9 Mobile App Promotion Strategies You Must Know in 2021 | Robin

In today’s digital era, it’s essential that startup businesses utilize mobile apps to stand out from the competition, gain more customers, and attain long-term success in the industry. Creating a mobile app might require a lot of resources, such as your time, energy, and effort, but with robust mobile app promotion strategies, all of these resources will be worth it in the end.

Countless businesses are creating their own mobile app today, but your mobile app promotion strategies can make a difference and stand out from the crowd. With a well-planned marketing strategy designed to solely promote your mobile app, you can educate the general public about the existence of your business on different platforms, such as social media and the app market.

However, creating and implementing mobile app promotion strategies can be challenging, especially for businesses that are still new in the industry and don’t have experience in app marketing or mobile marketing strategy.

Mobile App Promotion Strategies

Fortunately, this article will provide useful tips.

How Do You Promote Your Mobile App?

Regardless of how useful your Android app or iPhone app is, you won’t be able to use it as a tool for your success if you don’t have any mobile app marketing strategies. Not knowing the answers to “How do you promote your mobile app?” will prevent you from increasing its number of mobile app installations and gaining customers in the app market.

After hiring mobile app developers and letting them create an app that represents your business, it’s now time to utilize strategies for mobile app promotion. To help you get started, here are a few steps on how you can promote your app:

1.   Make Use of Content Marketing

 Make Use of Content Marketing

Content is king in digital marketing, but do you know that content marketing can also do wonders for your mobile app promotion? In fact, publishing high-quality blog posts should be part of your mobile app marketing strategy because content can evoke the emotions of your target audience and encourage them to look for your app in the app market.

However, when using content in your mobile app promotion, it’s not enough that you create a blog post regularly; you should consider other factors to ensure that your content conveys the right message and that readers will take action to increase the number of your mobile app installs.

Here are three practices of content marketing for your mobile app promotion:

  • Show your audience that you understand their pain points: For your mobile app promotion to be effective, you need to utilize blog posts to show your audience that you understand their pain points. This means that you should put yourself in the shoes of your target audience, think about their daily struggles, and present your mobile app as a solution to these problems.

    For example, if you designed an Android or iPhone app for budgeting, you can mention in your blog post the challenges of creating and sticking to a budget and the consequences of failing to accomplish these tasks. In this way, it’ll be easier for your target audience to understand what your app is offering and how this app can help them in their daily lives.

  • Use the language of your target audience: If you want to be a successful app entrepreneur, you should pay attention to the language you use in your blog posts. Understanding the daily struggles of your target audience but failing to communicate with them through their language will make your mobile app marketing strategy ineffective.

    If your target audience is looking for a comedic or game app, then your blog post should be written in an amusing and upbeat tone. If your target audience wants a recipe app, your blog post should contain high-quality images of food and links to tutorial videos.

    All of the elements present in your blog post should match the language and needs of your target audience. This will encourage them to both continue reading blog posts that you publish in the future and visit the app market to download your mobile app.

  • Determine the most effective channels to promote your content: The last tip that you need to follow when using content for your mobile app marketing strategy is to ensure that you’re using the best channels. Ideally, you should know which channels your target audience usually uses and promote your blog posts there.

    For example, if your target audience is fond of using social media, then you should promote your content on Facebook, Instagram, or Twitter. On the other hand, if your target audience is more fond of using websites, then updating this online platform with blog posts talking about your mobile app is more ideal.

2.   Create Videos to Promote Your App

 Create Videos to Promote Your App

Although written content is the most common form of mobile app promotion today, it’s not the only type of content you can use. If you want your mobile app marketing strategy to be unique and effective, make use of videos. Video marketing is proven to be an effective element of every mobile app promotion as this medium builds credibility and trust among your target audience.

For you to make the most out of video marketing in the promotion of your app, take note of these tips:

  • Write a compelling script: Although it can be tempting to immediately turn on your camera and mic and record yourself using your app, it’s best if you don’t jump into that process yet. Creating videos as part of your mobile app marketing strategy requires planning and should start by creating a compelling script.

    If you want your mobile app to be unique in the app market, make sure that the video will have an effective script. This script should contain information on what the video will cover and how lines will be delivered by the host. If you’re planning to hire an influencer to talk about your mobile app, don’t forget to ask for and check their scripts, as well.

  • Keep things short: Videos are more visually entertaining than written content, but this doesn’t mean that you should bombard your target audience with hour-long videos. Instead of encouraging your target audience to take action and download your app in the app market, long videos can get boring and discourage them from using it.

    For your videos to effectively promote your Android or iPhone app, make sure that it’s short and sweet. Don’t record and publish a five-minute video about the features of your mobile app when you can talk about this information for less than 90 seconds.

  • Conclude with a call to action: After showing your target audience how your mobile app works and how their lives can improve when they use it, conclude your video by encouraging them to take action. Ideally, you should invite your target audience to download your mobile app in the app market. Ending your video with this instruction might sound too simple, but you’ll be surprised how this call to action will increase your mobile app installs!

3.   Utilize Ratings and Reviews

A lot of people today are very hesitant when downloading new apps, especially those that require a fee. This is one of the reasons why people would rely on the internet to look for information about a specific mobile app and decide whether or not they should use the mobile app based on their findings. A free and functional app won’t gain any users if it doesn’t have any ratings and reviews in the app market.

Another way to promote your app is to utilize ratings and reviews. It’ll be very easy for you to convince other people to download your app if they can see that other people have been using it and actually loved its features.

When using ratings and reviews as part of your mobile app marketing strategy, don’t forget to implement the following:

  • Ask ratings and reviews from customers: Your customers play a vital role in the success of your mobile app marketing strategy because, without them, you won’t be able to use any ratings and reviews to showcase the benefits of your app.

    So if you have customers who recently downloaded your mobile app, reach out to them and politely ask for their ratings and reviews. You can do this by asking them in person, over the phone, via social media, or through email. Use whatever channel is convenient for your customers to ask for their feedback.

  • Showcase their ratings and reviews: After getting some of your customers’ ratings and reviews, make sure that you highlight them on your website, blog, or social media profile. The positive responses of these customers are usually enough to convince the general public that your app works and encourage them to download it right away.

  • Respond to negative reviews properly: If you plan on accepting ratings and reviews through public channels, such as social media, expect that there will be instances when customers will speak negatively about your app. Regardless of how experienced your mobile app developers are, there will be instances when users will still be unhappy with the app and won’t hesitate to let the online community know about their dissatisfaction.

    Instead of deleting or brushing off any negative reviews about your app, take the time to respond to these as soon as possible. If someone is unhappy with your app, apologize and let them know that you’re considering their feedback for future updates.

    Responding to negative reviews with professionalism will make the users feel valued and appreciated. Plus, this will also encourage other people to download your mobile app because they know that your business is open to feedback and would use the information to improve the app.

What is App Store Optimization and Why is it Important for Mobile App Promotion?

If you have been running an e-commerce business or using any digital marketing strategies to promote your business, you’d know how crucial SEO is. Search Engine Optimization is the process of improving one’s website to attract more organic website traffic. An SEO-friendly website shows up on top of the Search Engines Results Pages, or SERPs, whenever an online user types in keywords that match with the content of the website.

App store optimization (ASO) works the same way; it’s just that this practice is meant for mobile apps and has fewer ranking factors to consider. Conversely, SEO and ASO are similar because both utilize the principles of backlinking and keyword optimization.

If you want your mobile app to be one of the best in the Google Play Store and Apple App Store, it’s vital that you know what app store optimization is and why is it important for mobile app promotion.

What is App Store Optimization

App store optimization is important for your mobile app promotion because it aims to make your app more visible to the right users. By paying attention and following the principles of ASO, your mobile app will be one of the most recommended in the search results whenever an online user looks for an app similar to yours.

There are many ways to optimize your app for app stores. The most common and effective strategies are:

1.   Understand the Users

According to App Radar’s statistics, 65% of mobile apps are discovered through app store searches. This means that a lot of online users will click and download apps that are suggested on the search results after typing in a few keywords.

With this status quo, it’s best if you optimize your mobile app by doing some research on your target audience first. Ideally, you should know who your target audience is and identify their needs and behaviors. This information will help you build an app description that suits what they’re looking for.

2.   Use the Right Keywords

Similar to SEO strategy, your ASO strategy should also use keyword optimization. This is an important element in optimizing your mobile app for app stores, like the Apple App Store and Google Play Store.

For you to use keyword optimization to your advantage, identify which keywords or keyword phrases are trending today. Look for keywords and keyword phrases that are related to your mobile app by checking the SERPs.

The goal of keyword optimization is to ensure that your app description contains keywords that rank high in app stores. Aside from using the right keywords for your app description, you should also make sure that these keywords are only used by a moderate number of apps.

You should also follow these tips if you want your app description to be optimized in the app stores:

  • It’s better to use keywords rather than phrases in your app description.
  • When it comes to deciding whether you should use singular or plural tenses in your app description, research which tense ranks higher.
  • Prepositions and conjunctions shouldn’t be used in your app description.
  • Avoid using spaces when separating keywords. Use commas instead.
  • It’s best if you use digits instead of spelling out the numbers in your app description.

3.   Be Careful in Writing App Descriptions

Now that you know the technicalities of your app description, it’s time to identify which information should be included in this section. Knowing how to write your app description is also important in your mobile app marketing strategy because this section allows limited characters (usually around 4000) and affects the metadata of the app.

Ideally, your app description should detail what your mobile app does, what kind of problems it solves, and how it can make the user’s life easier. The price, if applicable, should also be indicated in your app description. All of this information should be indicated in bullet points for online users to read them easily. 

4.   Add a Preview Video

Regardless of how informative your app descriptions are, some online users will still want to see how your mobile app works before downloading it. This is especially true for apps that require a certain fee.

To encourage more online users to download your mobile app, add a preview video. Allowing online users to see the functionality of your app through a preview video will encourage them to download it as they’ll have a better idea of how it looks and works.

When adding a preview video, make sure that it’s no longer than 30 seconds and only uses high-quality clips of your mobile app. If you’re going to incorporate audio, see if the file is audible, as well.

5.   Never Neglect the Importance of Your App Icon

As they say, “first impressions last,” and when it comes to mobile app promotion, how your app icon looks can create that memorable impression. The app icon is the first thing online users will see the moment you publish your mobile app in the Google Play Store and Apple App Store, so it’s important that you pay attention to how your app icon looks.

If you want your app icon to grab the attention of online users, choose a size, geometry, and color scheme that fits the features of the app and appeals to your target audience. These elements will ensure that your mobile app will stand out in the app store with its unique qualities.

Regardless of if you’re going to publish your mobile app on the Google Play Store or Apple App Store, your app icon should be 1024×1024 pixels in size. This size adheres to the guidelines set by the two app stores and guarantees that your app icon isn’t pixelated when displayed.

6.   Pick the Right Name

Your app title is like the heading of an article — it can make or break a person’s interest and their decision to use it. An app title that isn’t related to the features of your mobile app can shoo away potential users and discourage them from downloading it.

For your app title to rank high in the app stores and grab the attention of thousands of people, make sure that it’s clear and unique, gives people an idea of what your mobile app is all about, and doesn’t contain any brand names. If you’re going to display your app in the Apple App Store, your app title should be within the 30 character limit and 50 if you’re offering the app in the Google Play Store.

7.   Use High-Quality Screenshots

Promoting your mobile app in app stores is a long process because after getting the attention of an online user through your app title, you need to continue to convince them to download your app. If they lose their interest after landing on your app page, they won’t download your mobile app and will instead choose to download apps from your competitors.

If you don’t want this to happen, display high-quality screenshots on your app page. Screenshots are an effective form of visual communication that tells a story and gives online users more information about the app.

Since first impressions do last, even in mobile app promotion, it’s vital that your screenshots are uploaded in order to impress. You can achieve this goal by using screenshots that use large captions, highlight the unique functionality of your mobile app, and show off your brand.

Google Play Store only allows eight screenshots to be uploaded per mobile app, while the Apple App Store accommodates up to ten. Don’t forget to check the guidelines in every app store to ensure that your screenshots don’t violate any of their rules.

8.   Use App Store Analytics

Different technologies have opened countless opportunities for entrepreneurs like you to promote mobile apps, but do you know that technology also allows you to determine whether your efforts are working or not?

You can actually use app store analytics that is designed to assess the efficacy of your mobile marketing strategy in the Google Play Store and Apple App Store. By using these tools, you’ll know where your mobile app stands in the market today and how to improve your mobile app marketing strategy in the future.

There are many tools for tracking app store analytics today, and some of the best ones are Tune, Appstatics, and Appfigures. If you don’t have any experience in using these tools, do some research and learn more about the features. You’ll be surprised at how these tools can provide valuable information that can significantly improve your mobile app marketing strategy.

9.   Re-Evaluate Regularly

Implementing strategies that are meant to optimize your app in the app store is not a one-time stint. Even if you implemented all of the strategies mentioned in this article, don’t expect for your mobile app to continue to have the best rank in the search results pages. Just like SEO, the algorithms behind ASO also change regularly.

For your mobile app to consistently rank high in different app stores, make sure that you re-evaluate your strategies regularly. You should do this frequently instead of waiting for your app to lose its ranking in the app store.

Generally, you should evaluate your keywords, description, and icon to determine if these are still beneficial in improving the ranking of your mobile app in the app store. If these aren’t contributing to the ranking of your app, it’s best if you change them right away.

Regular re-evaluations will enable you to determine whether your existing strategies are working or not and make it easier for you to improve them. Doing this will also allow you to fix any potential ASO-related issues before they can get worse. If you encounter problems that are too technical and challenging for you, consider hiring an app marketing agency to help you out.

How Do You Promote Your App on Social Media?

Billions of people use social media every single day, and this number is expected to increase in the coming years. People worldwide use social media for many different reasons — while some use it to connect with distant friends and family, others are using it as a source of news or as an aide with their job search. So if you’re still wondering where you can market your app, social media is your answer.

As a business owner, you should utilize social media as a means for your app promotion. With the number of people using social media today, it’ll be quite easy for you to promote your mobile app and reach your target audience using this platform. Using a specific social media platform can also become your ticket to introducing your app to a new target audience.

However, with the vast number of businesses using social media for app promotion, it’s vital that your strategy is well-planned. Merely posting the link of your mobile app on Twitter or Facebook is no longer enough to attract online users to download your app.

If you’re looking for answers on how to promote your app on social media, the points listed below are great tactics to utilize:

1.   Explore Influencer Marketing

Creating a strong online presence will require a lot of time and effort. For a small or new business to be known on a social media platform, they need to spend time engaging with their target audience to foster brand loyalty. This process can require months and even years to finish.

If you’re looking for fast yet effective strategies to promote your mobile app on social media, make use of influencer marketing. This is a type of digital marketing strategy where a business partners with an influencer or a person who is viewed as an expert in a particular niche or industry and has millions of followers online.

Influencer marketing is a great way to promote your mobile app because influencers already have made a lot of personal connections with countless individuals online, which means that you don’t have to start from scratch just to create a strong online presence. The followers of these influencers look up to the influencer for advice, so if influencers endorse your mobile app, their followers will likely download it right away because trust is already present.

If you’re leaning towards this direction for your app promotion strategies, spend some time looking at and evaluating different influencers and the size of their following. Ideally, you should work with an influencer who has the same target audience as your mobile app. It’s also important to listen to the influencer’s suggestions on how to better promote your app as they have years of experience in marketing all sorts of products and services online.

2.   Use Paid Ads

Aside from having billions of users every month, entrepreneurs are also using social media platforms to market their products and services because they can simply pay for ads. You can use the same service as part of your mobile app promotion strategy to reach your target audience.

Since ads are available on almost all social media platforms, it’s best if you pay for ones that are visible to whatever platform is most commonly used by your target audience. For instance, if your target audience loves to use Instagram, you can pay for Instagram ads to introduce your mobile app to them. Instagram ads are usually composed of videos, photos, and carousels.

Paid ads are an excellent way to promote your mobile app and increase the number of your app installs, but make sure that you only use platforms that are convenient and used by your target audience. When using paid ads, keep in mind that you don’t always have to have one on every social media platform — quality should be your focus, not quantity.

3.   Run Contests

Because most humans are naturally competitive, running a contest on social media is one of the most effective app promotion strategies today. This is especially true if the winner is given several prizes at the end of the contest.

When promoting your mobile app through contests, you can give them a free trial or pass to use the app, and then let them write a review on your social media profile. Whoever writes the most meaningful or unique review(s) is declared the winner.

Depending on how the app developers built your app, you can also encourage online users to download your app and then share their experience with the app using photos. The photo with the most number of likes or shares will be the winner.

You can come up with different types of contests to increase the number of your app downloads, but you just have to make sure that these are easy to enter and that the mechanics are clear. It’ll be challenging for you to invite online users to join your contest and download your app if they don’t have any idea about the rules or prizes.

4.   Offer Promos or Discounts in Exchange for App Downloads

Aside from winning prizes for tasks that require minimal effort, online users love promos and discounts, especially if they can score one without having to pay anything. Being able to use a product or service for free is a great deal for most people.

Another way to promote your mobile app on social media is to give out promos and discounts in exchange for app download. Unlike the third tip presented, this one will only require online users to download your mobile app, and they will immediately earn a promo or discount.

Offering promos and discounts in exchange for app downloads is a great way for small and new businesses to create a brand on various social media platforms. Since countless businesses are also promoting mobile apps, making yours free will surely catch the attention of online users.

How Do You Attract More Users to Your App?

Promoting your mobile app in app stores or social media isn’t usually a guarantee that you can attract more users. More often than not, using these platforms will only inform users that your mobile app exists, and you need to exert more effort to ensure that you can gain new users.

Aside from following all of the tips mentioned, you should also have a strategy that exists to attract more users to download your app. These strategies are crucial to the success of your mobile app because these can eventually influence the number of your app users.

To attract more users to your app, follow these tips:

1.   React to Users’ Requests

One of the easiest ways to attract more users to your app is to react to their requests. This task will require you to look at users’ reviews and feedback about your app and address problems right away.

If your current app users complain about things like faulty push notifications of your mobile app, make sure to address these problems right away. Aside from keeping your existing users happy, regularly reacting to their requests is also an excellent user acquisition strategy. This shows that you run a business that values the comments of your app users and is ready to make adjustments to the mobile app in order to make them happy.

2.   Change Regularly

The business industry changes regularly. The trends that allowed a business to sell countless products in the past might not get the same results when applied today. In the same manner, trends that are effective today will not be as useful when applied in the next two to five years.

Change is ever-present in the business industry, and your mobile app should keep up with the times by changing regularly as well. Ideally, you should regularly change your app and incorporate new techs to make the app unique. For instance, if your business created a mobile game, you should eventually incorporate facial and voice recognition and gesture control. As graphics continue to improve in a mobile game, yours should also offer the same.

In addition to that, making changes with your mobile app is also important because Apple and Google, two of the biggest mobile operating systems, are also changing regularly. By adapting to the changes that these mobile operating systems make, you’ll have peace of mind knowing that your app will remain accessible in devices using both Apple and Google. Adapting to these changes will also ensure that your mobile app remains at the top of the app market.

3.   Study Your Competitors

As mentioned, there are countless businesses creating and promoting mobile apps today. Regardless of the features of your mobile app and for whom it’s for, except that you’ll have several competitors in the industry.

Another way to attract more users to your app is to study all of your competitors and benchmark from the strategies that are working for them. For example, if your competitors are using user-generated content to promote their mobile apps on social media, you should also do the same with yours. If they’re exerting resources to improve the push notification feature in their app, you should likely do the same.

Instead of treating your competitors as enemies, turn the situation around by knowing what strategies work and don’t work for them, and then use that information to improve your mobile app. This is a great way to save plenty of resources and improve your user acquisition strategy, as you’ll keep your users hooked with newer and better features.

4.   Highlight the Major Features of Your Mobile App in the Media

Even though your mobile app may be similar to several others in the app market today, it will still have some unique and major features that aren’t available elsewhere. For example, if you’ve created a mobile game, this app might have better graphics or more character customization options. Your mobile game might also have a better soundtrack than your competitors.

Whatever these features might be, make sure to highlight them regularly in different media to make your mobile app more noticeable. Aside from social media platforms, you can also pay for local magazines, TV ads, and billboards in your area to talk about the major features of your app. The more medium you use, the better chances you’ll have in getting more app users. 

Knowledge Is Power

Coming up with the best mobile app promotion strategies for your app can’t be done overnight, but there are many strategies that can expedite the process. Most of these strategies can be implemented by anyone, even startups that still don’t have a presence in social media or the app market, and may not have any experience in mobile app marketing.

After you’ve created a mobile app for your business, use this article as your guide in building your marketing strategy. As long as you know the very basic principles of app marketing, it won’t be long before your mobile app will gain traction on social media and in the app market!

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