An article written by Ben Dickson published by Mobonaut:
No one denies the importance of a well-thought, minutely-planned marketing campaign to promote your app and improve your brand’s online presence. But not everyone is eager to pull out their wallet and pay for promotion without knowing in advance whether the results will pay off. If you’re one of those people, and you’re on your first promotion campaign, skeptical of all those paid app promotion platforms and reluctant to pay for it, here are a three tips that can get you started on the road of promotion without requiring to make any serious investments.
Set up a site for your app
A site can be a nice addition to your app’s description page in app stores. You don’t need to create anything too fancy: In most cases, a simple single-page WordPress site to present your app, describe its features, direct users to your app’s page in major app stores and your social media accounts can be very effective in giving your app (and yourself) a professional look and open up new venues for users to find you. Snapchat and Path are great examples you can take after.
In fact, you can even set up your site as a teaser a few months before launching your app, heralding the arrival of the next best messaging or document sharing app (or whatever it is you’re developing). Throw in a contact form for users to sign-up for updates and releases, and you’ve already gotten yourself a nice platform to collect emails and create mailing lists, an invaluable asset to later reach out to potential and previous customers.
If you want to take your site to the next level, add a blog page, where you can post updates about your app and informative and educational content for your audience. Blogs also have the technical benefit of making sure your site always has fresh content, which will optimize it for search engine rankings. Buffer app’s blog is a good example.
Reach out to the press
By press, I mean not only mainstream media, but also app sites and bloggers. Always reach out to tech and mobile journalists for authority sites. Although it’s very hard to get published in one of those top Alexa-ranking websites such as New York Times or WSJ, but you never know – it might be your lucky day and someone will show interest in your app, especially if you can deliver the right pitch and emphasize on its key strengths and innovations.
An alternative would be to pitch to app review sites, such as 148apps, AppStoreApps, AppAdvice, and, of course, Appszoom. These are sites that specialize in mobile apps, which means that if you get them to mention your app, you’ll be exposed to the right audience and generate a lot of buzz for your app.
Another venue to try is bloggers. Find bloggers who write in your particular niche. They don’t necessarily have to be mobile and tech bloggers. For instance, if you’ve developed a health app, reach out to health bloggers. In fact, in many cases, you’ll be more successful with niche bloggers than with general tech journalists, because they’re more likely to understand and appreciate the true value and benefit of your app. A simple Google search for bloggers in your domain of interest can quickly direct you to the right directories.