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The world is going more and more mobile oriented. A huge amount of the latest inventions are focused on mobile devices users and aimed at making their Internet experience more friendly. It includes the rase of the Voice Search and even AI innovations. In this light, mobile applications gain more attention of brands.
The number of mobile apps grows significantly during recent years. According to a report from Think with Google, a user has 36 apps on their smartphone in average. But the same report also claims that only 26% of those applications are used daily throughout that day. That means people often download apps in the heart of the moment and then lose their interest to them.
There is also some good news: it seems that modern users interact with apps more often. Google’s report shows that people usually spend 30 hours a month for their apps. So, there are many opportunities for the mobile app developers and brands in gaining their audiences. But first, you should invest some efforts in the app promotion.
Before starting promo activities, you should decide where your potential customers will land on and what is your end goal. Most apps are downloaded from the AppStore, Google Play Store or iTunes pages. But that doesn’t mean you don’t have to create a separate website or landing page for your app.
Creating an app website
Landing page or microsite is a perfect point to gather leads and transfer them to the download page of the app store. In case it’s a big brand and application is one of the numerous products the main website offers, you can create blog posts, infographics, educational or virus videos to post on your main website. Of course, this content should include a link either to the landing page of the app or to the download page in the app stores.
Thought-out content marketing activities mean tons of traffic and lead to the landing page. The main secret here – is value. People today don’t look for promos. They search for value and specific answer to their questions. Thus, any info that you post should answer users questions in terms of how your app can help users to solve their issues.
Since apps are mostly in what people see on their mobile devices, you should take care of the perfect screenshots that showcase how your app performs on mobile. Display different screens your app has, the step of the processes it helps to perform and the final result, of course. Opt for clear and explicit call-to-action buttons dropped in strategic places so users could easily spot them.
SEO and keywords
If we turn to Google’s report once more, we will see there that 27% of apps findings are made through search in search engines or app stores. So, your goal as the app provider is to gain visibility in searches and drive traffic to your website or app store page. One of the main factors here is an in-depth keyword research.
Here you should mainly focus on user’s intent and get keywords you consider relevant to what your potential audience may search for. Opt for long-tail and LSI keywords since they have unlimited opportunities in gaining traffic. You should also focus on such metrics as Keyword Difficulty that shows how hard it can be to rank in Top10 for a specific keyword.
Here are a few techniques of creating a good base of relevant keyword for the app page:
1. Explore Google relevant searches. Drop a relevant keyword into the search field and then scroll down to the Relevant searches block below the search results. It will bring you a bunch of cool keywords you may rank for. Thus, if you are trying to promote a yoga app, start with typing in a “yoga app” search term and you’ll get a set of cool suggestions related to this term. Rinse and repeat with some other similar keyword – and you’ll get some more etc.
2. Get the keywords your website already ranks for. If your app is closely related to your main product you already have a website for, explore your Google Search Console to find out what keywords are you already ranking for. Check out the top content page as well as the most relevant pages that performed extremely well in searches and try pulling some keyword ideas from them.
3. Perform some competitor research. You can do it with most SEO tools you have at your disposal. In Ahrefs, you can just drop a competitor’s URL into the tool and then check out an “Organic Keywords” tab in the sidebar. Just sort out the keyword list you get there by the Position value (from 1 to 10, because you aim high, don’t you?). Thus, you will get a ton of keywords your competitors rank for. You can also check out those keywords in Ahrefs keyword tool to get more ideas with phrase match keywords or those having similar search terms.
After setting keyword list for your app website, you should work hard on creating content that includes those keywords. And don’t forget to run link-building campaigns to draw multiple links to your website. According to many types of research, links play a significant part in rankings, so you should treat this technique attentively.
Run social media campaigns
Social media is an important factor in popularity today. People trust other people, including their relatives, friends, opinion makers and others from their news feed more than straight adverts. Word-of-mouth gains more value, so make sure you have a decent social profile on the major social networks where you post regularly. Also, add social sharing buttons to your app website/landing page and its page in the App Store.
Twitter is one of the most popular platforms for promoting the mobile app. Data says that 80% of Twitter users success the platform from their mobile devices. And many of them are interested in downloading apps. You also shouldn’t ignore Facebook with its large user base and huge promotion opportunities.
Add a QR code to the App Page
QR codes are those tiny elements that make life easier for any mobile device user. They give access to various products and digital goods in mere seconds. Placed on the app page, they allow downloading the app right to the device they are scanned with.
The link within the QR code should be properly compressed to ensure a user can download the app fast and with no errors. Longer links (over 50 characters) are usually compressed into high-density codes. Such codes may fail when scanned with smaller-screen devices thus leading to you losing potential customers. So, choose the QR code generator that provides you with a high-quality compressed code.
The Bottom Line
In average, mobile app website promotion requires similar work one performs with any other website. Proper microsite or landing page design ensures it will attract users and push them to try out your app. Well-thought-out keyword research and other optimisation activities, including back-link building, will drive traffic to the page and help it rank higher in SERP. Just keep in mind your specific audience and make sure you target the right users.