There are many different ways to promote an app. The article briefly explains the ways and best practices.
Content marketing can work wonders, but the results won’t be immediately apparent because you may be tracking them at least six months later.
The sooner you start blogging, the better. Even before it’s published, you should have a website with a news section, social media links, and a media kit.
Once it’s published, all that’s left to do is add links to app stores on your website. Try different platforms to promote an app: over time, they will become a powerful source of traffic.
What should you pack them with? The development process is the most obvious source of content at the beginning of your journey.
Enjoy going behind the scenes while your team, sharing the workflow, instills customer trust and instills a sense of brand identity. If you are unable to create a lot of content, consider how to customize it for different platforms. For example just like Kitchen Stories on Youtube, Facebook and Instagram.
- Don’t just focus on the product; build a reputation. For example, Flo publishes instructional videos on his Youtube channel.
- Include users. Braindom’s Puzzle Instagram is a great example. Users often solve puzzles and discuss the correct answers.
- Use UGC (User Generated Content). The braindom attracts users to create content the easy way – they run a logo contest. Another example is iNaturalist, which tweets users’ observations of the day.
- Find out what content other app developers are creating. Which formats could you borrow? Study your competitors to understand how to stand out.
Improve your SEO
Since you are posting content online, you need to make sure that people can find you. It’s all about SEO. If you don’t know anything about it, take a look at SEO Basics first. Here are the minimums for internal website optimization:
- Remove automatically created duplicate pages.
- Arrange meta tags, heading tags, and alt subtitles correctly for images.
- Make a sitemap.
- Master microformats.
- Make sure your website is fast.
When you’re done with the internal optimization move on to the external – get as many links to your site from other sites as possible. It’s about PR – see the details below.
Your website should have a comprehensive media kit that will make it easy for you to understand what your app is about. Think of it as a resume for your idea.
Briefly describe your app and its key features, post logos, icons and screenshots in an easy-to-download form, provide links to social media, a promotional video and key contacts.
With a media kit in hand, it’s easier to communicate with the media. Here you can read how to get a rating for your app. I have collected more than forty publications and youtube channels that create reviews. Don’t limit yourself to cellular industry media – look for media that is appropriate for your target audience. Did you make a handy pedometer? You need a hit on a selection from a sports magazine or a fitness blogger rating to promote your app.
Don’t neglect podcasts as analysis shows that podcast ads are getting more and more effective. If you don’t have any budget for advertising at all, you can join the podcast as a speaker. You need some stories and expertise. At the same time, many small but promising channels appear every day.
In the early stages, their advertising will be affordable. In addition, such podcasts are a long-term source of traffic. New listeners will return to previous recordings and follow the links (the main thing is to agree on a link in the description before accessing it).
Word of mouth and viral content
Users should be able to share your app with their friends from the inside. The more channels you offer, the better: social media, all kinds of instant messengers, and email.
Pick the right time to ask your users if they’d like to approve your app’s promotion. It shouldn’t be too early for users to appreciate the app’s merits, and it shouldn’t be too late for them to lose interest. Most importantly, your call to action doesn’t get in the way of operations.
The Nike Run Club app is a good example. Not only can you use it to share your routes on social media, but you can also customize your future post. Another example is the Calm Meditation app.
After the session, you will be offered a quote of the day to share with your friends. Users share more meaningful content that reflects their values than just praise. Free reviews can be rewarded with a discount, access to an additional feature, or in some other way.
And a little bit about going viral. People are ready to actively share the content that evokes strong positive emotions (funny, entertaining, inspiring). Feel free to experiment and invent different formats. Maybe your Instagram mask will go viral?
Look for collaborations
A small budget is a reason to organize all kinds of collaborations to exchange an audience: from guest posts to joint broadcasts and webinars to offline operations.
For example, app clips do not require installation and can be accessed with a QR code, for example. This is a good reason to partner with a local bar or coffee shop. Think about how else you can go offline. Where are the people who need you
For example, you can search for an audience for a meditation app at book club meetings. However, it is better if you do it in a noisy business center dining room.
Start working on ASO (App Store Optimization)
Perhaps ASO is the cheapest way to advertise. It’s like SEO in the store world. ASO lets users find you among millions of other apps. Optimization is required to become more visible and convert views in installations. Pay attention to the text and visual elements.
Checkaso has guidelines for improving text ASO and graphics ASO. You can start by finding out your ASOindex, an indicator of the level of your app optimization. This requires a zero budget.
Consider being introduced
Once you’ve optimized your app for stores, consider getting featured: try getting into editorials on the App Store and Google Play. If you have a quality app this isn’t difficult. The main thing is to follow the business rules and get the editors to like your product.
The presentation seems to be every developer’s dream as you appear on the shop’s homepage completely free of charge. But there is a downside to being introduced.
A large surge in awareness of your app can reveal all of the bugs and flaws that can lead to a large drop, poor rating, and users to leave you. So, first of all, you need to check for the hundredth time that you are tech ready.
Try paid ads for your app
Many developers are scared of paid advertising and don’t know where to start. It’s annoying when you spend money but not get the results you want. This is especially bad when the budget is tight. Here are three basic beginner tips for promoting an app.
- Provide a minimum budget to test all channels. Allocate $ 100-150 per channel and see which channel is getting the most conversions during the week. That means installations, registrations or purchases – depending on what you need.
Which channels should you try? Facebook and Instagram have a single advertising account that allows you to set up a simple test campaign in half a day. It’s very easy to set up a campaign in Google Play and the App Store as any app developer can handle it.
Google Ads is a little more complicated to set up, but on average cheaper than other platforms. The price, however, depends a lot on the quality of the settings, subjects and more.
- Implement a tracking and attribution tool. This has to be done before the start, otherwise you won’t understand which channel brings how much conversion. Popular analysis tools are Appsflyer, Adjust, Kochava and Branch.
- Calculate everything and rely on your media plan. The analysis shows how much a single new user will cost you. Based on this data, you can create and stick to a media plan with clear costs.
Look for new ideas
Marketing requires creativity. By the way, the smaller the budget, the more creative you are. Where do you get new ideas for promoting an app from?
Good artists copy, great artists steal. Take a look around: What are your competitors and other developers doing? What’s new in the mobile world and how can you use it for promotional purposes? The following thematic summaries can help you to keep your finger on the pulse:
A budget app marketing checklist
- Create a website and social media accounts before posting.
- Do content marketing, try different platforms, engage users and use UGC.
- Do internal website SEO.
- Put a media kit on your website.
- Work on media reviews.
- Try different collaborations (both online and offline).
- Give users a timely reminder to share your app with friends.
- Do you work on ASO often?
- Prepare and apply to be featured.
- Test ad platforms on a shoestring budget and create a media plan.