Creating a Marketing Plan for your Android Application

By now, you should definitely make a list of the first people in the media that you want to tell about the Application.  The answer to that question is obvious: everyone.  Technically, when you put something on the Internet, you have told everyone.

However, the chance of everyone hearing about your application is pretty small, unless it is earth-shattering front page news.  Even if your business really is the most innovative thing to hit the Android Market, such big news can easily be ignored.

We live in a world where headlines change daily and news websites change much faster than that, and there really isn’t a pattern as to what is the biggest story.  I still can’t figure out why in the world we talk about things like Charlie Sheen, the color of a dress, cold water challenge, or other things that really ought not to be of interest to us.  Fads are a fickle thing.

So as you do your business, you should be thinking about people in the media that you will want to inform when it is complete.  Not only that, you want to figure out how you are going to tell them.  For now, you should find media outlets such as blogs, journals, and other various social media outlets that would be interested in reporting on a business like yours.

Blogs 

Web logs, or blogs, have really grown into a phenomenon in the last decade.  It is interesting to see how journalism continues to change thanks to the blogosphere. The digital format of the Internet makes everyone a writer, and with no waiting on the printing press, news is made as quickly as one can write it.  Practically everyone who owns a computer has a blog, and there are several that are backed by big media companies, who hire out bloggers for paid work.

Bloggers are always looking for a “scoop”.  I know that it is a lot easier for a blogger to write about something that has been given to me by someone else.  This way, the story becomes a report on my experience, and not just a re-phrasing of information on a Press Release.  For best results, you will want to send a reviewer a complimentary copy of your business’ offering in order that he or she can experience it fully.

When you go to any blog, they will usually have a link to go for contact information.  In some cases, they have some place for leaks.  You should be able to contact someone at the blog and get your story about your business known.  You should probably start a list of the blogs that you will want to contact when your business is ready.

Printed Journals

Whoever said that “print is dead” was quite premature, considering the amount of newspapers and magazines are still in print.  We are a long way from an all-digital media society, and you should take note of the local, city, and national printed journals who cover stories about digital technology.

I live in a small town myself, and if I was in need of some press for my business, I would find out if the town paper had some sort of local business section, and then I would then check the masthead to see who the editor is.  If it is not listed, then I would make a call to the editor.

Social Networking

Where would be without social networking? Probably with a lot more free time, but a little less connected to people.  I’m pretty certain that I would have less “friends”, but the very word itself has changed meaning.  I can’t think of any other place but Facebook where I can see pictures of my friends’ vacations, whether I want to or not.  It seems like everyone and their dog leaves 140 character comments on Twitter, so it would be wise to develop a group for your social presence.

For Facebook, it isn’t difficult to start a group based on your business or anything, really.

  1. Log on to your Facebook account. Simply go into the program under the left sidebar and hit “Create Group”.
  2. Select a name for your Group, definitely something that matches the name of your Application.
  3. Select an icon for your group.
  4. Under the section of Members: select the friends you want to add to the group.
  5. When you get to the Privacy section, you should select Open. You should probably allow anyone to see what is one the group, who is in it, and what members post.  Closed allows only members to see the posts, and what members post.

 

As for Twitter, it is quite simple to develop a new identity there.  You should probably have a name that is close to the name of your Application or your development company.  From there, you can even start posting about the progress of your Application or Application.

You should probably consider LinkedIn, the world’s largest professional social network.  It is a place where you can post your resume, and a terrific place to make business contacts.  As a professional blogger, I have found that practically every PR person, company representative, or developer is on LinkedIn.  If you haven’t done so already, you need to get as many people as you can on your LinkedIn profile.

Ideally, you want your application to gain so much of a following, that the minority sways the majority.  Even with articles from blogs, printed journals, and social networking presence, there is really nothing you can do to guarantee that your Application “goes viral”.  There are things that you can do to help it along, so start that marketing plan early.

Guest Author:
Mark Rollins | @TheGeekChurch
Mark is a published author of many fiction and non-fiction books. His blog, http://TheGeekChurch.com, discusses the relationship between technology and the Church