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Working in a mobile apps dev company for 2 years now, I’ve interacted with various business owners and entrepreneurs who invested lots of $$$ in building their apps, all in vain unfortunately. It’s not because their idea was not original or the app had oodles of bugs, but rather the false expectation of immediately reaping the rewards after uploading their apps on App Stores. For small businesses, it’s almost always a tough call when it comes to bearing the cost of marketing and promotion.
If you’re from the same small businesses and entrepreneur pool, having just launched your prized race horse app and ready to market it, but being held back due to a budget restriction, this article is for you. I’ve gathered 11 tried-and-true methods that will let you market your app just right, so that it gets a nice spot on the app store and sets you on the road to success. You have to put your people skills to the test and forge a healthy business relationship with them. Customers are the backbone of any business and it is because of them many businesses enjoy continued success. According to Bain and Co., “…a 5% increase in customer retention can increase a company’s profitability by 75%”.
If you have a mobile website that gets a decent amount of traffic, it’s time to use that to your app’s advantage. Participating in app awards is the most recommended channel and I would highly suggest you take advantage of it. Yes, I’m talking about SEO not ASO… what happens is your app URL shows up in search results when users key-in related queries; for example when they look up music apps, you want your app to start popping up among the first 5 entries or so, before users hit Enter. Let’s say your app is related to music; Google the term “best music android apps” and see what results you get. Out of these 5 top results, at least 4 of them are high authority blogs that can be contacted toyou’re your app featured.
You’ll notice Squarewallet really stands out by using a simple design but a great use of color to almost make it look like a hologram. In this image you can see how some top apps make use of a simple pallet of colors to make their icons stand out and build a recognizable brand. Finally, some of the most popular mobile apps with a great take on the idea of leveraging a logo icon over text.
Just taking a screenshot of your app and dropping it in the app store, while simple, does a really poor job of getting across what you’re trying to show that potential user. Adding captions and adding more visual elements to your screenshots is the best way to turn a boring task management app, into a high download winner. Vine’s app page is able to put you in a scenario where just by looking at the screenshots, you can fully understand the features offered within that app. App store optimization (ASO) is, at it’s core, search engine optimization (SEO) for the Google Play and App Store. With almost half of iPhone users in the US finding apps through search, your app description is one of the most important things you can focus on in your app marketing efforts. It’s also really easy to get started with competitor research through platforms like App Annie where you can search something like “healthy recipes for women” and see what apps show up and their ranking. We wrote an entire article just about how app store optimization and mobile search engine optimization work. Spendee is a great example of a great mobile app landing page that has all the elements needed to acquire users, inform users, engage users and help them share easily. Breaking it down, while the page has multiple links out, the two most noticeable links are the App Store and Google Play Store buttons.
As you scroll down, each panel has a single call to action, which leads directly back to the main call to action – to download the app. The second last panel even has social proof from news outlets as well as actual users of the apps. If you’re stuck on building your own app landing page, here’s a great template that has all the elements you’ll need.
Having an app landing page is great, but chances are you have traffic going to your business’s website already. It’s simple, stays at the top of all your pages and you can just get the most essential information across with a link to your app landing page or directly to the App Store.
If you’re already in the social media game and have a Twitter profile, Facebook page or Linkedin page, make use of that space to promote your app. Getting press and reviews about your app is an easy way to capitalize on another site’s traffic. If you get featured on The Next Web, you can expect tens of thousands of unique visitors in the first 24 hours to hit your website and your App Store page. We’ve compiled a list of 113 of the BEST places for you to submit your app for review and to get press. Be sure to read the next promotion method below to get your app promotion materials in order!
Most journalists are pressured by deadlines to have new content out and because of that, they don’t have time to spend following up leads or trying to find more information on stories that are sent in.

To make sure you have the best chance of getting your story published, you’ll want to make sure you have everything a journalist will need in your PR kit. Your app summary guide is a walkthrough of what the app is, how it’s used, who it’s targeted to, the problems it solves and any other information surrounding why the app was created as well as why it matters. You’ll need both app screenshots (like you would have in your app store listing) as well as lifestyle pictures in your PR kit. Give the news outlet all the icon sizes, logo sizes and other design collateral they’ll need so they can keep your branding in the article clean. Changes to those articles can often take weeks to get through because they’re taken as the lowest of priorities. A good promo video can do wonders for helping people understand what your app is all about.
Often you’ll see quotes from the founders about their decision to build an app or about their decision on the market they’re after. When you have your press kit and press release ready to go, here’s 20 free press release distribution sites to get you started thanks to Mashable.
Clear’s promo video is a great example of how simple it should be to get across just enough information to entice a download.
For example, if people search for “the best list making app” and you’re YouTube video title matches, your video will show up before the rest of the search results. Social media, despite the heavy focus by most businesses, is still a very under utilized channel of promotion.
When you launch something like a mobile app, it’s a big achievement for the company and it can mean any number of things for your customers.
Announcing your app launch as a company update is a great way to keep your customers informed about a major company change. It can often take weeks if not months for all of your existing customers to know that you’ve finally launched a mobile app.
Add your app download links or a link to your app landing page to your email signature as a really easy way to drive downloads over time simply by sending the emails you normally send.
For example, if you had 4 people in your business each sending out an average of 20 emails a day (that’s a really low estimate), that’s 80 people that you’re able to inform per day about your mobile app. If you run a brick and mortar business, the best way to drive ongoing app downloads is to leverage your foot traffic. By placing a QR code, or even just a sticker for the Google Play Store and App Store in your window, you’re informing your customers that you have a mobile app. Similarly, by having a QR code on your business cards, everyone that get’s a card can have a direct link to download your app in their pocket. Linkedin is a massive social network with 400 million business professionals and Facebook has over 1 billion users.
Find groups that are made up of people that closely resemble your existing customers or your ideal customers and share the app with them. If you find a big group, contact the admin of the group and ask them to partner with you to promote the app. Some larger meetups can involve hundreds of people while a decent size conference can attract thousands. Leveraging the power of influencers can be the best way to drive mass amounts of traffic to your mobile. You can also automate this slightly, using tools like, where you can schedule a bunch of tweets through Buffer to be drip fed over time. In the world of digital, it’s highly unexpected to do anything fully offline and see results. The result was over 3,000 downloads (a ~15% conversion rate) and amazing social media exposure. So they end up giving a backseat to marketing and relying solely on hopes and dreams to make it. Once they let their guard down, let them know about your app’s current status and value every ounce of feedback they hurl at you.
Retain your customers by letting them know about your app’s idea and ask them what they would really like to see in it. These people are ideal candidates for a ‘targeted group’ who will be happy to use your app right from the get go. According to One Platform Foundation, if an app is submitted on other relatively less popular stores, it will increase the expected downloads 200% more compared to Google Play. Also analyze which keywords your app is currently ranking on, build some quality links accordingly to boost rankings. Due to that noise, many people choose to take interest in apps, only when the app icon entices them.
Just like search engine optimization, app store optimization focuses on keyword relevance, search relevance and the keyword density in your description.
Having a great landing page is like always having a great business card, just in case you ever need it, it’s good to have with you.

They’re multiple times larger than the social sharing buttons, great to have for helping visitors to the site share the app, and they stand out just as much as the images to the right of them. If you get reviewed by a popular app blog like AppAdvice, you can expect a similar amount of traffic to flow through to your website and App Store listing. With a cumulative total of over 11 million Twitter followers, over 6 million Facebook fans and tens of millions of unique visitors per month, features on any of these websites can mean lots and lots of downloads for your app. It should cover off the problem your app solves, why it’s being released now and any other stats or facts surrounding the benefits of using the app. The last thing you want is to be featured on TechCrunch with a blurry logo because you only sent them one image size.
By seeing it in action, they can make a very conscious decision about their choice to test out your app. These types of quotes help set a message about the company behind the app and build a strong brand for the company behind the app.
It’s a quick and easy way for someone to understand the most common use case behind the app and how they could use it too.
While this video may seem simple compared to other app promo videos, the video generated over 1.2 million views. Despite it returning over 800 million results, the first thing it displays is Adele’s song Hello.
Sending the message once is good, but sending it multiple times over a month or two is even better. Now if you were to take the same message, re-write it 4 or 5 times and send it out once a week for 5 weeks, you’re theoretically reaching 80% of your Facebook page audience. Make sure they’re getting the message by re-posting the same content but with a different message.
You can leverage your social network to drive traffic and cite the blog post in your email signature to make sure those you’re in contact with know your have a mobile app. But those same customers that don’t know, likely get emails from you weekly or maybe even daily. They represent many markets, many industries and has groups for just about everything you can think of. It could be in exchange for money as a paid promotion or it could be a referral partnership where you pay for each download or each new customer. Simply bring along a stack of business cards with your app download link on them and give them out to everyone you speak to. Have a brief initial conversation with the people at the event and then hand them the business card. The guys over at Dojo have had amazing success in doing the unexpected and just appealing to people on an offline and one to one medium. They decided to take to the streets with a simple and super effective letter  to appeal to the interest and curiosity of people. I’ll be sharing this with some friend, I told him to try the awards point it seems interesting. Take special care while working on the architecture and think how you can make it easy for them to spot your app. Capitalize by incorporating your app links into newsletters, customer service emails and also make it a habit to use it in email signatures.
Make it humorous, entertaining and informative so that your audience can easily relate to it.
Although the chances of winning very much depend on your pitch and app idea, however, if you manage to get things right the first time, you can expect to enjoy a little stardom. You can build great relationships with them which might present the opportunity to cross promote each other’s apps without spending a cent. If you’re sending this PR kit to a few dozen news outlets, you want to ensure they’ll have the option of not choosing images other news outlets have already used.
Be sure to provide valuable insight and also link to your mobile app or to your mobile app’s landing page.
They handed out 19,000 of these letters and during prime commute hours, hand them out to commuters. Publish it in your official YouTube channel and also embed it within content you’ll be producing in future. It’s a great way to get lots of new users on the app and also get feedback for improvement. Typically this is seen in the internet marketer space but it can also be used in mobile app promotion in order to drive high-quality relevant links and traffic to your mobile app’s landing page or download link.

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