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Mobile Marketing: Overcoming the Chicken and the Egg Problem

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Mobile Marketing: Overcoming the Chicken and the Egg Problem

Ben Roodman February 4, 2013

Customers, money, time. All overwhelming considerations when preparing launch your mobile startup. What do you do when you have little to no marketing budget, want to be the top of the AppStore, and are trying to launch a product?

Put your focus into two key areas ahead of time: The product and building relationships.

Design your product to put the customer first. Think about does using my service make them look cool/good? If no, reconsider how it may look if the point of your app is to “follow” others, look at strangers on a map, or why I’d want to share any actions done in-app to facebook & twitter. The goal you want to accomplish is to position your early adopters as thought leaders, trendsetters, and then turn fans into brand advocates for your mobile startups. Your fame comes last.

This is mobile startup what you spent your time doing, your passion, so let people know why you put your soul into this startup. Ask for help and advice from friends and those who have tried before you. We’re X for Y is no longer a compelling startup pitch. Instead share why this a market problem and why I should care. Try to reach potential customers who share the same problem you’re trying to tackle, understand their perspective, gather input, and let the only personal ask you make be if can share their story as a real world example. Let this be the basis of your customer relationships.

Lastly, stretch dollars you do have. Don’t have your first customers be Cost Per Install and don’t buy giveaway things like stickers or t-shirts. Instead use free trial promotion codes of Google AdWords, twitter ads, and facebook credits to test audience campaigns. Call in all personal favors, trade services for promotion, and write guest blog posts. Save your PR budget for a later stage. Instead organize your outreach with spreadsheets. Compiling a list of 200+ bloggers, influencers, and target organizations that are in your product space is not the quickest task, but it is effective in gainly early mentions.

Go forth, kill it with kindness and prove it with analytics.

Ben Roodman

Benjamin Roodman
Senior Contributing Editor
Benjamin Roodman is an advocate for getting to the truth of what converts in mobile. Well versed in mobile advertising platforms with a notable aptitude and passion for analytics, he's currently putting deals together as head of partnerships at a mobile data startup. Benjamin has previously held Business Development positions at AOL Advertising and helped establish several funded location-based consumer startups.
Follow me on twitter @BRoodman

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