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Marketing Strategies: How To Promote Your App?

Creating an app is no small feat. It must have taken your developer hundreds of hours to develop all the features and widgets that make up the app. That is not counting the time it takes to craft beautiful layout designs and engaging educational content that make the app what it is. If we consider all of the efforts put into an app, then we can begin to talk about thousands of hours in development.

However, as many business owners have found out, creating an app isn’t the end. There is a need for more, especially if you want your target audience in their multitudes to know you have an app that will solve one of their pain points. 

Think about it, say you have a barbershop with the latest clippers, outstanding barbers, and a serene environment open down the street. You would expect that they open very early in the morning, place a signpost outside the shop, create a dedicated awareness campaign and do a few other things to ensure that their effort of opening the shop is not wasted. Or what would you say is the purpose of opening a shop if no one comes in to use the service?

If you follow, you will agree that your case is similar to that of the barbershop. You have created an app that solves your target audience’s problems. But if you neglect an essential step, then so many things can go wrong from there.

First, doubt can set in. You might think there is an issue with the app, or maybe it’s just not the time to create an app. However, we can tell you from experience that the problem isn’t with the app.

Creating an app has a lot of benefits. It opens a unique channel to engage with your current and potential clients, and it also provides an opportunity for your audience to interact with you with a simple click.

So, what is the problem? The answer is that you haven’t invested in promoting the app. Or you haven’t done the promotion the right way.

All of your resources might have been focused on app creation. That is in itself not a bad thing, but sadly it isn’t enough. Just like the example of the barbershop we cited earlier, you cannot expect the owner to open the shop and expect customers to come in all by themselves.

The owner has to organize a grand opening ceremony, place posters all over the town, have a press release, a dedicated social media campaign, etc. In the same vein, promoting your app will most likely take a similar shape.

You will also agree that the more you promote your app, the easier it becomes for people to use it. But how do you go about doing all of that when you are working on a budget? All hope is not lost. In this piece, we have curated proven marketing strategies that you can use to promote your app without hurting your budget.

That being said, are you now ready to promote your app? Good! We will get to it soon. Before then, let’s discuss what mobile app marketing is all about and why marketing an app is crucial. You agree that makes perfect sense, right?

Why is Mobile App Marketing Crucial?

Did you know that the global app development spending hit close to $30 billion in 2019? Did you also know that more than 65% of small businesses and big organizations alike have at least a mobile app?

Those figures shout, “competition!” Hence, you will only ignore mobile app marketing if you don’t care about getting your target audience to use and stay on your app. This is not important if you don’t care about getting users for your app.

But I’m guessing you want users always on your app. Hence, mobile app marketing is crucial. However, to ensure we are on the same page, you must know that a mobile app marketing funnel consists of five stages.

These five stages include exposure or discovery, consideration, conversion, customer relationship, and retention.

In the first stage of the mobile marketing funnel known as exposure, what you will be doing here will be introducing your app to your target audience. All of your messaging and marketing will make them aware that you have an app that can help them solve specific problems.

At the next step, called consideration, you will want to provide necessary information about the app while highlighting its value and competitive advantages. At this stage, you will answer the question, “why you?”

At the conversion stage, you motivate your audience to download the app and hold them by hand through the onboarding processes. The next is crucial as it is where you have to listen to their feedback after using your app and respond. That stage is called Customer Relationship.

The last stage is retention. This is where you ensure that your audience who have downloaded the app see reasons not to stop using it. You will have to continue to create new content and features while providing a flawless user experience.

Having said all of that, it is clear that mobile app marketing is not a one-off activity. You will have to keep taking your target audience through the loop. And with the competition you will get from other businesses, you now know that marketing or promoting your app is not optional, and it is mandatory!

So, how exactly do you promote an app to reap the fruit of your labor of creating it? Let’s find out.

Create A Landing Page For The Application

The best ways to market an app are simple old marketing tips that have always worked, and the difference is simply in the audience you are marketing to. And the first tip in iOS app marketing or android app marketing here will be to create a landing page for the app.

We agree that your website is usually your first chance to impress your potential customers, so wouldn’t it be wise to have a landing page that addresses the pain points your app addresses? You will want to ensure that this landing page speaks to the visitors in their language. You also must make sure that it is unsoiled, eye-catching, user-friendly, and compatible with all browsers and devices.

As with any other product you promote, a landing page is a great tool that acts as the starting point for a user’s journey. You should take this seriously.

Create a landing page, but make sure it does its job of helping your target audience see reasons to sign up or download your app now.

Check And Evaluate Your Application

When people decide to download an app, they usually head straight to App Store or Play Store. Where do you think they check before installing the app? The reviews and rating section!

That’s right; people check what others have been saying about an app before making their final decision. And if you think people’s behavior will change with your app, you should think again.

So what should you do here? Check and evaluate your application. The first step is to encourage app users to review and rate your app. You can do this by building a feature that makes writing a review easy, especially without leaving the app.

If you want a more credible opinion, you can have a professional reviewer review your app. You should note here that negative reviews aren’t bad in themselves, and what we consider bad is when you don’t attend to these reviews.

When a user comments about an issue with your app, it is your duty to respond and go above and beyond to solve the problem. That act will tell your potential customers that you listen to your users and are willing to improve.

So, encourage users to review and rate your app. Then, make plans to correct any issue your users have. Answering reviews and providing solutions to the problem is a great mobile app acquisition strategy you shouldn’t joke with.

Use A Viral Loop

A viral loop can drive exponential growth for your app and, ultimately, your business when done right. In simple terms, a viral loop is a process a user of an app goes through from when they first came in contact with your app to when they recommend it to others.

Essentially, you will do with a viral loop to get users to advertise the app for you. So, they discover the app and install it, then like it so much that they tell others about it. Many app creators have used it to increase the number of app downloads, and you can also use it to drive your growth.

There are different viral loops you can try to promote your app. However, there are a few factors that your app must meet before a viral loop can work for you.

These include an active user base, users that like your app enough to want to refer it to others, a referral incentive that you can afford to give, and enough users to keep your referral program.

Once that is in order, you can decide the type of viral loop you want to use. Some of the popular ones include the following;

  • User-generated content
  • Incentives
  • Invite-only buzz
  • Shared experiences
  • Give more to get more
  • Ask friends for help

For instance, in the user-generated content type of viral loop, users are encouraged to share their personal bests, high scores, badges or achievements, quizzes, and custom avatars. Thankfully, it is easy to include a feature that lets users share their content with their friends.

With an app builder like Andromo, for example, with a click, you can include a button for users to share content on different social media platforms.

Optimization For App Shops

The two most popular app stores, Google Play and Apple App Store, have about 5 million apps combined, showing clear competition. How do you ensure your app does not get lost in the crowd? App optimization to the rescue.

Some people have called the term ASO which means App Store Optimization. But essentially, it means the practice of using ranking factors such as title, keywords, and ratings to attract users to download an app.

We have already established fierce competition across the different devices and app stores, so it is no surprise that ASO is a popular strategy. And you will agree that if you are serious about promoting your app, the app store optimization strategy is not optional.

If yours is a digital marketing app, for instance, how do you ensure that new or potential users get around to find, install, and continue to use your app? The first step is optimizing for app shops.

Having said all that, what then are the app store optimization tips that will ensure that your app is found on the app store? Let’s check it out.

  1. App Naming: The name of your app has the power to make or mar your promotion efforts. As a rule, you would want to avoid difficult names to spell. Also, while your app name can be simple and straightforward, ensure it has a target keyword within the title tag. This is important because your app can also show up in your category when users search for certain keywords.
  2. Subtitle: The subtitle is where you have the opportunity to give your audience more information about the app and highlight interesting features and benefits that set you apart from the crowd. You can also include your app category’s target keyword here if it is too long to include in the title.
  3. Icon Design: This is another feature you should pay attention to. Ensure you don’t have unnecessary detail in your design. You should also avoid small text because of the different icon dimensions’ requirements.
  4. Preview Video: The app store preview video is an auto-play short video with muted audio. So, ensure that you have a visually appealing preview video with nice text overlays that clearly communicate the purpose and benefits of using the app. Some app developers mistake filing people using the app, don’t do that. Only include footage of the app itself.
  5. Screenshots: Here is your opportunity to showcase your app features and user interface. You can include up to 10 screenshots using different devices. If you need ideas for the Android app or screenshot, you can check the app store to see what other apps are putting in the screenshot section.
  6. Description: There is no point in explaining that your description should be descriptive and engaging as it is your chance to wow the user before even downloading your app. What you want to avoid here is including the pricing information. The product page most likely includes that; there is no point mentioning that in your description.
  7. Keywords: Don’t shy away from long-tail keywords. Include relevant ones and let app store visitors find your app. You shouldn’t include duplicate names, trademarked terms, competitor app names, and any other irrelevant keywords. Do not also include space between commas in your long-tail keywords. For instance, “grammar correction, Ranking, App Store Optimization.”
  8. Review and Ratings: Respond to as much feedback as possible, but prefer the negative ones. Users can update their review rating, so when you respond to a negative comment in the friendliest manner, chances are they might have a rethink and give a better rating or even prompt another user to download the app. Don’t also join others who reset their rating when they release a new app version. The low number of reviews can affect your downloads. Leave the rating as it is.
  9. Version Updates: People like a moving train. The space for version updates shows users that you are working hard to make the app better and listening to their complaints. Use the section to communicate new features, improvements, bug fixes, and additional content. You should also update frequently to portray active app maintenance and keep the data fresh.

Many businesses and app developers don’t give much attention to App Store Optimization. But it doesn’t have to be so with you. Getting traffic to download your app from other sources is encouraged and possible, but why condemn a medium where your app is hosted?

Talk About The App In Your Emails

Another tip in our mobile app marketing plan is to talk about the app in your emails. Despite what many marketing gurus can tell you, email is still a good medium to get your audience’s attention in this age.

That means when done right, you can get an engaging community of people who are interested in your business. Now, chances are you already sent a lot of emails to several lists weekly. Whether you send emails, tech support, newsletter, or even payment confirmation, not including your app in your emails is like shooting yourself in the leg.

Chances are your customers might not know that you have your app ready for download, and even those who know might not see the need yet. An excellent way to change that narrative is to talk about the app in your emails.

For each email you sent, advertise the app in the footer. Include the benefit of downloading the app and a proper Call to Action with the link to download the app.

Use Your Mobile Website

A website is one the most functional medium where potential customers meet business. So, if you have a functional and mobile-friendly website, it’s a goldmine to take seriously. Apps for promoting business can have links to download them on your website.

Here, you have two options. The first is that you can have your users enjoy all the app’s benefits on your website while they also can download the app. Alternatively, you can restrict all benefits to the app.

Whichever case you adopt, you can use the website to promote the app. And doing that is relatively easy. You have a place on your website, like a part of the footer, as the permanent place to promote the app. You can also have a pop-up page display each time a visitor gets on your website. The goal here is to tell or remind each visitor that you have an app, and they can get certain benefits you will mention in your message when they download the app.

If you use an app builder like Andromo, it is also possible to create business applications and add a link to the website as a web view screen. That way, while you are promoting your app, you are also not depriving your users of the benefits of engaging your business.

Capture The Video Audience

App promotional videos have also been shown to help promote apps. Like any other mobile app marketing campaign, videos are a great way to showcase your app. Not only do they tell in a few seconds all that your app has to offer, but they also can be used across mediums.

When you create a promotional video once, it becomes an asset for your mobile app strategy, which you can use on your website, in emails, on YouTube, and across all social media platforms.

You would want to assign a team to bring the video to live if you want the best output. This is because you will get the project done faster and with no or fewer errors. 

Be mindful, however, not to think your video production is a one-time thing. As with other promotional content you have in place to promote your app, you will need to continue to update your video regularly or as it is required.

If you need the inspiration to create your video, don’t hesitate to check what others have done but remember that your video, like any other content you are pushing, should focus on how your app can help your target audience solve specific problems.

Create A Press Kit

A press kit or media kit is a set of promotional materials that provide all the information which helps tell a compelling story about a business or product. Essentially, a press kit will include the company overview, contact details, product information or description, logos, media assets such as high-resolution screenshots of the app and promotional videos, and a few other things like press releases, articles, executive bios, and notable awards.

In our case on how to market an app successfully, creating a press kit will help you clearly state your goals to journalists, reporters, and publishers when you reach out to them to cover your application.

Many businesses mistake reaching out to bloggers and journalists about covering their app before creating a press kit. That is not the right way to go about things. You want to have all that the professional might ask for before reaching out to them. That way, you appear interested in working with them and deliberately increasing app downloads or learning how to increase app installs.

Some tips you will find useful when reaching out to journalists are the following:

  • Research a list of bloggers, influencers, or journalists likely to cover your app.
  • Send the press kit to willing journalists weeks before your launch date and have a date you expect them to mention your app to their audience.
  • Include a guide that explains the idea behind your app, the problem it solves, how it works, features, and any other thing you deem essential to add.
  • Make an excellent first impression and let them feel the app by including high-quality screenshots of your app.
  • Look for bloggers and journalists talking about the problems your apps solve on social media and get the conversation going.
  • Let your press kit clearly spell out the value your app offers users.
  • Use facts and figures to back up your points.

Run Ads On The App Store

We have mentioned App Store Optimization earlier, but while that deals with ranking your organically, you can also pay app stores. This will help on how to promote your apps. Running ads on the app store is similar to a pay-per-click campaign with Google Ads, and the only difference here is that you are learning how to promote an app.

When you are unsure how to acquire users for your app, this medium is a good way to conveniently get at the top of search results when potential customers search for similar apps. To do this, all you have to do is pick a keyword and pay per click.

Publish Press Releases

You have created a press kit, but you can’t stop there. Now and then, you will have to publish press releases. What this does is that it lets the public know what you are up to, and it also lets them know about your business and what they can expect from you.

A press release to promote your app will describe your app in full and in simple terms, who it was developed for, and the problems it solves. Ideally, a press release would have done its job when your audience reads it and can tell what your business is all about and what they can expect from you. Creating a press release is also a good way to find creative ways to organize your apps because you know new eyes will be looking once it is out.

Have A Social Media Presence

The importance of social media in this age and time cannot be overemphasized. It is a great avenue that experts are using to solve the problem, “how to market mobile apps.” No matter your target audience, one of the best places to meet them in droves is social media. And it is true that if you want to be seen or see your audience, you have to be on social media. There are no buts about that.

When you are active on social media, not only will you give your app the necessary visibility, but you will also be able to get valuable insights about your audience. You will understand what their interests, demographics, and hobbies are. 

You will also understand that various people and groups have social media platform preferences, and you will be able to focus on the platform where you will get maximum engagement. This is important because you cannot but engage with your users on social media when you are promoting your app.

Now that you have a social media presence, it’s time you get started with promoting your apps. Figure out if your audience is on Facebook, Twitter, LinkedIn, Instagram, Pinterest, or any other social media platforms, then reach out to them.

From your social media profile, ensure that you have an app and its purpose or aim is obvious. You should also include a link to download the app. Aside from your profile, you will have to post regularly about company updates, benefits, and features that will get your followers excited to use the app.

For instance, if your app is a social media app, part of the things you will post might include asking your followers about social media app ideas they love. In your discussion, you will know what features they expect and why.

Aside from being active on social media and learning how to acquire users for your app, you can also make things interesting by resharing your users’ content. This is effective as it shows your followers what they can expect to enjoy when they download your app. 

So, you would want to encourage your users to share content from the app more. And thankfully, we have already discussed how to use the viral loop as an application market for android and iOS alike.

Get Help From Influential People

No matter how influential you are, chances are your business still needs these foreign connections to take words about your app or business far and wide. Without a doubt, influencers can influence the buying attitude or engagement of a particular class of people, but it doesn’t mean that all and any kind of influencer will increase app installs.

First, it takes a lot of money to get an A-list influencer to promote your app. So, except you have the budget of thousands of dollars for influencer marketing, you might want to tread gently here.

And as we have mentioned earlier, even if you have the budget to get a Kardashian to market your app, it doesn’t mean all their followers will download your app. Even if they do, it doesn’t mean they can’t or won’t uninstall after discovering the app isn’t for them. So, while we have established that getting help from influential people is great for promoting your app, how do you ensure that your effort is not wasted?

  • Approach only the Right Influencer: Before picking an influencer, be sure that their followers are your target audience. If they aren’t, your efforts will be wasted. You should also be familiar with the influencer’s persona and what makes them unique. 

If their approach to marketing does not suit your business, then your effort may also be wasted if you approach them for marketing. If you approach influencers whose brand voice is incompatible with yours, the messaging will fall flat and largely ineffective. Hence, approach the right influencers.

  • Give an Attractive Offer: Popular influencers get offers all the time. Needless to say, if you want them to work with you, then you better have an offer that provides value from them their followers and doesn’t hurt your business in the long run. You can give exclusive access to some features on your app, discounts, or any other exciting rewards you think they will appreciate.
  • Personalize your Pitch: This is another place where our first point is applicable. You cannot personalize your pitch if you have not researched the influencer and assert they are the right one for your app. You will not help yourself if your pitch to influencers is not personalized. Let your research show forth in your pitch and give them a reason to work with you.
  • Create a Sense of Urgency: Because of the nature of the work of influencers, if you don’t create a sense of urgency, chances are they will not get to promote your app in time to reap the benefit of your investment. So, when you reach out to an influencer, be sure to include a timeframe when you want the campaign to start and ensure they stick to it.
  • Keep your Pitch Simple: No one wants to be bored with long words and info they can get later. So, when you reach out to influencers, get straight to the point. Introduce yourself and state your business in simple and short words. If they like your offering, they will reach out and ask for more info.

When done right, influencer marketing has the power to give your app massive exposure in record time. But ensure you do all that you are supposed to do. Approach only influencers with followers having the problem your app solves, do your research before reaching out, create a sense of urgency, and keep your pitch simple.

Blog Regularly

Blog Regularly

Statistics have shown that businesses who blog regularly get up to 126% more leads than those who don’t. That is enough reason to start blogging regularly, and the benefits far outweigh not trying at all. Not only will you be able to improve your visibility on search engine results pages, but you will also be able to flex your industry expertise.

The good thing here is that your blog content can be shared in various formats like your email newsletters, reposted on social media, in an e-book, infographics, or any other downloadable resource on your website.

Now the question you should ask is what type of topics you should write about while finding ways to market your app. There is no single answer for that. The type of content to write will depend on your target audience’s search on search engines. Research popular keywords in your niche and provide value around those.

Aside from that, you will also want to make noise about your app launch and each feature and partnership you make. Essentially, highlight your latest news and updates and keep your audience in the loop about what’s happening.

Create An Affiliate Program

Creating an affiliate program is another effective means of how to market applications. Like working with influencers, an affiliate program works with external collaborators or partners to drive your app growth. And in return, you will offer incentives or commission for every install they encourage.

Because this strategy has proven effective, many businesses have used it as a win-win mobile app marketing strategy. The only thing you have to worry about is that your affiliates are satisfied with the reward system.

Once that is settled, you will create a system to generate a unique referral code for each affiliate so both parties can track their progress and be rewarded accordingly. 

One of the unique affiliate programs today is the Shopify affiliate program. They keep affiliates happy by offering a high commission, creating great content that affiliates can easily share, and offering maximum support to aid their success. 

Encourage Downloads By Advertising The Installation Of The App

You can encourage and drive app downloads by advertising app install ads on various platforms. Ads are everywhere these days, and most are getting massive traction. So, get in the game and increase your app installs.

When running ads on search engines, target specific and relevant keywords with segmented target audiences and get your app in their face. You can also use social media platforms like Facebook, Pinterest, Instagram, and Twitter to run ads and attract new users.

Write Guest Blog Posts

We have already mentioned that you should blog regularly, but that was with your business or internal blog. In this new strategy, you will be reaching out to other blogs that accept guest blog posts.

There are certain issues that your app solves, and talking about them on relevant blogs is a good way to promote your app and show your industry expertise.

Blogs will always appreciate educating, informative, engaging, and well-written content so, ensure your content does all of that and more.

Ideally, you will want to research relevant blogs that accept guest blogs. Once you identify them, you will go on their website to find out their acceptance of guest posts. If they don’t have that, you can contact the editor-in-chief through email or social media to find out how you can post on their blog.

Some blogs request to see a part of your article before agreeing, and others are okay with you going ahead to write it once your topic has been approved. The process from the initial reach out to finally getting your post on their blog may be long, but the benefits are much, especially if it is a blog with a large readership. So, writing guest blog posts is an excellent way to make noise about your app.

Become A Thought Leader

Becoming a thought leader has many advantages, but some people have the idea that they can’t be one. They think thought leaders are high-caliber people in society and have special education. Alas, that is far from the truth!

To become a thought leader, you simply have to offer value continuously in a particular field. Thought leaders share their findings and predictions through e-books, podcasts, panels, and any other opportunity they have. And the good thing is, it doesn’t matter what platform you use or what industry you are from. There is always a need to have people talk about the past, the present, and how the future will be. If your question is, can you be that person. The answer is absolute.

Not only will being a thought leader increase your brand awareness, but it will also help promote your app. However, you shouldn’t mistake boring your audience or jumping from topic to topic without clearly explaining your point on each and how your audience can benefit.

Being a thought leader will help you become an expert in your field and ultimately promote your business.

Offer Competitions And Raffles

Everybody likes an opportunity to win something with minimal effort, and you can use this to your advantage. To promote your app, you can organize a competition for your users with a reward they will appreciate, and this will then encourage them to promote your app without even asking them.

You can also offer free trials or raffles to new users to get them hooked to your service before subscribing. 

Measure Key Performance Indicators

Measuring key performance indicators is a popular marketing strategy, and it provides the right data on what is working and what isn’t. And knowing how your effort is helping your app grow shows you what strategy to drop and what to focus on.

Key Performance Indicators or KPIs can include the churn rate, number of downloads, daily active users, retention rate, and stickiness. All of this information will help you determine your app growth. And remember, KPIs are not what you set once and forget about, and you have to measure them continually.

If you use an app builder like Andromo, the app analytics function makes it easy to visualize what is working for you and what is not. Data is presented in an orderly manner and analyzed to make informed decisions.

Develop A Content Marketing Strategy

Content marketing deals with creating and distributing relevant, engaging, and useful content to a target audience. This content can include blog articles, email newsletters, white papers, videos, social media posts, and so much more. Content marketing strategy is how all of these media are utilized to achieve your goal.

We have mentioned creating blog articles and guest blog posting earlier, and we didn’t mention that a content marketing strategy is how you ensure your effort is maximally rewarded. For your app, the type of content you will most likely have can include infographics, success stories, use cases, blog articles, videos, and so much more.

You will also want to educate content on topics around your app’s niche. For instance, if your app is a note-taking app, your content can include topics such as goal setting, productivity, and app usage tips.

Keep Releasing New Updates

Releasing new updates is great to keep your app in the minds of your target audience, but you want to be cautious about it. Only release updates that help your users better solve your app’s problem. If you release updates just for the sake of it, you might bore your users and eventually lose them.

Rather release updates when you have new features users have been asking for or when you reduce the size of your app without reducing your offering. You should also keep your content fresh and inform your users that you are planning something new and rewarding for them.

Thankfully, you can let your users know about new updates even when they are not using your app with the app push notification feature. This is true with apps built from scratch as well as one made with an app builder like Andromo.


Mobile app marketing and monetization is no easy process, but it is possible. You have seen that creating or developing an app and uploading on the app store is not all there, and you have also to promote the app. And in this piece, we told you how to acquire users for your app and what you need to do to succeed.

What is important is that you have a goal, say 1000 downloads every month, and you have a strategy to actualize the goal. It is not enough to wish you have 20,000 downloads. You must put in the work.

Now, to promote an app, you can take advantage of Andromo’s features. When you build your app with Andromo, you can use the monetization feature to drive in-app purchases for yourself and your affiliates. You can also use the push notification feature to keep your users aware of new updates.

Promoting an app is no easy feat, but once you carry out the tips discussed in this article, you can be assured of success. You can create blog articles, use influencers, engage affiliates, become a thought leader, reach out to journalists, and discuss many others. But whatever you do, don’t forget to measure the key performance indicators. They show you which of your efforts is working so you can double down on it. 

Cheers to your success!


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Mobile App Development Trends of 2020

Mobile App Development Trends of 2020

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