“I made my app, but where are all my customers?!” As consumers look to mobile apps for the majority of their product and service needs, it’s more crucial than ever for businesses to capitalize on this market. Creating your business application is a great first step, but having customers download and return to your app is a whole other battle. Mobile app discovery and engagement are critical to your app’s success. Proper marketing is what sets your app apart from your competitors, ensuring top customer acquisition and retention.

Check out some of the most important tactics that successful marketers are using to drive mobile app discovery and engagement through Google.

When you’re just getting started, it’s important your business allocates its budget as efficiently as possible. Utilizing natural—or unpaid—Google search results through app indexing can make your app easily discoverable. App indexing allows you to attract potential users through Google search, matching what customers search with your app’s relative content. Basic SEO strategy can be used to ensure your app ranks well in Google’s natural search results, allowing you to boost app downloads at little to no cost.


Google Play Store Ads

Reach billions of Android users with ads that appear within the Google Play Store’s search results. You can now manage your app’s ads like you do traditional text ads with keywords and bids. Google also offers tools to track metrics, such as app installations.

Mobile App Install Ads

It’s a new world. There are now more Google searches on mobile than desktops. Search engines allow you to capitalize on this volume of traffic with paid search results. Much like organic search, mobile app install ads can be customized to particular searches to drive downloads to your app. Google is also looking to launch “streamable” apps that allow users to test them out before downloading, which would increase the importance of app indexing & paid mobile engagement ads.


Re-engaging Customers

Ensuring that customer returns to your app (mobile app discovery) is extremely important and equally difficult. A year ago, nearly 20% of apps were abandoned after their first use. Although this number is likely to decline, it is crucial to build a retention strategy that sets your app up for success.

Deep linking is an extremely effective re-engagement strategy. Proper app indexing strategies will allow users to return to your app directly from the Google search results page. You can deep link searches into an already installed app and continue to market it just as you would before the user downloaded. This helps ensure your users return frequently. Be sure to keep up with your app’s push notifications too. An effective push notification strategy is a simple way to re-engage app users and improve retention rates.


Your mobile app presence is absolutely necessary in today’s world. Be sure to leverage your app’s potential.
A new study, conducted by Pew Research Internet Project, showed that 91% of Americans own a mobile phone, and over half of them use those phones to access the internet. That probably doesn’t surprise anyone, but what you may not know is what that means for your business.

If you own a business, it is essential that you maintain an engaging mobile presence.

Customers want immediate access to information these days, and they get that from their mobile phones. So of course it stands to reason that your customers want to be able to interact with you and to obtain goods and services from your company via their mobile device.

A mobile app enables your business to be available at all times, nights, weekends and holidays, and allows you to offer customers on-the-go access, rewards programs, recruitment opportunities and more.Engaging your customers has never been easier than with a mobile app. The app practically promotes your business for you.

We’ve outlined four ways that you can grow your business through a mobile app below.

1. Facebook, and other social media sites. When you sync your app with social media like Facebook, Twitter and Instagram, your customers can share content and promote your business. Customers can “share” special promotions and contests you might have and their friends/fans will see the content and be moved to download your app. You can also tweet out special gofers and events.

2. You can also do marketing through push notifications, and geofencing. Localized content can really grow your business. When customers are offered specific content based on their location and interest, they feel catered to and like their needs are being met. This will generate a lot of business.

3. Giveaways, free trials and contests. Don’t hesitate to utilize these! People will download your app especially to participate in contests and giveaways. This will give you an opportunity to get your products, goods and services out there, which will then drum up more business and retain loyal customers.

4. Advertising Space. Taking out an ad through sites like Facebook or other social media sites is a great way to generate business and draw people into your app. These sites target consumers based on their interests, so your ad is guaranteed to be seen by people who are especially likely to give you business. Targeted ads are a great way to insure revenue.

No matter what type of business you run, an app can propel you forward if you learn how to properly market your app. Restaurants, bars, concert venues, retail outlets, catering services, medical facilities, educational facilities, salons, repair companies and countless other businesses have benefited from utilizing a mobile app.

Have a successful mobile marketing or retention strategy that wasn’t mentioned? Share it in the comments below!

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