With a mobile app taking anywhere from several weeks to several months to develop, an app is a significant marketing investment for businesses. And with app development schedules being so lengthy, most marketers are chomping at the bit to get the app pushed live, but it’s also important to remember that the app itself will need to be marketed properly in order to achieve success. This critical component is one of the considerations that should be factored in to the overall planning well before the app’s launch. After all, just as a beautifully designed website will have difficulty being found without proper SEO tactics, so too will a smart app be lost in the app store without proper promotion. While app promotional strategy will vary by business, there are some standard best practices that can be followed in order to increase the number of downloads.
- Promote your app on your website. This is pretty much a no-brainer. There are a bunch of ways that you can let visitors know that you have a new app: create a banner ad letting users know what benefits the app provides, or create an entire splash page dedicated to how users can download and use your app. For easy access, put app store icons that link to your app in the header/footer of your site. Also, tie the content on your site to what’s on the app – give visitors a teaser or “sneak peek”, then provide a call to action for them to “Download the app” for regular updates and app-only content.
- Promote your app on social media. Leverage social media channels to push out your app. For example, do a soft launch by giving Facebook fans the opportunity to download and test your app before anyone else. Use YouTube to post a demo of how to use your app. And incentivize fans to download and share for a chance to earn a reward.
- Promote your app with PR. Do a press release to announce your app to the world. Write a blog about why you developed your app and what need it fulfills for customers. If you have an event, hand out cards that encourage users to download your app from the app store – include a QR code that makes it easy. Also, announce your app with an e-blast, and follow up with additional information when there is an update or new version.
With millions of apps in the Apple app store and Google Play, the only way to be sure to get your app in front of the right audience is to take promotions into your own hands. The visibility that these stores provide for your app and your business is just an added bonus.
