Mobile app marketing is an incredibly time-consuming process, which needs a lot of effort, work, money, etc. All developers fight for their place in the sun among all possible applications in the Google Play and App Store. If you have created an application, now it’s time to make it so that as many people as possible know about it. So let’s have a look at different types of mobile app marketing.

Organic app promotion is a promotion that requires little or no cash investment. Here we can highlight such working methods:

  1. Email newsletters. Of course, it works when you have a target base of customers, subscribers, etc. It is possible, for example, if you are launching not your first app. You can be sure that these people are familiar with your brand and are at least a little loyal, and secondly, you clearly understand how the app will benefit these people. Write an honest letter, tell how the developers tried, how and how cool and useful you have done it. Leave the link at the end of the email and tens, hundreds, and thousands of shareware installations are yours (depending on the size of your existing base).
  2. App Store Optimization. ASO is inevitable for everyone who wants their application to be easily downloaded from the stores. Carefully fill in all the fields of the application card in the store, select a high-frequency name, put catchy pictures – and the traffic starts. In fact, this is a separate science with its own laws, so it is worth researching this topic before starting work.
  3. Content. Write an article on how long it has taken you to create such a useful and needed application, and publish it on industry portals. Make reviews on specialized websites and blogs where people discuss software. Create social media accounts for posting news about the progress of the work in a colorful and catchy manner. Write, write, write. Content marketing works. Make your potential audience interested in your product.
  4. Overflowing traffic from your website or other resources. For example, you can offer to download the application to visitors logged in to your website from their mobile devices, or place application advertising banners on your website.

Most likely even if you’ve done perfectly all the above-mentioned methods, you will not get as many installs as you would like. This means that the time has come to switch to paid methods of promoting mobile applications. Here, the range of options is, of course, much wider:

  1. ASO. Ranking factors in stores depend not only on a well-filled application page but also on the indicators of the application – the number of installations, permanent active users, uninstalls, and so on. These numbers can be controlled if you buy motivated installs – installs that are made by users for money or some other bonuses. It is also a separate world worth exploring beforehand. If you are sure that the application only needs to get to the top of the stores, and then everything will go, then this method is quite justified.
  2. Contextual advertising. If you think that a person who searches for something through Google on a smartphone is your target audience, and you can interest him so much that he would not be too lazy to install your application instead of closing his need on a neighboring website, then you can try mobile search advertising, for example, Google AdWords.
  3. Display advertising. This is advertising in its usual sense: when visiting websites connected to an advertising network, or using applications that sell advertising space, the user will see your advertising banner on the screen with some interesting offer and a call to get it by downloading the application. After the click, the person gets to the side, and then the catchy images on the application page should play their most important role. At the same time, it is important that the description of the application is relevant to what the user saw on the advertising banner. No one wants to watch a teaser of a spectacular shooter, and then go over and find out that this is a card game, even if it’s about shooters.
  4. Targeted advertising on social networks. Social media makes it possible to reach millions of users around the world. The target is ideal for those whose application has a wow effect: if a user wants to download it after seeing two lines of text and one picture or video, then social networks will allow you to get a steady stream of installs.

There are also some additional ways for promotion of your product:

  1. Let’s Play (LP). The method is very well suited for promoting mobile games. It is a game recording with player comments. LP may contain tips for passing the levels of the game, or maybe a recording of the gameplay. The gameplay video shows and talks about the secrets and tricks of the game, but can be very emotional and funny. This method serves several purposes: it shows the gameplay and involves the player until the mobile game is installed; it acquaints the user with the game, tells him about some tricks; with its help, you can show beautiful graphics or intriguing game plot. The audience loves this method. A good LP can always count on a viral effect, which will only contribute to the advancement of the game.
  2. Video review of the application. It is suitable not only for games but also for other mobile applications. If we talk about a video review of a mobile game, then it is something between a trailer, an advertisement for a game, and an introduction to the gameplay. The video review of non-gaming mobile applications like language learning apps, for example, is more aimed at showing the benefits of the application, the main features, or it can even be a video guide to the application. The advantage of video is that users don’t want to waste their time and read the description of the application. It is easier for them to watch the video and decide whether they want to install this application or not. From this point of view, the video becomes a necessary element of mobile app marketing.