Blog Quick tips for impactful app promotion

Quick tips for impactful app promotion

As a mobile app marketer, your goal is to master app promotion and connect with users who will engage and stay loyal. You’ve gone from idea to app and now might be asking, "How do I promote my app successfully?" This requires dynamic strategies that drive quality downloads and foster long-term user relationships.

As a leading mobile measurement partner (MMP), mobile attribution, campaign analytics, and optimization are our bread and butter. This means we also know a thing or two about what works well when it comes to app promotion. Here are a few top strategies to help you discover and captivate your ideal audience.

A brief overview of app promotion

App promotion, or mobile marketing, is the process by which app developers and marketers publicize their apps to increase visibility, installs, and user engagement. With millions of apps on major app stores, it’s essential to have a solid marketing strategy to make your app stand out. The key foundations of any promotion are a comprehensive understanding of your target audience and thorough competitive analysis. Once those steps are completed, here’s how to effectively promote your app:

How do I promote my app pre-launch?

  1. Craft a stellar landing page: A high-impact landing page serves as a dedicated space to showcase your app’s features, benefits, and unique selling points. It also allows you to begin building the foundation for retargeting campaigns at launch, and chipping away at your search engine optimization (SEO).
  2. Use organic social media marketing: Start building an audience on social media and regularly engage with them. This is a great way to answer questions, foster community, and even incorporate early feedback to make potential users feel they have a stake in the app.
  3. Prepare with app store optimization (ASO): For iOS apps, the App Store offers a pre-order function, while for Android apps, the Google Play Store offers a pre-registration option. Starting to build data this way will help you refine and optimize your listings with ASO. Focus on keyword relevance, search relevance, and keyword density in your app’s description. We have a whole app store optimization guide to boost conversions at this pivotal point.

Explore more soft launch strategies.

How do I promote my app post-launch?

  1. User acquisition (UA) through paid channels: Consider using platforms like Google Ads and Apple Search Ads to reach your audience directly within the app stores. Test a variety of ad formats and placements from interstitial ads to smart banner ads.
  2. Email marketing: Provided you have marketing consent, include app promotion in all your emails, whether they are newsletters, customer service emails, or payment confirmations. Provide value in your emails to encourage users to download your app.
  3. App reviews as a UA channel: Respond to all user reviews, both positive and negative. Show your users that you value their feedback and are committed to improving their experience.

Maximizing value (how to get bang for your buck)

  1. Strong call to action (CTA): Ensure your ads have a compelling call to action. Test and learn to see which CTAs work for each audience segment.
  2. A/B test: Speaking of testing and learning, let the results of A/B tests speak for themselves rather than assuming what works for your target audience. There are endless variables that you can test from CTAs to frequency capping.

Bonus tip: Supercharge your campaign testing with InSight, Adjust’s AI-powered incrementality testing solution!

  1. Powerful visuals: Your app icon and screenshots play a crucial role in attracting users. Ensure they are visually appealing and provide a glimpse into your app’s features. Also make sure you craft a strong app teaser video for both your landing page and app store listings.

  2. Diversify your channels: Don’t limit your mobile app promotion to just one platform. Channel diversification means considering which channels are best for each audience segment at every stage of the user funnel, from brand awareness through retention.

Bonus tip: Don’t underestimate the impact of connected TV (CTV) as both an influential brand channel and an effective direct and assisting performance channel.

  1. Localization: Localize your app to reach a broader audience. Consider which features will resonate with individual regions and their unique preferences.

  2. Cater to the platform: iOS and Android require different considerations. Each platform will have different pricing for various cost models, will result in different levels of engagement or conversion, and will have differing audience demographics.

  3. Use automation: Technology is here to help! Rather than handling every stage of the app promotion process manually, make use of automation tools that allow you to focus on refining your strategy.

  4. Cross-promotion: By partnering with other apps, especially those within your developer's umbrella, you can leverage each other's user base to drive downloads and engagement. This collaborative approach allows you to tap into an existing audience that is likely interested in your app’s offerings. Whether through in-app ads, joint campaigns, or shared incentives, cross-promotion helps you reach new users and increase your app’s visibility in a cost-effective way. This is particularly successful in the hyper casual vertical.

Understanding the performance of your mobile app promotion

The most important step of app promotion is campaign analysis. The measurement stage is going to tell you how effective your efforts are, and provide insights that will help you tweak your campaigns to get the most out of your budget. This is done with an MMP who provides mobile attribution, the science of matching two data points (like ad spend and installs).

An MMP helps measure key performance indicators (KPIs) beginning at the first impression through in-app events. This allows you to see which channels and campaigns are driving the most installs, engagement, and revenue. With this data, you can allocate your budget more effectively, focusing on high-performing strategies and cutting back on underperforming ones.

Promoting your app effectively requires a multifaceted approach. By understanding your audience, leveraging various marketing channels, and continuously optimizing your strategies, you can ensure your app stands out in a crowded marketplace. As an MMP, Adjust provides the attribution services you need for scalable success.

Ready to take your app promotion to the next level? Request a demo to learn how our attribution services and next-gen solutions can help you achieve your marketing goals.

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