mobile marketing: why you aren't done when you finish the app
Post on 11-Sep-2014
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DESCRIPTION
Depeloping your app and uploading it to the store is only half of the job! If you want your app to stand out and get revenues, invest some time and money on Mobile Marketing. Here you'll have some tricks to start with :)TRANSCRIPT
Why You Aren't Done When the App is in the Store?
Vanessa Estorach
@vestorach #nsbarcelona
@vestorach #NSBarcelona
I have the answer…
iOS October 22, 2013 1,000,000
Android January, 2014 1,023,902
Windows Phone December, 2013 200,000
You don’t want to be…
Can I really do something?
@vestorach #NSBarcelona
Who am I?
I’m Vanessa Estorach e-growing.com
#Entrepreneur
#SocialMediaEnthusiast
#MobileSensei #CookingLover #Strategist
#Traveller
@vestorach #NSBarcelona
Why are you here?
Make more €€€
Make your app stand out
Just Curious
Other…
You don’t KNOW…
Let’s start!
Do you know him?
@vestorach #NSBarcelona
I want you to watch a very short video…
He has…
GOAL
PRODUCT
He has NO…
DESIGN
COMMUNICATION
You have…
GOAL
PRODUCT [App]
€€€
Very important thing!
@vestorach #NSBarcelona
Exposure
2 Secret Ingredients…
Conversions
Communication Design
€=
Let’s get started!
@vestorach #NSBarcelona
How can you promote your APPs?
Inside the app Outside the app
@vestorach #NSBarcelona
How can you promote your APPs?
Inside the app
NAME
SCREENSHOTS
DESCRIPTION
KEYWORDS
REVIEWS
ICON
@vestorach #NSBarcelona
How can you promote your APPs?
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
@vestorach #NSBarcelona
Let’s start with…
Inside the app
¡Hola que ASO!
App Store Optimization
What do you see?
What do you really see?
App Name
How do you choose it?
#1 I just make it up
#2 Brainstorming with your colleagues
#3 I do some research and I see my
competitors’ names
My recommendation:
Follow the 3 steps
And always include keywords
Because keywords influence your
app rank!
App Icon
Do you see the difference?
@vestorach #NSBarcelona
Recommendations
#1 Never include words
#2 Keep it simple
#3 Icon/App consistency
With a good icon…
… you convince us to open your app
App Screenshots
@vestorach #NSBarcelona
“A Picture is Worth a Thousand Words”
@vestorach #NSBarcelona
Never post your screenshots naked
#1 Mix them
#2 Write on them
#3 Play with them
IT’S YOUR FIRST IMPRESSION!
Design has HIGH IMPACT
App Description
@vestorach #NSBarcelona
Remember
#1 We are lazy… We only read the first 2 or 3 lines of
the description
#2 In Android apps: Include keywords!
App Keywords
What tools can we use?
- Similar to the old Google Keyword Tool - Not 100% perfect - Free - Very easy to use
http://www.straply.com/
- Suggest competitors keywords - Suggest some top keywords for your app - Relevant information (from the App Store)
http://www.appcodes.com/
- Track your rankings - Compare your progress with your competitors - Identify relevant keyword
http://www.mobiledevhq.com/
App Reviews
How can you get them?
@vestorach #NSBarcelona
#1 Ask your colleagues
@vestorach #NSBarcelona
#2 Get your app reviewed
Don’t forget in your mail:
• App name
• Link to your app
• Description
• Screenshots
• Video
• Price
• Contact information
• Promocode
Popular Review Sites:
• Macworld.com
• Tuaw.com
• Macrumors.com
• Arstechnica.com
• Engadget.com
• Mactech.com
@vestorach #NSBarcelona
#3 Pay for reviews
@vestorach #NSBarcelona
Exposure
To sum up…
Conversions €= NAME
DESCRIPTION KEYWORDS
REVIEWS SCREENSHOTS
ICON
ASO is like going out…
… If you don’t interact, you won’t get the girl
@vestorach #NSBarcelona
Let’s interact!
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
Web Page
@vestorach #NSBarcelona
Why?
@vestorach #NSBarcelona
Why?
#1 Before downloading the app… web research!
#2 Somewhere to contact you
#3 Build your Brand
@vestorach #NSBarcelona
Use pre-design-mobile-optimized templates
@vestorach #NSBarcelona
We are SOCIAL
@vestorach #NSBarcelona
Social Media
@vestorach #NSBarcelona
At least…
Mentions
Explain new features
Ads
Do you know?
CPM
CPC
CPI
#1 Mobile Ad Networks
You can use them to…
Monetize your Apps
Advertise your Apps
ADMOB
REVMOB
CHARTBOOST
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
AdMob iOS, Android,
Windows
Phone
CPC Banner, Smart
Banner,
Interstitial,
Search, Table
Characteristics - best integration - low revenue - support is hard to reach.
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
Chartboost iOS, Android CPC, CPI Interstitial
Characteristics - the solution for game developers - optimize your revenue - easy integration - The ads are mostly about downloading another new game
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
RevMob iOS, Android CPI Banner, Interstitial
Characteristics - high revenue - easy integration - SDK that supports game engine
#2 Incentivized Download
TAPJOY
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
Tapjoy iOS, Android,
Windows
Phone
CPI Banner,
Interstitial,
Video, Offer
Wall
Characteristics - they offer the gamers the chance to earn virtual currency by performing real-world action - Over 77 million monthly active users are on Tapjoy - Apple has banned it (access with web)
#3 Free Cross-Promotion
How?
with Your Own Apps
with Other Developers’ Apps
PR
@vestorach #NSBarcelona
Which one?
#1 Google it!
#2 Where you’d like to be published?
#3 Where are your competitors?
@vestorach #NSBarcelona
How can you reach them?
With a Press Release that should contain:
App name
Link to your app
Description
Screenshots
Video
Price
Contact information
Promocode
@vestorach #NSBarcelona
Are they going to publish me?
The first time for sure, NOT.
You FIRST have to establish a relationship with the blogger or journalist.
@vestorach #NSBarcelona
Exposure
To sum up…
Conversions €= NAME
SCREENSHOTS DESCRIPTION
KEYWORDS REVIEWS
ICON WEB PAGE
SOCIAL MEDIA ADS
PR
@vestorach #NSBarcelona
Ask yourself: “Am I…?”
• Telling a story?
• Investing in design?
• Researching keywords?
• Socializing my app?
• Building a brand?
• Investing in ads?
But always with a…
Exemple of No Planning
Exemple of Planning
#1 #2 #3 #4
@vestorach #NSBarcelona
Exposure
You know the secret formula…
Conversions
Communication Design
€=
Experiment!
#1 Plan
#2 Test
#3 Measure
#4 Repeat & Improve
THANK YOU!
Keep the conversation on
@vestorach