Marketing is now considered the more challenging part of launching a new app. App development is still a complex process, but the market is filled with thousands of apps that offer similar benefits, and it takes more effort to differentiate your new app with the rest of its competition.

Marketing, in general terms, means making sure that the app offers features that users can recognize, and that those features – and the app as a whole – are communicated to the right audience segments. For the latter, app start-ups and developers now rely on digital marketing.

Digital marketing offers plenty of opportunities to connect with potential users. There are countless digital marketing instruments that can be integrated into a holistic digital marketing campaign. For marketing a new app, here are the instruments you want to use.

Display Ads

Display advertising is still a fantastic way to gain traction early. Rather than waiting for users to find the app organically, you can launch a massive digital ad campaign and attract thousands of users immediately.

As a way to gain traction, digital ads are perfect for launching your app to a wider audience. With the app receiving thousands of downloads, you also benefit from its popularity in the respective app stores.

The snowball effect of digital ads – a carefully planned campaign in particular – is undeniable. Popular apps can receive up to 10 times more downloads than apps hidden in specific categories during the first couple of months.

Positive Onboarding

Yes, onboarding is just as important as any marketing campaign you run when it comes to getting your app to the right users. You want the onboarding process of the app as well as the materials that go along with the process (i.e. screenshots posted on the App Store page) to attract users.

Appetiser, a leading name in app development, is a good example of development teams that put a lot of emphasis on creating a good first impression. As part of the app development process, Appetiser works with its clients in understanding the expectations of users.

By knowing potential users and their expectations well, Appetiser can craft an onboarding process that matches what users expect, which means it has the ability to create a positive and lasting first impression for the app itself.

Social Media Promotions

It is always recommended to start actively engaging potential users on social media before the app is launched. You need time to gain traction on social media and the way to do it is by sharing stories from behind the scene.

Social media marketing is also good for increasing excitement around the app. Through teasers and similar content, you can get users excited about the features and benefits you offer through your new app. The higher the excitement level, the more downloads you will get when the app is ready.

Remember that social media is about, well, being social. Forget about sharing information with users all the time. Start asking questions, engage industry experts, interact with influencers, and build genuine relationships early in the game.

Influencer Marketing

Speaking about engaging influencers, influencer marketing is also a fantastic way to gain traction and attract more downloads. Influencers have their own audience segments, but it is easy to understand them and find influencers whose audience members are the potential users for your app.

Once you have identified the best influencers to engage, start communicating with them in a personal way. Get them involved in the development process, listen to their inputs, and place them as the heroes of the story.

Some of the influencers you engage with will willingly promote the app if they are happy with what you offer through it. Others may need to be engaged commercially as part of a bigger campaign. The former is the desired outcome, naturally, but there is nothing wrong with paying for exposure.

Search Engine Optimization

SEO may be an old digital marketing instrument, but it is an instrument you don’t want to neglect. The landing page for your app, your social media pages, and even the app’s download pages on Play Store and App Store must be optimized for search engines. There is a good reason for that too.

You see, over 80% of internet users instinctively go to search engines like Google when they need to find something. Not doing proper SEO means missing out on millions of potential users who are looking for an app like yours.

As you improve the SEO of your pages and digital assets, you will see more traffic coming from search engines. Even better, you will see that their conversion rates are high, simply because users are already interested in the features that your app offers.

Integrate these instruments into your digital marketing campaign and you can attract the right users to your app without jumping through hoops. Remember to gain traction early and to focus on reaching the right audience segments rather than boosting mere exposure. Targeted reach always leads to more downloads and active users for your app.

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A lifetime serial entrepreneur, mentor, advisor, and investor. Obsessed with the infinite realm of possibility in the digital transformation of the world, digital media, marketing and the blockchain.