PR campaigns are seldom discussed when we think of common mobile app marketing techniques. This is partly because running a PR campaign is not something most app startups can afford.
However, there are many advantages to running a PR blitz for your mobile app. The success of any new app depends on whether it manages to attract early adopters. Finding early adopters through conventional marketing techniques like social media and app install ads is very difficult.
PR campaigns help in this regard. They directly reach early adopters though influential niche forums and channels. Let’s assume you start a new pharmacy app. Running social media campaigns is not the best way to find early adopters for your app. Featuring in a popular online health magazine instead will help you find the early adopters much more efficiently.
It is very easy to make an app these days with the help of codeless mobile app creators. The main obstacle is finding the right audience to promote an app to. When done well, PR campaigns can help you reach the specific early adopters that can bring exponential growth to your app.
In this piece, we will discuss how you can set up a PR campaign for your app and effectively reach out to early adopters.
#1 - Make a list of influential blogs and forums in your niche
The first step is making a list of all the websites and blogs you want to feature your app on. There are a number of factors you should consider while making this list. Some of these are covered in the following points-
●Relevance - The first thing you must check before adding a media website or blog to your list is its relevance to your app. As stated above, a pharmacy app could benefit from featuring on a popular online health magazine. It doesn’t make sense for a pharmacy app to feature on a tech blog. Check the overall content of a website before sending over a pitch.
●Traffic - Select websites that are able to get a lot of organic traffic. This clearly means these forums are popular in their respective niche. There is no point in featuring on a website if nobody reads about you. Use traffic mapping tools to get an estimate of traffic a website gets before pitching your app.
●Audience - One major reason to run a PR campaign is reaching early adopters you otherwise cannot find through conventional marketing outreach. Get a good idea about the people who visit the website you want to feature on. Look for websites with a real niche following and avoid those with a generic audience makeup.
You should compile all the websites you select on a single spreadsheet. This will help you keep track of the websites and blogs you have to reach out to.
#2 - Perfect your pitch
The next main step is perfecting your pitch. Not all platforms you select will be open to featuring your app. This is where you need to up your salesmanship and pitch your app effectively.
A good pitch is not necessarily one that explains your app effectively. The editor who will read your pitch does not care about your app or its associated benefits.
Your pitch should focus on how a website stands to benefit by writing a story on your mobile app. Websites are under no obligation to help the prospects of your app. They are however in the business of engaging and informing their own readers.
Make sure pitch highlights why the readers of a website should use your app. By approaching your pitch from this angle, you force an editor to learn more about your app.
Avoid providing bland details about your app’s features and functions. Selling a pitch is similar to selling products - you need to first make the value proposition clear.
#3 - Reach out and follow up
The next natural step is reaching out to the websites you selected earlier. You can finetune your pitch based on the website you are reaching out to.
Not every website will reply immediately. Editors of popular websites tend to get many hundreds of emails every day. You cannot hope to get a reply on the very same day from the editor of a popular website for your pitch.
It is thus important to keep following up after sending an initial email. Don’t send a follow-up email every day. Give the editor time to review your pitch and consider the possibility of featuring your app.
#4 - Select PR channels based on budget
Once you start getting replies, you will find some websites asking for a fee to feature your mobile app. This is common practice and you should be prepared with a seperate PR budget.
You will naturally end up choosing websites based on your own budget. It is a good idea to look at other apps and startups who have previously featured on the websites you are reaching out to. Analyze how those apps benefited from featuring on the website.
This will help you make a better choice when it comes to choosing which website to feature your app on. With a budget involved, it is always important to choose the right website to spend money on.
#5 - Prepare yourself for the spotlight
Once you launch a PR campaign for your app, you will start seeing an uptick in visibility and downloads. It is vital that you prepare your team for an uptick in downloads and engagement.
Every app startup eventually wants to get downloads and engagement after a PR campaign. However, not every company is prepared to deal with an influx of traffic. This means maintaining app performance, responding to user pain points, setting up customer support, and more.
Businesses these days face a lot of challenges when it comes to app promotion. While it is easy to develop a WooCommerce or WordPress app with tools like AppMySite, app promotion remains a stumbling block.
Running a PR campaign can help your app get the visibility it needs. This piece covers how you can set up a PR campaign for your mobile app and benefit from an instant influx of engagement and downloads.