6 Fundamentals of a Successful Mobile App Marketing Plan

4 Min Read

In 2017, there were more than 197 billion app downloads, and people accessed and used more than 30 apps on a regular basis each month. Today, apps account for 89 percent of all mobilemedia time – which means that when people are using their phone, they’re probably using an app – and you want your company’s app to be the one they choose.

In order to ensure that people use your app, you first have to make sure that they download it. If you are embarking on a mobile app marketing campaign to boost installs, the following basics will go a long way. These ideas can help get your app out in front of the eyes that might be interested in it, and convince them that they need to install your app on their device.


Tackle App Store Optimization (ASO)

Search engines aren’t the only places where you need to optimize content to get it found. If you want your app to get found organically in an app store, you need to optimize the content describing it for app store searches. This means that you need to include keywords about your app in the description of it, as well as the name of and information about your brand. If you use app store optimization (ASO) to describe your app in an app store, you’ll help promote it to the people who are looking for apps to download by simply searching what’s available.

Placing Straightforward Install Ads

Want a pretty simple, straightforward way to tell people to install your app? Then place mobile app install ads. You can place mobile app ads in a variety of places: the Facebook newsfeed, your Instagram feed, at the start of YouTube videos, and more. These ads are effective because they give users a button to click that takes them to the place where they can install the app. Because the process is so easy and it requires so little work on their part, it increases the chances that people will install your app and then use it. Studies show that mobile app advertising campaigns don’t just help because it gets the app out in front of people; paid ads also promote ASO, which means that for every paid install you get, you can drive three more organic installs.

Build a Social Media Presence

Building a presence on social media doesn’t only make people aware that you’re a brand that exists. It also makes people aware that you have products available – like an app to download. You don’t have to place paid ads to promote your app via social networks. Instead, organically grow your audience, interact with followers, and publish posts about your app. You can create meaningful connections with the people who follow you, and in turn, encourage them to want to interact with you via a different medium: your mobile app.

Take Advantage of Influencers

Influencers are social media figures that have large followings – and they have a sway over those followings. Consider reaching out to any influencer you have a connection with, or someone who may be interested in your cause or what your business does. Influencers can have a powerful effect on app installs.

One example of a company who used an influencer to drive installs was Prague-based Gamee, who built a social gaming app. Its developers relied on influencers to boost the popularity of the app — particularly: the influencer Ridhwan Azman in Singapore. Azman offered game trials of Gamee on his YouTube videos, and he posted about the app on his own Instagram.

He also built a dedicated game with the company, Ridhwan’s Unicorn. This helped boost awareness of Gamee in Singapore, and garnered the app close to 1,000,000 installs.

Relying on influencers for promotion can be a cost-effective, affordable way to market an app – one that even reaches people who use mobile ad blockers.

Add a Smart Banner to Your Mobile Website

Add a smart banner to your mobile website, so that any visitor who comes to your site sees a message (and encounters a link) that will take them right to the place where they can download your app. This is an easy way to turn site visitors into app users, since you’re targeting people who have already expressed a definite interest in your brand and what you have to offer. In addition to a smart banner, you can also consider adding a targeted interstitial, which would also take them directly to the place where they can download the app.

Rely on Word-of-Mouth Marketing

If you want to get the word out about your app, then build an app that’s worth talking about. This can help you leverage word-of-mouth marketing, and naturally increase your number of app installs. Studies show that the number one reason that people download a mobile app is because it was recommended to them by others.

If you create an app that impresses people and makes their experience more enjoyable or easier, or one that truly engages or entertains them, you can get people talking about what you have to offer. This will naturally build buzz and get people interested in what all the fuss is about.

You can also help encourage word-of-mouth marketing by creating a referral program. Try doing things like offering a discount or deal for anyone who posts about your app on their social media accounts after they install it, or sharing a referral code with every user who downloads your app – then rewarding that user anytime someone else downloads the app and enters that code.

Mobile apps are popular, and growing in popularity, and for that reason they’re an important component of ensuring that your business succeeds. By taking some time to strategically market your company’s mobile app, you can ensure that people know about it and use it – helping to boost your company’s exposure and reputation, and ensuring that the app ultimately leads to growth.

Also read:

What You Can Do to Unlock More Mobile App Installs

Getting Personal is Key to Mobile App Marketing