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Why You Aren't Done When
the App is in the Store?
Vanessa Estorach
@vestorach
#nsbarcelona
I have the answer…
iOS

October 22, 2013

1,000,000

Android

January, 2014

1,023,902

Windows Phone

December, 2013

200...
You don’t want to be…
Can I really do something?
Who am I?
I’m Vanessa Estorach
e-growing.com

#Entrepreneur
#SocialMediaEnthusiast

#MobileSensei
#CookingLover

#Strategi...
Why are you here?

Make more €€€
Make your app stand out
Just Curious
Other…

You don’t KNOW…
@vestorach

#NSBarcelona
Let’s start!
Do you know him?
I want you to watch a very short video…

@vestorach

#NSBarcelona
He has…

PRODUCT
GOAL
He has NO…

COMMUNICATION
DESIGN
You have…

PRODUCT
GOAL

[App]
Very important thing!

€€€
2 Secret Ingredients…

€=

Conversions

Communication
@vestorach

Exposure

Design
#NSBarcelona
Let’s get started!
How can you promote your APPs?
Inside the app

@vestorach

Outside the app

#NSBarcelona
How can you promote your APPs?
Inside the app
NAME

ICON

SCREENSHOTS

DESCRIPTION
KEYWORDS
REVIEWS

@vestorach

#NSBarcel...
How can you promote your APPs?
Outside the app
WEB PAGE

SOCIAL MEDIA

ADS

PR

@vestorach

#NSBarcelona
Let’s start with…
Inside the app

¡Hola que ASO!

@vestorach

#NSBarcelona
App Store Optimization
What do you see?
What do you really see?
App Name
How do you choose it?
#1 I just make it up
#2 Brainstorming with your colleagues
#3 I do some research and I see my
competitors’ names
My recommendation:

Follow the 3 steps
And always include keywords
Because keywords influence your

app rank!
App Icon
Do you see the difference?
Recommendations
#1 Never include words

#2 Keep it simple
#3 Icon/App consistency

@vestorach

#NSBarcelona
With a good icon…
… you convince us to open your app
App Screenshots
“A Picture is Worth a Thousand Words”

@vestorach

#NSBarcelona
Never post your screenshots naked
#1 Mix them

#2 Write on them
#3 Play with them

@vestorach

#NSBarcelona
Design has HIGH

IMPACT

IT’S YOUR FIRST IMPRESSION!
App Description
Remember
#1 We are lazy… We only read the first 2 or 3 lines of

the description
#2 In Android apps: Include keywords!

@v...
App Keywords
What tools can we use?
- Similar to the old Google Keyword Tool
- Not 100% perfect
- Free
- Very easy to use
http://www.straply.com/
- Suggest competitors keywords
- Suggest some top keywords for your app
- Relevant information (from the App Store)
http:/...
- Track your rankings
- Compare your progress with your competitors
- Identify relevant keyword

http://www.mobiledevhq.co...
App Reviews
How can you get them?
#1 Ask your colleagues

@vestorach

#NSBarcelona
#2 Get your app reviewed
Don’t forget in your mail:

Popular Review Sites:

•

App name

• Macworld.com

•

Link to your a...
#3 Pay for reviews

@vestorach

#NSBarcelona
To sum up…

€=

Exposure

Conversions

NAME
KEYWORDS

ICON
DESCRIPTION
SCREENSHOTS

REVIEWS
@vestorach

#NSBarcelona
ASO is like going out…
… If you don’t interact, you won’t get
the girl
Let’s interact!
Outside the app
WEB PAGE

SOCIAL MEDIA

ADS

PR

@vestorach

#NSBarcelona
Web Page
Why?

@vestorach

#NSBarcelona
Why?
#1 Before downloading the app… web research!

#2 Somewhere to contact you
#3 Build your Brand

@vestorach

#NSBarcelo...
Use pre-design-mobile-optimized
templates

@vestorach

#NSBarcelona
We are

@vestorach

SOCIAL
#NSBarcelona
@vestorach

#NSBarcelona
Social Media
At least…
Mentions
 Explain new features

@vestorach

#NSBarcelona
Ads
Do you know?
CPM
CPC
CPI
#1 Mobile Ad Networks
You can use them to…

Advertise your Apps
Monetize your Apps
ADMOB
REVMOB
CHARTBOOST
Network

Platform

Known Model

AdMob

iOS, Android,
Windows
Phone

CPC

Supported Ad
Format
Banner, Smart
Banner,
Interst...
Network

Platform

Known Model

Supported Ad
Format

Chartboost

iOS, Android

CPC, CPI

Interstitial

Characteristics
- t...
Network

Platform

Known Model

RevMob

iOS, Android

CPI

Supported Ad
Format

Banner,
Interstitial

Characteristics
- hi...
#2 Incentivized Download
TAPJOY
Network

Platform

Known Model

Tapjoy

iOS, Android,
Windows
Phone

CPI

Supported Ad
Format

Banner,
Interstitial,
Video...
#3 Free Cross-Promotion
How?

with Other Developers’ Apps
with Your Own Apps
PR
Which one?
#1 Google it!

#2 Where you’d like to be published?
#3 Where are your competitors?

@vestorach

#NSBarcelona
How can you reach them?
With a Press Release that should contain:

 App name

 Video

 Link to your app

 Price

 Des...
Are they going to publish me?
The first time for sure, NOT.

You FIRST have to establish a relationship with the
blogger o...
To sum up…

€=

Exposure

KEYWORDS
WEB PAGE
SOCIAL MEDIA
@vestorach

NAME

Conversions

REVIEWS

DESCRIPTION
PR

ICON

SCR...
Ask yourself: “Am I…?”
• Telling a story?
• Investing in design?
• Researching keywords?
• Socializing my app?

• Building...
But always with a…
Exemple of No Planning
Exemple of Planning

#1

#2

#3

#4
You know the secret formula…

€=

Conversions

Communication
@vestorach

Exposure

Design
#NSBarcelona
Experiment!
#1 Plan

#4
Repeat &
Improve

#2 Test

#3
Measure
Keep the conversation on

THANK YOU!
@vestorach
vestorach@e-growing.com
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
Mobile Marketing: Why you aren't done when you finish the app
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Mobile Marketing: Why you aren't done when you finish the app

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Depeloping your app and uploading it to the store is only half of the job! If you want your app to stand out and get revenues, invest some time and money on Mobile Marketing. Here you'll have some tricks to start with :)

Published in: Marketing, Technology, Business
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Transcript of "Mobile Marketing: Why you aren't done when you finish the app"

  1. 1. Why You Aren't Done When the App is in the Store? Vanessa Estorach @vestorach #nsbarcelona
  2. 2. I have the answer… iOS October 22, 2013 1,000,000 Android January, 2014 1,023,902 Windows Phone December, 2013 200,000 @vestorach #NSBarcelona
  3. 3. You don’t want to be…
  4. 4. Can I really do something?
  5. 5. Who am I? I’m Vanessa Estorach e-growing.com #Entrepreneur #SocialMediaEnthusiast #MobileSensei #CookingLover #Strategist #Traveller @vestorach #NSBarcelona
  6. 6. Why are you here? Make more €€€ Make your app stand out Just Curious Other… You don’t KNOW… @vestorach #NSBarcelona
  7. 7. Let’s start!
  8. 8. Do you know him?
  9. 9. I want you to watch a very short video… @vestorach #NSBarcelona
  10. 10. He has… PRODUCT GOAL
  11. 11. He has NO… COMMUNICATION DESIGN
  12. 12. You have… PRODUCT GOAL [App]
  13. 13. Very important thing! €€€
  14. 14. 2 Secret Ingredients… €= Conversions Communication @vestorach Exposure Design #NSBarcelona
  15. 15. Let’s get started!
  16. 16. How can you promote your APPs? Inside the app @vestorach Outside the app #NSBarcelona
  17. 17. How can you promote your APPs? Inside the app NAME ICON SCREENSHOTS DESCRIPTION KEYWORDS REVIEWS @vestorach #NSBarcelona
  18. 18. How can you promote your APPs? Outside the app WEB PAGE SOCIAL MEDIA ADS PR @vestorach #NSBarcelona
  19. 19. Let’s start with… Inside the app ¡Hola que ASO! @vestorach #NSBarcelona
  20. 20. App Store Optimization
  21. 21. What do you see?
  22. 22. What do you really see?
  23. 23. App Name
  24. 24. How do you choose it?
  25. 25. #1 I just make it up
  26. 26. #2 Brainstorming with your colleagues
  27. 27. #3 I do some research and I see my competitors’ names
  28. 28. My recommendation: Follow the 3 steps
  29. 29. And always include keywords
  30. 30. Because keywords influence your app rank!
  31. 31. App Icon
  32. 32. Do you see the difference?
  33. 33. Recommendations #1 Never include words #2 Keep it simple #3 Icon/App consistency @vestorach #NSBarcelona
  34. 34. With a good icon…
  35. 35. … you convince us to open your app
  36. 36. App Screenshots
  37. 37. “A Picture is Worth a Thousand Words” @vestorach #NSBarcelona
  38. 38. Never post your screenshots naked #1 Mix them #2 Write on them #3 Play with them @vestorach #NSBarcelona
  39. 39. Design has HIGH IMPACT IT’S YOUR FIRST IMPRESSION!
  40. 40. App Description
  41. 41. Remember #1 We are lazy… We only read the first 2 or 3 lines of the description #2 In Android apps: Include keywords! @vestorach #NSBarcelona
  42. 42. App Keywords
  43. 43. What tools can we use?
  44. 44. - Similar to the old Google Keyword Tool - Not 100% perfect - Free - Very easy to use http://www.straply.com/
  45. 45. - Suggest competitors keywords - Suggest some top keywords for your app - Relevant information (from the App Store) http://www.appcodes.com/
  46. 46. - Track your rankings - Compare your progress with your competitors - Identify relevant keyword http://www.mobiledevhq.com/
  47. 47. App Reviews
  48. 48. How can you get them?
  49. 49. #1 Ask your colleagues @vestorach #NSBarcelona
  50. 50. #2 Get your app reviewed Don’t forget in your mail: Popular Review Sites: • App name • Macworld.com • Link to your app • Description • Screenshots • Macrumors.com • Video • Arstechnica.com • Price • Contact information • Promocode @vestorach • Tuaw.com • Engadget.com • Mactech.com #NSBarcelona
  51. 51. #3 Pay for reviews @vestorach #NSBarcelona
  52. 52. To sum up… €= Exposure Conversions NAME KEYWORDS ICON DESCRIPTION SCREENSHOTS REVIEWS @vestorach #NSBarcelona
  53. 53. ASO is like going out…
  54. 54. … If you don’t interact, you won’t get the girl
  55. 55. Let’s interact! Outside the app WEB PAGE SOCIAL MEDIA ADS PR @vestorach #NSBarcelona
  56. 56. Web Page
  57. 57. Why? @vestorach #NSBarcelona
  58. 58. Why? #1 Before downloading the app… web research! #2 Somewhere to contact you #3 Build your Brand @vestorach #NSBarcelona
  59. 59. Use pre-design-mobile-optimized templates @vestorach #NSBarcelona
  60. 60. We are @vestorach SOCIAL #NSBarcelona
  61. 61. @vestorach #NSBarcelona
  62. 62. Social Media
  63. 63. At least… Mentions  Explain new features @vestorach #NSBarcelona
  64. 64. Ads
  65. 65. Do you know?
  66. 66. CPM
  67. 67. CPC
  68. 68. CPI
  69. 69. #1 Mobile Ad Networks
  70. 70. You can use them to… Advertise your Apps Monetize your Apps
  71. 71. ADMOB
  72. 72. REVMOB
  73. 73. CHARTBOOST
  74. 74. Network Platform Known Model AdMob iOS, Android, Windows Phone CPC Supported Ad Format Banner, Smart Banner, Interstitial, Search, Table Characteristics - best integration - low revenue - support is hard to reach. @vestorach #NSBarcelona
  75. 75. Network Platform Known Model Supported Ad Format Chartboost iOS, Android CPC, CPI Interstitial Characteristics - the solution for game developers - optimize your revenue - easy integration - The ads are mostly about downloading another new game @vestorach #NSBarcelona
  76. 76. Network Platform Known Model RevMob iOS, Android CPI Supported Ad Format Banner, Interstitial Characteristics - high revenue - easy integration - SDK that supports game engine @vestorach #NSBarcelona
  77. 77. #2 Incentivized Download
  78. 78. TAPJOY
  79. 79. Network Platform Known Model Tapjoy iOS, Android, Windows Phone CPI Supported Ad Format Banner, Interstitial, Video, Offer Wall Characteristics - they offer the gamers the chance to earn virtual currency by performing real-world action - Over 77 million monthly active users are on Tapjoy - Apple has banned it (access with web) @vestorach #NSBarcelona
  80. 80. #3 Free Cross-Promotion
  81. 81. How? with Other Developers’ Apps with Your Own Apps
  82. 82. PR
  83. 83. Which one? #1 Google it! #2 Where you’d like to be published? #3 Where are your competitors? @vestorach #NSBarcelona
  84. 84. How can you reach them? With a Press Release that should contain:  App name  Video  Link to your app  Price  Description  Contact information  Screenshots @vestorach  Promocode #NSBarcelona
  85. 85. Are they going to publish me? The first time for sure, NOT. You FIRST have to establish a relationship with the blogger or journalist. @vestorach #NSBarcelona
  86. 86. To sum up… €= Exposure KEYWORDS WEB PAGE SOCIAL MEDIA @vestorach NAME Conversions REVIEWS DESCRIPTION PR ICON SCREENSHOTS ADS #NSBarcelona
  87. 87. Ask yourself: “Am I…?” • Telling a story? • Investing in design? • Researching keywords? • Socializing my app? • Building a brand? • Investing in ads? @vestorach #NSBarcelona
  88. 88. But always with a…
  89. 89. Exemple of No Planning
  90. 90. Exemple of Planning #1 #2 #3 #4
  91. 91. You know the secret formula… €= Conversions Communication @vestorach Exposure Design #NSBarcelona
  92. 92. Experiment! #1 Plan #4 Repeat & Improve #2 Test #3 Measure
  93. 93. Keep the conversation on THANK YOU! @vestorach vestorach@e-growing.com
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