App marketing basics: ideas for app promotion

App statistics

The competition in the web and especially mobile app market is fierce. According to Statista , in the second quarter of 2020, there were staggering 2.7 million apps on Google Play, 1.82 million available for download on the Apple App Store, and 450,000 on Amazon Appstore. Apparently, some of the low-quality apps are constantly removed by these platforms, but the overall number will be only growing in the foreseeable future. There are a few models of revenue generation for applications: pay per download, paid premium features and selling ad space. The average app price is slightly over a dollar in the App Store. In the third quarter of 2020, consumers all over the world spent $ 19 billion on mobile apps there, so this provider outperformed Google Play with its 10.3 billion revenue. On average, people are using more than 30 apps on their smartphone per month, which constitutes from 30 to 50 % of the apps they have installed. The rest are gathering dust like uncomfortable clothes you get but wear only once.

What is app marketing?

With this huge variety of options, market success is only possible if you present your product as a great source of fun, a life-changing tool, or a potential it faster and more seamlessly than the competition. Fun, as the statistics below show, and a positive distraction is what people need most now.

We have already written about the Discovery Phase as a great way to make sure your product will be commercially viable even before the development process starts.

App marketing encompasses a variety of activities aimed at increasing the number of downloads, engaging new users and retaining those who have already downloaded the software.  In this article, we will look at basic ways to promote your amazing app once it is ready to conquer the world.

Most popular Apple App Store categories in August 2020, by share of available apps (Statista)

1. App store optimization

Most apps (63% according to the research company Forrester) are found through searching in an app store, not with a web browser. The aim of ASO is to get high ranking to ensure the software visibility for your target audience. Overall, it is based on the same principles as SEO. According to Neil Patel, you should start by identifying what language your target audience can use for searching and including the relevant intent-related keywords into the app title and description. As the number of characters is limited, make sure the title contains the essence of what your app does, and the description reveals what useful features it has. The following factors also matter for successful ASO, although some cannot be fully controlled:

• Keyword metadata
• Subtitle
• User reviews and ratings (people often search in the “most popular” or “top rated” category)
• Clear and informative screenshots
• Number of downloads
• User retention rate

Clear and informative screenshots and demo videos work well for convincing users to download the app, increasing conversion.

Importance of keyword optimization for ASO

Keyword optimization is a critical App Store Optimization (ASO) component that significantly impacts your app’s visibility and download rates. Keywords are the terms and phrases that potential users type into the search bar when looking for apps. By strategically selecting and optimizing these keywords, you can improve your app’s ranking in search results, making it more discoverable to users.

To effectively optimize keywords, focus on three main aspects: keyword relevance, search relevance, and keyword density. Keyword relevance ensures that your chosen keywords are closely related to your app’s core features and functionalities. This alignment helps attract users who are genuinely interested in what your app offers. Search relevance involves selecting keywords that users frequently search for. Tools like Google Keyword Planner or App Annie can help identify high-traffic keywords relevant to your app. Keyword density refers to the frequency of your chosen keywords within your app’s title, description, and metadata. However, it’s essential to maintain a natural flow and avoid keyword stuffing, which can negatively impact user experience and app store rankings.

Localization as a strategy for ASO

Localization is another powerful strategy for ASO that involves adapting your app store listing to different languages and regions. By localizing your app’s title, description, keywords, and even screenshots, you can reach a broader audience and improve your app’s visibility in various markets. Localization not only makes your app more accessible to non-English speaking users but also enhances user experience by providing content that resonates with local cultures and preferences.

To implement localization effectively, identify the key markets you want to target. Use tools like Sensor Tower or App Annie to analyze market trends and user behavior in different regions. Once you’ve identified your target markets, translate your app store listing into the local languages. It’s crucial to work with native speakers or professional translation services to ensure accuracy and cultural relevance. Additionally, consider localizing your app’s in-app content and customer support to provide a seamless experience for users in different regions.

Using Analytics Tools for Monitoring ASO Performance

Monitoring and analyzing your ASO performance is essential for continuous optimization. Analytics tools provide valuable insights into how users interact with your app store listing and help identify areas for improvement. By tracking key metrics such as keyword rankings, conversion rates, and user engagement, you can make data-driven decisions to enhance your ASO strategy.

Several analytics tools can help you monitor your ASO performance, including App Annie, Sensor Tower, and Mobile Action. These tools offer features like keyword tracking, competitor analysis, and performance reports. Regularly reviewing these metrics allows you to identify trends, measure the effectiveness of your ASO efforts, and make necessary adjustments. For example, if you notice a decline in keyword rankings, you can experiment with different keywords or optimize your app’s metadata to improve visibility.

In summary, effective ASO involves a combination of keyword optimization, localization, and continuous monitoring using analytics tools. Implementing these strategies can improve your app’s visibility, attract more users, and ultimately increase downloads.

2. User feedback

Positive reviews are often a decisive factor and improve the product credibility and consequently your app store rating. Ask your clients to provide feedback and evaluate their experience. And it should be a no brainer, without prior registration, etc. Turn-key plugins within your app will make it effortless. Make sure pop-up windows offering to give a star rating and a review appear at the right time and don’t interrupt the normal user flow. The rule of thumb to win the client’s heart is to provide exceptional service. Integrating a chatbot or an instant messaging tool into your app to address any issues immediately and adding the “Send an email” button is very likely to pay off. To encourage feedback on social media and review sites like Capterra, you can run contests and giveaways. Also, respond to criticism and express gratitude for praise – it is the sign of respect.

Enhancing User Feedback Mechanisms

Improving user feedback mechanisms is crucial for building trust and credibility and attracting new users. Effective feedback mechanisms allow you to gather valuable insights from users, helping you identify areas for improvement and enhance the overall user experience. Start by creating multiple channels for users to provide feedback, such as in-app surveys, feedback forms, and social media platforms.

Implement a feedback loop where you actively listen to user suggestions and make necessary adjustments. Regularly update users on the changes made based on their feedback, showing that you value their input. Additionally,  a/b testing should be integrated to experiment with different features and gather user preferences. This data-driven approach helps you make informed decisions and continuously improve your app.

Strategies for Encouraging Positive Reviews

Positive reviews play a significant role in boosting your app’s credibility and attracting more downloads. To encourage users to leave positive reviews, focus on providing an exceptional user experience. Ensure that your app is user-friendly, reliable, and offers valuable features. Prompt users to leave reviews at strategic moments, such as after completing a task or achieving a milestone within the app.

Use in-app requests for reviews to make the process seamless and convenient. Offer incentives, such as discounts or exclusive content, to motivate users to leave positive feedback. Additionally, engage with users who leave reviews by responding sincerely and addressing concerns. This interaction shows that you care about their experience and can turn negative feedback into positive word-of-mouth.

Building a Community for User Engagement

Creating a community around your app fosters user engagement and loyalty, leading to more user-generated reviews and higher ratings. Start by establishing a community or feedback channel where users can share their experiences, ask questions, and connect with other users. This can be done through social media groups, forums, or in-app chat features.

Encourage users to participate in discussions and share their insights. Host events like webinars or live Q&A sessions to engage with your community and gather feedback. Regularly roll out new updates based on user suggestions to keep the community active and involved. Building a strong community creates a sense of belonging and trust, which translates into more positive reviews and higher user retention.

3. Website or landing page

It doesn’t have to be a fully-fledged one – a landing page can also do a good job raising your app awareness and building brand identity. What can you place there? Testimonials, articles and videos on new features and updates, blog with useful content related to your business area. Start a marketing campaign even before your product is released, so consider starting a blog a few months prior.  As general browsing is still a popular way to discover apps, you can start building your domain authority, optimizing it for search engines, and generating leads for your product. If a website is not an option right now, you may publish content to promote your app on such platforms as Medium, which will also drive traffic.

SEO Techniques for Website Optimization Related to App Promotion

Search Engine Optimization (SEO) is essential for enhancing the online visibility of your app and driving organic traffic to your app’s landing page or website. Effective SEO strategies can help your app rank higher in search engine results, making it easier for potential users to discover and download your app. Start by conducting thorough keyword research to identify the terms and phrases your target audience will likely use when searching for similar apps. Tools like Google Keyword Planner, SEMrush, and Ahrefs can help you find high-traffic keywords relevant to your app.

Optimize your website content by incorporating these keywords naturally into your titles, headings, meta descriptions, and body text. Ensure your content is informative, engaging, and valuable to your visitors. High-quality content improves your SEO and enhances user experience, increasing the likelihood of conversions. Additionally, build high-quality backlinks from reputable websites to boost your site’s authority and search engine rankings.

Technical SEO Aspects: Mobile Responsiveness and Secure Browsing

Technical SEO is crucial for ensuring that your website or app landing page is optimized for search engines, which can significantly affect your app’s visibility and credibility. Mobile responsiveness is a key aspect of technical SEO, as a large portion of web traffic comes from mobile devices. Ensure your website is fully responsive and adapts seamlessly to different screen sizes and devices. Use tools like Google’s Mobile-Friendly Test to check your site’s mobile responsiveness and make necessary adjustments.

Secure browsing is another important factor in technical SEO. Implement HTTPS to encrypt data and provide a secure browsing experience for your users. Search engines prioritize secure websites, and users are more likely to trust and engage with a site that protects their data. Regularly update your website’s security features and monitor for vulnerabilities to maintain a safe environment for your visitors.

Leveraging Existing Websites and Landing Pages for App Promotion

Utilizing existing websites and landing pages can effectively promote your app and enhance its visibility. If you already have a website with substantial traffic, integrate app promotion into your content. Create dedicated landing pages that highlight your app’s features, benefits, and download links. Use compelling visuals, testimonials, and clear calls to action to encourage visitors to download your app.

Optimize these landing pages for SEO by incorporating relevant keywords, meta descriptions, and high-quality content. Promote your app through blog posts, articles, and social media updates on your existing website. This approach leverages your current web assets to drive traffic and increase app downloads.

4. Guest posts and forums

Take a proactive approach: find trusted blogs in your business area and try to get the content published. This is also a good way to get backlinks for your website and improve SEO ranking. Leaving comments – opinions and valuable insights – under relevant blog articles is how you can also get noticed. Participating in discussions and answering questions linked to your industry on forums will also increase brand visibility. For instance, Quora is a great Q&A platform with more than 300 million users.

5. Social media presence

Social media may be a fertile source of publicity for your product. First thing, make sure you integrate social features into your app so users can like, share, and review your product. Define what your potential users might be interested in, and develop unique and useful content for SM platforms they prefer – Facebook, LinkedIn, Instagram, Twitter, YouTube, Ticktock, etc. The tone of voice – the presentation and the impression of your brand matters and should be consistent with your product. Using popular hashtags can also enhance user engagement. To find powerful and successful ones, you can utilize generators, such as All Hashtag and Photerloo. And finally, Facebook & LinkedIn groups offer growth potential for your app fanbase – you just need the right audience and communicate the value of your product to them.

Organic Social Media Marketing Strategies

Organic social media marketing involves building an audience, engaging meaningfully, and creating content that resonates with your followers. Start by identifying the social media platforms where your target audience is most active. Create profiles on these platforms and consistently post content that showcases your app’s features, benefits, and updates. Use a mix of content types to keep your audience engaged, including images, videos, infographics, and user-generated content.

Engage with your followers by responding to comments, messages, and mentions. Host live Q&A sessions, polls, and contests to encourage interaction and build a community around your app. Share user testimonials and success stories to build trust and credibility. Regularly analyze your social media metrics, such as engagement rates, follower growth, and content performance, to refine your strategies and improve your results.

Paid Social Media Advertising Strategies

Paid social media advertising is a crucial component of marketing that can significantly boost your app’s visibility and downloads. Start by defining your target audience based on demographics, interests, and behaviors. Use the advanced targeting options on platforms like Facebook, Instagram, Twitter, and LinkedIn to reach your ideal users.

Experiment with different ad formats like image, video, carousel, and sponsored posts to see what resonates best with your audience. Create compelling ad copy and visuals highlighting your app’s unique selling proposition (USP) and including clear calls to action. Monitor the performance of your ads using metrics like click-through rates, conversion rates, and return on ad spend (ROAS). Adjust your targeting and ad creatives based on these insights to optimize your campaigns.

A/B Testing for Social Media Ads

A/B testing is vital in optimizing social media ad campaigns to ensure maximum effectiveness. By testing different variations of your ads, you can identify which elements perform best and make data-driven decisions to improve your campaigns. Start by creating two or more versions of your ad with variations in elements such as headlines, images, ad copy, and calls to action.

Run these variations simultaneously and monitor their performance using key metrics. Analyze the results to determine which version generates the highest engagement and conversions. Use these insights to refine your ad creatives and targeting strategies. Regularly conduct A/B tests to optimize your social media advertising efforts and achieve better results.

6. Referrals

Almost half of consumers in the US learned about a brand from their friends and family – people who they trust. If your app sparks joy and simplifies users’ life, they will gladly spread the news about it to their inner circle and colleagues. However, a little incentive will considerably accelerate the process. Adding a “Refer a friend” button and integrating services that allow sending the app download link through text messages and messengers like WhatsApp will make it easy for people to recommend a product and get a reward, for instance, access to free premium features, discounts, etc. It’s a win-win approach that makes existing users your loyal advocates and helps to exponentially grow user base.

Cross-promotion strategies with Other Apps or Businesses

Cross-promotion is a cost-effective strategy that involves partnering with other apps or businesses to mutually promote each other’s offerings. This approach allows you to leverage the user base of your partners, thereby expanding your reach and increasing downloads. To implement cross-promotion effectively, identify potential partners whose audience aligns with your target market. Look for apps or businesses that complement your app’s functionality or cater to similar user interests.

Once you’ve identified suitable partners, collaborate to create joint promotional campaigns. These can include in-app ads, social media shoutouts, email campaigns, and guest posts. For example, you can feature your partner’s app in your app’s interface, and they can do the same for you. This mutual promotion helps both parties gain exposure to new users. Additionally, consider offering shared incentives, such as discounts or exclusive content, to encourage users to try both apps.

Examples of Successful Partnerships in App Promotion

Providing concrete examples of successful partnerships can illustrate the potential benefits and methods of cross-promotion. One notable example is the partnership between the fitness app MyFitnessPal and the wearable device company Fitbit. By integrating their services, both companies were able to offer a seamless user experience that combined fitness tracking with nutritional guidance. This collaboration not only enhanced user engagement but also expanded their user base.

Another example is the partnership between ride-sharing app Uber and music streaming service Spotify. Uber allowed passengers to control the music during their ride using Spotify, creating a unique and personalized experience. This partnership helped both companies attract new users and increase brand loyalty.

Role of Joint Marketing Campaigns in Partnerships

Joint marketing campaigns can amplify the reach and effectiveness of promotional efforts by combining resources and audiences. These campaigns can include co-branded content, social media collaborations, and joint events. For instance, you can host a webinar or live stream with your partner to showcase both apps and engage with users in real time. Joint campaigns can also involve cross-promotional contests or giveaways, where users can win prizes by engaging with both apps.

Establish clear goals and metrics to measure performance and execute joint marketing campaigns successfully. Regularly communicate with your partner to ensure alignment and track progress. Combining efforts can create a more impactful promotional strategy that benefits both parties.

7. Loyalty Programs

Loyalty programs are designed to retain users and encourage ongoing engagement by rewarding them for continued app use. To create a comprehensive loyalty program, identify the key actions you want to incentivize, such as frequent app usage, in-app purchases, or social sharing. Offer valuable and relevant rewards to your users, such as exclusive content, premium features, or virtual rewards.

Regularly update your loyalty program with new rewards and challenges to keep users engaged. Communicate the loyalty program’s benefits through in-app messages, email campaigns, and social media. Recognizing and rewarding loyal users can increase retention and foster community around your app.

Role of Incentives in Referral and Loyalty Programs

Incentives are a key driver for referral and loyalty programs, motivating users to participate and engage with your app. To effectively use incentives, ensure that they are appealing and attainable. For referral programs, offer rewards that benefit both the referrer and the new user, creating a win-win situation. For loyalty programs, provide a variety of rewards to cater to different user preferences and encourage diverse engagement.

Communicate the availability and benefits of incentives clearly to your users. Use push notifications, in-app messages, and email campaigns to remind users of the rewards they can earn. Using incentives, you can boost user acquisition, retention, and overall engagement.

8. Public Relations and Media Outreach

Crafting Impactful Press Releases

Press releases are a fundamental PR tool for app promotion, helping you capture media attention and increase visibility. To craft impactful press releases, create a compelling headline that grabs attention and communicates the news. The body of the press release should provide detailed information about your app, including its features, benefits, and any recent updates or achievements.

Include quotes from key stakeholders, such as the app’s developers or satisfied users, to add credibility and human interest. Provide high-quality images, screenshots, and videos to enhance the press release and make it more appealing to journalists. To maximize coverage, distribute the press release to relevant media outlets, industry publications, and app review sites.

Strategic Media Outreach

Effective media outreach involves building relationships with journalists and bloggers who cover your app’s niche. Start by researching media professionals who have previously written about similar apps or topics. Reach out to them with personalized pitches that highlight the unique aspects of your app and why it would be of interest to their audience.

Offer exclusive access to your app, interviews with the development team, or early previews of upcoming features to entice media coverage. Regularly update your media contacts with newsworthy information about your app, such as major updates, user milestones, or industry awards. Building strong media relationships can lead to ongoing coverage and increased visibility for your app.

Importance of a Comprehensive PR Kit

A well-prepared PR kit is essential for successful media interactions. Your PR kit should include a detailed press release, high-resolution images, app screenshots, a fact sheet with key information about your app, and contact details for media inquiries. Additionally, please provide a brief company overview and bios of key team members so journalists can get a complete picture of your app and its creators.

Make your PR kit accessible on your website or through a dedicated media page. This ensures journalists can quickly find the information they need to write about your app. A comprehensive PR kit enhances your chances of gaining media coverage and helps establish your app’s credibility and visibility.

Conclusion

The most important channels of app promotion are word of mouth recommendations of the users, social media, and app store search. Therefore, it is crucial to choose the right ASO strategy, establish a SM presence, and most importantly, know your Users and create fuss-free and fun experience that will keep people talking about your app.