4 Strategies to Help Market Your App

App creators should have a marketing plan that involves defining their brand, the purpose of their product and understanding their audience. App developers who take these and others marketing strategies into consideration generally do better.

App Marketing as a Professional Process

Though some incredibly popular apps seem to have become famous overnight and with little marketing, the reality is that the apps that have enjoyed the most success to date have effectively implemented marketing strategies.

There are several ideas for making sure an app does well before, during, and after it is launched. All such preparation will go toward ensuring that the marketing and the product are of equal caliber and that an app's success endures more than a flash in the pan

1. Treat App Marketing Like It's a Business Because It Is

First, the way you approach your app's marketing needs to be in the right tone; you should treat your app marketing like it's a business. Thinking in this vein, you would develop a researched:
  • Revenue model and app price
  • Novelty of the app
  • Quality of user experience offered by the app
  • Audience assessment (Who are they? What do they want?)
  • List of keywords, titles, and descriptions conducive for App Store Optimization (ASO). This makes your app more accessible to customers

  • Additionally, determine what assets you have that can help you market the app, internal or external. Is there a website that could be streamlined with the app for a better overall user experience? If so, then this should be done.

    2. Have a Documented Marketing Plan

    In the interest of thinking of marketing your app like you're marketing a business, you should also have a documented plan. Having a plan in writing will make all of the difference in terms of success and failure. A documented marking plan will detail:
  • Specific dates for posts and launches
  • Holiday and other topical reference integration into the marketing
  • A strategy for blog and social media posts and topics
  • When and where web integration is applicable
  • 3. Build Anticipation and Establish a Social Presence

    Though the establishment of a social presence will take place prior to the app's launch, the maintenance of that presence will need to continue following the launch. A strategy for social media should be part of the marketing plan.
  • Create social media profiles (if they do not already exist) and connect on applicable social media sites (Facebook, Twitter, Instagram, etc.)
  • Brand yourself and tell your story. Make sure you have a clear, consistent identity that is represented on your website and social media account(s) so people can get to know you – and remember you.
  • Integrate various types of media including video and photos. These should in almost all cases, be of professional quality.
  • Within a month or so of the app's deployment, come up with something to build anticipation. Freebie giveaways, slow reveals, and contests have proven effective.
  • Make yourself useful; provide tips or how-to guides or Vine videos that will make your brand and app something that people defer to as a trusted source of information.
  • Audience trust is essential; thus, by taking a professional approach, having a developed plan, and then creating a humanized web presence, you facilitate that. The final marketing strategy point that will help you market your app is to get validated by your peers.

    4. Garner Press and Feedback

    As noted, trust is a major factor in having a relationship with the audience and potential customers. By getting validating feedback and press from other sources, you can create a lot of buzz for your app that will pique people's interest. Here are some ideas:
  • Try to get reviewed by submitting to app review sites
  • Reach out to bloggers who appeal to your audience and see if they will review your app for their website
  • Turn in award applications; a win will lead to a great deal of coverage.
  • Get involved in public engagement like public speaking to spread awareness among people who are "programmed" to spread news of the best things they hear about.

  • One major point of any marketing strategy is to get exposure; once that exposure has been obtained, the next challenge is maintaining it. Maintain your success by being a quality, consistent brand. Don't be afraid to try new things or to fail. Not every marketing strategy works for every company; however, once you find what works, stick with it. Most importantly, establish your identity and story and let that be your guide as you market your app.

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