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Marketing Your Mobile App

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So you’ve designed an amazing app and you’re ready to launch it on the Android and iOS markets. However with over 750,000 apps in each market, having an app with pristine code and a great user interface may not be enough. The market is crowded. So to stand out, you may have to do a little old fashioned marketing, and it starts before you even launch your app.

Create Hype

Prior to launch, try creating some hype. Create some teaser videos that show all that your app can do. Use those amazing design and development skills to create a splash page for your app. The splash page can include links to all of your social media, videos and demos of your app.

Be Social

Social is powerful tool and can be used to market your app in a variety of ways. Tell your friends and tell those friends to tell their friends. If you don’t have the biggest social following, you may want to call in your favors and partner with someone who does. Tweet, share and pin about the need your app fills and how your solution works.

Social can also be used within your app. Case studies have shown that having users log-in with Facebook means more shares and a higher rate of challenges for mobile games.

Beta Test

Beta testing is where marketing and development come together. Beta testing is a good way to get feedback from users before the app launches which will help your app to get better ratings and reviews post-launch. It can also create advocates for your app. Your beta testers can help get the word out about your app.

ASO Is The New SEO

Just when you thought search engine optimization (SEO) was dying out, it’s been reincarnated into mobile with App Store Optimization (ASO). Thankfully, ASO strategies are similar to those of SEO, so there’s no need to reinvent the wheel. While little is known about the algorithm used to determine rank within the app store, we do know that keywords, categorization, ratings, downloads and uninstalls can all be factors.

Use the Google Adwords keywords tool to try out all of the keywords for your app and pick the best ones for your title, content and metas. See what keywords the top apps in your category use in their title and content. Make sure the most important keywords appear in the beginning of your text.

Or if you don’t want to do it yourself, there are also tools and services coming out on a daily basis to help with this endeavor.

Ratings, Reviews And Rank

Ratings and reviews are vital to the success of your app. Not only are they important to rank in the app store, but people are more likely to download apps with more positive reviews.

Yet studies show that less than 0.1 percent of downloads actually result in a rating or review. So what’s the best way to get reviews (and good reviews at that)? One case study showed that not only prompting the user helped, but asking them how they felt about the app first dramatically increased the number of reviews. This particular case study, run for the Kodak gallery Android app, used a local prompt within the app to determine whether users liked the app before asking them if they would rate the app within the market. Only the users that liked or loved the app were shown the prompt to rate in the market. This method yielded 56 percent more reviews than a market review prompt alone.

Now, this doesn’t mean that every app that prompts users will get more reviews. Users need to like your app for this to work; which is why it’s also important to listen to your reviews and make adjustments.

About the Author

This is a post written and contributed by Waqas Makhdum.

Waqas Makhdum is an experienced technologist with over 10 years of experience in enterprise software and web technologies. In his current role, he is responsible for product partnerships for Rackspace Public Cloud as well as Rackspace Mobile Cloud initiative. Prior to Rackspace, Waqas has held product management and strategy roles with Microsoft, Symantec and PwC Advisory Services


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4 Comments

Nice Post!! Liked it but would like to add some points into it like Pre Launch Marketing strategy & Post Launch Marketing Strategy,which I have discussed @ http://creatiosoft.com/forum/forumdisplay.php?fid=11 … Hope you enjoy reading it. I would love to have your comments and feedback if any to make my posts more interesting and useful!!

avatar Sonali Srivastava on April 26, 2013 | Reply

Or perhaps you could do some product videos about the app. To tell what its for, how to use and those kind of stuff. That way, it’ll somehow introduce the app to the market before going out in the market.

I came across this one video which discusses about Top 10 Best Practices for Product Demos by two folks from Design Reactor

Something I can relate to about marketing an app or making it known somehow.

avatar lenny on June 16, 2013 | Reply

Just stumbled on this article. It’s very insightful.
We’ve just released our own service for app developers and marketers too, it’s http://www.rdrct.it/ , maybe you could do a blog about us and spread the word?

avatar Devisd on August 8, 2013 | Reply

Thanks for giving such kind of information.It will be definitely helpful for me as well others.

avatar Rekha Chauhan on September 23, 2013 | Reply

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