App has become mainstream now and businesses of all scales are investing heavily in mobile app development. The challenge is however, to get mobile app installs. Due to the high competition for similar apps, it is hard to stand out among the sea of apps available to users on the app stores. While there are ways to pay for app installs, let us also look at ways to rank higher in the app store and drive organic app installs. Currently, there are 4 million apps on Google Play Store and Apple Store combined and every day thousands of new apps are coming up. Apps have made it very convenient for end users for a lot of things. However, to get a user to download is the initial hurdle. Here is a guide that talks about effective ways to market your new mobile app.
Optimise your app for app stores
The app store is a lot like the Google search engine, before you begin to receive users on your app – you need to ensure that it is presentable. This means that you need to ensure that:
- Keywords in app description is present. This will allow people to find you app in search results if they are using certain keywords related to your app. You can even keyword optimize the name of your app, instead of the actual name of your business.
- Improve presentation by fixing the app icon that is memorable to users and describe whatever functionality it offers. Its a great branding tool for app marketing.
- Continual update of your app to suit new models of phones and fixing app crash issues will ensure that your app appears on the top of search results and the app store promotes it for install over other apps in the same niche.
Create a Landing Page
It is almost a given that all apps need to have a blog or landing page dedicated to them. It serves two purposes, one it helps to drive new customers to your app install page. When people search in Google for apps with certain functionality and your blog turns up in search results, you can use it to redirect them to your app install page and convert into user install. Second purpose is one that allows users to gain more information about your app. The app store description is limited and marketers struggle to explain the true extent of features and advantages that their app can offer. You can even consider using a landing page with user testimonials and use cases for the app. For example a French men’s grooming site called Barbichette maintains their own blog which they use to write articles on men’s grooming. This site generates revenue through ads. In addition, on the sidebar of his blog, the author also promotes the availability of the blog content in their official app. So many users who prefer the convenience of receiving content via app notifications, install the Barbichette app. In return, it helps the author earn money through in-app ads or in-content affiliate links. The essence of recommending a landing page for an app is that app marketing today is a cross-platform strategy, instead of just looking at one medium. Especially, if your product is only an app – then the landing page gains even more significance.
Provided we are considering the route of paid app installs as a final option, social media is a great way to boost your installs or at the very least gain brand recognition and discussion around your newly launched app. You can use Instagram pages and post photos related to your app niche and spike them with relevant hashtags. We have already discussed how content on blogs can help drive search traffic, however, by getting social shares on content that is highly valuable you can drive even more installs through Facebook, Twitter etc. It has already been established that users who come via recommendations are much more sticky to the product. It will make your user retention for the app much easier. This is of course a way to app marketing technique that requires you to be invested in the long haul for results.
Request for app ratings and reviews
It is a known fact that the algorithm of Google play store and Apple store promotes apps based on it average user rating and reviews. For this reason, a newly launched app always benefits from seeding top reviews and comments in the initial days. So for more exposure on the list of apps, you need to ensure you get your closest friends, family and employees to rate and review your app. Of course, the most important are those users who actually download your app. They need to be prompted while browsing the app or just before exiting the app, as to whether they would like to rate it. It can help you gain momentum for app installs in its early days.
Install Mobile App Tracking
One needs to function with data, especially with the wealth of data that app generate for marketers. Mobile app tracking allows you to generate a ton of marketing insights. There is no lack of mobile app tracking tools available on the internet and there are many free services for the same if you are tight on budget.
The main metrics that a good mobile app tracking tool provides is sources of install for your app, average numbers of views within an app, uninstallation information. So by looking at these metrics you can fine tune your app performance. Additionally mobile app marketers can identify which channels are most effective to drive installs from. Thereby helping you optimise your app marketing resources.
Utilise paid promotions – App install ads
Finally, you always have the option for mobile app marketing using app install ads. All platforms offer this ad type such as Facebook, Instagram and Google Ad words. These mediums offers huge scale in terms of volume of users you can reach. Of course it may be expensive if you’re a really small scale setup.
These mobile app install ads help you target users geographically, by age, personal interest etc. Thereby making it an effective way to quickly market your newly launched app. The most important metric for those using ads to promote app installs is called the Cost-per-install.
Hope this beginners guide to app marketing was useful. Do subscribe to the blog for future updates.