This document provides best practices for optimizing app discovery and promotion on app stores. It recommends choosing a unique app name, optimizing search keywords, highlighting new device features, creating eye-catching icons and screenshots, building an engaging landing page, choosing an appropriate file size and pricing, integrating analytics and promotion tools, creating social media profiles, contacting influencers and press, and running paid promotion campaigns to boost rankings. It also suggests ways to maintain visibility organically like encouraging sharing and reviews, frequently updating the app, and continuing targeted outreach.

1. Mobile Marketing – Best Practices
How to optimize your app’s discovery & its
promotion on the App Store?
Part 1 - Pre-launch Marketing

2. Mobile Marketing – Best Practices
Improve your ASO (App Store Optimization)
1. Choose a good name for your app
Unique, memorable, easy to say /spell (better for a word-of-mouth viral marketing)
Avoid trademarks & close sounding names registered (look also at other languages)
Search for synonyms to generate a list of similar words relating to your application name
Choose flexible app names referring to your brand /company if you plan to release several
applications
2. Optimize App Store Searches
Provide a detailed description & the most important keywords that define your app
Adapt keywords & contents for local language depending on the location of the app
Use ASO Tools to optimize search keywords (ASO / AppCod.es / MobileDevHQ / Alau.me /
Searchman )
Find your competitors & use specific keywords to improve your visibility within your competitors
communities
Choose the right category
Estimate the number of downloads needed to rank the category
Launch your app in a low competition but relevant section to get some traction & then
expand to adjacent, more generic categories
Use category switching between various categories of the app store to enhance visibility

3. Mobile Marketing – Best Practices
3. Highlight your app by using a specific feature of a new device
Retina display (iPhone 5) / NFC (Galaxy S3)
Incorporate the new technology in at least one feature of your App
4. Create a beautiful & eye-catching icon
Explicit & meaningful
5. Publish a beautiful & eye-catching ScreenShots
Explicit enough to explain the purpose of the app
Easy to remember, informative & exciting
Sufficiently effective to convince the users to buy & download the app
6. Build a great landing page to seduce & engage users
Access time to the landing page should not exceed 3 seconds
7. Choose a good size for your app to optimize its visibility on any appstores
Apps beyond a certain download size are shown only when the user is connected to WiFi
8. Choose the right pricing for your app
Spy on your competitors to give a fair price for your app

4. Mobile Marketing – Best Practices
Plug Analytics, Tracking & promotional Tools
1. Connect your app to an analytic platform
Flurry / Google Analytics / Localytics / Apsalar / Xtify / Capptain / Kontagent / Game Analytics
2. Connect your app to powerful cross promotion plateforms & networks
Chartboost, Gree, 6Waves, TapJoy, Fiksu, Applifier …

5. Mobile Marketing – Best Practices
Create your social media presence & start speading the word
1. Start a Buzz to get featured on review sites
Look for the most important blogs, forums & targeted sites specialized in mobile application
discovery and start to communicate with them
Identify the most important influencers & tease them with the upcoming release of your app
Send a press kit to all your contacts containing screenshots, videos and Features' description of the
app
2. Build a social media presence for your app
Create a Facebook Fan page / a Twitter Page / a Pinterest Page / a Flickr Page
Create a dedicated website & register the domain for your application name
Create a”Tutorial” or eye-catching video on Youtube to tease the upcoming release of the app
3. Start Press Relations
Start Promoting your app on radios & TV Channels (especially on dedicated shows that could be
able to talk about your app directly to your targeted customers)

6. Mobile Marketing – Best Practices
How to optimize your app’s discovery & its
promotion on the App Store?
Part 2 - Launch Marketing

7. Mobile Marketing – Best Practices
Optimize the discoverability of your app
1. Test the attractiveness of your app by launching a lower paid promotion campaign
Contact everyone once the app goes live (Community Management, Blogs Reviews & Newsletters)
Use Blog Posts & Blog Reviews to talk about your app
Optimize your website product search (SEO)
Start Social Marketing actions on Twitter & Facebook (Sharing &Liking)
Contact Apple’s editorial team to try to make your application promoted & approved freely on the
AppStore’s Featured Apps section
Check your analytics stats to see if the app is sticky enough to promote it further. if the retention of
the users is not sufficient, continue to improve your application
2. Buy Cost-Per-Download based ads to rise quickly to the top of the charts
Start a “Burst” Mobile Marketing campaign (Surikate, Inneractive, App-Perf …)
3. Start Paid promotion campaign to maintain the visibility of your app
Admob / inmobi / Mobclix / Adwhirl
4. Rely on companies specializing in mobile apps recommendations to maintain the visibility of your app
Happcker / AppCity / App4Today / AppGratuites / Appsfire / Appiday / FreeApps 365 / Application du jour
Lower paid promotion, effective for several days/weeks after the end of a burst marketing campaign

8. Mobile Marketing – Best Practices
Preserve visibility & organic virality
1. Encourage users to share the app through social networks to stay ranked organically
App must contain mechanisms that promote commitment & loyalty (Push notification / rating /
share button …)
Ask to your community & first fans to rate the app or leave a positive feedback. The number of
reviews & star ratings always give information about the quality of the app
Request for a review at the right time (3rd session of the app)
2. Frequently change the price of your app (Paid > Free )
Let your app be identified & indexed by recommendation websites' trackers
3. Frequently update your application to extend its use & life duration
Bug fixes, new contents, new features ...
4. Continue the promotion of your app
Keep collecting datas (contacts, informations)
Target journalists & editors that cover your field
Send press kit to the targeted journalists (pictures, screenshots, videos, logos, bio of the founders,
main features’ description of the app…)