A presentation at Release Notes 2017 in in Chicago, IL, USA by Tracy Osborn
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@limedaring
Marketing for Developers
What to do to get your app seen
(without selling your soul.)
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@limedaring Hi, I’m Tracy! @limedaring (daring, not darling)
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@limedaring
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@limedaring “We estimate that up to two-thirds of the apps in leading consumer app store catalogs receive fewer than 1,000 downloads in their first year, and a significant proportion of those get none at all. ” — https://www.canalys.com/newsroom/top-app-stores-risk-losing-control-app-discovery
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@limedaring What you can do to ensure your app gets seen:
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@limedaring Pre-Launch
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@limedaring Marketing is not a substitute for a bad app experience .
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@limedaring “90% of users reported they stopped using an app due to poor performance while over 86% deleted or uninstalled at least one mobile app because of its flawed functionality. ” — https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not- ignore-infographic
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@limedaring Make sure you have a good user experience , are solving a need , and reduce bugs and errors .
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@limedaring Do market research .
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@limedaring • Who are your competitors?
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@limedaring • Who are your competitors? • What are their keywords?
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@limedaring • Who are your competitors? • What are their keywords? • What do their reviews say?
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@limedaring http://blog.safedk.com/marketing/app-developers-competitive-analysis-right
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@limedaring appbot.co
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@limedaring Know how to describe your app .
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@limedaring What’s your elevator pitch? You’ll use this in your marketing to come. Figure it out now.
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@limedaring ☹ "
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@limedaring Have a landing page and start building your email list .
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@limedaring theweathertron.com
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@limedaring getslowly.com
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@limedaring unbounce.com
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@limedaring leadpages.net
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@limedaring drip.co convertkit.com campaignmonitor.com mailchimp.com
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@limedaring Consider a product video.
(Can cost $$$)
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@limedaring howmuchtomakeavideo.com
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@limedaring
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@limedaring
Research forums and communities.
Start interacting now.
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@limedaring designernews.co
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@limedaring news.ycombinator.com
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@limedaring Build interest early (and keep it) with content marketing.
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@limedaring Tell your story
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@limedaring stuartkhall.com/posts/an-app-store-experiment
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@limedaring appbot.co/books/how_i_got_2_million_downloads
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@limedaring appbot.co/books/how_i_got_2_million_downloads
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@limedaring “One thing that Chip (the CEO of Wahoo) said to me on the first call we had will stick with me for a long time … ‘ We probably wouldn’t have considered buying your app if we hadn’t read the story ’” — appbot.co/books/how_i_got_2_million_downloads
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@limedaring Writing is great for promotion that doesn’t look like promotion
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@limedaring Some common complaints:
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@limedaring Some common complaints: • But I’m terrible at writing!
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@limedaring Some common complaints: • But I’m terrible at writing! • Writing takes too long!
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@limedaring Some common complaints: • But I’m terrible at writing! • Writing takes too long! • But I have nothing original to say!
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@limedaring Tie your postings into your mailing list .
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@limedaring
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@limedaring Set up social media accounts to share this content (and start bringing in emails to your mailing list).
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@limedaring
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@limedaring
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@limedaring
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@limedaring meetedgar.com
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@limedaring Share your content with your communities (that you started interacting with before.)
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@limedaring Stick around and answer comments promptly. More discussion = more interest = more views.
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@limedaring Keep your mailing list active.
Share your content and use your readers as beta testers.
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@limedaring In essence: Build a community of people interested in your app before launch.
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@limedaring kk.org/thetechnium/1000-true-fans
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@limedaring (Things to set up just before you) Launch
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@limedaring
Create a plan.
Write out your marketing schedule.
What
and
when
.
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@limedaring linkedin.com/pulse/creating-your-90-day-online-marketing-plan-maggie-patterson/
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@limedaring App Store Optimization
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@limedaring • Have a good eye-catching icon.
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@limedaring smashingmagazine.com/2017/01/designing-better-app-icons/
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@limedaring developer.apple.com/app-store/product-page
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@limedaring smashingmagazine.com/2017/01/designing-better-app-icons/
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@limedaring • Have a good eye-catching icon. • Research keywords.
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@limedaring adwords.google.com/home/tools/keyword-planner
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@limedaring
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@limedaring •
100 characters allowed — don’t use spaces. •
No need to put your app name in keywords. • Track how well your keywords are doing and replace as needed .
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@limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name.
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@limedaring
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@limedaring “The title of an app should be unique and creative , but also clear and preferably short and on point .
The search ranking algorithm of app stores handles the app title as relevant metadata .”
— https://appradar.com/academy/app-store-optimization-guide/app-title/
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@limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name. • (New) Optimize your subtitle.
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@limedaring
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@limedaring
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@limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name. • (New) Optimize your subtitle. • Write a good description.
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@limedaring
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@limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name. • (New) Optimize your subtitle. • Write a good description. • (New) Add promo text.
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@limedaring Create a press kit.
Include an overview, screenshots at various sites, icons at various sizes, etc.
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@limedaring apptamin.com/blog/press-kit-for-your-app
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@limedaring
Ask for reviews in your app?
Be careful with the new
guidelines.
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@limedaring https://www.theverge.com/2017/6/9/15768196/apple-ending-annoying-app-store-review-prompts
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@limedaring Post-Launch
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@limedaring Submit to review sites .
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@limedaring maniacdev.com/ios-app-review-sites
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@limedaring producthunt.com
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@limedaring news.ycombinator.com/show
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@limedaring Pitch to blogs, press, potential users. Share your press kit. Personalize your emails.
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@limedaring Cold emailing #talkpay
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@limedaring Some guidelines:
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@limedaring Some guidelines: • Keep your messages short.
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@limedaring Some guidelines: • Keep your messages short. • Make it personal. Sound like a human.
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@limedaring
Some guidelines:
•
Keep your messages short.
•
Make it personal. Sound like a human.
•
Give someone an obvious benefit.
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@limedaring
Some guidelines:
•
Keep your messages short.
•
Make it personal. Sound like a human.
•
Give someone an obvious benefit.
•
Better to do it mostly manually rather than automated.
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@limedaring
Some guidelines:
•
Keep your messages short.
•
Make it personal. Sound like a human.
•
Give someone an obvious benefit.
•
Better to do it mostly manually rather than automated.
•
Use something like Boomerang for Gmail so you
remember to follow up if they don’t respond.
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@limedaring Run giveaways to increase promotion?
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@limedaring m edium.com/@ypchoudary/can-you-use-giveaways-to-promote-your-mobile-app-7c7fee52522c
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@limedaring Use affiliate links for additional revenue and tracking.
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@limedaring apple.com/itunes/affiliates
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@limedaring Collaborate with other businesses
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@limedaring
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@limedaring Be careful and do your due diligence.
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@limedaring Look into paid app marketing channels and advertising. (Be cautious. May cost $$$)
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@limedaring
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@limedaring reddit.com/advertising
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@limedaring
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@limedaring Use updates to re-market your app.
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@limedaring medium.com/@freddiewrites/writing-great-app-store-release-notes-3f4cf291e9aa
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@limedaring medium.com/@freddiewrites/writing-great-app-store-release-notes-3f4cf291e9aa
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@limedaring Perhaps: Translate your app for other markets.
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@limedaring Watch your stats.
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@limedaring
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@limedaring Resources for more
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@limedaring releasenotes.tv
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@limedaring stackingthebricks.com/articles
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@limedaring devmarketing.xyz
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@limedaring indiehackers.com
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@limedaring reddit.com/r/iosprogramming
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@limedaring reddit.com/r/iosprogramming
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@limedaring In conclusion…
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@limedaring Thank you! Psst: hellowebdesignbook.com
Marketing is tough but crucial. It sucks when you build something awesome but no one uses it. How do you get the word out? How do you find users? This talk will go over marketing in general and what developers can do to make sure they market their apps without taking up too much of their time (or feeling too smarmy).
for free. You
can too.