12 Steps To A Successful Mobile Guide Promotion

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Voila! You’ve just completed developing your mobile app guide and are preparing to launch it into the App Stores. There millions of future customers will instantly recognize its value and download it immediately. Simply sit back while your users track it down in the app store and watch your revenues multiply. That’s how it works, right?

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Unfortunately, all too many mobile guide owners fail to understand the flawed nature of the App Store search system. Also, they don’t realize the importance of creating a pre-launch checklist for their mobile guide promotion. Simply put, Apple’s App Store and the Google Play platform are poor search systems. They are inadequate to satisfy the supply and demand explosion of the mobile app ecosystem.
The good news is there are hundreds of ways to promote your app and attract your target audience. Here are 12 steps to promote your mobile guide:

1. Create a mobile-responsive micro-site.

This simple, clear and effective landing page will showcase your app and leave your users with only one call-to-action: download your app. Take a look at Instagram, SPOTLIO and Tinder for examples.

2. Tease your mobile guide apps to your existing audience.

A few weeks prior to launch, use your blog and email newsletter as kindling to start the promotional fire. Your core audience will feel like VIPs with an exclusive sneak peak and will be more inclined to share if you attach an incentive, like early-bird access or free trial membership.

3. Meet the press.

One of the time-tested proven methods of launching a new app (or company) is to reach out to the press. Research the journalists and publications in your industry and contact them personally to share your news. Make it appealing to them and offer the larger ones exclusivity on the story if it makes sense.

4. Find the influencers.

Identify bloggers and industry stalwarts that can act as super-connectors for your mobile app guide. These are the voices your audience listens to when new products enter the market, so make sure they know about you and the value you bring to the table.

5. Create a teaser video.

Let your hair down and show off your human side. A touch of comedy or thought-provoking creativity goes a long way and video remains the widely shared medium of our generation.

6. Prepare your mobile guide for the app stores.

Don’t simply copy and paste your existing website content into your mobile app description. Keep it short and sweet, using the minimum amount of words to get your value across (about 80-100 words per page) and choose attractive full-screen screenshots of your app.

7. App Store Optimisation (ASO).

ASO is the SEO of the mobile era. Accurately defining your target users, selecting the perfect keywords and localising your description can be the difference between being found and sitting alone at #973 in the App Store. KISSMetrics has some great advice on App Store Optimisation.

8. Deep Linking for maximum downloads.

Deep linking is the process of launching your native mobile guide directly from a URL. This is key for early app promotion because it lets any third party open the app from a single click, rather than driving traffic to a website or to the app store. More info on Deep Linking can be found here.

9. Always Be Social.

Social media is like pouring gasoline on your little campfire – it can quickly burn out of control – which in this case is a good thing. Find and follow trending hashtags and social influencers and test creative ways to push your app’s launch event.

10. Install viral loops.

The best way to raise awareness for a new mobile guide is through word of mouth. Install a sharing mechanism that will incentivise your early adopters to invite 5 friends each by connecting to Facebook or Twitter. Access to premium features or a free month of use for each referral can be a strong argument to recruiting new users.

11. Mind your mobile guide reviews.

The app stores hold reviews and ratings in high regard when ranking your mobile guide. Encourage your users to review your apps and address any negative reviews promptly and directly.

12. Be creative.

The app store world is still a young, awkward marketplace still finding its footing. Stay alert to new updates and ASO changes, but don’t be afraid to try something outside the box. Trust your instincts and use trial and error to keep improving your ranking and bring increased attention to your new mobile guide.

While experimentation and creativity are encouraged in the infant world of mobile app promotion, you can’t afford to bypass the basics. Create a pre-launch checklist that’s specific to your needs and research what others have done before you. Understand the rules in order to break them and realise that getting the download isn’t the final goal. If you keep listening to your customers and adding value where it matters, you can expect a long life of high engagement and an increasing monthly average users motivated to help you share and improve your mobile guide.

If you’d like to learn more about these topics or just speak to one of our experienced mobile marketing tools designers, we’re happy to set up a free consultation.



Scott Mackin on EmailScott Mackin on Twitter
Scott Mackin
Scott started Barcinno in 2012 to create and share quality, organic content telling the stories of the entrepreneurial community in Barcelona and to build a platform for startups looking for international exposure. Outside of Barcinno, Scott is an MBA graduate of the University of San Diego and works in digital marketing consulting providing brand strategy and content marketing to growing companies.
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