How can I market a B2B app

The basics of successful app marketing - 4 tips on how to improve your app growth rate and get started with your app

Marketing and marketing management are constantly reinventing themselves: in the last 20 years alone, the strategies used for this have undergone enormous changes and adjustments, first through the Internet and finally through social networks and Web 2.0. Finally, the digital revolution with the serial use of applications presented a new challenge that ultimately required its own, special marketing strategy, app marketing.

The challenges of modern app marketing

App marketing refers to all forms of marketing that the marketer uses to market an individual app. Their marketing is becoming more and more important for their success: A calculation of statista According to the beginning of 2018, the Google Play Store over 3.5 million apps to choose from. In addition, the number of downloads continues to grow and for the first time in 2017 they exceeded 175 billion app downloads worldwide. The forecast for 2018 continues to rise.

The enormous numbers and growth rates show the difficulties in successfully placing apps: the competition is confusing and increases exponentially over the years. The basis for success has long been no longer just developing a good, innovative app, but also marketing it well. Otherwise it is simply lost in the app mass.

4 tips to improve your app growth rate

In order to position your app efficiently and to distinguish it from other products, good marketing is of fundamental importance. We'll show you the four most important things to consider in order to increase the growth rate of your app.

1. App store optimization

The numbers from Google Play Store - The overall result of the large number of other app stores such as iTunes or Blackberry World are much higher - show an important point that should be taken into account when developing the app: App Store Optimization (ASO). ASO works in a similar way to the already established Search Engine Optimization and transfers the principle to the search results for apps in the respective stores. Factors are relevant here, such as the name of the app and its description, which make it easy and quick to find. The description of the app in particular can not only be used here to present the app as precisely as possible. It can also provide the right keywords in order to be found by the relevant users. In addition to these direct factors, the ASO also takes into account key figures such as the average rating of the app or the number of downloads over time. The numbers help to check the success of the marketing.

2. Multi-channel marketing

Another similarity to the previous professional marketing lies in the marketing via the highest possible number of different channels. Multi-channel marketing not only uses the internal capabilities of the stores via ASO, but also calls up the full potential of all relevant distribution channels. This includes marketing via social media, websites and landing pages, email marketing, blogs and guest posts, influencers or paid ads. The overlap with classic web marketing strategies is clearly evident here, but this has a number of advantages. The different strategies of the individual platforms can be adopted here, such as the establishment of an efficient social presence.

3. Going viral

The best development an app can take is when it goes viral. The processes that lead to this, however, are too complex and unpredictable to guarantee. However, there are some prerequisites that lay the foundation for viral development to develop. For the launch of the app, after a preceding marketing campaign, the app can be offered free of charge for a short time, premium content can be activated or bonuses for early users can be given out. Regular updates or event campaigns and their appropriate publication then keep the attention high. In addition, the social presence and good networking of the app with social networks play a special role: This aspect should already be taken into account during the development of the application and share buttons implemented for the most common social services.

4. Reviews & Referrals

Closely linked to the dissemination via social media are the social interaction options within the app through review and rate options. Good user ratings are not only one of the most relevant selection criteria for apps, they also expand the app's popularity, similar to the effect of mouth-to-mouth marketing. These effects, in turn, support the likelihood that the app will go viral. Other possible uses of customer interaction are, for example, an expansion of marketing to include referral marketing, i.e. recommendation marketing. This can be achieved by implementing options that allow users to recommend the app to others.

The right app marketing for success

In the course of the digitization of society and the exponentially increasing use of mobile devices, app marketing is playing an increasingly important role: extrapolations assume that sales of over 200 billion US dollars will be achieved via apps by the 2020s at the latest. The increasing relevance of app marketing is still connected with the fact that the market for apps is already highly competitive; even to such an extent that it tends to become more and more confusing. The efficient placement of a newly developed app is becoming more and more difficult. With the tips presented here, you can set your apps apart from the crowd despite the enormous competition, effectively increase the growth rate and ultimately ensure long-term success.


Are you interested in further details of app marketing and the latest developments for successful marketing? Then download our e-book “Content Marketing Trends”.

Image sources

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