App marketing mistakes you should be avoiding in 2019

Today, we’re going to take a look at where companies go wrong when marketing their app in 2019.

App marketing is quite unique, even in the online world, and it’s constantly changing. It pays to stay on top of this ever-changing marketing challenge.

Let’s get started:

Failing to optimize your app’s in-store listing

We’ve covered this in full in a previous blog post (check it out when you can), but we’ll cover the basics here.

Essentially, just as SEO (search engine optimization) is necessary if you want your content to rank well in the search engines, ASO (app store optimization) is essential if you want your apps to appear to more users in the app stores.

Put simply, most people discover apps from simply browsing through their chosen categories on the app store. This means that if you don’t optimize your app in the right way, there’s a far lower chance that potential customers will even find it, let alone download it!

You should focus on these basics above all else:

  • High quality images. Like it or not, images matter. If you have a number of high-quality images – in-game or promotional – your whole listing will look more professional. As a result, you’ll get more downloads.
  • Good description copy. Are the words you’ve used compelling? Do they speak to your target audience in a way that’ll make them want to download the app? If not, consider working with a professional copywriter; the right copy can make a huge difference.
  • In-app videos. If possible, include videos that show your app in action. The better an idea of how it works your users get, the more likely they are to press the download button. Try to make sure the video shows off the most compelling features of your app. Needless to say, as with the images, use high quality video.
  • Use keywords. We could write a whole blog post about keywords. Suffice to say, they matter! Keywords are still the most effective way of indicating to the app store algorithms that your app is the one they’re looking for, so be sure to research the keywords your target users are using, and add the keywords to your app’s description.

Not focusing on obtaining app reviews

Social proof is a tip that’s used a lot in online marketing, but there’s a reason for that: it works!

There’s a reason that huge businesses have put star ratings in or around the top of their product descriptions – because if your users see that your app has great reviews from other users, they’re more likely to give them a go.

Essentially, the more positive reviews you can obtain for your app, the better!

If you want proof of this, by the way, take a look at any of your favorite app stores – Apple, Android, Google…it doesn’t make a difference. Star ratings are front and center.

A word of caution, though: don’t be tempted to ‘buy’ reviews. These services are available online, but the major app stores are becoming very strict about this. Apple have started removing some apps that they believe have been gaming the algorithms by buying reviews. It’s not worth the risk!

Not setting up a proper website

A huge number of apps on the app store are ‘churn and burn’ – they’re there to try and make a fast buck from users.

The number one way you can set your app apart from these is by building a professional microsite solely to promote your app.

It’s not a matter of selling your app, necessarily – though a microsite certainly won’t hurt – it’s a matter of giving potential users real peace of mind.

Let’s imagine a user is browsing the app store looking for a new calorie-counting app, and they’re confronted with two options – both with excellent imagery, exciting descriptions and good reviews.

So, they head online to check them both out. App one has no evidence of an online presence. The only place it’s listed online is in the app store itself!

App two, meanwhile, has a full website that explains who made the app, what the main features are, and has multiple pages explaining how to use the app – and contact information for the people who made it asking for any feedback you have.

Which app is getting downloaded? You bet, it’s app two.

On a simple level, having a separate microsite makes you look far more professional and trustworthy. The result is more downloads.

Not using outbound marketing

Now, the idea of ‘content marketing’ isn’t new. And in some cases, it’s probably been a bit overhyped.

However, when you do it right, outreach marketing can be invaluable.

How do you do it right?


Don’t worry about link building, or hammering out guest blogs, or any of that.

Instead do one thing: find high quality websites that you know your target users love, and approach them with a genuine, no-obligation offer to check your app out.

This isn’t hard selling. These are people that you’ll want to build long-term relationships with if you’re trying to take a long-term approach and build a proper product. (Which, of course, is what you should be doing!)

The problem with online marketing is that most people worry more about the marketing than they do about making a great product.

If you’ve worked hard, and made a great product, then influencers in your market will want to talk to you. They always need new content, so if you get in touch with a polite offer to check your app out with no expectation, they’ll nearly always take a look.

The right influencer relationship can lead to thousands of extra sales, by the way. That’s why mega-influencers like the Kardashians can charge upwards of $500k for a single post!


Push notifications can be a highly effective way of keeping in touch with your users. They can help you gain more reviews, get invaluable feedback and simply remind users that you’re still there!

However, do NOT overdo it.

The last thing you want to become is an irritant. Have you ever installed an app that instantly sent you five push notifications at once, asking for permission to track your location, use the microphone, use your number and – ironically – send you more push notifications?

We have, and it’s incredibly annoying. The key is to only send push notifications when you’ve got something genuinely valuable to share with users.

As the old saying goes: if you’ve got nothing nice to say, don’t say anything!

Making a high-quality product that your customers love

Is this a trite point? Maybe, but it’s worth re-iterating.

The number one, failsafe way to build an app that makes your business money is to make it really, really, really good!

Like them or not, but there’s a reason Apple have been able to charge a premium for their products over the past decade or more: it’s because there is always, always a market there for charging more…if your product is the best thing on the market.

Customers will pay money for an app that makes their lives better. It’s that simple.

After all, there’s no substitute for word of mouth. If your users love your app, they’ll use it and – importantly – they’ll take the time to tell their friends in the same space about it.

Get in touch

If you’d like help getting your mobile app marketing back on track, get in touch with Iconic Solutions today – we’d love you help you improve your results.

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