As you learned in the previous article, identifying your app’s unique message is one of the keys to successful marketing. Now it’s time to take a look at your target market, so you can carefully focus your message to the right audience. Some app developers think that it doesn’t really matter if they identify their target market; as long as their apps are on the App Store, it will take care of itself.
They think the right people will find their app regardless of what they do, especially if they get selected for a “Staff” pick or the “New and Noteworthy” category. You will definitely see a spike in sales while your app remains in one of those categories. But when your app is no longer getting top billing, your sales will drop off, and you’ll be back to figuring out how to market your app. Therefore, identifying your target market does matter.
There are two ways to focus on driving awareness to your iPhone/iPad app. The first way is on the App Store itself, by specifying relevant keywords for searches and deploying other techniques to make your app stand out. The second way is by driving traffic to your own product website and then sending visitors to go to the App Store to buy your app. You will have more influence on driving traffic to your own site than on the App Store. Both of these areas are discussed in greater detail in other parts of this article. However, the focus of this article is that identifying your target audience is a vital step to achieving sales success of your app. It also saves you time and money if your marketing efforts are aligned more closely to your most likely buyer.
You have a general idea of who will buy your app simply by the type of app you develop. If you are developing an investing app, you know your market will be investors. However, there are many categories of investors. Some are risk averse, and they will be looking for an app to suit their conservative investing needs. Other investors are interested in highly risky stock options trading and will want an app to help them make options buy/sell decisions. Games, of course, have all kinds of categories. Some games are focused on children, whereas others target the male teen market. Some games may appeal to a general audience but have as their core audience a specific demographic.
Do you know precisely who your buyer is? Do you know how many apps your audience typically buys each year? These points help you identify your target buyer. What about other customers you might provide this app to? What is the lifestyle information (for example, recreational/entertainment activities, buying habits, cultural practices, and so on) for this target buyer? This type of information can help you in two important ways. First, it can help you make changes to your iPhone/iPad app to better match what your customers likely want. Secondly, it can tell you how to best reach your customers through search engine optimization, advertising, promotions, marketing campaigns, and so on.
A company that sells iPhone/iPad golf games knows that its typical customer is a golf nut. But it also knows that its buyer is a sports fan. Thus, if it can build a game realistic enough to be used by professional athletes, it will have a convincing story to tell about its quality. It can also benefit by using athletes as spokespersons in its reviews and advertising and by placing advertisements in sports magazines where its customers are likely to see them.
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