Develop an iOS app is expensive, takes time and resources. That’s why it’s always very disappointing when your new iOS app doesn’t reach potential customers.
If you are in this position, you are probably looking for marketing tactics to promote and increase the visibility of your iOS app.
In this article, I’m speaking about 6 easy and efficient tactics to promote Apps on the Apple App Store. So let’s get started …
1. Start with a robust App Store Optimization (ASO)
App Store Optimization (ASO) is the process of optimizing your App page for App Store search and reaching your targeted audience organically.
Similar to Google, the Apple Store allows organic and paid channels to increase the visibility of an App on the App store. The App Store Optimization (ASO) or the “organic promotion” on the App Store consists of the optimization of the App Store product page. This is the equivalent of the search engine optimization of a page on your website.
Good ASO helps your app gain “free” visibility and leads to an increase of the organic installs coming from users performing App searches or browsing the store.
Naturally, this could also decrease your acquisition cost and boost your App monetization.
Therefore, it’s very important that your App has a well thought and written product page on the App Store. The App Page is equivalent to a website’s landing page and represents a crucial element of the user acquisition and conversion process.
A well App Store optimized page should:
Provide an engaging and enticing description
Use the App description to explain what your App is about, who is your target audience, and why people should download it.
Include screenshot and App preview
Include eye-catching and descriptive screenshots of your App screens or try to include an App preview (15 to 30 seconds long footage). Read more about App previews here.
Have a carefully selected targeted keyword
Keywords define how your app displays in App Store search results. Similar to when doing SEO for Google or Bing, you’ll need to carefully select the most relevant keywords that also have a significant search volume.
Same as in keyword research for SEO, you’ll need to use special keyword research tools in order to identify which keywords have an interesting search volume. These tools are called ASO keyword tools and the process of keyword research and selection: keyword research for ASO.
To gather more app keywords ideas, you could also use the autofill function of the App Store or check the related keyword searches.
You could also use a regular SEO keyword research tool but focus on the mobile search terms only.
In addition to using an ASO keyword tool, you can easily see which keywords your competitors are targeting and “steal” them for your App page (if they are relevant to you).
Bear in mind that the improper and irrelevant use of keywords is a common reason for App Store rejections.
Have a maximum of 100 characters for the App keywords
In order to avoid keywords stuffing on App pages, Apple has limited the length of the keywords to 100 characters total. This means that you can use different keywords, separated by commas, but because of this character limit, you should only choose and include the most relevant keywords. You are free to use as many relevant keywords that fit in this character limit, no need to use plurals.
Assigned to an App category
One App can be assigned to up to 2 categories, but it will appear in the search results of only one.
2. Use the App Store Badge
For better visibility, it is recommended that you use the Badge “Download on the App store’ on all electronic and printed communications in which you promote the app offered on the App Store.
On all online communication supports, you must provide a link to the app on the App Store, wherever the badge is used.
On your print materials, you could only include the badge with short instructions on how and why users should download your App.
The Badge can be downloaded from here
3. Offer App Bundles
All members of the Apple Developer Program with more than 1 paid app available on the App Store can create app bundles.
An app bundle is a group of up to 10 apps sold together at a reduced price.
App bundles can be purchased with a single tap and the individual apps will appear on the customer’s device.
The App bundle is a way to give more visibility to your app among users who are particularly looking for bundles and reduces prices.
More information about App bundles here.
4. Promote your App on iOS devices with iAd Workbench
iAd Workbench is a platform specifically designed to create and manage app advertising campaigns on iOS devices.
Similar to Google AdWords, it works on a CPC or CPM model. The user specifies a budget, a maximum daily spend, and the most he’s will to pay for clicks or downloads.
The ads are built, modified, and manages from the iAd Workbench Dashboard. They represent customized ad banners that users of iOS devices can see without leaving the app they’re currently using. Once your promotion campaign is live and running, iAd Workbench will start providing statistics and analytics.
iAd Workbench allows you to target users by:
- types of apps they currently use,
- types of iOS devices they use,
- movies they like,
- the music they listen to and so on …
They also have an autotargeting option. The autotargeting allows Apple to decide who might be most interested in downloading or buying your app.
iAd Workbench ads can be created in the user’s local languages (including Chinese)
Two years ago, when I was running such campaigns, the minimum campaign budget was $50.
5. Promote your App using Apple’s Affiliate Program for App Developers
Apple also has an affiliate program that allows App developers to earn commission on sales generated by their links to App Store and Itunes products.
App developers use it as an additional source of revenue and place affiliate links to a third-party app or to their own apps.
But another way to leverage the affiliate program and promote your own Apps is by doing cross-promotion. Developers can use affiliate links from within one of their apps to promote another app you’ve developed (for example, if you are promoting a paid version of an app from the free version).
That’s the link to subscribe for Apple’s affiliate program: https://itunes.phgconsole.performancehorizon.com/login/itunes/en_us acquisition
Apple’s affiliate program is run by an affiliate provider called Performance Horizon Group (PHG):
6. Try App Cross-promotion
In case you already have more than one app on the market. If the target audience is similar for all your apps, then you should consider cross-promotion.
For example, you could advertise your new app to your existing app audience or you could try to build a bigger audience for one app only.
And you? How do you promote your App? What are your ideas to gain more visibility on the Apple App store?