Ever wonder how the Number 1 apps became Number 1? It wasn’t just luck. It wasn’t just great design. Climbing to the top of the app store requires much more; it requires a strong marketing strategy to get your app name known.

A man standing top watching cloud

In this blog, I will focus on 3 elements of pre-release marketing that can take your app from obscurity to the top of the search results. The key to an application is to promote it like you are promoting a business, and market as you would a start-up venture.

Competitor Analysis

Before beginning the development of an app, it is important to complete a competitive analysis. An article from Tune highlights how to use your competitors to your advantage. Do some research into what contributes to their success. Review their website pages, keywords, app store postings, and what app stores they are live on. This will give you insight about how and where to launch your mobile application.

 App Store Optimization (ASO)

App Store Optimization Search Interface

The next key component of an application’s success is optimizing your application for each app store. Different app stores have different components that they review to decide if your app is number 1 or number 1,001.
One factor all stores use in the ranking is the app’s name. Kissmetrics writes, “Having a keyword in your title can improve your app’s search ranking for that keyword by an average of 10.3%.” Keywords are words consumers type into a search engine or app store search bars. 
The next item to review is the keyword selection. This is crucial to how apps are ranked in both the iTunes and Google Play app stores. 47% of iOS users and 53% of Android users find apps through their app store’s search engine.  Using optimized keywords will help those users find your app!
Once the title and keywords are optimized, the next logical step is to write the description. This is where you have the opportunity to grab the readers’ attention and provide all the details about the application. Include what it does, how to use it, and why the consumer should download it. You can incorporate any secondary keywords into the description as well, further helping your app’s rankings in the app store search.
Now that the consumer can find your app, it is important to visually entice them to purchase. According to a study by Tune, 93% of users stated they observe and consider screenshots when searching for apps in the App Store. The screenshot is a preview to the design and user experience of an application. Be sure to choose the most eye-catching screens!
The final piece to optimize your app store listing is a new feature that is available only in iTunes: app preview videos. This feature allows you to create a promotional video up to 30 seconds in length and highlight 3-5 features of the application.

 Create a Website

Zco Website Search in Toolbar

As important as it is to have a presence in the app stores, it is also important to have a presence elsewhere on the web. Building a website is another way to promote your application. This is essential if you are promoting the application via advertisements, trying to get beta testers, or are contacting press. It also provides another location for consumers to learn more about your app.
Elements to include in Website design:

  • Photos

  • Features

  • Contact Information

Your App is Ready to Launch!

Pre-release marketing is the first step to in getting mobile app downloads. Taking the steps to create your app’s brand and build an audience will bring app success when it comes time to launch.
Let us know strategies you used to marketing your application before it was released!  

Tags: app marketing strategies, press release marketing strategy, app store optimization, competitor analysis, press release tips, best mobile app strategies, app marketing