A young man holds a small package in one hand and a smartphone in the other. The package has a mail label on it, and the man looks at the box with a smile. In the background is a room filled with hanging and potted plants. One wall behind the man is made of floor-to-ceiling windows; the other wall is wood and lined with shelves that hold potted plants.
If a customer uses your app, encourage them to leave a review. Even negative reviews can be beneficial, since responding to them respectfully shows that you care about feedback. — Getty Images/AsiaVision

Building an app is no small feat, but the real work begins once it launches because now you have to promote your app and convince new users to download it. Here are seven ways you can promote your small business app.

[Read more: 2023 Digital Marketing Trends for Businesses to Try]

Press release

Publishing a press release is a great way to create some initial momentum for your app. You can write a press release and submit it to tech and industry publications to raise awareness for your app.

When you draft your press release, you’ll want to explain how your mobile app works, provide a release date, and include a few details about it. You'll also need to explain why your app launch matters and who it’s for. If you’ve never written a press release before, you can find a template to help you get started.

App store optimization

App store optimization (ASO) involves improving an app's ranking and visibility in the app store. By making an app easier to find, you can increase the number of downloads and users.

Your exact strategy will vary depending on whether you’re optimizing your app for the Apple App Store or Google Play. But in general, you can improve your ASO by using a descriptive title that includes keywords, a detailed description, and adding high-quality photos.

Including an app preview video can also encourage new users to try the app. It’s important to routinely evaluate your app’s ranking and make adjustments as needed.


As people begin downloading and using your app, ask them to leave a rating or review. High ratings in the app store can boost your app’s visibility and encourage new users to download it.

But you can also ask people to review your app on an app review site or on social media. When someone does take the time to review your app, make sure you respond to their comment, even if it’s a negative review. Responding to comments shows users that you listen to and care about their feedback.

Publishing a press release is a great way to create some initial momentum for your app.

Email marketing

You should start promoting your app to your existing customer base before it launches. Create a landing page where anyone who’s interested can sign up to receive alerts once the app is complete.

Once your app launches, email your subscribers with incentives to download the app and provide feedback. For example, anyone who leaves an app review could be entered into a drawing to win a gift card.

Social media

You can also promote your app on your business’s social media accounts. The right social media marketing campaign can build awareness for your app and help generate new customers.

The first step in any social media campaign is to understand your audience and what they’re looking for. Why will they care about your app launching? How will it solve a pain point for them? Understanding this will help you create engaging content for your audience.

[Read more: 5 New Social Media Tactics to Try in 2023]

Paid advertising

If you have the room in your budget, paid ads will be one of the most effective ways to promote your app. For instance, you can run paid ads on social media to announce your app launch. You can also use Google ads to re-engage customers who downloaded your app but have yet to use it.

If you launch an iOS app, you can pay for Search Ads, which allow you to run paid advertisements directly within the App Store. You’ll bid on relevant keywords so that your app will appear first when someone searches for that keyword.

Influencer marketing

You can also partner with relevant influencers to promote your app. Increasingly, small businesses are working with micro-influencers who have small audiences but more reach with their followers. Just make sure the influencer you choose aligns with your business so you’re attracting the right subscribers to your app.

[Read more: Best Practices for Boosting ROI With Influencer Marketing]

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.

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