App Marketing: The Ultimate Guide

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the variety of apps out there within the App Store and Play Store has reached 1.8 million and 2.8 million, respectively.


Table of Content

With the super quantity of competitors, you simply can’t cease at growing and publishing your app. As a substitute, you must promote it. Similar to advertising and marketing a product, you must comply with a set of app advertising and marketing methods to present your apps the recognition and desirability they deserve.

Actually, an app’s success closely will depend on how nicely it’s marketed. On this article, we are going to cowl one of the best app advertising and marketing methods in 2020, for each iOS and Android apps, and look into why they work so nicely.

Analysis and Validate Your App’s Idea

Suppose you’ve got an excellent thought for an app. Earlier than investing your money and time in growing it, it’s essential to be sure that the app you bear in mind is one that folks will look ahead to utilizing. One good way to do that is by asking your potential customers. Publish a ballot in social media, and let the customers resolve whether or not they’ll get pleasure from utilizing the app.

The subsequent factor to do is take a look at related apps, and look at how laborious the builders of these apps (your opponents) are working to impress the customers.

Look For Related Apps

By taking a look at related apps, you’ll be able to simply estimate the variety of downloads and the income you’ll be able to count on out of your app. It’s also a good way to validate your thought. Hit the App Store and Play Store with the key phrases associated to your app, and discover the apps you may be competing with. Should you discover that there are tonnes of comparable apps, it’s higher to rethink your thought or develop an app with distinctive options that can allow you to stand out.

Discover Your Opponents

The app advertising and marketing software AppFigures displaying the opponents for the Sport class. Picture Credit:

Figuring out your opponents is important for app advertising and marketing and to remain forward of the sport. One of the simplest ways to do that is through the use of App Store Intelligence Platforms. These cellular app advertising and marketing instruments will allow you to establish your opponents, their downloads, and different important stats that shall be helpful for app advertising and marketing.

Right here’s an inventory of some nice platforms to get insights into your app opponents:

  1. Appfigures
  2. App Annie
  3. Apptopia
  4. MixRank
  5. MobileAction

Overview Mining

One of the simplest ways to make your app stand out amongst your opponents is by together with intriguing options. And the simplest approach to establish these superior options is thru evaluate mining. Overview mining offers you a aggressive benefit and a set of precious information that may form your app advertising and marketing methods.

Right here’s how.

Test Your Competitor’s App Store Evaluations

Test the evaluations of your opponents’ apps. Take a look at the nice in addition to dangerous evaluations, and be taught from each. Each the App Store and Play Store have one to 5 stars as ranking parameters. So the very first thing to do is take a look at the one and 5 stars evaluations – this can give the dangerous and good features of your opponents’ apps.

Be aware of the place your opponents excelled and failed. Be certain these are mirrored in your app improvement course of. Whereas this step has little to do together with your cellular app advertising and marketing campaigns, it’s a stepping stone to your app’s success.

Embody Options the Customers Need

Evaluations generally is a gold mine as a result of it supplies info on the options your customers need. Customers may continuously be asking for sure options, which your opponents have failed to note. You possibly can embrace these options into your app, and use them for advertising and marketing and to point out how your app is extra useful to the customers.

For making evaluate mining simpler, you’ll be able to type the evaluations into classes.

Within the App Store, you’ll be able to type the evaluations as

  • Most Current
  • Most Useful
  • Most Essential
  • Most Favorable

Within the Play Store, you’ll be able to type the evaluations as

  • Most Current
  • Most Related
  • Constructive
  • Essential

You may as well view the evaluations of particular star scores.

Work together With Customers

One of the vital essential issues to do earlier than and after your app’s launch is to work together with the customers persistently. You are able to do this each on-line and offline.

On social media, you’ll be able to be part of teams of app entrepreneurs and entrepreneurs. This may allow you to achieve extra data about examined methods and what strikes folks. You may get into discussions a few specific function you propose to implement and get insights on whether or not or not your customers would welcome it. However, going to networking occasions will allow you to meet many like-minded folks and provide you with an outline of how the business adapts with modifications.

Folks interplay is fruitful as a result of it means that you can perceive your customers on a private degree and also will allow you to give you cellular app advertising and marketing concepts.

Determine Your Income Mannequin

Earlier than trying into tips on how to market an app efficiently, it’s essential to select the income mannequin of your app. The income mannequin is an important a part of app advertising and marketing as a result of it decides how you’ll compete with related apps. Should you make your app a paid one, and your competitor affords a free app, then likelihood is low to your app to realize a big person base.

Aside from making your utility a one-time paid app, there are a number of methods to monetize your app. A few of them are:

  • Freemium Mannequin
  • Subscription Mannequin
  • In-App Promoting
  • In-App Purchases
  • Sponsorships

Round 72% of customers discovered it to be okay to have in-app advertisements, in change at no cost app utilization. Should you want to develop your app’s person base, then the freemium mannequin or utilizing in-app promoting is a good selection. You possibly can embrace a number of app monetization methods and generate ample revenue from it.

App Title and Description is Essential

Your app’s rating on the Play Store or App Store is set by its:

  • Title
  • Description
  • Evaluations and Rankings
  • Set up Numbers
  • Different stats like uninstalls and engagement

When a person searches for an app (for instance, “yoga app” like within the above picture), the search rating algorithm matches it with apps which have the time period “yoga” in it. So while you resolve a reputation to your app, it’s at all times higher to incorporate a key phrase that pertains to your app.

If you wish to follow a selected identify, but rank up within the search outcomes, it’s higher to make use of a hyphen or a colon and embrace a key phrase – identical to how the productiveness app Forest did it.

Listed below are some suggestions that may allow you to in selecting your app’s identify:

  • Purpose for uniqueness
  • Embody a key phrase that’s associated to what your app does
  • Make it concise, but memorable
  • Don’t use misspelt phrases (customers may have a tough time discovering your app, attributable to auto-correction in keyboards)

Your app’s description is equally important for rating excessive within the outcomes web page. Be sure to embrace the related key phrases however by no means stuff it.

Within the App Store, the primary 2-3 sentences are crucial as they’re seen to customers with out them having to faucet on “..extra”.

Within the Play Store, performing wealthy formatting on the outline utilizing bullet factors and paragraphs could make it simpler for customers to learn. You may as well use emojis to make the outline extra interactive.

Begin Early

To get essentially the most out of app advertising and marketing, it’s essential to begin advertising and marketing as early as throughout the app’s improvement. Generate a buzz earlier than pre-launch. Give a glimpse or sneak-peek of your app’s options to your customers. Use social media and e mail lists to let the world know that your app is on its means. Do observe that the Android app advertising and marketing technique and iOS app advertising and marketing technique are related, besides in terms of App Store Optimization (ASO).

Suggestions and Response From Builders

Getting enter from the builders is a good way to excellent your app. There shall be a number of missed functionalities that may require tweaking to make them higher. A person will most likely take a look at the UX of your app. In distinction, a developer will level out the issues in design and improvement. Builders can provide insights on tips on how to body an efficient app advertising and marketing technique as nicely.

In-App Advertising Methods to Carry out

If the app you are attempting to market is poorly developed, the complete effort in app advertising and marketing will develop into futile. You want to excellent the app as a lot as doable. Right here’s how.

Catchy App Icon

The very first thing customers discover about your app is its icon. Be certain the design of your app’s icon displays what your app does, and on the identical time, impress the viewers sufficient to attempt it out. App icon updates are the second most frequent type of ASO.

Experiment with the design – use A/B testing. See which icon design brings in additional downloads. Picture Credit:

Some tricks to make a nice app icon:

  • Don’t use phrases in it
  • Consistency is the important thing – When you have a number of apps with the identical idea, attempt to hold the design related
  • Use borders – this might make the icon stand out in any background

Person Expertise

Undoubtedly, the person expertise varieties the muse of your app’s success and performs a vital function in app advertising and marketing. Be certain your app is straightforward to work together with. In case your customers discover the expertise they search inside your app, they’re extra prone to suggest it to their buddies.

A wonderful instance of intriguing UX is the language studying app Duolingo. Though studying a language generally is a troubling expertise, Duolingo turns it right into a sport. Its UI is great, and by no means leaves the customers confused.


Creating memorable app designs is a good way to retain customers. The design is a technique your customers will bear in mind the app. Give consideration to the small particulars – attempt together with charming sounds and transitions that customers will discover pleasant.

Be certain the design is optimized for all units. Additionally, guarantee your app appears to be like constant on each the iOS and Android platforms. This could be useful to your customers migrating from both platform.

Push Notifications

Push notifications can considerably enhance the engagement charges of your app – however don’t be too pushy. A number of customers may need put in your app and forgot about its existence. Push notifications can remind them about your app.

Some nice issues to do with push notifications are:

  • Personalise the notifications with the person’s identify
  • Show real-time info
  • Ship information on affords and promotions

Push notifications are 7X instances extra prone to be opened than an e mail. Additionally, with segmentation, push notifications can enhance retention charges as much as 93%.

Do observe that the utilization of push notifications differ in iOS app advertising and marketing and Android app advertising and marketing, contemplating the variations within the OS surroundings and person behaviour (shall be mentioned later).

Make Your Customers Market Your App

In app advertising and marketing, nothing can beat the facility of the phrase of mouth (WOM). Most often, folks begin utilizing an app solely as a result of somebody advisable it to them. An individual recommending your app is a loyal buyer of your app.

An individual tends to suggest an app solely once they discover it usable or pleasant. Should you reply to your customers’ wants accurately and replace your app with improved functionalities, they’ll follow your app and convey their buddies as nicely. Be sure to have clear social share choices inside your app to let your customers unfold the phrase.

Buyer Suggestions and Evaluations

A majority of apps lose customers once they fail to take heed to them. Simply as you evaluate mine your opponents, it is best to continuously look into what your customers are saying.

Be certain there’s a bit inside your app that lets customers ship their suggestions and don’t neglect to answer them. Should you don’t, customers usually tend to publish their points as evaluations on the app Store – which is extremely unfavourable.

Evaluations in App Store

Replying to every evaluate on the App Store or Play Store is a wonderful gesture that many customers will respect. These is likely to be requests for higher options or recognition of your efforts. Both means, reply to them with out fail. Some customers may deliberately place false evaluations to tarnish your app’s fame. Maintain a test on them, and make sure you take away them.

Additionally, most customers don’t put evaluations except you immediate them to do it. Remind them..


If a person downloads your app and retains it unopened, then you definitely lose – it is rather like uninstalling your app. For this, carefully monitoring the analytics of your app is important to grasp how customers are utilizing it. Fortunately, each the App Store and Play Store provide insightful analytics.

The App Store Join displaying the person developments for an app. Picture Credit:

For instance, if the analytics reveals that customers stick on to your app after the fourth day of putting in it, it will be a good suggestion to provoke engagement methods to retain them.

Right here’s an inventory of some cellular app advertising and marketing instruments helpful for analysing person behaviour in your app:

  1. Mixpanel
  2. Appsee
  3. Amplitude
  4. Localytics
  5. Countly

Advert Trade

When you have a restricted finances for app advertising and marketing, advert exchanges are an ideal possibility to contemplate. With advert change you’ll be able to collaborate with different builders to show your app’s advertisements on their apps, in return for displaying their commercials in your app. Whereas selecting your collaborators, be sure to get the identical variety of app installs you can present them with.

Constructing Your App’s On-line Presence

Relying solely on the app shops to your app to be discovered received’t collect the traction it deserves. As a substitute, you must take your app and promote it the place your customers hang around on-line. Most often, an app succeeds when it’s profitable in constructing a group round it. This implies rising your app’s on-line presence. Let’s take a look at the way it’s accomplished.

Web site

It’s at all times higher to launch your web site as early as your app’s improvement section. Even in the event you don’t spend a lot time or effort into it, having a primary set of options would do. You should use the web site to show the options of your app. You possibly can even embrace a countdown in your website in case your app is but to be launched.

Begin primary and add extra options as you progress. Make the web site’s content material straightforward to learn with a lot of white area. Customers should have the ability to simply navigate by the options of your app and be led to a CTA to obtain the app.

Listed below are some must-haves in your web site:

  • A wonderful touchdown web page with information in your app and its options
  • App screenshots
  • App promo movies displaying your app’s interface
  • Subscriptions kind in case your app is in improvement
  • Person evaluations
  • Hyperlinks to your different apps, if any
  • Obtain hyperlinks to the app shops utilizing Storebadges
  • Contact information – make it simpler to your customers to achieve you


Headspace makes use of their blogs to debate the mindfulness ensuing from meditation, which is the distinctive promoting poing (USP) of their app

Blogs are a superb means for natural app advertising and marketing. You may simply add blogs as a bit inside your web site. In case you are nonetheless within the improvement section, you’ll be able to replace your blogs with the progress of your app’s improvement. In case your app is on-line, you’ll be able to weblog in regards to the function updates.

One other means to make use of blogs for app advertising and marketing is by speaking about a problem (one thing that bothers customers) and clarify how your app solves the issue. You may as well produce content material inside your app’s area of interest, aimed toward educating your readers (and wittily introduce your app into it). For instance, in case you have a productiveness app, you’ll be able to publish blogs about suggestions to enhance productiveness.

Social Media Advertising

Consider a room the place your whole potential prospects are at all times current. Sure, that’s social media. Whereas blogs would require customers to go looking, utilizing social media, you’ll be able to current your apps in entrance of the customers. How nicely you current your app determines downloads and person engagements The most effective locations to start out:

  • Quora
  • Reddit
  • Fb
  • Instagram
  • YouTube
  • Pinterest

The On-line ballot app Slido is promoted in Quora as a solution to a person’s query “What are one of the best ballot apps?”

Electronic mail Advertising

The language studying app Duolingo makes use of e mail advertising and marketing to deliver unengaged customers again to the app.

Electronic mail advertising and marketing is a hidden gem principally missed in app advertising and marketing. The e-mail record collected out of your app in addition to your web site is a wonderful technique to enhance person retention. Entrepreneurs who used segmented e mail campaigns witnessed as a lot as 760% enhance in income.

Utilizing e mail advertising and marketing, you’ll be able to ship:

  • Data on in-app buy reductions
  • Reminder of occasions
  • Weekly publication together with your weblog updates

The probabilities are limitless.

Video Advertising

Grammarly makes use of video to point out the advantages of utilizing their app for rising productiveness.

Video is the simplest and extensively used type of media in a content material technique. Video content material is 12 instances extra prone to be shared than different codecs. You possibly can incorporate video into your social media methods and achieve higher followers. With video advertising and marketing, you’ll be able to carry out the next:

  • Promo movies of your app’s advantages
  • Show your app options with convincing visuals
  • Person generated content material (UGC) as evaluations

App Store Optimization (ASO)

App Store Optimization (ASO) is the method of optimizing an utility for gaining most visibility in app shops throughout Search (when a person searches) and Discover (when a person browses). The most effective ASO practices can maximise the variety of natural downloads with out spending an excessive amount of on person acquisition.

What Are the Advantages Of ASO?

The variety of downloads of an app is instantly associated to its place within the search outcomes – the upper, the higher. Most customers discover apps by Search in app shops. If you need your app to be available by search, then ASO is a should. Additionally, correctly executing ASO is among the most helpful app advertising and marketing methods. Listed below are among the many advantages of ASO:

  • Bettering visibility and serving to your customers discover your app with ease
  • Match your app with related key phrases, which might assist customers who’re on the lookout for apps of your area of interest
  • Improve natural downloads
  • Scale back person acquisition value
  • Get extra customers throughout completely different nations utilizing localization (shall be mentioned later)

ASO for App Store and Play Store are much like an extent. What differentiates their ASO are elements like character restrict, and the affect of particular elements on search. Briefly, the Play Store views ASO extra near web optimization than the App Store does. Similar to the significance of key phrases for web optimization in google search, Play Store too offers significance to key phrases. In distinction, utilizing key phrases in descriptions within the Apple App Store has no affect on search.

Rating Components for App Store:

  • App Title
  • App Subtitle
  • App URL
  • Key phrase Discipline
  • Obtain and Engagement
  • Updates
  • Rankings and Evaluations
  • In-App Purchases

Rating Components for Play Store:

  • App Title
  • App Description
  • Backlinks
  • Downloads and Engagement
  • Updates
  • Score and Evaluations
  • In-App Purchases

Do observe that ASO isn’t just about Search. Let’s take a look at tips on how to market an app utilizing ASO.

  1. Select a set of key phrases to your app to be discovered. Key phrases should embrace:
    • Major app options together with synonyms
    • App’s class
    • Phrases customers use to explain this class
  2. Fill within the App title and Description as mentioned earlier than. The Play Storepermits 50 characters within the title and 4000 characters within the description. The App Store permits 30 characters within the title and 4000 characters within the description. Attempt to embrace key phrases in your app description, particularly for Play Store
  3. Discover the proper app icon utilizing A/B testing
  4. Embody insightful screenshots and movies
  5. Reply to your evaluations

ASO is a unending course of in app advertising and marketing. It may well’t be left unattended for too lengthy. One of the simplest ways is to maintain on tweaking with the elements of your app web page. Additionally, carry out A/B testing for the outline and key phrases to seek out one of the best mixture that brings in essentially the most downloads.

Whereas performing ASO, needless to say the optimization isn’t just for the rating algorithm. It’s for the person as nicely. How informative and related your description is to the person will finally resolve your app’s success.

Right here’s an inventory of some cellular app advertising and marketing instruments for ASO and key phrase analysis:

  1. App Annie
  2. Cell Motion
  3. Appcodes
  4. AppFollow

App Store Localization

Localization is an integral a part of ASO that customises your app web page for different languages. This may assist your app rank greater in search leads to nations the place customers use a special language to go looking. It’s noticed that localization boosted app downloads by 300%.

Within the App Store, you’ll be able to localize into 40 completely different languages. Within the Play Store, you’ll be able to localize into 77 completely different languages.

Whereas performing localization within the Play Store, be sure to uncheck auto-translation.

You have to localize:

  • Key phrases and textual content
  • Video content material
  • Screenshots
  • App Previews

Get Featured within the App Store

Getting featured in each the Apple App Store and Google Play Store is a prestigious recognition to your app. To your app’s distinctive construct and person expertise, your app has been chosen and urged to customers.

Getting featured brings in additional visibility, downloads and credibility as your app has been carefully monitored by the specialists within the app shops. Within the App Store, a featured app comes below the Featured class, whereas within the Play Store it’s proven as Editor’s Alternative.

How To Get Your App Featured within the App Store?

  1. Design interactive UI and intuitive UX
  2. Carry out app localization and ASO
  3. Use Apple’s API
  4. Replace your app continuously with thrilling options
  5. Enhance your app’s accessibility, in keeping with Apple’s accessibility tips
  6. Fill the Get Featured on App Storekind

How To Get Your App Featured within the Play Store as Editor’s Alternative?

  1. Keep your app’s high quality
  2. Make it seamlessly accessible throughout all Android units (tablets, TV, wearables)
  3. Make use of the developer instruments from Google to make your app sturdy
  4. Comply with the Android App Launch Guidelines
  5. Design in keeping with Google’s Materials Design
  6. Carry out StoreItemizing Experiments
  7. Carry out app localization and ASO
  8. Pitch your app to high-traffic websites like Android Authority, Product Hunt, TechCrunch, and Android Central to get seen by Google
  9. Use Google as your fee supplier and by no means make your app obtain different apps

Get Featured in Cell App Overview Websites

To get featured on an app evaluate website, you must pitch them your app’s idea. Together with that, your app will need to have the next:

  • Spectacular UI and UX
  • Distinctive contents
  • Stability with no bugs or glitches

Whereas pitching your app to a evaluate website, be sure to embrace the next:

  • Hyperlink to your app within the app Store
  • A concise paragraph describing your app and why it stands out
  • Screenshots of your app together with in-app content material, brand and title display screen
  • Hyperlinks to movies of your app, if any
  • A promo code to make use of your app at no cost, if it’s a paid one

Should you get featured on an app evaluate website, you’ll be able to count on tons of app downloads.

Influencer Advertising

Influencers can drive app installs considerably by bettering your app’s desirability and consciousness amongst new customers. One of the simplest ways to do that is to seek out influencers inside your app’s area of interest. For instance, in case your app is a house exercise app, join with a health influencer and pay them to advertise your app. YouTube, Fb and Instagram are nice platforms for influential advertising and marketing. You should use Deep Hyperlinks (mentioned later) and even provide low cost codes by these influencers for in-app purchases.

Apply For App Awards

Taking part in app awards can usher in a lot of publicity, downloads and evaluations to your app. Though profitable an award totally will depend on your app’s idea and the best way you pitch it, in the event you do it proper, app awards can provide your app the success it deserves. Listed below are some nice app awards websites:

Paid App Set up Advertisements

Paid advertisements have gotten an more and more widespread app advertising and marketing technique for driving app installs. You possibly can spotlight the important thing options of your app and mix it with witty copies to impress your customers and enhance app installs.

You possibly can run your paid advertisements in social media, search engines like google and yahoo and even seek the advice of with cellular app advertisers. Each the App Store and Play Store enable app set up advertisements to drive higher installs.

Deep Linking

Deep linking is a comparatively new time period in app advertising and marketing, however it’s changing into essential. In easy phrases, deep linking bridges the hole between internet and cellular apps. When a person browses the web utilizing a telephone, a Deep Hyperlink can ship the person instantly from the net to the particular content material in an app. For instance, if a person searches for a location in an Android browser and clicks on the Course button, the person is redirected to Google Maps with the situation entered.

One other benefit of Deep Hyperlinks is that even when a selected app isn’t put in on a person’s gadget, they are often prompted to put in it.


Health app MapMyRun cross-promoting MyFitnessPal app from the identical writer.

You in all probability received’t cease with releasing only one app. When you have multiple app, you should utilize it to cross-promote different apps. If all of your apps are inside a distinct segment, then likelihood is excessive you’ll achieve higher installs in the event you cross-promote. If that is your first app, you’ll be able to ask different fellow builders that can assist you with the promotion.

Often Roll Out New Updates

Protecting your app up to date is a good signal that reveals your dedication to it as a developer. It may well enhance the options of your app, allow you to keep related with altering developments and add extra options the customers need. With rising considerations for safety, updates could make your app safe and free from bugs.

Retain Current Customers

Protecting your current customers is as essential as buying new ones. Whereas the engagement price of an app is extremely depending on the relation that it has to a person’s each day life, there are a number of methods you’ll be able to draw customers’ consideration to your app. Listed below are some concepts:

  • Make the sign-up or login course of simpler
  • Ship personalised push notifications
  • Use social media and e mail advertising and marketing
  • Give customers loyalty rewards
  • Be open to customers’ suggestions

iOS and Android Customers Behave In another way

There’s a substantial distinction in customers’ behaviour whereas utilizing the iOS or Android Working Programs. As an app developer or marketer, it’s essential to know the distinction for efficient app advertising and marketing. The distinction relies on the person expertise every OS affords, which additional shapes the customers’ expectations of how the OS will behave.

In less complicated phrases, the person expertise would resolve how the customers interact and make decisions throughout the OS.

Right here’s how:

  • Practically 3.5% of Android customers and 1.8% of iOS customers open push notifications.
  • It takes an iOS person on a median 7 minutes to open a notification, in comparison with the 48 minutes taken by an Android person.
  • An iPhone person spends twice as a lot as an Android person, regardless that android apps have way more downloads
  • iPhone customers are extra inclined to make a purchase order utilizing their telephones.

Briefly, a median iOS person is extra lively than a median Android person. When performing each iOS app advertising and marketing and Android app advertising and marketing, it’s essential to hold these stats in thoughts to channel your sources the best means.

Closing Ideas

App advertising and marketing is a unending course of that requires frequent tweakings. It’s higher to start out advertising and marketing your app whereas it’s being developed.

You possibly can’t outline a set of app advertising and marketing methods that may work for all apps. It is because every app differs in its very nature, and so should be marketed accordingly. The secret’s to be in line with app advertising and marketing. Keep in mind to carry out A/B testing with every part.


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