6 Mobile App Marketing Options that Many Developers Miss (Part 2)
In part 1 of this article, we discussed how app promotion doesn’t have to be all about spending money on mobile app advertising. Instead of trying to stand out from a crowded app marketplace by spending more money, more app developers should look to rely on some of these simple (and low-cost) app marketing strategies.
Here are 3 more mobile app marketing options that many developers are overlooking or underutilizing – and ideas for how to do it right:
App Promotion Networks
Many developers are nervous about signing up for a mobile app promotion network because they feel that it will take additional work or may interfere with the performance of their app. The truth is that the technology for app promotion networks has improved greatly in the last few years, and makes it easier than ever before for app developers to put their apps in front of a larger audience without impeding the functionality of their apps.
In fact, we just launched the GameHouse Promotion Network, which was built from the ground up to be effective and reliable with an Open Source SDK. Don’t overlook the “low-hanging fruit” of app promotion networks – it’s often a free or low-cost way to get more downloads with a minimal amount of effort or investment.
Networking on LinkedIn
Many developers have been around the games industry for a long time and have numerous friends and business contacts. These people can be extremely helpful when you launch your app. Take the time to nurture and maintain the relationships in your network – and when it comes to launch time, don’t be afraid to ask for help.
Your LinkedIn network can support your PR outreach efforts – for example, when you identify a journalist or blogger who you would love to write an app review or do a story about your app, do some searching on LinkedIn to find out who you already know in your network who might also know these journalists. Work backwards on LinkedIn to figure out how many degrees removed you are from the key contacts at the media outlets and blogs that you most want to reach for app reviews. Get connected with the former colleague who used to work with the current editor of the tech section on CNN, etc.
Non-App Review Site PR
Developers know about how important app reviews can be to drive downloads and boost awareness of your app, but most developers focus only on the big sites like IGN and Pocket Gamer. Instead of focusing only on the biggest sites (which are inundated with developers trying to get app reviews), consider focusing on the “tier 2” sites that may have smaller niche audiences that are a better fit for your app.
Also, consider reaching out to bloggers and journalists that cover the subject matter of your app, even if they are not “tech bloggers,” per se. For example, if your app is a personal fitness app, reach out to fitness magazines, websites and bloggers and offer them a story idea that includes your app.
Whatever you do, make sure that your message is customized for each contact. And do your research first – nothing will alienate reporters faster than a sloppily written, poorly researched pitch that is not remotely relevant to what they need. Remember that you’re supposed to be doing the reporters a service by offering them excellent story ideas – they’re not there to do you a favor by writing about your app. Another option is to sign up for Help a Report Out – which connects experts with journalists who are looking for people to interview.
Many app developers have a “Do It Yourself” ethic when it comes to coding, debugging and solving problems, and this same personality trait is a big advantage in mobile app marketing. Because the truth is, even with all of the paid media and mobile app advertising options that are out there, there are still many ways to do your app promotion with some DIY hustle.
Look for ways to build on your existing network of relationships. Introduce yourself to influential people. Become known in the community that you serve. All of these skills will help lay the groundwork for a successful app launch – and greater long-term success in app promotion and earning money from the apps you create.
Join the conversation. What do you think are the “low hanging fruit” of app promotion that many developers might overlook or underestimate? Leave a comment and let us know!