iPhone App Marketing - Definition
”Don’t fight a battle if you don’t gain anything by winning” – Erwin Rommel
If you made it this far, I want to give you a congratulations. That’s really awesome! Having your own app in the store is a significant accomplishment. I remember when I released iFries I was about to book my tickets to Aruba and pour myself a margarita as the money poured in.
But it didn’t.
Well – not really. Definitely not how I had hoped, but there was some life. I had very high expectations and refused to settle for less. Thus began the great iPhone marketing journey.
What is iPhone App Marketing?
I actually get this question a lot. Is it exposure? PR? Downloads? Reviews? People come to me with an app that’s cost them $30,000, and it’s getting 25 downloads a day, making them close to nothing. Marketing is supposed to get your product in front of more people, right?
Well – yes and no. iPhone app marketing is a bit different than internet marketing or television marketing because it hinges on two pieces almost equally:
Most marketing on the web is done via exposure – SEO, PPC, advertising, blogging, social media – all geared to get more eyeballs on a website. THEN people start talking about conversion.
The problem with the Apple platform is that you have very little idea what sort of eyeballs you’re getting, but you do know how many downloads you’re getting. Thus, conversions are the only real way to measure impact. Yes, there are third-party software packages to get around this, but I’m not talking about all the bells and whistles. You need to get downloads….and those come from getting in front of more people but also convincing the tens of thousands of people who see your app that it’s worth downloading.
So – I’ll talk about what I did so that you can see it as a working model, then I’ll add a few other options if you want to get creative. I’ll bucket this as well as I can and put a relative importance weight against each.
This is by no means a strategy or a silver bullet to success. This should be treated as a toolset which you can select from. Remember – the best marketing is built on passion!