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Marketing for App Developers / Release Notes 2017

Marketing for App Developers / Release Notes 2017

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Tracy Osborn

October 18, 2017
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  1. REL EASE N OT ES T RACY O SBO R

    N @limedaring Marketing for Developers What to do to get your app seen (without selling your soul.)
  2. REL EASE N OT ES T RACY O SBO R

    N @limedaring Hi, I’m Tracy! @limedaring (daring, not darling)
  3. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  4. REL EASE N OT ES 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. REL EASE N OT ES T RACY O SBO R

    N @limedaring What you can do to 
 ensure your app gets seen:
  6. REL EASE N OT ES T RACY O SBO R

    N @limedaring Pre-Launch
  7. REL EASE N OT ES T RACY O SBO R

    N @limedaring Marketing is not a substitute for a bad app experience.
  8. REL EASE N OT ES 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
  9. REL EASE N OT ES T RACY O SBO R

    N @limedaring Make sure you have a good user experience, are solving a need, and reduce bugs and errors.
  10. REL EASE N OT ES T RACY O SBO R

    N @limedaring Do market research.
  11. REL EASE N OT ES T RACY O SBO R

    N @limedaring • Who are your competitors?
  12. REL EASE N OT ES T RACY O SBO R

    N @limedaring • Who are your competitors? • What are their keywords?
  13. REL EASE N OT ES T RACY O SBO R

    N @limedaring • Who are your competitors? • What are their keywords? • What do their reviews say?
  14. REL EASE N OT ES T RACY O SBO R

    N @limedaring http://blog.safedk.com/marketing/app-developers-competitive-analysis-right
  15. REL EASE N OT ES T RACY O SBO R

    N @limedaring appbot.co
  16. REL EASE N OT ES T RACY O SBO R

    N @limedaring Know how to 
 describe your app.
  17. REL EASE N OT ES 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.
  18. REL EASE N OT ES T RACY O SBO R

    N @limedaring ☹
  19. REL EASE N OT ES T RACY O SBO R

    N @limedaring Have a landing page and 
 start building your email list.
  20. REL EASE N OT ES T RACY O SBO R

    N @limedaring theweathertron.com
  21. REL EASE N OT ES T RACY O SBO R

    N @limedaring getslowly.com
  22. REL EASE N OT ES T RACY O SBO R

    N @limedaring unbounce.com
  23. REL EASE N OT ES T RACY O SBO R

    N @limedaring leadpages.net
  24. REL EASE N OT ES T RACY O SBO R

    N @limedaring drip.co convertkit.com campaignmonitor.com mailchimp.com
  25. REL EASE N OT ES T RACY O SBO R

    N @limedaring Consider a product video. (Can cost $$$)
  26. REL EASE N OT ES T RACY O SBO R

    N @limedaring howmuchtomakeavideo.com
  27. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  28. REL EASE N OT ES T RACY O SBO R

    N @limedaring Research forums and communities. Start interacting now.
  29. REL EASE N OT ES T RACY O SBO R

    N @limedaring designernews.co
  30. REL EASE N OT ES T RACY O SBO R

    N @limedaring news.ycombinator.com
  31. REL EASE N OT ES T RACY O SBO R

    N @limedaring Build interest early (and keep it) with content marketing.
  32. REL EASE N OT ES T RACY O SBO R

    N @limedaring Tell your story
  33. REL EASE N OT ES T RACY O SBO R

    N @limedaring stuartkhall.com/posts/an-app-store-experiment
  34. REL EASE N OT ES T RACY O SBO R

    N @limedaring appbot.co/books/how_i_got_2_million_downloads
  35. REL EASE N OT ES T RACY O SBO R

    N @limedaring appbot.co/books/how_i_got_2_million_downloads
  36. REL EASE N OT ES 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
  37. REL EASE N OT ES T RACY O SBO R

    N @limedaring Writing is great for 
 promotion that doesn’t look like promotion
  38. REL EASE N OT ES T RACY O SBO R

    N @limedaring Some common complaints:
  39. REL EASE N OT ES T RACY O SBO R

    N @limedaring Some common complaints: • But I’m terrible at writing!
  40. REL EASE N OT ES T RACY O SBO R

    N @limedaring Some common complaints: • But I’m terrible at writing! • Writing takes too long!
  41. REL EASE N OT ES 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!
  42. REL EASE N OT ES T RACY O SBO R

    N @limedaring Tie your postings 
 into your mailing list.
  43. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  44. REL EASE N OT ES 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).
  45. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  46. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  47. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  48. REL EASE N OT ES T RACY O SBO R

    N @limedaring meetedgar.com
  49. REL EASE N OT ES T RACY O SBO R

    N @limedaring Share your content with your communities (that you started interacting with before.)
  50. REL EASE N OT ES T RACY O SBO R

    N @limedaring Stick around and answer comments promptly. 
 More discussion = more interest = 
 more views.
  51. REL EASE N OT ES T RACY O SBO R

    N @limedaring Keep your mailing list active. Share your content and use your readers as beta testers.
  52. REL EASE N OT ES T RACY O SBO R

    N @limedaring In essence: Build a community of people interested in your app before launch.
  53. REL EASE N OT ES T RACY O SBO R

    N @limedaring kk.org/thetechnium/1000-true-fans
  54. REL EASE N OT ES T RACY O SBO R

    N @limedaring (Things to set up just before you) Launch
  55. REL EASE N OT ES T RACY O SBO R

    N @limedaring Create a plan. Write out your marketing schedule. What and when.
  56. REL EASE N OT ES T RACY O SBO R

    N @limedaring linkedin.com/pulse/creating-your-90-day-online-marketing-plan-maggie-patterson/
  57. REL EASE N OT ES T RACY O SBO R

    N @limedaring App Store Optimization
  58. REL EASE N OT ES T RACY O SBO R

    N @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.
  59. REL EASE N OT ES T RACY O SBO R

    N @limedaring Create a press kit. 
 Include an overview, screenshots at various sites, icons at various sizes, etc.
  60. REL EASE N OT ES T RACY O SBO R

    N @limedaring apptamin.com/blog/press-kit-for-your-app
  61. REL EASE N OT ES T RACY O SBO R

    N @limedaring Ask for reviews in your app? Be careful with the new guidelines.
  62. REL EASE N OT ES T RACY O SBO R

    N @limedaring https://www.theverge.com/2017/6/9/15768196/apple-ending-annoying-app-store-review-prompts
  63. REL EASE N OT ES T RACY O SBO R

    N @limedaring Post-Launch
  64. REL EASE N OT ES T RACY O SBO R

    N @limedaring Submit to review sites.
  65. REL EASE N OT ES T RACY O SBO R

    N @limedaring maniacdev.com/ios-app-review-sites
  66. REL EASE N OT ES T RACY O SBO R

    N @limedaring producthunt.com
  67. REL EASE N OT ES T RACY O SBO R

    N @limedaring news.ycombinator.com/show
  68. REL EASE N OT ES T RACY O SBO R

    N @limedaring Pitch to blogs, press, potential users. 
 Share your press kit. Personalize your emails.
  69. REL EASE N OT ES T RACY O SBO R

    N @limedaring Cold emailing #talkpay
  70. REL EASE N OT ES T RACY O SBO R

    N @limedaring Some guidelines:
  71. REL EASE N OT ES T RACY O SBO R

    N @limedaring Some guidelines: • Keep your messages short.
  72. REL EASE N OT ES T RACY O SBO R

    N @limedaring Some guidelines: • Keep your messages short. • Make it personal. Sound like a human.
  73. REL EASE N OT ES 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.
  74. REL EASE N OT ES 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.
  75. REL EASE N OT ES 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.
  76. REL EASE N OT ES T RACY O SBO R

    N @limedaring Run giveaways to increase promotion?
  77. REL EASE N OT ES T RACY O SBO R

    N @limedaring medium.com/@ypchoudary/can-you-use-giveaways-to-promote-your-mobile-app-7c7fee52522c
  78. REL EASE N OT ES T RACY O SBO R

    N @limedaring Use affiliate links for 
 additional revenue and tracking.
  79. REL EASE N OT ES T RACY O SBO R

    N @limedaring apple.com/itunes/affiliates
  80. REL EASE N OT ES T RACY O SBO R

    N @limedaring Collaborate with other businesses
  81. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  82. REL EASE N OT ES T RACY O SBO R

    N @limedaring Be careful and 
 do your due diligence.
  83. REL EASE N OT ES T RACY O SBO R

    N @limedaring Look into paid app marketing channels 
 and advertising. 
 (Be cautious. May cost $$$)
  84. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  85. REL EASE N OT ES T RACY O SBO R

    N @limedaring reddit.com/advertising
  86. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  87. REL EASE N OT ES T RACY O SBO R

    N @limedaring Use updates to re-market your app.
  88. REL EASE N OT ES T RACY O SBO R

    N @limedaring medium.com/@freddiewrites/writing-great-app-store-release-notes-3f4cf291e9aa
  89. REL EASE N OT ES T RACY O SBO R

    N @limedaring medium.com/@freddiewrites/writing-great-app-store-release-notes-3f4cf291e9aa
  90. REL EASE N OT ES T RACY O SBO R

    N @limedaring Perhaps: Translate your app for other markets.
  91. REL EASE N OT ES T RACY O SBO R

    N @limedaring Watch your stats.
  92. REL EASE N OT ES T RACY O SBO R

    N @limedaring
  93. REL EASE N OT ES T RACY O SBO R

    N @limedaring Resources for more
  94. REL EASE N OT ES T RACY O SBO R

    N @limedaring releasenotes.tv
  95. REL EASE N OT ES T RACY O SBO R

    N @limedaring stackingthebricks.com/articles
  96. REL EASE N OT ES T RACY O SBO R

    N @limedaring devmarketing.xyz
  97. REL EASE N OT ES T RACY O SBO R

    N @limedaring indiehackers.com
  98. REL EASE N OT ES T RACY O SBO R

    N @limedaring reddit.com/r/iosprogramming
  99. REL EASE N OT ES T RACY O SBO R

    N @limedaring reddit.com/r/iosprogramming
  100. REL EASE N OT ES T RACY O SBO R

    N @limedaring In conclusion…
  101. REL EASE N OT ES T RACY O SBO R

    N @limedaring Thank you! Psst: hellowebdesignbook.com