marketing for mobile apps - tips and tricks

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Marketing For Mobile Apps - Tips & Tricks

Matthew Ho, CEO

1Monday, 3 December 2012

Intro• My company is Native Tongue.

• We make language learning fun fast and effective

• Our apps: Mandarin Madness, Spanish Smash, English Eruption, LP Cheat

• 12 apps in app store: iOS, Google Play, Amazon Kindle Fire, Nabi

2Monday, 3 December 2012

Rule #1

• There are no tricks

• Just blood, sweat and tears

• A year of learning

3Monday, 3 December 2012

Why did you download your last app?

4Monday, 3 December 2012

Content1. App icon

2. Screenshots

3. Reviews & Ratings

4. App store assets

5. App store optimisation

6. Analytics

7. Translations

8. PR5Monday, 3 December 2012

Many products competing for attention.Why will your product stand out?

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1. App icon design

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Instantly recognisable

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App Categories

• Icon is first thing that a consumer sees

• Displays icon, ratings, name, price

• Consumers are attracted to visually appealing icons

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• Design - texture, colours, red banner, star, 3D effect

• Stands out visually and can be recognised

• http://dribbble.com/shots/114537-Wunderlist-Icon

Wunderlist

11Monday, 3 December 2012

http://dribbble.com/shots/200993-Boxing-Glove-App-icon

http://dribbble.com/shots/150614-Boxing-Glove-iPhone-Icon

Look at icons on dribbble

12Monday, 3 December 2012

Tip: Study app icons

• Study popular app icons on:

• app store (look at top app categories)

• dribbble.com (http://dribbble.com/search?q=app+icons)

• scoutzie.com

• How does it stand out?

• Consider the overall design of the app

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2. App Store Screenshots

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Bravo (Temple Run) Uses text annotations to describe features

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Epoch by Uppercut Games (made in NSW, Australia!)

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iOS search results display

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21Monday, 3 December 2012

iOS6 mobile app store• Change in iOS6 app store search

results presentation

• Previously: stacking the apps up. Vertical scroll.

• Now: visual card style. Horizontal scroll

• First screenshot is even more important

• Consumers can decide based on image

22Monday, 3 December 2012

Tips

• Study what works for the top apps

• Communicate unique value proposition visually

• Tell a story with the screenshots

• 1st image is very important

• Can display 5 screenshots on iTunes

23Monday, 3 December 2012

Tips

• Use text annotations to communicate features / benefits

• Consumers look at images first before app description

• A/B test images

• Process of constant improvement

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3. Ratings & Reviews

25Monday, 3 December 2012

What influences you when you buy from a

vendor on ebay?

26Monday, 3 December 2012

Need to be 4 or 5 star app

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3.5 stars doesn’t cut it

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Request ratings• Typically bell curve distribution -1 or 5 star

ratings

• Request ratings from users

• Could be 5 plays or 50 plays

• Get more 5 star ratings from people that love your app

• Use Appirator (http://arashpayan.com/blog/2009/09/07/presenting-appirater/

31Monday, 3 December 2012

Customer feedback• Have a way for people to contact you -

send you their questions / feedback

• Listen to app store reviews

• Post feedback online - facebook, twitter, blog

• Post positive AND constructive feedback

• Address constructive feedback

• Turn negative reviewer into an advocate

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4. App store assets

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Video has5,500 views

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Google Play Assets

• Hi-res app icon

• Screenshots

• Feature graphics

• Promo graphics

• Video

• http://xayin.com/thisisatest.html

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5. App Store Optimisation

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Optimising name & description

• App name

• 11 - 14 characters incl spaces will display on iTunes app store

• Relevant keywords

• Do you appear in search results?

• “Mandarin Madness” to “Learn Chinese with Mandarin Madness”

39Monday, 3 December 2012

App Store Description

• Elevator sales pitch

• First two lines are critical

• Keyword density

• Reviews from articles, prominent people

• Separate paragraphs with symbols e.g ****

40Monday, 3 December 2012

http://www.apptamin.com/ASO_Cheat_Sheet-v2.2.pdf

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More resources

• http://copyhackers.com/2012/06/how-to-write-an-app-store-description-for-itunes/

• http://www.quora.com/What-are-some-tips-for-writing-amazing-App-Store-descriptions

• http://www.apptamin.com/blog/optimize-play-store-app/

• http://www.internetmarketingduru.com/app-marketing-how-to-write-a-killer-mobile-app-description/

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6. Analytics is your friend

• In-app-analytics: Flurry

• Sales analytics: App Annie, Mopapp, App figures

• App Annie: iTunes feature listings & daily email report of sales

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AppAnnie

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Mobile Metrics

• Retention rate

• # of sessions (weekly vs monthly)

• Time spent per session

• Comparison to industry averages in Flurry

• Upsell rate (dropbox 4%, evernote 3%)

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7. Translations• Not all app stores are in English

• Your customers might not understand English

• Need to translate your app description & in app text to multiple languages

• Use gengo.com for human powered translations

• From 6 cents (basic) to 17 cents (professional) per word

46Monday, 3 December 2012

How we use Gengo.com

• Native Tongue is a language learning company

• So we choose professional translation:

• Translator passes higher level of language testing and proof read by 2 translators

• API for string text (translate directly from website or app without manual effort)

• Can do 30+ translations from English

• 1 day delivery

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8. How to get PR

• Journalist don’t usually write about one app

• Write about segments of apps

• Introduce yourself to journalist

• Targeted and customised approach

• Follow up articles about other apps

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Media kit• Media kit can contain:

• Product pics: app icon, screenshots

• Photos of “everyday” people using the app

• Company logo

• FAQ & press release

• Enables journalist to have the info and assets they need for an article

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http://www.zillaapp.com/press/

50Monday, 3 December 2012

Mobile Marketing Meetup

http://mobilemarketingmeetupdec2012.eventbrite.com/

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How to contact me

• Matthew Ho, Native Tongue

• Email: hello@nativetongue.com

• twitter.com/inspiredworlds

• Personal blog: http://inspiredworlds.com

52Monday, 3 December 2012

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