How to Promote Mobile App

January 20, 2014 by

We’ve already posted how-to-create mobile application recommendations, time to take the second step – start promoting it. The best thing can happen to your app is that it goes viral, but it’s really, really hard to do. The app should be unique and extremely interesting for consumers to make them share it. If our app is good but not one of the kind, read the text below.

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Most downloads have apps from stores’ top lists, but it is not easy to get there. Big companies manage to do it because of well-organized work with bloggers and journalists and paid promotion. Analyze which apps get to the top lists. What’s special about them? How are they performed? All your promotion is dedicated to 2 goals – downloads and creating buzz about your app. It may seem surprising, but mobile app can be promoted both online and offline. Let’s talk about these tools.

ONLINE PROMOTION

  • Organize product page

    Write engaging description, create informative video and upload good quality screenshots. Users need to understand what they are downloading and how useful it is.

  • Get first downloads and reviews

    Ask your friends and employees to download, rate and review the app. People tend to trust more to things which others are already using, especially if they have to pay for it.

  • Use your current marketing communications

    Add links to your site, write posts at social network accounts to let people know about your apps. Make links look more trustable and catch attention with brand icons Play Market and App Store offer. Change your email signature – add links with badges so your customers will be informed that you’ve launched an app.

  • Work with bloggers and media

    Have you ever seen lists like “10 best Android apps for designers”? Try to get to these lists. Nowadays there are many Youtube bloggers who review devices, games and apps. Contact specialized magazines, both online and offline, for articles and reviews about your app. Some blogs provide guest posts, contact owners and try to become the guest. Offer bloggers your app before release so their posts about it can be exclusive and have as much attention as possible. Sometimes you may receive a price list for reviews. It’s ok to pay for publications if media is worth it, but it’s up to you and depends on promotional budget.

  • Create press releases of a good quality

    Include informative descriptions, graphical materials (icon, screenshots), links to promo videos. There must be your contacts to get a feedback. If you’re writing to specialized media, they can be interested in interviews with developers, story about app’s creation or other exclusive materials.

  • Use social networks

    Create your page, offer some bonuses to subscribers. Organize competition in doing something via our app, give prizes to winners. You may also work together with pages which subjects are close to your app. For instance, if you have an application about organizing healthy eating, groups about diets, sport or healthy life are really good places for promotion. Just contact the owners and ask about partnership. It is quite a good way to get downloads when you just launched your app.

  • Get involved in cross promotion

    This is method of advertising at other apps. Your ads are shown to users when they launch an app, quit it or while doing some actions. There are several cross promotion networks to choose from. 

OFFLINE PROMOTION

  • Inform about your app wherever you can

    For example, if you own restaurant and have app, you can print QR-code with link to it in menu so users can download it just while waiting for their order.

  • Be creative

    Don’t stick to standard promotional tools. Think about your product, its users and places where they can meet. For example, you can place posters or stickers with QR codes at universities if your app is for youth. Write intriguing headings, mottos or questions to grab attention and make people download the app.

  • Work with shops

    Become partners with device retailers so their customers can get your app for free. It’s good for games or apps that everyone need and doesn’t work with very specific ones.

  • Advertise on events

    Tell about yourself at printed production connected to the event. Try to make visitors use your app. If you have, for example, photo editor, advertise it on parties or other events were people will probably take photos. If you can afford it, organize events by yourself, for example, press-conferences. Invite journalists to your office, tell about company’s products. The person who will speak about the product must be good enough to make people listen and ask questions. Such conferences are usually a good way to get materials about you. Besides, you get useful contacts which can be used in future.

PRICING POLICIES

It is a very important aspect for paid add, especially if it has free analogues. Think about tools that can make your customers pay for what you offer.

  • Have a trial period or lite version

    Let users test your app. Make it free for a month, for example, or have free and paid options.

  • Provide sales and special offers

    Offer your app for special price for the short period just after launching. It should be seen very clearly that this price is temporary. Add a counter with time left to the end of special offer and call to action phrase (e.g. “Download now and get 30% discount!”). It will help to get first downloads and reviews. If you are just about to release new version, make discounts to current one.

  • Have different payment options

    It’s really frustrating when you’re willing to pay for something but can’t do it. Don’t make such stupid mistake and provide customers with comfortable ways to purchase your product. 

In conclusion I’d like to point that each app is a very special product. Tools that work with one type can be absolutely useless for other. Try promo activities that seem efficient exactly for your app and analyze results to find the best choice for you.

Good luck and thank you for reading!