1. App Store Optimization

App Store Optimization (ASO) requires many of the same factors that go into great SEO tactics. Things like keywords, titles, and descriptions play a role in the app store listings, so leveraging the right tool to understand these variables can really set your app on a path to a top-tier ranking. Optimizing the keyword tags in the App or Google Play store can really benefit how your app is found. The keyword field allows you to associate your app with certain terms. The key here is not to repeat or use too


many variations of the same word, which could be portrayed as spam. A good tip is to conduct SEO type test to figure out the best keyword tags to use. You should ask yourself questions like “Which words describe my app?” and “Which words are my competitors using?” Once you get a feel for what words work best for you, be sure to be creative in your choices. Being unique could help you drive traffic your competitors aren’t getting.

Titles are also an important aspect to take into consideration. Like a title page for SEO purposes, the app name serves as a relevancy signal from which the app store algorithms can pull search results. Many companies include keywords into their main title to help pull their app to the top of search results within their category. A common mistake is not to include the actual name of the app in the title. The overall goal is to have a strong presence as a brand, and therefore people need to know your name and not just what your app does.

When you have everything above figured out, it’s now time to write the description for your app. This should not be a painful task. The key here is to keep it short and sweet. You have to keep in mind that when someone is reading this, they will not spend a lot of time looking at the description on their phone.

Leave plenty of white space so that it is pleasing to the reader’s eyes and less cumbersome. Bullet points or asterisks are commonly used to list the benefits your app brings to the end-user. To keep the reader engaged, sentences should be broken up with a mixture of long and short (5 words or less) sentences. We have previously written extensively on the importance of good keywords in the app store if you want to learn more.

2. Social Media Integration

Social media integration in an application has been emerging in popularity among many app developers. Giving users the ability to invite others, share gameplay, and view leader boards are a popular and useful aspect for increasing virality. Essentially it is free marketing for your app. When a user shares their recent high score or fitness goal on their social media pages, they are then spreading the app’s word to their friends.

This increases the number of views and, in turn, raises awareness of your application. All of which happens without you lifting a finger. Another side effect from this is that it implements a competitive atmosphere amongst friends to outdo the other person’s high score or have a longer run tracked.

3. Press Kit

Having a press kit readily available is a proactive move to help expedite your marketing efforts farther down the line. Once you have an established microsite for your application, you may get a couple of reviews. Still, to really market your newly developed app, you need to provide quality material that other people can utilize. If people want to write about you, they may not always have the time to contact you to receive useful materials for them to use.

Materials that should be included in your press kit include a high-quality icon of your app along with screenshots of the app in use. These will help expedite those bloggers or journalists that wish to write about your app to have official high-quality visuals that can be used in their articles or blogs.

Another essential part of your press kit should be all of your relevant press releases. This helps individuals know the “history” of your mobile app and keeps them in the loop on upcoming updates or other company news. Doing this will also establish a rapport with your audience because they will have a better understanding of you and your mobile app.

If you really want to go above and beyond, you can add a company profile page. This can detail your comp, and thisstory and your staff. Links to your social accounts are also beneficial so that people can learn more about you and read what other people are saying.

4. Forum and Discussion Board Outreach

Identifying where your desired audience or key demographic congregates online is an important marketing aspect to identify. There are many technologies and mobile applications blogs filled with individuals that read and keep up with news on mobile applications. This is especially helpful if your app is designed for a specific group. For example, if your app is designed to assist joggers in tracking their daily runs, then posting relevant topics about your application on fitness discussion boards or blogs can be beneficial.

When reaching out to these forums, the key is not to spam the blog with your business. Many blog and discussion boards ban users who post promotional material on their comment sections. Posting beneficial information and answering any questions is a good way to start. After you have built a rapport as a thought leader, you can start backlinking information to your site or post an article about your product.