THE BEGINNERS GUIDE TO
Mobile App Marketing
Written by Logan Merrick
CHAPTER 2:
Hone Your Strategy
Every great product needs a refined mobile app marketing strategy in order to work.
So now that we know who our ideal customer is and the problem they have that we can fill, we need to tailor the solution.
It doesn’t suffice to simply give them our solution the way we had imagined it. We need to get inside their heads to understand:
How they want the solution
- What does it need to look/feel like?
- How do we need to act and what do we need to say/do in order to earn their trust?
How they want the solution to work
- What is their natural thought process?
- What will make sense to them?
When they want the solution
- What time/place is most convenient and natural for them to adopt our solution
The more of this we can figure out in advance the less mistakes we’ll make in the product development, etc.
The likely hood that we’ll make mistakes is almost 100% regardless of whether we go through this process or not.
However, the closer we get to the bulls eye of the ‘perfect solution to the problem’ the less it will cost when we have to make changes to the product in the next iteration of product development.
Let’s dig in:
2.1 How they want the solution to look/feel
This comes down to the overall look and feel of the product and marketing collateral.
Let’s consider which colours, words, offers are most attractive to the customer.
How can we figure this out? Ask people. Find people who fit your ideal customer segment (as specified in Step 1) and survey them.
Ask questions such as:
- “What’s the most important part of the solution to you?”
The answers to this might be:
- “Trust, transparency, privacy, fun, authority, functionality, etc. Record these answers in the exact way they say it.”
Depending on their answer you need to tailor your next question to clarify, e.g.:
- “You said functionality is the most important part of your experience with the solution. Can you clarify what that means?”
The answer to this may be:
- “I just want the product to work flawlessly. It has to be really simple.”
There is gold in that sentence. This customer is impatient with technology and expects a really easy to use product.
Alternatively the customer may have said “Fun” is the most important part of this solution. Therefore you would use words that represent fun and energy in your copy. Perhaps use a bright orange colour as the primary colour in your app.
Get to know what the customer wants. Clarify every statement until it makes sense to you. Remove as many of the assumptions as possible.
2.2 How they want the solution to work
Repeat the same process for your customers. Ask questions such as: Gauge their feedback, write it down and use this in the design and advertising process.
2.3 When they want the solution
Again, use the same process with your customers. Ask questions like:
- “When do you need the solution?” (this could be dead set obvious but worth asking anyway)
- “When is the right time to start using the solution?”
- “If you didn’t know about this solution, where would you want to find it?” (Facebook, etc.)
- “How are you currently solving this problem?”
- “Where do you go for information about this problem?”
