iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps (2nd Edition) (Que Biz-Tech)

Table of Contents......Page 5
Introduction......Page 12
I: Your Marketing Message......Page 18
1 Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits?......Page 20
We’ve Seen This Movie Before......Page 21
The Big Win—Grand Slam......Page 25
The Steady Win—Base Hits......Page 29
The No Win—Strikeout......Page 31
Benefits/Drawbacks of the Big Win and Steady Win Strategies......Page 32
Summary......Page 34
2 What Makes a Winning iPhone/iPad App?......Page 36
Build Something Unique......Page 37
Deliver New Features......Page 39
Tie Your App into Trends and News......Page 41
Tie Your App to Part of a Wider Solution......Page 43
Apps Created from Other Platforms......Page 44
Summary......Page 46
3 Identifying Your App’s Unique Value......Page 48
The Four Questions......Page 50
Who Are Your Competitors?......Page 51
Identifying Your Competition......Page 53
Learning from Your Competition......Page 56
What Are the Key Features of Your iPhone/iPad App?......Page 58
What Are the Benefits of Your iPhone/iPad App?......Page 59
What’s Unique About Your App?......Page 61
Summary......Page 62
Competitive Worksheet......Page 63
4 Identifying Your Target Audience......Page 66
Segmenting Your Market......Page 68
Picking Your Market Segment......Page 73
Targeting Your Market......Page 74
Summary......Page 76
5 Building Your App’s Total Message......Page 78
Choose an Effective App Name......Page 81
App Store Text: Lighten It Up......Page 88
Make Graphics Your Focal Point......Page 90
Make Your App’s Icon Jump......Page 91
Build a Simple, Clean Product Website......Page 93
Strive for Immediate Positive Reviews......Page 96
Summary......Page 97
II: Delivering Your Message......Page 98
6 Electronic Word of Mouth......Page 100
Positive External Reviews......Page 103
Coordinated Marketing Effort......Page 105
Generating Demand......Page 106
Choosing the Right Delivery Methods......Page 107
Direct Marketing for Your App......Page 108
Summary......Page 120
7 Using Social Media in Your App Marketing......Page 122
Selecting Your Social Media Tools......Page 125
Using Facebook......Page 126
Tweeting......Page 129
Using Blogs......Page 131
Using LinkedIn......Page 132
Using YouTube......Page 134
Summary......Page 135
8 Timing Your Marketing Activities......Page 136
App Buying Cycles......Page 137
Winning Marketing Activities......Page 140
Timing the Launch of Your App......Page 141
Summary......Page 143
9 Getting the Word Out About Your App......Page 146
When to Write a Press Release......Page 147
Do You Have What It Takes?......Page 149
Writing Your Press Release......Page 150
Embedded Links......Page 156
Attaching Multimedia to Your Press Release......Page 157
Press Release Signature......Page 158
Publishing and Distributing Your Press Release......Page 159
Summary......Page 161
III: Pricing Your iPhone/iPad App......Page 162
10 Pricing Your App......Page 164
Competing Against Free Apps......Page 166
Some Pricing Misconceptions......Page 169
Setting Your App’s Price......Page 171
Summary......Page 177
11 Conducting an App Pricing Analysis......Page 178
Cost/Benefit Analysis......Page 179
Breakeven Analysis......Page 186
Summary......Page 188
12 Selling Value over Price......Page 190
Selling Value......Page 193
Additional Thoughts on Selling Value......Page 197
Summary......Page 199
13 Breaking into the App Store Top 100......Page 200
Develop a Great App......Page 201
Have Friends in High Places......Page 203
Keep the Size Under 20MB......Page 205
Integrate Your App with Other Apps......Page 206
Develop Your Brand and Promote It Like Crazy......Page 207
Reach Out to Apple......Page 209
Summary......Page 210
14 Level the Playing Field with a Free App......Page 212
Build a Paid App—Standalone......Page 214
Build a Free App, Build a Following......Page 215
Build a Paid App and a Free App at the Same Time......Page 217
Free Apps with Ads......Page 220
Can iAds Help You to Monetize Your App?......Page 222
Summary......Page 224
15 The App Pricing Roller Coaster......Page 226
Raising Your Price......Page 228
Lowering Your Price......Page 229
Temporary Price Drops......Page 231
Value-Add Sales......Page 232
Summary......Page 233
16 App Promotions and Cross-Selling......Page 234
Promotional Marketing for iPhone/iPad Apps......Page 235
Cross-Selling......Page 238
Summary......Page 244
17 Using iPhone/iPad Analytics......Page 246
Analytics Components......Page 247
Top Analytics Vendors......Page 251
Analytics and Privacy......Page 255
Summary......Page 256
IV: Implement a Marketing Plan/Launch Your App......Page 258
18 Why Have a Marketing Plan?......Page 260
Top 10 Reasons Why You Should Have an App Marketing Plan......Page 261
Summary......Page 267
19 Components of an App Marketing Plan......Page 268
Marketing Goals and Objectives......Page 270
Market Analysis......Page 271
Business Environment......Page 272
Strengths, Weaknesses, Opportunities, and Threats Analysis......Page 273
Marketing Focus......Page 275
Marketing Calendar......Page 276
Summary......Page 279
20 Marketing Essentials and the Right Mix......Page 280
How Much Should I Spend?......Page 281
Striking a Balance......Page 282
Summary......Page 285
21 25 Essential iPhone/iPad Marketing Activities......Page 286
Delivering Your iPhone/iPad App to the World......Page 287
iPhone/iPad Pricing and Promotions......Page 290
App Product Website......Page 291
Social Media Marketing......Page 292
Other App Marketing Activities......Page 294
Summary......Page 296
22 Implementing Your Plan......Page 298
Determine Goals for the Marketing Campaign—What Results Do You Hope to Achieve?......Page 299
Establish Measurement Criteria......Page 300
Tracking Results—Measuring Marketing ROI......Page 301
Managing Your App Marketing Activities......Page 302
Summary......Page 304
23 iPhone/iPad Apps for Corporate Marketing......Page 306
Is an iPhone/iPad App Right for Your Company?......Page 308
Build an App to Extend/Reignite the Brand......Page 309
Apps to Extend a Web-based Product’s Use......Page 312
Summary......Page 316
A......Page 318
D......Page 320
I......Page 321
M......Page 322
P......Page 324
S......Page 325
W......Page 326
X-Z......Page 327