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

by Hughes, Jeffrey

• ISBN13: 9780789748331
• ISBN10: 0789748339
• Edition: 2nd
• Format: Paperback
• Copyright: 2011-09-30
• Publisher: Que Publishing

Summary

Thousands of developers want to cash in on selling their iPhone apps on Apple's App Store. But, with more than 300,000 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

Author Biography

Jeffrey Hughes is developer and lead instructor for Xcelme's Intro to iPhone and iPad App Marketing course, which has helped hundreds 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, and Novell. Hughes contributes frequently to popular iPhone and iPad development sites and is a frequent seminar speaker at locations around the world.

Table of Contents

Introduction	p. 1
Your Marketing Message
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. 18
The No Win-Strikeout	p. 20
Benefits/Drawbacks of the Big Win and Steady Win Strategies	p. 21
Summary	p. 23
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
Winning Game Apps	p. 35
Summary	p. 35
Identifying Your App's Unique Value	p. 37
The Four Questions	p. 39
Who Are Your Competitors?	p. 40
Identifying Your Competition	p. 42
Learning from Your Competition	p. 45
What Are the Key Features of Your iPhone/iPad App?	p. 47
What Are the Benefits of Your iPhone/iPad App?	p. 48
What's Unique About Your App?	p. 50
Summary	p. 51
Competitive Worksheet	p. 52
Identifying Your Target Audience	p. 55
Refining Your Audience	p. 57
Segmenting Your Market	p. 57
Picking Your Market Segment	p. 62
Targeting Your Market	p. 63
Summary	p. 65
Building Your App's Total Message	p. 67
Choose an Effective App Name	p. 70
App Store Text: Lighten It Up	p. 77
Make Graphics Your Focal Point	p. 79
Make Your App's Icon Jump	p. 80
Build a Simple, Clean Product Website	p. 82
Strive for Immediate Positive Reviews	p. 85
Summary	p. 86
Delivering Your Message
Electronic Word of Mouth	p. 89
Positive External Reviews	p. 92
Coordinated Marketing Effort	p. 94
Generating Demand	p. 95
Reaching Interested Buyers	p. 96
Choosing the Right Delivery Methods	p. 96
Three Key Areas	p. 97
Direct Marketing for Your App	p. 97
Summary	p. 109
Using Social Media in Your App Marketing	p. 111
Selecting Your Social Media Tools	p. 114
Using Facebook	p. 115
Tweeting	p. 118
Using Blogs	p. 120
Using LinkedIn	p. 121
Using YouTube	p. 123
Summary	p. 124
Timing Your Marketing Activities	p. 125
App Buying Cycles	p. 126
Winning Marketing Activities	p. 129
Timing the Launch of Your App	p. 130
Summary	p. 132
Getting the Word Out About Your App	p. 135
When to Write a Press Release	p. 136
Do You Have What It Takes?	p. 138
Writing Your Press Release	p. 139
Embedded Links	p. 145
Attaching Multimedia to Your Press Release	p. 146
Press Release Signature	p. 147
Publishing and Distributing Your Press Release	p. 148
Summary	p. 150
Pricing Your iPhone/iPad App
Pricing Your App	p. 153
Competing Against Free Apps	p. 155
Some Pricing Misconceptions	p. 158
Offer a Free Version of Your App	p. 160
Setting Your App's Price	p. 160
Summary	p. 166
Conducting an App Pricing Analysis	p. 167
Cost/Benefit Analysis	p. 168
Breakeven Analysis	p. 175
Summary	p. 177
Selling Value over Price	p. 179
Selling Value	p. 182
Additional Thoughts on Selling Value	p. 186
Summary	p. 188
Breaking into the App Store Top 100	p. 189
Develop a Great App	p. 190
Beat Up Your App...Mercilessly	p. 192
Have Friends in High Places	p. 192
Cross-Promote	p. 194
Keep the Size Under 20MB	p. 194
Price It Right	p. 195
Integrate Your App with Other Apps	p. 195
Optimize Your Web and App Store Copy	p. 196
Develop Your Brand and Promote It Like Crazy	p. 196
Reach Out to Apple	p. 198
Summary	p. 199
Level the Playing Field with a Free App	p. 201
Build a Paid App-Standalone	p. 203
Build a Free App, Build a Following	p. 204
Build a Paid App and a Free App at the Same Time	p. 206
Free Apps with Ads	p. 209
Can iAds Help You to Monetize Your App?	p. 211
Summary	p. 213
The App Pricing Roller Coaster	p. 215
Raising Your Price	p. 217
Lowering Your Price	p. 218
Temporary Price Drops	p. 220
Value-Add Sales	p. 221
Launch Your App Free for a Limited Time	p. 222
Summary	p. 222
App Promotions and Cross-Selling	p. 223
Promotional Marketing for iPhone/iPad Apps	p. 224
Cross-Selling	p. 227
Summary	p. 233
Using iPhone/iPad Analytics	p. 235
Analytics Components	p. 236
Utilize Paid Ad Campaigns	p. 240
Top Analytics Vendors	p. 240
Analytics and Privacy	p. 244
Summary	p. 245
Implement a Marketing Plan/Launch Your App
Why Have a Marketing Plan?	p. 249
Top 10 Reasons Why You Should Have an App Marketing Plan	p. 250
Summary	p. 256
Components of an App Marketing Plan	p. 257
Marketing Goals and Objectives	p. 259
Market Analysis	p. 260
Business Environment	p. 261
Strengths, Weaknesses, Opportunities, and Threats Analysis	p. 262
Marketing Focus	p. 264
Financial Information	p. 265
Marketing Calendar	p. 265
Summary	p. 268
Marketing Essentials and the Right Mix	p. 269
Keep Your App Store Content New and Exciting	p. 270
How Much Should I Spend?	p. 270
Striking a Balance	p. 271
Summary	p. 274
25 Essential iPhone/iPad Marketing Activities	p. 275
Delivering Your iPhone/iPad App to the World	p. 276
iPhone/iPad Pricing and Promotions	p. 279
App Product Website	p. 280
Social Media Marketing	p. 281
Other App Marketing Activities	p. 283
Summary	p. 285
Implementing Your Plan	p. 287
Determine Goals for the Marketing Campaign-What Results Do You Hope to Achieve?	p. 288
Establish Measurement Criteria	p. 289
Gather Prospects to Target for Campaign	p. 290
Tracking Results-Measuring Marketing ROI	p. 290
Managing Your App Marketing Activities	p. 291
Summary	p. 293
iPhone/iPad Apps for Corporate Marketing	p. 295
Is an iPhone/iPad App Right for Your Company?	p. 297
Build an App to Extend/Reignite the Brand	p. 298
Apps to Extend a Web-based Product's Use	p. 301
Summary	p. 305
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