If You Build It, They Probably Won’t Come

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• Distribution networks: One of the best ways to promote an app is to an existing 3rd party app community.  Services like Free App A Day (FAAD), AppGratis, etc. will promote your app to their community leading to a large number of installs over a short period of time (typically 1-3 days). The goal of paying for promotion via a distribution network is that once your app gets into the top 25 of its category, word of mouth will take over and drive organic app installs (that you don’t have to pay for). There are a variety of models for these networks, including a one-time fee or a percentage of the increase in sales, so any developer who utilizes this method of app marketing must have a good understanding of their metrics to ensure the resulting revenue will cover the cost of the services, which can be substantial. A word of warning – before working with any distribution partner, make sure that their services comply with Apple’s terms and conditions. Be especially cautious with services that guarantee top 25 placement in the App Store.
• CPC/CPM app advertising: When you are considering the best way to advertise your apps, keep in mind the difference between “Cost Per Click” (CPC) and “Cost Per Impression” (CPM) advertising. With CPC ads, you pay a fee to the advertising network every time someone clicks a link to your app. With CPM ads, you pay a fee based on the number of views or “impressions” your ad receives from the advertising platform’s audience. CPM rates are usually calculated in terms of cost per thousand impressions. Many app developers prefer to pay for advertising on a CPC basis, since they are receiving definite results in the form of clicks, rather than simply getting their app in front of a wider audience that might not choose to click through to see the app. Some of the popular advertising platforms for CPC and CPM advertising include Google’s Admob, Jumptap, and Apple’s own iAds.
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• CPA advertising: The next evolution in online and mobile advertising is a move from “cost-per-click” to “cost-per-acquisition” or “CPA” advertising. CPA advertising is a form of advertising where you effectively pay a commission to the advertising network or advertising platform that brings you new users. For example, every time someone downloads your app, you would pay a fee to the network that delivered that new user to your page on the app marketplace. Examples of ad platforms that offer CPA advertising include Tapjoy.
• Cross-promotion: Rather than relying solely on advertising or hoping to catch fire with free publicity, one of the most effective long-term ways to increase downloads and gain a wider audience for your app is to build your own network by cross-promoting your apps. This can be as simple as inviting your existing users to try a new app that you’re about to introduce. You can use simple house ads to advertise your own apps to your existing user base, and you can also form partnerships with other app developers to promote each other’s apps to your individual audiences. Cross-promotion is nothing new; it’s a tried-and-true form of marketing. But in the competitive world of app marketing, it helps to forge alliances and look for opportunities to help your partners, so they will help you as well.  There are a multitude of services available to help developers with cross-promotion, including the GameHouse Promotion Network
• Online promotion and social media: Just because it’s hard to have an overnight success based on social media alone doesn’t mean you should ignore social media. Every app developer has a built-in audience of friends, colleagues, family, Facebook and Twitter fans and followers. Start with the people who know you best. Ask them to try your app and tell their friends. Every time someone accesses your website, make it easy for them to download your app. Find like-minded audiences who are interested in the specific content or subject matter of your app, and invite them to try it. And, most of all, think about how you will integrate Facebook and Twitter into your application from a design perspective. There are many ways to take your app directly to your prospective users, without having to spend a lot of money.