Deja vu all over again.
In 1995 everyone was talking about what websites to create, how to create them, how they should function etc., however there was a basic flawed assumption. If you build it they will come. Wrong. This observation led me to start one of the first Internet Marketing and Promotion companies, which led me down a very fun and profitable Internet Marketing career. Now I’m witnessing the same thing when it comes to apps. Yes, you do need to build it before people can use it and before you can make money. However, that’s not enough. I Think of the app revolution like a rebirth or reincarnation of the Internet. Marketing and Promotion are the key to success.
Of course we don’t know what tools and techniques will evolve over the next few years and savvy marketers will be the first to utilize those tools and the rest will certainly follow. But today there are already many tools and techniques you should be looking at to promote your new iPhone app. I hope the following list helps those app developers who are searching for ideas and solutions.
I’ve created this blog with the intention of starting a “living document”. As new promotion and marketing opportunities are developed and discovered, I plan to add them to the list. If you know of anything that should be added, please comment.
Thanks,
Brian Coryat
1) Create a Great App.
I can’t stress this enough. At AppShouter we receive dozens of review requests each day for apps that quite frankly are not worth the time to download, free or not. Your app must fill a need and somehow be unique enough to separate itself from the hundreds of thousands of apps already out there as well as those soon to be developed.
2) Offer a Free or Lite Version
This is a great way for people to test out your app before buying it and shouldn’t be overlooked. Be creative when choosing what the “pro” version has over the “lite” version. For games, maybe get them hooked then ask them to upgrade to the new version to get the next 5 levels.
3) Name the App Correctly
I think that choosing the wrong name for and app is the quickest way to predetermine it’s failure.
Many great apps in the appstore are never found by users that would love to have the app simply because the app does not have an appropriate name. When possible, the name of the app should give a really good idea about what the app does. “Newsy”, “Alarm Clock Audio”, and “Sketchbook” are good examples of this
4) Create a Great App Icon
Many people pick apps to explore and read about the way some people pick wine, by the label. I thing that the App Icon may be the most underrated marketing tool. There are some great sites out there that can help you with this. Logomyway.com for example is a site that allows you to run a design contest. Remember, you want to create an icon that prompts people to click on it! Using a Sale banner across the icon when lowering the price is also proven effective.
5) Complete Your iTunes Store Submission Very Carfully.
This is where I see many app developers fall way short of the mark. When a typical user needs an app, they go to the app store. The only thing they really have to quickly determine the usefulness of an app is what YOU put there. This is a Direct Marketing Communication! Your description needs to SELL. You want the user to download your app NOW. Be direct and to the point. Bulleted lists of important features, quotes from app reviews, and lots of screen shots should be standard on any description. Also be sure to pay close attention to the keywords you list. To help get an idea of which keywords are most searched, try the the adwords keyword tool (https://adwords.google.com/select/KeywordToolExternal). You can use up to 100 characters, use them all if you can. Don’t forget two word combos people might use as well. Also be sure to use your most important keywords in your app title and your developer name if possible. Also spend time finding the most compelling screen shots to add to the listing. A picture is worth a thousand words!
6) Create a Compelling Website
EVERY app should have at least a one page website that serves as a sales tool. This should elaborate on what you have entered into the iTunes app store. The better the website, the better the sales tool. Look at some of your competitors websites. If your app costs more that 99c, many users will want more thorough information before purchasing. It should go without saying that the website should be promoted through traditional means as well.
7) Create a Video
A picture is worth a thousand words and a video is worth even more. It’s not difficult or expensive to do, and it can be a great promotional tool. Once created, it should be uploaded to youtube and all the other “metootubes” that will accept it. You should also post it on your website and ask those sites that write about your app to embed it as well.
8) Submit for App Reviews
There are hundreds of app review sites. You should submit for app reviews at all the appropriate app review sites. When someone googles your app, you want them to see a list of review sites that say positive things. Some app review sites charge an expedite fee. I think the expedite fee is only worth paying on the top review sites (first two or three pages of google). http://www.appshouter.com/promote-your-iphone-app/
9) Giveaway Promo Codes
Promo codes can be a great promotional tool, but I see too many totally wasted, posted on various boards etc. Try to use tools that will get you the maximum amount of exposure. AppShouter has a daily promo code giveaway that not only gets posted on the AppShouter site (front page PR5) but also gets tweeted out to thousands of twitter followers, emailed to hundreds of subscribers and is included in the RSS feed. Check out http://www.appshouter.com/giveaway-promotion
10) Make the Launch a BIG deal!
iTunes rewards those apps with lots of ratings and downloads in a short period of time. The launch should include a BIG push to get as many ratings and downloads as you can in just a few days. This can push your app into the top 100 which will result in even more ratings and downloads.
11) Consider Multiple Distribution Channels.
Depending on the type of app, you will want to explore GetJar, MobiHand, and Handango and other cropping up daily online.
12) Publish Press Releases
No event of any significance should be without a press release. The launch, the sales, new versions. There are many companies that will help write and distribute press releases. Google “Press Release” for choices. Also be sure to distribute your press release to app review sites and iphone app blogs.
13) Write Relevant Articles
Article marketing is a great way to promote your app. There are thousands of blogs out there that are hungry for content. Pick the blogs with the best traffic, (again these are the ones easiest to find on google) and contact them to see if you can contribute an article written specifically for that blog.
14) Run Sales Often
There are many websites that report when apps go on sale or have “free” weeks etc. This can lend more exposure to your app when things start to get a bit quiet after the initial launch. Of course it’s also opportunity for another press release.
15) Encourage Reviews
The iTunes app store search results definitely take into consideration how many reviews your app has received. Do anything you can to encourage your users to download and review your app.
Unfortunately the app store only asks for reviews directly when an app is being deleted. This obviously can negatively affect results.
Take a look at the appirater which prompts users who have a launched an app 15 or more times, and used it for 30 days (and hence likely to be satisfied users) to leave a review in the appstore, with an on-screen pop up. You’re much more likely to receive a nice review from someone who uses and appreciates your app.
Reviews can also be purchsaed, Fuelmyapp has recently launched and enables developers to gain app store reviews in return for offering free downloads of premium applications to users. Ratemyapp from The Appency Press is another available service.
16) Advertise
Admob, now owned by Google, has develped programs that can help to promote and monitize your app. They even run an ad-exchange that will allow you to promote your app without any cost to you. Their blog suggests “burst marketing” to help app store rankngs. “Digital Prunes, developer of the popular Slingshot Cowboy game, utilized a burst strategy after falling out of the top 100 rankings overall and in the games category. Through mobile advertising, they were able to increase their daily download volume enough to regain #37 position in the games category and #61 overall in the App Store top free list. Once discoverable, they continued to move up through the store, reaching #2 in free games and #3 overall. “
17) Understand app store analytics
Like any good marketing campaign, you really need to analyze your successes and failures and adjust your marketing efforts accordingly. However, the native iphone app store analytics are not the best out there. You should take a look at Distimo, Flurry, and Pinch Media as well who provide more in depth and useful data.