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iPhone App Marketing Tips

With introduction of the iTunes App Store in the summer of 2008 came a new form of niche marketing – iPhone Application Marketing.  The iTunes App Store currently holds over 180,000 applications, which compete for top rankings on the basis of downloads across multiple categories such as: games, lifestyle, utilities, productivity, reference, and  finance.

Most application developers realize that they need more than just an App Store presence in order to drive exposure for their brand. In our experience, developers should implement the following components to readily compete against other applications (within the same genre) over the long-term:

Marketability. Make sure the application you’ve developed is an application that is usable (or enjoyable) for a user, and something that is truly marketable.  Identify your target audience, and hone in on the features that set your application apart from competing apps.  Build a solid marketing strategy (see below), and leverage the apps features and “what’s in it for the user” to a hilt.

Pricing. Pick a price point for your application and stick with it.  For long-term success, build your app model on value rather than fluctuating price points to make a quick buck.  Ideally, you want to develop an app that is truly useful for a customer – one that they will want to download regardless of price.

Website. Build a website that incorporates SEO and link building so people can find you online.  Remember that even though users search the App Store to research and purchase apps, they will likely do research online beforehand.  Build a solid presence online, and market your website so it is visible to users.

Multiple versions. Build an accompanying lite or free application version.  Within your paid app description (in the App Store), make sure you mention that a free or lite version of the app is available.  Offering a free or lite version will help you expand your presence within the App Store, and help build credibility for your brand — Users these days appreciate a “try before you buy” resource, and will often make the upgrade into the paid version if they see the value.

App Updates. Keep apps fresh, and address user inquiries or concerns by offering periodic application updates.  Benefits here are two- fold:  Apple lists new app updates under its own column, so there is a ranking advantage which helps exposure.  Additionally, periodic updates communicate to users that you are serious about improving upon the application.

Marketing Strategy. If you are after long-term top rankings and popularity among users,  you will need to incorporate a solid marketing strategy.  Yes, the app store provides a solid marketplace where you can list your app, receive reviews, and gauge popularity — but just having placement within the App Store is not enough.  Depending on the genre of your application, this could mean anything from exposure within online review sites, email marketing, press marketing, partnerships, and so forth.  No matter what elements your marketing mix entails, make sure your message is well-crafted, and directly caters to the needs of your target audience.

Review sites. Before people buy an app, they will often utilize online review sites to research and compare.  If you have developed a top-performing app, it’s likely that you already have a strong presence on the top review sites across the Internet.  If not, you will have to work a little harder for your spot.  As part of your marketing strategy, make it a point to target the well-trafficked review sites online to request listing or reviews.  Some of the most popular review sites unique to iPhone and iPod Touch content include:  Apptism.com, WhatsoniPhone.com, or iPhoneAlley.com.

Customer service. When you deal in volume (ie. >$10 per app sale), having good customer service is especially critical.  Your application’s users will be your growth engine, and will predicate the success and demand for your product. If  users like your application, they will want to tell everyone in the world about it – that’s viral marketing in action, and it can spread like wildfire.  Unfortunately, there are two sides to this coin and negative publicity can spread as quickly, if not more so.  If and when a user has (legitimate) complications with the app, make sure their concerns are addressed in a professional and expedited manner.

Stay tuned for iPhone App Marketing Basics:  Part II which we will feature in May 2010.  Within the second segment of this article, we will focus on the more advanced techniques needed to successfully promote your iPhone application.

HooKMedia helps companies and iPhone app developers design, create, and implement successful marketing strategies.  For more information on how we can help promote your brand, please contact us or request a quote.