With over 2.7 billion smartphone users and 1.35 billion tablet users worldwide, the mobile app industry is thriving. As of the first quarter of 2020, there were 2.2 million apps in the Apple store and 2.8 million in Google Play Store. App usage is growing at a constant rate, without any signs of slowing down in the future and so is the competition to get a user’s attention. To stand out, the focus needs to be on developing an effective mobile app promotion strategy. This not only requires an understanding of the consumer behaviour but also extensive planning.

Whether launching your mobile app for the very first time or promoting the usage of an existing app, it is important to create and continuously improve awareness of the app with your target audience. This can be done by promoting your brand while paving the way for users to connect deeper with your products. The strategies to promote your mobile app include

1. Researching the market and the competition – It is essential to continuously analyze the target audience and the competition. Identifying the likes and needs of the target audience, conducting thorough research of the groups, forums, websites, blogs they visit and the influencers they follow would help in maximizing reach and increase user acquisition. Collecting data on the competitors gives an insight into their apps and helps get a better understanding of how they engage with the users. It also helps to identify features that have not done well so that they can be avoided or improved besides any feature gaps that can be enhanced.
2. Understanding the User Personas – A user persona defines who the user of the product is. It includes the demographics, mobile preferences, user’s interests along with the goals and challenges they currently face. User persona creates the foundation for user journey which helps in customizing every aspect of the mobile app and caters to the specific needs of the users. It helps in answering important questions like what the user is looking for, the operating system they use, the content they engage in online, the influencers they follow and the platforms to be used to best leverage paid to advertise.
3. Content Marketing – An overarching strategy should be in place to improve app visibility through continuous content marketing. This would include sharing content through blogs, posts, boasting about the app features, including screenshots and videos of the product. As recently announced by Google, people do not find apps on apps store but look for them on search engines. Apps should be optimized so they can be found easily on search engines. Make the app discoverable everywhere. Search ads are the most effective way to promote an app and get people to download. It not only boosts app awareness but also drives downloads as the ads appear when the users are looking for it
4. App Store Optimization – An app store is a place where people make a decision about the app. The app store page should be impressive and optimized to rank higher in search results leading to a higher rate of downloads. Good app store optimization depends on the title and the use of keywords. A good title is a way to rope users and effective use of keywords ensures that the app shows up when users search using the keywords. Due importance should be given to the description and visuals of the app to catch the attention of the user
5. Promoting via Social media platforms – Use different social media platforms to expand the brand presence and connect with the target audience. Make sure that it is clear through the social profile that you have an app and have a link to download the app through it. Promote the app, its purpose features to create excitement around the product with engaging content.

Focusing on promoting the app is not the end game. It is essential to regularly analyze the mobile app KPIs such as app downloads, active users, retention, and daily usage rate to review the outcome of the above strategy and continue to increase download and improve app user engagement.

The mobile app industry is constantly evolving and companies have to keep innovating to stay on top of the app store. There is more data available than ever before to study and analyze to formulate strategies to launch and promote the app. Top priority should be given to the end-user and how they feel about the app to gain success.