February 06, 2014
Enola Labs

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So you finally finished up work on development of your mobile application. Well done. Now comes the fun part - getting the word out there. I say its the fun part because its always a blast seeing individuals downloading and enjoying your app as long as you avoid the headaches that many face with their product’s PR efforts.

How do I Create Buzz Around my Mobile App?

The first step is taking a step back and planning. Abe Lincoln once said “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” So wise that Lincoln. The key here is to do the necessary prep work to avoid last minute scrambling when the information is requested. Your mobile app’s press kit is journalists, bloggers, and influencers one stop shop to everything they need to write about your app. Here are the items it should contain:

Your App’s Press Release

First, include your app’s press release. We’ve covered how to write a press release for your mobile app extensively in the past, but the key components are as follows:

  • An engaging headline
  • An explanatory sub-headline
  • A very brief description
  • Bullet-pointed features
  • A quote from a developer, marketing, or senior management.
  • Links to your app’s website and social media pages
  • Your contact information

Your basic goal here is to include every piece of written content a writer might need to tell people about your app. Be sure to make it as easy on them as possible. The assumption here is that they sift through hundreds of new mobile app pitches on a daily basis, so be sure not to make their lives any more miserable than they already sound - kidding, sort of.

Your App’s Screenshots and Icon

I am an old school guy. I don’t mind reading 10,000 word longform articles with very little graphics, but the current trend on the internet is short bursts of image-heavy content. That’s how todays content consumer likes being fed. That’s why it’s critical to include lots of graphics within your app’s press kit. It gives journalists options that best suit their readers.

Your screenshots should tell a story. Your goal should be to tell exactly where your app adds value in 4 screenshots. The most effective at doing this can give potential downloaders a precise explanation of what their app does without the need for a written description. Depending on your app, this isn’t always easy, but always keep in mind that people are lazy and far prefer a graphical representation of why they should download your app than reading generic, marketing-driven product copy. For aesthetics-sake, also try placing your screenshots within a mobile or tablet device frame. If you don’t have the photoshop chops to make this happen, there are several sites that will do it for you.

Another item to include is your app’s icon. The reason for this is simple: it aids in discoverability. Oftentimes, a potential downloader won’t remember the exact name of your application. But, if you did your app store optimization correctly, they will be able to get to a page within the app store that features your app alongside a host of others that offer similar features. What sets you apart? An image they recognize. What image will that be? Your app icon. Savvy writers are sure to include it for exactly this reason.

What do I do With my App’s Press Kit?

Now that the press kit is ready, its time to push it out. Target journalists, bloggers, influencers and anyone you think has the opportunity to help you get the word out. Compile a list and prioritize. I always try to personalize every email I send out, so this can be a bit of a laborious process.

Another tip is to create a zip archive file and put a link on your app’s webpage - we will cover your app’s website in another post. Make attaining all your app’s key information as simple as a single click. And make sure that single click is easy to find. I’d label it “Download Press Kit” and I would put it right where a visitor’s eye first focuses on your webpage or email template - use test subjects to locate this spot if you can’t do it yourself.

Finally, this should probably go without saying, but also make sure everything within the press kit is clearly labeled. Each item’s name should reflect exactly what that item is. Leaving generic, non-informative, or simply incorrect titles is just lazy. No one likes the lazy guy.

This should give you all you need to get started. Obviously getting traction is a bit harder than simply sending out a hundred press kits and watching the the articles and subsequent downloads flow. It takes several pitches, copy changes, A/B testing, and press targets to find the specific method that works for your mobile app. But hopefully this gets you moving in the right direction.

App Development in Austin, TX

Before you release your app and come up with the promotion strategy, the first step to success is having a solid mobile development team to help you every step of the way. The Austin app developers at Enola Labs are here to help you with every step of your project.