iPhone and iPad Apps Marketing

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

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Description

The Easy, Step-by-Step Guide to Marketing Your iPhone/iPad Apps-Now Fully Updated!

Grab your share of the multibillion-dollar iPhone/iPad app market! Top mobile app marketer Jeffrey Hughes will show you how to create an app that will sell, find customers who'll buy it, and motivate them to lay down their hard-earned cash, right now! Don't just throw your app out there; learn how to get noticed and make sales no matter how crowded the App Store gets! Completely revised for today's iPhone/iPad marketplace, this book walks you through building a winning marketing plan, positioning your app, crafting your message, using the latest social marketing techniques, connecting with your best customers, and more! Absolutely no marketing experience is needed. With plenty of examples, screen shots, and step-by-step directions, this book makes iPhone/iPad app marketing easy!



You'll Learn How To:

* Create an app with unique value to customers who'll pay for it

* Cut through the clutter in an App Store with more than 475,000 apps

* Target and segment your audience-and reach it with pinpoint accuracy

* Identify your true competitors, learn from them, and successfully sell against them

* Use social media to build strong relationships with thousands of potential buyers

* Learn how to maximize social media tools such as Facebook, Twitter, and YouTube and gain the exposure your app needs

* Create an integrated, consistent total message: naming, icons, graphics, website, App Store text, and more

* Utilize social media to generate positive word-of-mouth

* Get promoted in traditional media at surprisingly low costs

* Time your launch and marketing activities for maximum impact

* Write, publish, and distribute winning press releases

* Price your app carefully and adjust pricing to maximize long-term revenue
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Product details

  • Paperback | 336 pages
  • 150 x 228 x 20mm | 479.99g
  • Que Corporation,U.S.
  • Indianapolis, IN, United States
  • English
  • 2nd edition
  • w. figs.
  • 0789748339
  • 9780789748331
  • 1,198,332

Table of contents

Introduction 1



Part I: Your Marketing Message 7


Chapter 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 18

The No Win-Strikeout 20

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

Summary 23



Chapter 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

Winning Game Apps 35

Summary 35



Chapter 3: Identifying Your App's Unique Value 37

The Four Question 39

Who Are Your Competitors? 40

Identifying Your Competition 42

Learning from Your Competition 45

What Are the Key Features of Your iPhone/iPad App? 47

What Are the Benefits of Your iPhone/iPad App? 48

What's Unique About Your App? 50

Summary 51

Competitive Worksheet 52



Chapter 4: Identifying Your Target Audience 55

Refining Your Audience 57

Segmenting Your Market 57

Picking Your Market 62

Targeting Your Market 63

Summary 65



Chapter 5: Building Your App's Total Message 67

Choose an Effective App Name 70

App Store Text: Lighten It Up 77

Make Graphics Your Focal Point 79

Make Your App's Icon Jump 80

Build a Simple, Clean Product Website 82

Strive for Immediate Positive Reviews 85

Summary 86



Part II: Delivering Your Message 87


Chapter 6: Electronic Word of Mouth 89

Positive External Reviews 92

Coordinated Marketing Effort 94

Generating Demand 95

Reaching Interested Buyers 96

Choosing the Right Delivery Methods 96

Three Key Areas 97

Direct Marketing for Your App 97

Summary 109



Chapter 7: Using Social Media in Your App Marketing 111

Selecting Your Social Media Tools 114

Using Facebook 115

Tweeting 118

Using Blogs 120

Using LinkedIn 121

Using YouTube 123

Summary 124



Chapter 8: Timing Your Marketing Activities 125

App Buying Cycles 126

Winning Marketing Activities 129

Timing the Launch of Your App 130

Summary 132



Chapter 9: Getting the Word Out About Your App 135

When to Write a Press Release 136

Do You Have What It Takes? 138

Writing Your Press Release 139

Embedded Links 145

Attaching Multimedia to Your Press Release 146

Press Release Signature 147

Publishing and Distributing Your Press Release 148

Summary 150



Part III: Pricing Your iPhone/iPad App 151


Chapter 10: Pricing Your App 153

Competing Against Free Apps 155

Some Pricing Misconceptions 158

Offer a Free Version of Your App 160

Setting Your App's Price 160

Summary 166



Chapter 11: Conducting an App Pricing Analysis 167

Cost/Benefit Analysis 168

Breakeven Analysis 175

Summary 177



Chapter 12: Selling Value over Price 179

Selling Value 182

Additional Thoughts on Selling Value 186

Summary 188



Chapter 13: Breaking into the App Store Top 100 189

Develop a Great App 190

Beat Up Your App...Mercilessly 192

Have Friends in High Places 192

Cross-Promote 194

Keep the Size Under 20MB 194

Price It Right 195

Integrate Your App with Other Apps 195

Optimize Your Web and App Store Copy 196

Develop Your Brand and Promote It Like Crazy 196

Reach Out to Apple 198

Summary 199



Chapter 14: Level the Playing Field with a Free App 201

Build a Paid App-Standalone 203

Build a Free App, Build a Following 204

Build a Paid App and a Free App at the Same Time 206

Free Apps with Ads 209

Can iAds Help You to Monetize Your App? 211

Summary 213



Chapter 15: The App Pricing Roller Coaster 215

Raising Your Price 217

Lowering Your Price 218

Temporary Price Drops 220

Value-Add Sales 221

Launch Your App Free for a Limited Time 222

Summary 222



Chapter 16: App Promotions and Cross-Selling 223

Promotional Marketing for iPhone/iPad Apps 224

Cross-Selling 227

Summary 233



Chapter 17: Using iPhone/iPad Analytics 235

Analytics Components 236

Utilize Paid Ad Campaigns 240

Top Analytics Vendors 240

Analytics and Privacy 244

Summary 245



Part IV: Implement a Marketing Plan/Launch Your App 247


Chapter 18: Why Have a Marketing Plan? 249

Top 10 Reasons Why You Should Have an App Marketing Plan 250

Summary 256




Chapter 19: Components of an App Marketing Plan 257

Marketing Goals and Objectives 259

Market Analysis 260

Business Environment 261

Strengths, Weaknesses, Opportunities, and Threats Analysis 262

Marketing Focus 264

Financial Information 265

Marketing Calendar 265

Summary 268



Chapter 20: Marketing Essentials and the Right Mix 269

Keep Your App Store Content New and Exciting 270

How Much Should I Spend? 270

Striking a Balance 271

Summary 274



Chapter 21: 25 Essential iPhone/iPad Marketing Activities 275

Delivering Your iPhone/iPad App to the World 276

iPhone/iPad Pricing and Promotions 279

App Product Website 280

Social Media Marketing 281

Other App Marketing Activities 283

Summary 285



Chapter 22: Implementing Your Plan 287

Determine Goals for the Marketing Campaign-What Results Do You Hope to Achieve? 288

Establish Measurement Criteria 289

Gather Prospects to Target for Campaign 290

Tracking Results-Measuring Marketing ROI 290

Managing Your App Marketing Activities 291

Summary 293



Chapter 23: iPhone/iPad Apps for Corporate Marketing 295

Is an iPhone/iPad App Right for Your Company? 297

Build an App to Extend/Reignite the Brand 298

Apps to Extend a Web-based Product's Use 301

Summary 305
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About Jeffrey Hughes

Jeffrey Hughes is the creator and lead instructor for Xcelme's (www.xcelme.com) iPhone and iPad App Marketing course, which has helped hundreds of independent developers market their iPhone and iPad apps effectively in a very competitive market. He has two decades of experience as a marketer, publisher, and speaker, working with high tech companies including McAfee, Blue Coat, and Novell.



Jeffrey consults and gives seminars around the world to developers, corporations, and universities on how to position their apps, improve their marketing approach, and win new customers. Hughes is the author of 13 books including Android Apps Marketing: Secrets to Selling Your Android App. Hughes has a B.S. degree in marketing and 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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