6 Mobile App Marketing Options that Many Developers Miss (part 1)
Mobile app marketing is hard and as the app market has become extremely crowded it is harder than ever for developers to find app promotion tactics that help their apps stand out. If you have a massive mobile app marketing budget, you can buy downloads, but not everyone has this option and even if you do have a decent app marketing budget, merely buying downloads doesn’t ensure revenue, let alone profitability.
Developers who want to succeed need to take advantage of every single opportunity that they can. This means looking beyond traditional mobile app advertising and product marketing and finding ways to make things happen on their own – even if it means investing some time and effort in “hustling” instead of just investing money on ads.
Here are a few of the many ways that developers can go beyond the norm and give their apps the best chance of success:
Many developers think that they need to have a professional PR agency on their side to get app reviews. While it is true that PR teams have their own list of media contacts and tend to know a few shortcuts, it is not hard to reach journalists and influential bloggers yourself, if you are patient and persistent.
The trick is never to resort to “cold calls” to pitch your story and try to get app reviews – journalists and bloggers get inundated with anonymous, poorly researched press releases and pitch e-mails each day which are not well-thought-out and are not a good fit for what they write about. If an app review writer has never heard of you or your app, and if you can’t quickly persuade them that your app is a good fit for their area of interest, your plea will fall on deaf ears.
Instead of getting lost in the clutter, make sure that you start building relationships with journalists and bloggers as far in advance of your app launch as possible – preferably, you should be building these relationships constantly, even before your app is live.
Find the people who you would love to have review your app, and talk to them on social media and online forums – build up a reputation as a positive, active member of the community and this will be rewarded.
Content marketing is the process of creating original “content” – informative and entertaining articles, videos, infographics, etc. – to help build an audience for your app and become known as a thought leader in the category. Content marketing is especially powerful for non-game apps (for example, writing informative articles and creating videos to share expertise about various aspects of the knowledge area that your app is about – whether it’s fitness or personal safety or productivity), but content marketing can generate interest for game apps too.
You don’t need to be a professional writer to benefit from content marketing, and content marketing has a few big benefits for app developers. First, it will help you to build relationships – with users, with other people in your industry and with anyone who is interested in the category or area of expertise that your app is part of. Second, it will earn your website and app page links, which will help your rank on Google Play (and probably the App Store in the future).
It might sound obvious but it’s true – many app developers are failing to maximize the potential of social media to promote their apps and build an audience. Social media is not just about “page likes” or follower counts; it’s one of the best ways to collect feedback and promote your app. Best of all, by nurturing relationships with your fans, you will have an army of people ready to help promote each new app that you launch, starting on Day 1.
With Facebook’s demographic targeting, you can also promote your app to people with specific demographics or interests – for example, you can even try to “piggy back” on your competitors’ audiences by targeting and engaging them with relevant, interesting content marketing.
This article will continue in part 2, where we discuss additional mobile app marketing options that too many developers overlook.
Join the conversation. What are the best uses of social media that you’ve encountered – whether on your own or being done by a competitor – to help with app promotion? Leave a comment and let us know!