Inbound Marketing for Mobile Applications: How to Sell and Promote Your App Efficiently

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Not enough to be a good programmer and have an entrepreneurial spirit to develop a mobile app and gain many downloads. Even if it’s very innovative, because of extensive competition in this market is essential to work in a planned manner with the marketing area to get a large number of downloads and even monetizing with a predictable and scalable application.

Given this context, we highlight some essential practices to maximize downloads of your mobile application. Be sure to do them!

1. Create your story and keep the authority

The first step, no doubt, is to have its presence in app stores and make it a communications channel in its history. The vast majority of users use the store itself to navigate and find interesting applications and on your taste. Therefore, it is crucial to optimize the description of your application with keywords relevant to the solution he proposes, and has a good name and a really prominent icon. Most developers misses this point, making the own store app tell the story for them.

Taking into account that the Internet today is the most widely used option for people to find information, the second step is to ensure your online presence through a website with relevant content that adds value to your application. As this is a very competitive market, being the reference in the subject will make you get ahead. If you do not yet have a website, do not waste time and check out the minimum you need to know to create a website for your company .

Keep your engaged audience with posts related to your business segment is a point of attention to position yourself as an authority by directing the audience and large volumes of traffic via social networking and organic search to your website. In addition to the generated power, these visitors will have a great potential to download your application.

2. Implement good practices attraction and conversion on your site

Now that you have realized the importance of having an updated website with relevant content, there are some good practices and basic aspects that you should not forget to develop and manage your website such as:

Optimizing for mobile devices

Sites optimized for different screen formats and devices have preference in search engines and tend to better perfomar that channel.

Also, having an optimized navigation for mobile phones and tablets will surely help maximize conversions and downloads of your app, since your audience is probably one mobile hard user.

Calls to action

It is a fact that the more CTA’s smart on your site, the higher visitor conversion rates on Leads.

But what is a smart CTA? Essentially a CTA must have a language directed to a specific action, creating a sense of urgency on the user.

Calls such as “Download now from the App Store or Google Play” did not instigate the user click, much less create a sense of urgency.

If you want to increase the number of downloads for an app that helps you organize daily activities, for example, your CTA should be something like: “Begin today to be more productive by organizing your daily to the list.”

The main point is to create demand and user interest in downloading. Be sure to check out the 11 tips that we list to make your CTA be noticed and clicked .

Videos and pictures

Submit screenshots and videos of your application via the website is perfect to show users how it feels to use the application, how it works, what are the main features and how it can help the lives of those using it.


A testimony of those who have used your app and did well with it is a very interesting social proof for those who still have doubts whether it is worthwhile or not to download.

The best way to enter these feedbacks is highlighting the situation and impact brought using the app, for example: “With the XYZ application, better able to organize my daily task list, leaving time for other activities.” Thus, the testimony shows how the app helped you and what result it provided.

3. Use social media to your advantage

Just as important to update your blog with a certain frequency is to reach the target audience of your business, either via social networks or even on blogs and portals of the mobile application ecosystem or its segment.

The social media presence is a prerequisite for any business, but when it comes to applications, it basically has two main functions:

Getting users to share your application

The first and most important issue is to get your application shares. Put it against the user organically is essential to boost your downloads. So start including sharing buttons where you can.

Create incentives for the user to share your app with friends is a good strategy too. Many companies market benefit users with discounts and even limited access to premium version of the app if your friends really make the order.

If you do not have many offers to do, try a partnership with a company to provide benefits or even discount coupons for their products.

Build your brand and relationship with users

The second advantage of social media is the relationship with the public. Use the media like Facebook and Twitter, for example, to answer questions and solve problems.

Also, you should share big news related to your application thread, obviously without losing focus on content related to your own app.

4. Engage your users to increase downloads

After attract and convert your visitors into downloads, the next step, according to the methodology of Inbound Marketing is the relationship. The greater the interaction with the user, he will be more loyal to your brand and your application.

The relationship can also bring indirect impacts as positive assessments increasing your ranking in the App Store and Google Play, and further increase the share in social media, resulting in more downloads of your app.

Below we list some effective relationship tips for you to engage your users.

Use the system push notifications

The system push notifications is a great proactive way to keep users engaged. Use this technique to warn users of an update of the app notify you when a friend makes the register in it, among other things. All that makes sense to the user and is interesting enough to make you re-open your application can be sent via push . Just do not forget to ask the user ‘s permission to send them.

Just be careful not to make the push notification as spam tool. Make sure notifications are really relevant. Just as this tool can be very useful if used wrongly or very frequent basis can bring a negative return.

List up via Email Marketing

Do not underestimate ever the power of email marketing as a relationship strategy. Email can be used similarly to the push notification, allowing you to access the user on other channels other than just via phone notifications center.

Just make sure that the layout of your email adapts well to mobile screens and the content is interesting enough to encourage the user to access your application. Always try to insert a CTA (call to action) directing the contact to a specific action in the app, for example an area or feature not yet explored by the user.

Therefore, it is very important to know the browsing habits of users. Knowing what are the most browsed areas in your application or leveraged best features are two key points to segment your contact list and send the right communication to the right people. Here are some features that you can use for targeting:

  • assets and recently used in the application modules;
  • Time spent on app usage and frequency (daily, weekly and monthly);
  • What is the current version installed;
  • user location;

In short, any profile information that makes sense to a more personalized communication with the user can be considered as targeting criteria. The more targeted your campaign is, the better its results in open rates and clicks, beyond the engagement.

Go beyond with tools for automation

A more efficient way of specific email campaigns is to communicate with users in an automated fashion . For this, it is essential to define the stages through which pass Leads to effectively become active users of your application and even pay to use it (if there is a paid version). In most cases, we have the following steps:

  • visitors
  • downloads
  • Active users (free version)
  • Users who pay (clients)

Basically the function of automation is to create a way to move the user through these steps, as quickly as possible.

Suppose your primary need is to turn active users in the free version (only held download the app) customers, ie users who pay for the premium version of the app. To achieve this value, you must map a relationship rule that takes into account all stages and actions of users and thus signal their tool of marketing automation through integration.

Example of events to be logged:

  • Register the visitor’s email when he does a download and log in the app;
  • Mark customer when you purchase the premium version;
  • Register user action within the app (which modules already explored and when);
  • Mark as free user when the period of use of the premium version is finalized.

A possibility of working with automation in this case would be to send an email to all the free user base with a coupon to try the paid version for a period of three months, for example. If you enable this trial, he will be directed to an automation flow, aiming to nurture it with relevant automatic emails about the features of the premium version.

From this, we have two options:

1: If you finish the trial of the paid version and does not become customer, it can be directed to another series of automated emails in which to be nourished with less complex content (top and middle funnel) and possibly receive a new trial. It is important to know which modules you have used and send targeted campaigns explaining modules that have not been activated, trying to show everything that the application has to assist in the user ‘s life.

2: If he calls the application, it will be registered as a client and directed to another automation flow with exclusive content. The main objective here is to maintain engagement and retention (users who renew the plan).

One of the main challenges of automation is to write efficient nutrition of emails that actually cause the user move forward in steps. Therefore, we recommend 18 fantastic tips to make your super attractive emails .

If you do not have software for marketing automation, see what factors to consider to choose one that is suitable to its reality .


The central point to increase downloads of a good application is definitely the relationship. The more engaged your users are, the happier they will be with your application. You can have a fantastic application and a large number of downloads, but if it is not related with the users, will have difficulties in leveraging the number of active customers and get them to perform actions without incentives.

Use some of the tips above to improve this engagement and increase downloads of your mobile application. And do not forget to tell your story well in app stores and cause your users to share your content for you. Good luck!