How to Market Apps

Competition for app downloads is fierce, markets are fragmented across multiple mobile platforms, and audiences are splintered. Getting noticed in the mobile app marketing world can be difficult. So how does one market apps in this environment?

The answer is to have an app marketing plan that goes beyond simply posting in the app store. Here is the essence of the marketing plan:

Develop and deploy a variety of media into a variety of channels

This can be done in a number of ways:

Build a product page – link it to your app store page and vice versa

The app store is crowded! It can be nearly impossible to get your app downloaded by only posting in the app store, so creating a product page that links to your app store page – and vice versa – will give you more visibility. By linking your marketing media to your product page you will create a path for your audience to find and download your app.

Make an app video trailer

The most important piece of your marketing plan may be an app video trailer. An app trailer demonstrates, engages, builds trust, educates, and informs. It gives the consumer assurance they will enjoy using an app. Video research shows the profound effects video has on key marketing metrics like intent to purchase.

A video becomes a utilitarian marketing vehicle because it can be posted on a website, product page, YouTube, Facebook, sent to app reviewers and bloggers, or attached to press releases.

Feature the trailer on your product page

By placing your app video trailer on your product page, you give your potential customers an opportunity to watch an engaging commercial for your app.

Send your app trailer to bloggers and app reviewers

Bloggers and app reviewers can be your best friends when trying to market your app. A well-made app video trailer can lead to a great review, and positive word-of-mouth can only help your app and your brand.

Post your app trailer on YouTube under a specific search term

By posting your app trailer under the appropriate specific search term on YouTube, your target audience can more easily find your video. Link this video to your product page to help guide your potential customers directly to your app.

Send out free press releases

Generating media interest is a great way to build awareness of your app. There are many free press release services that will distribute your release across the Internet at little or no cost. Many press release distribution services will even allow you to attach your app trailer for an enhanced marketing effort.

Use other media and your imagination

Remember to continue to add more media into more marketing channels. Get creative. Use your imagination to figure out what unique plan will be best for your app’s needs.

Without a strong app marketing plan, your app may end up getting lost among the hundreds of thousands of apps in the app store. When you develop and deploy a variety of media into a variety of marketing channels, you generate exposure of your app to your target audience, and if they like it, you’ll get those precious downloads you’ve been hoping for.

Joe Culotta is the author of this article on IPad App Marketing. Find more information on App Marketing here.