We track thousands of apps and we’re constantly in touch with many developers to help them grow. We consistently see the same mistakes made when it comes to making your app as visible as possible (what we call app discovery).

Mistake #1: Do not wait for the launch of the app to start marketing it.

Developing a good app takes lots of resources and time. But you don’t have to wait for your app to arrive in the App store or Android Market to start marketing it. An app is a form of media, like movies and music. And distributing media requires momentum and teasing. Start generating interest before your app is live. Many good developers do it. Don’t wait for the launch. Once in the App Store, it’s already too late.

Create a teaser or video trailer informing your existing users (if you already have some). Reach out to bloggers to feed them with material on your upcoming app.

An example here of a nice trailer by the Guys at UsTwo

Bottom line: Don’t wait. Market before you launch.

Mistake#2: Assume that search will help you get found.

Both the App Store and Android Market search engines are underwhelming. Both in the capacities to search and the quality of results. This is a known fact.

But this is not the main problem. Most users do not search, so don’t assume they will search to find your app. They don’t know what to search for, they don’t know what’s even available or even how to spell your app. The most common discovery experience is browsing. People love browsing the store. It is therefore important that the elements present in the browsing experience (app title, icon) are compelling enough to catch their attention.

Bottom line: Care about the first impression.

Mistake#3: Word of mouth does not happen alone. You can help it.

If your users love your app, they will love to talk about it. But you need to help them do that if you really want that effect to happen.

For example, remind them to give you a nice rating in the App Store (this can be done in a single click), remind them to share the love on Twitter/Facebook and integrate sharing by email..

It really seems obvious but so many great apps don’t even do that.

Bottom line: Integrate sharing natively (and if you don’t, talk to us…)

Mistake #4: The US app store in not the only store in the world.

So many developers are obsessed with the US App Store. But the reality is that the US is less than half of the iOS population. By referencing your app only in the US app store you leave behind half of your target audience (graph below by Admob)

Ok. We hear you…your app is not translated. It is not really a problem (although we recommend you do it). Many apps are very successful abroad without being ever translated. Also think about all the influencers, bloggers and journalists that would love to cover your app, but can’t download it because you just listed your app in the US.

Bottom line: Make your app available in all countries.

Mistake#5: Media buying can save you, if you do it right.

There is no way you can consistently get visibility in the App Store if you don’t “buy” your exposure. Whether you use Admob, iAd, Millenial, InMobi (or Appsfire). You need to have some budget allocated to marketing for user acquisition.

Yes there are some exceptions of apps that are consistently visible, either because they are consistently featured, or because they have a massive existing userbase. You can also enjoy a nice boost by organizing a good PR coup. But that won’t last. If you want to be consistently present you need to adress that in a professional manner.

But that’s not enough. Buying downloads won’t get you visibility. Why? Because many great apps are doing it (just look at the top 200 and you’ll have an idea). You need to create momentum. And the only way to do it is by creating a burst effect in your download pattern. Something search, or visual banners just can’t do.

Bottom line: If you buy media, do it but create momentum.