APP APP APP APP APP - Media Evolution

VAD av Aaron Watkins
The art of marketing an app
tart by finding your niche. Does your
Sapp have mass-market appeal, or is
there a specific group of people you are
trying to reach? What age are they? What
types of websites, magazine, and newspaper
articles do they read? This is useful
not only in determining what to expect
from your sales, but also what types of
influencers you will need to reach out to.
It is also important to take a look at your
Aaron Watkins
competition. How much market share
have they taken up already? Generally,
when it comes to competition, you have three ways to establish
dominance, price, features, and quality.
Establish Your Presence
Your app is a brand, and every brand needs a brand identity.
You name, your icon or logo, your app description,
these are all aspects of your brand identity that will help
the consumer decide if they want to be a user of your
product.
Your app name is the primary search term that people
will use to find it. Avoid words that are easily misspelled,
and/or make sure common variations are included in
your keywords as to still show up.
The Power of PR
The most straightforward coverage is the app review, a
basic review of your application for the sake of giving
people information. When sending information to someone
reviewing your app, make sure you give him or
her everything they need to make a full review. Screenshots,
description, links and relevant bits of information
the average person may not know.
In the end, PR is about relationships, and relationships
take time and effort to build. Reach out to anyone you
know that may have friends that are in the media, get an
introduction if you can. Often it is best to hire the services
of a PR agency like Appency that has experience and
relationships in the app space.
Social Media Marketing
While there are a million sites that call themselves social
media, the social media sites that are most important for
app marketing are generally Twitter, Facebook, LinkedIn,
and YouTube. This does not mean every app should have
all of these, each one should be looked at in turn and a
decision must be made regarding the appropriateness of
the network for the app you are promoting.
Advertising
Not all sales from an ad are tracked. During an ad buy,
you have to know your baseline, and see the total lift on
the app, not just the tracked sales.
Advertising is about building your brand as much as
direct sales. Brand impression takes a while. Your first
impression will help strengthen their brand recognition
for your app later. When users see the impression again
in another spot they are that much more likely to buy it.
Aaron Watkins är grundare till Appency, en pr-byrå i San Francisco
som är specialister på app-marknadsföring.
“you have three
ways to establish
dominance, price,
features, and quality.”