There are billions of apps on the market.

To make your app stand out in the crowd, it must have marketing support.

App marketing is one of the best ways to get more downloads.

You need a growth plan to increase your app’s online visibility by generating buzz that will turn users into customers.

Research has shown there were more than 205 billion app downloads last year alone.

Experts predict that there will be a 25 percent increase in global app downloads between 2018 and 2022.

To compete, you will need to consider implementing the proper app marketing tactics.

That also includes knowing which app marketing mistakes to avoid.

Here are the top 10 app marketing mistakes you should avoid while promoting your app.

mobile app

Here are the top 10 app marketing mistakes you should avoid while promoting your app.

Excluding Social Media


The cost of advertising on social media is lower than any other platform available.

It is an inexpensive tool that can and should be incorporated into every marketing budget.

With the choice of organic or paid promotions, there is no reason why social media cannot be a part of your app marketing strategy.


By excluding social media you limit the reach your app can have.

Ignoring the over 4 billion users currently active across all social media channels automatically shrinks your audience.

You want to connect with as many people as possible.

Build your platforms. Leverage your content. Grow your audience.


Social media allows you to easily connect with consumers who are interested in your app.

Creating look-alike and custom audiences allow you to determine the best channels for targeting your potential users.

Streamline the advertising process by guaranteeing your app is being promoted directly to its intended audience.

Not Focusing on ASO

App store optimization (ASO) is an often overlooked, but essential part of successful app marketing.

Ensuring your app is optimized for high performance in the app store increases the likelihood that new users will see it.

An app’s visibility improves when it is exposed to high-quality, relevant users.

This also increases your ability to receive organic downloads without having to pay for advertising.

Go to the market for one location

While it’s important to have a wide reach when it comes to your audience, you won’t start seeing results if users feel disconnected from the product.

Creating localization for your audience is crucial for your app’s success.

Take the time to research foreign markets you plan on advertising in.

Consider how your strategies will be translated into a different language, or if there are predominant phrases you can incorporate to customize the app to a particular region.

Focusing on one location will limit your app’s growth.

But so will forgetting to adjust your strategies for different audiences around the world.

Underutilized online assets without app download links

Use app screenshots smartly to persuade your audience.

You’ve taken the time to create a variety of digital assets to help promote the app.

Why not use them?

Include the app video in your screenshots as a way to further help customers understand your product.

Share the app screenshot on other social media channels to demonstrate how the in-app experience looks.

Online assets do not strictly need to be used for a single purpose.

Get the most out of the content you create as possible.

App downloads source tracking

Not tracking your incoming traffic source on your app is a major app marketing mistake to avoid.

To maximize your current campaign’s effectiveness, you should track each source individually.

Use campaign tracking tools from Apple and Google Play to generate UTM.

You can later use this data to measure your app’s success, while also determining where, if any, changes or adjustments need to be made.

Irregular app updates

You should expect to receive regular feedback from users who download your app.

To remain relevant, you need to create a positive in-app experience.

One way to do this is by providing regular updates.

Instead of one major update each quarter, divide them into small updates and then push the app releases each month.

This not only helps with keyword rankings, giving you a chance to rank better but also ensures user feedback is implemented more frequently.

Avoid paid ads

Organic app marketing is ideal for long-term growth.

However, you have to start somewhere.

Include paid search advertising in your marketing plan.

Utilize paid ads including Apple Search ads, Google apps install campaigns, and Facebook ads campaigns to get instant app downloads.

No access to app users analytics

Set aside a portion of your budget to include the implementation of app analytics tools within your app code itself.

This will give you insight into user behavior and assist in collecting app data.

Such tools also help with user engagement and user retention. 

Not managing App Store Reviews

Ignoring app reviews or not responding to them can lead to app failure.

Address every single review and respond to them with a solution.

Make sure your end-user is satisfied and willing to change the review after applying your provided solution.

0$ contingency budget for app improvements

Developing a great app is just the beginning.

Even if you create the best app on the market, there will still be a need for future investments into the design and overall experience.

Losing all the money in development is a common app marketing mistake most app owners make because they think their app is perfect and requires no further changes.

However, this is usually not the case.

The key to success will always be creating a positive and memorable in-app experience for users.

How do you do this?

Keep a separate budget to make regular fixes and feature updates, based on the app users’ feedback. 

How to create the best plan to avoid these app marketing mistakes for your app?

There is no one size fits all solution when it comes to marketing an app.

You need to consider the types of strategies that not only align with your goals but can also be incorporated into your budget.

Using a combination of different tools is often one of the best ways to see immediate results with long-term ROI.

At Markovate, we specialize in a wide range of marketing techniques to help you get the most growth possible with your app.

Contact us today to book a strategy session with one of our experts, and start earning more downloads.