The icon you choose should be both recognizable and eye-catching. It needs to be a clear representation of both your brand and the function of your app. In other words, your icon should give users a strong idea of what they’re going to get once they download and open your app.
If you need help designing an app icon? Check out these logo design trends.
Prioritize app store optimization
While SEO and ASO are similar, ASO is specifically tailored to increase the visibility of your app in the marketplace.
Here are a few tips that can improve your ASO.
- Keyword relevance: One of the most important things you can do is optimize the keywords you use in your app’s title and description.
- Categories: When you submit your app to an app store, choose your categories wisely and strategically. Make sure you select a category that’s relevant to your app but not overly saturated.
- Positive reviews: As you get more positive feedback about your app, it will be ranked more highly, which will naturally improve download numbers. Prompting in-app reviews at key moments can help boost those reviews.
- Location: Consider where your target audience is located and tailor your app description for those areas. That might mean translating your app store description into another language or selecting relevant and appropriate images for that region.
- App use: Your app ranking is impacted by how many people use your app, as well as the percentage of people who download it and then uninstall it. So make sure you’re engaging with your app users on a regular basis.
- Social proof: The popularity of your app on social media can affect its ranking. Build a new social media account for your app or incorporate it into your company’s posts.
Launch a website and blog
Effective mobile app marketing requires more than just creating a good app—you also need to make sure it’s easy to find. Fortunately, creating a website and blogging can ensure your app gets the attention it deserves.
The web is usually the first place people go to search for solutions to their problems. Whether they’re looking for help with shopping, scheduling, productivity, or entertainment, you’re missing a large portion of your audience if you don’t have visibility on search engines.
You can set up an SEO-optimized website that expands on the information you provide in your app store listing. Consider including a blog on your site so that you can showcase different uses for your app and get the attention of users searching for topics related to your services.
Create a demo video
Not everyone will understand your app's benefits just from reading a simple description or viewing a few screenshots. Another way to showcase your app and increase downloads is to create a demo video.
Make a simple, 30-second video that illustrates the what, how, and why of your app. Place extra emphasis on usability and the most popular features of your product. Once you’ve produced your video, share it on your website and social media channels, and don’t forget to add it to your app store listing.
You can make the most of your marketing efforts by measuring and attributing downloads so you can learn and invest in the channels that are most effective and make the necessary adjustments to the ones not working as well.
A mobile attribution tool helps you tie the installation of your app to a single ad type, target audience, or platform so that you can optimize your marketing efforts.
Use mobile communication channels
Another technique you can use is connecting with your existing users directly on mobile. Whether it’s in-app messaging or push notifications, mobile-specific channels allow you to reach your users at just the right time with a targeted message.
Consider pointing them to a new feature you’ve released or prompting them with tips in a part of the app that may be hard to navigate. You can also have current users help you market your app by using in-app messaging and push notifications that encourage them to share on social media, refer a friend, or leave feedback in the app store. These are great ways to continue engaging users and promote your app, giving it the boost it needs to go viral.
Leverage in-app tracking
The data you collect from your current users can help you improve your product and your marketing tactics to increase your app's downloads and engagement. With in-app tracking, you can better understand your users’ behavior and preferences.
There are various in-app tracking tools you can use, and most begin with the installation of a software development kit (SDK) that allows you to connect to your app data. Many have features like custom tagging and behavior tracking to give you the information you need to improve the user experience and increase downloads.
Create deep links to your app
Another way you can substantially increase the downloads of your app is to create deep links into your app that allow users to easily drop into the mobile experience. This makes your mobile app more visible and accessible to users no matter which platform they find you on. They can also help you track the analytics behind it, allowing you to understand where and how users discover your app.
The first step in promoting your app on social media is identifying your audience. If your target is other businesses or industry professionals, you might want to promote your app on LinkedIn or Twitter. On the other hand, Facebook and Instagram are great for attracting individual consumers who have shown interest in products or services similar to yours.
Then, you can create hashtagged social media campaigns to generate a pre-launch buzz, grow brand awareness, or promote new and improved features.
Consider ad retargeting
One of the many benefits of having a dedicated website for your app is that you can use retargeting to run ads geared toward people who have visited your site but have not yet committed to a download. Those on-the-fence visitors will begin seeing ads reminding them about your app on Google, Facebook, and other websites that support Google Ads.
Encourage reviews and testimonials
Once a potential user finds your app, they might need some convincing that your service is reliable and valuable enough to download. This is where reviews can be useful. More positive user feedback will raise the visibility of your app and improve its rankings. Encourage user reviews through in-app messages or follow-up emails when users have a moment of success in your app, like completing a task or making a purchase.