Marketing for App Developers / Release Notes 2017

Transcript

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