"10 Steps to Release Your Mobile App" webinar

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A webinar for business owners who are ready to bring their product or services to market who are in need of an example of solid marketing strategy to use as a guideline as they ramp up for their launch date. This webinar session will also be useful for investors who are considering mobile apps as an investment and want solid release strategy to backup their financial interest.

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"10 Steps to Release Your Mobile App" webinar

  1. 1. 10 Steps to release your mobile app
  2. 2. Step 1. Plan and develop a great product Step 2. Choose a revenue model Step 3. Do the homework - prepare for launch and support Step 4. Optimize for the App Store / Google Play Step 5. Start building your community before launch Step 6. Learn and benefit from the app store ranking Step 7. Become a PR expert Step 8. Manage user acquisition Step 9. Engage users with promotions Step 10. Maintain your support & optimize operations 10 Steps
  3. 3. Mobile Marketing Agency Speakers Artyom Diogtev, Head of Branded Content, SMM, PR, ASO at ComboApp & GoWide Inc. Artyom is a deeply engaged social media expert who specializes in creating innovative online promotions for mobile products and websites. Contact: adogtiev@comboapp.com Julia Lezhenko, Strategy Consultant at ComboApp Julia is a savvy mobile marketing professional who specializes in developing strategic and tactical plans to make client products better known, profitable and successful. Julia is an expert in user and market analytics, monetization strategy, social media, new advertising principles and user behavior/psychology. Contact: jlezhenko@comboapp.com
  4. 4. Step 1. Plan and Develop a Great Product Go for iOS or Android? Are there any alternatives? Smartphone or Tablet? ! Be sure that your app is interesting and desirable for your potential users. ! Perform market analysis, study trends, profile of your prospective users, their habits and lifestyle. Describe your audience in detail. Be sure to stand out and offer unique and competitive features. ! Find ways to validate your hypothesis.
  5. 5. Step 1. Plan and Develop a Great Product
  6. 6. Step 1. Plan and Develop a Great Product
  7. 7. Step 1. Plan and Develop a Great Product
  8. 8. • Free/ Freemium / F2P • Paid Step 2. Choose a Revenue Model Facts: 1. In January 2012, free apps with in-app purchases generated only 46 percent of revenue in the United States on iOS, while in November 2013 an all-time high of 81 percent was reached. 2. Paid apps are more likely to be downloaded in the month of December. 3. China and Japan are leaders in the revenue share from freemium business model, with a record of 94 percent in January 2014.
  9. 9. Step 2. Choose a Revenue Model
  10. 10. Events Tracking ! Identify critical events in your product/service to understand the apps’ performance. ! Understanding User Behavior! ! Find the best solution to track the IAP events and the system of user behavior analysis that you're going to use for this purpose. Try to find all pros and cons to choose the platform wisely. Make sure this system works with your solution for tracking and attribution of media channels. ! Leverage the Power of Social Step 3. Do the homework prepare for launch and support
  11. 11. Name Should be simple- yet different from your competitors. It's recommended to choose a short descriptive name with keywords. ! Icon This is very important. General tips: Don‘t use words in icon. Keep it simple. Design with detail. The design of an icon should be consistent with the design of the app. ! Screenshots ! Use all available screenshots. The most important screen should go first. ! Keywords Set ! Use only relevant words. Don't repeat keywords. Choose keywords that will help you achieve a high ranking in the app store. Step 4. Optimize for the App Store
  12. 12. Don’t just sell the app, sell the story! Step 5. Start Community Building Before Launch
  13. 13. Step 6. App Store Ranking Google Play Ranking algorithm ! • Downloads number - Based on a total number of downloads at specific period of time. Keeping the momentum up plays an important role; incentivized installs are still available in Google Play and they can help with creating a snowball effect, or at least send you to the next download level (100, 500, 1000 etc.), which improves visibility. • App quality - Based on a percentage of users that use the app after installing it. • Frequency of interaction - Build a realistic approach, don’t set expectations that you can’t meet and don’t cater to the wrong audience. • Uninstalls - If an app is being uninstalled by a high volume of users, it decreases its chances to be ranked high.! • Number and quality of ratings and comments - These are important to how an app ranks, so any dev should make the most out of any reviews they receive and encourage more. Staying in contact with your audience and replying to reviews and feedback is important to the app’s success. • Country - Geo targeting is essential, since each country has its own ranking system in the app store! • Keyword density and relevance in the apps metadata! • Social ‘proof’ - How many times the app gets +1s on G+ or Likes/Shares on Facebook and so on. • Number of backlinks - Make sure you include links to an app’s page on Google Play to as many relevant pages as possible.
  14. 14. Step 6. App Store Ranking The App Store Ranking Algorithm! ! • Keywords in the app’s keywords set • Keywords in the app’s title • Number of downloads within specific period of time • App Rank* * Starting July, 2013
  15. 15. • Press Release • Pitching Bloggers • Video Reviews • Related Communities • App Store / Google Play reviews Step 7. Become a PR Expert
  16. 16. User acquisition in CPI CPM/ CPC models ! Using Facebook to acquire users ! Target high performing media ! Measure all app marketing efforts Step 8. Manage User Acquisition
  17. 17. Featured position in the app store ! Using push notifications to deliver your message ! Price drops both for the app and in-app goods ! Cross promotion with friendly publishers Step 9. Engage Users with Promotions
  18. 18. • Make updates on a schedule and repeat your message ! • Refresh the design according to new important updates. ! • Link updates to major events and holidays: Superbowl, Christmas, Halloween, etc. ! • Study the feedback from your users and connect with them ! • Measure important app usage metrics and make changes to improve them ! • Explore new markets and localize accordingly Step 10. Maintain Your Support & Optimize Operations
  19. 19. Revenue Spike During the Holiday Season
  20. 20. Revenue Spike During the Holiday Season In 2014, the Winter Olympics had a substantial impact on the app market: the sports category generated 11 percent more device installs via Google Play and 41 percent more downloads via the iOS App Store in February compared to January 2014.
  21. 21. Step 10. Maintain Your Support & Optimize Operations

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