Here are 6 must have tools for marketing your iPhone application. Taken together, and coordinated effectively, they can drive visibility for your iPhone app - visibility that will enable customers to discover just how unique, fun, powerful and/or useful your iPhone app is.
1. Draft a Succinct Description of Your iPhone Application Highlighting the Strengths and Uniqueness of Your iPhone Application. The starting point for selling your application is telling potential customers how great it is and why. And the key to doing that successfully is being able to clearly and effectively communicate about the application and why it's worth taking a closer look at in one or two sentences. Once you have a succinct but effective description, you'll use it in a lot of different forms to reach out to potential customers.
2. Set Up a Website Featuring Your iPhone App. Unless you are one of the lucky few with a featured application, the App Store is the place for customers to buy your app - not the place to market it. A 2-3 page website containing a link to your iPhone application on the App Store provides the basic building block that you will use to give your iPhone application an online presence.
3. Leverage Google AdWords to Get Online Visibility. Go to AdWords.Google.com and open an account. Be careful here - you can spend a lot of money chasing the wrong people. There's plenty that's already been written about how to set up good AdWords searches. Define a budget, develop effective searches and use them to drive potential customers to check out your iPhone app website.
4. Draft a Press Release That Effectively Highlights Your iPhone App. Use the statement you drafted as the basis of an expanded (but still tight) description of your product. Check out www.mediacollege.com/journalism/press-release for a brief but good tutorial on how to draft a press release. Make sure to answer the following questions: What does it do? What is unique about it compared to your competitors' applications? Where can the reader get more information about it? Where can the reader buy it?
5. Submit Your iPhone Application to Review Sites. Sites like theiphoneappreview.com, appcraver.com and iphoneatlas.com invite iPhone developers to submit their applications for review and then post reviews for the ones they like. This is another place the description you drafted in step 1 will come in handy. If you assume they receive literally tens or hundreds of pitches a day, to make sure you are one of the ones they pay attention to, your description needs to be tight, professional and to the point. How do you choose which sites to submit your application to? Google "iPhone application review" (and likely variations of that) and submit your succinct description to the first ten sites that appear in the search results. Periodically redo the search to make sure your application is being featured at the top review sites.
6. Viral Marketing Tie in to iPhone App. Key Principle 1: the best sales force in the world is a bunch of your highly satisfied customers desperate to tell everyone they know about how great your iPhone application. Corollary to KP1: customers are more likely to tell everyone they know about how great your iPhone application is when it serves their own interests. Translation: Find a way to give your customers an incentive to tell other people about your application and make it easy for them to do so. Can your iPhone application be more useful, powerful or fun when it's connected to one or more users of the same application? Can you make it easier for your satisfied customers to tell other people about your iPhone application?
In future articles, I'll talk more about how to use these tools to jumpstart sales and also about other ways to make your iPhone application marketing program a success.
Are you looking for more information about how to market your iPhone app? Email me at h.c.colten@gmail.com.
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