#197: Growing your app outside of the app stores with Jakub Chour, Mobile Growth at HER app

There is a decent number of ways to market your mobile app on app stores. I think by now we all know them so well - App Store Optimization to drive native traffic, paid user acquisition via Apple Search Ads or Google Ads, acquiring users via paid ad platforms from Meta, TikTok, Alphabet and some more.

But at some point - for savvy app marketers this point comes pretty early in their app marketing journey -  you realize that it is not the end of the story. As much as it makes sense to connect your app via built-in search on app stores or use paid ad platforms, there are more ways to build your app’s user base when you think out of the box, specifically out of the app store :-)

In this episode, we’re going to cover with Jakub a few app marketing techniques to grow your app outside of the app stores.

Today’s Topics Include:

• Jokub's background
• What is HER app and its competition
• Ways to market an app outside of app stores
• Affiliate marketing or referrals as an app marketing channel
• Using Generative AI for content marketing: pros and cons
• How Viral marketing works for mobile apps
• Most overhyped app marketing channel
• Takeaways
• What Jokub's would like to change about app marketing the most
• Android or iOS?
• Leaving his smartphone at home, what features would Jokub miss most?
• What features he would like to see added to his smartphone?

• Jokub Chour on LinkedIn
• HER app website
• Business Of Apps - connecting the app industry

"Well, I'll stick with the rule that says that if everyone else is doing it, it's not worth doing it.  I've seen a lot of outcomes from generative AI and I wasn't impressed in general for our niche. I mean like it's great to write an email, or, I don't know, a PR release, but it's it hasn't been great in the niches like ours."

"I wouldn't say channel, but definitely like Multimedia Modeling or Incrementality measurement are something that are like talked about a lot but I don't think that we are at a point to fully utilize that as I've seen some tools that are going this way. It's like telling a fairy tale. At this point  you can have it generating numbers, but for me, it is hard to trust it fully."

Business Of Apps - connecting the app industry since 2012