Originally at https://searchenginewatch.com/2016/03/07/how-to-market-your-mobile-site-or-app-without-spending-a-fortune-on-ads/

Making the most of what you’ve got: email, SMS, social media, brochures, packaging, SEO and ASO and optimizing your mobile site design to make the most of them.

If you want to avoid spending the majority of your project budget on advertising and public relations (PR), it is essential to start planning how you will use organic methods to promote your mobile-friendly site or app early and incorporate this strategy into your mobile design and build.

There are four categories of marketing media:

Paid media – i.e. advertising
Earned media – e.g. press and blog coverage (generally achieved via PR)
Owned media: digital and physical – e.g. email and packaging
Shared media – e.g. social media

The previous column discussed paid media and public relations  and introduced the concept of distribution-driven development.

This week, it’s the turn of shared and owned media, including search engine optimization (SEO) and app store optimization (ASO) and testing your campaign.

Plus Jim Hennessey, director of consumer marketing for the hit US Multiple Sclerosis fundraising event, MuckFest, gives us a masterclass on digital and social media marketing.

“Three years ago, the MuckFest MS social channels were a silo, far away from being a component of our marketing and revenue generating programs. In 2013 we had no event registrations attributed to social media. In 2015, more than 35% of our registrations were from social media.”

Find out MuckFest did it, below.


Owned media – physical

Depending on the type of business there will be a wealth of ‘free’ vehicles for promoting your mobile site or app.

These include brochures, business cards, product packaging store/office posters and placards including…

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