Apps are huge.
But you already knew that. But did you know just how big apps are?
Did you know that as of June 2015, more than 100 billion mobile apps had been downloaded from the Apple App Store alone?
Google Play? 65 billion.
These are pretty insane numbers. And get this: the world’s app obsession shows no signs of slowing down.
These numbers go up. And up. And up. And up.
The world uses mobile devices.
And mobile devices use mobile apps.
Which makes mobile apps big business.
The estimated worldwide app revenue is predicted to hit $77 billion by 2017—more than double the $35 billion it reached in 2014.
What does this mean for you?
If you’ve created your own app, you’ll want to claim your piece of the pie and cash in on it. (And if you haven’t created an app, you may want to give it some thought.)
Apps don’t sell themselves. In fact, mobile marketing is one of the hottest and most contested marketing battlegrounds of the marketing era.
With millions of apps, how do you stand above the crowd? How do you distinguish yourself in a crowded marketplace in which your innovative idea has already been iterated a thousand times? How do you get your app to the front of the crowd, to the top of the search results?
The best app marketers will pursue a mobile marketing strategy that includes both pre-launch and post-launch work. The best strategies will also include organic and paid app marketing channels.
Here’s the complete guide to app marketing that every app owner needs to follow.
Contrary to popular belief, your marketing strategy needs to start well before your app goes live in the app store. Like with any successful product, understanding who your customers are and where you can find them is one of the most important pieces of the app marketing puzzle. There are a few steps you need to take before you launch your app:
Select important keywords
To market an app successfully, you need to understand the keywords that matter. The term keyword can mean a lot of things in the app world, but at a general level, a keyword should represent a term that a customer will use to recognize what your app does. For instance, the most important keyword for a sudoku game would be “sudoku”, while the most important keyword for a calculator would be “calculator.” These are easy examples, but for some apps, the keywords may not be as obvious.
Keyword tools, such as MobileDevHQ’s App Store Optimization tool and its competitor AppCod.es make it easy to tell which keywords will be most frequently used between your and your competitors’ apps. You’ll also learn how often those keywords are searched for within the app stores.
Selecting strong keywords for your app is imperative to the success of the remainder of your app marketing strategies.
Choose a good name
It seems so obvious, but it’s not. The right name can make or break an app. Your app name needs to be unique and memorable, but it should also include the most important keywords that potential users will be searching for. An app name matters a lot in app store search. Before selecting your app’s name, be sure your choice doesn’t infringe on any trademarks – otherwise your app might be rejected from the store altogether.
Find your competitors
After you’ve decided upon your keywords, you can begin to research your competitors. Which apps rank highly in app store search results for your keywords? What are their feature sets? What other keywords do they target?
With the number of apps in the app stores today, you’ll likely find a variety of competitors, whose products are similar to your own. Take note of all your initial competitors without filtering any out. Research this long list of potential competitors and scale it down to the top 4 or 5 heavy contenders based on similarity to your app and the competitor’s success. A 1-star app with only a handful of reviews isn’t likely to be a real contender, but a 5-star app with thousands of reviews is a formidable competitor.
Choose the right category
Surprisingly, managing the category of your app is a whole science in itself. Because so many downloads are driven by the app stores’ Top Charts, it’s important to choose the category that will give your app the best shot of ranking highly in the Top Charts for your category.
The reality is that all categories are not created equally. For instance, the Social category will drive more downloads than the Lifestyle category. However, your app is going to have a harder time ranking highly in the Social category (against the likes of Instagram, Facebook, Twitter, LinkedIn, Tumblr, etc.) than in the Lifestyle category (against apps like horoscope and drink recipes ). The former category’s brands are massive and will be virtually impossible to beat, but if you’re able to do it, you will earn serious amounts of downloads. The latter category’s apps are not as entrenched by users, and it’s more likely you can rank against them, but you might not earn as many downloads from it.
Do the risk calculation for yourself and your app, understand the pros and cons of each category and choose the most relevant category for your app to drive its success.
Create an amazing icon
Your app icon matters. First and foremost, your icon conveys your app’s purpose and its style, and it is the first interaction your users will have with your app. Make your icon amazing so visitors will be more likely to click on your app after seeing it in search results. Your icon should also stand out in a grid on your user’s device, making them more likely to open and interact with your app on a frequent basis.
Fun fact about icons: Apple won’t even feature an app (an incredible driver of downloads) unless they believe the icon is well-designed and fits in with their overall look and feel. Now, that’s an added incentive to work hard on creating an eye-catching icon.
Take great screenshots
You’ll spend a lot of time finding ways to drive visitors to your app’s detail page within the app store, but that’s only half the battle. Once a visitor is at your app’s page, you need to convert that visitor to a real user by convincing them to download your app. Screenshots are an essential tool to help turn visitors into users.
Make sure your screenshots are memorable, informative and exciting. They need to draw a visitor’s eye to them, explain exactly what your app does and convey how easy your app is to use.
Draw Something does a great job of showcasing fun screenshots that include overlays, describing features of the app as shown in the example above.
Congratulations, you’ve finally launched! While some app creators like to think this is the end of the road, it’s not. In fact, it’s just the beginning. Your next big focus? Marketing your app.
App marketing can be broken down into two categories: paid marketing and organic marketing. Organic marketing refers to any method you can use to earn downloads without paying for each one. Paid marketing is any method you can use to pay for each individual download.
Some of the best ways to get downloads is organically. Spending money to get downloads is great, but the reality is not everyone can do so. So, here is how you can get free downloads:
Sign up for an app store analytics application
In order to understand your organic app distribution progress accurately, you need to first sign up for an analytics tool. You’ll want an analytics tool that will track your apps and your competitors through the Top Charts and Search Rankings.
A variety of analytics tools exist that can perform a subset of the functions you’ll need, but the two most prominent are App Annie and MobileDevHQ.
Get featured on app review sites
A high percentage of downloads for new apps occur after those apps have been reviewed by app review sites or other earned media outlets (tech news, mainstream media, niche related press, etc.). It’s important to reach out to these media outlets in order to drive a burst of downloads at your launch time.
Identify the blogs – and the authors themselves – who are writing about your direct competitors and other apps within your realm. Reach out to those authors and pitch them your app. Pitching journalists is a complex art, but there’s really only one rule of thumb to follow: put yourself in their shoes, understand their incentives (do they write popular articles, breaking news, etc?), and offer them something you would want if you were them.
Increase social sharing of content within your app as well as your app itself
Word of mouth (viral!) is another one of the most important ways new users can find your app. You have to do everything in your power to make it easy for your current users to share your app as well as content within your app.
Path does an amazing job of this. While Path is a “private social network” that is mobile only, users still have the ability to share pictures publicly. The picture will be published on Path’s website at path.com and can be shared via Twitter, Facebook or Foursquare, for anyone to view. Viewers who are not users can then see the value in Path and install the app quickly.
It’s also important to make sharing the app itself dead simple: have a way to share it via SMS, Twitter, Facebook, email, etc. The simpler the process of sharing the app, the more users will engage in the process of sharing.
Encourage users to rate and review your app
Where an app ranks in search results (and, to a certain extent, Top Charts) depends on how many ratings it has and how high those ratings are. It’s critical for your app’s success to receive as many 5-star ratings as possible.
There are plenty of clever ways to encourage your users to rate your app. The most obvious is to simply ask for ratings from within the app as users are engaging with it. You can implement this request after they’ve used the app a few times, after they’ve spent a set amount of time using the app, etc. How to encourage users to rank your app is a personal preference. You’ll have to think outside the box for interesting, and potentially more effective, ways to get your users to rate your app. For example, the app Move the Box tied virtual currency to rating their app: if a user runs out of tokens, they can rate the app to earn more.
Build a great web landing page
Mobile is great. Apps are amazing. But the truth is the web still matters. Whenever somebody writes an article about your app, they’re likely to link to two places: your homepage on the web and your app’s detail page in the app stores. Whenever a potential user searches Google for your app, they’ll find both your app’s detail page and your homepage. This makes building a great web landing page a great tool to convert web visitors into users.
Keep in mind that your app’s detail page in the app store is a very limited, non-rich, non-customized experience. Your web page should be the opposite: rich, enjoyable and engaging. In certain instances, you can even embed a web version of your app, mimicking exactly what a user will experience in the app. For instance, look at Wolf Toss: their entire game is available on iOS and Android, but it’s also available via Chrome. This gives users the ability to play the game in its entirety before even downloading it to their device.
Now that you know everything about getting organic downloads, you need to also consider paid promotion if you want your app to hit the top of the charts. Here is how you can leverage money to get more downloads:
Install Mobile App Tracking
Mobile App Tracking is a great tool to help app marketers understand exactly how many downloads come from each paid ad source. With the recent deprecation of iOS’s UDIDs, Mobile App Tracking is the most accurate way to ensure you are spending money in the right place.
For example, Mobile App Tracking gives you the ability to see that the $1,000 you spent on Jumptap gave you 100 installs while the $1,000 you spent on Tapjoy gave you 150 installs. You can use this information to tailor your ad spend to the best performing networks.
Calculate the number of downloads you’ll need to get into the Top Charts
Every category requires a different number of downloads to move into the Top Charts for that category. Do your homework and find out just how many downloads per day you’ll need to get into the Top Charts. Finding the exact number can be challenging, but you’ll be able to approximate the number of downloads your app needs to move its way up the Top Charts rankings.
To estimate your targeted download number, keep an eye on how many downloads/ratings/reviews the apps in your category’s Top Charts have and how they change on a daily basis. If the app store doesn’t offer a way to follow number of downloads, do your best to approximate. Use your app as a guide for what percentage of users also rate and review it, and approximate the other apps using this same percentage. As an example, if your app has 100 downloads and 5 ratings (5%) while your competitor has 10 ratings, you can assume that your competitor has around 200 downloads. You should be able to triangulate on a reasonable estimate for the number of downloads per day needed to rise in the Top Charts.
Run burst campaigns to rise in the Top Charts, then lower your spend and stay ranked organically
One of the best ways to rise quickly in the Top Charts is to run a burst paid ad campaign to drive rapid downloads. Once your ad campaign begins, you’ll see an increase in the number of downloads and users of your app. If your app is valuable, you’ll get great ratings and reviews, and the app will be shared by users with their friends. Due to the increase in downloads, you will now begin to rank higher in the app stores’ Top Charts.
Once you’re ranking highly in the Top Charts, you’ll be able to decrease your ad spend while your app continues to rank highly on its own. This creates a virtuous cycle of organic app growth: your app ranks highly in the Top Charts, which drives downloads and ratings, which causes your app to continue to rank highly in the Top Charts.
The Step-by-Step Guide to Free Mobile Marketing
And harder still, what’s the best way to go about promoting your app if you’re on a tight budget?
Most app creators I know are startups—a few smart people with a killer idea but not much cash to show for it yet.
Is it possible to market your app free?
Thankfully, yes—it is.
- I didn’t say “easy;”
- I didn’t say “quick.”
But free? Yep, I’ve got you covered.
Here’s a step-by-step formula I’ve found to be incredibly effective and that can get your app the exposure it needs to get major downloads.
If you’ve created an app, good for you. But that’s only the start. Once the app has been fully developed, you have a new full time job. Your job now is to market your app.
What’s my focus here? I want you to earn more money with your app.
Heck, I want you to create the next Instagram or Pokémon GO!
It’s all about the marketing.
Let’s dive in.
Start with app store optimization
App store optimization (ASO) may be somewhat of an overrated buzzword these days, but it’s an essential first step for promoting your app.
Because 63 percent of apps are found through app store searches, you’ll want to make sure that you’re adhering to some basic ASO principles.
The story becomes even more intriguing when you look at these 2014 stats from MobileDevHQ. They asked survey respondents where they found the last app they downloaded.
Boom. App store wins.
Obviously, when it comes to viral apps such as Pokémon GO, people usually hear about them online or through social networks. I don’t expect very many people to be searching for “virtual monster game” in the app store.
Nonetheless, the vast majority of app downloads happen because people are finding them through app store searches.
How do you “do” app store optimization?
Fortunately, the process is pretty straightforward and similar to standard SEO.
Some elements include:
- choosing the right keywords
- using a keyword in the title of the app
- creating an awesome description that’s catchy and fully encapsulates what your app is about
- including a series of detailed screenshots so that potential users fully understand the features.
Optimizely advises you to address these five points:
If you need a little direction, I recommend checking out this guide on ASO from Moz.
App store optimization is the process you should follow for both Google Play and Apple’s App Store.
There are, however, some significant differences between the two:
Whatever you do, start with app store optimization.
It’s free. And it’s effective.
Social proof is the lifeblood of online marketing.
You can use it to enhance the perceived value of your app and to encourage more people to download it.
I know that I personally like to look at the overall rating as well as three or four user reviews before I download a new app.
If I see that it has an overwhelming number of positive reviews, it probably means that it’s worth my time, and I feel much more comfortable clicking “Install.”
If your app has little to no feedback, I suggest you ask for app reviews.
Ratings and reviews are huge factors in the success of your app. Just take a look:
If your app has a one-star rating, only around 10% of consumers would consider downloading it. If, by contrast, your app has a five-star rating, 100% of consumers would consider downloading it.
The brutal fact of app marketing is this: If you have low rankings, you won’t get ranked, and you wont’ get downloads.
Be sure to provide notifications to app users, encouraging them to review the app as they use it.
There are numerous websites where you can obtain legitimate reviews, many of which are free. Check out this list for an overview.
Create an app landing page
Once you’ve got the nuts and bolts taken care of, I suggest building a landing page specifically for your app to add to your site.
This might include a few screen shots, some positive reviews, or even a brief video tutorial of how it works. It doesn’t need to be anything over the top. Quite frankly, it’s best to keep it simple.
Below are some examples of app landing pages.
This landing page showcases the functionality of the app while conveying the mood and sense of the app through colors and images:
Vonage’s app download page allows you to “learn more” but also gives you an easy way to download the app for your specific country.
Foursquare’s app provides that simple interface with the same SMS download option that Vonage provides.
Some of the best mobile apps usually display a picture of a phone with a screenshot of the app in use. This kind of imagery sends a message. It says “this is an app” and “this is what the app looks like.”
If you create a landing page for your app, I suggest you follow that example—a phone with a screenshot of the app in use.
Here’s the landing page for Everest:
I like the simplicity and functionality of this weather app:
If you’re already generating a considerable amount of traffic, you can turn casual visitors into app users without going to a whole lot of trouble.
Place download links on your website
You can capitalize on your site’s traffic by simply creating download links to your app and placing them on your site.
A logical location would be right next to your social media links. Above the fold is ideal.
With hardly any effort, you can bring some considerable attention to your app by leveraging the existing traffic you’re generating.
Make sure you use the standard download images. Most users have been conditioned to recognize these icons. When they glance at your website, they’ll instantly notice these buttons and click and convert.
Reach out to tech publications
In my opinion, positive press is one of the best ways to jumpstart a company or, in this case, an app.
Imagine if your app could get a positive mention on a place such as Mashable!
If you want to take your app from relative obscurity to a global audience, tech publications are just the ticket.
But to be totally honest, this is by no means a cakewalk, especially if you are targeting big name publications. But it’s definitely feasible with a little persistence.
Here’s what you do:
- Research tech publications and any other media outlets relevant to your niche. This post has some examples.
- Develop a pitch for an article that will feature your app while providing value for a publication’s target audience.
- Contact editors.
I will say that most editors are incredibly busy, so it may take some time to get a response (a week or more isn’t uncommon).
Don’t get discouraged if you don’t get an instant response. Just keep at it until you break through.
Keep sending emails, and keep following up.
If you can get your app featured on a site such as TechCrunch or Mashable, the effort you put in can pay handsome dividends.
For starters, I suggest you use this list from Spacechimp as a source of places to get reviews and mentions.
This method is totally free. But it does take some serious time.
Reach out to influencers
While guest blogging may not have quite the same impact as a write-up in a tech publication, this route tends to be easier and can still get significant results.
The key here is to perform some research and find a handful of blogs that are related to the niche your app is in and that have an audience that would be interested in it.
For instance, a productivity app might reach out to Lifehacker to see whether they can get featured in the annual Lifehacker Pack.
You’ll want to follow the same basic formula that you would for reaching out to a tech publication and develop a quality pitch that a blogger can’t say no to.
Just make sure you fully familiarize yourself with their style and tone first.
Promote on social media
If you’ve already got a sizable audience that’s dialed in, you should be able to gain some decent exposure.
In this case, simply promote your app directly, or post links to articles featuring your app.
If your audience isn’t large enough to help you promote the app, I recommend contacting relevant influencers to see if they’d be willing to share your app with their followers.
Sometimes, this is all it takes to crank up your exposure exponentially.
However, I’ve found that this is usually a numbers game, so you’ll want to reach out to at least five influencers.
How to Improve the Ranking of Your Business Mobile App
Your app won’t be successful unless you can get people to download it.
Ultimately, the more downloads you get, the greater the chance you’ll have of getting more sales and increasing your total revenue.
The ranking of your mobile app has a direct correlation with the number of downloads you’ll get. But getting lots of downloads will also improve the ranking of your app.
It’s a constant cycle. Basically, if you’re able to get downloads, the popularity of your app will increase.
As a result, the ranking will improve, and the downloads will continue.
While it may sound complicated at first, it’s not difficult to understand. I’ll explain what you need to do to drive downloads and improve the ranking of your mobile app.
Understand the basic concepts of app store optimization (ASO)
For starters, you need to understand ASO, which is short for app store optimization.
Having a mobile app without focusing on ASO is like having a website without focusing on SEO (search engine optimization). ASO is extremely important.
That’s because such a large percentage of app users discover new apps by browsing the app stores:
Think of the app store as a general search engine.
Someone knows what they want but doesn’t know where to find it. So they type some general terms into the search box.
Just like with a web browser, mobile users won’t go through dozens of results after they conduct a search. They’ll select one of the top results.
Those are the apps that will get the most number of downloads.
It’s the same concept as Google searches. The top ranking results will get the majority of the traffic.
You need to learn which factors can increase your chances of getting ranked higher according to ASO. We’ll cover some of these concepts as we continue.
Recognize the differences between the Apple App Store and Google Play Store
Let’s continue talking about the basics. There are two main app stores.
The Apple App Store is for iOS users, whereas the Google Play Store is for Android users.
Depending on your business, your app might be available on one or both of these platforms.
You need to know which factors impact your ranking in each store. The algorithms for ranking apps are not the same.
Here are some of the key similarities and differences between the Apple App Store and the Google Play Store:
As you can see, the title of your app has the highest impact on your ranking in both stores. We’ll talk more about your title in greater detail shortly.
Similarly, the ratings and reviews of your app also affect the ranking of your app on each platform.
However, there are some major differences as well.
Your app’s description impacts rankings in the Google Play Store. But iOS users may not want to download your app unless you’re able to describe it, even though the description doesn’t directly impact your ASO. But we’ll discuss tips for writing app descriptions later on.
The keywords field in Apple App Store apps will impact your ranking, but that field isn’t even an option in the Google Play Store.
Ultimately, you’ve got to find the right approach to each of these two stores.
You can’t expect the same ASO strategy to work for each platform, so you’ll need to make the necessary changes in your listing in each store.
Make sure you have a great title
You need to put some thought into creating a title for your app. This may be easier for some of you than others.
For example, if you already have an established business and your app is just an extension of it, you’ll want the name to be the same for your branding purposes.
But those of you who are launching an app as a completely new business will benefit from reviewing my tips for naming your startup.
You want the title of your app to explain the function of your app and what it does.
Here’s an example of a great title from OfferUp:
OfferUp is an app designed for buying and selling goods. As you can see, those keywords are also included in the title for ASO purposes.
However, it’s worth noting that the Google Play Store could potentially suspend your app if you’re using repetitive and irrelevant keywords in your title just to improve your ASO ranking.
Here’s something else to take into consideration. The Google Play Store gives you a 50-character limit to name your app.
But the Apple App Store has a 30-character limit for titles.
As far as the ASO algorithms are concerned, having different names on each platform won’t impact downloads.
However, from a branding perspective, you want your app name to be identical in each store. Here’s why.
Let’s say a user with an iOS device downloads your app from the Apple App Store. Then they recommend it to a friend who has an Android phone.
If the names are different, it can cause major confusion. That new user may not be able to find your app if they’re searching for the wrong title.
Write an informative description
As I explained earlier, your app description impacts your ranking in the Google Play Store.
This is a great opportunity for you to include relevant keywords that prospective users may search for when browsing for a new app.
Even though your description is irrelevant to your ASO ranking on the Apple App Store, you still need to write one that’s informative. Why?
Well, how else will people know what your app does? Sure, the title may give them some kind of indication, but the description is your chance to shine and explain your app’s functionality.
If you want to know how to write a great description, take a look at this example from Uber:
I pointed out some of my favorite parts.
For starters, the entire description isn’t displayed when a user first clicks on the app. That’s why the opening lines are the most important.
In the first three sentences of this description, Uber clearly explains what its app does.
As the description continues, it showcases the platform’s availability in cities across the globe. There is even a simple step-by-step guide to explain how the app works.
Another great part about this description is how it promotes all the services offered within the app.
Customers who want a simple and affordable way to get around will benefit from using uberX. If someone wants to save even more money, the description recommends uberPOOL.
The description explains that UberBLACK is intended for customers who want to ride in a high-end vehicle.
Uber also offers rides to app users who need accessibility features and to people traveling in big groups. All of this information was clearly written in the description.
Keep this in mind when you’re writing the description for your app. Make sure it’s simple while still highlighting the top features and how the app works.
Encourage users to rate and review your app
How your app is rated and reviewed will have an impact on your ranking in both app stores. It’s important you encourage users to review your app.
Your star rating impacts your ranking in a number of ways. First of all, the higher your rating, the greater your chances of getting ranked higher.
And having four or five stars increases the chances that consumers will download your app.
In fact, 79% of users check ratings and read reviews before they download a new app.
As you can see in the graphic above, if your app is rated too low, people won’t even consider downloading it.
This is why it’s important for you to encourage users to rate and review your app. For the most part, people won’t write a review unless they have a really good experience or something terrible happens.
But an average user has no reason to go out of their way to write a review.
That’s why you need to ask them. Otherwise, your app ratings will just be from people who experienced something extreme.
Send users a popup or push notification that gives them an incentive to rate your app and write a review. This will improve your ASO and make your app more appealing to new users.
Improving the star rating of your app will do more than just increase your ranking. It also has a direct correlation with your conversions.
Check out this example from Medium:
Its conversion rates went from 36% to 47% as the app star rating jumped from 3.9 to 4.3.
Improving the rating by a small margin increased the app’s conversions by more than 10%.
Use screenshots to showcase the in-app experience
Your title and description can do only so much.
It’s one thing to tell users what your app can do, but it’s another thing to actually show them. That’s why you need to include screenshots.
Screenshots give you a chance to show off your app’s versatility.
For example, you wouldn’t want to show four screenshots of one feature. It makes much more sense to showcase different features with each image.
Let’s say you have an app for your ecommerce store. Showing screenshots of just products isn’t utilizing the option to its full potential.
You’re better off showing screenshots of your navigation, search options, checkout procedure, and payment methods. This will give the prospective user a much better indication of how the app functions.
Now, your screenshots aren’t directly tied to ASO. However, they’ll help you drive more downloads, which will ultimately improve your ranking.
Here’s a great example of screenshots displayed on the Delta app listing:
As you can see, each screenshot shows something different.
The first image shows what the app looks like on the day of travel. It’s a digital boarding pass that can save you time at the airport.
Next is an image that displays the user’s profile. The Delta app also shows travel notifications in an organized feed. This can keep users informed if there is a gate change or flight delay.
Finally, the last screenshot shows how users can book a trip directly within the app.
Varying screenshots increase the chances of your app being downloaded.
Create a video to demonstrate your app
In addition to taking screenshots, you can also use videos to demonstrate how your app works.
Just take a look at these numbers that show how many of the top 50 apps in the Google Play Store and Apple App Store incorporate videos:
As you can see, the majority of the top grossing apps on both platforms use videos.
Users are three times more likely to download an app after watching a video about it, so this strategy will definitely help you drive downloads.
Design an eye-catching app icon
Don’t overlook the design of your app icon.
While this doesn’t necessarily affect ASO, it will still have an impact on downloads and the way your app is perceived.
The app icon needs to be attractive so that it stands apart from other apps when users are browsing.
It should be memorable and related to your overall branding strategy. Don’t make it too similar to another app, especially if it’s your competitor.
Think about how your app is going to look once it’s downloaded to various devices. It needs to be visible against as many backgrounds as possible.
Take a look at the Slack mobile app icon:
It’s colorful and draws attention. But it’s still simple.
Do you notice anything else about this app listing?
It has a video in addition to screenshots, which is a strategy I just finished discussing.
Promote the app on all your distribution channels
To get more downloads, ratings, and reviews, you need to promote your app.
Leverage all your distribution channels for this. Convert your social media followers into app users.
Create YouTube content that drives people to your app store listing. Market the app to your email subscribers.
Share download links to the app on your website. Here’s an example of this strategy put to use by Hotel Tonight:
Even if you’re running your app as a new business without any physical stores or online purchase options, you still need to have a website as a promotional tool.