How to Market an App: 12 Ways to Market an App

“App” is shorthand for “application.” Typically when people speak of apps, they are referring to standalone programs that access the internet without using a web browser (although many also offer offline functionality). Apps can live on mobile devices as well as laptop and desktop computers. Most customers download apps from curated stores or directly from company websites.

Use the following tips to develop an effective app marketing strategy.

1. 1. Implement a search engine optimization strategy. Search engine optimization (SEO) helps potential users find your site via search results. A lot goes into developing an SEO strategy, but one of the best things you can do is feature relevant keywords on your website’s landing page. On that same landing page, post a prominent link that lets users download your app on their device of choice. Use your web hosting platform to help burnish your SEO, or enlist the help of a third-party vendor that specializes in driving website traffic and conversion rates.
2. 2. Purchase search ads. SEO takes a lot of work and steady maintenance, so some app marketing campaigns focus on paid search. In most cases, this means buying visibility from different search engines. In many cases, you can customize your ad campaign for mobile marketing.
3. 3. Implement an app store optimization strategy. In addition to leveraging web searches, reach app users in the place where they’re already downloading new apps and invest in app store optimization (ASO). To optimize your app store presence, solicit app reviews from active users. Send push notifications that send them to the app store to leave a review and post lots of images of your app’s user experience—including app screenshots and videos. Keep the app name, app icon, and app description up to date.
4. 4. Run paid promotions in app stores. One of the smarter app promotion strategies is enhancing placement in an app store. You can elevate your app store page by purchasing a paid promotion in these marketplaces. This can help you quickly amass new users. Once you have a significant user base, you can stop paying for app store placement and focus more on customer retention and organic user acquisition.
5. 5. Employ social media marketing. In addition to advertising in search engines, consider placing paid ads on social media platforms. Social media networks tend to have a lot of information about their users, including geographic locations, demographics, and interests. For this reason, some marketers view social media marketing as more precise than paid search ads. When you market your app on social media, keep all your relevant pages looking professional and up-to-date.
6. 6. Create a content marketing plan. Content marketing involves making useful, valuable content for your potential user base, which draws them to your website. Once they’re on your website, you can inform them about your fantastic new app. Valuable content can take the form of articles, infographics, or videos (such as webinars or how-to videos) that share useful information.
7. 7. Hire influencers. Social influencer marketing can be an effective way to raise your app’s visibility among potential customers. Reach out to bloggers and professional influencers as you update your app or prepare a new app launch to generate buzz. You can pay influencers a flat fee to spread the word or give them a commission on all the referrals they generate via their social media channels.
8. 8. Hire marketing strategists or a PR team. Public relations professionals conduct market research and issue press releases and email marketing campaigns trumpeting your new app’s development. A good PR representative can get you booked on TV, the radio, a podcast, or even a prominent YouTube show where you can talk up the virtues of your new app. Some PR and marketing teams can help you submit for app awards, which draw the attention of tech enthusiasts.
9. 9. Participate in online forums. App development teams often join the discussion on forum sites so they can answer user questions directly. They also reply to reviews posted in app stores or elsewhere on the web. Being accessible and open to questions can help you maintain relationships with current users and build rapport with potential users.
10. 10. Introduce new features. Grow your user base and keep existing customers by introducing new app features that address their needs. Monitor the metrics of your app’s usage and solicit the opinions of active users to generate new ideas that will keep them engaged.
11. 11. Offer limited-time promotional campaigns. Encourage hesitant potential users to take the plunge by offering limited-time promos. These may include sales on paid apps or free features for those who install the app in a limited time frame. Promo-inspired customers aren’t the best for client retention, but they can still help grow your user base.
12. 12. Encourage word of mouth. People tend to view paid advertising with a degree of skepticism but put great stock in user reviews. App users post reviews in app stores, app review sites, and in online forums, or they directly tell their friends and followers on their social media channels. Aim to provide an excellent user experience and customer support services to increase your chances of free organic promotion.

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