iPhone and iPad Apps Marketing : Secrets to Selling Your iPhone and iPad Apps

by Hughes, Jeffrey

Edition:

1st

ISBN13:

9780789744272

ISBN10:

0789744279

Format:

Paperback

Pub. Date:

1/1/2010

Publisher(s):

Que

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Summary

Thousands of developers want to cash in on selling their iPhone apps on Apple's App Store. But, with more than 100,000 Apps now available, it's increasingly vital for developers to gain exposure - and that means marketing. Most independent App developers don't have a marketing background. They need help and guidance - and this book gives it to them. Author Jeffrey Hughes specializes in helping iPhone developers plan, launch, and market their software effectively. In this practical tutorial, he shares everything he's learned: solid marketing principles and specific best practices for effective, high-value iPhone App marketing. Hughes walks through outlining a solid marketing plan that can drive development efforts; creating competitive Apps; identifying the right message; and delivering that message to the most responsive audience. You will learn how to: " Get App Store and third-party reviewers to consider their Apps " Write effective press releases for their Apps, and time publicity for maximum effectiveness " Blog about your App, and get the attention of influential bloggers " Use Facebook, Twitter, and other social media to generate electronic buzz " Setting the right price for your App " Using promotions and cross marketing techniques " Building an audience that will buy forthcoming products as well Now that the AppStore contains 100,000+ Apps, developers need an edge: this book gives it to them! Shows how to cut through the clutter and get noticed by everyone who matters: reviewers, bloggers, social media influencers, and customers Helps developers implement proven marketing principles throughout the entire product lifecycle, from planning through delivery, and far beyond

Author Biography

Jeffrey Hughes is developer and lead instructor for Xcelme's iPhone and iPad App Marketing course, which has helped dozens of developers market their iPhone and iPad apps effectively. He has nearly two decades of experience as a high-tech marketer, publisher, and speaker working with companies such as McAfee, Webroot, Intel, and Novell. Hughes contributes articles frequently to popular iPhone development sites and teaches his marketing courses to audiences across the United States and Canada.

Introduction	p. 1
Your Marketing Message	p. 4
Delivering Your Message	p. 4
Pricing Your iPhone/iPad App	p. 5
Implement a Marketing Plan/Launch Your App	p. 6
Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits?	p. 9
We've Seen This Movie Before	p. 10
The Big Win—Grand Slam	p. 14
The Steady Win—Base Hits	p. 17
The No Win—Strikeout	p. 19
Benefits/Drawbacks of the Big Win and Steady Win Strategies	p. 21
What Makes a Winning iPhone/iPad App?	p. 25
Build Something Unique	p. 26
Deliver New Features	p. 28
Tie Your App into Trends and News	p. 30
Tie into Seasons and Holidays	p. 32
Tie Your App to Part of a Wider Solution	p. 32
Apps Created from Other Platforms	p. 33
Identifying Your App's Unique Value	p. 37
The Four Questions	p. 39
Who Are Your Competitors?	p. 40
What Are the Key Features of Your iPhone/iPad App?	p. 48
What Are the Benefits of Your iPhone/iPad App?	p. 49
What's Unique about Your App?	p. 49
Identifying Your Target Audience	p. 55
Refining Your Audience	p. 57
Segmenting Your Market	p. 57
Targeting Your Market	p. 63
Building Your App's Total Message	p. 67
Choose an Effective App Name	p. 70
Basic App Naming	p. 73
Get Creative	p. 74
Search for Synonyms	p. 75
Use Google to Help	p. 75
Select and Test Your App Names	p. 76
App Store Text: Lighten It Up	p. 76
Make Graphics Your Focal Point	p. 78
Make Your App's Icon Jump	p. 79
Build a Simple, Clean Product Website	p. 81
Who Is Your Audience?	p. 81
Developing Great Web Copy	p. 82
Make Your Content Usable	p. 83
Strive for Immediate Positive Reviews	p. 83
Electronic Word of Mouth	p. 87
Positive External Reviews	p. 90
Coordinated Marketing Effort	p. 92
Generating Demand	p. 93
Reaching Interested Buyers	p. 94
Choosing the Right Delivery Methods	p. 94
Three Key Areas	p. 95
Direct Marketing for Your App	p. 95
Direct Mail	p. 95
Email	p. 96
Promoting Your App	p. 98
Your App in Traditional Media (Newspapers, Radio, TV)	p. 98
Advertising Your Apps	p. 101
Paid Search	p. 103
Online Advertising	p. 105
Building a Community	p. 105
Using Social Media in Your App Marketing	p. 109
Selecting Your Social Media Tools	p. 112
Using Facehook	p. 113
Your Facebook Marketing Objectives	p. 113
Using Twitter	p. 115
Using Blogs	p. 117
Using RSS	p. 119
Using LinkedIn	p. 119
Using YouTube	p. 120
Video Basics	p. 121
Timing Your Marketing Activities	p. 123
App Buying Cycles	p. 124
Is Your App Seasonal?	p. 125
Hitting the Grand Slam	p. 126
Timing the Launch of Your App	p. 128
Submitting Your App for Review	p. 129
Getting the Word Out About Your Apps	p. 131
When to Write a Press Release	p. 132
Do You Have What It Takes?	p. 133
Writing Your Press Release	p. 135
The Anatomy of a Press Release	p. 136
Developing the Body Copy	p. 140
Embedded Links	p. 141
Attaching Multimedia to Your Press Release	p. 142
Press Release Signature	p. 143
Publishing and Distributing Your Press Release	p. 144
When to Launch Your Press Release	p. 145
Pricing Your App	p. 147
Competing Against Free Apps	p. 149
Be Found	p. 150
Make Your App Better	p. 150
Make Your App More Intuitive	p. 151
Provide Better Graphics	p. 151
Create Documentation	p. 151
Offer Some Technical Support	p. 151
Develop a Reputation for Customer Service	p. 152
Go Viral	p. 152
Some Pricing Misconceptions	p. 152
Offer a Free Version of Your App	p. 154
Setting Your App's Price	p. 155
Conducting an App Pricing Analysis	p. 161
Cost/Benefit Analysis	p. 162
Quantifying App Development Costs	p. 163
Quantifying the Benefits	p. 166
Performing a Cost/Benefit Comparison	p. 167
Breakeven Analysis	p. 168
Some Caveats	p. 170
Selling Value over Price	p. 171
Selling Value	p. 173
Selling Quality	p. 174
Selling Usefulness	p. 175
Selling Return on Investment	p. 175
Additional Thoughts on Selling Value	p. 177
Breaking into the App Store Top 100	p. 181
Develop a Great App	p. 182
Beat Up Your App Mercilessly	p. 183
Have Friends in High Places	p. 184
Cross-Promote	p. 185
Price It Right	p. 186
Integrate Your App with Other Apps	p. 186
Optimize Your Web and App Store Copy	p. 187
Develop Your Brand and Promote It Like Crazy	p. 188
Reach Out to Apple	p. 189
Level the Playing Field with a Free App	p. 191
Build a Paid App—Standalone	p. 193
Build a Free App, Build a Following	p. 194
Build a Paid App and a Free App at the Same Time	p. 195
In-App Purchases	p. 197
Free Apps with Ads	p. 198
From Paid to Free	p. 200
The App Pricing Roller Coaster	p. 203
Raising Your Price	p. 205
Lowering Your Price	p. 205
Temporary Price Drops	p. 208
Value-Add Sales	p. 209
App Promotions and Cross-Selling	p. 211
Promotional Marketing for iPhone/iPad Apps	p. 212
Cross-Selling and Up-Selling	p. 216
Up-Selling	p. 220
Using iPhone/iPad Analytics	p. 223
Analytics Components	p. 224
Track Your App's Sales	p. 224
Track Your App's Location	p. 224
Track Your App's Usage	p. 225
Track Specific App Events	p. 225
Measure App Interface Patterns	p. 226
Top Analytics Vendors	p. 226
Flurry/Pinch Media	p. 226
Mobclix	p. 228
Analytics and Privacy	p. 229
Managing a User's Privacy Expectations	p. 230
Why Have a Marketing Plan?	p. 233
Top 10 Reasons Why You Should Have an App Marketing Plan	p. 234
Focuses Your Target Market	p. 235
Allocates Marketing Funds	p. 235
Measures Your Progress	p. 236
Provides a Roadmap for Growth	p. 236
Helps You Obtain Funding	p. 237
Coordinates Your App Launches	p. 237
Sets Realistic Sales Targets	p. 238
Evaluates Your Competitors	p. 239
Sets Prices and Defines Promotions	p. 240
Defines a Strong Value Proposition	p. 240
Components of an App Marketing Plan	p. 241
Marketing Goals and Objectives	p. 243
Product Objectives	p. 243
Your iPhone/iPad App Sales Objectives	p. 243
Profit Objectives	p. 244
Pricing Objectives	p. 244
Market Analysis	p. 244
Business Environment	p. 245
Demographics	p. 245
Competition	p. 245
Consumer Analysis	p. 246
Strengths, Weaknesses, Opportunities, and Threats Analysis	p. 246
Strengths	p. 246
Weaknesses	p. 247
Opportunities	p. 247
Threats	p. 247
Marketing Focus	p. 247
Your App's Functionality	p. 248
Promotions	p. 248
Price	p. 248
Financial Information	p. 249
Marketing Calendar	p. 249
Marketing Essentials	p. 253
Write About What's New and Exciting	p. 254
Striking a Balance	p. 254
25 Essential iPhone/iPad Marketing Activities	p. 259
Delivering Your iPhone/iPad App to the World	p. 260
Seek Reviews from Any Site That Matches Your App's Category	p. 260
Showcase Your App on the App Store	p. 260
Use Press Releases Consistently	p. 261
Market Through Email	p. 261
Use Word of Mouth	p. 261
Use Targeted Advertising	p. 262
Use Analytics for Your Apps	p. 262
iPhone/iPad Pricing and Promotions	p. 262
Develop a Pricing Strategy	p. 262
Promote from Ads Within Other Apps	p. 263
App Product Website	p. 263
Increase Your Website SEO	p. 263
Let Visitors Market Your Site	p. 264
Social Media Marketing	p. 264
Promote Through YouTube	p. 264
Promote Through LinkedIn	p. 264
Promote Through Blogs	p. 265
Create a Facebook Fan Page	p. 265
Create Digg Articles and Videos	p. 265
Visit Forums and Post Comments	p. 266
Other App Marketing Activities	p. 266
Create Trial and Paid App Versions	p. 266
Secure App Launch Sponsorships	p. 266
Continuously Improve Features	p. 266
Collaborate with Other People	p. 267
Seek Non-App Review Sites for Your App	p. 267
Exchange Ad Space	p. 267
Create an Icon Worth Remembering	p. 268
Determine Your App's Unique Value	p. 268
Implementing Your Plan	p. 269
Determine Goals for the Campaign—What Results Do You Hope to Achieve?	p. 270
Establish Measurement Criteria	p. 271
Gather Prospects to Target for Campaign	p. 271
Tracking Results—Measuring Marketing ROI	p. 272
Managing Your App Marketing Activities	p. 273
iPhone/iPad Apps for Corporate Marketing	p. 275
Is an iPhone/iPad App Right for Your Company?	p. 276
Build an App to Extend/Reignite the Brand	p. 278
Apps to Extend a Web-Based Product's Use	p. 279
NetSuite	p. 282
Fidelity Investments	p. 282
Woodforest Mobile Banking	p. 283
Chipotle	p. 283
Index	p. 287
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