Your idea for a new mobile product is extremely valuable to you. But would it be valuable to others? How will you tell these people about it? How will you get it into their hands so they can see the value for themselves? These are the starting points for a go-to-market plan for apps and software development projects. Think of your go-to-market mobile app marketing strategy as your plan for introducing your product to the right people at the right time.
Get your pen and paper (or favorite note-taking app!) ready. Start taking notes on the questions and thought starters below.
WHO: Identifying Your Audience
Traditionally this and creating the value proposition are part of the overall marketing strategy, but these two elements are critical to a successful go-to-market plan. If your audience isn’t right, or if your value proposition doesn’t speak to your audience, even the most detailed go-to-market plan will be unsuccessful.
First ask yourself who you are trying to reach. It can’t simply be people who use this technology, or the CEOs of companies related to your product. You must get specific. Take a moment to close your eyes and picture the person who would purchase your software. What does he or she look like? Where does he live? Where does she work? What does his daily life look like? Is there room in this person’s life for your product?
Next step: go out in search of this person. Where does this person live online? Who is he communicating with? Does she visit forums? Click ads? Check out your competitors for possible case studies. This will give you more clues about your audience.
WHAT: The Value Proposition
Put yourself in your potential customer’s shoes. Now from that point of view, answer the following questions without interjecting answers or explanations. Is this product solving a problem I have? What is the problem? How important is it to solve this problem? Jot down the answers to these questions. They’ll form the foundation of your value proposition.
If your app is just for fun, put yourself in your customer’s shoes and ask, what about this software will make me addicted? What itch does this app scratch? Is this software surprising or does it feel familiar and comfortable?
When you begin writing your value proposition, remember that it needs to speak to your audience. Do a little research into your audience. Look at their social media profiles and websites. What words do they use? Do they identify the problem you’re solving? What words do they use to describe the problem and the possible solution? Use their words as inspiration when creating your value prop.
HOW: Making Your Audience Aware of Your Product
Okay, so you know what you’re selling, and because you’ve done a marketing plan, you also know to whom you’re selling. If your product is specialized, you might have a very specific idea of the people you’re selling to. You might have a list of specific people who would benefit from your software. If you are targeting a specific type of person, perhaps the CEO of certain companies, consider purchasing a mailing list, or if your list is small enough, research them using LinkedIn.
If you need to reach a broader audience, begin putting together a resources list to which you can send news about your product. Consider setting up the list with a few categories: press, social media influencers, organizations.
Once you have your list, how will you reach out to these people? It’s not enough to simply create a website with good SEO and a few social media channels. You must reach out to these groups directly. Write a press release, and a product announcement. When communicating with potential clients, be sure to identify the problem first, before singing the praises of your software.
Once you’ve identified the ways in which you’ll communicate to your audience, plan how you’ll get them to try your product. They’re unlikely to purchase something sight unseen. Will you offer discounted versions, or free software to a select group of people? Are you prepared to distribute trials to people? Will you create a video showing the software? Perhaps you can gather testimonials from people who have tried the software. These might be the peers of your audience.
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