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Marketing Your App on a Budget
Taylor Tunnison • September 3, 2021

Mobile apps are incredibly powerful tools for businesses. They can be used to bring value, bolster branding, boost sales and website traffic, and connect directly with audiences across diverse backgrounds. Even with the perfect app, however, these benefits aren’t guaranteed without significant effort and planning. Investing in a solid marketing strategy is essential to an effective app launch if companies wish to make the most of this opportunity, and while small businesses may not have much extra capital to promote their app from the outset, there are several easy and affordable ways to ensure an excellent launch on a budget.

1. Stand Out on App Stores

App stores are where many users will first encounter your app, so it’s essential to optimize your listing to make it as easy to find as possible. Carefully consider the best keywords which apply to your app’s purpose and be sure to include them in the title and description. This will heavily influence its search ranking and greatly increase the number of organic downloads. Also, eliminate any unnecessary details which will confuse and discourage users from selecting yours over the competition. Include eye-catching imagery like your brand’s logo and colors, and highlight the app’s main functionality to communicate its value to potential users.

2. Generate Traffic from Existing Sources

Another affordable way to gain more downloads is to utilize the resources already at your disposal. Market your app via your website, newsletter, and current campaigns, and tell your friends, family, and favorite networks to spread the word. Depending on the existing traffic coming from these sources, a significant number of new users can be acquired at little to no cost, and they’re likely to advocating it themselves if they’re already loyal to your brand. Create SEO-optimized blog content to further highlight the most impressive aspects of your app and drive search engine traffic directly to your website, which can then direct people to your App Store listing. Since most individuals begin their browsing sessions on Google, taking advantage of this dominant tool is a superb way of catching the attention of massive audiences.

3. Leverage Social Media

Billions of people around the world use social media sites like Facebook, LinkedIn, and Instagram each and every day. These platforms are basically free to operate and when used alongside cheap design tools like Canva, creating compelling content can be both fun and simple. Facebook and Instagram even include free scheduling tools for to assist businesses in organizing and planning posts ahead of time, allowing marketing teams to strategize and implement effective long-term campaigns with ease. Incorporate surveys, discounts, and tutorials to encourage downloads, and ask for feedback throughout the process. Users will respond positively when they feel heard and valued, so including them in the conversation will give them agency and make them feel included.

4. Utilize Social Media Advertising

Organic content is important, but nowadays, platforms like Facebook increasingly reward targeted advertising efforts. Once you’ve established your voice and understand which types of content have the greatest impact, consider promoting posts if your budget allows it. Fortunately, ad spend can be as little as $1 per day and still have a massive effect over time. Also, social media advertising allows marketers to target specific demographics based on age, interests, location, and education, further increasing the chances of reaching the audiences most likely to download and use your mobile app.




Developing a high-quality mobile app is only half the battle. Getting the word out is equally important, and requires no small degree of skill and coordination. While budgetary constraints may limit organizations’ opportunities for promotion, many affordable tools exist which can level the playing field for small businesses. If you’re interested in designing a mobile app or promoting yours on social media, we hope you’ll contact us to get started. We’d be honored to help you accomplish your goals within your specific budget.

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