Everyone has them, everyone uses them: apps. Whether it’s the weather forecast, news, or quick entertainment on the go—these small programs serve countless purposes today. From a business perspective, however, app installations unfortunately don’t happen on their own. Whether on Android, Apple devices, or other devices, whether in the Google Play Store, App Store, or elsewhere: A well-thought-out app marketing strategy is needed.
When it comes to app marketing, you shouldn’t just set up and populate your app correctly—you also need to promote it successfully—and do so regularly to keep attracting new people to your app and gain more active users. This is no longer just about promoting your app in the App Store or Google Play Store: You need your own campaign! You can find more about the basics in our article App Marketing: How to Successfully Market Your App.
Remember: Just creating an app isn't nearly enough! Even the best content and offers are worthless if no one knows about them. Only the right promotion guarantees successful app marketing.
But how do you ensure that your app gets downloaded and used regularly? We've put together the most important basics: 14 Ideas for Marketing and Optimizing Your App.
Three channels – a strategy
Before we get into the details, it’s worth taking a look at the three basic types of channels in app marketing. The following 14 ideas can all be classified under one of these categories.
| Channel Type | Examples from this article |
|---|---|
| Owned Media (own channels) | Point-of-sale promotional materials, company website and landing page, email newsletters, social media channels |
| Earned Media (Earned Attention) | Public Relations, Word-of-Mouth Marketing, App Reviews |
| Paid Media (Paid Advertising) | Paid Ads, Social Ads, Participation in Events and Awards |
14 Ideas for Successful App Marketing
1. Advertising opportunities directly at the POS (Point-of-Sale)
Here are the options for Drawing customers' attention to the app, very diverse: display stands, flyers, billboards, coupon codes, ceiling hangers, print ads, loyalty cards, roll-up banners, in-store TV, promotional campaigns, and much more.
Traditional advertising, such as TV or radio spots, can also be used. The advertising message must be engaging so that users are motivated to search for the app in the store. We’d be happy to create the promotional materials for you and handle printing and shipping—you can easily order them right from the dashboard.
2. Package inserts and print ads with a QR code for app download
Remind your customers about your app by including a Flyer in the package. With this flyer, your customers can easily download the app using a QR code. Create an extra incentive by combining the code with a coupon, for example—this can have a big impact on your marketing efforts.
3. Public Relations: Provide information about developers, usage, and related topics
To do this, you can hire a PR agency. For companies with a smaller budget, an alternative is to specifically search for relevant online magazines and blogs related to the app’s topic. A targeted inquiry with your own Press Articles can already be very helpful in drawing attention to the app.
4. Events and Awards
Another option is events and, for example, the Submission for awards. This generates public attention and reach. It also allows you to showcase your app to a broad audience.
5. Integration and linking on your own website
Another option to promote apps is, of course, the own website. It's important that app ads are placed where they're clearly visible:
- Main menu
- Sidebar
- Header
- Footer
- Website text and blog articles
- Contact page
- Social media icons
6. Subpage and landing page on your own website
On a so-called Landing Page You can highlight the benefits of your app in a detailed app description, clearly explain the sign-up process and the app’s benefits, and encourage visitors to download it. You can also directly promote in-app promotions to create additional incentives for downloads.
Take advantage of this opportunity and share the link to your landing page through as many channels as possible. By including direct links to the Google Play Store (Android) or the Apple App Store (iOS), you can make it as easy as possible for users to download your app.
Make sure your landing page is easy to understand right away, clearly communicates its value proposition, and includes a clear call to action.
7. Paid Ads
You should also look for opportunities to promote your app on external sites. It doesn't have to be expensive: Many blogs and smaller websites sell Advertorials or publish content related to the topic Guest Posts. This is how you can showcase your app to a large audience—and usually at a very affordable price.
8. Emails & Email Newsletter Campaign
If you want to showcase your app as prominently as possible and without distractions, you can, of course, also create a separate email campaign. Add a link directly to the App Store or Google Play Store . Tip: A standardized email signature for all employees—especially those who have a lot of contact with customers—is also an excellent place to draw attention to your app.
Use your existing hello again newsletter tool for your current newsletter subscribers or for all customer loyalty program users.
9. Social Media Marketing Tips for App Installations
Recommendations via Social Media also drive app downloads. Promote your app through your Facebook page or other social media channels. Other users might share your posts—which will help increase your app’s visibility.
Also run paid Ads on Facebook, Instagram, LinkedIn, and similar platforms, to get new and existing customers excited about your app. For example, highlight the benefits and added value of your app.
Be creative in making your application as entertaining or interesting as possible! Encourage your community to share it, and offer a few small „goodies“ in return, for example.
10. App Marketing on Facebook: Mobile App Ads and CTA Buttons
Facebook offers very effective ways to promote your app:
- Mobile App Ads: In just a few steps, you can set up an ad campaign for your own app and, just like with traditional Facebook campaigns, define your exact target audience.
- CTA on the Facebook page: Create your own call to action, such as „Use the app.“ This will take customers directly to the App Store.
11. Recommendations and Personalized Advertising
First and foremost, you should tap into your personal network and let your friends and acquaintances know about the app. There are no limits to your creativity here: from sending a message to your email list to inviting your friends. One small but effective method that’s unfortunately often overlooked is mentioning the app in your email signature.
Personal Recommendations They are among the most effective and affordable marketing tools available—use them strategically for your app.
12. App Reviews, Promotion, and User Engagement
Does your app already have a lot of positive Reviews, then take advantage of that. For example, encourage your customers to rate your app after a purchase by rewarding them with a coupon. Another extremely important factor here is the User Support and the Response to Negative Feedback.
The Responding to Inquiries It should always be provided as promptly as possible and, above all, be helpful: This means truly addressing users’ questions and problems, avoiding stock answers, and, most importantly, offering a solution.
13. App Store Optimization (ASO)
Searching the store is already the second most popular way to find apps. A large number of users do this—so there are good reasons to optimize your store listing.
These adjustment screws are particularly important for this purpose:
- App Name: The name itself should include the word people might search for—for example, a to-do app could be called „To-Do Maximizer.“.
- Description: It shouldn't consist of just one or two lines; in addition to appealing screenshots, it should also explain the app's added value.
- Screenshots: They can be a deciding factor in whether someone downloads the app. Answer your customers’ most important questions and give them a general idea of what the app is like.
- Reviews: It's not only important to respond to reviews, but also to gather a sufficient number of customer reviews so that they can truly serve as a guide.
- Keywords: As with any search engine, using the right keywords can be crucial for being found in a store's internal search.
Do you have an app from &hello again; hello again, by the way, you don't have to worry about that—we'll take care of it right away!
14. YouTube Video Marketing
Do you have an interesting app? If so, it makes sense to create a short video that shows how it works and the Added value explained simply and in an engaging way. You can use the video on your website's homepage to provide a simple introduction. It can also serve as another way to promote your app.
A short, self-produced explanatory video is often all it takes—uniqueness is the key to success here.
Conclusion: App marketing is a marathon
Whether at the point of sale, on your own website, on social media, or in the App Store itself: Successful app marketing depends on A combination of many small measures across owned, earned, and paid media. If you stay consistent and actively promote your app, you'll gain more active users over the long term. You can find more basics on this in our post hello again Loyalty App: The 6 Most Frequently Asked Questions.
FAQ: Frequently Asked Questions About App Marketing
Why isn't app development alone enough?
Even the best app will go unnoticed without active promotion. It’s only through targeted marketing via point-of-sale (POS), websites, social media, and app store optimization that potential users even learn of its existence and download it.
What is App Store Optimization (ASO)?
ASO refers to the optimization of an app's name, description, screenshots, ratings, and keywords in the App Store and Google Play Store. The goal is to improve visibility in the stores' internal search results and generate more organic downloads.
How can I promote my app on social media?
Use your own posts, mobile app ads, and a clear call to action like „Use the app“ on your Facebook page. Paid ads on Instagram or LinkedIn can also help get new and existing customers excited about your app.
What role does the point-of-sale (POS) play in app promotion?
The point of sale is often the first point of contact with your customers. Display stands, flyers, loyalty cards, or promo codes right at the point of sale draw attention specifically to your app and encourage customers to download it.
How important are app reviews to an app's success?
Very important: Positive reviews build trust among new users and have a direct impact on download numbers. A small incentive, such as a coupon after purchase, can encourage customers to leave a review.
How can I use referral marketing for my app?
Take advantage of your personal contacts and those of your employees—from a note in your email signature to a personal recommendation among your friends. Personal recommendations are among the most effective and cost-efficient marketing tools there are.
