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

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2010-04-12
  • Publisher: Que Publishing
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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.

Table of Contents

Introductionp. 1
Your Marketing Messagep. 4
Delivering Your Messagep. 4
Pricing Your iPhone/iPad Appp. 5
Implement a Marketing Plan/Launch Your Appp. 6
Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits?p. 9
We've Seen This Movie Beforep. 10
The Big Win—Grand Slamp. 14
The Steady Win—Base Hitsp. 17
The No Win—Strikeoutp. 19
Benefits/Drawbacks of the Big Win and Steady Win Strategiesp. 21
What Makes a Winning iPhone/iPad App?p. 25
Build Something Uniquep. 26
Deliver New Featuresp. 28
Tie Your App into Trends and Newsp. 30
Tie into Seasons and Holidaysp. 32
Tie Your App to Part of a Wider Solutionp. 32
Apps Created from Other Platformsp. 33
Identifying Your App's Unique Valuep. 37
The Four Questionsp. 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 Audiencep. 55
Refining Your Audiencep. 57
Segmenting Your Marketp. 57
Targeting Your Marketp. 63
Building Your App's Total Messagep. 67
Choose an Effective App Namep. 70
Basic App Namingp. 73
Get Creativep. 74
Search for Synonymsp. 75
Use Google to Helpp. 75
Select and Test Your App Namesp. 76
App Store Text: Lighten It Upp. 76
Make Graphics Your Focal Pointp. 78
Make Your App's Icon Jumpp. 79
Build a Simple, Clean Product Websitep. 81
Who Is Your Audience?p. 81
Developing Great Web Copyp. 82
Make Your Content Usablep. 83
Strive for Immediate Positive Reviewsp. 83
Electronic Word of Mouthp. 87
Positive External Reviewsp. 90
Coordinated Marketing Effortp. 92
Generating Demandp. 93
Reaching Interested Buyersp. 94
Choosing the Right Delivery Methodsp. 94
Three Key Areasp. 95
Direct Marketing for Your Appp. 95
Direct Mailp. 95
Emailp. 96
Promoting Your Appp. 98
Your App in Traditional Media (Newspapers, Radio, TV)p. 98
Advertising Your Appsp. 101
Paid Searchp. 103
Online Advertisingp. 105
Building a Communityp. 105
Using Social Media in Your App Marketingp. 109
Selecting Your Social Media Toolsp. 112
Using Facehookp. 113
Your Facebook Marketing Objectivesp. 113
Using Twitterp. 115
Using Blogsp. 117
Using RSSp. 119
Using LinkedInp. 119
Using YouTubep. 120
Video Basicsp. 121
Timing Your Marketing Activitiesp. 123
App Buying Cyclesp. 124
Is Your App Seasonal?p. 125
Hitting the Grand Slamp. 126
Timing the Launch of Your Appp. 128
Submitting Your App for Reviewp. 129
Getting the Word Out About Your Appsp. 131
When to Write a Press Releasep. 132
Do You Have What It Takes?p. 133
Writing Your Press Releasep. 135
The Anatomy of a Press Releasep. 136
Developing the Body Copyp. 140
Embedded Linksp. 141
Attaching Multimedia to Your Press Releasep. 142
Press Release Signaturep. 143
Publishing and Distributing Your Press Releasep. 144
When to Launch Your Press Releasep. 145
Pricing Your Appp. 147
Competing Against Free Appsp. 149
Be Foundp. 150
Make Your App Betterp. 150
Make Your App More Intuitivep. 151
Provide Better Graphicsp. 151
Create Documentationp. 151
Offer Some Technical Supportp. 151
Develop a Reputation for Customer Servicep. 152
Go Viralp. 152
Some Pricing Misconceptionsp. 152
Offer a Free Version of Your Appp. 154
Setting Your App's Pricep. 155
Conducting an App Pricing Analysisp. 161
Cost/Benefit Analysisp. 162
Quantifying App Development Costsp. 163
Quantifying the Benefitsp. 166
Performing a Cost/Benefit Comparisonp. 167
Breakeven Analysisp. 168
Some Caveatsp. 170
Selling Value over Pricep. 171
Selling Valuep. 173
Selling Qualityp. 174
Selling Usefulnessp. 175
Selling Return on Investmentp. 175
Additional Thoughts on Selling Valuep. 177
Breaking into the App Store Top 100p. 181
Develop a Great Appp. 182
Beat Up Your App Mercilesslyp. 183
Have Friends in High Placesp. 184
Cross-Promotep. 185
Price It Rightp. 186
Integrate Your App with Other Appsp. 186
Optimize Your Web and App Store Copyp. 187
Develop Your Brand and Promote It Like Crazyp. 188
Reach Out to Applep. 189
Level the Playing Field with a Free Appp. 191
Build a Paid App—Standalonep. 193
Build a Free App, Build a Followingp. 194
Build a Paid App and a Free App at the Same Timep. 195
In-App Purchasesp. 197
Free Apps with Adsp. 198
From Paid to Freep. 200
The App Pricing Roller Coasterp. 203
Raising Your Pricep. 205
Lowering Your Pricep. 205
Temporary Price Dropsp. 208
Value-Add Salesp. 209
App Promotions and Cross-Sellingp. 211
Promotional Marketing for iPhone/iPad Appsp. 212
Cross-Selling and Up-Sellingp. 216
Up-Sellingp. 220
Using iPhone/iPad Analyticsp. 223
Analytics Componentsp. 224
Track Your App's Salesp. 224
Track Your App's Locationp. 224
Track Your App's Usagep. 225
Track Specific App Eventsp. 225
Measure App Interface Patternsp. 226
Top Analytics Vendorsp. 226
Flurry/Pinch Mediap. 226
Mobclixp. 228
Analytics and Privacyp. 229
Managing a User's Privacy Expectationsp. 230
Why Have a Marketing Plan?p. 233
Top 10 Reasons Why You Should Have an App Marketing Planp. 234
Focuses Your Target Marketp. 235
Allocates Marketing Fundsp. 235
Measures Your Progressp. 236
Provides a Roadmap for Growthp. 236
Helps You Obtain Fundingp. 237
Coordinates Your App Launchesp. 237
Sets Realistic Sales Targetsp. 238
Evaluates Your Competitorsp. 239
Sets Prices and Defines Promotionsp. 240
Defines a Strong Value Propositionp. 240
Components of an App Marketing Planp. 241
Marketing Goals and Objectivesp. 243
Product Objectivesp. 243
Your iPhone/iPad App Sales Objectivesp. 243
Profit Objectivesp. 244
Pricing Objectivesp. 244
Market Analysisp. 244
Business Environmentp. 245
Demographicsp. 245
Competitionp. 245
Consumer Analysisp. 246
Strengths, Weaknesses, Opportunities, and Threats Analysisp. 246
Strengthsp. 246
Weaknessesp. 247
Opportunitiesp. 247
Threatsp. 247
Marketing Focusp. 247
Your App's Functionalityp. 248
Promotionsp. 248
Pricep. 248
Financial Informationp. 249
Marketing Calendarp. 249
Marketing Essentialsp. 253
Write About What's New and Excitingp. 254
Striking a Balancep. 254
25 Essential iPhone/iPad Marketing Activitiesp. 259
Delivering Your iPhone/iPad App to the Worldp. 260
Seek Reviews from Any Site That Matches Your App's Categoryp. 260
Showcase Your App on the App Storep. 260
Use Press Releases Consistentlyp. 261
Market Through Emailp. 261
Use Word of Mouthp. 261
Use Targeted Advertisingp. 262
Use Analytics for Your Appsp. 262
iPhone/iPad Pricing and Promotionsp. 262
Develop a Pricing Strategyp. 262
Promote from Ads Within Other Appsp. 263
App Product Websitep. 263
Increase Your Website SEOp. 263
Let Visitors Market Your Sitep. 264
Social Media Marketingp. 264
Promote Through YouTubep. 264
Promote Through LinkedInp. 264
Promote Through Blogsp. 265
Create a Facebook Fan Pagep. 265
Create Digg Articles and Videosp. 265
Visit Forums and Post Commentsp. 266
Other App Marketing Activitiesp. 266
Create Trial and Paid App Versionsp. 266
Secure App Launch Sponsorshipsp. 266
Continuously Improve Featuresp. 266
Collaborate with Other Peoplep. 267
Seek Non-App Review Sites for Your Appp. 267
Exchange Ad Spacep. 267
Create an Icon Worth Rememberingp. 268
Determine Your App's Unique Valuep. 268
Implementing Your Planp. 269
Determine Goals for the Campaign—What Results Do You Hope to Achieve?p. 270
Establish Measurement Criteriap. 271
Gather Prospects to Target for Campaignp. 271
Tracking Results—Measuring Marketing ROIp. 272
Managing Your App Marketing Activitiesp. 273
iPhone/iPad Apps for Corporate Marketingp. 275
Is an iPhone/iPad App Right for Your Company?p. 276
Build an App to Extend/Reignite the Brandp. 278
Apps to Extend a Web-Based Product's Usep. 279
NetSuitep. 282
Fidelity Investmentsp. 282
Woodforest Mobile Bankingp. 283
Chipotlep. 283
Indexp. 287
Table of Contents provided by Ingram. All Rights Reserved.

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