App Marketing 101: Introduction to iPhone App Marketing
The gold rush to sell iPhone apps is on and you’ve created (or want to create) the next blockbuster iPhone app. You see dollar signs and want a part of this explosive new business opportunity. Beyond just posting your app on Apple’s Appstore you may be wondering what else is needed to successfully sell your app? In short, lots! With 40,000+ apps now being hosted on Apple’s AppStore, the days of simply tossing your app on Apple’s site and hoping to gain fame and fortune are in decline.
If you have aspirations to make more than a little spending money from your iPhone app then you must develop a marketing plan and apply tried-and-true marketing principles to your sales strategy. For example, as you wrote your iPhone app did you take some thought to determine who your target market is and how you will message to them in a way that they immediately understand the value of your app? Do you understand how to price your app for maximum success? Have you spent some time to formulate a marketing plan that will create a strong following of satisfied customers?
Marketing for iPhone apps is similar to marketing other online software products, although the marketing tools available have expanded in recent years especially in the area of social media. The steps are still the same: develop a product that your customers need (iPhone app), create and deliver a strong marketing message to attract a following, and continue to develop new products and upgrades to retain existing customers.
When you understand that marketing is a process that incorporates these fundamental steps you will be able to perform them to increase sales success for your iPhone app. For many iPhone app developers an understanding of the necessary marketing steps to increase exposure for iPhone app(s) is something new to them. Whether you are just starting out as a first time developer or have created and posted a number of apps for sale, you’ll want to take a closer look at marketing if you desire to move beyond being a casual developer and seller of iPhone apps to a successful marketer of your own best-selling brand.
Step 1: Understand Your App’s Unique Value and Message It
What sets your iPhone app apart from all your competitors? Let’s face it. There are lots of competitors with similar apps. You have to come up with ways to be unique. There are three key questions that you should attempt to answer as you define your iPhone app’s unique value. The answers to these questions become the pillars of your marketing process and should be incorporated in your marketing plan to the best of your ability:
- What’s unique about your iPhone app? List all the features, graphics, sounds, functions that are unique to your app. This list will help you develop a marketing message for your app and keep you focused during app development.
- Who is your target audience? Who will buy your app and who do you really want to sell to? Are you focused on the teenage market? Do you have a business app geared to a specific type of profession? Understanding your audience will help you develop a targeted marketing plan.
- Who are your competitors? Are you going up against a large game developer or a business program? Knowing your competitors will help you define strategies to compete against the big boys.
The answer to these questions forms the basis of your marketing message.
Step 2: Deliver Your Message to your Targeted Audience
Demand for your app is created when you help a prospective customer see that you have a solution to their problem or you pique their curiosity. The demand for most products is already there; it’s just a matter of you creating a message that resonates with that audience and gets them to notice you.
Delivering your message happens when you create powerful descriptions and visuals for your app on the AppStore and on your app’s own web site. You must think in terms of showcasing your app on the AppStore and on a corresponding web site. The web site can be used to show videos of your app, provide additional screen shots and other content. Always display a “buy now” button prominently on your own site that directs the buyer to your app on the AppStore.
Social media marketing (SMM) can help you generate buzz for your app. Long before you launch the sale of your app you can be visiting and blogging to audiences that share an interest in your type of app. This interest can be converted to buyers once your app is launched. Take a look at using Facebook, MySpace, Twitter and other social media tools to help get the word out about your app.
Step 3: Price Your iPhone App Effectively for Maximum Success
Much has been said about pricing your iPhone app. The strategy of pricing your app at $.99 to gain entry into the Top 100 category is becoming more difficult because of all the apps already posted to the App Store.
A better approach is to review the competition to get a feel for the price ranges for similar apps. If your app has strong features (go back to your list of unique features from step 1) then don’t be afraid to price the app at a higher price than $.99. Achieving break-even at $.99 is a lot harder than you may think unless you are one of the lucky few who hit a grand slam first at bat.
Starting at a little higher price gives you some room to discount and try some promotions to test out where your app will sell well. People will pay for quality and as more business-related apps become available their prices will reflect their value.
Step 4: Implement a Brief Marketing Plan for Your App
With the right message and the right audience combined with the right marketing tools and methods, you can create marketing campaigns that will be extremely effective in reaching your ideal audience. Your marketing plan does not to be lengthy but it needs to define what steps you will use to reach your defined audience. In short, your plan should include a clearly defined marketing message, a description of your ideal target audience, campaigns definitions (product reviews, press release and promotions) so that you have a roadmap of what you want to happen before your app hits the App Store.
Regardless of where you are at in the development process of your app you need to spend some time looking at how you want to market your iPhone app. The days of “hoping for the best” when selling your iPhone app are gone. Your marketing efforts should work in lockstep with your development efforts. Your sales results will improve through marketing and you just might come back to write another app, perhaps a best-selling blockbuster app!
Author: Jeff Hughes
Creator and Instructor of “Intro to Marketing iPhone Apps” available at http://www.xcelme.com
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How about doing an article on the effectiveness of some some of the different advertising mechanisms?
- Google AdWords
- AdMob – worth the price if you have an .99 app?
- Others?
Hi Daniel,
Very good ideas for future articles! I will definately take a look at those topics. Thanks.
Jeff
Good article Jeff. I think your strongest message here is that the marketing effort should be seen as an integral part of the dev process. Waiting for launch to start getting the word out is simply too late. For our game Card Ninja, I’m seeing the queues for getting reviews on the leading sites stretching out as long as 6 weeks in some cases.
I haven’t seen any evidence to quantify the benefit of pre-launch buzz especially for an unknown brand from a new dev company, but at least getting yourself in the review queue before you launch, seems like an essential component of a marketing strategy.
Hi Jonathan,
Yes, getting solid reviews is clearly part of the marketing strategy for independent developers and coordinating a marketing plan in lockstep with your development plan is crucial to your success! In our marketing course we talk about the review process and how to get good reviews. Thanks for your input.
Jeff
[WORDPRESS HASHCASH] The poster sent us ‘0 which is not a hashcash value.
Very well thought out article – I feel that iPhone marketing is not very well fleshed out. I am trying to learn more about this topic and I realize that real results oriented data probably does not even exist yet.
At the end of your article you have this, “Creator and Instructor of “Intro to Marketing iPhone Apps” available at http://www.xcelme.com“.
Is this a course or ebook or something? If it was something that was remotely accessible me and my readers (I think) would be interested.
Another way to learn marketing is to watch others on Twitter.
Here is a quick way to connect with hundreds of iPhone developers:
http://www.exectones.com/bulktwitter/
Matt — take a look here for more info on the course: http://www.xcelme.com/courses.php#6
Interesting!
I feel like there is a scarcity of good marketing today. Good marketing means which can convert the leads into sales. The only marketing that has moved me in the last couple of years is Search Engine Optimization.
Is there any plan for marketing 102?
While interesting, this information won't get a noobie far. Some specifics on what to actually DO would be great, and HOW. Eg a comparison of advertising options, specific recommendations.
Most app developers wouldnt know a marketing plan if it hit us in the back of the head! While telling us to do one is great – how? Same applies to Social networking.
“Take a look at using Facebook, MySpace, Twitter and other social media tools to help get the word out about your app.” – How about smart methods of encouraging people to tell their friends about your app. I have held competitions on twitter, giving promo codes to those who retweet.
Couldnt agree more with you on the pricing suggestions. I personally avoid setting prices to $0.99 – it gives the customer the wrong message.
Love to see more on how how how. The what is great too though
Thanks!
Yes, I'm working on some more in depth articles to post that get into more depth. In this article I wanted to do a high level approach discussing some of the basics. I could easily dedicate an entire book to just social networking approaches. Look for some more articles soon.
Jeff
Here is an interesting iPhone app – http://www.dirtymouthapp.com/. The site has a collection of dirty and nice phrases in five different languages and the databank in getting enriched everyday. Currently, it has phrases in English, Italian, French, Russian and Hebrew language. The application also features meaning of the phrases, textually pronunciations of phrases, repeat phrases and pronounce phrases.
This was a very helpful article, as I am currently trying to generate traffic to my website using facebook. I've launched a website that I plan to use as 'home base' for my app. My thought process was to develop the website, generate a following, then get the app developed and published. Sounds like I'm on the right track based on my understanding of your article? I'm in the early stages of the app design, but I think I'm comfortable with who my target audience is and the things that will make my app unique.
I'm headed to Denver in September for the 360idev conference. I really hope to come back home with a ton of info and contacts who'll be able to help me out.
Brilliant intro to how to get started with your iphone app marketing
Check out my iPhone apps at http://iPhone.LaRoseWeb.com
Check out my iPhone apps at http://iPhone.LaRoseWeb.com
These truly are great points!
Really having and publicizing that feature of your app that sets it apart from the rest is key.
Of course, there are contract marketing teams available as a resource for developers as well
Feel free to drop me an email for more info in that regard!
geoff@appular.com
Very good i liked valew already added the site to favorites valew per share
This is very useful info for sure and of course there's a lot more to it as several people mentioned in comments.
My first App ITGO Interval Trainer GO has been featured in several stores including the US as a Staff Favourite this week. Comparing all the advertising, reviews, press releases etc nothing has compared for impact and sales. I knew I had the best interval trainer in the App store and with Apple's blessing I was able to bring it to a wider audience which resulted in a huge spike in sales. My App is currently number 36 in the Health and Fitness section.
Take home lesson: The best marketing is the kind that gets Apple's attention.
Have a look at our latest game, we hope you will like it ….
http://itunes.apple.com/app/crackshot/id3385456...
Part of marketing your app effectively is developing strong measurements. Good post on the top at http://blog.w3i.com/2009/12/04/how-to-measure-application-value-the-application-value-metrix/
The article above was great, out company now has a better understanding of marketing for future apps. Please check out the newest app “Hot N Cold”, we appreciate the interest.
http://appshopper.com/games/hot-n-cold
I love the way this company has explained the process http://www.dotcominfoway.com/mobile-application...
Great article! Before you develop your next app, get feedback on your idea from other iPhone users. Check out App Idea Pro at http://bit.ly/8gDxID#iTunes.
Great post, Jeff. My recent piece focuses on same challenges, but from a brand digital marketer perspective. Click here to read and share – http://bit.ly/bfvhAh
Check out MyIphonicsi http://tinyurl.com/yfbcxse and MyIphonicsii http://tinyurl.com/yfwsdss
Thanks for the post, this will be really helpful!! What is your opinion on Lite versions of games?
If anyone would like to check out my games, take a look on our website: http://www.enividgames.com
Thanks for the article Jeff! I am trying to research the best way to market my new app. I just released my new app “Map My Contacts” that shows all of your contacts pinpointed on a map. http://itunes.com/apps/mapcontacts
Thanks Jeff, I enjoyed the article. You provided some effective marketing guidelines for iPhone App developers. Our team just released a GPS-based social networking app called “Toodalu”. It's available for free on the iTunes store. If you get a chance to check it out and have any advice, please don't hesitate to shoot me an email.
Thanks!
Chris
i have an idea for a n app,how can i sell my idea and/or make money from my idea
Ideas are worthless. It's blood, sweat, and tears that makes a product that people will pay you for.
Thanks for the insight. We're rolling out an App for A Day's Outing in the coming months, and I appreciate your understanding of the market.
Thanks for the good marketing info.
I would recommend this great promotion services: http://www.gtekna.com.
Great article. We hit Number 1 in the UAE recently, and that's our niche-focus market. We found that if your app can cater to the demand and actually comes off as a solution to a relative problem, then people would love to pay you a reasonable price.
When it comes to marketing, you MUST have an app demo website. The best advice is to get WordPress to market it. Here’s a free premium iPhone wordpress theme you can use for your iPhone app:
http://www.rawapps.com/20743/wordpress-theme-fo...
Checkout Animated Glow doodle application( doodlegames.blogspot.com.)
http://itunes.apple.com/ca/app/animated-glow-do...
Highlights
- Animated glow and flame effects
- Create your own RGB color
- 100s of predefined colors
- Use you own background
- email, save option
Great article! You mention the importance of zeroing in on your target audience. I would take it one step further and say you must learn to think like your customer to sell more iPhone apps. Check it out:
http://www.marketingyourapp.com/2010/05/change-...
I believe the strongest plan for marketing your iPhone app is boasting the positive reviews, and really positioning your app as adding value to the minimal price paid for it. Word-of-Mouth is the best way to attract new potential customers. But the marketing aspect is how you get people to notice it in the first place.
~ http://www.venevi.com
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Join: http://crum.bs/l/iPhoneApps
Very helpful information Jeff. Thank you for this.