Three best practices for mobile app distribution

By Becky Lawlor

After your enterprise puts so much time, energy and planning into the enterprise application development process, it’s easy to forget that one of the most critical components to your success still lies ahead: the ability to successfully distribute your app to your target audience.

In today’s app market, millions of new apps are competing for consumer attention. As such, a solid mobile app distribution strategy is crucial. Without one, your app won’t stand a chance at being widely distributed, no matter its credentials.

Here are three mobile app distribution best practices that will help you reach your target audience:

1. Optimize your app for discovery

Many app marketplaces have specific guidelines about descriptions, logos and other items that will help you optimize your app for their platform. In order to ensure that your app is optimized for discovery, you should follow these guidelines as closely as possible.

You should also optimize your app for search. By using specific, relevant keywords, you can ensure that your target audience is able to find your app easily. Developers should also consider optimizing mobile websites, social media platforms and traditional search engines for app discovery. To make matters even easier, you can employ widgets that are able to detect the type of device a consumer is using at a given moment. Then, you can use this information to send these customers to the specific page where they can download the correct version of the app for their operating system.

2. Keep your app at the top of the rankings

One of the easiest ways for your app to get discovered is for it to make its way to the top rankings in a particular app marketplace. This rise in popularity is often the result of positive user comments and recommendations.

Here are three steps you can take to help your app rank:

  • Make it easy for your customers to rate and recommend your app within the app itself, and encourage your customers to take these actions.
  • Collect user feedback and use this input to influence improvements in new releases.
  • Update your app regularly to ensure that it’s as engaging as possible.

These steps are crucial to your app’s success as a whole. After all, positive word-of-mouth recommendations will make it easier for additional users to find and download your app, allowing you to further widen your distribution footprint.

3. Expand your distribution channels

Though some larger app marketplaces may have a corner on the app distribution market, they are not the only players in town. In fact, as time goes on, more unique marketplaces are entering the scene. Some of these platforms are run by outside companies, but others are independent. Some of these marketplaces exist at the carrier level, others stem from the device itself. In addition, more and more big names are getting into the mobile app distribution game. In fact, for those enterprises that are looking to make money from app downloads, alternative distribution channels may prove to be more lucrative. By taking advantage of multiple distribution channels, you can increase your app’s exposure.

According to Marketing Land, a recent App Annie report projects that revenue from app usage will exceed the revenue from downloads in developed markets, such as the United States, over the course of the next few years. As such, it’s particularly important to have a global distribution plan in place.

A few years ago, it wasn’t as difficult to ensure that your mobile app was discovered and distributed. Today, the opposite is true. In fact, the majority of apps will struggle to find their way out of obscurity. While many apps are still succeeding, it’s clear that oftentimes this success is as much about having a solid distribution strategy in place as it is about how interesting and engaging the app is as a whole. As such, it’s important to make sure that your road map includes a solid plan for both development and distribution.

Written By

Becky Lawlor

Technology Writer

Becky Lawlor is a freelance technology writer specializing in mobility, cloud computing, unified communications and collaboration solutions. She develops and writes content that helps technology buyers understand and evaluate technology solutions, modernize their IT infrastructure…

Other Articles by Becky Lawlor
See All Posts