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The Top 7 Most Common Mistakes In Mobile App Promotion

Posted by Alec Swanson — 15 Aug 2015

As of the writing of this article, there are millions upon millions of apps in the endless oceans that we know as the major app stores. The Apple Store, Blackberry App World, Amazon AppStore and Google Play all have unfathomable numbers of apps.  Which makes it all that more difficult for developers to get their apps noticed. And this is especially true when promoting an app is sometimes regarded as an afterthought.

Getting an app onto the phones of as many people as possible is something that requires persistence and strategy. It has to be treated as an important endeavor and should be pursued relentlessly. However, that doesn't mean that you shouldn't exercise some caution as well. After all, there are quite a few minefields on the way to app success. Here are 7 of the most common mistakes that are made in mobile app promotion.

  1. Hoping That Your App Goes Viral

One of the biggest mistakes made is simply placing an app in the marketplace and having faith that it will either immediately get a good review from a major tech magazine or blog and/or will go viral on its own. The reason for this is because 'faith' is not a reasonable marketing strategy. In order for any of these two things to happen, your app launch has to be supported by sound marketing principles. You have to reach out to press outlets and follow a sound plan for these things to happen. They aren't going to happen spontaneously.

  1. Having Too Narrow Of A Focus

Some people use too narrow of a focus when they are using ad networks to advertise their app. The may choose one or two of them instead of broadening their scope and spreading their advertising revenue over several different networks. Choosing a limited number of networks doesn't allow you to hit the greatest number of people possible and isn't the most effect mobile app promotion method.

  1. Not Optimizing Across Or Within AD Networks

If you do use a variety of networks to promote your app, then be sure to analyze your marketing data to make sure that the networks you are using are a good fit for your app. Some app marketers don't, and that leaves them advertising on ineffective networks.

Some people also fail to take sure that the ads they are running are effective on the network they are using. If these were optimized, then performance of individual ads could be greatly improved.

  1. Failing To Adjust For Saturation

Another common mistake some marketers make is to create an awesome ad campaign and then run it well beyond the point of saturation. Of course, we all can understand the reason why this happens. A ton of time and energy is spent creating a great ad campaign and it can be hard to switch to another tactic. However, that is exactly what has to be done. If it isn't, then ad performance is going to degrade as your target becomes tired of your message and develops “ad blindness.” The best way to avoid this is by refreshing your ads occasionally to give the market something new and optimize ad performance.

  1. An Improper Burst Campaign

A Burst Campaign - or concentrating an ad spend over a short time period to maximize visibility of the app and increase installs - is a great way develop more organic downloads. However, this is only true if it's done in the proper manner. Some people choose to do an extremely short burst campaign - one that takes place in a day and quickly fades is an improper way to use this method. A better method of mobile app promotion would be to use a sustained burst method. This is where the first big push is then supported by a period of support advertising. This method provides the best results.

  1. Failing To Understand The Value Of App Store Optimization

Another common mistake is to fail to optimize the app's sales page in order to make it more discoverable. App Store Optimization - or ASO - is essential to ensure that your app can be found. There is a lot that can be said about ASO - more than what can be shown here - but it really comes down to two key components. Keyword optimization and conversion rate optimization.

  1. Not Using A Viral Loop

A strategy that is ignored by some app marketers is the viral loop. A viral loop is simply a method of organically growing an app's marketing by allowing the consumers to become the primary marketers. People download the app and then are incentivized for sharing it with their social circles. A good example of this is done by DropBox. They incentivize their customers to share it with their social circle by giving them free additional storage if they do so.

If you can avoid these common mistakes, then you will already be ahead of the curve as far as mobile app promotion is concerned. By not emulating these mistakes you can rest assured that your marketing campaign is as effective as it can be. Good luck with all of your marketing endeavors.