Your first step is to make something people want. If you haven’t read our previous post in this series about Even Before Launch, you should read that first.
Once you have made something people want, the second challenge becomes how to get it to people who want this product and content. In this blog we will give you a few effective and practical tips to get started. It’s hard. Having an app and great content is not enough. You have to work hard to make it successful. Many first time app founders and content creators expect some magical marketing hacks to get their app flying. There’s no such hack. There’s only the hard way.
We’ll be looking at both free and paid marketing. Both have their merits and short comings. You must judge what will work for you.
Facebook is still the biggest Social Media out there. It is important to know how to tame this beast for your benefits.
Facebook has various aspects to it, all of which we will be diving into.
Facebook is full of groups. You must find groups using the search on Facebook. Search for groups based on the keywords that might be relevant to your app and content. For example, if you are creating a course on “Stock market investing for beginners”, you may look for groups like “Investments”, “Stocks”, “Stock Markets” and so on.
Be sure to join the groups. For the first couple of weeks you should be an active member of these groups to gain trust of the members in the group. You cannot usually just join the group and post a link directly. Many groups have policies around when and how you can promote your own products on the group. Be sure to read them and abide by them. Learn More
Be sure to have a Facebook Page that is dedicated to your content and app. Post engaging content on the page. Invite your friends who might find this page interesting. Ask them to share it with their friends.
Once you start posting content that is relevant to the audience that has liked your page, people will start trusting you more.
Then once you have your app ready, you can launch it using the Facebook page. You must be looking to get a few hundred likes on your page to get going. Again, this may vary from content to content. But building some kind of following on the Facebook Page is an asset. We will see in the later sections how this will help in paid marketing too. Learn More
You should post a Facebook Post with a clean image that talks about your course in 5-6 words. Super crisp. Share it with your friends.
This is a very low conversion channel, but it’s something you should do. This will help you get suggestions and feedback from people you trust – your friends. Actually we recommend you should post this even before you launch.
Another interesting place to promote your app and content is through WhatsApp and other chat apps.
WhatsApp, Telegram and other apps have thriving groups. You should find groups that exist and join them. You should start adding value by genuinely being a part of the discussions on the group.
Finding groups on chat apps is hard. That’s why they’re so effective. The only way to get added to a group is if you are invited by an existing member or admin. You must ask your friends and colleagues to add you to such groups.
Once you’ve been a participant for long enough, depending on the unwritten policies of the group, you should effectively share your content with the group.
WhatsApp status is an underutilized way to market. That’s what makes it a good place to start.
If you have people on your contact list who might be interested in the content you’ve created, you must definitely put up a status talking about what the content is about and a link to your app.
Again, you should not expect too much traffic or sales from this channel. But, it is so easy to do that makes it totally worth the 5 minutes.
Quora.com is a great place to suggest your content to someone who is explicitly looking for it.
You must find questions on Quora and answer them genuinely using your expertise and skill. You should also share the link to the app if someone might be interested.
Though email seems to be dying, it thrives especially in the professional spheres. If your audience is someone who still actively uses email, you should definitely consider building an email list.
Learn why email is so effective.
You should build your mailing list. You can use free tools like Mailchimp.com to build an email list. You can create a simple landing page using Mailchimp and collect email addresses. Once you have email addresses, you can start your own newsletter.
Newsletters are known to have about 30% open rates. If you send your email to 100 people, 30 people will open it. Out of the 30 people, depending on the email that you have designed, you can expect 7 people click on the app link you send them.
So you need to slowly keep adding more emails to your list. This is a great asset to have. Especially for paid marketing if you want to work on it later.
Learn more about how you can make effective use of newsletters.
Livestreaming get a lot of coverage these days. Insta Live, Facebook Live, YouTube Live, Periscope are all good mediums to livestream. Build an audience by regularly doing livestreams and talking about the periphery of the content you have created. People who watch your free livestreams are also people who might be interested in your real content. You can promote your app and content towards the end of the live.
Share the links in the descriptions and in the chat box to make it easier for the clients to open your app.
Make sure to share your livestreams after the live to get even more reach.
YouTube is a powerful marketing tool. If you are creating videos or podcasts in your content, you should definitely consider putting snippets of it on YouTube.
You should also re-purpose your content and put up free versions of it on YouTube. There are some great blogs about how to make the most of YouTube.
Lastly, we’ll look at paid marketing.
A heads up before using paid marketing. Paid Marketing is an art. It is expensive. You should know precisely whom you want to reach using your ads in order for them to be economically viable.
You need to make sure you are willing to bid good bye to your money for the first few attempts. Just putting money into ads isn’t enough.
It’s like putting up a billboard. It’s expensive. It’s worthless if you put up a board about a software engineering job opening at your company at the neighbourhood children’s park. You need to put up the billboard at the right place. Else you’re burning money. You need to be weary of this mode of operation.
Facebook is probably one of the most suited advertising mode for individuals. It’s easy to start and effective once you get the hang of it.
If you are new to Facebook ads, here is a great tutorial to get started.
For making a great Facebook Ad, you need to have the following
- A compelling post and text
- A great and clear communication in the image
- A great heading that tells what the users can expect on clicking
- A clear call to action. A button that tells them what to do next. e.g. Sign Up, Buy Now, Register
Here’s a guide to start running your first ad in less than 10 minutes.
If you have email addresses of people who might be interested in your product, you should use that to reach out to more people like them. That is why we said earlier, that it is probably important that you make an email list.
You need over 100 emails for this method to work well.
Once you have people actually buying your course, update the list for look alike with the people who have actually made the purchase. Keep improving the list by adding people who’ve made a purchase. That way, you’ll be able to reach even more people like them.
Here’s a detailed guide as to how you can use Facebook Look Alike
Facebook boost is the simplest way to do paid marketing. It really is about putting up a normal post on Facebook and then putting money behind it so that it reaches more people.
This is easy, but should be used with caution. This, when paired with good targeting and look alikes can be a useful tool.
Google & YouTube
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