1.
COSMOBILETAN
99 Ways
to Get
Your App
Noticed
@parisafoster

2.
Before...
2008:
IT WAS EASY WHEN THERE WERE ONLY 500 APPS IN THE APP STORE

3.
Now
2012:
IT’S LIKE ONE GIANT FOREST. GOOD LUCK GETTING NOTICED.

4.
Over 1.5 Million Active Apps
Apple 700,000
Android 675,000
BlackBerry 105,000
Windows 100,000
0 175,000 350,000 525,000 700,000
Source: http://148apps.biz/app-store-metrics/, http://www.theverge.com/2012/9/26/3409446/google-play-25-billion-downloads-sale, http://blog.laptopmag.com/rim-debuts-new-blackberry-app-world-105000-
apps-music-movies-and-tv-shows,, http://www.forbes.com/sites/ewanspence/2012/06/05/windows-phone-reaches-the-100000-application-milestone/

5.
Over 1,700 New Apps Daily
900
832
675
665
450
225 300
N/A
0
Apple Android BlackBerry Windows
Source: http://148apps.biz/app-store-metrics/, http://m.mobilenapps.com/articles/3809/20120821/ios-app-store-hit-1-million-year.htm, http://www.forbes.com/sites/ewanspence/2012/06/05/windows-phone-
reaches-the-100000-application-milestone/

6.
How Do Users Discover New Apps?
Image credit: Mads Boedker (Flickr)

7.
How Users Discover New Apps
MAJORITY OF USERS DISCOVER Source: Nielsen, Q3 2011
Android iOS
63% 63%
61% APPS IN THE APP STORE OR
53% THROUGH WORD OF MOUTH
21%
17% 17% 17%
13% 13%
9% 9% 10%
8%
6% 6% 5% 5% 5%
3% 3% 3%
r
tore iend Site edia are V Ad p Ad age age ail Tip the
App
S r Fr
Par
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I n- Ap mep mep Em O
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Fa m
D evic C arri

8.
THERE ARE THREE MAIN
WAYS TO FIND APPS IN 1- SEARCH
THE APP STORES:

9.
2- TOP CHARTS

10.
3- FEATURES

11.
Ranking Algorithm =
+ TOTAL DOWNLOADS
+ TRENDING DOWNLOADS
+ UNINSTALLS
+ ACTIVE USAGE
+ RATINGS & REVIEWS
+ KEYWORDS* (*for search results only)

12.
The Product Life Cycle
WHAT’S DIFFERENT ABOUT MOBILE?
2
NEW CHANNEL: THE
APP STORES
1 FIRST TWO WEEKS
ARE CRITICAL
THE PRODUCT CAN
MARKET ITSELF 3
PRE-LAUNCH LAUNCH POST-LAUNCH

13.
BUILDING AN APP IS ONE THING,
BUT THE REAL CHALLENGE IS TO
Image credit: macsurak (Flickr)
NOT END UP LIKE THIS.

14.
Let’s Go!

15.
#1
Have a Plan!

16.
Product

17.
#2 Build a Great App (DUH.)
Image credit: Dunechaser (Flickr)

18.
#3 Find a
Niche
SPECIALIZE IN A RARE
CATEGORY OR SERVE A
NEGLECTED MARKET
Image credit: bathintherain (Flickr)

19.
#4 Pick a Platform
Centralize Users &
Focus Efforts

20.
#5 Design to Cater
RE-WORK THE DESIGN FOR
EACH SPECIFIC PLATFORM
Image credit: Rhett Stuphin (Flickr)

21.
Design to Cater Unless That’s The Intention...

22.
✓MAXIMIZE ACTIVE USAGE
#6 Keep
App Updated ✓MORE PR & FEATURE OPPS
✓ACTS AS A REMINDER

23.
Write an Intriguing
#7 “What’s New”

24.
#8 Build In
Hooks For
Repeat
Engagement
Image credit: L. Marie (Flickr)

25.
#9 Push
Notifications
or Alerts

26.
#10 Tell a Friend
Include a “Share
This” Feature
Inside the App
Share by Email, SMS,
Twitter, Facebook
Customizable Message
With Device Recognition

27.
#11 Encourage Gifting
Image credit: asenat29 (Flickr)

28.
#12 Build
in Social
Features
LET THE APP DISCOVER
ITSELF AND HELP SPREAD
WORD-OF-MOUTH

29.
#13 Make It Available Worldwide
Image credit: Jaime Olmo (Flickr)

30.
Featured
#14 Incorporate New
Technologies

31.
#15 Prompt
Happy Users
For Reviews
BUT DO IT THE RIGHT WAY!

32.
Pissed Off
Reviews
#16 Let Users Know
How To Get In Touch
With You Directly

33.
Cross-Promote Your
#17 Own Apps

34.
Cross-Promote Your
#17 Own Apps
Cross-Promote With
#18 Other Developers
Join a Free Cross-
#19 Promotion Network

35.
App Store
Optimization

36.
#20 It’s All Awesome
In The SWEET!
NAME Descriptive

37.
App Name Short vs. Very (Very) Longggg Name

38.
#21 Publisher’s Name

39.
#22 Keyword Field
Image credit: Derbeth (Flickr)

40.
✓KEEP IT SIMPLE AND EXCITING
#23 Write a
Solid App ✓AWARDS & SOCIAL PROOF
Description ✓BULLET-POINT MAIN FEATURES

41.
Description
Think Top To Bottom:
Pay Attention To The First Lines

42.
#24 Get An Analytics Provider
Keywords, Rankings, Features, Reviews, Repeat
Usage, Downloads, In-App Purchases, etc.

43.
#25 Don’t Cheat!

44.
ASO
#26 Design
an Epic
App Icon
FIRST IMPRESSIONS MATTER

45.
ASO
#27 Update The Icon
With Each Major New
App Release

46.
#28 Crowdsource Design

47.
✓ BEST FOOT FORWARD
#29
Screenshots ✓ USE THEM ALL
✓ GET CREATIVE

48.
#30 Promotional Artwork
TIO NA L”
N OT “ OP

49.
Promo Graphics
Android: “Featured” vs.
“Promotional” Graphics
FEATURED GRAPHICS PROMOTIONAL GRAPHICS

50.
#31 Nominate App for Feature
Image credit: bigpresh (Flickr)

51.
ASO
#32 Carefully Select
The App’s Category
APPLE RECOMMENDS FIRST CATEGORY FOR LISTING AND SECOND FOR SEARCH

52.
#33 App Size
Size Matters:
Network vs. Wi-Fi
Only Download Image credit: Brett Jordan (Flickr)

53.
Product
Launch

54.
#34 Market Quickly FIRST TWO WEEKS OF AN APP’S
LIFE ARE THE MOST CRITICAL
Image credit: tpower1978 (Flickr)

55.
#35 Market App Before Launch
Image credit: miss pupik (Flickr)

56.
#36 Pre-Launch Splash Page

57.
#37 Rally Beta Testers
Image credit: Kennisland (Flickr)

58.
#38
Send Complete Info

59.
#39 App Discovery Platforms

60.
#40 Launch Near the Weekend
Image credit: dafnecholet (Flickr)

61.
New sjack!
Timing
#41 Coincide Launch
With a Major Event

62.
Use What
You’ve Got

63.
#42 Post-Launch Website

64.
#43 App Merchandise

65.
#44 App Video Trailer
It’s a convincing
way to bring the
app to life.
Keep it Short, Polished
and Visual
Distribute Smartly

66.
Website
#45 Prompt Mobile
Users on Your Website

67.
#46 Smart
App Banners

68.
#47 Customer Touchpoints
Receipts, Envelopes, Menus, Place Mats,
Containers, Cereal Boxes, Packing Tape, ...

69.
#48 Email
SEND TO EXISTING LISTS
AND WEBSITE SIGN-UPS
Tip OPTIMIZE FOR MOBILE &
TARGET BY PLATFORM

70.
#49 Your Email
Signature
Image credit: FutUndBeidl (Flickr)

71.
#50 Change Your Voice
Mail Message Recording
Image credit: salimfadhley (Flickr)

72.
#51 Put Links EVERYWHERE
Homepage,
Header,
Footer,
Social Media,
Blog,...

73.
#52 Submit
to Alternative
App Stores

74.
Mobile App
#53 Directories
Social Bookmarking
#54 Sites
#55 Facebook Page

75.
#56 Twitter
Niche Social
#57 Networking Sites
#58 Online Forums

76.
SlideShare
#59 Presentation
#60 Write a Blog Post
#61 Write a Guest Post

77.
Show Off Your
Reviews
#62 Submit
to App
Review Sites
EXTERNAL LINKS TO APP
PAGE IMPROVE RANKINGS
SOURCE: ORGANIZATION FOR APP TESTING STANDARDS

78.
#63 YouTube App Reviewers

79.
Reviews
#64 Always Encourage
App Reviews Wherever
You Can

80.
#65
Influencer
Strategy
Image credit: Garry Knight (Flickr)

81.
#66 Celebrity Endorsements

82.
#67 Target App Store Employees
Image credit: deege@fermentarium.com

83.
Partners

84.
#68 Secure a Launch Sponsor
= WIN-WIN
Image credit: jurvestson (Flickr)

85.
SOCIAL SDKs
#69
Integration
OPEN APIs
Matters AD PROVIDERS
S
GAME ENGINES
E T C .

86.
Leverage Your
#70 Developers / Agency
Obtain Preferred
#71 Developer Status
Associate Your App
#72 With a Charity

87.
#73 Carrier
Pre-Installs

88.
Advertising

89.
#74 Mobile
Ad Networks

90.
#75 Social Ad Units
FACEBOOK MOBILE ADS PROMOTED TWEETS

91.
#76 SEM Went Mobile
CLICK-TO-DOWNLOAD AD MOBILE APP AD EXTENSION
DOWNLOADS ENGAGEMENT

92.
#77 Print
Advertising
NEWSPAPERS, FLYERS,
MAGAZINES, BROCHURES,
POSTCARDS, ETC.

93.
#78 Outdoor Advertising

94.
#79
QR
C DES
NOT JUST FOR DOWNLOADING: SHARING AND REVIEWING APP

95.
QR Codes Be Creative. Think About Where
Your Customers Want Your App.
BEER
Image credit: rethinkcanada.com

96.
#80 SMS Shortcode Campaign
TEXT
(KEYWORD)
TO
(SHORTCODE)

97.
#81
** StarStar
** X F
Custom Mobile
Marketing Numbers
That Deliver Mobile
Direct Response
XFACTOR APP DOWNLOAD

98.
#82 TV Commercial
Make a TV Show
#83

99.
#82 TV Commercial
#83 Make a TV Show
#84 Product Placement

100.
Pricing

101.
#85 Offer a Test Drive
Image credit: chaparral (Flickr)

102.
#86 Cut
The Price
THE MAJORITY OF TOP
APPS HAVE CUT PRICES
AT LEAST ONCE
Image credit: Craig Murphy (Flickr)

103.
#87 Have a App Day
(OR A FEW)
Buzz = $

104.
Public
Relations

105.
#88 Press Release
#89 Media Outreach
#90 Blogger Outreach
Image credit: NS Newsflash (Flickr)

106.
#91 Give Promo Codes
Image credit: Gerard Girbes (Flickr)

107.
#92 Enter
Contests
Image credit: Short and Longs / The Both And (Flickr)

108.
#93 Have a Contest / Giveaway
BEER
ING DIRECT VIRAL VIDEO CONTEST
ING DIRECT PHOTO CONTEST

109.
#94 Live Demo
Image credit: christophercarfi (Flickr)

110.
#95 Conference or Trade Show
Image credit: aforonda (Flickr)

111.
#96 Hire a Street Team
Image credit: ShopWise (Facebook)

112.
#97 Sponsor a Real World Event
Image credi: familym (Flickr)

113.
#98 Host a
Mobile App
Launch Party

114.
#99 Be Lucky
Image credit: cygnus921 (Flickr)

115.
DON’T FREAK OUT!
IT’S JUST MARKETING.
Image credit: storyvillegirl (Flickr)

116.
The Bottom Line
2
1
OPTIMIZE FOR THE
APP STORES
MAKE A GREAT APP CONCENTRATE
THAT MARKETS MARKETING AT THE
ITSELF VERY BEGINNING
3
PRE-LAUNCH LAUNCH POST-LAUNCH

117.
It’s Over!
LEARN MORE.
FIND OUT ABOUT THE BOOK.
www.parisafoster.com/book
@parisafoster