Once your mobile application is ready, your next step is to market it to your target audience so that in the cluttered marketplace, your app is able to grab their attention. There are tons of apps on app stores with more than 30,000 new ones added to the iTunes store every month. As of March 2017, the Android play store was ranked as the largest app store with 2.8 million apps. The Apple store followed closely behind on number two with 2.2 million apps.
These whooping figures set up the need for a comprehensive marketing strategy that brings your application into the audience’s consideration. App downloads are on the rise. Not only is the use of smartphones is swelling but the time spent on apps is also climbing.
In 2016, the number of app downloads was marked at 149.3 billion. Statista expects these numbers to balloon to 352.9 billion downloads by 2021. To ensure that your app is within these numbers, you need to devise a marketing plan that covers both the pre-launch and post-launch phases.
Here is a look at some tried-and-tested marketing techniques that can help a newbie bring his mobile app into the limelight:
1. Research keywords
Keyword research is part of the pre-launch part of an app’s marketing. The first step to this commences with thorough research of the keyword. The keyword that you select serves as the root that anchors your application in the app store. You need this root to be strong so that it makes good space for your mobile app and helps rank it better in the app store.
For example, the keyword for sudoku game app is “sodoku.” However, the keyword may not be as simple as this for other applications. To this end, you can always use keyword tools like AppCodes.
2. Choose your app’s name wisely
This is another crucial marketing move that you need to take as a newbie in mobile app marketing. The name of your app plays a significant role in app store optimization, so it deserves particular attention.
Make sure that the keyword that you researched is used in your app’s name. You can learn this lesson from app names such as musical.ly, Job Search, and the like. Be subtle in your approach of using the keyword in the app name. Otherwise, your application’s name will give off a spammy impression.
3. Optimize your app
An important aspect of marketing your app is working on its app store optimization (ASO). The foundation of ASO is keyword research. The following steps entail inserting the keyword tactfully into your app’s metadata elements. These include the reviews, rating, description, and screenshots.
Most application developers fail to recognize the significance of ASO, which means you can easily use it to your advantages. The Internet has abundant sources to help you out with the optimization process. You can also seek help from ASO tools such as AppTweak.
4. Select the best category for your app
Selecting the right place for your mobile application also requires you to be wise. This is because the categories aren’t created equal and have varying competitors. For instance, the social category boasts the potential of being ranked in the top chart of app stores. However, achieving that position is a tough nut to crack because the field is filled with fierce competition from apps like Facebook.
On the other hand, there are have higher chances of being ranked well in the lifestyle category. Simply put, your app has a higher chance of being downloaded amidst apps like drink recipes than among social app giants like Tumblr, Twitter, and more.
5. Create an eye-catchy icon
The icon that you design for your application has to be creative so that it attracts the viewers. It plays a tremendous role in leaving a positive first impression on your viewers. Research indicates that an excellent first encounter enhances conversion by 35%.
It works in three ways. Firstly, it increases the final install rates. Secondly, it amps up explore rates. Lastly, it convinces more explorers to download your app. Surprisingly, Apple does not even allow an app on its store unless it thinks that the icon is well-designed and syncs with their overall look. On a side note, screenshots that showcase your app in action and its best features encourage downloads too
6. Enhance your online presence
Social media serves as an excellent weapon for marketing in the present times. Your app marketing strategy is incomplete without including social media in its fold. Ensure that you set up a page for your app on all major social media channels. These include Twitter, Facebook, and Instagram to begin with. Keep your social profile updated with excellent content.
Invest in creating good content, as that holds the key to your audience’s attention. A pro tip is to respond to your followers. This shows that you care about their opinion, which is helpful in running social media accounts for your mobile app. Don’t forget to personalize your pages. You can also build a website for your app that provides centralized info and updates concerning the application in its blog. A case in point is Kayak, a travel app, which has an active blog.
7. Get in touch with app review sites and influencers
Numerous people learn about apps from app review sites. In fact, research has uncovered that online reviews have a 67.7% impact on purchasing decisions. For instance, application developers like AirG attract reviews. These positive AirG app reviews are useful in spreading the word of the service. Therefore, identify the blogs that post app reviews and pitch your mobile application to them.
Influencer marketing is another useful trick in the mobile app marketing field. A study reveals that 70% of the millennials are impacted by suggestions put forward by social media influencers. Therefore, reach out to the influencers and nurture relationships with them so that they promote your app.
Take home message
Mobile app marketing is an extensive field. The ideal strategy for your mobile app taps into the potential of social media, influencer marketing, and reviews for attracting an audience. Work out your plan before the app’s launch. Start with researching the keywords carefully, selecting a name wisely, and employing ASO techniques to rank your app higher on app stores. You can also try paid campaigns.