1. App Store Optimization
App Store Optimization (ASO) requires many of the same factors that go into great SEO tactics. Things like keywords, titles, and descriptions play a role in the app store listings, so leveraging the right tool to understand these variables can really set your app for a path to a top-tier ranking.
Optimizing the keyword tags in the App or Google Play store can really benefit how your app is found. The keyword field allows you to associate your app with certain terms. The key here is to not repeat or use too many variations of the same word which could be portrayed as spam. A good tip is to conduct SEO type test to figure out the best keyword tags to use. You should ask yourself questions like “Which words describe my app?” and “Which words are my competitors using?” Once you get a feel for what words work best for you, be sure to be creative in your choices. Being unique could possibly help you drive traffic your competitors aren’t getting.
Titles are also an important aspect to take into consideration. Much like a title page for SEO purposes, the app name serves as a relevancy signal that the app store algorithms can pull search results from. Many companies include keywords into their main title to help pull their app to the top of search results within their category. A common mistake is to not include the actual name of the app into the title. The overall goal is to have a strong presence as a brand, therefore people need to know your name and not just what your app does.
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When you have everything above figured out, it’s now time to write the description for your app. This should not be a painful task. The key here is to keep it short and sweet. You have to keep in mind that when someone is reading this they are not going to spend a lot of time looking at the description on their phone. Leave plenty of white space so that it is pleasing to the readers eyes and less cumbersome. Bullet points or asterisks are commonly used to list benefits of which your app brings to the end user. Sentences should be broken up with a mixture of long and short (5 words or less) sentences to keep the reader engaged. If you want to learn more, we have previously written extensively on the importance of good keywords in the app store.
2. Social Media Integration
Social media integration in an application has been emerging in popularity among many app developers. Giving users the ability to invite others, share gameplay, and view leader boards is a popular and useful aspect for increasing virality. Essentially it is free marketing for your app. When a user shares their recent high score or fitness goal on their social media pages they are then spreading the word of the app to their friends. This increases the number of views and in turn raises awareness of your application. All of which happens without you lifting a finger. Another side effect from this is that it implements a type of competitive atmosphere amongst friends to outdo the other persons high score or have a longer run tracked.
3. Press Kit
Having a press kit readily available is a proactive move to help expedite your marketing efforts farther down the line. Once you have an established microsite for you application you may get a couple of reviews, but to really market your newly developed app, you need to be able to provide quality material that other people can utilize. If people want to write about you, they may not always have the time to contact you to receive useful materials for them to use.
Materials that should be included in your press kit include high-quality icon of your app along with screenshots of the app in use. These will help expedite those bloggers or journalist that wish to write about your app to have official high quality visuals that can be used in their articles or blogs.
Another essential part of your press kit should be all of your relevant press releases. This helps individuals know the “history” of your mobile app and keeps them in the loop on upcoming updates or other company news. By doing this it will also establish a rapport with your audience because they will have a better understanding of you and your mobile app.
If you really want to go above and beyond you can add a company profile page. This can detail your company history and your staff. Links to your social accounts is also beneficial so that people can learn more about you and read what other people are saying.
4. Forum and Discussion Board Outreach
Identifying where your desired audience or key demographic congregates online is an important marketing aspect to identify. There are many technology and mobile applications blogs filled with individuals that read and keep up with news on mobile applications. This is especially helpful if your app is designed for a specific group. For example, if you app is designed to assist joggers track their daily runs, then posting relevant topics about your application on fitness discussion boards or blogs can be beneficial.
When reaching out to these forums the key is to not spam the blog with your business. Many blog and discussion boards ban users who post promotional material on their comment sections. Posting beneficial information and answering any questions is a good way to start. After you have built a rapport as a thought leader then you can start back linking information to your site or post an article about your product.
5. App Profiles
When it comes to marketing a new app raising awareness is an important aspect to increase downloads. The creation of app profiles on sites such as Appolicious and others like it is beneficial to do. With these profiles you can add a description of your app along with a link to the App or Google Play store that allows the user to download it. This is a simple and easy way to increase the awareness to your desired target audience.
6. Influencer Outreach
Along with reaching out to forums and other relevant blogs, contacting industry thought leaders or influencers for reviews is another avenue to market your app. Having reviews of your app is good, having a reviews written by a respected thought leader in the industry and posted on a respectable site is even better. Many of the popular influencers in an industry have millions of engaged followers that read their material daily. So to have a review written on your app by an influencer in the mobile application industry will give you an increased amount of awareness and possibly downloads (as long as you receive a positive review.)
You can go about this by identifying them (you already know who they are) and contacting them about a potential review. You can provide a promo code or demo to access your app for free. This is where the press kit would come into play. In your request you can attach your press release with all the relevant information we talked about above, therefore accommodating them with all the information and resources they may need.
7. Social Media
It is no secret that social media is a popular medium and can be utilized as an effective marketing tool. Creating pages specifically designed for your app on all social media channels is something that is strongly recommended to really engage your target audience and see their discussions. With a plethora of possible outlets that include Facebook, Twitter, Instagram, and YouTube, to name a few, you have access to a vast population and you have the ability to find which ones work best for you. Keep in mind that these pages should compliment your overall company social accounts. Just like the app store, make sure your company name is on these social pages so that you increase your overall brand awareness.
Managing these accounts is another aspect of social media. Making sure you devote time and effort to monitor your different pages is crucial to really benefit from social media. Think of it as a window into viewing your consumers thoughts and concerns. The better you monitor and all the comments and questions the better you can learn how to improve your product which in turn will increase brand loyalty.
8. Teaser Campaign
Whether it be creating hype over a potential release date or providing an incentive with a promotional campaign, a teaser campaign is a good way to get your audience excited and engaged. This can be done as simple as producing a short teaser trailer paired with a “Coming Soon” animation on your microsite. If you have the resources you can also run a promotional contest or giveaway. To manage this you may even collect email addresses to keep people informed on updates. The more people you drive to your site and social media accounts the bigger the engagement and therefore building a community of followers.
9. Set Up Google Alerts
Setting up Google alerts can be beneficial to track what people are saying about your product. This beats visiting each individual site separately to see if there is a new review of your app. These alerts can can also help you research the app industry or competitors. Instead of doing extensive research across different sites to keep tabs on your competitors, you can simply set up an alert to advise you when any relevant news surfaces about your search query. All this information is easily emailed to you with the latest relevant Google results (web, news, etc… ) based on your queries.
10. App Discounts
Lastly, individuals like to get things for free or for a discount. By providing discounts on specific days related to your application is a good way to get your followers engaged and excited. The key is to be creative. For example, if you have a zombie based mobile game, a good time to provide a promotional offer would be in October – around Halloween time.