Play Store Market AH 01

AH DEV: Five Effective App Marketing Strategies

June 23, 2015 - Written By Tom Dawson

Developing and testing an app are only two small parts of the battle in the rise to the top when it comes to owning a successful Android app. Marketing is perhaps the most important part of the equation, because without people using your app, you’ll never really know if it’s a decent offering in the first place. There are lots of different marketing firms out there that can help in getting your app off the ground, and keeping it there, but there are also a good number of things that you can do yourself. Below, we’ll discuss five of the most effective app marketing strategies that you can mostly do all on your own with little associated expense.

Make Your App Stand Out in the Play Store

The first port of call for any Android user is more often than not the Google Play Store. Just this year, Google announced a new way for developer to make the most out of their listings. Called “Experiments” the Play Store Developer Console now offers ways for developers to change key aspects of their listings and see which one did better. Publishers like Kongregate found out that small changes to just the app icon could boost install rates by 33%. As such, this is a great way of making sure your app stands out in the best place possible, before looking elsewhere for even more inspiration.

Get Friendly with Facebook

If you’ve ever spent much time on Facebook these days, you’ll notice that many of the biggest names in Android monetization are advertising their app or game on the network. It’s pretty easy to see why it’s so effective, as much of the world is active on Facebook for a couple of hours a day, and for a good portion of users, it’s the only site that they’ll go to. Results are up in the air, but some brands can see growth of 500% as well as cost-per-install rates as much as 55% lower with Facebook than compared to other methods. Either way, Facebook is definitely one avenue you want to send a friend request.

Track and Monitor Post-Download Activities

Driving installs and getting new users to join your audience is definitely a key approach to marketing your app, but what about when they have it installed? A lot of the time your app – if free – will be reliant upon in-app purchases and advertisements. You need to monitor activities of users once they’ve downloaded your app to better make the most of your new users. Which in-app purchase is the most bought? Which one the least? These are just a couple questions that need to be answered in order to keep things going and keep money flowing.

Be Seen, By Everyone

We’ve talked about Facebook here a little, and while they’re definitely the biggest fish in the social media ocean, they’re not the only fish out there. With Twitter focusing more on ads, as well as website ads and more, there’s plenty of different avenues you need to be heading down. Social media is definitely a big part of things, but so too are different ad networks and app review sites. This might take some trial and error to see which avenues respond the best, but over time you will discover a handful of social media sites and ad networks that will work in your favor.

Figure Out Your Ideal Audience

Depending on what sort of app or game it is that you’re launching, you’ll need to establish different goals for these users. For instance, a game that’s heavy on in-app purchases will need frequent users to keep on playing. However, an app that offers upgrade packages doesn’t rely on frequency, but rather a focused audience. Figuring out the sort of audience you need will help you better determine the amount you need to spend on marketing and install drives, and more important help ROI and attribution make sense.