offer to capture the attention of your audience. This offer should be something that the audience can’t refuse, in order to minimise the number of potential app users who read the offer and decide that they’ll think it over or compare with competitor offers first.

3. Have a measurement and reporting system in place

You simply can’t run a successful marketing campaign without having a system in place to measure results and report back on the impact of your efforts. If you conduct marketing activity without measuring the results being generated, you risk spending your budget on things that aren’t working and missing opportunities to maximise the successes.

4. Have a plan to capture lost leads

Not everyone will want to download and install your app there and then, and that’s OK. Some people will want to compare offers, may not need the app right now or feel that they need to do more research. That’s OK. As long as you have a plan in place to re-target those who fall out of the funnel and stay in touch with those who aren’t quite ready to take an action now until they are ready to become a user, you can nurture all of your leads, not just the small percentage ready to take an immediate action.