Mobile Application Marketing Author: Mike Lee @mikeleeorg me.mikelee.org
Channels• In-Store Marketing • App Marketplace SEO • App Marketplace Editorial• Off-Store Marketing • Viral Marketing • Web Marketing
App Marketplace SEOThe art of increasing the ranking of your app inthe search results of an app marketplace.
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)
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)
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)
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)
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
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
App Marketplace EditorialThe art of getting your app featured in an appmarketplace by editors (actual people).
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)
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)
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
Viral MarketingThe art of encouraging people to talk about,recommend and share your app.
Viral Marketing• Build features that encourage raves • Conduct user research (e.g. ethnographic research) • Solve annoying problems for users satisfactorily
Viral Marketing• Build features that encourage sharing • Make sure sharing is easy, effortless and instantaneous to do • Incorporate viral loops (link)
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
Web MarketingThe art of promoting your app on the web.
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)
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
Thanks! Author: Mike Lee@mikeleeorgme.mikelee.org