Let’s face it: even with the return-to-local movement, people still sometimes prefer established companies. Whether they should is up for debate, but the perception held by certain consumers that, “Big companies produce better products” is something every app developer should consider when marketing.
To that end, the following five tips are strategies that may help newer developers avoid losing downloads from users who aren’t comfortable using a product from an unknown company. Implement them, and your app will get a credibility boost instead of paying a “startup tax.”
1. Court the press
If a user Googles your app company, and the only hits they get are your company’s website and your listing in an app marketplace, your presence is too thin. To help get the ball rolling, prepare a simple press release and distribute it using a common outlet like PR Newswire. Then, reach out to Internet bloggers or other journalist who may be interested in a writeup about your app.
The important thing will be to have some kind of hook that makes your app worthy of a post. Anything innovative or otherwise interesting about your app (or your company’s story) may work. Then, once you’ve gotten a few reviews or articles published, searches for your app will look a lot more robust.
Press, even small press, can help your app company look bigger. Press will also help your app gain traction with users and the app industry in general, so your efforts can show returns in several ways, if they pay off.
2. Have a good-looking website
You don’t need to push any boundaries of design, here. You just need to make sure that when someone visits your site, they think,
“Wow. So clean, smooth, and easy to use! And the information I need is right here. I’m sold.”
instead of:
“Uh … what country are these guys from? Is this thing going to give me a virus? I can’t even figure out what the features are … I’m out of here.”
The point is – avoid clutter and awkward design. The main keys are:
• Description. A simple description of your app should appear right up front.
• Features and Benefits. A few of the most important features and benefits should not be far behind.
• Video. Consider including a simple one-minute demo or explanation video.
• Reviews. Include a couple of reviews or testimonials.
• Download. Ask for a download and make the button easy to see. If your app is free, say so.
The rest of the information you want to share can come on other pages. Take a look at Evernote’s site for a good example of how to implement these tips well. (Tell me you don’t want to download that app!)
3. Hide personal stuff
Whatever you do, don’t use Gmail addresses, personal cell phones, or other information that screams, “Sole proprietor.” Even if you have to use shared staffing solutions, it may be worth it to project the image of a substantial organization, as opposed to a shoestring startup.
In addition, if you make it easy and painless to ask questions about the app and get support, your reviews will be much stronger than if your “customer support department“ is one guy who just refers people to a FAQ page and disappears.
4. Talk about big projects you’ve worked on
If your team is cobbled together from developers who work full-time jobs for big companies, that’s a plus. In your website’s “About Us” section or in your app marketplace listing, reference other big companies and blue-chip market sectors your team has worked for. If members of your team have had a hand in notable projects, include that as well. These things will go a long way toward bolstering your company’s credentials and credibility.
5. Show logos of big companies
If you’ve created apps for any big companies, or runs with support of leading partners, say so! Nothing inaccurate should be said, but to the extent you can incorporate familiar logos and company names into your project honestly, you should. There’s no shame in leaning on successful partners or customers as a way of demonstrating legitimacy.
You may be small today, but sometimes you just have to fake it ‘til you make it. Good luck!
