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Laurent Gloaguen
in “ Mobile development“, 
January 20, 2022.

31 ways to promote your mobile app!

With dozens of new apps launching each day, competition among mobile apps is fierce. How do you make yours stand out? While a quality product is certainly important, it’s not everything. A robust publicity campaign should also go into the planning. Here are 31 ideas for an effective marketing strategy:

1- Choose the right title… Though this might seem obvious, spend some time thinking about the right title for your app. Is it memorable? Is it easy for potential users to find and understand? The name of your app not only helps it stand out in the App Store and in Google Play, but also ranks it in search results. We can’t say it enough, it’s a critical part of the mobile app promotion strategy.

2- ...and the right subtitle. Same goes with the subtitle, which should be suggestive. Avoid clichés and find words that summarize your app’s essential function.

3- Be descriptive. No matter whether it’s in iOS or Android, the description of your mobile app is crucial. This is when you highlight what makes it unique. Describe it in terms that resonate with your intended customer.

4- Get right to the point. In the downloads competition, you have just one glance to convince potential users. In a few words, explain what your app does and the advantages to using it. Be concise, dispense with jargon and overly technical terms, which are a turnoff to many people.

5- Think about SEO. Title, subtitle, description: combine all these so that your app ranks at the top of search results. Opt for key descriptive words that make it appear readily in search results. Ask yourself what queries your clients might use to find a product like yours. Likewise, deliberately select the categories in which your app will be indexed. These elements feed into your referencing strategy and are essential to promote and push your app.

6- Pay attention to your brand image. Besides the text content, you can also optimize how you present your app’s visual content and your logo, using screenshots and video. Less is more. Keep in mind, when you’re designing your visuals, that the first two images are usually the ones that will be the most visible on download platforms.

7- Keep an eye on ratings and reviews. They influence your app’s ranking in Google Play and App Store search engines. Did a user give your app a poor rating? You could contact the user to find out what happened and how to turn his or her experience into a positive. You never know, this could turn into the main improvement for the next update. You can also reply to users’ reviews. Again, ask questions, see how you can improve your offer, and be open to feedback. All this to say, use conversation to build customer loyalty.

8- Nudge word-of-mouth promotions. Have you thought of including a “Tell a friend” feature in your app’s profile? It makes it easier for users to promote your mobile app to their colleagues or friends. Help them along by offering different perks such as discounts, credits, etc.

9- Earn “App of the Day” status. In selecting the “app of the day”, Apple’s team reviews factors such as an app’s uniqueness, innovation and design, and user experience. To increase your app’s chances to be picked, you can send your story to the editorial team. Take a look also at Google Play, which has a whole process for promoting and highlighting apps.

10- Monitor your performance. A variety of audience analysis tools reveal how people who downloaded your app take ownership of it – or don’t. Use them to improve the quality of your product.

11- Design a landing page. This will establish your credibility. Web surfers might be reluctant to download your app if you have no other presence on the web. With this web page, they get an idea of who stands behind the app. What’s more, it’s a way to promote your new product outside the app download platforms and to appear in regular search tools. Your site is your storefront in addition to being a link to app stores. Again, less is more. A few sentences are enough to convey the gist of your offer.

12- Feed your current website. Does your business already have a web presence? Consider directly promoting your app on the relevant webpages. Think further than simply adding a tab. And don’t forget to optimize your site’s interface for mobile browsing.

13- Clearly define your target audience. Who is your app for? What problems does it solve? The better you define your goal, the easier it is to craft your message and to reach your intended audience. Ask, How old are potential users, where do they live, what language do they speak, what is their standard of living, their hobby, and what challenges will they overcome with this new tech solution? Such a customer profile will largely influence which medium you choose to launch your promo campaign.

14- Strengthen your presence. You don’t need to wait until the launch of your app to get people talking about you, quite the opposite! Blog posts, promo videos or social media posts that show your app’s progress can help you get the word out, build credibility, and start your network. You could set up a YouTube channel, as long as you broadcast new content regularly. There are so many ways to set the stage for your mobile app’s marketing launch.

15- Widen your circle. To increase your presence on social media, start following influencers in your field such as experts, groups or companies. It’s one way to reach a larger audience when you’re ready to promote your mobile app. However, avoid bombarding them with promotional messages -- only post what is relevant.

16- Establish yourself as a leader. Position yourself as an expert in your field by creating thoughtful content for social media, uploading a podcast or simply posting reference articles. Participate in conferences, get invited to panel discussions and offer online training. Once your brand is established, it will be easier to publicize your new app. It’s all about confidence building!

17- Start a test group. Set up a group that will test your mobile app before it officially launches. Not only will it help you develop a solution that truly addresses your future users’ needs, you will also gain valuable ambassadors during the marketing phase.

18- Get adopted. Who are the key experts and influencers in your field? Those are the people you must convince as to your mobile app’s merits. Prepare your pitch and run it by them. Are they still skeptical? It’s up to you to adjust your pitch – or your product -- accordingly. But don’t blanket them with messages.

19- Apply for awards. Certain organizations give awards to the most innovative, original, or best-designed applications. Consider applying, as this offers a simple and free marketing tactic to bring visibility to your mobile app.

20- Create a buzz. Make the launch of your app an event in itself. Organize an online party, gather users’ testimonials and experts’ reviews, start a contest or offer discounts to early adopters. All these actions must, of course, be in keeping with your brand image.

21- Don’t underestimate word of mouth. No one says it better than a satisfied customer. Why not ask your first customers to join you in extolling your app’s virtues? Don’t be shy to ask them to promote your app within their network, to download your app (which will help your ranking!) and leave positive feedback in the App Store or Google Play. Get your friends and family to pitch in as well.

22- Optimize your rating. By automatically asking users to rate your app, you can influence the algorithms. Program this request directly into the product at the specific moment when the user displays their engagement, such as when he or she reaches the next level. But don’t nag with incessant reminders.

23- Organize a contest. To attract attention during your launch and beyond, start a contest among potential users or offer discounts on the purchase of your app. It’s a way to increase downloads.

24- Make social media work for you. Social media can be very effective in helping you reach your future customers. Start by using these platforms to create a free publication that supports your app and disseminate it within your network. To access a wider audience, your next step can be to set up a paid-advertising campaign. Because they are so popular and they help with market segmentation, networks such as Facebook and Instagram are great at promoting an application, especially now with the available mobile advertising modules. Even platforms such as LinkedIn, geared more toward professionals, feature tools to orchestrate your application’s marketing campaign. Look into it.

25- Venture off the beaten path. Besides the usual suspects, there are several specialized platforms worth exploring such as Houzz, for people with a passion for interior decoration and renovations. Reddit lets you include sponsored publications in its targeted forums. Depending on your field, give some thought to tools such as Twitch, TikTok or Pinterest.

26- Lean on specialized tools. Heavy hitters such as Google have added an “application” rubric to their advertising module on Google Ads. You can peg specific targets to your campaign, such as increasing the number of downloads. Even Apple launched a new advertising service on its applications platform last spring. Whether iOS or Android, there are so many possibilities to explore in order to polish your marketing campaign.

27- Partner with another app. Because there is strength in unity, why not partner with an app that complements yours? Hello, cross-promotions! This might lead to new ideas and the creation of an even more all-inclusive solution.

28- Plan a public relations campaign. Though advertising on the web has many advantages, an all-out public relations campaign will bring even more visibility to your product. Identify the media and experts in your field that could get the word out for you. Prepare a press release with visuals to capture their attention. Also contact local and specialized media who might be interested in your story. Consider another angle – that of content marketing.

29- Map the most relevant blogs. Are there blogs that specialize in your industry? Do you know which sites review mobile apps? Contact them to introduce them to your new app, and encourage them to talk about it. The press is a powerful and free medium to market your product.

30- Add traditional advertising into the mix. Advertising on a site related to your field or in traditional media can raise awareness. If your mobile app has a very local appeal, you could even drop off business cards with neighbourhood businesses or show your colours with a print ad. This strategy would also work well if your field is very specialized. DoorDash stickers on restaurant windows come to mind, for example. The key is to be very focused.

31- Explore all channels. Are you still using business cards? Why not print a QR code on them that links to your landing page to hype your app? Embed a link to your landing page in your e-signature, which appears in each e-mail you send. Same goes for your blog posts, especially if you write for a third party. Remember to include this information in your company description on all social media profiles. Free advertising for your mobile app all around!

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