Windows 8.1 App Marketing 101 1
App Marketing 101
For Windows 8.1 and Windows Phone
Everything you need to market and sell...
Windows 8.1 App Marketing 101 2
04 	 Get to Know Your Audience
06 	 Plan & Build Your App
09 	 Quality & Certification
		
...
Windows 8.1 App Marketing 101 3
Get to Know
Your Target Audience
Windows 8.1 App Marketing 101 4
Focus on Their Needs
Put together some focus groups of family 	
and friends who you think ...
Windows 8.1 App Marketing 101 5
Questions to Ask
Here’s a list of some questions you should ask when
establishing what dri...
Windows 8.1 App Marketing 101 6
Plan & Build Your App
Windows 8.1 App Marketing 101 7
A Reason for Being
Make sure your app serves a purpose. Here are
some of the reasons why s...
Windows 8.1 App Marketing 101 8
Plan Now = Payout Later
Planning ahead for different form factors, 	
accessibility, moneti...
Windows 8.1 App Marketing 101 9
Quality & Certification
Windows 8.1 App Marketing 101 10
Use Common Sense
The certification process really revolves around
ensuring you have used ...
Windows 8.1 App Marketing 101 11
Validate and Test, Test, Test!
TTo give your app the best chance of being certified, vali...
Windows 8.1 App Marketing 101 12
App Store Optimization
Windows 8.1 App Marketing 101 13
It’s All In The Name
The single biggest driver for discoverability and
downloads of an ap...
Windows 8.1 App Marketing 101 14
Description and Screenshots
Your app profile page can make or break 	your
app, and users ...
Windows 8.1 App Marketing 101 15
Rewards for Ratings
A simple way to generate ratings and reviews is 	
to incentivize user...
Windows 8.1 App Marketing 101 16
Promoting Your Published App
Windows 8.1 App Marketing 101 17
Share! Share! Share!
One tweet is not enough. Repeat the message 	
on all your social cha...
Windows 8.1 App Marketing 101 18
Here, Take My Card
Business cards are a tried and true way to promote
your business (or a...
Windows 8.1 App Marketing 101 19
Fly Your Banner
Placing a few well-made banner ads on sites 	
frequented by your target a...
Windows 8.1 App Marketing 101 20
Design for a Global Market
Windows 8.1 App Marketing 101 21
Go Global
Don’t just think of your own language and culture.
Be sure to globalize your ap...
Windows 8.1 App Marketing 101 22
The App Marketing 101 Checklist
Windows 8.1 App Marketing 101 23
Get to Know Your Target Audience
□ Did you collect information on your target, 	
audience...
Windows 8.1 App Marketing 101 24
Promoting Your Published App
□ Read the second e-book in this App 		
Marketing Kit: “How ...
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E book Mobile App Marketing_101

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A 101 Guide to Marketing your mobile App

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E book Mobile App Marketing_101

  1. 1. Windows 8.1 App Marketing 101 1 App Marketing 101 For Windows 8.1 and Windows Phone Everything you need to market and sell your app.
  2. 2. Windows 8.1 App Marketing 101 2 04 Get to Know Your Audience 06 Plan & Build Your App 09 Quality & Certification 12 App Store Optimization 16 Promoting Your Published App 20 Design for a Global Market 22 The App Marketing 101 Checklist In the following pages you’ll find easy tips and tricks for turning your app into a polished, ready-to-publish masterpiece. We know marketing isn’t your favorite thing to do—so use this checklist to ensure your app will soar to the top of search results and make you the money you so very well deserve. Welcome to App Marketing 101! Table of Contents:
  3. 3. Windows 8.1 App Marketing 101 3 Get to Know Your Target Audience
  4. 4. Windows 8.1 App Marketing 101 4 Focus on Their Needs Put together some focus groups of family and friends who you think fall into your target audience and ask them about their motivations and needs when it comes to apps (also see the list of questions at the end of this section). If getting a group together is too much work, you can just send out questionnaires. Give a Sneak Peek Create a private beta version of your app and give it to friends and members of the app community who you respect. The feedback won’t all be rosy, and that’s a good thing. Don’t ignore constructive criticism—take it to heart and use it to edit and improve your app. Make Sure They’re on Windows! Make sure your target audience uses Windows 8.1 and/or a Windows Phone. If they don’t, find people who do and then focus on their specific app needs. Also make sure the people you’re talking to use apps in general. Learn From the Competition Research your competitors’ target audiences. Their current customers will likely be similar to the people you are trying to reach. And be sure to keep an eye out for any niche markets within these segments that your app might be better suited for. Strategically determining who your target audience is and what their needs are should be the first things you do before you ever begin to plan or build your app. Understanding your audience is about so much more than just marketing—it directly impacts everything from design and messaging, to overall product development. Already built your app? Don’t panic, but do still study up on your target audience and see if there are any valuable lessons you can use to tweak your app and make it even better. Get to Know Your Target Audience //
  5. 5. Windows 8.1 App Marketing 101 5 Questions to Ask Here’s a list of some questions you should ask when establishing what drives your target audience to click the download button: ■ Are they male/female? ■ How old are they? ■ Where do they live? ■ What is their marital and family status? ■ What is their ethnic background? ■ What do they do? ■ What is their income level? ■ Where are they when they use apps in general? ■ Do they love a competitive app? Why? ■ Why are they interested in the topic? ■ What are their biggest fears? ■ What are their biggest hopes? ■ What are their interests and hobbies? ■ What Internet tools do they use most every day? ■ What Internet tools do they not use ever? ■ What drives them to make decisions? ■ Are there enough people in your target to be profitable? ■ Can your audience afford your product/service? ■ Do you need to break your target up into niches? ■ Can you reach them with your message? Are they accessible?check out these App appearance tips. Get to Know Your Target Audience //
  6. 6. Windows 8.1 App Marketing 101 6 Plan & Build Your App
  7. 7. Windows 8.1 App Marketing 101 7 A Reason for Being Make sure your app serves a purpose. Here are some of the reasons why someone would use your app: Makes something easier—buying shoes, watching a movie, finding a house you want to buy, etc. Valuable information—sports scores, stock prices, subway schedules, lake conditions for fishing, etc. Fun and entertaining—games, Location Based services, Augmented Reality, etc. Saves money or saves time—like Couponing Apps. The All-Important First Impression Just like meeting your significant other’s parents, apps need to strike a positive chord, immediately! If a user’s initial experience is positive, they’re more likely to want to add the app to the family. Nothing Beats an Original The market is flooded with copycats, so be bold and create something new. First assess what is missing on the app market, and then turn your idea into a reality. If nothing else, find a twist that makes your app special, different, original. Don’t Hold Hostages Consider making ads optional for users. And always immediately remove a user from your mailing list if they request you to do so. It’s sad to see them go, but it’s better than letting your image take a hit by frustrating users. Make a Money-Making Plan Praise and pats on the back are great, but you want to get paid for all your hard work. Whether you plan on creating a free, add-supported app, or an app with an upfront fee, you’ll want to create a plan for monetization. Read more about creating such a plan for Windows 8.1 here, or for Windows Phone here. Before you get too far building your app, be sure to spend some time thinking about why you’re creating it, and for whom you are creating it. Here are some tips to get you, and your app, off to a successful start. Plan & Build Your App //
  8. 8. Windows 8.1 App Marketing 101 8 Plan Now = Payout Later Planning ahead for different form factors, accessibility, monetization, and selling in the global market can reduce your development time and make it easier to create a high quality app, get it certified, and watch those download numbers soar. User Experience & Design Use the Windows Store user experience guidelines and design patterns. It makes it easier for you to design an app that’s attractive and easy to use. Consult the UX checklist. And if you’re creating an app for Windows Phone, be sure to consult our Windows Phone design principles. Compatibility is Clutch Try to make your app compatible with a variety of devices, including feature phones. The more devices your app works on, the more potential customers you’ll have! Become an Expert The best way to create an app that people will genuinely find useful is to be a subject matter expert in whatever category your app falls under. This means following hashtags relevant to your category, reading what other experts have to say, and persistently monitoring the competitive landscape so you know what the competition is up to. And if you’re developing an app for Windows Phone, be sure to connect with popular sites like WMPowerUser and WPCentral. Have a Dime? Save Some Time! Though this e-book is already arming you with all the tools you need to market your app on your own, if you happen to have the budget for it, you can always pay a professional App Marketing Agency to take the reins for you. A quick internet search can help you find local shops. And here’s a list of the top 10 App Marketing Agencies in the world.   Plan & Build Your App //
  9. 9. Windows 8.1 App Marketing 101 9 Quality & Certification
  10. 10. Windows 8.1 App Marketing 101 10 Use Common Sense The certification process really revolves around ensuring you have used a practical, common sense approach to creating your app. Following these larger principles will usually ensure a successful certification result: • Clear purpose and identity • Predictable and reliable behavior • Respect for user trust and security • Responsible monetization methods • Considerations for accessibility • Considerations for global markets Safe and Secure Always offer your users a secure online environment. Take special care to protect their passwords and other sensitive information. Nothing can sink your app (or your reputation) faster than a security breach that jeopardizes your users’ personal information. Do Your Homework When you submit your app it doesn’t just get published. First it must go through several testing processes to evaluate its quality before it can be certified. You can help your app by designing it to meet specific user experience and app stability requirements. All Windows Store and Windows Phone apps must meet the certification requirements before they can be published! Luckily, you can read the Windows Store certification requirements here, and the Windows Phone certification requirements here. Stay Current, Stay Relevant Be sure to periodically update your app—especially after receiving valid user feedback and reviews. And never let your app go down. Staying accessible to the user at all times is key to your success. Before you can kick back and watch your app achieve new levels of app fame and glory, your app first must go through the Windows Store certification requirements process. While it may seem daunting, it’s really easier than it sounds, and we’ve even created some guidelines and tools to help you through this important stage. Quality & Certification //
  11. 11. Windows 8.1 App Marketing 101 11 Validate and Test, Test, Test! TTo give your app the best chance of being certified, validate and test it on your computer before you submit it for certification and listing in the Windows Store. To make this process easier for you, we’ve created the Windows App Certification Kit. After you test your app with the Windows App Certification Kit, you will get a detailed report on the following categories: Test Behavior Required App failures The app must not crash or hang. App failures, such as crashes and hangs, disrupt and frustrate customers. Eliminating such failures improves app stability and reliability, and overall, provides customers with a better experience. App manifest The app manifest must contain all the required attributes. Windows security features The app must use Windows security features. Supported platform APIs The app must use only APIs from the Windows Software Development Kit (SDK) for Windows 8. Startup performance The app should have a fast and responsive startup experience while consuming a reasonable amount of system resourc- es (CPU, file IO, memory, and so on) to enable fast switching and multitasking between previously unopened apps. Suspend performance The app should have a fast and responsive ‘Suspend’ experience while consuming a reasonable amount of system re- sources (CPU, File IO, Memory, and so on) and release resources efficiently. App resource validation The app manifest must have valid resources defined in the resources.pri file, as explained in the App package manifest schema. Net check The app must use .NET 4.5 or later. Quality & Certification //
  12. 12. Windows 8.1 App Marketing 101 12 App Store Optimization
  13. 13. Windows 8.1 App Marketing 101 13 It’s All In The Name The single biggest driver for discoverability and downloads of an app is an attention-catching name. Try to get relevant keywords into this field. Sometimes this may not be practical, or it may look too awkward from a user perspective, so use your judgment. We can’t overemphasize the importance of choosing the app title wisely. This is the identity of an app and if done right can help the app stand out from the crowd. For tips on picking a good name, as well as length requirements, see What to name your app. Keywords are Key Always use an effective keyword list when you sub- mit your app. Keywords determine which searches bring up your app, so be sure to do your homework on which words will work the best. Start by research- ing competitor’s keywords. Don’t use the same words you used in your title, and don’t use phrases or multi-word keywords. Work that Icon Like a shiny fishing lure, an attractive app icon plays a huge role in attracting clicks. So make sure your icon stands out. It may not have any direct effect on your search ranking, but along with your app’s title, the icon is the first element a user will see. Keep it simple and consistent with the app design, and don’t use words (especially the app’s name) in the icon. Just remember, putting some effort into creat- ing a professional and eye-catching image can yield vast rewards (and downloads). For tips on graphics, check Choosing your app images. Correctly Categorize Listing your app in the right category and subcat- egory is vastly important for helping users to find and understand your app. Take care to choose the category that best describes your app. Then choose a subcategory, if there are any for your category. An app can only be listed in one category (and one subcategory, if available). Review our Overview of categories. Congrats! Your app is written…now what? Use these handy app store optimization tips and tricks to get your app ready for the Windows Store or Windows Phone Store and ensure that as many people as possible see it. App Store Optimization //
  14. 14. Windows 8.1 App Marketing 101 14 Description and Screenshots Your app profile page can make or break your app, and users generally don’t spend much time browsing these pages. So capture their attention (and downloads) with a well-written description and customized screenshots. The first few lines of your description should generate curiosity and build enough interest to encourage users to read more. And never simply upload random screenshots from your app. Rather, take care to choose screenshots that show how the app works and convey the value and benefits of the app to the users. Not sure you can write a compelling description for your app? Fear not! Just use our App Descriptorizer tool. In six easy steps, it will help you create an app description that will turn heads and drive downloads. Take a Peek at Your Future App Each app has its own listing page in the Windows Store using info that you provide when you submit an app. Search engines such as Bing and Google will point users to this page. To make sure it looks good, check out these App appearance tips. Choose Your Markets With customers in over 200 countries and regions around the world, the Windows Store has a lot of reach. You have the option to choose the markets you’d like to offer your app in, but choose wisely with these tips, as different markets have different rules and regulations for apps. Spread the Word Word-of-mouth and user reviews are critical for showing up in searches, while positive reviews increase the likelihood of downloads—both organic and inorganic. Apps designed to encourage or simplify user review submissions are likely to see more success when it comes to leveraging user reviews for driving downloads. Highly rated apps will also pop up first when a user sorts their search results by ‘Sort by highest rating’. Get Some Lovin’ Having your users spread the word is the most powerful tool you have at hand. Luckily, you have the ability to track metrics on who is using your app and at what frequency, so you can target users who are likely to give your app a positive review. For example, after the 5th startup of the app, ask the user to quickly review it. You can find ready made code to use in your Windows 8.1 app right here and Windows Phone over here. Here are a few tips when asking for a review: • Disrupt the user as little as possible. • Thank them for using your app. • Make rating the app as easy as possible. • Prompt at every update until they review. • After the user has reviewed, thank them and suggest they share their enthusiasm on their social networks. As part of the App Marketing Kit, we’ve created some premade, “rate my app” banner templates for you to use. Access them here. App Store Optimization //
  15. 15. Windows 8.1 App Marketing 101 15 Rewards for Ratings A simple way to generate ratings and reviews is to incentivize users. In other words, reward users for rating your app. Think about offering points, currency, new levels, or new pieces of content that are ‘unlocked’ when the user rates your app. Praise Publicly, Criticize Privately Keep negative feedback out of the Windows Store, while addressing the needs of disgruntled customers. Think about integrating two rating options in your app: “Send Feedback,” and “Send Love.” “Send Feedback” opens up a screen, which looks and feels like a review, but sends an email directly to the developer. “Send Love” takes users to the app store where they can express their love for your app in a review. Condone Constructive Criticism Don’t ignore or reject negative reviews. Take user feedback very seriously and act on it by making periodic updates to improve your chances of sustaining top ranks in the Windows Store! App Store Optimization //
  16. 16. Windows 8.1 App Marketing 101 16 Promoting Your Published App
  17. 17. Windows 8.1 App Marketing 101 17 Share! Share! Share! One tweet is not enough. Repeat the message on all your social channels, then repeat it again. For Twitter, make sure you use #WP8 for phone apps and #win8 for Windows 8.1 apps. Consider designing your app so that people can interact socially within it. If users are able to use your app to reach out to their contacts, you will instantly get a ton of natural, built-in referrals. For even more information, refer to our Social Media e-book: How to Market Your App with Social Media. Link It Up Help customers discover your app by linking to your app’s listing page in the Windows Store and on the web. Use it as an email signature, tweet it, even consider creating a Facebook page. Learn more about linking to and from your app. And be sure to use the approved Windows Store and Windows Phone Store badges when creating links. Use Our Logos Use our logos to promote your app and gain instant credibility. You can easily access and download our logos here in the App Marketing Kit. Take Advantage of Free Tools Use tools like AdDuplex, a cross-promotion network specifically targeted at Windows 8.1 and Windows Phone apps and games. It empowers developers to promote apps for free by serving ads for other apps on your app, and serving ads for your app on other developers’ apps. Power of the Press Doing your own PR can seem daunting, but actually it’s not too hard. Start by using our press release template to create a compelling announcement. Then send it to numerous media outlets, bloggers, writers, and review sites (shoot for ones with readership of at least 5k). In addition, try using online services like PRWeb and Marketwired. Congratulations, your app is in the Windows Store; now it’s time to get it downloaded. Aside from making your app the best it can be, here are a few more things you can do to make it easy for others to showcase your app and help it get more attention. Promoting Your Published App //
  18. 18. Windows 8.1 App Marketing 101 18 Here, Take My Card Business cards are a tried and true way to promote your business (or app). We’ve gone ahead and created an app developer business card template for you to use. Just drop your name and app information in, and start handing them out to anyone and everyone. Join the (3rd) Party! Posting your app on 3rd party sites will not only get your product out there, but will also boost your findability on search engines. Use 3rd party sites such as: CNET.com Softpedia.com Appsmarts.com Downloadplex.com Greatwindowsapps.com Win8review.com Appslooker.com TopAppReviewSites Join the Reddit community and post your app in subreddits like Windows Phone, WPDev, and Windows 8 Apps. Charm Them Always include charms or links that easily let users share your app with their social networks. And make sure your app name and description appear in the share text. Build Your App a Website Create a simple two to three page website (or blog or video podcast series) that tells the world about your app and provides multiple direct links to download it from the Windows Store. Make sure you use colorful, interesting screenshots from the app and attention-grabbing headlines and body copy. Collect Customers with a Teaser Build a teaser into your app website and invite people to share their email address to stay updated on when your app launches. It’s a clever way to build a database of people interested in your app, who you can keep informed about the launch of your app, and future apps you’ll be creating down the road. Don’t Reinvent the Wheel Already have a website or blog, or have a previously created app? Be sure to use these mediums to promote your new app and build upon your past successes. Even if the products aren’t related, it still can’t hurt to let your friends, family, and fans know you have a new product out and available for download. Sound the Trumpets! Your new app deserves a big splashy announcement to go alongside your website, blog and Facebook page—and we’ve created several email announcement templates for you to use! Just drop some beautiful screenshots and well-written words into them and send away to your friends, family, and adoring fans. Access the email templates here. Promoting Your Published App //
  19. 19. Windows 8.1 App Marketing 101 19 Fly Your Banner Placing a few well-made banner ads on sites frequented by your target audience is a great way to increase your downloads. And the good news is we’ve done the hard work for you and created multiple premade banner ad templates. All you have to do is drop in some screenshots and copy from your app and you’ll be ready to go. Check out the banner ad templates here. Plug for Promotions Using the same guidelines as when you ask users to rate your app, you can also ask users to share it with friends. For example, after the 2nd start of the app, ask your users: “Do you like this app? Why not share it with friends?” Social app marketing—engagement based on social elements, like users inviting friends to use a mobile app via a Facebook page—is the number one tactic for getting more downloads. Pay to Play with the Big Dog If you have the budget, consider using Sponsored App promotion on Facebook. Not only can you target very specific audiences, but your ads will also embed into newsfeeds and show future users which of their friends are already using your app—giving them added incentive to download it. An Oldie But a Goodie You can always opt for some more traditional advertising options. Billboards, posters, stickers (with a QR code or other link to your app), radio, and newspaper ads have been around for a while because they work. And if you really have some extra budget, there’s always TV advertising as well. And just for good measure, here are a few more app promotion tips. Promoting Your Published App //
  20. 20. Windows 8.1 App Marketing 101 20 Design for a Global Market
  21. 21. Windows 8.1 App Marketing 101 21 Go Global Don’t just think of your own language and culture. Be sure to globalize your app for wider audienc- es or markets and localize your app for a specific audience or market. Check out our guidelines and checklist for globalizing your app guidelines and checklist for globalizing your app. Be Inclusive Make sure your app can be used by everyone. Follow these tips to ensure as many people as possible can use your app: ■ Do not use technical jargon, abbreviations, or acronyms. ■ Avoid culture-specific text or images. ■ Display numeric values, names, and addresses appropriately for global markets. Here are a few more tips on Designing for a global market. Windows is used worldwide, in a variety of different markets and by customers who vary in culture, geographical region, or language. Follow these guidelines when designing your app, and get it into as many hands as possible across the world. Design for a Golbal Market //
  22. 22. Windows 8.1 App Marketing 101 22 The App Marketing 101 Checklist
  23. 23. Windows 8.1 App Marketing 101 23 Get to Know Your Target Audience □ Did you collect information on your target, audience through a focus group, questionnaire or free beta version? □ Did you ensure your target audience uses Windows? □ Did you research competitors’ target audiences? Plan and Build Your App □ Does your app serve a clear and useful purpose? □ Is your app original? □ Have you created a plan for monetizing your app? □ Have you reviewed the UX checklist and/or design principle documents? □ Is your app compatible with a variety of popular devices? Quality & Certification □ Make sure your app adheres to each of the following principles: □ Clear purpose and identity □ Predictable and reliable behavior □ Respect for user trust and security □ Responsible monetization methods □ Considerations for accessibility □ Considerations for global markets □ Have you read the Windows Store or Windows Phone Store certification requirements? □ Have you tested your app using the Windows App Certification Kit? □ Does your app offer a safe and secure environment. The App Merketing 101 Checklist //
  24. 24. Windows 8.1 App Marketing 101 24 Promoting Your Published App □ Read the second e-book in this App Marketing Kit: “How to Market Your App with Social Media” □ Are you using the Windows Store and Windows Phone Store logos provide in the App Marketing Kit? □ Are you taking advantage of the free tools and 3rd party sites for promoting your app? □ Have you created a website, Facebook page, or blog for your app? □ Have you begun to build a database of tusers who you can message about updates, and to help you spread the word? □ Did you use the approved logo assets provided in the App Marketing Kit? □ Have you created any promotions for getting users to rate and/or share your app? App Store Optimization □ Does your app have a memorable name and a catchy icon? □ Have you researched and created a keyword list? □ Did you write a compelling app description and pair it with screenshots that highlight the value and benefits of your app? □ Did you use the App Descriptorizer tool? □ Have you carefully chosen the correct category (and subcategory) for your app to be listed under? □ Did you choose which global markets your app will be listed in? □ Do you have a plan in place for asking users for reviews (including ways to incentivize them)? □ Did you use the premade, “rate my app” banner ad template included in the App Marketing Kit? Design for a Global Market □ Have you read the guidelines and checklist for globalizing your app? □ Do you know how you’re going to globalize your app for wider audiences? □ Do you know how you’re going to localize your app for specific markets? □ Were you careful to not use words or symbols that do not make sense in all global markets (is your app inclusive)? The App Merketing 101 Checklist //

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