When taking a new app to the market there are many different approaches. Unfortunately the most common approach is the classic “wait and see”; the hope for the overnight success story.
But when it comes to deciding on a main marketing method, there is one that stands out above the rest. It is a marketing approach that in my opinion yields the most effective return on investment.
Influencer Marketing.
Influencer marketing cuts through the clutter and noise and the intended audience pays attention to the message.
Practical example of an influencer marketing campaign:
We are launching a mobile app that helps venues to get feet through the door.
Instead of running ads on different platforms, not knowing which worked, we identify a few key people that have influence over the hospitality industry. We then partner with these influencers, they test our product and if they believe in the value offering they will then use the product and share their experience of it with their audience.
The audience is willing to listen to this message as they trust the voice of this key influencer in their industry. It also comes down to marketing a product that actually does the job it’s supposed to do. Your campaign will be short lived if your influencer promotes a product that does not even work like it should.
Finding and connecting with REAL influencers may be tricky. Someone may look like they have influence over a certain market but if they post 10 recommendations a day then their audience too has become desensitised to the marketing message anyway.
- Identify key influencers
- Connect and partner
- Test, adjust and use
- Run campaign
- Get feedback and adjust again if required
- Measure return on investment
Your app’s success is in direct proportion to its problem solving ability. If you’re not solving a problem then your app won’t make it.
Influencer marketing can target very small segments as well as much larger markets. The focus must be on notifying the audience that you have a solution to their problem.