The Complete Guide to iOS App Marketing 

Want to take your iOS app marketing strategy to the next level? This comprehensive guide will walk you through the ins and outs of leveraging app store optimization, user ratings and reviews, and CRO (conversion rate optimization) techniques for app success.
Jessica Abbadia
Jessica Abbadia 25 January 2024
The Complete Guide to iOS App Marketing 

The App Store offers a plethora of opportunities for promoting iOS apps, including custom product pages, app preview videos, app store optimization (ASO), and much more. 

However, iOS app marketing can be a challenging task to tackle.  With over 1.7 million apps and 460,000 games being available on the App Store, users are constantly searching for unique and exciting experiences. So, how can you make your iOS app stand out?

The world of iOS app marketing is not about secret formulas but about hard work, experience, and paying close attention to the platform’s unique opportunities and challenges. 

Your journey from app development to achieving top rankings involves leveraging Apple’s App Store algorithm and creating an effective marketing strategy that aligns with the platform’s features, user demographics, and the stringent app review process. 

In this comprehensive guide, we will explore key aspects that app owners must consider for successful iOS app advertising.

What is iOS Marketing?

iOS marketing is a strategic approach aimed at promoting and optimizing mobile applications specifically designed for Apple’s iOS operating system. 

As of 2024, there are over 1.46 billion active iPhone users worldwide, which accounts for 21.67% of the total smartphone-using population. This vast user base highlights the importance of customizing marketing efforts to leverage the extensive reach of iOS devices.

An iOS marketing strategy encompasses various tactics, including optimizing App Store listings, leveraging Apple’s advertising platforms, and fostering positive user reviews to enhance visibility, downloads, and long-term success on the App Store.

iOS app marketing

Enlisting the expertise of an app marketing agency is the perfect solution for navigating this competitive landscape, leveraging industry insights, and implementing effective strategies to ensure the visibility, engagement, and success of your iOS application.

P.S.: Looking for advice on marketing your Android app? Check out our comprehensive guide to Android app marketing

How to Promote iOS Apps: A Step-by-Step Guide

1. Understand Your Audience

In order to effectively tailor your promotional efforts, it is crucial to research and analyze the demographics and preferences of your target users. According to DemandSage, over 51% of iPhone users are female, with iPhones being most popular among the 16-34 year age group. Additionally, 35% of iPhone users also own an Apple Watch. 

Target audience
  • To craft an iOS marketing campaign that is truly tailored and personalized, it’s important to understand the unique needs and desires of your app’s potential users. 
  • By developing a comprehensive user persona that aligns with your app’s category and target audience, you can create an App Store marketing campaign that deeply resonates with users and drives engagement.

2. Implement App Store Optimization (ASO)

App Store Optimization is your secret weapon for app marketing success. By implementing ASO best practices, you can maximize app store visibility and propel your app to the top charts.

  • To achieve this, focus on crafting an engaging app title, subtitle, and compelling description for your App Store listing. 
  • Prioritize optimizing your app’s metadata for relevant keywords in its category to enhance discoverability, as 65% of App Store downloads result from keyword searches.
app store optimization ASO

For instance, if you were to promote a meditation app, incorporating keywords like “meditation” and “wellness” in the app’s metadata can significantly enhance visibility and user engagement. This strategic approach can go a long way in improving the overall performance and impact of your app.

Read our complete guide to App Store Optimization to learn more.

3. Focus on Conversion Rate Optimization (CRO)

Creating an enticing app listing with visually captivating icons, screenshots, and preview videos is crucial. However, the real key to success lies in testing and optimizing them. 

Conversion rate optimization (CRO) involves continuously A/B testing your app creatives to identify the best-performing ones. By leveraging data-driven insights, you can consistently enhance your app listing on the app store to improve conversion rates and get more downloads.

4. Create Custom Product Pages (CPPs)

The App Store product page is the first thing users interact with before deciding whether to download an app. 

  • Customizing your product page listing can enhance the user experience by offering personalized content that’s specifically tailored to certain groups of users and more. 
  • By creating different versions of your app listing, you can showcase diverse content, test different visuals and text, or even create a unique pre-order listing. 
Custom Product Pages - CPPs

Apple allows up to 35 custom pages per app, but you must ensure they adhere to Apple’s strict Review guidelines, as each is individually reviewed.

Moreover, Custom Product Pages (CPPs) can reduce Cost Per Install (CPI) and boost conversions, particularly when combined with Apple Search Ads (ASA) campaigns.

By effectively using CPPs and App Store Optimization (ASO), your app can rank for specific keywords, increase organic views, improve category ranking, and reduce CPI/ad spend.

5. Utilize Apple Search Ads

Leverage Apple’s Search Ads (ASA) platform to elevate your app’s visibility in the competitive App Store’s search results. ASA proves invaluable for targeting not only competitor keywords and generic terms, but also securing your brand’s identity

With a commendable conversion rate of 60%, ASA can be a highly efficient tool for driving significant download volumes, making it valuable for an app promotion strategy.

6. Drive User Loyalty with In-App Events (IAEs)

In-app events are timely, special activities, such as challenges or live events, that can last up to 31 days and are promoted on the App Store. Simply put, they provide a more interactive and engaging experience within your app.

By offering users rewards or bonuses for completing specific actions or reaching milestones, you can incentivize them to stay engaged with your app for longer periods. Launching In-App Events in iOS can significantly enhance visibility and capture the attention of potential users, providing captivating experiences. 

In-App Events App Store
  • IAEs not only boost user engagement and improve retention rates but also re-engage previous users and contribute to a personalized app experience, ensuring long-term growth.

Read our complete guide to In-App Events for more information.

7. Highlight User Ratings and Reviews

Positive ratings and reviews have the power to greatly enhance your app’s exposure, credibility, and user trust. 

Take the time to actively seek positive reviews and top ratings from satisfied users and highlight them on your app’s listing page as social proof. Elevated app ratings significantly increase the chances of your app being featured on the App Store, expanding its visibility and credibility to potential users.

8. Localize and Internationalize Your App 

Why settle on one location when your iOS app can go global? 

Research has shown that an app that fails to localize for a local audience can lose up to 13% of users. 

App Localization and Internalization

When it comes to expanding your app’s reach to international markets, implementing app localization and internationalization is crucial. However, the process of adapting an app for different languages, regions, and cultures can vary between iOS and Android.

Learn how to localize and internationalize your iOS app in our complete guide.

9. Maximize App Visibility via Social Media

Social media platforms offer a prime chance to directly engage with your users, gathering their thoughts and opinions through comments and reviews. This valuable feedback can then be utilized to refine product features and explore fresh ideas that may have previously gone unnoticed.

Furthermore, these platforms serve as an excellent channel for organic brand growth and engagement, presenting an additional strategy to drive more app downloads.

Social media

You can also consider creating influencer marketing and UGC partnerships with creators in your app’s niche to extend your reach to a broader audience.

10. Optimize for the App Store Search Algorithm

App Store rankings are determined by a sophisticated (and constantly changing) algorithm that takes various factors into account. To improve your app’s visibility and stay ahead of the competition, it’s crucial to continuously enhance your app’s metadata and keywords. 

  • Regular updates not only boost app visibility but also help you monitor competitors and adjust keywords for a sustained competitive edge. 

Key Takeaways

iOS app marketing demands a strategic approach to stand out in a highly competitive app market. Consider hiring an expert app marketing agency like Moburst for tailored strategies that will boost your app into category leadership, including data-driven insights and tools for success.

Jessica Abbadia
Jessica Abbadia
Jessica is Moburst's ASO & CRO Specialist. She specializes in enhancing organic performance for apps and games all over the world, while actively developing innovative methods for increasing app visibility and conversion, as well as offering her vast knowledge for the benefit of the mobile community. She graduated from law school and now serves as an animal rights activist who also loves reading books while sipping a strong coffee and holding one - or more - of her three cats.
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