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Mobile App Marketing

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Tips on marketing and promoting your mobile app, specifically Apple iOS (iPhone, iTouch, iPad) and Google Android apps.

Tips on marketing and promoting your mobile app, specifically Apple iOS (iPhone, iTouch, iPad) and Google Android apps.

Published in Technology , Business
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Transcript

  • 1. Mobile Application Marketing Author: Mike Lee @mikeleeorg me.mikelee.org
  • 2. Channels• In-Store Marketing • App Marketplace SEO • App Marketplace Editorial• Off-Store Marketing • Viral Marketing • Web Marketing
  • 3. App Marketplace SEOThe art of increasing the ranking of your app inthe search results of an app marketplace.
  • 4. App Marketplace SEO• Choose the right keywords • Use the Google Keyword Tool (link) to find related keywords • Examine descriptions of competitor apps • Examine descriptions of top ranking apps • Consider popular generic keywords (e.g. “free,” “lite,” “fun,” “Facebook,” “Twitter,” etc)
  • 5. App Marketplace SEO• Use keywords in app marketplace listing • In app title • In app developer name • In keyword list • But not in app description (link)
  • 6. App Marketplace SEO• Get more ratings • Consider in-app prompts for reviews, like Appirator (link) • Consider pay-for-reviews, like Truevoo (link) (Caution: may adversely hurt rankings) • Consider incentives for ratings (link) (Caution: may adversely hurt rankings)
  • 7. App Marketplace SEO• Get more downloads • Consider mobile advertising, like AdMob (link) • ~2500 daily downloads needed to make top 100 in a popular category • Consider a sponsored listing on app directories, like GetJar (link) • Consider an incentivized download, like Tapjoy (link) (Caution: may adversely hurt rankings)
  • 8. App Marketplace SEO• Increase click-throughs • Have a compelling icon (link) • Have a compelling description • Have compelling images • Consider informative images instead of static screenshots • Have high ratings
  • 9. App Marketplace SEO• Monitor, measure & revise • Monitor rankings in various app marketplaces for top keywords over time • Measure rank movements of text changes • Revise keyword list to optimize ranking • Revise description & screenshots to optimize click- throughs
  • 10. App Marketplace EditorialThe art of getting your app featured in an appmarketplace by editors (actual people).
  • 11. App Marketplace Editorial• Get the attention of the app marketplace editors • Foster a buzz in mobile tech blogs & magazines • Provide bloggers & journalists with a promo code if you have a paid app • Consider using holiday-related marketing promotions (e.g. Valentine’s Day, Halloween, summer vacations, etc)
  • 12. App Marketplace Editorial• Establish a rapport with app marketplace editors • Find and network with them (e.g. on Twitter, at parties, via introductions, etc) • Apple’s App Store (link) • Google’s Android Market (link)
  • 13. App Marketplace Editorial• Make app catchy enough to look good in Apple’s TV ads • Pizza Hut in Apple TV ad example (link) • Choose a particular feature that will work well in an Apple TV ad • Find and network with Apple iPhone & iPad’s marketing teams
  • 14. Viral MarketingThe art of encouraging people to talk about,recommend and share your app.
  • 15. Viral Marketing• Build features that encourage raves • Conduct user research (e.g. ethnographic research) • Solve annoying problems for users satisfactorily
  • 16. Viral Marketing• Build features that encourage sharing • Make sure sharing is easy, effortless and instantaneous to do • Incorporate viral loops (link)
  • 17. Viral Marketing• Build buzz amongst influencers • Identify bloggers, Twitter users & social media users who are in your target audience • Give influencers access to beta features • Encourage and gather praise, feature requests & complaints
  • 18. Web MarketingThe art of promoting your app on the web.
  • 19. Web Marketing• Optimize app landing page • Pay attention to website SEO (link) • Consider a web demo (e.g. interactive, video, etc) • Include customer testimonials • Include inbound links from rest of website • Compare against iTiunes Preview page (link) • Create a custom App Loading page with an affiliate link (link)
  • 20. Web Marketing• Monitor reviews on mobile app directories & review sites • Respond to bug reports and frustrations • Foster an attitude of “we care and we’re listening” on these communities
  • 21. Thanks! Author: Mike Lee@mikeleeorgme.mikelee.org