App promotion: why and how it works
There are 2 million mobile apps each on Google Play and the App Store. Even a well-known brand needs to somehow highlight and promote its product for users to notice it in such an ocean. How do you do it?
App promotion comes with many methods, such as App Store Optimization (ASO). It brings the program to the top of the rankings in terms of user requests, and increases the frequency of downloads and installations. Why is it better to entrust the matter to the experts? Because we can optimize the marketing of the program so much that the app page and other channels will work for you and bring traffic even after the support work is complete.
Mobile app promotion, its strategy depends on the answers to the questions:
- product quality;
- CA – who the users are;
- who your competitors are.
After the research, we develop a marketing promotion for the app. Make a plan, set up a campaign or campaigns, conduct A/B testing, apply the chosen methods. After that, we use reporting to analyze the work done and optimize the result.
Contact the specialists of KOLORO agency! You’ll get a decent marketing a mobile app at a reasonable price.
Promoting an app in the App Store
Step one is development, app promotion is step two? No, it’s not. A well-thought-out promotion strategy is drawn up at the stage of development of the program itself.
A program gets to the top if it has been installed several thousand times in a day. The number criterion depends on the geography and the essence of the app itself, but in any case, to get to the top of the App Store you need to provide more than 6 thousand downloads on the first day.
That’s why you need to plan your app promotion before launch. One tool is free beta testing. In this case, users learn about the product before the launch and build loyalty. And you get feedback – customer feedback on flaws, bugs, and desired additions. Thus, there is an opportunity to improve the program by the official release date.
Promoting an app to the top involves the following steps:
- competent page design in stores;
- notification of special publications and forums, e.g. AppleInsider, Lifehacker. If their staff is interested in the product, they will publish a news story about you or even a review. This will increase the number of mentions, which is what we are trying to achieve;
- During the development or improvement of the application we socialize it: we add authorization via social networks, the ability to share screenshots and other data, embed notifications about the achievements of other players.
Of course, we haven’t listed all the tools. Promotion of an ios app comes, for example, through advertising campaigns on Facebook and Twitter, through stories in email newsletters, partner communities and groups – there are so many options.
Contact the experts at KOLORO Agency to find the best strategy.
Promoting an application on Google Play
Promotion of android applications in Google Play, as well as on the “apple” resource, is subject to its ranking criteria:
- the number of injections and installations;
- how many times it’s been installed in two or three days;
- ratings given by users;
- number of comments;
- how often the program is uninstalled from the device;
- how many times the program is run by users.
For all of this, you not only need to create a good program, but also competently design a page in the store. Promotion of android apps depends even on quality screenshots and length of description. On Google Play, the maximum for a title is thirty characters, and you should fit the name of the product plus a characterization of the essence into them, so that users immediately understand what it’s about.
We make a short and full description with keywords, create promos, post attractive pictures. Clarity and simplicity of description, selection of queries, special deep link building – all this is included in mobile app promotion. The price of the chosen strategy depends on your audience, goals, and budget.
Internet application promotion is not only conducted in the two most famous online stores. There are other sites as well. We will host your app on such resources:
- Amazon App Store;
- GetJar;
- AppBrain;
- SlideMe;
- Samsung Apps;
- Yandex.Store.
Although you should be more careful with additional sites: the number of downloads in the main stores may decrease. It all depends on your goals.
Promotion of the application in social networks
Your online promotion strategy depends on what the topic of your program is and what the preferences of your target audience are.
The application for your online store is wise to put up on your website. Describe it there and further promote it along with the resource. If you are promoting the game, social media groups would be good. You can do a whole website as well.
VKontakte application promotion means working with the most visited resource of Runet. We start by thinking through the concept of the community, its type, strategy and content submission plan. We design the group according to the standards of the social network, select the highest quality images.
Facebook avatar should be a minimum of 170 x 170 pixels. VKontakte avatar is 200 by 500 pixels. These are the kind of subtleties you need to keep in mind when promoting on social media. That’s why we offer help with app promotion – we know exactly how to create and maintain attractive pages.
The cost of promoting the application, again, depends on the chosen strategy: contextual advertising, running publics and groups, buying paid traffic, creating videos and so on.
Publish the application in stores
Publishing an application to the Windows Store has its own subtleties. For example, we form a program manifesto to then adequately publish on a resource:
- describe the application interface: available languages, orientation support, images used;
- specify capabilities – that is, the resources required for the program to work correctly;
- link the app to the store;
- create an application package for download.
Running the application on the network
The cost of mobile app promotion depends on the channels chosen. Let’s go through the list of tools and determine the pros and cons:
- offline advertising – suitable for applications of already known brands and with a wide target audience, as it is the most expensive way;
- contextual advertising produces good conversion rates, but requires fine-tuning and a fairly large budget;
- Targeted advertising in social networks – maximizes the accuracy of the target audience and increases the chances of catching the eyes of potential customers. But you need to identify your audience as carefully as possible and set up your ads correctly;
- social networks (maintain your own groups or post in other people’s groups). Inexpensive and affordable with a wide reach, but this method of marketing campaign for mobile app takes quite a lot of time;
- Press releases are a cheap method, but only suitable for programs with clearly defined features that can hook customers;
- reviews on thematic resources – it is important to please the editor and journalist. If the application is of poor quality, with a lot of flaws, the method will not work;
- reviews on youtube channels also offer the most accurate target audience possible, especially for games. But sometimes requires a large budget;
- CPI networks – networks that include sites and communities on a topic and so on. Payment is only for installations of a specific type;
- Motivated traffic is another name for customer acquisition. It’s a pay-for-performance installation. Speeds up getting to the top, but users are often disloyal, can quickly uninstall the program.
Mobile app marketing for maximum promotion results uses all of these methods and a little more. We have all the tools and will help you reach the top as quickly as possible! Contact the experts at KOLORO agency.
