ADDC 2018 - Tracy Osborn: You Built an App! Now How to Get It Seen and Used

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)

More about the talk, authors & slides: https://addconf.com/2018/schedule/how-to-get-it-seen-and-used/
Read about the conference: https://addconf.com

Transcript

1. A DDC T RACY O SBO R N @limedaring You Built an App! Now How to Get It Seen and Used (without selling your soul.)
2. A DDC T RACY O SBO R N @limedaring Hi, I’m Tracy! @limedaring me! not me! >:E
3. A DDC T RACY O SBO R N @limedaring ✋
4. A DDC T RACY O SBO R N @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
5. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring Marketing is hard. Marketing takes a lot of mental energy.
6. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring Marketing is hard. Marketing takes a lot of mental energy. Marketing is worth it.
7. A DDC T RACY O SBO R N @limedaring
8. A DDC T RACY O SBO R N @limedaring What you can do to 
 ensure your app gets seen:
9. A DDC T RACY O SBO R N @limedaring Pre-Launch
10. A DDC T RACY O SBO R N @limedaring Marketing is not a substitute for a bad app experience.
11. A DDC T RACY O SBO R N @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
12. A DDC T RACY O SBO R N @limedaring Make sure you have a good user experience, are solving a need, and reduce bugs and errors.
13. A DDC T RACY O SBO R N @limedaring Do market research.
14. A DDC T RACY O SBO R N @limedaring • Who are your competitors?
15. A DDC T RACY O SBO R N @limedaring • Who are your competitors? • What are their keywords?
16. A DDC T RACY O SBO R N @limedaring • Who are your competitors? • What are their keywords? • What do their reviews say?
17. A DDC T RACY O SBO R N @limedaring http://blog.safedk.com/marketing/app-developers-competitive-analysis-right
18. A DDC T RACY O SBO R N @limedaring appbot.co
19. A DDC T RACY O SBO R N @limedaring Know how to 
 describe your app.
20. A DDC T RACY O SBO R N @limedaring What’s your elevator pitch? You’ll use this in your marketing to come. Figure it out now.
21. A DDC T RACY O SBO R N @limedaring ☹
22. A DDC T RACY O SBO R N @limedaring ☹
23. A DDC T RACY O SBO R N @limedaring Have a landing page and 
 start building your email list.
24. A DDC T RACY O SBO R N @limedaring theweathertron.com
25. A DDC T RACY O SBO R N @limedaring getslowly.com
26. A DDC T RACY O SBO R N @limedaring unbounce.com
27. A DDC T RACY O SBO R N @limedaring leadpages.net
28. A DDC T RACY O SBO R N @limedaring drip.co convertkit.com campaignmonitor.com mailchimp.com
29. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring Don’t let your list go stale. Set up mailing list automation.
30. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring mailchimp.com
31. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring convertkit.com
32. A DDC T RACY O SBO R N @limedaring Consider a product video. (Can cost $$$)
33. A DDC T RACY O SBO R N @limedaring howmuchtomakeavideo.com
34. A DDC T RACY O SBO R N @limedaring
35. A DDC T RACY O SBO R N @limedaring Research forums and communities. Start interacting now.
36. A DDC T RACY O SBO R N @limedaring designernews.co
37. A DDC T RACY O SBO R N @limedaring news.ycombinator.com
38. A DDC T RACY O SBO R N @limedaring Talk to customers. Go to trade shows, events, meetups. Join forums, Slacks, subreddits. Follow industry leaders on social media. Know your customer. Don’t make assumptions.
39. A DDC T RACY O SBO R N @limedaring Build interest early (and keep it) with content marketing.
40. A DDC T RACY O SBO R N @limedaring
41. A DDC T RACY O SBO R N @limedaring Tell your story
42. A DDC T RACY O SBO R N @limedaring stuartkhall.com/posts/an-app-store-experiment
43. A DDC T RACY O SBO R N @limedaring appbot.co/books/how_i_got_2_million_downloads
44. A DDC T RACY O SBO R N @limedaring appbot.co/books/how_i_got_2_million_downloads
45. A DDC T RACY O SBO R N @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
46. A DDC T RACY O SBO R N @limedaring Writing is great for 
 promotion that doesn’t look like promotion
47. A DDC T RACY O SBO R N @limedaring Some common complaints:
48. A DDC T RACY O SBO R N @limedaring Some common complaints: • But I’m terrible at writing!
49. A DDC T RACY O SBO R N @limedaring Some common complaints: • But I’m terrible at writing! • Writing takes too long!
50. A DDC T RACY O SBO R N @limedaring Some common complaints: • But I’m terrible at writing! • Writing takes too long! • But I have nothing original to say!
51. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring Article ideas: • How I did/wrote/coded so-and-so. • Event recaps. • Your personal story and background. • How to use so-and-so. • How do so-and-so with so-and-so. • Something cool you recommend. • Your opinion and your thoughts automatically make it unique.
52. A DDC T RACY O SBO R N @limedaring Tie your postings 
 into your mailing list.
53. A DDC T RACY O SBO R N @limedaring
54. A DDC T RACY O SBO R N @limedaring Set up social media accounts 
 to share this content (and start bringing in emails to your mailing list).
55. A DDC T RACY O SBO R N @limedaring
56. A DDC T RACY O SBO R N @limedaring
57. A DDC T RACY O SBO R N @limedaring
58. A DDC T RACY O SBO R N @limedaring meetedgar.com
59. A DDC T RACY O SBO R N @limedaring Share your content with your communities (that you started interacting with before.)
60. A DDC T RACY O SBO R N @limedaring Stick around and answer comments promptly. 
 More discussion = more interest = 
 more views.
61. A DDC T RACY O SBO R N @limedaring Keep your mailing list active. Share your content and use your readers as beta testers.
62. A DDC T RACY O SBO R N @limedaring In essence: Build a community of people interested in your app before launch.
63. A DDC T RACY O SBO R N @limedaring kk.org/thetechnium/1000-true-fans
64. A DDC T RACY O SBO R N @limedaring (Things to set up just before you) Launch
65. A DDC T RACY O SBO R N @limedaring Create a plan. Write out your marketing schedule. What and when.
66. A DDC T RACY O SBO R N @limedaring linkedin.com/pulse/creating-your-90-day-online-marketing-plan-maggie-patterson/
67. A DDC T RACY O SBO R N @limedaring App Store/Play Store Optimization
68. A DDC T RACY O SBO R N @limedaring • Have a good eye-catching icon.
69. A DDC T RACY O SBO R N @limedaring smashingmagazine.com/2017/01/designing-better-app-icons/
70. A DDC T RACY O SBO R N @limedaring developer.apple.com/app-store/product-page
71. A DDC T RACY O SBO R N @limedaring smashingmagazine.com/2017/01/designing-better-app-icons/
72. A DDC T RACY O SBO R N @limedaring • Have a good eye-catching icon. • Research keywords.
73. A DDC T RACY O SBO R N @limedaring adwords.google.com/home/tools/keyword-planner
74. A DDC T RACY O SBO R N @limedaring • (iOS)
75. A DDC T RACY O SBO R N @limedaring Track how well your keywords are doing and replace as needed.
76. A DDC T RACY O SBO R N @limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name.
77. A DDC T RACY O SBO R N @limedaring
78. A DDC T RACY O SBO R N @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/
79. A DDC T RACY O SBO R N @limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name. • (iOS) Optimize your subtitle.
80. A DDC T RACY O SBO R N @limedaring
81. A DDC T RACY O SBO R N @limedaring
82. A DDC T RACY O SBO R N @limedaring • Have a good eye-catching icon. • Research keywords. • Optimize your app name. • Optimize your subtitle. • Write a good description. Optimize your description with keywords for Android.
83. A DDC T RACY O SBO R N @limedaring
84. A DDC T RACY O SBO R N @limedaring
85. A DDC T RACY O SBO R N @limedaring Create a press kit. 
 Include an overview, screenshots at various sites, icons at various sizes, etc.
86. A DDC T RACY O SBO R N @limedaring apptamin.com/blog/press-kit-for-your-app
87. A DDC T RACY O SBO R N @limedaring Post-Launch
88. A DDC T RACY O SBO R N @limedaring Keep writing!
89. A DDC T RACY O SBO R N @limedaring Submit to review sites.
90. A DDC T RACY O SBO R N @limedaring maniacdev.com/ios-app-review-sites
91. A DDC T RACY O SBO R N @limedaring producthunt.com
92. A DDC T RACY O SBO R N @limedaring news.ycombinator.com/show
93. A DDC T RACY O SBO R N @limedaring Pitch to blogs, press, potential users. 
 Share your press kit. Personalize your emails.
94. A DDC T RACY O SBO R N @limedaring Cold emailing #talkpay
95. A DDC T RACY O SBO R N @limedaring Some guidelines:
96. A DDC T RACY O SBO R N @limedaring Some guidelines: • Keep your messages short.
97. A DDC T RACY O SBO R N @limedaring Some guidelines: • Keep your messages short. • Make it personal. Sound like a human.
98. A DDC T RACY O SBO R N @limedaring Some guidelines: • Keep your messages short. • Make it personal. Sound like a human. • Give someone an obvious benefit.
99. A DDC T RACY O SBO R N @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.
100. A DDC T RACY O SBO R N @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.
101. A DDC T RACY O SBO R N @limedaring Run giveaways to increase promotion?
102. A DDC T RACY O SBO R N @limedaring medium.com/@ypchoudary/can-you-use-giveaways-to-promote-your-mobile-app-7c7fee52522c
103. A DDC T RACY O SBO R N @limedaring Use affiliate links for 
 additional revenue and tracking.
104. A DDC T RACY O SBO R N @limedaring apple.com/itunes/affiliates
105. A DDC T RACY O SBO R N @limedaring Collaborate with other businesses
106. A DDC T RACY O SBO R N @limedaring Be careful and 
 do your due diligence.
107. A DDC T RACY O SBO R N @limedaring Look into paid app marketing channels 
 and advertising. 
 (Be cautious. May cost $$$)
108. A DDC T RACY O SBO R N @limedaring
109. A DDC T RACY O SBO R N @limedaring reddit.com/advertising
110. A DDC T RACY O SBO R N @limedaring Use updates to re-market your app.
111. A DDC T RACY O SBO R N @limedaring medium.com/@freddiewrites/writing-great-app-store-release-notes-3f4cf291e9aa
112. A DDC T RACY O SBO R N @limedaring medium.com/@freddiewrites/writing-great-app-store-release-notes-3f4cf291e9aa
113. A DDC T RACY O SBO R N @limedaring Perhaps: Translate your app for other markets.
114. P EER S CO NFER ENCE T RAC Y O S B OR N @limedaring Give conference talks? (Hi.)
115. A DDC T RACY O SBO R N @limedaring Watch your stats.
116. A DDC T RACY O SBO R N @limedaring
117. A DDC T RACY O SBO R N @limedaring
118. A DDC T RACY O SBO R N @limedaring Resources for more
119. A DDC T RACY O SBO R N @limedaring https://medium.com/apps-top/best-ios-development-podcasts-for-app-developers-348c39ef585
120. A DDC T RACY O SBO R N @limedaring https://medium.com/apps-top/best-ios-development-podcasts-for-app-developers-348c39ef585
121. A DDC T RACY O SBO R N @limedaring stackingthebricks.com/articles
122. A DDC T RACY O SBO R N @limedaring devmarketing.xyz
123. A DDC T RACY O SBO R N @limedaring indiehackers.com
124. A DDC T RACY O SBO R N @limedaring reddit.com/r/iosprogramming
125. A DDC T RACY O SBO R N @limedaring reddit.com/r/androiddev
126. A DDC T RACY O SBO R N @limedaring reddit.com/r/iosprogramming
127. A DDC T RACY O SBO R N @limedaring In conclusion…
128. A DDC T RACY O SBO R N @limedaring Thank you! Psst: hellowebdesignbook.com