Depeloping your app and uploading it to the store is only half of the job! If you want your app to stand out and get revenues, invest some time and money on Mobile Marketing. Here you'll have some tricks to start with :)

1. Why You Aren't Done When
the App is in the Store?
Vanessa Estorach
@vestorach
#nsbarcelona

2. I have the answer…
iOS
October 22, 2013
1,000,000
Android
January, 2014
1,023,902
Windows Phone
December, 2013
200,000
@vestorach
#NSBarcelona

3. You don’t want to be…

4. Can I really do something?

6. Who am I?
I’m Vanessa Estorach
e-growing.com
#Entrepreneur
#SocialMediaEnthusiast
#MobileSensei
#CookingLover
#Strategist
#Traveller
@vestorach
#NSBarcelona

7. Why are you here?
Make more €€€
Make your app stand out
Just Curious
Other…
You don’t KNOW…
@vestorach
#NSBarcelona

8. Let’s start!

9. Do you know him?

10. I want you to watch a very short video…
@vestorach
#NSBarcelona

12. He has…
PRODUCT
GOAL

13. He has NO…
COMMUNICATION
DESIGN

14. You have…
PRODUCT
GOAL
[App]

15. Very important thing!
€€€

16. 2 Secret Ingredients…
€=
Conversions
Communication
@vestorach
Exposure
Design
#NSBarcelona

17. Let’s get started!

18. How can you promote your APPs?
Inside the app
@vestorach
Outside the app
#NSBarcelona

19. How can you promote your APPs?
Inside the app
NAME
ICON
SCREENSHOTS
DESCRIPTION
KEYWORDS
REVIEWS
@vestorach
#NSBarcelona

20. How can you promote your APPs?
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
@vestorach
#NSBarcelona

21. Let’s start with…
Inside the app
¡Hola que ASO!
@vestorach
#NSBarcelona

22. App Store Optimization

23. What do you see?

26. What do you really see?

28. App Name

29. How do you choose it?

30. #1 I just make it up

31. #2 Brainstorming with your colleagues

32. #3 I do some research and I see my
competitors’ names

33. My recommendation:
Follow the 3 steps

34. And always include keywords

35. Because keywords influence your
app rank!

37. App Icon

38. Do you see the difference?

41. Recommendations
#1 Never include words
#2 Keep it simple
#3 Icon/App consistency
@vestorach
#NSBarcelona

42. With a good icon…

43. … you convince us to open your app

44. App Screenshots

45. “A Picture is Worth a Thousand Words”
@vestorach
#NSBarcelona

50. Never post your screenshots naked
#1 Mix them
#2 Write on them
#3 Play with them
@vestorach
#NSBarcelona

51. Design has HIGH
IMPACT
IT’S YOUR FIRST IMPRESSION!

52. App Description

53. Remember
#1 We are lazy… We only read the first 2 or 3 lines of
the description
#2 In Android apps: Include keywords!
@vestorach
#NSBarcelona

54. App Keywords

57. What tools can we use?

58. - Similar to the old Google Keyword Tool
- Not 100% perfect
- Free
- Very easy to use
http://www.straply.com/

59. - Suggest competitors keywords
- Suggest some top keywords for your app
- Relevant information (from the App Store)
http://www.appcodes.com/

60. - Track your rankings
- Compare your progress with your competitors
- Identify relevant keyword
http://www.mobiledevhq.com/

61. App Reviews

63. How can you get them?

64. #1 Ask your colleagues
@vestorach
#NSBarcelona

65. #2 Get your app reviewed
Don’t forget in your mail:
Popular Review Sites:
•
App name
• Macworld.com
•
Link to your app
•
Description
•
Screenshots
• Macrumors.com
•
Video
• Arstechnica.com
•
Price
•
Contact information
•
Promocode
@vestorach
• Tuaw.com
• Engadget.com
• Mactech.com
#NSBarcelona

66. #3 Pay for reviews
@vestorach
#NSBarcelona

67. To sum up…
€=
Exposure
Conversions
NAME
KEYWORDS
ICON
DESCRIPTION
SCREENSHOTS
REVIEWS
@vestorach
#NSBarcelona

68. ASO is like going out…

69. … If you don’t interact, you won’t get
the girl

70. Let’s interact!
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
@vestorach
#NSBarcelona

71. Web Page

72. Why?
@vestorach
#NSBarcelona

73. Why?
#1 Before downloading the app… web research!
#2 Somewhere to contact you
#3 Build your Brand
@vestorach
#NSBarcelona

74. Use pre-design-mobile-optimized
templates
@vestorach
#NSBarcelona

75. We are
@vestorach
SOCIAL
#NSBarcelona

76. @vestorach
#NSBarcelona

79. Social Media

81. At least…
Mentions
 Explain new features
@vestorach
#NSBarcelona

82. Ads

83. Do you know?

84. CPM

85. CPC

86. CPI

87. #1 Mobile Ad Networks

88. You can use them to…
Advertise your Apps
Monetize your Apps

89. ADMOB

90. REVMOB

91. CHARTBOOST

92. Network
Platform
Known Model
AdMob
iOS, Android,
Windows
Phone
CPC
Supported Ad
Format
Banner, Smart
Banner,
Interstitial,
Search, Table
Characteristics
- best integration
- low revenue
- support is hard to reach.
@vestorach
#NSBarcelona

93. Network
Platform
Known Model
Supported Ad
Format
Chartboost
iOS, Android
CPC, CPI
Interstitial
Characteristics
- the solution for game developers
- optimize your revenue
- easy integration
- The ads are mostly about downloading another new game
@vestorach
#NSBarcelona

94. Network
Platform
Known Model
RevMob
iOS, Android
CPI
Supported Ad
Format
Banner,
Interstitial
Characteristics
- high revenue
- easy integration
- SDK that supports game engine
@vestorach
#NSBarcelona

95. #2 Incentivized Download

96. TAPJOY

97. Network
Platform
Known Model
Tapjoy
iOS, Android,
Windows
Phone
CPI
Supported Ad
Format
Banner,
Interstitial,
Video, Offer
Wall
Characteristics
- they offer the gamers the chance to earn virtual currency by performing
real-world action
- Over 77 million monthly active users are on Tapjoy
- Apple has banned it (access with web)
@vestorach
#NSBarcelona

98. #3 Free Cross-Promotion

99. How?
with Other Developers’ Apps
with Your Own Apps

100. PR

101. Which one?
#1 Google it!
#2 Where you’d like to be published?
#3 Where are your competitors?
@vestorach
#NSBarcelona

102. How can you reach them?
With a Press Release that should contain:
 App name
 Video
 Link to your app
 Price
 Description
 Contact information
 Screenshots
@vestorach
 Promocode
#NSBarcelona

103. Are they going to publish me?
The first time for sure, NOT.
You FIRST have to establish a relationship with the
blogger or journalist.
@vestorach
#NSBarcelona

104. To sum up…
€=
Exposure
KEYWORDS
WEB PAGE
SOCIAL MEDIA
@vestorach
NAME
Conversions
REVIEWS
DESCRIPTION
PR
ICON
SCREENSHOTS
ADS
#NSBarcelona

105. Ask yourself: “Am I…?”
• Telling a story?
• Investing in design?
• Researching keywords?
• Socializing my app?
• Building a brand?
• Investing in ads?
@vestorach
#NSBarcelona

106. But always with a…

107. Exemple of No Planning

108. Exemple of Planning
#1
#2
#3
#4

109. You know the secret formula…
€=
Conversions
Communication
@vestorach
Exposure
Design
#NSBarcelona

110. Experiment!
#1 Plan
#4
Repeat &
Improve
#2 Test
#3
Measure

111. Keep the conversation on
THANK YOU!
@vestorach
vestorach@e-growing.com