A large part of applications are downloaded by simply browsing a store or browser. In other words, approximately 50% of application downloads are made via random browsing on stores.
That means we have to guess what he's going to be looking for and be present where he's going. This is what we call “adapting to the user's universe of reference”. It is possible to invest a user's reference universe through paid marketing, or through free tools. But how do you know which tools to choose?
It's about getting people talking about your app in traditional media: paper and online newspapers, online newspapers, pure-player sites, tv, radio etc. The best way to get visibility within a media is to provide content that interests the audience of the media in question. We must therefore facilitate the work of journalists by offering them a content ready to be published.
Here is the checklist of actions to take to conduct a press campaign:
The only downside to this type of campaign is that they are repetitive and time-consuming. But it's a great way to get in touch with a well-targeted audience, without spending a single euro.
For these types of campaigns, the most important element to control is time. It is necessary to:
The idea is to provide a ready-to-use kit to each influencer with a strategic position, so that they only have to copy and paste the information if they validate it. The more you understand the audience of each communication channel, the more likely you are to seduce and therefore to get people talking about the application
It is therefore interesting, regardless of your marketing budget, to establish relationships of trust with influencers in the field and to interact with them on social networks in order to have quality allies throughout the life cycle of the application.
Cross-promotion is generally carried out between two publishers who have a limited marketing budget for their application.
It is an exchange of good processes: traffic from an application A is directed to application B and vice versa, thanks to a page within application A and application B that references partners.
Whether you are exchanging impressions, clicks, or downloads, the principle remains the same: The system must be a win-win, and that one of the applications does not vampirize the audience of the other. Also, it is recommended not to cross-promote with the competition.
Cross-promotion can involve either an exchange of advertising inventory, or, where appropriate, through a mini-store system. In the first case, the promotion is seen as an ad, in the second case, as a recommendation.
This cross-promotion can take the form of a recommendation interstitial, or it can be completely integrated into the application via a new tab and push relays.
Facebook, Pinterest, Twitter, Reddit, Reddit, LinkedIn, LinkedIn, Snapchat etc. are all tools that can be used completely free of charge to promote your application. Your approach should allow you both to target the most interesting social networks for your project, but even more precisely, within these networks, to find the groups that are likely to be driving forces. For example, for Facebook, it is recommended to create a page dedicated to your application, then look for groups that bring together your potential customers according to their interests, integrate them, and promote your application directly within these groups. It is also possible to carry out this targeting via sponsored posts that are paid for.
Then there are the completely original methods that apply to most products and which are therefore entirely applicable to the application market.
It's up to you to find your exceptional idea!
So there are over 8,000 left? to be devoted to mobile advertising, or to encouraged or non-encouraged downloads via a communication campaign on social networks or within traditional media.
It is therefore possible to promote your application without spending a single euro. One of the priority objectives for mobile project leaders with small budgets is to be ranked among the best referenced applications on the App Store and Google Play Store. And to do so, you can use the tools presented above and deepen your mobile marketing knowledge by becoming an expert inApp Store Optimization !