In August 2020, about 111,000 new apps were added to Google Play Store alone!
To put the fierce competition on the app market in perspective with its size, let’s dwell on the fact that during the course of 2020 global app downloads hit 130 billion.
In this article, we will learn how to market an app by discussing 5 highly-effective marketing strategies to better position your app and boost its visibility.
We will also touch upon:
Let’s get right to it!
Before looking into how to market an app and before we review the best platforms for app marketing, let us briefly touch upon a few reappearing challenges with app marketing and assess their solutions.
From app store optimization to endorsing influencers, these app marketing strategies are sure to boost your app’s visibility and the total number of downloads.
App Store Optimization (ASO) is for mobile apps what Search Engine Optimization is for websites.
App market is oversaturated and projected to grow at a rate of 18.5% between 2019 and 2026.
ASO is the most effective app marketing strategy that can help your app be more discoverable and is an effective way of reaching prospective users on App Store and Google Play.
Some of the benefits of ASO are
The following factors affect ASO the most and are an integral part of mobile app marketing best practices:
Social media is unavoidable as a mobile app marketing strategy. It allows for targeting potential users by specific interests and various demographics.
If you do your target audience and market research right, you can have a very good idea what kind of users to target on social media - and make sure they are the only ones who see and click on your ads, to minimize advertising cost and boost app downloads.
There are two ways you can use social media for app marketing purposes:
In the age of social media, most business managers make the mistake of believing that official websites are redundant and obsolete. This is wrong for many reasons.
Having a website for your business - and that can also be a promotion of your app - is still very important as it provides these benefits:
Having a pre-launch website for your app is great for building domain authority, which is also a good SEO practice.
A website might act as a pre-launch landing page for the app - ideally, with a video that can be re-used by placing it in the app store and on social platforms.
A website with a call-to-action that entices visitors to leave their emails can be useful for letting them know about your app launch, updates, new features and incoming positive reviews.
Using press releases and guest blogging are two great ways to market your app’s release and create buzz and the authority’s credibility around it.
Press releases such as interviews with relevant media and tech bloggers and guest blogging build an audience.
You can post on a variety of blogs when it comes to marketing your mobile app, such as ones related to your target audience’s niche and blogs about mobile devices - any whose audience would be most likely to download an app.
Since you shouldn’t use guest blogging to self-promote your business and app, it is advisable to write guest blog posts in a way to steer the topic towards the finale in which you mention your mobile app.
The reader would be ready to check it out by that point, so make sure you link to app pages on your website, Google Play, App Store, iTunes or any other vendor where your app exists.
Research shows that eight out of ten consumers make a purchase after they see a recommendation by an influencer.
With that in mind, think about any possible connections in the tech world within your niche you can reach out to or any industry-specific influencer you can contact that would be interested in reviewing your app.
A powerful way to promote your app would be through their blogs and social media channels where droves of new, unexplored potential users await.
It is important, however, that these influencers align with your app’s target audience to be sure you will actually gain and retain new users.
Also, your pitch to them should be professional and concise and contain a link to your press kit and app landing pages so they have access to all the information they would need for writing an article or a post about your app.
The online platforms that follow contain plenty of functionalities for app marketing and keeping track of your app’s performance. They are all suited for apps of any niche and size.
Betalist is an app marketing platform that is ideal for startups and small businesses that wish to get noticed in a sea of well-established competition.
This platforms most useful features for mobile app marketers are:
Its community members can find apps according to specific markets and categories, such as Entertainment, Accounting, Email and others, and by browsing the home page for popular and newly added products.
A platform for sharing and discovering new apps and other types of tech products, with new ones added daily.
Product Hunt makes a large number of individual developers and startups available, as well as:
Product Hunt really works as a big market for app developers and marketers to display their products in the most immediate fashion to this platform’s growing community.
A visitor analytics tool that is great for marketing consumer tech such as mobile apps. They provide actionable insights through a very user-friendly interface and analytics services of great capacity.
MixPanel’s marketing features include
This app marketing platform also lets users get data on any metric or user behavior, get reports on strange spikes in any metric and create simple funnels from any app event.
As a Google service, Firebase favors Android apps, but this unified mobile development platform contains marketing and analytics features that you can use to grow your app.
While being a little more technical at its core than the rest of the entries on this list, it does contain useful functionalities such as
Also, Firebase can create custom app events for tracking user actions, demographic reports, attribution reports for establishing which ad campaigns perform best and bring the most valuable users.
It also contains behavioral reports that let marketers know how users utilize their app.
Heap is a very useful platform for app marketers and developers because it records all actions users take in web and iOS apps and captures all interactions they have with the app.
Some of its most distinctive marketing features are
Moreover, Heap lets you capture data by tracking clicks, tap, page views and more. It lets you create graphs and charts for any metric or event to keep track of app’s performance over longer periods.
To truly make most of your mobile app marketing tactics and provide maximum discoverability to your app, consider taking these additional steps. They might make all the difference between you and your competitors.
Google and, in particular, Apple have both very strict app review processes that may slow down your app’s release or, worse, provide an even bigger hurdle in case your app is rejected.
It is, therefore, very important to create a very detailed release schedule - as far in advance as possible - that will give you adequate time and space for maneuvers in case something doesn’t go as planned.
An important thing to bear in mind when scheduling your app’s release date are potential bigger events in your app’s niche that may overshadow your app launch. This may impact the total reach of your customers very badly.
To cushion this blow, make sure you release your app when there are no such highly competitive events on the horizon.
Consider creating a list of your top competitors and their general traits, such as the price of their app, monetization model, UX characteristics, reviews, store ratings - and, of course, their app marketing tactics.
Identify their weak points and make sure your app product - or app marketing strategy - doesn’t repeat them.
Think hard in terms of what makes your app stand out from your competitors and focus your app marketing strategy on these advantages.
A user persona is an archetypal depiction of your entire target audience’s main characteristics as a fictive ideal customer.
User personas contain the most common traits found in your target audience, such as educational background, preferences and interests, mobile device brand usage, age, location, gender and other identifiers.
Defining a user persona is a vital part of any marketing effort, especially at the brand awareness stage. This defines not only who your average user is, but what their value is and what are their pain points that your app can solve.
User personas are the basis of every user journey. Knowing them can help you fine-tune every aspect of your marketing strategy and conversion funnel, as well as your app’s content, functionality, features and platform choice.
Defining your user persona will help you coordinate app development and marketing decisions and answer these questions that will drive your marketing strategy:
No matter what your app’s niche may be, starting a blog way ahead of app’s launch is a masterful mobile app marketing strategy.
Content marketing - specifically, blogging - establishes you as an authority in your field, provided that you come up with relevant, well-written posts backed by facts.
Sprinkling these blog articles with information on your upcoming app and the ways it can help the readers will create a stir with your audience who may already be compelled to download it when it’s out.
You can write blog posts that focus on the app’s features and functionalities, as long as your blog content focuses on your audience’s pain points and ways you can help soothe them.
Some of the benefits of blogging as an app marketing strategy are:
App developers and marketers should take marketing efforts very seriously.
When thinking about how to market an app successfully, you should:
This can provide great benefits, such as