This strategy is for: App publishers who have already found a good product-market fit, have worked out most of the bugs in their app, and have established a good user base in their primary country. Localization will only work if you are looking to scale a quality app. If you are still trying to figure things out, localization is just a waste of time. Focus your time and energy on doing well in one country first.
Table of Content
Localization is the process of customizing your app so people in other countries can use it. We aren’t just talking about translating the words in your app.
There are many other conventions that also need to be localized, such as temperature, currency, units of measure, and more. This can take a lot of work, but the payoff can be huge.
In one of our case studies, a customer increased their app downloads by 300%, just by localizing for one country.
This strategy is for: App publishers who have the ability to create high-quality guest posts on topics related to their app’s topic.
If you are in a niche that lends itself to content marketing, guest blogging can be a great way to get the word out about your app. For example, if you have a workout app that helps people do High-Intensity Interval Training (HIIT) workouts, you could guest post on the well-established health and fitness blogs out there.
Share your personal experiences, or if you can get permission, share the stories of some of your users. These blogs are always looking for high-quality guest posts because it means that they don’t have to do the writing and it provides their audience with actionable information.
…and you will just so happen to mention your app and get some publicity too.
It can work out well for everyone.
Start a Podcast
This strategy is for: Publishers who have an app where the target audience would benefit from the supplementary information. For example, a to-do list app could create podcast content related to productivity and time management.
A podcast can be a great way to reach your target audience and establish a personal connection with them. When people can hear an actual voice, that goes a long way to creating trust and rapport.
Create a Personal Brand
This strategy is for: App developers who anticipate creating multiple apps in the future and want to be able to create a personal online presence to promote these apps. A personal brand can also help with future projects that are not necessarily related to apps.
A personal brand takes time to build, but it can pay off big in the future.When you create a brand around your personality and what you stand for, people who resonate with that will follow you and listen to what you have to say.
For example, Richard Branson has built his brand around having fun, helping entrepreneurs, and not wearing a tie. What do you want to be known for? Build your personal brand around that.
Establish Your Social Media Presence
This strategy is for: App publishers who have some time and/or help to create content for social media.
Now, let’s dive into social media.
There are two ways that you can do this. If you have the time to do this yourself, you can take a couple of hours every week and do this yourself. When it comes to how to promote your apps, social media can be an investment with huge amounts of return potential.
Reddit can be a great source of traffic, but you have to play the long game. With some social media platforms, you can sign up for an account, drop a few links and call it a day.
Not on Reddit. You will get blacklisted really quickly if you are too promotional. So start by inserting yourself into active subreddits that make sense for your app. Then be very transparent about who you are and why you are there. Be as helpful as you can and gain trust within the community.
This can go a long way to helping you build trust in your brand and your app.
In contrast to Reddit, you can get traction on Quora very quickly.
You just have to be genuinely helpful.
Sign up for an account and just start answering questions on topics related to your app. Remember to only answer questions that have the potential to get you traffic and have a lot of followers/views.
A key metric that you can look at is the ratio of question followers to answers. If this ratio is high, then this is a good place to post because it is very likely that a lot of people will see it.
For example, here is a question with a great follower/answer ratio.
Once you find some good questions to answer, leave a link to related content on your website. If you don’t have a website, then you can leave a simple disclosure that goes something like this:
Disclosure: I am the founder of [app name with link], an app that shows you counterintuitive ways to be more productive on a daily basis.
Quora has an algorithm that decides how to rank your answer on the question page, so in order to rank higher in the pages follow these steps:
- Actually, answer the question. Some people get so caught up in promoting their app or trying to show how smart they are, that they forget to answer the question. Don’t be that guy/gal.
- Add at least 1 related picture. All else being equal, including a picture seems to pop answers to the top of the list. This can be a huge advantage when you are competing against really good but text-heavy answers.
- Start with a related story or open with an unexpected statement to stand out from the other answers. This can pique people’s interest and get them to read your other answers.
- Make sure that your answer has a good length. At the time of this writing, the overall answer length on the page seems to make more of a difference than the number of characters in your answer. So keep your paragraphs short and easy to read.
- Get your friends or co-workers to upvote your answer. Also be sure that you answer is upvote worthy, for complete strangers.
Make a habit of answering questions on a regular basis and measure the results with Google Analytics or the analytics platform of your choice.
This is a great place to launch your app. There are a few hoops that you have to jump through, however.
It used to be that you had to be invited to Product Hunt by an existing trusted member in order to post products. But now, you just have to do a few simple tasks and you are in there.
Contributors are allowed to post new product discoveries and leave comments. Many apps have been launched successfully on PH, but you have to understand how the platform works.
Product Hunt also has a questions section where you can answer questions related to your app. I’m not sure if it is as effective as a marketing tool as Quora, but it is worth a try.
All apps should probably have at least a couple of promotional videos on YouTube. You know, for your website or to link to in your emails.
Beyond that, YouTube isn’t a platform that all app publishers have to pursue.
However, if your app is related to a topic that can potentially have a lot of great content, then you should at least consider it. One example would be if you have a personal productivity app, you could create the kind of content that you find on a site like Lifehacker.
At YouTube’s VidCon event this year, they announced that they have 1.5 billion people watching at least one hour of video per day on the platform. That is a huge potential audience.
Start by watching videos from other apps in your niche. One good example in the Productivity category would be Dropbox. They have over 200 videos and about 16 million total views.
Even if your videos don’t get that many views, it can still help you get a lot of downloads.
Some say that Twitter is dying as a marketing channel.
It certainly isn’t as influential as it once was. But there is still some value to marketing on Twitter.
Take a look at what apps in your niche are doing and see what type of Tweets get the most response. If you have an action game, a company like Rockstar Games is a good Twitter feed to start with. Then do some testing with different types of content and figure out what appeals to your audience.
There are quite a few people who have built a huge following on Instagram early on, and now don’t know what to do with it.
You can help those people with that problem. Contact them directly and see if you might be able to work out a deal with them to mention your app.
You might have to start with second or third-tier influencers if you have a lower budget, but that can work too.
If you have a Facebook Page, then you are probably already familiar with the declining value of those pages. However, with billions of active users, Facebook is still a great platform to get your app some publicity.
Use Push Notifications
This strategy is for: App publishers who have apps that might benefit from live user notification.
Some app publishers are afraid to use push notifications and you might be in a similar situation. You know that they can increase engagement with your app, but they can also turn people off.
So what is the solution?
Read up on the best practices for push notifications. Then test push notifications on a small segment of your users.
If you find something that works, roll it out to everyone else. If you can’t find an effective strategy, then you should avoid push notifications altogether.
Promote Your App Offline
This strategy is for: App publishers who would benefit from creating an offline community and have the time to build a community.
We are used to doing a lot of things online, but there is still a lot of value in doing some things offline too.
Meeting people IRL (in real life) can create much stronger bonds. When people have the opportunity to meet you and your team, they can get a feel for what you are like and what you stand for.
So consider creating a Meetup group that is centered around your app’s area of interest. Yes, it’s not a scalable strategy.
But that’s the point.
Work With Influencers
This strategy is for: App publishers who have time to identify and negotiate with influencers.
Leveraging an existing audience can be a very fast way to get the word out about your app. But how do you do that? The key is to find people who have large audiences with the demographic that you are targeting.
In reality, almost all apps could benefit from influencer marketing.To learn more about how to find influencers and see some success stories, read this post.
One example of an influencer that could help game publishers is this YouTube channel.
Create an Amazing App Website
This strategy is for: Everyone!
If you only rely on your app store page to market your app, then you are missing out on a ton of opportunities. If you also have your own app website, you give yourself a lot more options.
One of the opportunities that you can take advantage of with your own website is building an email list. This can help you connect with people who are on the fence about downloading your app.
A useful email or two might remind them of how awesome your app is, and get them to download it when they might have otherwise forgotten about it.
Even if you don’t have time to maintain a blog on your mobile app website, a homepage and a few landing pages can go a long way towards marketing your app and helping people find your app with a Google search.
This strategy is for: Everyone!
To bring things back full-circle, update your app as often as possible and keep your users happy. It can be easy to rest on past successes, but becoming complacent is the kiss of death.
Negative feedback can be extremely valuable. By responding to complaints, you can demonstrate customer support while also showing that the app is actively receiving maintenance.
After an issue has been solved, politely asking for an updated review is a good practice. Especially if the user mentions your engagement in the updated review, potential users will be tempted to download your app.
Always strive to make your app better and it will show up in your ratings. Remember all of the strategies mentioned above are useless unless you have an app that people love.
So that is our complete guide on how to market your app. We will be updating this post as things in-app marketing changes, so be sure to bookmark it for reference. As you can see in order to promote app or apps, you need to consider a lot of different factors. That is why MobileAction is here to help you!