[HOW TO] 6 ways to advertise mobile applications

Unfortunately, a small percentage of applications has a chance of success. Most of them are opened only once – immediately after installation, then users forget about them. How do you convince your clients to use the app regularly? What should consumers do to collect them? How important is application advertising? About this in the article.

Understand the expectations of recipients

When planning a marketing strategy, one should take into account whether we care about the number of application installations or the involvement of users. Many applications are downloaded on the impulse, opened once and later forgotten. There are companies that need it – the number of applications downloaded from them plays the most important role. Engagement campaigns are different from those that only have to increase the number of installations. They should remind the application to people who have already downloaded it, focus on brand recognition, show usability. Such an application also needs technical support, there will definitely be users who will have many questions. All this is associated with different run social media. With a different strategy. Therefore, in the beginning, you should think about what goal you want to achieve, what to communicate and how it affects the expectations of customers. The next step will be reaching interested parties.

Table of contents:

1. Increase the visibility of the application thanks to the ASO
2. Application and content marketing
3. Google Ads
4. Promotion of the application? Invest in social media
5. Connect with influencers
6. Maybe Real-Time Marketing? It really works!

Discover six ways to advertise your mobile application

Find a way to reach consumers. Why do customers download applications? Because they seem to help them with a particular task, they facilitate everyday functioning. Users usually decide to install, thanks to the recommendation of friends. Another reason is the interesting advertising of the application or finding it using a search engine. There are several ways to reach consumers with a mobile application.

1. Increase the visibility of the application thanks to the ASO

App Store Optimization is a solution that improves the position of applications in the store. These are activities that increase the visibility of the application. Admittedly, the stores are different from each other, but there are several activities that will definitely improve the position of the app. Remember to choose the right keywords, the title of the application, the encouraging description, the original and distinctive icon. Positively received are screenshots of the application that illustrate to the user. Comments and opinions are also very important – so it’s worth taking care of them. The research shows that the assessment of the application affects the number of installations.

2. Application and content marketing

Texts can sell, content can gain leads. When planning the promotion of a mobile application, it is impossible to avoid content marketing. There are many solutions that can be used. We should consider what we want to communicate and to whom. And then how we will do it. Many companies invest in blogs. This is a very good solution, but it requires a lot of effort, systematic work, idea and the best assigned to this task a specific person or an external company. The content presented must be qualitative. Articles on external portals increase the visibility of applications and help in reaching recipients. In the case of the application, it is worth investing in reviews and all kinds of prizes. They especially convince recipients to install and use the application.

3. Google Ads

Thanks to Google’s reach, you can reach potential customers wherever they are. Advertising on Google includes advertising of applications in the store, advertising on the search network – which is decided by many specialists, advertising on the advertising network or video. Ads in the search engine provide good quality users. Google allows you to target ads that are automatically displayed only on compatible devices. Paid search results are definitely a good way to reach your target audience.

4. Promotion of the application? Invest in social media

There are two ways in which social media can help in the promotion of the application – let’s divide them into paid and free activities. Facebook Ads, Instagram, Linkedin, Twitter give a huge space to advertisers. Advertising banners in various places, targeting specific groups bring the expected results. However, these are paid activities and although the ad manager seems to be an affordable tool, you should know how to optimize such a campaign to achieve specific goals rather than to absorb the entire budget.

How to promote social media applications for free? There are several ways to do this. Instagram first of all needs quality graphics, Twitter news from the industry, Facebook regularly run profile. Of course, such a promotion requires time, commitment and above all a good idea.

Better to get involved in paid or free activities in social media? Which application ad works best? Certainly paid campaigns bring faster results and have a wider reach. On the other hand, free activities allow you to involve the community. Properly run social media and relevant ads promote applications, so it’s a good idea to take social media into account when creating a marketing strategy.

5. Connect with influencers

In the case of application advertising, commands play a big role. Friends or influencers can recommend. And for the latter, it is worth applying for recommendations. It pays to take into account especially microinfluencerów, who enjoy high loyalty of their recipients, and the cost of cooperation with them is not so high. When choosing an influencer, it is worth checking its audience, average duration of the session, frequency of publication, engagement of recipients and demographics. We must be convinced that its observers are our target group. That we want to reach those people with a message. His credibility and sincerity are in favor of the influencer, such a person is close to the recipient and has a real influence on his purchasing decisions. Recommendations in the case of application installations are crucial, hence in this industry, it is recommended to work with an influencer who, if properly conducted, will bring long-term profits.

6. Maybe Real-Time Marketing? It really works!

Real-Time Marketing is a way to advertise mobile applications. Real-Time Marketing responds in real time to current events and consumer behavior. Real-time marketing requires commitment, idea, and reflex, but you can prepare yourself for it by reviewing, for example, a calendar of events, holidays, planned large events. In the end, much earlier is known when the Oscars, World Cup or Christmas is handed out. Every opportunity is good, only the idea matters. For example, we linked Christmas with mobile applications. We prepared a humoristic infographic, which we advertised on Facebook with a paid campaign and we used whisper marketing.

Theoretically, the applications have little to do with holidays, and we spend 70 USD for advertising and devoting one day to whisper marketing for one person. We caused almost 10,000 people to view the post, we had over 230,000 views, and thanks to these activities we obtained inquiries about our offer.

This is proof that in marketing it is worth thinking about something special!

Get as much as 10% higher profits with low effort

Personalized ads usually bring 10% higher profits than those without targeting (bcg.com, 2017). In summary – there are many ways to reach users with the application’s advertising, but the most important thing is to communicate with those who are actually interested in your product. An advertising message based on the real needs of the client has greater punching power. According to the Mobile Marketing portal, up to 80% of consumers decide to use the offer based on personalized messages. But it is worth to leave internet advertising specialists.

Bet on specialists and report to us.