As of the first quarter of 2020 Android's Play Store had 2.56 million apps while IOS' App Store had 1.85 million apps available. These numbers are quite mind-boggling and clearly state that competition today, this minute is more fierce than it will ever be. If you think that a huge number of users will just stumble upon your app, THINK AGAIN!
With this amount of competition, you need an advanced acquisition strategy laid prior to the launch of your app. A traditional way is needed to promote new mobile apps. Following is a list of promotional tactics that you can adopt for the promotion of your app.
A website adds legitimacy to your brand, and that is what people want as well. They want to know that you're completely invested in your business and it is a real deal. You need to have an entire website dedicated to your app that highlights and explains everything about it. It needs to be creative, appealing and completely reflective of the image of your app.
2. Social Media
There is clearly no need to explain as to why Social Media is a must for your app promotion. There are many benefits of using social media as your primary promotional stage. Unlike traditional promotion, social media promotions let you narrow down areas like audience age, audience demographic, audience interests, jobs and much more intricate details that you can largely benefit from.
Social Media promotions can be divided into two categories- Paid and Organic.
Organic reach is nothing but creating profiles across various platforms like Twitter, Instagram, Facebook, etc. All you have to do is to be consistent and thorough. Create content that reflects your product. Remember to create content not just for uploading but for engagement. It is important that your content is hooking and captivating enough to make the audience follow it for long.
Find creative ways to highlight your app's uniqueness through social media posts. Another tip would be keep your content quick and quirky. Big brands like Burger King, Durex and many more quickly adapt to any trending social media activity and start creating content around it. For example, memes are the current trend and big brands have already incorporated it in their marketing strategy.
According to reports mobile app ad click-through rates (CTRs) have gone up by 32% YoY, while the opposite happened to CPC (cost per click) and it decreased by 33%. Putting money in your app promotion will increase your discoverability and get more people flocking to it.
With a broad range of audiences available, especially on Instagram and Facebook and their ability to segregate the audiences according to your needs makes these platforms an extremely effective advertising platform.
3. App Store Optimisation (ASO)
ASO does for apps what SEO works for blogs. It makes the app's discoverability imperative in a saturated platform. To accomplish solid SEO follow the below-mentioned steps :
- Keep a unique app name.
- Use relevant keywords but keyword stuff.
- Keep a description that clearly articulates the app's value. Keep it fresh with every app update.
- Always upload app screenshots highlighting core details and a descriptive video for the same.
- Always ensure positive app ratings.
- Influencer/Celebrity Endorsements
If there's anything we have learned from the Kardashians is the power of celebrity endorsements. If you do not have the funding to tie up with an A list celebrity then don't worry because there are plenty of options available.
With the boom of influencer marketing, there has come a large range of list of influencers that can fit all budget types. All you have to do is to keep in mind that the influencer or celebrity is aligned with the audience that fits in your niche. Apart from this, you can also connect with famous people you know from your industry and request them to promote your app on their websites or blogs.
5. Search Ads
With the launch of iOS 10, Apple introduced a new feature where companies can promote their apps within the App Store itself. This is a paid feature where you can bid for relevant search keywords and as soon as the users search for them, yours will be the first result to appear. AdWeek says that this method very effective and well-created adds can achieve a click-through-rate of 50% or more.
Conclusion
There are innumerable ways to approach when it comes to app promotion. It totally depends upon you which one is perfect for your app. Creating an entire promotional acquisition plan is a must and should be strategized smartly. Also, remember that word of mouth is the only promotional tactic that does not require any budget. Thus remember to keep your app's utility the best for your users, so that you can benefit from word-of-mouth app promotion.
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