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Google Play Store and iOS App Store have been around for more than a decade, and in this period, the mobile app market has reached maturity. Mobile apps on smart devices are one of the most effective ways to reach out to your customers and have proven to be a great additional revenue channel.
Two of the primary reasons why mobile app marketing has gained such importance are the sheer number of mobile app users in the world today and the fierce competition each user faces today.
In 2018, the global mobile application market was valued at $106.7 billion and is expected to grow at a CAGR of 18.4% and reach $407.31 billion by 2026. Clearly, there is a big window of opportunity for businesses entering the mobile app market.Consider the fact that in 2020, there were 3.6 billion smartphone users in the world. The number is expected to reach 4.3 billion by 2023! Hence, businesses now need to focus their efforts towards a harmonious blend of mobile app marketing and monetization.
Here, in this post, we will discuss some of the best app marketing strategies and how they can be implemented to the unique needs of your app and business model.
It is essential to have a firm deadline in your mind. Hence set a launch date by which you will be ready and take the process of marketing from then. This also makes it possible to provide a fixed time to any agency or individual you involve in the marketing process.
It is a competitive market – the world of mobile apps. If you are wondering why your app is not getting as much buzz as it should, you must think about promoting it. We have compiled 70 tips for you to get inspired and get going on your promotion strategy for your mobile app.
Nothing beats AdWords when it comes to advertising mobile apps. But it has to be preceded by research about keywords and deciding the amount you can bid without going bankrupt.(Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)
Before you finalize any type of strategy about marketing, research your potential customers thoroughly. Keep the target customer in mind while planning the marketing. This reduces the chance of wasting resources.
Find out where your target demographic spends the most time and focus your marketing efforts on those channels. These channels could be anything from certain types of blogs, to particular social networking platforms, or podcasts.
Before you can embark on marketing, you have to know what you are up against. It is rare for an app not to have any competitors when it is launched. An example would be Uber. But such apps are few and far between. Most of the apps that are being created have several forerunners due to the maturity of the app market.
What does your app represent? An app not only carries out a function but very often has a customized style. This is always decided by the target demographic. Is it a lifestyle app for physical fitness or will allow the user to track expenses. Decide its purpose and reason and write them down in lucid, crisp language.
Of course, this will be dictated by the budget. As the date of launch passes and the app goes live on respective app stores, begin a PR blitz to showcase it. Use any and every tool at your disposal to get the word out.Tatango is another tool, which is involved in the SMS marketing campaigns, and thus can prove to be handy for the advertisement of your Mobile Apps in 2021.
Create a landing page or website for your app. It is not always necessary that you will always have a web version. But a website is important for disseminating information and providing your contact information and sharing your idea. Try Wix, it’s very easy and user friendly.
Build a teaser page on your website before launch. Display snippets about your app UI and describe what it will deliver. If you are lucky, you might even find users willing to contribute to your email list.
This is a little iffy in some ways. Tech blogs (think Verge) and their gurus have plenty of followers. Trying to impress them with your app has its upsides. But they might think that it is not good enough or even necessary. That will be a blow to your self-confidence.
This old SEO favorite is still one of the most versatile ways to spread information on the internet. Update it at least twice a month and keep offering a peek into how you are developing newer versions.
Any type of marketing of any variety of product or service is incomplete without an active presence on social media. Choose a few platforms that are most often visited by users in your target demographic and write at least one post a week. Write more often if possible.
Look for those who have influence in the field that your app targets. For example, if you have created an exercise app find a trainer who regularly writes for fitness magazines to review/recommend your app. This is different from asking a tech blogger’s review.
One of the most effective ways to publicize your app is through a dedicated YouTube channel. If a picture says a thousand words, a video speaks a million.
Reviews are a significant factor in deciding if your app will be downloaded. Besides the tech blogs such as Mashable, there are plenty of app review sites. Get in touch with them and ask for a review.
This is an extension of your YouTube channel and blog. Talk about your app if you get the chance. Try for some speaking engagements where you can share your understanding.
Going back to the example of fitness tracker, mingle with people in online forums who are asking about fitness. Share your experience in a non-promotional way. This will set you up as an expert.
Do your users know how to use all the features of the app? Create a video and post it on social media.
Create a Facebook group for your app. It could even be the business page of your app. This allows the different users to interact with each other and embark on a process of discovery.
Give away something to those who refer to your app, appreciate it or mention it in their blog.
It is hard to rank on top of the app store. It is related to the number of downloads and review, but it also depends on how well you have described your app, categorized it, and stated its purpose.
Some of the most effective ways to do this is by writing a good title and a long yet crisp description. The main point is to remember that your title must be catchy and easy to remember while still relaying all the relevant information in a precise manner. When you include relevant keywords, you would also automatically boost its visibility and organically lead the prospect to more detailed description.
It is good practice to start with a direct line that showcases the primary function of your app, next add a detailed description of the features of your app in a bulleted and easy to consume manner. It is a good idea to brag by adding positive reviews from people, publications, or any media outlets.
After you have launched your app, it is vital to understand what your users feel. Take part in the feedback posted in the app store and make everyone who posts a comment feel special.
Though that sounds like a tautology, most infographics just fill the page. Put some thought into creating attractive and engaging infographics that readers of your content will love.
In every communication from email and newsletters to blog posts promote your app. This goes against the grain for many, and it is better to employ someone else if you are uncomfortable. You can also look for specialized mobile app marketing services to get you going!
Use Klout and Buffer to magnify the reach of your blog content. The use of the best content discovery tools can cut down your PR time immensely.
Publicize what you are doing to your friends and family. The links they post on their social media will be vital backlinks. They would also be able to provide the first few positive feedback in the app store.
This is one of the most natural things to do now with literally thousands of ideas about how to run a Facebook marketing campaign.
If your app promotes in-app purchases give discounts on certain days to boost higher downloads.
Not all the activity that you do is marketing related. Be altruistic and cultivate a useful persona. Your reputation will lead to app downloads.
What does your app do? Does it provide a fitness regimen, or is it a calorie tracker. Maybe it does both. State clearly what tasks the app can perform.
If you are defining what your app does, why not also do it through a conversation. There are several big and small podcasts hosted on Spotify and Soundcloud that would be ideal.
This is necessary when your app has gained some traction. PR firms are expensive, but they do provide the second stage boost that every excellent app needs.
Set up a contest for your users and ask them to hashtag your app or webpage. It could be goal-oriented and will make them feel good.
There are several contests for the most innovative app. Put your ingenuity at test by signing up for these contests. Find if you are really good at filling your niche with a thoughtfully made app.
Invite the press and your core users to launch of a new edition of your app. Make it memorable with app store based theme.
If you are looking to expand and employ, make it a part of your promotional strategy. Those who are looking for a job would download your app to find what they will be working with.
You could do good old fashioned marketing through paper advertisements, magazines, and radio. It still works.
Create a presentation, and probably that will impress people enough to download your app.
Where do your app users congregate- university library or maybe a gym? Target them directly. Make a surprise appearance and pitch your app.
Websites like Mix and Discuuver curate useful links that no one has heard of. Use them to the hilt to gain name recognition.
This is a side of the business you can no longer deny. Amazon Appstore is a lucrative source of downloads.
Contribute to other blogs and websites in your domain. Guest blogging is the fastest way to build your reputation stack.
Gift your users a premium account if they can refer a few new customers. Make sure they know of the offer through app-based notifications.
Send out newsletters every month informing your subscriber base. Use email addresses from your website contact form. Encourage app store users to mail you.
Quora is beneficial for marketing and generating new users. Keep answering questions clearly and lucidly and talk up your app.
If someone writes a rude review, maintain a positive interaction with them, and try to get to the bottom of the problem. Negative reviews teach you more than positive ones.
Affix a QR code to your business cards, which has the link to your app store site.
Choose the right category for your app in the app store. Do not list a Productivity app under Tools.
Distribute wallpapers among those who love your app. If they actually use it, then the name of your app is known by everyone who can see their screen.
Get a strategic tie-up with another app and promote the use of the other. This will lead to bleeding the users of one app into the other. It could happen very well through in-app advertisements.
Several websites have contests for new apps. Subscribe to as many of them as possible.
From key rings to mouse pads distribute something with your app name on it. People love freebies and would take an interest in your app.
Your app should have a pop up that asks users to leave reviews. This is a truly tried and tested method of app marketing as well as feedback.
Have an in-app method for users to invite others to use the same app. That is how Uber and Instagram have grown.
Keep track of how users use your apps through an app analytics tool like Flurry. Based on the feedback, refine the upcoming app versions.
App Pins allow Pinterest users to download Android and iOS apps. Run a contest among your existing users to pin it on their page.
Impress the app store editors and try to make your app enter the Editor’s Choice list. Be part of hand-picked apps that get more attention with their design and creativity.
Select a coupon service and run a marketing blitz. Coupon codes are easily tracked, and that adds to their usefulness as a marketing tool.
If someone has installed your app but does not use them much get their attention through push notifications or advertisements.
Reddit is one of the best places to get noticed. Run an advertisement campaign or just answer questions. Make sure they all have a link to your site or app.
Include a feature that lets users get their friends and family on board. Referrals could be compensated in some way.
Go into a tie-up with other apps that will display your app as an advertisement. This is the best way to feed off a particular group of users for each other’s benefit. If co-marketing is not your cup of tea, you can also look for a mobile app marketing platform.
LinkedIn groups are a great way to let your peers know about your app development. Unlike other social media, LinkedIn groups are the perfect place to showcase your talent.
Take the launch party online and stream it to every user. Let all your users know about the new version and its features.
Do it the way it used to be done. Classifieds for trainers is a perfect place to market a fitness app. Depending on your category, you could use this as a valuable source for new downloads.
Use viral marketing to its fullest by collaborating with influencers on social media. Just a few mentions of your app name by right people will bring hordes of download.
Make your website a part of the promo by creating a prompt for a download. Make sure the website has proper optimization through AMP.
Have you thought of GetJar? There are many alternative ways of sideloading an app without going through official stores.
This is a surefire way to get you noticed. The more you converse in these groups, the higher is the likelihood of being in touch with those who would want to be in partnership.
Probably the most neglected part of the app. Design an app icon that is eye-catching yet tasteful. It is a way to get others to download since they are curious about the sleek icon on a user’s phone.
Just dropping random screenshots of your apps as the content is not going to do the trick. They have to be meaningful and either showcase or solve a problem.
As a part of your promotion or marketing activities you would have to approach multiple outlets from time to time. While doing this, you must have a clarity of your strengths and the unique points which offers value to the app users. Prepare a strong elevator pitch that you can deliver to anyone, anywhere. Whether it is a grocery store owner, a journalist, or even a venture capitalist, you must know how to sell your concept!
The technological advancement around the world has pushed the limits of mobile apps beyond another boundary. The increase in the number of mobile apps has opened up a newer market for the advertisers – Mobile Apps Advertising.
Facebook mobile app ads are a great way to promote your mobile app on Facebook. Target your audience based on demographics, age, location, etc. It helps you reach out to the users interested in installing and using your mobile app. You can track in-app activities and measure the success of your campaign.
Google’s Universal App Campaign helps you advertise your apps and reach maximum people. It allows you to promote your app across search networks, display networks, Google Play, and YouTube. According to Google, Universal app campaigns help you drive 140% more conversions per dollar than other Google app promotion products.
Adjust is one of the best mobile analytics companies which allow the advertisers to analyze the ROI of the different campaigns. It offers various features like mobile attribution, behavioral segmentation, and other analytics features, helping the mobile apps advertisers judge the campaign at best. It allows you to run retargeting campaigns to existing users, and you can easily measure the success.
Apple Search Ads is a relatively new platform for mobile apps advertisements. It helps your target audience to find your app on the App Store. With easy setup and high conversion rate, the Apple Search Ads is a very good tool for advertising your Mobile Apps in 2021.
Twitter offers an app card to advertise your mobile app and get more installs and users. App cards show users app preview and rating. And users can install the app directly from their timeline.
Snapchat Ads are reasonable and offer a great ROI. Location-based exposure is yet another great feature! According to Snapchat, advertisers getting a 5x higher click-through (swipe-through, really) rate than other platforms.
With Tune, mobile app advertisers can keep a track of their performance across various platforms and networks. It comes with features like integration with multiple ad networks and real-time reporting.
AppsFlyer offers complete insights into mobile apps marketing. However, it’s more comprehensive than most others! Measure user retention, real-time data, and various aspects of retargeting. The AppsFlyer offers one of the best ways for advertising your Mobile Apps in 2021.
Tatango is another tool involved in SMS marketing campaigns. You can send a simple text message with your app download link directly to users’ mobile phones. Remember to use actionable calls to Action (CTA).
Kiip is among the best tools to capture better awareness for the mobile apps among the target audience!
Hope you find these tools helpful to promote your mobile app. Which one is your favorite?
According to various studies, we tend to spend nearly 3 hours every day on our smartphones. This makes apps extremely important for sales and marketing. Businesses are scouring across the industry to get their own app.
However, users only download apps that provide them value. Good app marketing and promotion is what gives an app value. Here are a few case studies that capture the very essence of app marketing.
Starbucks’ App Marketing Strategy is the gold standard of a successful app marketing campaign. They are one of the best mobile marketing strategy examples you can find.
Starbucks was known for its reward system. It had helped when the brand had begun selling coffee. With their new app, Starbucks hoped to move its user base to mobile and use the mobile app for future marketing.
Starbucks already had a popular rewards program called My Starbucks rewards card. They realised that shoppers were moving to mobile and would often forget coupons and their reward card. Starbucks moved the reward program to the mobile app.
The rewards would eventually convert to stars which would let them buy free drinks on special offers. The app also allowed users to pay their bill online. Almost 20-30% of their customer base uses this reward card leading to billions of dollars of revenue.
1. Starbucks created a loyal app user base
2. Starbucks officially markets new products through their app successfully
3. Rewards, coupons and gamification work
When Amazon initially launched their e-commerce store on mobile, it wasn’t getting the traction that the Amazon website used to get. It was never on the top charts for shopping and even got removed from the playstore for violation of its policies.
Amazon knew that shopping through mobile apps is lucrative. They needed to relaunch and rebrand their app completely, reach a larger audience and climb the top charts.
Amazon had hoped that people would search for the ‘Amazon’ app but people looking for mobile e-commerce apps were searching under the ‘shopping’ keyword. Seeing this, Amazon renamed their mobile app to ‘Amazon Shopping’.
After the update, 9% of global traffic for the keyword ‘shopping’ went to Amazon. The success of this simple rebranding shows the importance of ASO (App Store Optimization) even for mobile apps.
1. SEO is important even for mobile apps
2. Rebranding doesn’t need to be expensive
3. Rebranding is a simple marketing exercise that can be extremely effective
IKEA has long been one of the most successful furniture brands in the world. The one weakness IKEA has is that its product list is obnoxiously vast. To help with this IKEA launched a catalogue app.
Making a catalogue was simple enough. However, one key flaw with IKEA or furniture in general is that you cannot ‘test’ it. What this means is that to know if the furniture you want to buy fits your home decor, the only possible way is to purchase it and haul it home.
IKEA’s Catalogue app was one of the first applications to use AR in smartphone apps. Not only did the catalogue app allow users to browse through furniture listings but the augmented reality capability of the app drew the furniture onto the camera and let users ‘see’ how that piece of furniture would fit in their house.
The app was a massive success and is now one of the staples of their mobile app. It worked because users could finally gauge how a product would look in their house before they actually bought it. Not only did it make it easier to buy furniture, it was also slightly gamifying to play around with.
1. Experimenting with new technology might lead to something incredible
2. A market leader needs to keep innovating to survive
3. Convenience is a very important factor for potential buyers
There are so many strategies for marketing an app. Of course, you can’t use all of the above at the same time. Spend some time with the article and find the ten that appeal most to you. Start simply and find out what works for you. Develop further activities based on your experience and feedback
Here’s something a little extra, just for you! A BONUS video from Appy Pie that has a few tips to help you get started with your app promotion journey!
(Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)