5 Marketing Tactics That Generate More App Downloads

August 17, 2022

By: John Tomblin, Senior Solutions Architect
PhoenixBizz, a division of Sofvue, LLC
Printed with permission of Sofvue, LLC and the author

Downloads are a crucial part of any mobile app marketing campaign. However, this isn't always as easy as it might first appear.  Unlike the famous movie quote from “Field of Dreams”, “Built it and they will come”, the quote for mobile apps would more appropriately be “build it and they might come”.  Unless the app is an enterprise being used within a single company, or an app that is only used among certain individuals within a company, mobile apps must be marketed just like any other program or service, and in the mobile app world, even more so when you consider that a new mobile app is launched every 8 seconds. 

Here are five marketing tips that you can use to boost your app download counts starting today. 

1- Prioritize App Store Optimization (ASO)

App store optimization (ASO) is the process of optimizing the listing of your app within the app store. This includes the title, description, keywords, images, and other elements of your listing. 

Unlike SEO which aims to get your website on the top of the search engine results page, ASO helps you get your app to the top ranking positions of the app stores.
Here are some ASO best practices to help you boost your rankings and get more downloads. 

Craft a compelling description: Your description needs to be concise and clear. It should give users a sense of what they can expect from your app, why they should download it, and why they should pay for it (if applicable). You should also include any special features or benefits that make your app unique.

Include relevant keywords: Include relevant keywords in the app name, title, and subtitle as these are the first things users will see when they search for an app. 

Positive reviews: The more positive reviews you receive, the higher your rankings will be. This will eventually lead to more downloads. Therefore, encourage existing users to rate your app. You can even consider incentivizing them for reviewing. 

Location: Determine where your target audience is located and tailor your app description accordingly. 

Category: Make sure you choose the right categories (the ones that are relevant to you but are not overly saturated). 

2- Run Paid Ads

Creating a great ad campaign is one of the most effective ways to increase app downloads. Ads should be relevant and attractive to users, and they should also be able to communicate the value of your app clearly and concisely.

When creating ads, it is important to keep them short and sweet. The shorter the ad, the more likely people will read it. A good rule of thumb for writing ads is to include no more than three sentences that describe what your app does and why people should download it.

The best way to start creating an ad campaign is by looking at other apps similar to yours on Google Play or the Apple Store. Look at what works well for them (both in design and copy).  You can then try to run some new ideas for your paid ad runs.

3- Leverage Social Media

Mobile apps are great. But getting people to download them can be a challenge, especially when the apps may have complex tools and functions that might not be readily understood.

It’s not just as simple as just posting your app's URL on Facebook. In order to attract new users and increase downloads, you have to create content that people want to engage with and share.

Here are some tips to help. 

- Create a promotional video for each platform (Facebook, Instagram, Twitter). This will help people better understand what the app does and why they should use it.

- Post updates about new features or improvements being made to the app. This will show potential users that there's ongoing development behind the scenes of their favorite apps—which means more functionality in the future!

- Encourage people to share their experiences with friends and family through social media posts, photos, and videos highlighting why they love using your app.

- Post screenshots or videos of your app in action. This will help people who haven't tried it yet better understand what they're missing out on!

- When budgets allow so, you can leverage influencer marketing to build trust with a wide range of audiences. However, make sure that the influencer you are partnering with has a similar audience to yours. 

4- Take Advantage of Referral Marketing

Encourage customers who have already downloaded your app to tell others about it. It's like getting free word-of-mouth advertising from some of your most loyal fans, and most importantly, be as transparent as possible. You have to make people understand how the program works and why they should refer their friends.

You can even send emails to existing customers to encourage them to refer their friends. Here are some examples of how this might work:

- If you have a product that helps people find the best places to eat in their city, you could write an email with the subject line "Hey [first name], do you know anyone who wants great food recommendations from local chefs?"

- If you're selling a course on writing copy for websites, your subject could be "Dear [first name], would you recommend this course to your friends learning about copywriting?"

- If your app lets people set up profiles where they can interact with friends and family members, send them an email saying, "Hey, we’re working on an update that will allow users to create groups within our app—would you be interested in setting one up with your family members?"

Additionally, you can consider incentivizing both the referrer and the person being referred. This will further increase the chances of getting your app downloaded. 

5- Create Compelling App Previews

The title and description of your app are the first things a user will read. By writing a compelling description, you can generate excitement about your app and increase the chances of downloads. 

Here are some tips to help. 

- Keep your app’s title simple and memorable. 
- Always use proper grammar and punctuation in descriptions.
- Describe your app’s best features in bullet points. 
- Highlight features that will appeal to your customers. 
- Explain how your app will benefit users and why they should download it. 
- Let customers know how your app is unique. 
- Add high-quality screenshots of different pages of your app. 
- A video that shows what users can expect in the app.

Tip: Keep optimizing your app to reflect the latest changes (features, UI, etc.) to build trust with your target audience. 

Conclusion

Getting your app to rank better in the app store doesn't have to be difficult. It requires time and effort, and focus, but correctly leveraging the different strategies we've outlined above will put you on the road to success. 

Or you can take advantage of our services to boost your app downloads. Phoenix Bizz has been helping businesses build and promote web, web-based applications and both Apple and Google mobile apps for over two decades. Our app store optimization experts will optimize your app to rank higher and increase downloads. To learn more about how you can attain more downloads, give us a call at 623-845-2747.

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