5 Essential App Marketing Mistakes to Avoid

2 min read
Aug 23, 2017

Creating an app is a great way to reach consumers today. After all, most people use mobile devices to access the web; in fact, mobile devices like tablets and phones account for more than 51 percent of worldwide internet usage, while only 48.7 percent takes place on desktop computers.

However, companies that create apps have plenty of competition – there are more than 140 billion apps in the Apple App Store and countless others available from resources like the Windows and Google Play stores. So, to ensure that an app stands out, proper marketing to get it in front of the people who might be interested in it is essential.

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Companies trying to figure out the best marketing strategies for mobile apps should check out the list below so they know what not to do. These common mistakes are easy to make when promoting an app. By learning about them before the marketing process starts, companies can avoid making a misstep that can hinder their app’s success.

1. Over-promising

A company may have a great idea to include in an app but may not yet have built the functionality. Or, wanting to build buzz , the company may promise awesome features that no other app offers. However, if marketers want to promote an app effectively, they need to specific and accurate about what it can do. App stores let customers leave reviews, and if people download an app based on a marketing claim and the app fails to deliver, they may leave it a bad review. This will discourage other people from downloading it in the future.

2. Not Optimising the App for the App Store

In order for people find it in the app store, the app should be optimised for app store search. Marketers should place app keywords in the app title, get reviews for the app to boost its visibility, and think about what phrases users will use to search for an app like it. Forgetting to optimise will mean missing out on tons of potentially valuable traffic.

3. Not Figuring Out Where the Downloads Come From

Companies may be investing in marketing on a variety of platforms – social media, other apps, etc. However, before they spend money on ads, they must research where their downloads actually come from. Marketers should be spending the most money where the most valuable users discover the app – and it takes a little data analysis to glean that information.

4. Not A/B Testing Marketing Messages

A/B testing allows companies to tweak and compare small elements of marketing messages (such as push notification wording and email subject lines) in order to see which convert the best. A/B testing can be critical for app marketing success, as it enables marketers to determine and focus on the strategies that are bringing in new users – and abandon those that are not.

5. Not Encouraging Continued Engagement

Marketing to customers to get them to download an app is initially helpful. However, users who only download and use the app are most likely not valuable to a company. Instead, marketers should use promotional tactics that encourage people to continue to use the app. Companies can offer discounts and rewards that are only available through the app, and let people know about what updates they’re making. App marketing is an ongoing process, and it helps ensure that customers actually keep using a platform rather than abandoning it. 

There are more than 140 billion apps in the Apple App Store.Click To Tweet

If companies want to give their apps wide exposure, focusing on marketing can be the key to success. By analysing marketing efforts and being accurate about what the apps entail, they increase the chances that their marketing investments pay off – and that consumers are happy with their product.

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