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iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps, 2nd Edition

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iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps, 2nd Edition

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Description

  • Copyright 2012
  • Dimensions: 6" x 9"
  • Edition: 2nd
  • eBook (Watermarked)
  • ISBN-10: 0-13-281159-6
  • ISBN-13: 978-0-13-281159-0

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

Sample Content

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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