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How to market a new mobile app

Creating your app is the easy part... building a large and loyal user base is the real challenge. As an app creator it's easy to assume that once you've created your app, the world will easily get hooked on it and the billions will come knocking at your door. This might have been the case for a handful of app creators, but this is not the reality for more than 95% of app developers. The truth is that the real challenge will be coming up with a strategy on how to market a new mobile app.

This article will cover what you can do to create and grow a loyal following for your app. We will cover the following topics:

Topics

1. Start early: Pre release planning

   • Get user input

   • Build a core user group

2. Create promo materials

   • Build a website

   • Privacy policy

   • Graphics

3. Market your app

   • App store optimization

         - App icon

         - App name

         - Screenshots

         - Banner

         - Store description

         - Promo video

         - Reviews

   • Online communities

   • Word of mouth

4. Measuring your performance

5. Conclusion


1. START EARLY: PRE RELEASE PLANNING

Involve users in the development

Most developers I've met tend to be rather secretive and hence they work privately on their own ideas without involving their potential users in fear of their ideas being stolen. 

Based on my own experience, my advice is to involve your users from the beginning. Start by telling them what you are working on, and then ask them what features they might like to have and use. Find out what problem they need to solve and then focus on solving it for them.

When you involve the users, they will give you an idea of what works and what does not. Most apps are downloaded and never used at all. We want our users to use the app and this can only happen if it meets their needs. 

Build a core user group

As you develop your app start building a small group of core users. These can be your relatives, friends, fellow developers and local businesses. Ask them to create accounts and 'complete' profiles in your app.

We want new users to find some activity on your app. this will keep them in your app, but more importantly, it also gives them an idea of what should happen in your app, what type of content to post and so on.

Your core users will also let you know if there are any bugs. These individuals will probably be more forgiving and supportive.

Please note that most of your close friends will probably need some persuasion to actually download and use your app, so do not be discouraged when you find out they aren't as excited about the app as you are.

2. CREATE PROMO MATERIALS

Build a website

You will need to build and maintain a professional looking website. This will be linked to your store listing and will provide a reference point for users who want to know more about your app. A basic website for your app should have the following features:

1. Landing page- with overview, key features, recommendations

2. About us page- give a brief background of who you are and your story. People want to interact with real people.

3. Contact page- provide a number of ways to allow your users to reach you.

4. Privacy policy- a detailed policy explaining how you collect, store and manage user data. 

5. Frequently Asked Questions(FAQ)- compile a list of useful questions and answers about your app and how to solve common problems.

Recommended Article

Privacy policy

Most users value their privacy and will thus require your reassurance that they are safe when using your app. You should therefore create a detailed privacy policy that outlines how you will collect, store and use their data. This should be GDPR compliant if your app targets users in the European Union(EU). 

NB. Do not take anything for granted. Some users will go through it in detail.

Suggested tool:


Graphics

Despite being a new app, you want to give the impression that your app is very professional and classy.

There are a number of free tools that you can use to create professional looking graphics and images without paying a dime. These include Canva, PosterMyWall and Picsart.

The images below were created using free online graphics tools and they show the mobile app in use. 

Mobile app graphics



Recommended resources & tools

• Placeitplaceit is useful for placing your app screenshots in various everyday scenarios. This gives the impression that your app is in use somewhere, but more importantly the quality is really good and sets you apart from the competition. 

•  Canva- this software provides a wide range of templates that allow you to create an array of posts suitable for all the various online platforms.

• PosterMyWall- this is similar to Canva but works online and also enables you to create professional looking posters that you can share.

• Picsart- this allows you to create and edit images and graphics on your mobile device.


3. MARKETING YOUR APP

App Store Optimisation

ASO is the process of setting up your Playstore or app store listing so that it can be easily found and show up in search queries. This will help you get organic traffic to your Playstore listing and this will translate into downloads. 

The reason why most apps do not get as many downloads is simply because people do not know about them. The easiest way to get found is through app store optimisation, and the great part is that you can do it yourself. 

Your appearance in app store search results will depend mainly on your app icon, your screenshots, your description, featured video as well as your ratings and reviews.

App icon

Visit the app store and search for similar apps. Check the most popular ones and then compare their logo with yours.

Does yours look good when placed next to them?

If you are satisfied then great. If you are not, then you will need to create a new icon that will appeal to users. The best way to do this is to first create a number of variations of your app icon. You can then ask for as many opinions about the icon and then make a decision based on that.

Playstore comes with a cool feature which let's you test variations of your app icon by doing A/B Testing or experiments. Your various logos will be shown to different audiences and the one which yields the best results can then be chosen.

App name


Sketchware app name

Your app name will tell potential users what your app is and does. This will be publicly visible and show up in search queries. Playstore allows you to add up to 50 characters to the name field. You therefore need to be tactful and strategic when naming your app because each of those 50 characters provides an opportunity to add a keyword. 

A great example is the Sketchware playstore listing. In the image above, you will find the app name which is "Sketchware" and more importantly the key words "Create your own apps". Someone who has never heard of Sketchware is more likely to type "how to create your own app" when searching and this helps Sketchware to show up in the search results. I have included some tools below to help you find the right keywords for your app.

Short description

This field allows you to add a tagline and this is another opportunity to add keywords to help your users find you. You can write up to 80 characters in this field. So be strategic and add all the necessary keywords to boost your search appearance. 

Screenshots

Playstore app screenshots


Screenshots give your users a sneak peek into your app and what it does. So create a number of screenshots that look professional. Remember to add as many variations of these screenshots to cater for the various mobile device screens.

Suggested resources

• Mockupphonethis allows you to wrap your app screenshots in various device screens. This is particularly helpful when showcasing your app. Instead of simple screenshots you can give users a more professional feel of how your app will look on their device.

InstaMocks- this is an app that allows you to choose from a number of devices and then create screen mockups that you can use for your Playstore listing.

Sample app feature image banner


A banner image will serve as a billboard for your store listing. Use this to show off your app in all its glory with a catchy tagline. The more professional it looks the more likely it is to convince a user into downloading your app.

Suggested tool:

NorioYou can create a simple feature graphic on norio.be. The site allows you to add your own image, change the background as well as the text and phone.


Full Description

Store description example


Your store description is one of the key elements of your store listing. The description will also determine whether you appear in a search result or not. You will need to try and figure out what your potential users are likely to search for, and then try and use those key words in your own listing. There are a number of tools that you can use to get the right key words.

NB- Playstore allows you to write up to 4000 characters in the full description field. This is also a great opportunity to use as many relevant keywords. Think of it this way- Not using up this space is like renting a 40 room mansion and only using 2 of those rooms. You are only short changing yourself and depriving yourself of more keywords that you could be ranking for. So make your description as detailed as possible.

Suggested resources

Ubersuggest

Ubersuggest is a tool that helps you search for keywords and then provides keyword suggestions, topic ideas as well as useful insights about those keywords and their traffic. Ubersuggest allows you to create a project and then receive valuable feedback as well as prompts and notifications for your keywords.

More importantly, Ubersuggest will show you how much advertisers are paying for that keyword. That is also a great indicator of whether your words will help you earn money. 

Think of it this way, the more advertisers are willing to pay, then it means the more they make from that word because people are buying. This therefore means that if you are using display ads, then you are more likely to earn more from clicks within your app.

Keyword Planner

Keyword planner is Google's tool for advertisers to find the keywords that users search for as well as the respective search volumes and how much advertisers are bidding for those words. 

Keyword planner is important because it will help you identify the right keywords to drive traffic to your app store listing.

Promo video

Promo video on playstore screenshot
A screenshot of my Sable App Promo video

A promo video shows users what your app does and how to use it. Lest your description might not paint a clear picture, the promo video allows you to showcase your app and let the user decide whether it's what they are looking for, or not. 

Suggested tools:

Renderforest

Using Renderforest you can create beautiful videos to promote your app. Renderforest comes with useful templates that can be used to create promo videos, explainer videos, ads, presentations, pitches and so much more. It is easy to use and you can create professional looking videos in minutes. You can use Renderforest for free or you can upgrade to the paid plan which allows you to remove the Renderforest watermark and save your videos in high quality format.

Biteable 

Biteable allows you to make awesome marketing videos using an assortment of templates and with great ease. You can save the videos online. Biteable also comes with a number of plans to which you can upgrade to remove the watermark and save your creations in various high quality formats.

Ask for reviews


When users rate and write reviews of your app this tells Google and Apple that users love your app. Reviews also give potential users an idea of what other users think about your app. The more people love your app, the higher it will rank on the Playstore and they will make it visible to more new users and thus increase your downloads. 

If you do not ask for reviews, you expose yourself to the negative impact of a few positive reviews. Most satisfied users will not go back to the Playstore, but many disgruntled users will not hesitate to visit your listing and post a review. One review can cause a significant drop in your Playstore rating especially when you have only a few reviews.

Suggestion

Add a dialog box that pops up before the user exits your app. Ask your user to rate your app. If they rate it highly, then send them to the Playstore. If they give you a bad rating, then send them to a contact form where they can send their feedback.

Online communities

The next thing to do is to expand your personal network. Start by joining and creating profiles on the various online platforms and communities that are relevant to your app. Start with the Facebook, Twitter, Instagram, Pinterest and Tik Tok. Join facebook groups, these will give you access to thousands of potential users. The idea isn't necessarily to bombard random strangers with your app ads, but to build rapport and then pitch your app when the timing is appropriate. So participate in discussions, share comments and contribute positively. It's easier for people to download your app if they trust and like you. Other online platforms that you could target include Slack and Discord.

Word of mouth

One of the best ways to get new users is to talk to potential users and encourage existing users to tell other users about your app. This means you might have to visit platforms where you can interact with potential users and explain how your app can help them. You can target trainings, conferences and conventions to pitch your app. You do not have to be a speaker, but you can carry your business cards, promo materials and pitch on the sidelines.


4. MEASURE YOUR PERFORMANCE

Google's algorithms change regularly and thus you should not rest on your laurels. Closely monitor your downloads on the Google Play console. Monitor your crash statistics as well as your reviews. Respond to both positive and negative reviews.

Check what key words you are ranking for. Once you know your key words you can refine your store listing so that they feature prominently. You will also see new keyword ideas that you can go after.

Suggested resources

• App Annie


App annie keyword analysis


App Annie provides tool that assists you in the decision making process by providing valuable insights about all aspects of your app. This information includes the key words that you rank for, download, revenue and more.  App annie also provides comparative statistics from your competitors as well as how your app is performing in its daily rankings. 

• The Tool

The Tool dashboard
'My Apps' section in The Tool dashboard

The tool is similar to app annie but it allows a detailed analysis of what words you rank for. You can then monitor your keyword campaigns and The Tool provides a detailed analysis of which keywords are yielding the most results.

5. CONCLUSION

Most apps struggle to get downloads because they are not properly presented or promoted. 

Successful app promotion is a process that starts from the design stage and should fundamentally focus on the user. It is therefore imperative that app developers include their users in the design process.

App store optimisation can be done with much ease and without breaking the bank. There are numerous tools that developers can use to promote their apps, but promotion should also be measured. Using tools like App Annie and The Tool, you can monitor the progress of your marketing campaigns. 


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