mobile marketing: why you aren't done when you finish the app
Post on 11-Sep-2014
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Why You Aren't Done When the App is in the Store?
Vanessa Estorach
@vestorach #nsbarcelona
@vestorach #NSBarcelona
I have the answer…
iOS October 22, 2013 1,000,000
Android January, 2014 1,023,902
Windows Phone December, 2013 200,000
You don’t want to be…
Can I really do something?
@vestorach #NSBarcelona
Who am I?
I’m Vanessa Estorach e-growing.com
#Entrepreneur
#SocialMediaEnthusiast
#MobileSensei #CookingLover #Strategist
#Traveller
@vestorach #NSBarcelona
Why are you here?
Make more €€€
Make your app stand out
Just Curious
Other…
You don’t KNOW…
Let’s start!
Do you know him?
@vestorach #NSBarcelona
I want you to watch a very short video…
He has…
GOAL
PRODUCT
He has NO…
DESIGN
COMMUNICATION
You have…
GOAL
PRODUCT [App]
€€€
Very important thing!
@vestorach #NSBarcelona
Exposure
2 Secret Ingredients…
Conversions
Communication Design
€=
Let’s get started!
@vestorach #NSBarcelona
How can you promote your APPs?
Inside the app Outside the app
@vestorach #NSBarcelona
How can you promote your APPs?
Inside the app
NAME
SCREENSHOTS
DESCRIPTION
KEYWORDS
REVIEWS
ICON
@vestorach #NSBarcelona
How can you promote your APPs?
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
@vestorach #NSBarcelona
Let’s start with…
Inside the app
¡Hola que ASO!
App Store Optimization
What do you see?
What do you really see?
App Name
How do you choose it?
#1 I just make it up
#2 Brainstorming with your colleagues
#3 I do some research and I see my
competitors’ names
My recommendation:
Follow the 3 steps
And always include keywords
Because keywords influence your
app rank!
App Icon
Do you see the difference?
@vestorach #NSBarcelona
Recommendations
#1 Never include words
#2 Keep it simple
#3 Icon/App consistency
With a good icon…
… you convince us to open your app
App Screenshots
@vestorach #NSBarcelona
“A Picture is Worth a Thousand Words”
@vestorach #NSBarcelona
Never post your screenshots naked
#1 Mix them
#2 Write on them
#3 Play with them
IT’S YOUR FIRST IMPRESSION!
Design has HIGH IMPACT
App Description
@vestorach #NSBarcelona
Remember
#1 We are lazy… We only read the first 2 or 3 lines of
the description
#2 In Android apps: Include keywords!
App Keywords
What tools can we use?
- Similar to the old Google Keyword Tool - Not 100% perfect - Free - Very easy to use
http://www.straply.com/
- Suggest competitors keywords - Suggest some top keywords for your app - Relevant information (from the App Store)
http://www.appcodes.com/
- Track your rankings - Compare your progress with your competitors - Identify relevant keyword
http://www.mobiledevhq.com/
App Reviews
How can you get them?
@vestorach #NSBarcelona
#1 Ask your colleagues
@vestorach #NSBarcelona
#2 Get your app reviewed
Don’t forget in your mail:
• App name
• Link to your app
• Description
• Screenshots
• Video
• Price
• Contact information
• Promocode
Popular Review Sites:
• Macworld.com
• Tuaw.com
• Macrumors.com
• Arstechnica.com
• Engadget.com
• Mactech.com
@vestorach #NSBarcelona
#3 Pay for reviews
@vestorach #NSBarcelona
Exposure
To sum up…
Conversions €= NAME
DESCRIPTION KEYWORDS
REVIEWS SCREENSHOTS
ICON
ASO is like going out…
… If you don’t interact, you won’t get the girl
@vestorach #NSBarcelona
Let’s interact!
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
Web Page
@vestorach #NSBarcelona
Why?
@vestorach #NSBarcelona
Why?
#1 Before downloading the app… web research!
#2 Somewhere to contact you
#3 Build your Brand
@vestorach #NSBarcelona
Use pre-design-mobile-optimized templates
@vestorach #NSBarcelona
We are SOCIAL
@vestorach #NSBarcelona
Social Media
@vestorach #NSBarcelona
At least…
Mentions
Explain new features
Ads
Do you know?
CPM
CPC
CPI
#1 Mobile Ad Networks
You can use them to…
Monetize your Apps
Advertise your Apps
ADMOB
REVMOB
CHARTBOOST
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
AdMob iOS, Android,
Windows
Phone
CPC Banner, Smart
Banner,
Interstitial,
Search, Table
Characteristics - best integration - low revenue - support is hard to reach.
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
Chartboost iOS, Android CPC, CPI Interstitial
Characteristics - the solution for game developers - optimize your revenue - easy integration - The ads are mostly about downloading another new game
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
RevMob iOS, Android CPI Banner, Interstitial
Characteristics - high revenue - easy integration - SDK that supports game engine
#2 Incentivized Download
TAPJOY
@vestorach #NSBarcelona
Network Platform Known Model Supported Ad
Format
Tapjoy iOS, Android,
Windows
Phone
CPI Banner,
Interstitial,
Video, Offer
Wall
Characteristics - they offer the gamers the chance to earn virtual currency by performing real-world action - Over 77 million monthly active users are on Tapjoy - Apple has banned it (access with web)
#3 Free Cross-Promotion
How?
with Your Own Apps
with Other Developers’ Apps
PR
@vestorach #NSBarcelona
Which one?
#1 Google it!
#2 Where you’d like to be published?
#3 Where are your competitors?
@vestorach #NSBarcelona
How can you reach them?
With a Press Release that should contain:
App name
Link to your app
Description
Screenshots
Video
Price
Contact information
Promocode
@vestorach #NSBarcelona
Are they going to publish me?
The first time for sure, NOT.
You FIRST have to establish a relationship with the blogger or journalist.
@vestorach #NSBarcelona
Exposure
To sum up…
Conversions €= NAME
SCREENSHOTS DESCRIPTION
KEYWORDS REVIEWS
ICON WEB PAGE
SOCIAL MEDIA ADS
PR
@vestorach #NSBarcelona
Ask yourself: “Am I…?”
• Telling a story?
• Investing in design?
• Researching keywords?
• Socializing my app?
• Building a brand?
• Investing in ads?
But always with a…
Exemple of No Planning
Exemple of Planning
#1 #2 #3 #4
@vestorach #NSBarcelona
Exposure
You know the secret formula…
Conversions
Communication Design
€=
Experiment!
#1 Plan
#2 Test
#3 Measure
#4 Repeat & Improve
THANK YOU!
Keep the conversation on
@vestorach
vestorach@e-growing.com
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