iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps (Que Biz-Tech)

Table of Contents......Page 5
Introduction......Page 16
Part II: Delivering Your Message......Page 19
Part III: Pricing Your iPhone/iPad App......Page 20
Part IV: Implement a Marketing Plan/Launch Your App......Page 21
1 Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits?......Page 24
We’ve Seen This Movie Before......Page 25
The Big Win—Grand Slam......Page 29
The Steady Win—Base Hits......Page 32
The No Win—Strikeout......Page 34
Benefits/Drawbacks of the Big Win and Steady Win Strategies......Page 36
2 What Makes a Winning iPhone/iPad App?......Page 40
Build Something Unique......Page 41
Deliver New Features......Page 43
Tie Your App into Trends and News......Page 45
Tie Your App to Part of a Wider Solution......Page 47
Apps Created from Other Platforms......Page 48
3 Identifying Your App’s Unique Value......Page 52
The Four Questions......Page 54
Who Are Your Competitors?......Page 55
What Are the Key Features of Your iPhone/iPad App?......Page 63
What’s Unique about Your App?......Page 64
4 Identifying Your Target Audience......Page 70
Segmenting Your Market......Page 72
Targeting Your Market......Page 78
5 Building Your App’s Total Message......Page 82
Choose an Effective App Name......Page 85
Basic App Naming......Page 88
Get Creative......Page 89
Use Google to Help......Page 90
App Store Text: Lighten It Up......Page 91
Make Graphics Your Focal Point......Page 93
Make Your App’s Icon Jump......Page 94
Who Is Your Audience?......Page 96
Developing Great Web Copy......Page 97
Strive for Immediate Positive Reviews......Page 98
6 Electronic Word of Mouth......Page 102
Positive External Reviews......Page 105
Coordinated Marketing Effort......Page 107
Generating Demand......Page 108
Choosing the Right Delivery Methods......Page 109
Direct Mail......Page 110
Email......Page 111
Your App in Traditional Media (Newspapers, Radio, TV)......Page 113
Advertising Your Apps......Page 116
Paid Search......Page 118
Building a Community......Page 120
7 Using Social Media in Your App Marketing......Page 124
Selecting Your Social Media Tools......Page 127
Your Facebook Marketing Objectives......Page 128
Using Twitter......Page 130
Using Blogs......Page 132
Using LinkedIn......Page 134
Using YouTube......Page 135
Video Basics......Page 136
8 Timing Your Marketing Activities......Page 138
App Buying Cycles......Page 139
Is Your App Seasonal?......Page 140
Hitting the Grand Slam......Page 141
Timing the Launch of Your App......Page 143
Submitting Your App for Review......Page 144
9 Getting the Word Out About Your Apps......Page 146
When to Write a Press Release......Page 147
Do You Have What It Takes?......Page 148
Writing Your Press Release......Page 150
The Anatomy of a Press Release......Page 151
Developing the Body Copy......Page 155
Embedded Links......Page 156
Attaching Multimedia to Your Press Release......Page 157
Press Release Signature......Page 158
Publishing and Distributing Your Press Release......Page 159
When to Launch Your Press Release......Page 160
10 Pricing Your App......Page 162
Competing Against Free Apps......Page 164
Make Your App Better......Page 165
Offer Some Technical Support......Page 166
Some Pricing Misconceptions......Page 167
Offer a Free Version of Your App......Page 169
Setting Your App’s Price......Page 170
11 Conducting an App Pricing Analysis......Page 176
Cost/Benefit Analysis......Page 177
Quantifying App Development Costs......Page 178
Quantifying the Benefits......Page 181
Performing a Cost/Benefit Comparison......Page 182
Breakeven Analysis......Page 183
Some Caveats......Page 185
12 Selling Value over Price......Page 186
Selling Value......Page 188
Selling Quality......Page 189
Selling Return on Investment......Page 190
Additional Thoughts on Selling Value......Page 192
13 Breaking into the App Store Top 100......Page 196
Develop a Great App......Page 197
Beat Up Your App Mercilessly......Page 198
Have Friends in High Places......Page 199
Cross-Promote......Page 200
Integrate Your App with Other Apps......Page 201
Optimize Your Web and App Store Copy......Page 202
Develop Your Brand and Promote It Like Crazy......Page 203
Reach Out to Apple......Page 204
14 Level the Playing Field with a Free App......Page 206
Build a Paid App—Standalone......Page 208
Build a Free App, Build a Following......Page 209
Build a Paid App and a Free App at the Same Time......Page 210
In-App Purchases......Page 212
Free Apps with Ads......Page 213
From Paid to Free......Page 215
15 The App Pricing Roller Coaster......Page 218
Lowering Your Price......Page 220
Temporary Price Drops......Page 223
Value-Add Sales......Page 224
16 App Promotions and Cross-Selling......Page 226
Promotional Marketing for iPhone/iPad Apps......Page 227
Cross-Selling and Up-Selling......Page 231
Up-Selling......Page 235
17 Using iPhone/iPad Analytics......Page 238
Track Your App’s Location......Page 239
Track Specific App Events......Page 240
Flurry/Pinch Media......Page 241
Mobclix......Page 243
Analytics and Privacy......Page 244
Managing a User’s Privacy Expectations......Page 245
18 Why Have a Marketing Plan?......Page 248
Top 10 Reasons Why You Should Have an App Marketing Plan......Page 249
Allocates Marketing Funds......Page 250
Provides a Roadmap for Growth......Page 251
Coordinates Your App Launches......Page 252
Sets Realistic Sales Targets......Page 253
Evaluates Your Competitors......Page 254
Defines a Strong Value Proposition......Page 255
19 Components of an App Marketing Plan......Page 256
Your iPhone/iPad App Sales Objectives......Page 258
Market Analysis......Page 259
Competition......Page 260
Strengths......Page 261
Marketing Focus......Page 262
Price......Page 263
Marketing Calendar......Page 264
20 Marketing Essentials......Page 268
Striking a Balance......Page 269
21 25 Essential iPhone/iPad Marketing Activities......Page 274
Showcase Your App on the App Store......Page 275
Use Word of Mouth......Page 276
Develop a Pricing Strategy......Page 277
Increase Your Website SEO......Page 278
Promote Through LinkedIn......Page 279
Create Digg Articles and Videos......Page 280
Continuously Improve Features......Page 281
Exchange Ad Space......Page 282
Determine Your App’s Unique Value......Page 283
22 Implementing Your Plan......Page 284
Determine Goals for the Campaign—What Results Do You Hope to Achieve?......Page 285
Gather Prospects to Target for Campaign......Page 286
Tracking Results—Measuring Marketing ROI......Page 287
Managing Your App Marketing Activities......Page 288
23 iPhone/iPad Apps for Corporate Marketing......Page 290
Is an iPhone/iPad App Right for Your Company?......Page 291
Build an App to Extend/Reignite the Brand......Page 293
Apps to Extend a Web-Based Product’s Use......Page 294
Fidelity Investments......Page 297
Chipotle......Page 298
A......Page 302
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G–H......Page 304
M......Page 305
P......Page 306
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T......Page 308
X–Z......Page 309