My app is published. What’s next?

Many business owners don’t realize that the work continues after an app is launched. These four practices help your app succeed, at launch and over time.

1. Revisit your launch checklist

Both Apple and Google publish detailed requirements. Beyond a fully working app, check:

• Countries. Is your app useful worldwide or only in certain countries? Consider publishing only where your market is.
• Content rating. If any content is for mature audiences, set the right rating in your Publishing Information.
• Local laws. You’re responsible for making sure your app complies with the laws of every country where it’s available.

2. Promote your app

Make your landing page clear. Once the app is live, update your website to say so, with App Store and Google Play badges linking to it.

Use traditional marketing. Mention your app in print ads, catalogs, brochures and even your email signature.

Use social media, but don’t rely on it. Organic posts reach only a small share of your followers and disappear from feeds quickly, so combine social with other channels.

Keep promoting after launch. Write about your app on your blog, keep the store badges visible on your website and mention it regularly on social media. Adding new content and features gives you a steady reason to promote it.

3. Plan for maintenance

We maintain the platform behind the scenes, but sometimes your app needs to be resubmitted to stay up to date. Plan for:

• Major operating system updates (Apple and Google release one each year)
• Feature requests from your users
• Bug fixes

Your users use the app more than you do, so make it easy for them to report bugs and suggest features.

4. Analyze

App statistics show more than popularity. They tell you about your audience, which guides how you improve your app.

Promote, maintain, analyze, repeat. None of these are one-off tasks. Neglect one, and you may have to start your mobile strategy over.