Mobile Marketing Techniques

ChipotleNovember 14, 2012

Mobile Marketing TechniquesHow to generate downloads of your app

by Jason ‘@Zero7CO’ Ary

February 26th, 2013

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Tuesday, February 26, 13

• Twitter handle: @Zero7CO

• Director of Mobile Strategy for Double Encore

• Six years of mobile experience (carrier, client and agency side)

• Been on National TV 3 times

• Appeared in the background of ‘Attack of the Show’ at CES 2012 for a full hour

• Worked Mission Control for NBC’s ‘Fantasies of the Stars’, starring Jaleel White, Sinbad and Crystal Bernard

• Asked a question on the Jerry Springer show once

Quick Blurb on Me

Me!


The ‘Field of Dreams’ does not work in mobile...just because you build it, it doesn’t mean people will come.• 1+ million apps created, app stores still NOT adequate discovery

vehicles

• .1% of mobile apps receive over 50% of ALL downloads

• Two-thirds of new apps fail to hit 1,000 downloads in their first year

• Nearly 80% of apps considered ‘zombie apps’, not downloaded, used, rated or reviewed by community

• Willing to bet 70-80% of mobile apps have no awareness strategy

Overview


A variety of ways to promote your application:

Free Routes:• An attractive facade

• Social Media

• Key Opinion Leaders

• Media attention

The ‘30,000 Foot View’

Paid Routes:• Mobile banners

• Desktop banners

• Industry/Vertical Publications

• Mobile and desktop SEO


Make the app appealing and discoverable to mobile users• Ensure name can be used - check trademarks and social media

• Find an attractive, catchy name that does NOT truncate

• Make a catchy, recognizable app icon, it’s the app’s identity on the device’s homescreen

• Ensure you have crisp, visual, descriptive screenshots

• Choose the relevant category, but weigh competition too

• Have the right pricing model: Lite/Paid vs. in-app purchasing

Step #1 The App Facade


Tip: KnowEm.Com


Your app’s description will be the deciding factor to download for many• Identify and utilize keywords that resonate with your audience

• The first five lines of your description are the most likely to be read, make sure it is captivating and ‘sells’ your app

• A key way your app will be SEO’ed in the desktop world

• Use bullet points to call-out key functionality

• Make wording action-oriented, call-out the user benefits

Step #2 App Store Lingo


What do People Search for?

Tailor app description verbiage around the user, not the brand.Tuesday, February 26, 13

Ensure you have a proper desktop presence for discovery AND for greater detail on your product.• Have a good landing page for your product

• Have a YouTube channel and videos for demos and FAQ’s

• An active, responsive Facebook and Twitter is a must

• Other social networks are gaining in importance (LinkedIn, Google+, Pinterest, etc.)

• Desktop SEO - Repurpose those keywords

Step #3 Desktop Presence


Cindy Krum, a local Denverite, one of the top mobile SEO minds in the country.• Twitter handle: @Suzzicks

• Company handle: @MobileMoxie

• Author of ‘Mobile Marketing: Finding Your Customers No Matter Where TheyAre’

Tip: App SEO


Identify ‘Key Opinion Leaders’ (KOL’s) of your app’s space, reach out to them with an early release of your app• Have a Press Kit ready for electronic and print distribution

• Target bloggers, both tech-focused and industry-focused

• Key app review websites

• Key publications within your product’s vertical

• Local media

• Be bold, don’t be afraid to use LinkedIn and industry sources

Step #4 Reach Out


For those who have a budget set-aside for marketing purposes, here are some key recommendations:• Focus the biggest chunk of your budget on mobile

• Look for mobile interstitials over simple mobile banners

• DO NOT SPREAD OUT YOUR BUDGET. Do a 2 or 3 day buy.

• Focus the call-to-action around the app download

• Click-thru rates in mobile can still exceed 1%, and conversion rates (app download) of 40% are achievable

Step #5 Mobile Promotion


Focus on awareness and branding on key targeted sites• Hard to push downloads of your app in the desktop space

• Utilize as much targeting as you can for efficiency

• Focus on branding and user benefits

• Link to YouTube demo videos or your app’s landing page

• Can link to app’s download page, but can complicate UX

• Focus no more than 25%-30% of your budget here

Step #6 Desktop Promotion


Both mobile and desktop promotion can be conducted from a single buy within the Google Display Network (GDN).• The ‘banner media’ side of their AdWords network

• Partnered with 600,000 desktop/mobile sites, thousands of apps

• No contracts, no penalties, no budget minimums

• Roughly 80-90% cheaper than site-negotiated buys

• Target hundreds of sites and apps from one adjustable buy

• Huge targeting capabilities for max efficiency

Tip: Google Display Network


Don’t shy away from traditional print media for awareness, especially if you can use targeted publications.• Push awareness and visibility of your application

• Focused publications will give you decent targeting

• Often ‘float around’ the workplace for months, giving long-term visibility

• Can use QR codes for re-directs to app download page

Step #7 Industry Publications


Turning happy users into long-term spokespeople for your app should always be a goal• Frequent updates to your app

• Ensure updates contain user-based suggestions

• Keep an active social media presence

• Expand to other growing platforms

• Constantly look for ways to connect with your audience

Step #8 Build a Community


Questions?


Thank You

Please contact me directly with any additional questions you might have.

Jason AryDirector of Mobile [email protected]@Zero7CO


mailto:[email protected]

mailto:[email protected]

Mobile Marketing Techniques

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