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Mobile App Marketing Presentation

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How to get millions of app downloads for free? App Store Optimization, Viral Marketing or Paid Acquisition? This are the slide from the meetup at Startup House. If you have not attended you can reach out to me to get more insights: https://www.linkedin.com/in/christianpuricelli/

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Mobile App Marketing Presentation

  1. 1. How To Get Millions Of App Downloads For Free StartupHouse, San Francisco June 8. 2017
  2. 2. How Apps Can Get Users? App Store (ASO) Other  Search  Discovery $ Paid  Virality  PR, Infuencers
  3. 3. Know Your Business Model ● Ads ● Paid ● Subscriptions ● Ecommerce ● Of App Business ● ...
  4. 4. Know The Stage You Are In
  5. 5. Know The Stage You Are In Downloads/Day 12 Months Max2 Months Max 24 Months Max < 100 100-1'000 1'000-10'000 10K-100K 100K-1M Egg Larva Fly Bird Eagle
  6. 6. Returns you need to focus on 10x- 100x 1x- 10x 20%- 5x 5%- 2x Downloads/Day < 100 100-1'000 1'000-10'000 10K-100K 100K-1M 24 Months Max12 Months Max2 Months Max Egg Larva Fly Bird Eagle
  7. 7. How Apps Can Get Users? App Store (ASO) Other  Search  Discovery $ Paid  Virality  PR, Infuencers
  8. 8. App Store Search ● People searching for you ➔ Include variations of your name in the keywords: “BlitzStory”, “Blitz Story”, “BlizStory” ● People searching for what you do, your competitors, ...
  9. 9. App Store Search: What Matters? It is a black box
  10. 10. App Store Search: What Matters?
  11. 11. App Store Search: What Matters? ● Keyword Ranking ➔ Find the right Keywords ➔ with high trafc (Google Trends,Tune, Sensortower..) ➔ low competition (number and quality of apps ranking for it) ➔ Add Keywords to App Title* or Keywords Other factors: Downloads, Ratings, Conversions, Retention,.. to consider after Stage 2 (larva) Expected return: 1-10x (egg/larva)
  12. 12. App Store Discovery Editorially Featured Rankings
  13. 13. Editorially Featured: What Matters? When Does It Matters? ● Free App with Mass Appeal ● Featured in the US/Worldwide ➔ 50K-100K downloads ● When It Doesn't Matter? ● Niche App ● Featured only in Small Countries
  14. 14. Editorially Featured: How to do it? How to do it? ● Have a great app ● Use latest iOS features ● Optional: Target specifc events ● IOS 11: Http://apstore.com/promote ● Email Apple appstorepromotion@apple.com
  15. 15. Rankings: What Matters? What Matters? ● Top 10 overall ➔ 1-2x organic uplift (50 000 – 500 000 downloads for top 10 US) What Doesn't Matter? ● Top 10 category ranking
  16. 16. Rankings: How to do it? ● Number of downloads in the last 24h ● Number of downloads in the last 7 days ➔ Paid Acquisition ➔ Launch PR ➔ ..
  17. 17. Virality When Does It Matter? ● Virality is intrinsic in your product When It Doesn't Matter? ● Adding a share feature to your non viral app
  18. 18. Infuencer Marketing When Does It Matters? ● Infuencer would use it organically ● Infuencer uses it organically When It Doesn't Matter? ● There is no ft between the infuencer and the app
  19. 19. Case Study: Viral + App Rankings Influencer Seeding Top #2 in App Store Rank Uplift Viral Growth
  20. 20. PR When Does It Matters? ● Building a brand When It Doesn't Matter? ● Getting Downloads
  21. 21. Paid Acquisition When Does It Matter? ● High revenue per user (Paid App, App with IAP, E- commerce,..) ● Getting critical mass for viral distribution ● Getting on Top of Rankings for reaching organic uplift ● You are venture funded and want growth at any cost When It Doesn't Matter? ● Bootstrapping an ad monetized app that you want to be proftable
  22. 22. Validate App Concept Optimize App Keywords Paid Acquisition to get initial users + Optimize App Icon and Title Micro Influencers Validate Virality Optimize Retention + Optimize App Description Influencers Get Featured Optimize Virality Optimize Monetisation + App Rankings Exploit Virality PR Optimize Everything Enjoy Life < 100 100-1'000 1'000-10'000 10K-100K 100K-1M Downloads/Day 12 Months Max2 Months Max 24 Months Max
  23. 23. Give Feedback & Get the slides bit.ly/blitzslides

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