Over the past month I've been in touch with developers at two mobile app teams, and thinking about how to help them build traction and drive more downloads. What I find strange is that they're collecting so much content from their users but they're not doing anything with it, to use it and build an inbound marketing strategy.
Looking at most app sites, you'll see the same thing: very basic, just sending users to their App Store page. It looks like they all believe that its enough to get organic traffic through the App Store. But if you want to build a business, you can’t ignore search, especially when ninety percent of web traffic is driven by search engines. To rely solely on the App Store for discovery is not a strategy, especially now, when hundreds of thousands of apps are competing for visibility in IOS and Andoid stores.
Most app publishers don't realize that if they want to drive downloads, they need to build trust, which will stem from building content and engaging in conversations. They need to take user content and social actions and put them on the web. They need to develop inbound content marketing machine. Best of all, its all measurable allowing them to try different things and focus on what drives conversions.
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