Marketing channels to promote your mobile app. Here are some of the best practices in the market on what all you could do with your mobile app discoverability. These parameters can be applied to any application from any category and its tried and tested by all the applications that are doing really well in the market.

1. MARKETING CHANNELS TO PROMOTE
YOUR MOBILE APP
SHAHNAWAZ KARIM

2. LOW COST, LOW
SCALE, HIGH ROI
1
FRIENDS
AND FAMILY

3. THE STORE RANKING ALGORITHM(S) IN CHARGE OF DETERMINING
WHICH APPS TO RANK HIGHER IS PRIMARILY DRIVEN BY THE NUMBER
OF DOWNLOADS
IT’S ALSO INFLUENCED BY THE NUMBER AND RATING OF USER REVIEWS
ENCOURAGING PEOPLE YOU KNOW TO DOWNLOAD AND REVIEW YOUR
APP MAY PRODUCE LIMITED RESULTS, BUT IT IS VERY EASY TO DO,
COSTS NOTHING AND WILL YIELD GUARANTEED RESULTS.

4. LOW - MED COST, MED
SCALE, MED - HIGH ROI
2
APP LANDING
PAGE

5. USING A LANDING PAGE AS A SHOWCASE FOR YOUR APP TO PROVIDE ENGAGING,
EDUCATIONAL CONTENT DESCRIBING WHAT YOUR APP DOES AND WHY PEOPLE
SHOULD DOWNLOAD IT IS KEY
HAVE A DEFINITIVE CALL TO ACTION AND LINK TO YOUR APP LISTING!
SETTING UP A LANDING PAGE BEFORE YOUR APP LAUNCHES IS A GREAT WAY TO
COLLECT EMAIL ADDRESSES TO FUEL YOUR MARKETING CAMPAIGN.
WHILE WEBSITES TYPICALLY ARE EASY TO SET UP, YOU MUST PULL PEOPLE TO
YOUR WEBSITE BEFORE IT CAN DO ANY MARKETING, EVENTUALLY REDUCING THE
ROI AND INCREASING COSTS

6. LOW COST, HIGH
SCALE, HIGH ROI
3
FEATURED BY
THE STORE

7. BEING FEATURED IN THE BEST APPLE APPS OF JANUARY, EITHER STORE’S EDITOR’S CHOICE OR THE
GOOGLE PLAY GETTING STARTED GUIDE ARE SOME OF THE BEST, FREE WAYS TO ACQUIRE NEW USERS
DUE TO THE HIGH INTENT TO DOWNLOAD OF PEOPLE BROWSING FEATURED LISTS AND ALSO THE
CREDIBILITY THAT BEING FEATURED BY APPLE OR GOOGLE LENDS TO YOUR APP.
WHILE ONLY A FEW APPS OUT OF MILLIONS OF APPS IN ANY STORE ARE FEATURED, THE BEST
METHODS ARE:
1. CONTACTING THE APPLE OR GOOGLE EDITOR TEAMS
2. REGULARLY ADDING NEW FEATURES TO YOUR APP
3. LEVERAGING A NEW TECHNOLOGY/DEVICE (E.G. GESTURE / 3D TOUCH)
4. CREATING AN APP FOR A TRENDING TOPIC (E.G. EXAMINATION TIME)

8. LOW COST, MEDIUM
SCALE, HIGH ROI
4
YOUR APP
ITSELF

9. ENCOURAGING USERS WHO USE YOUR APP TO RATE IT AND SHARE
IT WITH THEIR FRIENDS IS A COMMON TACTIC EMPLOYED BY APPS,
AND FOR GOOD REASON.
DON’T OVER-PESTER USERS
ENSURE ALL CRITICAL BUGS HAVE BEEN IRONED OUT BEFORE
ASKING USERS TO REVIEW YOUR APP

10. LOW-MED COST, LOW-MED
SCALE, MED-HIGH ROI
5
APP INDEXING

11. THIS IS THE LATEST TECHNOLOGY MADE AVAILABLE BY BING,
GOOGLE AND APPLE, WHICH ENABLES YOUR APP TO BE INDEXED
AND DISCOVERED BY SEARCH ENGINES, JUST LIKE WEBSITES
JUST GET YOU APP INDEXED INTO THESE PLATFORMS AND SEE HOW
MUCH TRAFFIC IT DRIVES FOR YOUR APP ON SIMILAR SEARCHES

12. LOW-MED COST, HIGH
SCALE, HIGH ROI
6
PR/
INFLUENCERS

13. REACH OUT TO PEOPLE, BRANDS OR COMMUNITIES THAT HAVE A
LARGE FOLLOWING AND ENCOURAGING THEM TO GIVE YOUR APP A
SHOUT, ESPECIALLY DURING YOUR INITIAL LAUNCH.
RESEARCH AND REACH OUT TO INFLUENCERS, ELSE HIRE A PR
CONSULTANTS TO TAP INTO THEIR NETWORKS ON YOUR BEHALF.

14. LOW-MEDIUM COST,
HIGH SCALE, HIGH ROI
7
APP STORE
OPTIMISATION

15. THE APP EQUIVALENT OF SEARCH ENGINE OPTIMISATION AND FOCUSES ON
IDENTIFYING THE KEYWORDS YOUR APP CAN RANK BEST FOR AND OPTIMISING
YOUR APP STORE LISTING (DESCRIPTION, SCREENSHOTS, VIDEO, APP ICON, ETC.)
FOR CONTENT THAT BEST CATCHES A USER’S ATTENTION AND CONVINCES THEM TO
DOWNLOAD YOUR APP.
APP STORE OPTIMISATION MUST BE CONTINUALLY MANAGED, AS COMPETITION
AND USER TRENDS SHIFT CONSTANTLY.
ACCORDING TO AN APPTENTIVE STUDY, OVER 50% OF PEOPLE DISCOVER NEW
APPS BY BROWSING IN AN APP STORE.

16. MED COST, MED
SCALE, MED-HIGH ROI
8
CONTENT
MARKETING

17. CONTENT MARKETING CAN PERFORM BETTER THAN ADS BECAUSE IT GIVES
AWAY SOME VALUE TO PEOPLE DURING THEIR SEARCH FOR INFORMATION, AND
IN DOING SO BUILDS CREDIBILITY AND TRUST WITH POTENTIAL USERS
CONTRIBUTING TO ONLINE COMMUNITIES OR WRITING BLOG POSTS REQUIRES
SOME SIGNIFICANT EFFORT BY KEYWORD RESEARCH, FINDING RELEVANT DATA
POINTS AND PUTTING IT ALL TOGETHER IN A NICE PACKAGE
THE TRICK IS TO GIVE JUST ENOUGH BUT NOT TOO MUCH. ADDITIONALLY,
POSTING CONTENT TO YOUR SITE HELPS BUILD YOUR WEBSITE’S SEO
RANKINGS.

18. MED COST, LOW-MED
SCALE, HIGH ROI
9
EMAIL
MARKETING

19. EMAIL MARKETING IS ONE OF THE HIGHEST CONVERTING CHANNELS.
USERS ACTIVELY SIGN UP AND THUS QUALIFY THEMSELVES AS INTERESTED
IN YOUR PRODUCT IN ORDER TO BE ADDED TO YOUR EMAIL CAMPAIGN.
COLLECT EMAILS IN THE FIRST PLACE AND START BUILDING YOUR LIST:
1. PULLING FROM YOUR OWN CONTACTS
2. SIGNING USERS UP FROM YOUR WEBSITE
3. ACQUIRING THROUGH AN EMAIL AD CAMPAIGN ON FACEBOOK OR TWITTER

20. MED-HIGH COST,
HIGH SCALE, MED ROI
10
SOCIAL MEDIA
MARKETING

21. WITH THE MASSIVE REACH OF SOCIAL PLATFORMS, IT’S AN EXCELLENT WAY
TO SCALE YOUR MARKETING MACHINE.
THE KEY TO SUCCESSFUL SOCIAL MEDIA MARKETING IS CREATING CONTENT
THAT ENGAGES, EDUCATES AND ENTERTAINS, RATHER THAN INTERRUPTS.
RESEARCHING HASHTAGS, ENGAGING WITH USERS, CRAFTING QUALITY
CONTENT, ANALYSING PERFORMANCE AND STICKING TO A REGULAR
POSTING CADENCE IF DONE PROPERLY, CAN BECOME ONE OF YOUR BEST
PRODUCT MARKETING CHANNELS

22. HIGH COST, HIGH
SCALE, MED-HIGH ROI
11
MOBILE
ADVERTISING

23. WHEN YOU’RE READY TO SCALE YOUR PRODUCT OUT, IT’S TIME TO START RUNNING
SOME ADS. THERE ARE A VARIETY OF MOBILE ADVERTISING PLATFORMS AVAILABLE:
1. SOCIAL (LIKE FACEBOOK ADS OR TWITTER ADS)
2. AD NETWORKS (LIKE APPLOVIN OR CHARTBOOST FOR GAMES)
3. HIGH-END MARKETING PLATFORMS (LIKE ROCKETFUEL OR ADOBE)
4. RANK BOOSTING CAMPAIGNS (FREE APP A DAY / APPGRATIS), WHICH FOCUS ON
DRIVING A QUICK SPIKE OF DOWNLOADS TO IMPROVE YOUR APP’S RANKINGS, WHICH
THEN CAUSES A “HALO EFFECT” OF INCREASED ORGANIC DOWNLOADS VIA HIGHER
APP VISIBILITY.

24. THESE ARE JUST SOME OF THE THINGS THAT ARE GUIDING YOUR STRATEGY.
BEST ROUTE IS TO START MOVING THINGS.
IT WOULD NOT JUST HELP YOU DRIVE THINGS BETTER BUT, HELP YOU
UNDERSTAND WHAT EXACTLY IS MISSING AND FILL THE GAPS
Shahnawaz

25. SYED SHAHNAWAZ KARIM
@SHAHNAWAZKARIM
THANK YOU