Mobile applications are an interesting item to market. You’re basically marketing something that markets you.  Jeffrey Hughes’ iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps covers the strategy of how to market your mobile app:

After you get approval from the App Store on releasing your app, the hard work begins: it’s time to get people to invest their time and money into you, which is not an easy task. A Marketing Plan is key to the success of your app. Most likely, you will have an application that will build interest over time with quality marketing and a quality app.

These steps will help guide your mobile app’s success.

Building up to the release:

  • Production – What type of app do you want to build? What are your hobbies? What are your needs? Where do you work? These things in your daily life make a great app – dog park finder, calorie counter, accounting calculator – etc. Build a tool – whether entertaining or useful – for your mobile toolbox.
  • SWOT – What makes this application unique? What could it do better? How can it grow? And that leads to your target. Understand your target and be realistic with how many downloads your target will entertain you with.
  • Success/Goals – Also gauge what your success will be. Is it ROI? Is it brand recognition. What will be the benchmarks to make this app successful.
  • App Icon – The icon is the packaging of your product. It should symbolize the functionality of your application. Make sure you review your competitor’s icons before you make the final decision.
  • Landing Page/Site –  Build a site specifically for your application. Make sure you spend the time and effort. It will be a direct reflection of how well your application works. I’d recommend using a blog style site for this. Then you can both promote the cool features of the application and the new releases/updates that you are doing. Also, you can do A LOT more with your site compared to the App Store page.
  • YouTube Video – Use video in a problem/solution/demo format. I would also add a little flare to your video whether using humor or something else unique. Then a little before launch, post your video to your site, which can lead into building up the hype.
  • Relationships – Begin building relationships with other bloggers in the targeted demographic. If you have developed a football application, develop relationships with sports bloggers. Also, start putting industry articles on on your Facebook profile and Tweets. Tease this target to become interested in you. Don’t be a sales guy right off the bat or you will find only your Mom and sister follow you.
  • Reviews – Once the application is available to download, have others review it. Get them to provide you with feedback.  Also, make sure you are priced appropriately. (Keep in mind many corporate applications are free.)If you have an app that’s not free, Apple can provide you with promo codes for a free download. Don’t request these all at once, but give them to the people that you’re asking to review your app.
  • App Store Page – Make sure you have family/friends review your copy. You may want to even consider a copywriter for this task to develop engaging content for you to attract, engage, and convert someone with your app. This is where people make the final decision to make the commitment to your app; it closes the deal, so don’t take this page lightly with the photos and content you put there.

The Public Launch:

  • Website – After building up the hype of what you’ve been working on, let people know when you plan on release the application. And once this date is settled, LAUNCH! The website is the first place you will want to point people to be able to find the download.
  • Email – If you have a list of hungry subscribers, now is the time to update them of the new application. You could also partner with bloggers/content producers and see if they will put a blurb for you on their mailing list.
  • Follow Icon Set – Usually in your emails and your websites, you will have your social media links (Facebook logo, Twitter logo, etc.). It’s time to update this and include your mobile logo as well.
  • More Reviews – Get as many reviews as possible. People make their decision based off the reviews. Also, have other bloggers look at your app and critique/praise it. This will give you valuable information on how to improve. It will also start spreading the word. On the app store, maintain a positive ratio, 10 to 1, for people giving positive to negative reviews. You can’t please everyone, so please mostly everyone.
  • Facebook Page – Get people to join your Facebook page. This could be a good route for you to have two way conversations with your followers. Be sure you are actively maintaining this page.
  • Twitter – If it makes sense for you, you could use a Twitter account to help push information to Facebook and your website. This could be used to publish industry articles for engaging content. You’re helping build your brand, but this shouldn’t be forced.

Maintain and Build:

  • Repeat – The above steps still need to be followed through. Continue to get people from the targeted industry to review your application and talk about your app. Continue to update the website with what you’re working on, and also continue to keep your Social profiles engaging.
  • Review Analytics – Is your target getting what they need? How much traffic is the website getting and are they converting to a sale by going to the App store? Whose downloading your app? The greatest thing about digital media is if you are not on target, you can quickly adjust you’re strategy.
  • SEM – Search engine marketing is a good way to get people to your site. You can get targeted advertising to help create interest. You can also track this directly back to your site.
  • Promotions: If you’re application costs money, you may want to run a promotion some time during the year to help boost interest. Schedule this around a time when you’re target is looking to buy. (e.g. Football apps should go on sale at the beginning of the season.) Don’t do this too often, or you will train your target to wait for the sale.
  • Contests – If your app can include user generated content (e.g pictures), run a contest. This will help spread the word and get people interested in your product.
  • Don’t stop now: Keep developing your mobile app. Add new features; fix issues, and let people know on your site. You can even tease people with upcoming releases. As soon as you stop this, you have decided to take down your application.