- App Store Optimisation (ASO)
- Focus On Your App Title And Description
- Optimize Your Title, Keywords, Description and Reviews/Ratings
- Decide On A Specific Number Of Keywords To Use
- Use Your Brand Name In All Of The Links To Your Download Pages
- Facebook Marketing
- Promoted Tweets
- Email marketing
- Drive reviews, naturally.
- Leverage other people’s audiences
- Update your app on a regular basis
- Link Your App Profile Page To The Most Important Pages On Your Website
There are hundreds of thousands of apps available in the Apple App Store and Google Play Store. The bar for standing out is exceptionally high, which is why it’s fundamental for Mobile App developers and entrepreneurs to have a strong Mobile App Marketing Strategy.
Here are some useful tips on how to organically increase your App download rate.
#1 App Store Optimisation (ASO)
Both Apples App Store and Google Play Store algorithmically prioritise certain apps in search results based on a variety of ranking factors; ratings, tags, screenshots, app title, download data, etc. However, unlike SEO (which primarily focuses on Google) App Store optimisation is not a one-size fits all game.
The most important ranking factor when it comes to app store optimisation is your app’s title. If you’ve built a ‘social-media-management’ app, then it’s recommended to use ‘social-media-management’ in the title.
#2 Optimize Your Title, Keywords, Description and Reviews/Ratings
The efforts that you put into ASO (App Search Optimization) for your app could go down the drain if you don’t concentrate on thorough keyword research. A simple way to see whether your research is heading in the right direction is to check what your competitors are doing. Additionally, keyword research is not a one-time activity. You should keep up with the keyword selection process to monitor the progress that each keyword makes in the store search.
#3 Decide On A Specific Number Of Keywords To Use
When it comes to using keywords, the Apple App Store and Google Play Store have two distinctive approaches.
The Apple App Store: The keyword field for App store is 100 characters long. Because of this character limitation, you have to be very selective with your keywords. Try to incorporate only highly relevant keywords that you really think your target audience will use.
The Google Play Store: The Google play store uses completely different approach for keywords. Just like traditional SEO approach it uses to rank the websites, it scans through all your titles and descriptions to find out the relevancy with the searches terms. In this case, the total character length is 4,000. A recent study performed by Sensor Tower showed that 5 is the optimal number of times to repeat a keyword on the product page.
#4 Use Your Brand Name In All Of The Links To Your Download Pages
By associating your brand name with links to your download pages on Apple and Google, you are creating an association between your app and these powerful brands. In some cases, the linking your app to these pages can work for you.
#5 Facebook Marketing
According to research, one of the most effective ways to ensure mobile app installs has been through clever use of Facebook as an advertising platform. A few points to note:
- Use a combination of page promoted posts & sponsored stories targeted to mobile news feeds.
- Use page like ads, again with the placement set to mobile newsfeeds.
- Use a combination of high-res images and URL posts.
#6 Promoted Tweets
Similar to Facebook posts, promoted tweets are another highly effective way of driving mobile app downloads when set up correctly. Start off with a small budget testing various different keyword segments, and scale up what drives the best cost-per-acquisitions.
#7 Email marketing
Email marketing may be a bit ‘2005’, but it’s still one of the most effective ways of driving traffic, building advocacy, and converting leads to users or customers. Build a newsletter and offer your potential users information that’s useful and valuable to them. They’ll respect you for it and ultimately be more inclined to download your app.
#8 Drive reviews, naturally.
Reviews are a huge aspect of app store optimisation, as well as an important factor in convincing people to download your app. It’s extremely important to find an effective way of driving reviews in a way that’s natural and won’t trigger Apple’s or Google spam filters.
#9 Leverage other people’s audiences
Guest posting can be an incredibly effective way of driving mobile app installs if done in the right places. The more you know about your target audience and which publications they read, the more informed your guest posting strategy can be.
#10 Link Your App Profile Page To The Most Important Pages On Your Website
On your website, consider creating a dedicated landing page or profile page for your mobile apps and link it to the most relevant pages. For instance, include a link to download your mobile app at the top of your home page. The idea is to signal the search engine that your download page has a high priority over other internal web pages resulting in high apps ranking.
When it comes to creating your app download page, design it in a way that is easy to navigate so users can quickly download your app. Place links to your app listing in both the Apple and Google Play Stores.
Use screenshots, reviews, and videos to help users understand the value of your app and drive downloads.
#11 Update your app on a regular basis
Regular updates of a mobile app can help drive a perception of continual improvement and help raise your authority within the search engines and within the app store searches. Be sure to take feedback from your users into account and make updates that help solve their problems and provide additional, useful content.
These trusted and tested tips will organically lift your app and increase rankings – all it needs is research, hard work, and patience!
Hopefully, some, if not all the ideas in this article have have spurred new ideas to help you market your app.
By Nekesa Kimuna – Content strategist