Launching your app in iTunes and Google Play stores is only the first step to a successful branded app and in most cases the hardest part is actually marketing the app and gaining maximum exposure.

In order to connect with your customers, you must also have a strong online presence and branded apps give you the opportunity to do just that. The number of people using their mobile devices as well as tablets are increasing year on year, and in fact 90% of all mobile traffic is spent in apps. 

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As one of the market leaders within digital app publishing, we commonly get asked questions such as:

“How do I market my app once it’s published on iTunes or Google Play?”

“How can I increase engagement on my app to gain maximum exposure?”

“How to promote my app on social media platforms?”

Here’s a list of 6 steps that will help you gain maximum exposure for your app.

  1.    Facebook app Ads

Once you’ve successfully launched your app on either iTunes or Google Play stores, you can use Facebook ads to target your existing customers, new or your competitor’s ‘lookalike’ audiences.

Here’s everything you need to know about promoting your app with Facebook

To successfully set up a Facebook Ad Campaign you will need to first choose your marketing objective as “app installs” in the consideration section.



When creating your Facebook ad, you will be given the opportunity to find your existing app within the search function as show in the below screenshot:


Once you've done the ad set-up, monitor performance to see what works and what doesn't work. Use A/B testing to understand your customer behaviour. 

  1.    Competitions offering free subscription

Once your app is launched, you should run some competitions i.e. invite customers to like, share and download your app for a chance to win an annual subscription or any other subscription you may be using.

Please make sure your provider/ developer offers this option (to add free subscription to specific users).

If you are an existing ePublish user, you can use this functionally by going to:

Features > purchase manager > free transactions




  1.    Using app store badges

When promoting the app, you may want to use the available iTunes and Google Play badges. You can even do this prior your app launches to your existing clients via social media or in your print magazine. You must however comply with their guidelines, which can be accessed below:  

App Store Marketing Guidelines

Google Play Store Marketing Guidelines

  1.    Offer free trial or an introductory price

To gain maximum exposure for your app as well as increase downloads, your business may want to offer a free trial or an introductory price at a reduced rate.

Apple gives you the opportunity to offer either of the following:

  1.     Pay as you go (customers pay an introductory price for each billing period for a selected duration)
  2.     Pay up front (customers pay a one-time introductory price for a selected duration)
  3.     Free trial (customers access the subscription for free for a selected duration and automatically get charged once the trial ends)

For full details and examples of the subscriptions available please click here

You are able to introduce and change pricing once the subscription has already been approved, so no need to worry if you’re app has already launched.

  1.    Push notifications

Sarah Perez, writer at Techcrunch reports 1 in 4 people abandon a mobile app after only one use!

Although someone may have downloaded your app, you must also ensure that they are engaged with your app throughout. One way to do this and increase user engagement as well as app usable is by using push notifications.

Did you know that push notifications boost app engagement by 88%? (according to Localytics)! Tweet this !

And as many as 9.6x users will make a purchase compared to those who didn’t receive the message (AppAnnie).

If you’re an existing ePublish user, you can send push notification following the below steps:

Features > push notifications > instant/ scheduled push notifications OR automatic push notifications



  1.    Track and analyse performance

On top of everything that you do, it is essential you track and analyse performance to ensure you are getting maximum exposure for your app.

Key metrics to look out for:

  • App downloads
  • Push notification stats
  • A/B testing

Measuring performance of your paid ads i.e. how many downloads has your Facebook campaign gained you and have you made the return on investment if you have implemented in-app purchases.

In order to therefore get maximum exposure on your app for the content you are publishing you should use as many of the best marketing practises available to you. If you currently have a replica app but would like to further experiment with digital, consider moving to a responsive provider.

Here are 5 reasons why publishers choose to work with ePublish


Are you interested in building an effective mobile app strategy? Download our free guide today.

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