Top 10 Tips for Marketing Your App
New and updated for 2013, the latest latest version of appromoter's popular guide is packed with useful insight. From how to make a great first impression on the app stores through to understanding mobile advertising and making the most of social media, 'Top 10 Tips for Marketing Your App' is an indespensible guide for anyone who's looking for expert advice on how to launch their app and get it noticed.
Top 10 Tips for marketing your app
New and Updated for 2013
New & Updated for 2013
As ever, you can keep up to date with the latest app marketing trends over at the appromoter blog and we’ll be introducing a new series of webinars and other resources to help you with your app marketing efforts in the coming months. We hope that you enjoy this new guide. We welcome any feedback that you have.
The appromoter team
We’re pleased to say that the first version of this guide was a massive success. We’ve received great feedback from everyone who has read it, but since the first version a lot of things have changed in the world of app marketing. We thought that it was high time to overhaul the guide and re-write it for 2013.
There’s brand new insight into emerging areas such as ASO (app store optimisation) as well as cross promotion and the rise of social media. At the back of the guide you’ll also find the ultimate app marketing resource - a veritable treasure trove of links for amateur app marketers.
At appromoter one of our favourite phrases is “hope is not a strategy”. But hope is all that many app developers have when they send their shiny new creations out into the world. They hope that their app will make the top 25, hope that people will like it and hope that their app will actually make some money.
In this brave new era of self-published games and apps, success stories such as Doodle Jump and Tiny Wings paint a romantic picture of small bedroom coders finding untold riches armed with a simple idea and some app stores (we say app stores and not THE App Store as the world is getting mighty big).
Unfortunately, in the increasingly sophisticated world of app marketing, hope no longer constitutes a strategy when you’re up against hundreds of thousands of other apps.. We’re not trying to scare you - that wouldn’t be good for any of us - but the reality is that there’s ahuge amount of competition out there, and it’s only getting bigger.
The explosion in smartphones and tablets means that the rate at which apps are appearing on Apple’s App Store and Google Play is incredible. In 2013, Apple’s App Store alone is projected to hit over 1 million apps. Things are by no means stopping there though. Now we’re seeing more and more companies launching their own app stores.
Whether it’s a phone manufacturer like Samsung which is embedding its App Store on millions of devices, an Operating System
developer like Microsoft or Amazon, then we can be sure that more and more choice will become available to the consumer. With this comes the ever-growing challenge that faces anyone who launches an app.
The good news is that there’s lots of money to be made from apps and there is a lot that you can do as a developer. Like anything, it takes concerted effort and planning to ensure maximum return on investment. However, at appromoter, we realise that thousands of app developers simply don’t have the time, knowledge, skills or experience to successfully market their apps. To help you get some understanding of what needs to be done, we’ve written this guide hoping it will point you in the right direction, listing lots of free and low-cost resources that anyone can use to promote their app.
Tip 1 - Quality, quality and more quality
This may sound incredibly obvious, but humour us for a minute. The Apple App Store and Google Play are packed full of apps that are quite frankly…not very good. Everyone seems to want to make an app, but few offer real quality, value and long-term enjoyment.
Stats from app analytics firm Flurry clearly demonstrate the challenge of customer retention. The chart above shows the percentage of customers that continue using an app, since their first use, over 12 months. At the far left, marked as month “0,” 100% of a customer cohort begins using an app. After three months, 24% of them continue using. After 6 months, this percentage shrinks to 14%, and, by 12 months, only 4% are left. For this analysis, Flurry compiled data from 25 apps downloaded a cumulative 550 million times. Do you want your app to be deleted immediately too?
Benchmarking your app’s quality isn’t hard to do, and is essential to help understand whether what you’ve made really is better than the competition.
If your app is a quality one, then reviewers will actually be interested. Reviewers see hundreds of new apps of varying quality a week, so for every 100 apps they review, it’s likely that one or two are actually worth the customers money. Reviewers are always looking for that diamond in the rough, and you should only approach them if you absolutely and genuinely
believe that yours has something different to add to the mix. So, before you release your app into the big wide world, spend some time looking at the category you’re going to be putting it into, take some time to play around with other apps and look around at what the users and the review sites are saying. It’s an age-old cliché but knowledge really is power, so if you’re able to clearly express to customers and reviewers alike why your app is genuinely different and why it’s worth some of their hard earned cash then you’re doing well. Oh, and testing your app on friends and family never hurts either.
"Reviewers see hundreds of new apps of varying quality a week, so for every 100 apps they review, it's likely that one or two are actually worth the customers money."
Who is this app for?
Is my app any good? Is it going to create a great buzz?
Why is my app better than the competition?
What does my app do?
What is the market opportunity?
How is my app unique?
How will I position my app?
What is my testing and users feedback plan?
What is my launch strategy?
What is my marketing budget?
What app stores will I launch on?
What is my post-launch plan (updates, new platforms etc)
What is my business model? (ad-funded? freemium? premium? paymium?)
Before you spend any time on coding, you really need to have a strategy in place that answers some fundamental questions such as:
understand the app store funnel
t won’t shock you to know that we’ve launched a lot of apps here at appromoter. The key way to get a developer to understand the basic approach to app marketing is to visualise the average journey that the customer will undertake when looking through an app store. The approach is pretty simple, you’ve got a customer entering the store at the top of the funnel. You’ve then got a series of decisions that they are going to make between pressing the App Store/Google Play button on their home screen and pressing the ‘install’ button that will then make them download or purchase your app and begin using it. Once you understand this decision making process, then it is simply a case of understanding what conditions them to move through that particular gateway and then optimising everything that is at your disposal to get them through.
Ensure that you have used a proper keywords tool for the App Store. For Google Play, it is not so easy, but the title should carry a keyword and the main copy should be rich in terms you want associated with your app.
Name and Icon
The name and icon can literally make or break your app. Your app title and especially your icon (plus the amount of stars your app has) will ultimately govern whether a user even clicks through and decides to take it for a spin. Once again, you’ll never know how many times your app may have appeared in search, nor what your conversion rate is – meaning how many people see it and actually click to look at more info. But you can affect this conversion rate by having an amazing icon and good reviews. Even if they click through to your app, you then need to have great copy to entice them and good reviews to push them into the final decision.
Good Customer Reviews
This all ties in the ultimate inescapable truth – quality. We’ve spoken at length in the past about the essential need for qualitybut what good apps do is generate good organic reviews and this means lots of stars. A great name and icon, coupled with great reviews will push someone onto the next page – your actual app landing page.
App Store copy & Screenshots
Once the customer is on your page then you only have a short space in which to win them over. This includes snappy copy for your app’s description as well as crafting great screenshots to capture the essence of your app. Of course, by securing press coverage and good reviews, you can then put good media comments and scores at the top of your app description to show customers the great things that app review sites have said about it.
We haven’t included price in the funnel but it is worth mentioning here. We can’t tell you one way or another whether your app should be free of freemium or whether there should be a free version of a premium app. This is dependent upon where you are and what category your app is in.
The app store funnel hopefully helps you better understand the basic process that a customer goes through before they make a decision. There are other factors such as price, word of mouth, brand recognition and other factors at play, but the key fact is that the challenges go far beyond discoverability.Effective keywords may bring people to the top of your funnel, but you need to get them all the way down to the bottom, which is ultimately going to result in a download/purchase.
first impressions count
We hope we’re not insulting anyone here when saying that developers are not always the best people to write marketing copy. In fact, good copy is hard for a lot of people to write. Good copy can capture a customer’s imagination in seconds and hold it there long enough to download your app. You don’t need Shakespeare, but getting a professional to write your marketing copy can make a world of difference.
Effective copy doesn’t just stop there though: you also need to consider where and how people will read it. The vast majority of browsing for apps is done on mobile devices, meaning far less space than you would get on a PC/tablet screen. Copy tends to wrap a lot sooner to the next line on a mobile screen and you may get less space above the fold (which is the text that you naturally see on the screen before you have to start scrolling down). As a rule, it’s best to keep the most important info at the beginning so people will have seen it with minimum effort. Consider Apple’s App Store, where you only get a couple of lines of text on the web and then ‘more’ to click on. Have you packed the biggest punch possible into your copy before persuading someone that it will likely pay off if they click on ‘more’?
Don’t forget that your app description is a living thing. As you get more positive reviews, more comments and add more features, you’ll want to anchor a lot of these at the beginning of the description for added impact. The app description is a sales tool for you to persuade someone to try your app, so if you can let them know that you’ve got a great review or have just added some new features then it can make all the difference.
On a final note, you should also have your app store copy translated into from English French, Italian, German, Spanish and Portuguese (preferably Brazilian). We would even go so far as to say that it is pretty much expected these days to have all your in-app text localised as well as your app store text and keywords. Why? Because being in a local language increases your chance of sales and the editorial team at the app stores considering your app. There is just no way the team at Apple in France will bother with your app if it is not in French - fact!
In addition to great copy, a customer will often make a snap purchase decision based on how good your app looks and this decision can even be made from something as simple as having a great looking icon and impactful screenshots.
We’re going to assume that you’ve already made an app that looks great: however, it never ceases to amaze us how many developers simply don’t do their apps justice when it comes to selecting screenshots. All screenshots should show your app off in the best possible light, as well as show a good breadth of content. If it’s a game, make sure that you’ve captured screenshots from the entire game and not just the first ten minutes. If there are 100 levels then spread out what you’re showing. No need to display the menu though!
Once you’ve mastered the art of the screenshot then you should very seriously consider producing a video. Producing a video will go a very long way to helping you secure a review and you can use YouTube as a great free marketing tool. A video should not be any longer than a minute and should show your app in the best possible light with additional text highlighting the best features. Adding sound FX and even any in-app music can also help. Videos are also great for SEO (search engine optimisation) because YouTube is the second biggest search engine in the world after Google.
Ultimately, a short video that shows your application in action is perhaps one of your best sales tools. It allows reviewers to get a sense of the graphics, sound and interaction in just a few seconds.
“It’s unfortunate, but I don’t have time to download and test every app that comes out,” A video takes just seconds to watch and can be the difference in whether an app gets a longer look.”
Barbara Holbrook, Editor in Chief, Appcraver
"In addition to great copy, a customer will often make a snap purchase decision based on how good your app looks and this decision can even be made from something as simple as having a great looking icon and impactful screenshots."
tip 5 -maximise discoverability
Don’t discount the web
Despite the fact that your app will be discovered in an app store, the web is still where a lot of search occurs.
Making a website is incredibly easy these days, and doesn’t require fancy software or coding know-how. Wordpress has evolved massively from being primarily a blogging tool to a very accomplished content management system, which means pretty much anyone with limited knowledge of web coding can have a professional looking website in a matter of hours.
Wordpress also has thousands of free plugins that take seconds to install and can add fantastic new features to your site – even advanced SEO (search engine optimisation) packs. There are also thousands of professionally designed themes available for you to re-skin your site and make it unique.
Once your site is up, be sure to include a call to action so customers can download the app easily. Remember that it is often pretty hard to get people to move from web to mobile if they are browsing, so one cost-effective way to do this is to utilise a QR code. Simply search for a QR generator plugin and don’t forget to tell your readers that they can easily get a QR code reader for their smartphones such as Google Shopper or Red Laser.
A consumer-facing website is a great way for you to showcase your app beyond the constrictive boundaries of the mobile phone screen which means that you can add more videos, better screenshots and generally more information that will help in the buying decision.
Good old social media. Everyone’s at it. The great thing about social media, especially Facebook, is that it is sitting there waiting for you to fill it with lots of great content, and it’s free. There are plenty of great examples of mobile game makers that have exciting facebook pages. Facebook is a great place to show off preview and ‘making of’ videos, behind the scenes artwork, promo code competitions and even engage in some dialogue with your fans.
Best of all, if your app gets previewed then Facebook is a great place for interested fans to follow you
and keep up to date with your app. Facebook is also a great way to get feedback and understand your customers. Be sure to include your facebook page in all media communications.
You should also remember YouTube. Again, not many people know that it is the world’s second biggest search engine and so you should spend some time creating a nice branded Facebook page and put the correct tags in place so that you are easily discovered.
According to Nielsen (see chart below) search is now the main source of app discovery. ASO is pretty much the same as SEO (search engine optimisation) for the web but has a mobile-specific name. It’s a pretty hot topic right now, largely focusing on your keywords for Apple and also your text for Google Play. The main thing to note about ASO is that it is pretty scientific. You need to be able to use the tools to measure not just your keywords but also the keywords of your competitors. You’ll need to be pretty adept at creating extensive lists of keywords and natural language search phrases and then individually measuring them against the individual app stores. This also includes possible language variants, so asides from UK and US English you’ll also likely need French, Italian, German, Spanish and Portuguese, preferably Brazilian Portuguese.
tip 6 -get to grips with aso
(APP STORE OPTIMISATION)
"According to Nielsen, search is now the main source of app discovery"
tip 7 - launch your app
This is probably the hardest bit of the whole process. Once you’ve done all your prep work then you’ll need to start creating a buzz. Remember, don’t have to wait until an app has launched to begin promoting it.Depending on what the app is, sometimes it’s a good idea to send out a preview press release with some screenshots a couple of weeks before the actual launch. Ideally, if you’re working with appromoter then we’ll start generating media buzz around your app two to three weeks before launch.
It may be that your app will target a particular group of people – or what we call a ‘vertical’ in marketing speak. An app that plots flight routes may appeal to plane spotters, much like a game based on Batman will clearly appeal to movie and comic fans. It’s absolutely crucial to figure out your target market and make sure that you’re targeting your core audience as well as a broader audience.
It’s also worth pointing out that you really have two separate streams of activity going on here - generating news about your app, usually via a press release, and actually getting the app reviewed so that people will see the review when they go to the site. Make sure that you try to get reviews a couple of weeks before you put the release out. Releases go out in one day whereas reviews can take weeks to appear at all.
News Sites & Blogs
There are many news sites that may feature your app. Some may be platform specific, such as Android and iOS, whilst others may target verticals outside of mobile such as movies, games, lifestyle, sports etc. Targeting these sites will be a combination of leveraging journalist relationships as well as manually submitting forms on some news sites. This part of the process can be pretty labour intensive if it needs to be done multiple times.
In addition to general news sites, it can also be really good to target specialist blogs that may be relevant to your app. Often, app developers will run a promotion with new sites, giving away promo codes. One leading site, 148apps.com actually has a dedicated forum for developers to pimp their apps and give away promo codes.
Social media may be everywhere, but like anything it has to be handled correctly. Having a Twitter feed for your app or your company is a good start: following the right people is often just a case of looking at the sites you want to feature you and making sure you click on their ‘Follow’ button.
Getting Twitter right is a whole art in itself, but we can recommend a great book, Twitter Power 2.0 by Joel Comm. The book is full of tips and tricks for you to try and master Twitter in all its different guises as a powerful marketing channel. You can then begin to leverage Twitter by giving your followers the latest news on your app as well as running some limited time promotions, such as giving people entry into a prize draw to win free copies of your app if they retweet your messages. Also, don’t ignore the visual impact of your Twitter page. The space is there to skin it to reflect your app or whatever you like so it is a valuable branding opportunity that should not go to waste.
Twitter isn’t the only social route to go down. As we’ve already mentioned, Facebook is the other major channel and can be a lot more engaging
because you can add videos and other media. Whatever social media you employ, just ensure that you have the links on your website and even in the marketing copy that you post in the app stores. Monitoring social media can increase customer interaction and engagement. Don’t forget that if you have built your site in Wordpress then there is a multitude of ways to easily add social links. We really like www.addthis.com and there is a dedicated Wordpress widget for making sure people help spread the word.
"Remember, you don’t have to wait until an app has launched to begin promoting it."
RSS & News Feeds
Paying to post your news on a newswire can be really good for search engine optimisation. A lot of sites will then link back to the article. Lots of sites take their news from an RSS feed and you can feed into this by using a newswire. Some good news wires are www.realwire.com or www.prweb.com, and if you want iOS specific newswire that is very cost effective then you can try www.prmac.com or gamespress for games.
Forums are a great place to get in with the grass roots of a community. If you have the time, there are masses of special interest forums that probably tie into your app, and all the app review sites tend to have forums as well. Just beware, the people who use forums can be very vocal and don’t take well to spam and hardcore marketing messages. Don’t go into forums and start posting promotional messages willy nilly otherwise you could receive some nasty responses from the more dedicated members of the community. Forums can yield great grass roots support and awareness, but they come with a strong warning that engaging with them is not for the feint hearted!
Utilise your own touchpoints
This largely applies to established businesses, but we see far too many companies create an app and forget that they have a lot of available channels they can utilise to spread the word. Most companies have a lot of marketing channels including websites, Twitter and Facebook pages, newsletters and a plethora of other channels they can draw on to spread the word. Have you asked your partners, suppliers and friends yet?
tip 7 - launch your app (continued)
Tip 8 - get to grips with mobile advertising
Mobile advertising is a minefield. You have multiple networks, multiple methods of advertising (CPA, CPI, CPC) and an enormous mountain of cost. We get asked a LOT about mobile advertising here at appromoter so we thought that we would give you our thoughts on what does and does not work for mobile advertising, as well as an outline as to what you should be considering.
Define what a customer actually is?
Might sound obvious but on mobile, you need to really understand who your customer is. Ultimately someone who spends money to buy your app or spends money on in app purchases is a ‘customer’, versus someone who downloads your app and never uses it. You also need to understand where being a customer starts and ends. Many networks will offer you two ways of paying them for acquiring a customer. One way is CPD or ‘Cost Per Download’. This means that once your app has been downloaded you then pay up. We prefer CPI or ‘Cost Per Install’ because at least the app has been successfully installed. In an ideal world there would be an even better measurement such as ’cost per engagement’ or ‘cost per transaction’ so you pay when someone has actually interacted with your app or bought something in it. Ultimately, you need to be clear on your business objectives and what you want to achieve. What you really want is an engaged customer, one who keeps using your app and spending money (this is assuming that you have in app purchases).
Understand your users
There is little value in paying a sum to acquire a customer and then not getting your revenue back on them. If you want to know how many of your customers are engaged or why they are downloading our app and then not doing much more or are dropping out, then you’ll need to put analytics in your app. By far the best solution is Flurry’s free analytics. However, you’ll need to really need to invest time in getting the most out of Flurry and understanding what it can do for you.
It’s an incredibly powerful tool but you need to get the best out of it.
Premium versus Freemium
Most of the time, there is a fixed cost that you will need to be allocated for acquiring a customer. This is called the CPA (Cost per Acquisition) and is essentially saying how much you can afford to spend to make someone a ‘customer’. Often, this is based on actual or projected lifetime revenue of the customer or ARPU (average revenue per user). It is really just a margin call like any business would make. If you have an app that you know can generate $15 per customer per year, then spending $3 to acquire a customer is going to work out for you. The main point here is that ARPU really comes from freemium apps with in-app purchases and tends not to work with premium apps. Premium apps have two disadvantages. Firstly, it is extremely hard to convert a customer in an ad with a premium app. Sure, you can get them in on a free trial for an enterprise app or a game demo, but then you need to upsell them to spending $5 which is hard. If you spend money to acquire a customer and then have to net out your revenues (based upon rev share to Apple or Google and other costs), then you
likely have little or no profit and could even make a loss. Freemium apps are much easier to get people to download and you can work out the ARPU based on an average of very heavy spending customers right down to those that spend very little. The bottom line is that one-off payment/premium apps don’t really work for mobile advertising.
Work with Experts
Because Mobile advertising is a minefield then you should be working with someone who will offer you impartial advice. If you work with a dedicated planning and buying agency like M&C Saatchi Mobile then they will give you impartial advice on which networks will work best for your particular app and what you should be doing. Many agencies will also have global offices which is really important so that they can understand the nuances of local flavour. Running a campaign in Brazil from the US without someone local would potentially be a waste of money and this is is the value that a global agency can bring you. Typically, a media planning and buying agency would not be charging you a fee on top of what you spend in advertising. Instead, agencies tend to work by getting the costs per install or per click at a percentage beneath what you would pay direct and so they simply charge you what you would normally pay and their margin is factored in – a bit like a wholesaler. We would typically advise against engaging directly with a single network or supplier as a media planner or buyer will have the best view.
The dark side of incentivised downloads
There are well known companies out there who will offer rewards such as virtual currency to users in other apps in return for them installing your app. Whilst this sounds good in theory, in practice there are some very big downsides to this. Firstly, Apple is cracking down on incentivised installs.
It is a practice that is widely disliked by many in the industry and will be almost certainly be abolished. Secondly, you need to acquire the right kind of customer. Some networks use a blind ‘offer wall’ in apps and they have no clue who they are pushing your app to. This may mean that your dress up dolly app is being pushed to loads of hardcore male gamers playing an RPG. So, they see an offer to get some in-game currency, download your app and then claim the reward and never use it. Targeting the wrong customer will also mean that they feel let down or disappointed so you may inadvertently attract lots of bad reviews because of a demographic misfit. Lastly, we see tell-tale signs of low quality apps rocketing up the charts and getting terrible reviews. So, a developer with a not so good app will artificially inflate its position to get up the charts, only to then cultivate a lot of one and two star reviews which will kill the app and send it plummeting back down the charts. Whilst incentivised downloads are being killed off, offer-walls that simply show relevant apps can work well. Someone like Flurry, uses the massive data in the huge amount of apps they track to only serve you relevant apps based on what you have installed and engaged with – thereby ensuring that
you're a good fit for the app they're promoting. In general, we say that incentivised downloads are problematic and many well-meaning developers will ultimately get stung.
Prepare to spend BIG
The era of cheap mobile advertising is over and developers need to realise it. Distimo ran a report a year ago (December 2011) on how many downloads you need to break into the top slots in the US app store. In it they said “As expected the most volume was required to reach a top 50 position in the US free charts, your game will need to be downloaded on average 120,000 times daily. A top 25 position will require 200,000 daily downloads, whilst those elusive top 10 spots average out at 400,000 daily downloads.” Just stop and think about that. In the US alone, if you were paying to acquire a customer for $1 then your spend would need to be several hundred thousand dollars a day. Many companies are routinely spending millions each month on mobile advertising. Even more so, the distimo data is a year old, so the volumes would only have increased. Pocketgamer.biz recently reported that companies such as Supercell are estimated to be making $500,000 a day through in app purchases so for someone like them it is a highly sustainable proposition. If you’re going to try a mobile acquisition campaign then we recommend setting aside at least $10,000 to try out different suppliers as well as different creatives. You will need to run different banners and different messages in lots of different places. It might be better to focus on one territory at a time rather than spread yourself thin and not be able to push up the charts or have any meaningful impact. In summary
To be able to effectively monetise your app you really need to ensure that you have a good marketing/commercial brain as well as deep pockets. Not only will you have to work out your ARPU’s and your CPA’s but you’ll have to be able to manage agency and network relationships as well as have a good understanding of how to make good creative advertising that will hook people. Not only that, but you’ll need to spend time investing in analytics both in your app and also in understanding what is and is not working in your campaigns.
The more you know about your app, how it’s performing and what people are actually doing with it, the more you can keep improving both the app and the way you are promoting it.
There are some excellent freetools for doing this. To see what people are actually doing with your app then you could try Flurry Analytics which gives extremely detailed data on how people are interacting with your apps. The Flurry blog is also packed with great insight into what customers are doing inside their apps.
Perhaps the best source of insight is going to be via customer comments on the app stores. These give you valuable insight into what your customers want and are thinking. Although this was previously a one way street, Google Play are now allowing developers (akin to TripAdvisor) to post responses to customer comments. Social media is also a great way to gain insight into what customers want and to engage in a dialogue. You can also use your app store pages to invite customers to follow you on Twitter and Facebook and to leave comments which you will respond to.
Once your app has launched then you’ll want to see how it’s performing in the wider world. There are several services to help you track how your app is doing- Appfigures and Applyzer are great reporting tools whilst AppAnnie will report on your own app performance as well as how your competitors are doing. For app store intelligence and some deep insight into the app stores we thoroughly recommend taking a look at distimo, especially their blog.
Once you’ve posted your app to the news sites, don’t forget that you can monitor for coverage in a few different ways. If you’ve used a newswire, then chances are you’ll get a report on where your launch press release has been published. Another invaluable resource is Google Alerts. Simply enter the keywords and phrases you want to monitor and it’ll send you updates as frequently as you want
tip 9 - know the customer
"The more you know about your app, how it’s performing and what people are actually doing with it, the more you can keep improving both the app and the way you are promoting it."
The sheer volume of app stores seems to have spawned a new industry of apps that promote other apps. A lot of developers who have multiple apps in play are also getting wise to cross promoting between their own apps.
What we have been seeing more of – and it seems to be one of the more effective promotion tactics – is cross promotion: using multiple apps that developers have on the market to drive sales and awareness to other apps, both their own and from other developers.
With several companies out there offering different flavours of cross-promotion, including Chartboost, Appflood, Applifier, TapforTap and others, we thought we would take this opportunity to show you some best practice examples of cross marketing that some developers have been creating for themselves.
tip 10 - Cross Promote Your Apps
Realore Studios has created a clear and nicely designed 'more games' link for its main menu which links through to a rich, own-brand app store with banners at the top.
Story Toys makes use of app update notifications to inform customers of new apps that the company has launched. What's more, the company updates several of its apps on the same day, effectively creating a hard-to-miss bulletin for its existing customers, alerting them that there's a new StoryToys app to download. NOTE - iOS 7 may change all this with auto updates....we're waiting to see at the time of writing this.
StoryToys make beautiful interctive kids story books based upon popular fairytales. They're also very good at cross-selling their other apps from a dedicated section. They've also got another trick up their sleeve too...see below.
Outfit 7's Talking Friends apps have been downloaded in their millions, and there are now many different variations on the app stores.
Aside from good cross promotion, the studio has also added a video menu to its apps so you can play the latest Outfit 7 videos on YouTube direct from the app. This helps the company hype its forthcoming products and cross-sell its merchandise to a large audience of engaged users.
For instance, at the time of writing, the video of Outfit 7's new Talking Friends Superstar toy has had over 2 million views – likely from the studio's huge installed base of app users.
Of course, we recognise that you may not have a plethora of apps out in the market – only developers that have been around for a while, or those with deep pockets, do. However, even if you're working on your very first app, your long term strategy should be to use your app as a window to your existing or future products.
You have a captive audience to which you can promote other games, or even put in a video that talks about a future update. Hopefully, the examples above will get you thinking about how you can maximise your app's real estate and get it working as hard as possible for you.
Once you’ve launched your app it doesn’t end there. You’re bound to have some more updates as time goes on, and these are great opportunities to keep interest in your apps fresh and attract new customers. The hints and tips in this guide are just the tip of the iceberg: promoting an app is not a dark art, it’s just something that requires investment of time and resources if it is to be done well.
The sheer volume of places that review or discuss apps is growing exponentially, requiring close monitoring if they are to be incorporated into a successful app promotion program. If you factor in the emergence of more and more app stores then this can seem like an overwhelming task - which is why it’s great to engage the services of a specialist app promotion service such as appromoter.
We hope that you’ve found this guide useful and if you have any questions or need more help then we’ll be only too happy to lend a hand.
To keep up to date with the latest ideas on app marketing then visit our blog at www.appromoter.com
some parting thoughts ........
We've created the Ultimate App Marketing Resource Guide on Flipboard. It's packed with articles on anything and everything you need to help market your app. From icon design and how to write great copy through to knowing how many downloads you need to hit the top 100.
Hungry for more ?
Just click here to add the magazine to your Flipboard or simply search for the title on Flipboard itself. easy..........