HOW TO MARKET YOUR APP EFFECTIVELY WITH APP STORE OPTIMIZATION (ASO)

The latest numbers show that Apple’s App Store has 4.3 million apps available for download, while the Google Play Store has almost 3 million apps available. During the pandemic our mobile usage has seen an explosive growth advancing our mobile usage by 2-3 years. Global app spent also went through the roof with a 25% increase and $112 billion divided 30/70 to Apple or Google and the app developers. This blog discusses the top ways to market your mobile app effectively with app store optimization (ASO).

Competing with that vast number of apps requires a sound app strategy to make it to the top of the charts. Stay with us to learn what 5 strategies you need to follow to be successful at marketing your app.

1. Develop your app to your demographic

There’s an overarching difference between the users of Apple App Store and Google Play Store. iOS users generally spend more money on apps than their Android counterparts and the Apple App Store also has a higher percentage of paid apps in its stores. Android users on the other hand have to pay more per app or game in the Google Play Store.

There are more games listed on Apple’s App Store while functional and educational apps are more widespread in the Google Play Store. This already gives a good indication of where you should be focusing your marketing efforts and – if you are just starting out– which platform you should have your app developed for based on the type of app you are making.

You should also be thinking about defining user persona’s. They tell in specifics what your typical ad user is like. For example, if you have an educational app, you might want to target your ads to be displayed on platforms used by the younger demographic, such as Snapchat, Tik Tok, and Instagram. If your app is investment related, the marketing channel change to LinkedIn, GoodRx, and Crosswords Classic.

The table below shows the most popular Apple App Store and Google Play Store categories.

2. The power of advertising on social media

Long gone are the days where TV advertisement was the most effective marketing method. Today, social media advertising is the successor and you can target your advertising to geographical location, age, income, interest and much more. Customized advertising is an extremely powerful tool to get you in front of new app users. If your app is about gardening, you can target people whose interest is just that. How much more effective can you get?

The two main types of advertising are:

• Organic: You are not paying for this approach unless you hire a marketing person to set up your social media channels. The first thing you should do once you have a brand name is to register it on all social media platforms such as Facebook, Instagram, Pinterest, YouTube, and Twitter. You avoid having your brand diluted by someone else picking up your name. Once you have accounts, interact with people on those platforms to create brand awareness.
• Paid: This will be a good supplement to organic advertising, especially in the beginning where your organic reach will be limited. Paid advertising on social media platforms gives you a set number of views or clicks based on your budget and put you on people’s feeds without them having added you.

3. Focus on app store optimization

It doesn’t matter which app store you are on; app store optimization (ASO) is as important as search engine optimization (SEO) is for websites. Good ASO will help put your app on top of the rankings in the app stores with the benefit of being seen by millions of people every day. Once you are able to gain good ASO you will gain free exposure and decrease your need to spend money on other marketing efforts.

You should be focusing on the following to optimize your ASO:

• App Name: This is the most important parameter. Choosing a name that’s easy to remember, that many people are likely to search for, and not used by competitors will give you a big head start. Make sure it’s not offensive or temporary as a name change later will cause loss of brand recognition and user adaptation.
• App Description: This is the first people are going to see when they find your app. Usually the first 40 words are above the fold (meaning visible without hitting the “read more” button), so it’s important to really focus on getting people hooked in the first sentence, while still being descriptive and not deceptive.
• Keywords: You may know this from standard SEO practices. Use keywords describing your product or service, while not spamming or making the keywords look unnatural. Check your competition to see what they are using and use analytic tools such as App Annie to discover new keywords and key phrases.
• Screenshots and Videos: Show your best screenshots and embed videos to showcase the functionality of your app. It’s your chance to shine and make your app irresistible so put all your efforts into this.
• App ratings: Good app ratings and user reviews can make or break your app, so make sure every concern is taken care of in a professional manner. You may not agree with some users’ opinions, but don’t let anger overcome you or you’ll regret it later. Instead encourage your users to leave positive reviews if they like your app and email you if they encounter issues– and again try to solve every issue received.

4. Use traditional SEO to boost your ASO

ASO is the most important part to focus on to market your app, but there’s no reason not to supplement it by good SEO. You get good SEO by having a section on your website, a microsite or even a landing page dedicated to your app. Use traditional SEO methods to boost the discovery of your app.

As with ASO, you should do keyword research and use competitive and relevant keywords and keyword phrases on your web page. Having a web presence dedicated to your app shows legitimacy as you are clearly not a fly-by-night operation. It also gives you a chance to tell more about your app and demonstrate it in ways you wouldn’t be able to in the confinement of the app stores. Once your web presence becomes known across the web, it’s going to be free advertising and a place with room for app news and buzz about your app, which you can combine with “share on social” media buttons for extra visibility.

5. Take advantage of the power of influencers

Influencers are people with their own social media channels and a large number of followers. If you get your product endorsed by an influencer, there’s a larger chance of acceptance than if you were advertising on social media channels through paid ads. With a larger chance of acceptance also comes gained interest and willingness to try out your app.

Influencers often use social media channels and blogs for promotion. While researching which ones align with your app, make sure they are not controversial or have a following type of followers that would alienate other potential users of your app. It’s a good idea to stay away from political topics when possible. Get in touch with the influencer you feel would represent your app in the best possible way and talk to them about what you expect and how much it would cost. Give them as much information as you can like screenshots, videos, descriptions, articles, and your online web pages, so they are equipped with as much information as possible before publishing a post.

These 5 app marketing strategies should give you a head-start for a successful app release. Take one step at a time, make sure to do them right and not rush to the next step as quality over quantity counts. If you follow this guide, you’ll experience greater app visibility, better user adaptation and retention, lower budget spent and a significant revenue boost from optimizing your marketing strategy.