Mobile App Launch: 8 Surefire Pre-Launch Steps to Consider in 2021

Have you thought of considering some app pre-launch promotion for your new app before it is officially released? Unfortunately, most companies do not, and the truth is that they would acquire significant momentum by doing so.

The truth is, if you wait till your app is launched in the app store, you will already be behind. The pre-launch stages of an app are critical for targeting your target audience. In other words, even before it went online, your app may have started cultivating a relationship with your target audience.

While you are working on your app, you should start thinking about how to market it. Even if it does not appear so at first, this is an essential aspect of your development process. You are up against over a million other apps, so remember that strategy is vital! From the start, make the most of your resources.

Here are some app marketing strategies in case you are wondering how to market your app when it is still in the pre-launch stages:

1. Set Up a Dedicated Website 

Your app must have a website. A website or landing page like an overview of the app drives traffic to the App Store. Rather than a browser version of your app. This website should be simple, appealing, and clearly explain what the app is for and its key features.

It should also include a clear part where people can sign up to be notified (typically via email) when the app is released. This section is crucial since external traffic will be sent here to establish a potential initial user base. Ensure that all other means of app marketing, such as social media accounts, pre-launch reviews, and press releases, direct users to this website and the signup form.

When building your website, make sure to check the list below to ensure you do not forget anything important:

  • Logo and slogan for the app.
  • A brief description of the app.
  • Ensure all social media accounts are linked.
  • Set up a section where you may sign up to be notified when the site becomes live.
  • Detailed information on the app’s significant or distinctive features, along with screenshots.
  • If applicable, include a descriptional video in the app.
  • More screenshots of features that have not been highlighted yet.
  • Positive reviews of the app from the concerned media (if possible; unless, design and develop this section of the website and keep it hidden until you have reviewed it).
  • A contact form.

Post-launch changes

Once you have launched an app, you will want to make some changes to the website to include:

  • Reviews from the most influential media in your field.
  • All supported app stores include links to download the app.
  • The text in the section where users can sign up to be notified of the launch has been changed to invite users to subscribe to email updates.

2. Get Exposure

You should contact media sources to get your app reviewed or to have a press release published. Getting these links to point back to your app’s launch website will go a long way toward establishing an early user base. Send a link to a complete press kit to relevant journalists and other authors to get your app noticed. This will allow them to access all of the information about your app in one spot. If they do not answer right away, follow up, and if they do, point them to a clean, bug-free beta version that they may check out. Social media and review sites are other excellent ways to generate interest in your mobile app.

Press Kit (Mandatory)

To attract more press attention, you will need to create an insightful press kit. It should include details on all of your mobile app’s unique and crucial features. You will need this to give journalists, bloggers, and influencers a simple way to advertise your mobile app.

Remember to add five items below in your Press Kit to make it perfect:

  • Icon and logo for your app.
  • Description of the app.
  • Screenshots and video of the app
  • You should include links to your website and social media accounts.
  • Please provide your contact information.

3. Make use of beta testers.

It is not technically required but highly suggested that you make a beta version of your app available to a group of beta testers. This group is given early access to the app and is tasked with thoroughly testing it and noting any problems, unclear UI, annoying UX or logic gaps, and general comments/feedback.

You can host the beta version of your app on sites like TestFlight. Using beta testers is an excellent approach to get new eyes on your app. You, the designers, and the developers have spent an extended period working on this app and are more likely to be familiar with issues that beta testers can call out.

Beta testing is an excellent approach to gather early feedback from your target audience on your app. After gathering all of this information, you can focus on resolving the critical flaws before releasing the final version to the public.

4. Email blast for the App Launch

It’s all about sending an email to your database announcing the launch of your app. It may appear basic compared to the rest of the app development process, but it could have a significant impact on your launch. Early-bird pricing and bonuses may help you increase downloads.

When composing an email for your subscribers, keep the following four points in mind.

  • Make the subject line and greeting more personal.
  • Make a compelling value proposition.
  • In the launch email, include a solid call to action.
  • Showcase your app with high-resolution photos or video.

5. App store Optimisation (ASO)

App store optimisation is critical for having your app discovered by individuals not explicitly looking for your app. Pre-launch ASO includes competitor and target market research to determine which keywords and designs will generate the most incoming traffic.

ASO is made up of the following components:

  • Keywords in the app name
  • First-line descriptions that sell
  • Users can not see these keywords, but they are used by the App Store to determine your rankings.
  • A catchy app icon 
  • Screenshots show your app’s five most significant, distinctive, or intriguing features, together with descriptive text.
  •  Use a video of the app to Demonstrate UI & UX that is used in the app (optional but highly recommended)

6. Set up analytic tools before app launch

There is not much you can measure before you launch your app except beta-testers, which are vital to track, but it is much more challenging to develop these tools into the app once it is launched. They are required to follow your app’s data once it is released, and they will provide essential data for improvement.

Top Mobile App Analytics Tools:

  1. App Analytics by Apple
  2. Kochava
  3. Flurry
  4. App Annie
  5. Firebase

7. Decide a launch date for your app.

Choosing an appropriate launch date can be the difference between 100 and 1000 downloads on the first day. While you will not be able to prevent all major events from occurring on your launch day, you may conduct some research to ensure that your launch date does not coincide with any planned activities. According to studies, the most incredible day of the week to launch an app depends on the category. For the most part, the weekend is the ideal time to launch an app for most app categories (aside from business or medical apps, which generate the most revenue during mid-week).

You will want to make sure your app has been appropriately authorised by the App Store far ahead of your intended release date. It is pointless to plan for a specific date if you cannot launch it on that day.

8. Organise a launch event.

Do not forget to prepare a launch party while you are busy, making sure your app launch goes off without a hitch! Not only do you deserve to rejoice, but a launch party can also help you attract your initial users.

It does not have to be particularly large. As we saw last year, you can put on a successful event, even if it is in the shape of a presentation or a webinar.

When organising an app launch party, make sure the time and day of the week are ideal for the maximum number of guests.

You will also want to reach out to your early adopters, as well as journalists and bloggers to invite them to cover your launch party and app.

Finally, if you have opted to hold an offline event, make sure your venue has enough wifi to accommodate all of your attendees during this time so they can download your app. If your app is paid one, try providing guests with a code that allows them to download it for free.

While you are still in the pre-launch process, follow all of our suggestions, and you will be heading your way to a successful app!