First, you want to tell all of your existing customers about the availability of your mobile app, be it social media or newsletter or home page banner, but you should also be aware of “ASO” - yet another abbreviated term to learn which means App Store Optimization.
Here is how wikipedia.org defines ASO:
“App store optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, BlackBerry or Windows Phone app) in an app store (such as iTunes for iOS, Google Play for Android, Windows Store for Windows Phone or BlackBerry World for BlackBerry). Just like search engine optimization (SEO) is for websites, app store optimization is for mobile apps.”
Just like your website SEO, the higher your app in search results, the more likely you will have more downloads. App reviews are important for this reason, because they provide keyword-rich content and make your app appear more popular and relevant than others like it. So, you might ask customers to review your app, and get some good critical feedback for improving the interface as well.
Think of your mobile app as another way, besides your website or Facebook page, to be noticed and get more market exposure. It's another tool in your marketing strategy. Through the app stores, and by consumer searches, your business and products will be more visible – even if your app was developed for existing customers only.
Each mobile app platform requires you to register your app. For example, you will need to belong to Apple Developer’s Network in order to apply for your app to go live and be available for download. Naming and categorizing your app with the correct terms will help you get exposed to potential users. Just like your homepage needs keyword-rich content, your mobile app also needs the right keywords included in its description so you can take advantage of the app store as another marketing platform.
Change your thinking about app stores. Rather than thinking about it as just another place to download programs for your mobile devices, think of it as a virtual marketplace to show off your products or services. This might help you devise a plan for your mobile business app if you’re still in the idea/development phase.