iPhone and iPad Apps Marketing

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

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The Easy, Complete, Step-by-Step Guide to Marketing Your iPhone/iPad Apps!

There are huge profits to be made in selling iPhone and iPad apps! But with more than 180,000 + apps now available, just getting your app into the App Store is no longer enough. You need to market it effectively. Don't know much about marketing? Don't worry: This book gives you all the tools you'll need. Top iPhone and iPad apps marketing consultant Jeffrey Hughes walks you through building a winning marketing plan, positioning highly competitive apps, choosing your message, building buzz, and connecting with people who'll actually buy your app. With plenty of examples and screen shots, this book makes iPhone and iPad apps marketing easy!



You'll Learn How To



Identify your app's unique value, target audience, and total message
Understand the App Store's dynamics and choose the right strategy to cut through clutter
Set the right price for your app
Get App Store and third-party reviewers to recommend your apps
Write effective press releases for your apps and time your publicity for maximum effectiveness
Blog about your app and get the attention of influential bloggers
Use Facebook, Twitter, and other social media to generate word-of-mouth buzz
Use promotions and cross-marketing, just like professional marketers do
Build an audience that will buy your next app, too!
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Product details

  • Paperback | 312 pages
  • 149.86 x 226.06 x 20.32mm | 430.91g
  • Que Corporation,U.S.
  • Indianapolis, IN, United States
  • English
  • 0789744279
  • 9780789744272
  • 545,897

Back cover copy

The Easy, Complete, Step-by-Step Guide to Marketing Your iPhone/iPad Apps!There are huge profits to be made in selling iPhone and iPad apps! But with more than 180,000 + apps now available, just getting your app into the App Store is no longer enough. "You need to market it effectively. "Don't know much about marketing? Don't worry: This book gives you all the tools you'll need. Top iPhone and iPad apps marketing consultant Jeffrey Hughes walks you through building a winning marketing plan, positioning highly competitive apps, choosing your message, building buzz, and connecting with people who'll actually buy your app. With plenty of examples and screen shots, this book makes iPhone and iPad apps marketing easy! You'll Learn How ToIdentify your app's unique value, target audience, and total messageUnderstand the App Store's dynamics and choose the right strategy to cut through clutterSet the right price for your appGet App Store and third-party reviewers to recommend your appsWrite effective press releases for your apps and time your publicity for maximum effectivenessBlog about your app and get the attention of influential bloggersUse Facebook, Twitter, and other social media to generate word-of-mouth buzzUse promotions and cross-marketing, just like professional marketers doBuild an audience that will buy your next app, too!
show more

Table of contents

Introduction 1

Part I: Your Marketing Message 4

Part II: Delivering Your Message 4

Part III: Pricing Your iPhone/iPad App 5

Part IV: Implement a Marketing Plan/Launch Your App 6



1 Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits? 9

We've Seen This Movie Before 10

The Big Win--Grand Slam 14

The Steady Win--Base Hits 17

The No Win--Strikeout 19

Benefits/Drawbacks of the Big Win and Steady Win Strategies 21



2 What Makes a Winning iPhone/iPad App? 25

Build Something Unique 26

Deliver New Features 28

Tie Your App into Trends and News 30

Tie into Seasons and Holidays 32

Tie Your App to Part of a Wider Solution 32

Apps Created from Other Platforms 33



3 Identifying Your App's Unique Value 37

The Four Questions 39

Who Are Your Competitors? 40

What Are the Key Features of Your iPhone/iPad App? 48

What Are the Benefits of Your iPhone/iPad App? 49

What's Unique about Your App? 49



4 Identifying Your Target Audience 55

Refining Your Audience 57

Segmenting Your Market 57

Targeting Your Market 63



5 Building Your App's Total Message 67

Choose an Effective App Name 70

Basic App Naming 73

Get Creative 74

Search for Synonyms 75

Use Google to Help 75

Select and Test Your App Names 76

App Store Text: Lighten It Up 76

Make Graphics Your Focal Point 78

Make Your App's Icon Jump 79

Build a Simple, Clean Product Website 81

Who Is Your Audience? 81

Developing Great Web Copy 82

Make Your Content Usable 83

Strive for Immediate Positive Reviews 83



6 Electronic Word of Mouth 87

Positive External Reviews 90

Coordinated Marketing Effort 92

Generating Demand 93

Reaching Interested Buyers 94

Choosing the Right Delivery Methods 94

Three Key Areas 95

Direct Marketing for Your App 95

Direct Mail 95

Email 96

Promoting Your App 98

Your App in Traditional Media (Newspapers, Radio, TV) 98

Advertising Your Apps 101

Paid Search 103

Online Advertising 105

Building a Community 105



7 Using Social Media in Your App Marketing 109

Selecting Your Social Media Tools 112

Using Facebook 113

Your Facebook Marketing Objectives 113

Using Twitter 115

Using Blogs 117

Using RSS 119

Using LinkedIn 119

Using YouTube 120

Video Basics 121



8 Timing Your Marketing Activities 123

App Buying Cycles 124

Is Your App Seasonal? 125

Hitting the Grand Slam 126

Timing the Launch of Your App 128

Submitting Your App for Review 129



9 Getting the Word Out About Your Apps 131

When to Write a Press Release 132

Do You Have What It Takes? 133

Writing Your Press Release 135

The Anatomy of a Press Release 136

Developing the Body Copy 140

Embedded Links 141

Attaching Multimedia to Your Press Release 142

Press Release Signature 143

Publishing and Distributing Your Press Release 144

When to Launch Your Press Release 145



10 Pricing Your App 147

Competing Against Free Apps 149

Be Found 150

Make Your App Better 150

Make Your App More Intuitive 151

Provide Better Graphics 151

Create Documentation 151

Offer Some Technical Support 151

Develop a Reputation for Customer Service 152

Go Viral 152

Some Pricing Misconceptions 152

Offer a Free Version of Your App 154

Setting Your App's Price 155



11 Conducting an App Pricing Analysis 161

Cost/Benefit Analysis 162

Quantifying App Development Costs 163

Quantifying the Benefits 166

Performing a Cost/Benefit Comparison 167

Breakeven Analysis 168

Some Caveats 170



12 Selling Value over Price 171

Selling Value 173

Selling Quality 174

Selling Usefulness 175

Selling Return on Investment 175

Additional Thoughts on Selling Value 177



13 Breaking into the App Store Top 100 181

Develop a Great App 182

Beat Up Your App Mercilessly 183

Have Friends in High Places 184

Cross-Promote 185

Price It Right 186

Integrate Your App with Other Apps 186

Optimize Your Web and App Store Copy 187

Develop Your Brand and Promote It Like Crazy 188

Reach Out to Apple 189



14 Level the Playing Field with a Free App 191

Build a Paid App--Standalone 193

Build a Free App, Build a Following 194

Build a Paid App and a Free App at the Same Time 195

In-App Purchases 197

Free Apps with Ads 198

From Paid to Free 200



15 The App Pricing Roller Coaster 203

Raising Your Price 205

Lowering Your Price 205

Temporary Price Drops 208

Value-Add Sales 209



16 App Promotions and Cross-Selling 211

Promotional Marketing for iPhone/iPad Apps 212

Cross-Selling and Up-Selling 216

Up-Selling 220



17 Using iPhone/iPad Analytics 223

Analytics Components 224

Track Your App's Sales 224

Track Your App's Location 224

Track Your App's Usage .225

Track Specific App Events 225

Measure App Interface Patterns 226

Top Analytics Vendors 226

Flurry/Pinch Media 226

Mobclix 228

Analytics and Privacy 229

Managing a User's Privacy Expectations 230



18 Why Have a Marketing Plan? 233

Top 10 Reasons Why You Should Have an App Marketing Plan 234

Focuses Your Target Market 235

Allocates Marketing Funds 235

Measures Your Progress 236

Provides a Roadmap for Growth 236

Helps You Obtain Funding 237

Coordinates Your App Launches 237

Sets Realistic Sales Targets 238

Evaluates Your Competitors 239

Sets Prices and Defines Promotions 240

Defines a Strong Value Proposition 240



19 Components of an App Marketing Plan 241

Marketing Goals and Objectives 243

Product Objectives 243

Your iPhone/iPad App Sales Objectives 243

Profit Objectives 244

Pricing Objectives 244

Market Analysis 244

Business Environment 245

Demographics 245

Competition 245

Consumer Analysis 246

Strengths,Weaknesses, Opportunities, and Threats Analysis 246

Strengths 246

Weaknesses 247

Opportunities 247

Threats 247

Marketing Focus 247

Your App's Functionality 248

Promotions 248

Price 248

Financial Information 249

Marketing Calendar 249



20 Marketing Essentials 253

Write About What's New and Exciting 254

Striking a Balance 254



21 25 Essential iPhone/iPad Marketing Activities 259

Delivering Your iPhone/iPad App to the World 260

Seek Reviews from Any Site That Matches Your App's Category 260

Showcase Your App on the App Store 260

Use Press Releases Consistently 261

Market Through Email 261

Use Word of Mouth 261

Use Targeted Advertising 262

Use Analytics for Your Apps 262

iPhone/iPad Pricing and Promotions 262

Develop a Pricing Strategy 262

Promote from Ads Within Other Apps 263

App Product Website 263

Increase Your Website SEO 263

Let Visitors Market Your Site 264

Social Media Marketing 264

Promote Through YouTube 264

Promote Through LinkedIn 264

Promote Through Blogs 265

Create a Facebook Fan Page 265

Create Digg Articles and Videos 265

Visit Forums and Post Comments 266

Other App Marketing Activities 266

Create Trial and Paid App Versions 266

Secure App Launch Sponsorships 266

Continuously Improve Features 266

Collaborate with Other People 267

Seek Non-App Review Sites for Your App 267

Exchange Ad Space 267

Create an Icon Worth Remembering 268

Determine Your App's Unique Value 268



22 Implementing Your Plan 269

Determine Goals for the Campaign--What Results Do You Hope to Achieve? 270

Establish Measurement Criteria 271

Gather Prospects to Target for Campaign 271

Tracking Results--Measuring Marketing ROI 272

Managing Your App Marketing Activities 273



23 iPhone/iPad Apps for Corporate Marketing 275

Is an iPhone/iPad App Right for Your Company? 276

Build an App to Extend/Reignite the Brand 278

Apps to Extend a Web-Based Product's Use 279

NetSuite 282

Fidelity Investments 282

Woodforest Mobile Banking 283

Chipotle 283



Index 287
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About Jeffrey Hughes

Jeffrey Hughes brings more than 18 years of industry passion as a marketer, publisher, and keynote speaker in high-technology industries, including such companies as McAfee, Blue Coat Systems, Webroot, Intel, and Novell. Hughes is the author of 10 technology books and numerous trade press articles on technology and marketing topics.



He is the developer and lead instructor for Xcelme's (www.xcelme.com) iPhone App Marketing, a course that has helped scores of developers learn how to market their iPhone/iPad apps the right way in a very competitive market.



Jeff is a frequent contributor to popular iPhone/iPad app sites including 148Apps.Biz, an iPhone development and news site. He has also consulted to a growing number of independent developers and small companies on how to launch and market their iPhone apps, offering marketing expertise and consulting services to help their apps gain maximum exposure. Hughes has a B.S. degree in marketing with a minor in computer science from Brigham Young University. He resides in Scottsdale, Arizona.
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Rating details

34 ratings
3.11 out of 5 stars
5 9% (3)
4 21% (7)
3 47% (16)
2 21% (7)
1 3% (1)
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