Marketing for your mobile app: 18 strategies for more downloads
hundreds Apps are placed daily in the market stores of Apple, Android and Co. To stand out, a professional appearance is just as important as internationalization, cross promotion and a comprehensive launch kit. I'll put 18 successful strategies for you successful app marketing before.

1. Press Kit for the launch

If you have published a new mobile app in the App Store, the press must be informed. For online magazines and review pages to present your app, they need high-quality promo material. A press kit contains wallpapers, logos and information about the app. If possible, the big portals can also have a code for one Free download of the app to provide. If the application offers premium features, these should also be made accessible for the press to fully report on the app.

2. App store optimization

Small and unknown apps are usually discovered by accident. Users enter a generic search term in the marketplace and the filter presents a set of applications that meet the specifications. With good app store optimization, your app is easy to find and downloads more frequently. The simpler the search term, the more effective a strong one App store optimization, For contested keywords, ASO is only one of many to get to the top of search results.

3. Push notifications

Push notifications are a topic in themselves. Similar to newsletters, they attract the attention of iOS or Android App users, This advertising technology is particularly suitable in the area of ​​mobile marketing and in particular for mobile apps. They can be used to reactivate passive users. Watch out for regular but not too frequent push notifications, because that quickly turns into spam and the app will be uninstalled if possible.
Push notifications are for apps that regularly provide new content, such as magazines or news. Even games can be made interactive via push notification by the user regularly receives rewards or informed when other players go online.

4. internationalization

This refers to the localization of the app. An application that is available in different languages ​​increases your visibility in the app stores and reaches users from other countries. Start with English, French and Spanish and gradually add more languages ​​depending on your target audience. It is crucial that all texts within the application as well as the meta description are translated in the store. You can take the translation yourself or hand it over to an external translation team. Translations from German to English are available from 0,12 Euro per word.

5. Newsletters and e-mail lists


Even in times of social media classic e-mail lists are important. User data can help you get valuable information about your audience and help you plan for future updates or new applications. E-mail lists are also used to differentiate real users from bots. Especially for larger apps, this is useful to determine the actual number of users.
Newsletters alert your user group to new app content. They are a great way to connect with users and get feedback.
E-mail addresses can be collected directly from the app by asking users to submit their address data. The registered users can then be regularly provided with newsletters and information. This strengthens customer loyalty and encourages passive users to reuse the app.

6. Featured app

In the App Store of iOS, Android and Windows are regularly the "Featured Apps". If your own application appears on the start page, this is a big milestone and boost for the app sales, because with the idea the download numbers increase without much marketing. Apps can be featured in different categories and different countries or app stores. An application that lands on the homepage in Germany is therefore not automatically part of the featured apps in the US as well.
For your mobile app to be presented, it should look professional, provide seasonal content, and use the latest features of the operating system. A good line to the Apple or Android team responsible for the marketplace also helps.

7. Advertising via app reviews

Positive buzz is especially important in app marketing. He lets himself over, for example App Reviews and blog posts. Current and recommended apps are featured on a variety of YouTube channels, blogs and digital magazines. You can also use YouTube contacts to target app testers and influencers. The longer the app stays in conversation, the better.

8. Social media


Social media is the most important marketing tool. If you want to increase the visibility of your app, a corporate page on Facebook, Twitter, Google+ and Instagram is required. Also join fan pages of your app or start your own group to increase the buzz around your brand.

9. Promotion

Advertising on TV or a post in a magazine are valuable PR for an app. Again, the right contacts are important. Connect with editors and press officers to promote new app features and, if you're lucky, make an appearance in the traditional media.

10. In-App Marketing

A little successful app does not have to be a failure. Based on some tricks it is possible to make the application a hit. This is achieved through clever in-app marketing. Users who already access the app can be encouraged to promote new users. Eric Ries describes the main pillars of in-app marketing in detail in "Lean Startup".

11. Performance Marketing

Facebook, Google and other sites offer app developers and other entrepreneurs the opportunity to buy ad units. Suitable pages are for example Admob or Facebook Ads. The advantage for you is that everyone can understand how often the advertisement is clicked on and how the target group is composed.

12. Partnerships with other developers

As you develop your app, you'll need help from other developers to internationalize your language or make graphics, for example. Partnerships with other developers are a cross-promotion tool, such as linking one app to another or creating new content in collaboration. If one developer benefits more than the other, a profit sharing is often agreed.

13. Cross-Promotion

What applies in every business area is also true for the app business: growth is best achieved through collaboration. Two apps can each link to the other app or you buy a block of ads in a successful app. Depending on the download number is then billed.
Be sure to only negotiate deals with companies in your own industry. After all, a dating app on a children's learning app is difficult to market. Most app developers give out the most important meta-data on inquiry, from which average age and gender of the users can be read off

14. Industry events and trade fairs

As an app developer, you want to promote your app. That works over Industry events and trade fairson which digital content is treated. Even if your own application can not be presented with a stand of your own, events are an excellent way to make contacts and learn about the strategies of the competition. Important trade fairs include CeBit and München Digital. Keep up to date on the Internet about current events, so as not to miss a chance for free marketing.

15. public relation

The release of your app is coming up? Then you should contact the press and stir up the publicity. A report in a magazine or a news article on a blog can make the application better known without having to invest expensive money in marketing. The public relations work should fit the app and exhaust all channels. Social media is just as much a part of it as TV channels, YouTube channels or radio stations, which may well promote your application. After the release, the PR should be continued, but then with a focus on the users, because once the app is known, it is the community to maintain.

16. Guerilla marketing

A surprise call to a radio station or an obscure game that buzzes Buzz: Guerilla marketing is about increasing your reach with unusual methods. The decisive factor is that talking about the mobile app. A successful one App Marketing succeed in connecting guerrilla marketing and classic marketing. This is possible, for example, at fairs, where the own app is presented, but at the same time flyers are distributed.

17. Own website

The own website serves as Hub for App Marketing, Users access the site through the search engine or through their social media channels to find out more.
On the landing page the app is presented in detail and in the subcategories your users can subscribe to the newsletter or look at the promo articles of your app. In the imprint other developers will find your contact information and can contact you regarding cross-promotion. Your own page as a hub is also ideal for implementing forums or promoting additional products, such as a premium version of your app.

18. Black Hat Marketing

Black Hat App Marketing Marketing or "Shuabang" is an advertising strategy that is mostly known in China. Here, unconventional methods are used to make an app better known. For example, fake reviews are created or the download numbers are forged. Since it is at Black Hat Marketing is usually about unfair methods, there is one relatively big risk, If you are ready to risk a ban from the app store, this strategy is also an option. Otherwise, focus on classic marketing tools.

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