Build it and they will come. It’s an age old phrase, but it isn’t always true – especially in the world of mobile apps. So mobile app marketing is an essential part of any strategy.
With more than 2 million apps in the major app stores alone, even getting yours noticed is a challenge. But the app stores come with search facilities and that means rankings, which means experienced web marketers have been here before. As with websites, you need to think about how to work your app up the rankings with App Store Optimisation (ASO).
Of course the higher the rank, the higher your visibility in the store and the more chance of selling or disseminating it. So you need to produce keywords that match your customer’s requests and likely way of inputting them. Get these right and you’ll be well on your way to a higher ranking, you’ll also begin to understand your customers better.
Forrester claims that 63% of apps are discovered through store searches, which makes them far and away the best places to focus your efforts. It also makes effective App Store Optimisation one of the best investments you can make. You should work constantly on your ASO and get some outside assistance if you’re not sure what to do. It’s that important.
Use an obvious title that sums up the subject and ideally contains a top keyword, then use the remaining keywords in the description and then regularly tweak the words to ensure you’ve got the best possible combinations. The number of downloads is a critical part of the ASO, but then that is down to the audience. are the ratings and reviews, although you could easily manipulate those figures with a little social and traditional marketing and PR.
A press release to the relevant blogs and article submission on Reddit and other sites can work wonders, together with Facebook and Twitter publicity. And of course you can employ the services of a marketing agency for a full mobile and digital campaign to launch an app that is likely to reap big rewards.