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Marketing Techniques for Mobile Apps

You have put hours of work into creating something wonderful. First of all, congratulations! It wasn’t easy, no doubt. Now all you need is an audience, right? But therein lies the problem. This coveted audience can be hard to find. Very difficult indeed. Your app can easily get buried in the muck that is self-published markets, dismissed as not worth the time, or worst of all: not seen at all! If you are sure that your only problem is that you lack an audience – that your product is perfect – then this free marketing guide will undoubtedly help you.

If you’ve ever taken more than a look at the mobile game marketplaces (Google Play, App Store, Windows Store), then you’ve seen the clones that take over. Each title is synonymous with Clash, Legend, Runner or has a bird or animal of some kind. The icons are usually a screaming person, a close-up of food, or a mixed classic in neon colors. While it would be wise to avoid these clichés, the bottom line here is that it will be hard to stand out. So, to get started with your marketing campaign, start local. Build a base there. then expand.

Of course, let your family and friends know. Afterward-

Print booklets with copy tabs at the bottom. Each tab should have your app’s URL printed on it. Interested consumers can pull these tabs to remind them to download it later. You can find free bulletin boards to post your flyers at most Laundromats and many grocery stores. College campuses also typically have several bulletin boards. Word of mouth is a good start, so think of every tab you pull as a new speaker who will then tell friends around the world, who in turn could spread the word even further. Additionally, consumers will often be kinder and more likely to write a positive review if they believe it will help someone in their circle—even if that circle is the entire city. Loyalty works for sports teams. may work for your application.

Create business cards to hand out whenever your app comes up in a chat. A custom bumper sticker or car magnets is a great way to make any road trip you take a promotional one. Avoid placing flyers under the windshield wipers as this is more likely to be annoying than interesting. A custom t-shirt with your app name, images, and where you can download it is another great way to passively advertise while walking around big local events (balloon races, cookouts, farmers markets).

After you’ve done your local marketing, move on to the Internet. Here you will obviously find a much larger potential audience. To get started, make blog posts on your personal websites about your app or game. Also, create a video trailer and YouTube gameplay videos to showcase your work. Also, since you will be sending some emails, create an automatic signature with your name and links to your app or game.

Forums are a good place to find an audience. SlideDB, ModDB, IndieDB and Penny Arcade allow you to submit a post about your game as well as updates. Reddit is a hugely popular site with subreddits (smaller special interest groups) that welcome posts about indie games. /r/IndieGaming and /r/freegames are two such subreddits with large followings, but a simple search can lead you to many more. The development software used to create the game also has associated company forums where you can share your game. Beyond that, use social media. Post on Twitter, making sure to use hashtags like #indiedev #gamedev and ones that are more specific to your app or game in order to get views beyond your followers. Tweet indie game reviewers with your app info. Post to Facebook to connect with family and friends and keep them informed. and Instagram as well as Pinterest, reusing tags to reach new markets. You can create a press release and submit it to press release websites in the hope that reporters will pick it up to write a story, or submit the press release directly to local newspapers or magazines.

Consider publishing to non-mainstream platforms such as GooglePlay. Other such publishing platforms include: SlideME, GameJolt and NewGrounds. Video Reviewers are also a good idea to generate buzz. ArcadeGo is one such promoter, but countless others can be found by searching for “game video” and following game reviewers back to their account pages, where you can find and contact them by email asking for a review.

Free app review sites are another way to get featured. Submit your app to all the app reviewers you can find and many of them should accept your game or app if it is of high quality. App reviewers include: The Great Apps, Indie Game Dev, AppsZoom, AppBrain, AppZoom, Indie Game Hunt, and Super Game Droid.

If all of this sounds like a lot of work, that’s because it is. Completing your app or game is only half the battle. The other half is finding an interested audience. Working with and reaching out to these reviewers, forums and your local community. However, it will help you get more attention than doing nothing.

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