Promoting Your App for Organic Growth

How far would you go to make your app successful? Everyone has a strategy, and as an app publisher, Amazon has seen the good, the bad, and the ugly. Hear the tactics and best practices for actually achieving the results you want: more downloads, good reviews, and high monetization.

Transcript

1. MARIO VIVIANI T E C H N O L O G Y E V A N G E L I S T, A M A Z O N A P P S T O R E U K @mariuxtheone linkedin.com/in/marioviviani PROMOTING YOUR APP F O R O R G A N I C G R O W T H
2. FEWER TARGETS MEANS EASIER DEVELOPMENT Great "Democratization" Standardization has lead to more and better documentation, detailed examples, and improved tools (often free).
3. USERS AND DEVELOPERS TRULY BENEFIT Everyone Wins! It's easier/cheaper/faster to create apps than ever before, so there is a lot more content to choose from.
4. DISCOVERY IS THE BIGGEST ISSUE TODAY Finding the App You Want Appstores use several techniques to prevent overwhelming customers with too many choices: • Manual lists (curation) • Automated lists • Recommendations • Showcases, bundles, promos
5. PROTECT YOURSELF
6. DON’T USE QUESTIONABLE PRACTICES Integrity First It puts you in bad company. • Make it harder to report infringement • Jeopardize your revenue • Ruin your reputation
7. PAY ATTENTION TO ALL THE APPSTORES Know the Space Monitor the app marketplace (even where you don't sell) and look for developers who infringe your work.
8. DEFEND YOUR COPYRIGHTS DMCA Is Bad Law, But… Don't be afraid to submit takedown requests for legitimate copyright infringement. Similarly, use counter-notifications to combat spurious attacks on you.
9. HAVE A CONTACT AT EACH APPSTORE Make Connections Know who to talk to at each appstore if you discover someone is pirating your work or using your IP without permission. @Mariuxtheone
10. JOIN USER GROUPS AND AFFILIATIONS Strength in Numbers Enlist the support of other developers (and help them in turn) through industry groups and organizations.
11. CREATE VALUE, BE DISTINCTIVE The Best Defense Is a Good Offense Your success will draw imitators (or worse), but you alone can leverage the appstore rank you achieve through your own creativity.
12. CREATE VALUE, GAIN RANK
13. People are very open-minded about new things— as long as they're exactly like the old ones. —Charles Kettering
14. KNOW YOUR CUSTOMER & CONNECT WITH THEM Consumer Appeal Find what resonates—the look-and-feel, reward structure, plot device—and the unique value you can add.
15. DON’T REINVENT FAMILIAR MECHANICS The Wheel Works Let customers use the skills they have already developed; don't make them learn new ones lightly.
16. CHOOSE THE RIGHT MONETIZATION METHOD Business Model In-app ads make sense for "evergreen" apps, for example, while F2P may be better for other types.
17. It ain't over 'til it's over. —Yogi Berra
18. BE ON THE DEVICES YOUR CUSTOMERS USE Publish or Perish This means being in the appstores for those devices—which may be more than one (some platforms support many stores).
19. MARKETING
20. Marketing is a tax you pay for being unremarkable. —Robert Stephens, founder of Geek Squad
21. YOUR JOB DOESN'T STOP WHEN YOU PUBLISH Marketing Required You're your own best resource when it comes to getting the word out and solving the discovery problem.
22. A GOOD NAME CAN MAKE ALL THE DIFFERENCE A Rose by Any Other Name The most basic thing you can do to help make your app successful is give it a descriptive name.
23. PUT YOUR BEST (VISUAL) FOOT FORWARD Imagery that Pops Many great apps are overlooked because of a poor icon. Make sure icon, screenshots, and videos are high-quality and attractive.
24. GET CUSTOMERS EXCITED Fun, Informative Descriptions Think of your app's description as its dating profile. • The first line sells • Highlight stand-out features • Use compelling subheads • Details are important
25. MORE APPS INCREASE YOUR IMPACT Leverage Your Catalog Create multiple apps to build your personal brand and make your work more noticeable.
26. EXPLORE EVERY AVENUE AVAILABLE Proactive Outreach Use your network, social media, blogs, YouTube, Twitch… and pay special attention to influencers and advocates.
27. SOCIAL & INFLUENCERS
28. Technology has allowed me to reach my fans directly. Social media: it has been a complete revolution of how to interact, promote and share things. —Tony Hawk
29. IT'S NEVER TOO EARLY TO CONNECT WITH USERS Twitch.tv Twitch.tv offers a new way to build interest even before your product is complete.
30. INFLUENCERS COME IN MANY SHAPES & SIZES Early Adopters Connect directly with your users/customers/players to turn them into advocates for your app.
31. CONNECT WITH INDUSTRY PROS Professionals Broadcasters, journalists, league players— reach out to those who make their living in the industry.
32. FAMOUS PERSONALITIES ENTERTAIN Celebrities Does your app give them the ability to riff in their signature style, in a way their audience can relate to and enjoy?
33. ADDITIONAL INCOME, PLUS FANS, TOO! Alternative Revenue A major benefit of generating revenue outside of your app is the opportunity to expand your fan base.
34. A M A Z O N A P P S TO R E D E V E L O P E R S U M M I T DEVELOPER SUMMIT OCTOBER 4TH CODENODE 10 SOUTH PL, LONDON bit.ly/AppstoreSummit2016
35. THANK YOU! Mario Viviani @mariuxtheone @AmazonAppDev vivianim@amazon.co.uk developer.amazon.com/appstore bit.ly/amazondevdayfeedback2