Have you ever wondered how to market an app for iOS and Android?
This session will take you through the basics from: App Store SEO, Social Media, Mobile Marketing Campaigns, even the often speculated QR code.
This session will also do an overview of free mobile marketing tools that can track your success.
Questions answered in this session:
- App Store SEO - How to optimize your app for maximum discoverability in iTunes and Google Play
- Social Media - How to use Facebook and Twitter to effectively market your app and communicate with your users
- Mobile Marketing - How to effectively run campaigns with no budget, or a huge budget - Ad network basics and contra deal partnerships
- QR Code - How to effectively use a QR code - How to make one that stands out from the pack (in a good way)
- Mobile Marketing Tools - Which (free) tools can you use to track your success and progress.
Kenny Norton is the Digital Marketing Manager at theScore, he manages and executes all social media and marketing for theScore App — one of the world’s leading and most downloaded sports apps. Once you build the next Instagram, or Flipboard you’ll be able you’ll be able to market it to the masses after attending this session.
You can follow him on Twitter here: http://twitter.com/kennynorton
You can connect with him on Linkedin here: http://linkedin.com/in/kennylnorton
Presented at Pod Camp Toronto 2013 February 23, 2013.
Biography Of Angeliki Cooney | Senior Vice President Life Sciences | Albany, ...
Ok, I’ve Got An App. Now How Do I Market It? - Mobile Marketing Basics.
1. Ok, I’ve Got an App —
Now How Do I Market it?
Mobile Marketing Basics
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2. Who am I?
• Kenny Norton
• Digital Marketing Manager @ theScore
• Former Sysomos Employee
• Former RIM / BlackBerry employee
• Passionate in Mobile / Digital – Driving Growth
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5. The Basics
• Assumption: you or your company have an
app or will have one
• Have a website / micro-site that shows off
the app and it’s capabilities
• Have a video if possible to show off
capabilities
• Link to app store downloads, contact
options and social presences
@KennyNorton Pod Camp Toronto 2013
8. App Store SEO
• App Store SEO aka “ASO” – App Store
Optimization
• Increase your app’s discoverability via
search
• Different for iTunes App Store and Android
Google Play Store
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9. Apple App Store
• Key word section is very important
– Don’t use spaces (score,sports = score, sports)
– Don’t bother with plurals (SCORE = Score and
Scores)
• Doesn’t matter how many times you write a word
in the description
• Keywords and screenshots only updated with an
app submission
• App submission process (5-10 business days)
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10. Google Play
• No key word area
– The 5 Times Rule: the more you mention a keyword the
more you will rank for that key word in search (up to 5
times) – Don’t key word dump.
• The name of the app
– Use keywords if possible.
• For example: theScore: Sports and Scores is > theScore
• Track!
– Some key word changes can increase by 100’s of spots
• Demo video
• Can change all of the above very quickly with little review time
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11. App Store Basic Tips
• Have GOOD screenshots of the best / most
visual parts of your app
• Have an excellent logo. This is your brand to
the user – does it relate to the app?
• Pay very close attention to your user ratings –
if people discover you and your ratings are
bad they’ll avoid you – wasted effort
• Ranks: Apple: “What have you done for me
lately.” Google: “What have you done for me.”
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12.
13. Social Media
• Sharing from your app to FB / Twitter –
increases discoverability – “Hey, what’s
that?”
• Customer Service Tool
• Potential inbound marketing tool
• Facebook App Center
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14. Facebook App Center
• Apps that have proper Facebook integration
• Convenient Send to Mobile Button
• Accurate insights – Shares, usage, conversions
• “Your friends are using it.”
• Incredibly targeted advertising for your app
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15.
16. QR Codes
• When is a QR code most effective?
– Print, signage, business cards etc.
Anything tangible
– Do not put it on TV, website – nobody will scan
• Make it worth it – give them some value
• Try app.lk from Distimo – free resource,
detects your mobile phone platform and
directs you to appropriate app store
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17. QR Codes – II
More Pointers
• Make sure the link is shortened, the longer
the link, the longer the load time for the user.
• Make sure it works! Test it!
• Call to action: “Scan to download”
• Make sure destination is mobile optimized
• Measure!
• If it’s to download your app, direct them
straight to the app store
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18. QR Codes – III
Get Creative
• Get creative. Not all QR codes need to be
boring.
• Small fee ~ $50-75
• QRLicious.com
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19.
20. Mobile Marketing
-No Budget
• Contra marketing – Promote another app / web
site within your app, and have them promote
your app
• Press Pickup – Reach out to influential mobile
blogs with a pitch for pick up on blogs like
“Android Central” can generate a huge spike in
downloads – Helps if you have a website / video
• Promote ALL the time
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21.
22. Mobile Marketing
-HUGE Budget
• Conversions = New Downloads
• Ask: Is a conversion worth it?
• Google Ad Words – Cheap at first and
require little set up but can be expensive
– Google Ad Words - Banner Ads, Text Ads,
YouTube Pre Roll
– Paid Ad network: Millennial, JumpTap etc.
• Approximately $2.00 on iOS, $1.75 on Android
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24. Mobile Marketing Tools
-ALL Free
• Tools to help you market your app
• Distimo – Tracks your downloads
• Bit.ly – Tracks clicks on links
• App.lk – Have Android / iOS? Use this to
detect and serve the right link
• App Annie – Get daily email breakdowns or
view international store ranks
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25. Distimo – App Store Downloads
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26. Bit.ly – Clicks. How many &
Where are they coming from?
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27. App.lk (via Distimo) – Mobile
Detection for multiple platforms
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28. App Annie – Daily app stats
delivered by email
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