Emerging in the App Store, Apple or Google, is not an easy job. However, it is essential to think about it before releasing your mobile application. Being visible on Apple AppStore or Google Play is essential in the success of your App. You need to plan your mobile app marketing. App Store Optimisation (ASO), SEO (Search Engine Optimisation) for Application stores, is a main point of your app marketing plan.
A quick view on figures to show the importance of optimizing your visibility on AppStores
In june 2013, there is about:
- 850,000 apps for iPhone and 350,00 apps for iPad on Apple AppStore
- 700,00 apps on Google Play
The last iTunes version has reduced the number of categories. Competition for emerging is stronger because you have more competitors in your category. The result is that majority of mobile applications have not or very few downloads.
The fact is that less than 20% of apps have been rated on Apple AppStore. For ranking in the top 5 of the french Apple AppStore, you need 20/30k download per day and the CPI (Cost Per Install) is between 0,80€ and 1,20€.
Moreover, the growth of mobile usage and number of mobile apps available should make it harder to emerge without important marketing investments.
This is just to point the importance of mobile app marketing and App Store Optimization to be a key point in your strategy for emerging. Here are some tips and tools you have to keep in mind to help you in how to market your app:
1. What are the decision triggers when downloading a mobile app ?
When a person choose to download an app, the points that influence are:
- Description for 25%
- Reviews for 24%
- Images and screenshots for 23%
- Stars and ratings for 13%
- Icon for 13%
2. A mobile App with a good User Experience
No need to say that your mobile application should:
- Be useful or entertaining for your market targets
- Have a nice design
- Be ergonomics
The most important is to prevent from bugs. Error and crash will result in having bad reviews (24% of decision trigger are based on reviews).
3. Mobile App Marketing plan
Communication can be expensive. Your marketing strategy will depend on your budget and your targets. Whatever your plan is, focus your ressources on 3 days instead of a month. Your ranking in tops actually depends on the number of downloads on consecutive days. Once in tops, your mobile apps will be naturally downloaded.
Here are some cost effective points to implement :
- Press Relations is essential when releasing your app. Use promocodes for blogs/magazine readers. You can also pay for a review.
- If you already have an installed base, use autopromo (mobile to mobile is more effective)
- Make a video demo. You can use it for PR, minisite, Youtube…
- Apple featuring plan : free but only few mobile apps are selected by Apple
- Display campaign (Facebook Ads for Apps, Tapjoy, Google Admob, Ad4Screen, …)
- App Store Optimization (ASO) : everything is set when submitting your App. And there is several things you can do for optimizing your App Store submission
- Publish a website for your mobile App
4. ASO: App Store Optimization
Prepare releasing date
Think about the best date for your target (Christmas might be a good timing for a game but not for a banking application). The trick here is that Apple validation can last several days to a couple of months. You can have more information here : Tracking of average App Store review times.
To prevent from this delay, you can make intermediate submission. The first submission is generally the longest.
A good practice is to avoid manually submission and use automatic validation on iTunesConnect.
Rate your mobile app quickly
Apple give you a rating only after 5 notations. So, get rated right after releasing to get more chance to be in tops. Be sure to synchronise your releasing date with your marketing plan and ask your friends to note your mobile app.
Description and screenshots of your mobile application
If you are not in the top ranking, this point is even more important. The only way to find your app will be by using the search tool (64% of apps are downloaded after a research). In general, only one word is used while searching and 80% of researches concern category or center of interest.
- Add keywords in your mobile application name. This name should tell what your app is doing
- Add description in your screenshots
- Write a simple, clear and well organized description : pitch, rewards if some and features. A good tip is to insert a “call to action” at the end for encouraging download
Choosing the right keywords for your mobile application
You can use 100 characters (about 10 keywords)
- Use comma between keywords without space
- Do not repeat the same word
- It is useless to use the app name or publisher name
- Use singular instead of plural
- Check your competitors keywords
You can use some SEO tools for App Store Search to help you in choosing the right keywords:
Mesure your performance
Here are some tools you can use to help you in monitoring your mobile app marketing:
- App Annie: analytics tools and intelligence
- AppBooster d’Appsfire: a tool for managing notifications and ask for feedbacks and ratings.
I won’t tell you that Appaloosa Store can help you improving your App Store ranking. It won’t! But if you are developing a public mobile application, Appaloosa is a good tool you can use for beta testing and get some feedbacks before releasing.
Have you experiment some nice App marketing strategies? Share your tips and tools!