S3Corp. Tech Blog

The use of mobile apps continues to grow across consumer and business markets. Initially, apps focused on providing productivity tools like email, calendars, and weather updates. However, advancements in development tools have enabled a rapid expansion into new categories. This has made competition in app distribution a significant challenge. Publishers face the pressing question: How can they reach the right audience effectively? Below are seven detailed strategies based on practical experience to improve app visibility and downloads.

App Store Optimization (ASO)

App store optimization, or ASO, improves an app’s visibility in app stores like Google Play and the Apple App Store. Success in ASO means ensuring that your app is found through relevant keyword searches, ranks higher than competitors, and consistently appears in search results for specific terms.

Our initial experience with Muttinantha Maatu, a Kannada proverbs app, highlighted the importance of careful keyword usage. While we mentioned “Kannada” in the app description and keywords, we neglected to include it in the app title. This mistake made it harder for users searching specifically for Kannada proverbs to find the app. This taught us that app titles must communicate key information to both users and search algorithms.

In ASO, keywords should match user search behavior. For instance, a user searching for “Kannada proverbs” would benefit from seeing an app that directly mentions those terms in its title or description. Publishers must also avoid assuming that users or algorithms will inherently understand app content. Explicit and precise communication ensures visibility.

Press Releases

When an app becomes available for download, announcing it through a press release is vital. This not only spreads awareness but can also lead to direct media coverage. A press release should clearly explain the app’s purpose and highlight its unique features.

For instance, when we launched Situational Gita, an app presenting Bhagavad Gita teachings for everyday scenarios, a well-crafted press release helped us secure media coverage. Within the first month of its launch, the app ranked among the top ten paid lifestyle apps in India on the Apple App Store. This recognition attracted more downloads, website visits, and newsletter sign-ups. Following up personally with journalists also ensured higher chances of coverage. Media announcements serve as a bridge between publishers and potential users.

Conversations and Networking

Engaging in meaningful conversations with audiences and peers can expand your app’s reach. Interactions can happen on social media or in person at networking events. The key is to focus on genuine dialogue rather than making promotional statements.

Our experiences at industry events and on platforms like Twitter often resulted in unexpected benefits. While the people we interacted with weren’t always direct users, they frequently shared our app with others. This organic word-of-mouth promotion led to a wider audience base. For app publishers in fields like software development or mobile apps, networking events can provide insights into market trends and partnership opportunities.

Applying for Awards

Awards provide credibility, media exposure, and valuable networking opportunities. Many award programs cater to app publishers and developers, particularly in niche categories. Applying for relevant awards can amplify your app’s visibility.

For example, Situational Gita was a finalist in the mBillionth Award 2014 under the Culture and Heritage category, organized by the Digital Empowerment Foundation. This recognition brought media attention and gave us access to an influential community of developers across South Asia. Similarly, a Vietnam software outsourcing company earned accolades for a client project, which became a significant milestone in their branding efforts. Participating in award events fosters connections and increases visibility in competitive markets.

Sharing Content

For content-driven apps, collaboration with other publishers can extend reach. Apps that present old ideas in new, engaging formats often resonate well with users and media alike.

For instance, Situational Sarvagna, an app focusing on Kannada literary wisdom, allowed us to create comic strips based on its curated content. These strips were later shared with Swarajya Magazine for their publication. Such partnerships create mutually beneficial opportunities and introduce your app to new audiences. Content-sharing strategies also position apps as valuable resources, particularly for web and mobile developers interested in cultural or educational themes.

Supporting Similar Projects

Helping others in your industry can indirectly benefit your app. Collaborations demonstrate goodwill and position you as an active contributor in your niche.

We supported the Keli Katheya team, which focuses on creating Kannada audiobooks, by developing a mobile app to promote their initiative. This collaboration increased our visibility among their audience and strengthened our reputation in the local language space. Partnerships like this not only showcase technical expertise but also help establish a connection with target markets, particularly when working in areas like software outsourcing or mobile application development.

Facebook Advertising

Facebook’s Install Ad feature offers app publishers a targeted way to reach specific audiences. With precise filtering options, publishers can tailor campaigns to their desired demographics.

In our experience, Facebook ads have proven effective for promoting apps to Indian audiences. They allow for easy campaign creation, real-time tracking, and cost-effective execution. While we use this strategy selectively—such as during launches or specific promotions—it has consistently delivered favorable results. For developers working with limited budgets, platforms like Facebook provide a measurable return on investment.

Final Thoughts

Improving app visibility and downloads is a continuous process that requires attention to detail and persistence. Tactics like ASO and press releases are foundational and should be part of every app’s launch plan. Networking, partnerships, and collaborations add depth to promotional strategies, while paid advertising offers scalability.

By following these approaches, developers and publishers can navigate the competitive app market more effectively. Remember to adapt strategies based on feedback and monitor results for ongoing improvements. Whether you’re a mobile app developer or part of a software outsourcing team like S3Corp, these steps can help you achieve your goals in an increasingly crowded app marketplace.