现在你的应用已经发行，我们该做些什么？
开始阶段
你已给应用制造若干话题，还同用户进行沟通，现在你的应用已投放至AppStore。
你现在该做些什么？要如何提高作品的销量？
profitfromraywenderlich.com
记住成功没有必胜方法，所以大家不妨尝试适合自己的方式。
1）应用发布日期
但自行设定发行日期有其好处（游戏邦注：而不是让苹果随机发行）：
*促销代码和预告片。你可以在应用审核和发行期间分发自己的促销代码，向用户呈现“预览”版本。给予追随工作室新闻资讯、邮件目录和Facebook页面的用户适当赠品回馈是明智之举。
你应该考虑在星期几发行自己的作品。这存在众多争议：
*星期天？Techcrunch最近宣布，根据自己的统计数据，星期天是发行应用的最佳时机。
*星期四？有人觉得临近星期末会更好，因为周末会带来更多下载量。
这一话题在众多论坛上被广泛讨论。
我们的建议是，亲身进行试验，看看什么日期最适合自己。
2）制作宣传资料
*对应用和功能的简单描述。记住这主要针对报刊和公共宣传，所以设法综合材料，保持内容的简洁和通俗性。
*Twitter、Youtube账号或预告片、网站及AppStore之类的链接。
*电子邮件（这非常重要）。
这主要出于两点考虑：
TurboActionPigfromraywenderlich.com
不是所有人都会制作宣传资料。这并非一种义务，但其无疑能够带来积极作用：
questionfromraywenderlich.com
“我的宣传资料有相应模板。它们包括综合报道、产品概述、应用图像、网站链接及应用链接。”——MikePark
当然，要做到这点，你首先要有自己的网站。如今这是多数用户获得支持，联系开发者，获取更多产品信息的平台。
yunomakewebsitefromraywenderlich.com
博客或网站相当于以前的企业黄页，所以这非常重要。
同时，有人会觉得这作用不大，或没有必要，尤其是当你觉得这一投入可以转移到其他地方，能够从中换来更显著的成果，但这并不需要你花费很多精力，而且能够换来相应成果。
3）撰写新闻稿
撰写新闻稿无需花费很多精力，但是个能够有所回报的营销技巧，有超过一半的调查对象都采用这一方式：
question2fromraywenderlich.com
“是的，它能够宣传你的名称，但最重要的是，它能够促使用户链接至你的网页/登陆页面，这会影响应用的搜索位置。并非所有用户都通过AppStore发现你的作品。”——JustinePratt
我们通常不是手动发送新闻稿，而是通过prMac之类的网站向众多媒体平台发布内容。很多媒体平台会自动发布prMac向他们发送的新闻稿，很多调查对象表示这对提高作品下载量和网站访问量起到很大的促进作用。
PRMacfromraywenderlich.com
同时，单靠这一方式无法让应用变得家喻户晓，但其能够起到辅助作用。
iOSTalkUKfromraywenderlich.com
4）制作成功的iTunesStore应用页面
RoadIncAppPagefromraywenderlich.com
无论你的看法是什么，确保iTunesStore应用页面富有吸引力都是获得更多下载量的一大主要途径。
“保持页面的简洁和简单。设法引起读者的情感共鸣——向他们呈现购买应用的益处。”——RayWenderlich
潜在用户在iTunes上发现你的应用，然后打开页面寻求更多信息。这单靠iTunes当前的搜索和分类方法很难实现。
如今用户会通过产品的价格和截图信息及查看描述内容判断作品是否值得自己掏钱。你如何撰写出富有吸引力，能够激发用户购买欲望的优质应用描述？
“将用户体验放在第一位，向用户呈现作品将如何简化他们的生活或给他们带来更多乐趣。”——DeiderikMeijer
首先，不要忘记自己的目标用户，在此最糟糕的答案是“我的应用/游戏面向所有用户。”事实并非如此。
记住他们的年龄、品味、偏好和爱好。迎合他们，务必唤起他们的情感共鸣。应该让他们倍感兴奋，饶有兴致，迫不及待地想要立即下载你的应用。
下面是几点建议：
*牢记自己的目标用户。
*制作装饰性截图。你在iTunesconnect中放置的截图不一定要直接来自iPad。你可以通过边框、文本或其他元素装饰它们。
*重点突出首张截图。确保首张截图外表美观，清晰呈现应用的中心思想，这也许是多数用户看到的唯一截图。
*本土化。将应用描述转化成尽可能多种的语言，这是提高应用销量最简单但最重要的方式。若应用没有转化成他们的本土语言，很多用户都不会进行下载。
“在用户明确要求阅读更多内容前，查看iTunes应用显示的文本数量。他们多半不会点击按键，而是选择查看截图。”——CarterAllen
确保用户一浏览AppStore就能看到你的图标。这本身就能够促使他人打开你的应用页面，这样他们离购买应用就更近一步。
我看到某款应用后直接跳过的情况不胜枚举，因为图标看起来就是匆匆制作而成，丝毫没有用心制作。
截屏，截屏，截屏。用光你的5种截屏，然后通过额外信息装饰它们，让它们脱颖而出。不要将截图浪费在菜单、介绍页面或是Twitter表单上。
我知道有时候，尤其是作为独立开发者，当你投入数个月完成一款应用后，你会一心想要在10分钟内将作品提交，然后一了百了。
5）发送促销代码
发送促销代码是应用开发者经常采用的一种有效手段，其中有69%的调查对象表示自己有采用这一方式：
Question3fromraywenderlich.com
具体操作方式则因人而异。下面是发送促销代码的常见选择：
*电子邮件
*应用或公司新闻通讯
*论坛
*按需分配（例如，有媒体要求获得促销码以便进行评价的时候）
*本地网站（针对所处国家或目标用户）
PromoCodesCMGfromraywenderlich.com
这些都是非常不错的选择，归根到底主要围绕你的联系网络和目标用户。
社交网络是目前的主要方式。我欣赏CrescentMoonGames和EpicGames工作室在发行前几个小时发放促销代码的做法。他们同时还会在假期或特别时刻通过Twitter和Facebook随机共享代码。
PromoCodesCMG2fromraywenderlich.com
取悦忠实用户非常重要。社交网络让普通用户能够同创造作品的开发者保持联系。
“我过去送出过代码，但之后再也没有这么做。我更希望网站同我联系，索要代码，或者自己购买产品。”——DavidMcGraw
论坛和电子邮件也是共享代码或发动比赛的有效方式。竞赛能够让你在发行作品时制造出话题，同时还能够吸引众多新用户。
我们再次陷入多元化的困境。单靠促销代码很难获得显著成绩，除非你在Twitter或Facebook等平台拥有庞大的用户基础。营销就是融汇及发挥手边的所有工具。
我们之前已详细谈论过这一话题，所以这里就不再重复。
这里我要提的一点是：
《翼飞冲天》开发者AndresIlliger从未给自己的作品发送过邮件或促销代码。他甚至没有对游戏进行营销。尽管如此，他制作的这款游戏构思巧妙，制作精良，因此能够独立腾飞。若你能够在一开始就多花心思和精力，这也能够发生在你的作品上。
TinyWingsfromraywenderlich.com
初次接触应用制作时，实际操作能力和预期操作能力总是存在落差。
7）制作应用预告片
预告片、预览和抢先预告视频是另一激发用户兴趣的有效途径。这不仅体现在游戏上，有些时候图片无法充分表现出应用。你需要亲眼目睹动态画面。
ShinobiCharts堪称运用视频元素方面的典范。它们的制图API不是游戏或应用，是供iOS开发者将图表植入应用中的工具。
ShinobiChartsfromraywenderlich.com
通过观看动态视频，你可以预览内容的运作方式、最终结果、最终发展程度及其在iOS的运作情况。
这不仅呈现出其API的强大功能和杰出性能，还让你能够做出明智决策，决定是否购买他们的SDK。
Question4fromraywenderlich.com
关于是否制作视频，正反态度各占一半。记住制作视频不仅适用于游戏作品，这甚至无需是完整的预告片。
有些应用，因本质属性和操作任务差异，显得相当复杂和稳固。指示视频能够让用户轻松操作你的产品，解释若干杰出但晦涩的功能。
而诸如RoadInc.或Clear之类的功能就需要以动态方式呈现，这样用户才能够欣赏到它们的美妙和独特之处。
“我们制作指示视频，呈现专业人士如何在应用中完成各种操作。展示应用如何实现目标的简单分步视频能够让用户充分把握产品，将求助邮件降到最低。”——SurveyRespondent
几个月前，当Clear在Engadget和TUAW预演时，我只是觉得它的界面非常美观。直到看到动态应用视频，我才有为之一振的感觉。
8）利用促销赠品
Question5fromraywenderlich.com
赠品无需耗费任何成本，且能够有效提高应用的曝光度。赠品可以是促销代码、礼品券、服饰、免费应用或软件、专属内容或应用/游戏折扣。
“我在AppAdvice.com发起促销代码馈赠活动，而且非常成功。我觉得这是他们当时最有效的赠品之一。”——DavidMcGraw
有许多网站，如AppAdvice，会监测应用价格跌落信息，告知用户销量情况。我通过AppAdvice和Apps消息动态获悉Flipboard的日常交易量和退款情况。从中我发现若干原本可能错过的优质应用，这令我得以获得平价（或者甚至是免费）的优质内容。
AppAdvicefromraywenderlich.com
不妨在赠品方面充分发挥自己的想象力。就如之前提到的，你可以将促销代码放到Twitter或Facebook上，但不要只是停留于此。试着同其他开发者一起进行交叉推广，互相交换促销代码。这能够帮你建立起良好的关系网络，扶持独立/小型开发者伙伴。
降低游戏或应用价格也是应该考虑的方面，这是另一馈赠方式，能够提高应用的销量和名气。
你可以随机提供赠品，在假期，在自己或公司的重要日子，或者根据具体销售情况。
提供赠品和降低价格是扭转销量下滑局面，保持发展势头的绝佳时机。在此运用分析方法及在iTunesConnect中监测销售情况能够起到很大的促进作用。
“我们曾在MomsWithApps发起的AppFriday促销活动中降低应用的价格。这有效提高运用初期的曝光度。”——SurveyRespondent
要记得锁定自己的目标用户。访问属于应用类型的论坛和网站，发布降价信息，或者在此分发促销代码。
另一主要的赠品形式是竞赛。从简单的生活琐事到绘画比赛，这些都不错的选择，能够帮你团结自己的用户基础。若你制作的是一款杰出的游戏，那么也许绘制出最佳壁纸的用户将赢得免费的游戏，或印有主角形象的T恤。
无论你决定采用什么样的赠品或竞赛形式，确保经常发起这类活动。有时候，尤其是作为独立开发者，我们会急切想要发行自己的作品，因此一旦作品入驻应用商店，我们就会完全将其抛到脑后。
看看Firemint，他们持续更新作品，陆续推出《实况赛车》、《实况赛车2》、《Spymouse》和《飞行控制》，远超出大家的预期。众多的免费内容，新的轨道和地图，借助iOS新功能，进行相应调整以适应最新设备。这本身就属于赠品，玩家免费获得越来越多的内容及升级版体验。
调查对象的一致看法是，鲜少有人会真正花钱推广自己的应用，他们通常无法从中获得相应回馈。
*诸如FreeAppaDay之类的网站也是推广应用的平台。记住他们收取较多的使用费，但最终将有更多用户下载和试验你的应用，这能够形成很好的口头宣传。最终结论是——有人觉得这物有所值，有人则不以为然。
HowtoMarketandPromoteyourGamesandApps:Part2/4
ByFelipeLaso
ThisisapostbyiOSTutorialTeamMemberFelipeLaso,aniOSdeveloperworkingatLextechGlobalServices.
Welcomebacktopart2oftheiOSAppMarketingseries!
Inthefirstpartoftheseries,wegavesomeideasofthingsyoucandoduringthepre-developmentanddevelopmentphasestomakesureyou’reontherighttrack,andincreasethechancesofsuccessforyourapp.
Inthissecondpartoftheseries,we’llgivesomeideasofthingsyoucandowhenyourappisreleased.We’llcoverthefollowingtopics:
*CreatingaPressKitandPressRelease
*MakingaSuccessfulAppStorePage
*MakingAppTrailers
*UsingGiveawaysforPromotion
*Andmuchmore!
Thankyouallforyourtweets,commentsandfeedbackonpart1,noneofthiswouldbepossiblewithoutyourcontinuedsupport!
Solet’sgetontothefunstuff.Yourappisreleased…nowwhat
GettingStarted
OK,soyou’vefinishedyourapp,havingresearchedthecompetitionandcreatedsomethingcoolerandbetter.Youspenttimepolishingtheapp,makingsureitworkswellandlooksgreat.
You’vecreatedsomeinitialbuzz,andhavesomewaystocommunicatewithyourcustomers,andnowyourappisoutontheAppStore.
WhatdoyoudonowHowdoyougetittosell
Thisarticlewillfocusonstep2We’llcoversomethingsyoumightwanttotry,frompresskitstotrailerstoappreviews.
Keepinmindthatthere’snosurefirewaytosuccess(otherthantonevergiveup),soreadthroughandtrywhatyouthinkisthebestfitforyourapp!
1)AppLaunchDay
Asanappdeveloper,it’softentemptingtoletyourappbeautomaticallyreleasedassoonasthereviewisfinished,soit’soutontheAppStoreassoonaspossible.
However,thereareanumberofadvantagestosettingthelaunchdayyourself(afteritisapproved)ratherthanlettingitbeingsetsemi-randomlybyApple:
*Buzzspikeonlaunchdate.Itgivesyouaparticulardayyoucanmarkettoandhavepeopleanticipatingyourapp,allowingyoutobuildsomebuzz.Thefirstfewdaysarereallyimportant,becauseit’syourbestchancetogetintothetopcharts.
*Timeforpreparation.Itgivesyouextratimetogetallyourmarketingplansinmotion,ratherthanscramblingatthelastminute.
*Advertisingspike.Ifyouchoosetogowithpaidadvertising,youcanscheduleanadvertisingspikestartingonthescheduledreleasedate.
*Promocodesandpreviews.Youcanhandoutpromocodesintheperiodbetweentheappbeingapprovedandthereleasedatetogivepeoplea“preview”copy.Thisisgreatforgiveawaystorewardpeoplewhofollowyournewsletter,mailinglist,Facebookpage,etc.
Youshouldalsoconsiderwhichdayoftheweektoreleaseyourapp.Thisisamatterofsomedebate:
*SundayTechcrunchhadarecentarticlethatsaidstatisticallySundayisthebestdaytolaunchyourapp.
*TuesdaySomepeopleargueearlierintheweekisgood(i.e.Tuesday),asthepressismostactiveduringtheworkweek.
*ThursdaySomepeoplearguethattowardtheendoftheweekisgood(i.eThursday),astherearemoredownloadsonweekends.
Formorereading,thissubjecthasbeendebatedtodeathinvariousforums.
Ouradviceistoexperimentandseewhatworksforyou.Ifyouhaveanyparticularnotesoradviceinthematter,pleasejoinourforumdiscussionbelow
2)CreatingaPressKit
Apresskitisacollectionofmaterialsthatmakeiteasierforappreviewerstodotheirjobs.Itisusuallyjustasimple.zipfilehostedonyourwebsitecontaining:
*Abriefdescriptionofyourappanditsfeatures.Rememberthisisforthepressorforpublicitysotrytosynthesizethingsandkeepthemshortandsimple.
*UsefullinkslikeTwitter,Youtubeaccountortrailer,website,AppStore.
*Contactemails(thisisveryimportant!).
*Imagesoftheproductinaction,logosandperhapshighresolutionartforanygamecharactersorrelevantcontent.
Theideaistwofold:
1.Thissavesappreviewersalotoftimeratherthanhavingtohuntaroundforscreenshotsandtheothermaterialstheynedwhiledoingreviews.Andtheeasieryoumakeitforthepresstodotheirjobs,themorelikelyyourappistogetreviewed.
2.Manyreviewerswilluseyourcontentverbatim,allowingyoutopresentyourappinthebestpossibleway.
ForanexampleofaPressKit,checkoutthisfantasticpresskitforSuperTurboActionPigbyCocos2DdeveloperChrisWilson.
Notallwhorepliedtooursurveyhavecreatedapresskit.It’scertainlynotanobligationorsomethingyoumustdowitheveryappyoureleasebutitcandefinitelyhelp:
“Ihavetemplates[forpresskits]thatIuse.[Theyinclude]PressRelease,Productoverview,Graphicstheycanuse,Linkstowebsite,Linkstoapp.”–MikePark
RememberthattheideaofaPressKitistomakeinfoandresourcesaboutyourproductavailablewithouthavingtodigforit.Itjustmakesiteasyforanymediaoutlets,fansorbloggerstobeabletowriteaboutyourproductandincludeasmuchmedia/informationaspossible.
Ofcourse,forthistoallworkyourgame/appneedsawebsite!Nowadaysit’showmostpeoplegetsupport,contactthedevelopersandfindoutmoreinformationaboutaproduct.Inpart1,wecoveredsometipsandsuggestionsaboutcreatingawebsiteforyourapp.
Ablogorwebsiteisourgeneration’sYellowPages,soit’sveryimportant!
Noteapresskitisnotveryusefulbyitself.Don’tletitsitonyourwebsite,shareit!Postittotheforumsyourcustomershangoutin,emailittomediaoutlets,sendittoyourfriends,andtweetitaround!
Again,somemightthinkthisisnotreallyusefulornecessary,especiallywhenyouconsiderthatthiseffortcouldbeputelsewhereandbeofmorehelp,butthisisn’talotofeffortforyouandcanreapdividendsdowntheline.
Rememberthatmarketingisnotaboutdoingasinglething.It’saboutusingallthetoolsandresourcesatyourdisposaltogenerateasmuchbuzzandpublicityforyourproduct.
3)WritingaPressRelease
Apressreleaseisashortarticleintendedfordistributiontoawiderangeofmediaoutlets.Asanexample,IsearchedforarecentappreleaseandfoundthisoneforSuicideKings2foriOS.
Writingapressreleaseisalow-effortbutpotentiallydecentpayoutmarketingtechnique,andoverhalfofthesurveyrespondentsaretakingadvantageofit:
“Yes.Itgetsyournameoutthere,butmostimportantlyitdriveslinkstoyourwebsite/landingpage,whichhelpsforplacementonsearch.NoteveryonefindsyouviatheAppStore.”–JustinePratt
Thereasonwhywritingapressreleaseishelpfulisbecausealotofthenewsandmediasitesdon’thavethetimetowritelongarticlesaboutyourproduct(unlessit’sthenextAngryBirds).Havingapressreleasewillallowthemtowriteashortintro,pasteyourpressrelease,andwrapupthearticle.
Ratherthansendingoutthepressreleasemanually,youcanusewebsiteslikeprMactosendoutyourpressreleasetoawidevarietyofmediaoutletsforyou.ManynewsoutletsautomaticallypostpressreleasessentbyprMactotheirwebsites,andmanysurveyrespondentsfoundthisveryusefulingeneratingmoredownloadsandvisitstotheirwebsites.
Again,thissinglethingwillnotmakeyourappbeknowntoeverybodyouttherebutitaddsupwitheverythingelsewe’vebeendoing.
Don’tforgettopostthepressreleaseonyourwebsite.PeoplemightvisitandfindoutaboutyournewproductthereinsteadoftheAppStore.Personally,ontheAppStoretheonlywayI’dfindoutaboutyourappisifitwasfeaturedorinthetopapplists.However,ifyourappismentionedonsomeofthewebsitesIreadImightfindaboutitthatwayaswell.
So,howdoyouwriteapressreleaseSomerespondentssuggestwritingsomethingbriefandinformalhighlightingyourapporgame’suniquefeatures.
Othershavetakenpressreleasesofpopularproductsandadaptedthemtotheirownproduct.Don’tbeafraidtodothis,copyingisthebestformofflatteryand,asit’sbeensaidcountlesstimes,“ifitain’tbroke,don’tfixit!”.
Finally,youcanwriteyourownpressreleaseasyouseefit.Therearecertainwritingstylesthataremoresuitedforthispurposebutthereisnosinglewaytodoit.
HandyLink:I’dliketosharealinkthatwasprovidedtousbyoneofoursurveyrespondents.It’sfromatalkbyChrisPhinatiOSDevUKonhowtohandlethepress:iOSDevUK
4)MakingASuccessfuliTunesStoreAppPage
Nomatterwhatyoumaythink,makingsureyouriTunesStoreAppPageisattractiveisoneofthemostimportantthingsyoucandoinordertoachievemoredownloads.
“Keepitshortandsimple.Trytoevokeemotionstothereader–showthemwhatbenefitstheywillgetfrompurchasingyourapp.”–RayWenderlich
PotentialcustomershavefoundyourapponiTunesandopeneditspageformoreinfo.ThisishardenoughbyitselfwiththecurrentsearchandsortingmethodsoniTunes(here’shopingApplerevampsitin2012).
Nowtheyseetheprice,screenshotsandreadthedescriptiontoseeifit’sworththeirhardearnedmoney.Howcanyouwriteagoodappdescriptionthat’sentrancingandwillmakecustomerswanttobuyyourapp
“Putuserexperiencefirstandtellcustomershowtheappwillmaketheirliveseasierormorefun.”–DeiderikMeijer
First,neverforgetaboutyourtargetaudience,theworsttypeofresponsetothisis“myapp/gameisforeveryone”…Itisn’t!
Remembertheirage,tastes,preferences,hobbies,etc.AppealtoTHEMandmakesuretoawakenemotionswithin.Makethemfeelexcited,interestedandeagertodownloadyourapprightaway.
Herearesometips:
*Rememberyourtargetaudience.Aswediscussedinaboveandinpart1!
*Keepitshort.Youngergenerationshaveattentionspansofmillisecondsandwillnotbothertoreadyourlongandlovinglycrafteddescription.PlusiTunesbydefaultonlyshowsthefirstsentenceortwoofyourdescription,sothebeginningsentenceortwoisthemostcriticalpart(andoftentheonlypartread!)
*Haveagoodlookingicon.Youriconismoreimportantthanyouthink,dedicatesometime(and$$$ifnecessary)towardsit.Vickihassomegameicontipsonhersite,andJeybeehassomeexcellentadviceaswell.
*Makedecorativescreenshots.ThescreenshotsyouputiniTunesconnectdon’tnecessarilyhavetobejustdirectscreenshotsfromouriPad.Youcandecoratethemwithborders,text,andotherinformation.Jeybeealsohasanexcellentarticleonthematter.
*Prioritizethefirstscreenshot.Makethefirstscreenshotlookparticularlygoodandmakethecentralideaofyourappclear,itmightbetheonlyscreenshotmostpeoplesee!
*Localize.Localizingyourappdescription(andappitself)intoasmanylanguagesaspossibleisaneasyandimportantwaytoincreasesales.Manypeoplewon’tbothertodownloadanappifitisn’tlocalizedtotheirlanguage.
*Listthefeatures.Ifsomeoneisonthefencebetweentwoapps,theymightwanttoseewhatoneapphasversusanother.Sobesuretolistoutallthefeaturesyouthinkpeoplewillcareabout(butrememberthekeepitshortrule).
“TakenoteofhowmuchtextisdisplayedintheiTunesappbeforeauserexplicitlyaskstoreadmore.Theyprobablywon’thitthebutton,they’lllookatscreenshots.”–CarterAllen
YouriconshouldstandouttheminutesomeoneisbrowsingtheAppStore.Thisinitselfcanmakesomeoneopenyourapppage,puttingthemonestepclosertopurchasingyourproduct.
IcannotcountthenumberoftimesI’veskippedseeinganappbecausetheiconlookslikeitwasmadeinahurryorwithoutanycarewhatsoever.
Youcouldbetryingtosellthefastest,mosttechnicalcarintheworld,butifit’suglierthanabrickandisn’tgoodlookinglikeaFerrari,noonewillevennoticeit.
“Makeyourlogodistinctive,obviousbutkey.IsuggestedtoMike,thedesigner,thathetakeascreenshotofthetopappsinagridfromiTunesandoverlayouriconinPhotoShop.ifitdidn’tjumpoutitwasn’tright.”–ChrisWilson
Screenshots,screenshots,screenshots.Useupall5ofyourscreenshots,anddecoratethemwithextrainfotomakethemstandout.Don’twastescreenshotsonmenus,theaboutpageoraTweetSheet(I’mguiltyofthelatter).
HandyLink:JustinePratthaswrittenagreat(Imeangreat)articleregardingyourAppStorePage:MarketingApps
Iknowthatsometimes,especiallyasasingledeveloper,whenyoufinishanappafterspendingmonthsandmonthsonit,youjustwanttogetitsubmittedandbedonewithin10minutes.
Takesometime,evenadayortwoifnecessary,togivethatfinalbitofpolishtoyouricon,screenshots,anddescriptions.TheAppStorepagecaneithermakeorbreakyourproduct!
5)SendingPromoCodes
Sendingpromocodesisapopularmarketingtechniqueforappdevelopers,with69%ofrespondentssendingoutpromocodes:
Howtheydidthiswascompletelydifferentfromeachperson(orcompany)tothenext.Herearesomeofthemostprominentchoiceswhenitcomestosendingoutpromocodes:
*ApporCompanyNewsletter
*ReviewSites
*Forums
*Ondemand(whensomeonerequestsacodeforareview,forexample)
*YouTubeAppReviewers
*ToBloggersandpopularpersonalsites
*LocalSites(foryourcountryoryourtargetaudience)
Allofthesearefantasticchoicesanditallcomesdowntoafewthings.Mainlyyourconnectionsandtargetaudience.
“It’sprobablybettertousethepromo’sascompetitionprizestoincreaseyourfollowinginmostcasesbutIwouldholdsomebackforthosereviewsitesthatinsistonhavingthemprovided.”–ChrisWilson
Socialnetworksarethewaytogothesedays.IlovehowtheguysatCrescentMoonGamesorEpicGamesalwaysgiveoutpromocodesafewhours(ordays)beforerelease.TheyalsosharecodesrandomlyonholidaysorspecialoccasionsviaTwitterandFacebook.
Ifyouhavealotoffollowersoneitheronethenbyallmeanstakeadvantageofthisopportunity.Givingoutpromocodesdoesn’tcostasinglethingand,ifusedproperly,canbeagreatpromotiontool.
Keepingyourloyalcustomershappyisveryimportant.Socialnetworksofferafantasticopportunityforaregularpersontogetintouchwiththepeoplewhomakethefantasticproductstheuseandlove.
Otheroptionsaretocontactreviewsites(likeTouchArcadeforgames)andinitiateaconversation,offertosendapromocodeandtrytobegincreatinganetworkofconnections.Iwouldn’tadvisesendingpromocodesoutwithoutbeingrequesteddirectlyforonebyanappreviewer,sinceyouneverknowwhatyou’llgetinreturn.Nothavingthosecodescouldalsohurtyouinthefuturewhenyouneedtosendsome.
Mostofthepeoplewhosaidtheydon’tsendoutpromocodesisbecausethey’vedonesointhepastandhaveneverreceivedareview.ThisiswhyIsuggestyouactuallycontactpeopleatreviewsitessoyoumakesuretheyareinterestedinyourproducttobeginwith.
“Iusedtosendpromocodebutnotanylonger.Iprefertohavewebsitescontactmeforapromocodeorbuytheproduct.”–DavidMcGraw
Forumsandemailarealsoagreatwaytosharecodesorruncontests.Acontestcanhelpgeneratealotofbuzzwhenyoureleaseanewproductandcanattractalotoffirsttimecustomersaswell.
Onceagainwecometothepredicamentofdiversifying.TheusepromocodesontheirownismostlikelynotgoingtoyieldimpressiveresultsunlessyouhaveahugefanbaseonTwitter,Facebookandthelikes.Marketingisallaboutmixingandexploitingallthetoolsatyourdisposal.
6)HowToGetReviewsOnPopularSites
We’vealreadydiscussedthissubjectingreatdetailinthe“AppPreviews”sectioninpart1,sowewon’tdiscussthismuchfurtherhere.
TheonethingIwillmentionisthefollowing:
“Makingagoodenoughappleadstoreviewsinmyhonestopinion.”–RayWenderlich
Asobviousasthissurveyresponsemaysound,ifyourproductisgoodenoughthenyouwillpickupreviewsandexposurewithouttrying.Marketingdoesn’tjuststartwhenyouhaveafinishedproduct,itstartswithyourfirstbrainstormingsession,firstmockups,firstprototype,etc.
Younotonlyhavetomarketyourappviapromocodesandcontactingreviewsites,yourapphastomarketandpromoteitself!Nooneisgoingtowanttoreviewsomethingthathasn’tbeenthoughtoutwell,lacksattractingfeatures,usesagenericandclumsyUI,hasbugs!
AndresIlliger,makeroftheincrediblypopularTinyWings,neversentasingleemailorpromocodeforhisapp.Heckhedidn’tevenmarkethisgameatall!Despiteofthis,theproducthecreatedwassowellthoughtout,sobeautifullycrafted,thatthingsjusttookoffontheirown.Thiscanhappentoyourproductifyouputsomethoughtandeffortintoitfromdayone.
Whenyou’refirststartingmakingapps,there’softenagapbetweenwhatyoucando,andwhatyouwishyoucoulddo.CheckoutthisinspirationalvideobyIraGlass,whoexplaineditreallywellinaninterview.
Sodon’tworryifyouhaveaninitialskillgapanddon’tgetasmanyreviewsasyou’dlikeforyourfirstapp–don’tgiveup,andkeeplearningandgrowing!Rememberittakes10,000hoursofpracticetoachievemastery
7)MakinganAppTrailer
Trailers,previewsandsneak-peakvideosareanothergreatwaytogetcustomersexcited.Thisdoesn’tapplyjustforgames,therearesituationswhenpicturesdon’tdoanappanyjustice.Youreallyhavetoseeitinactiontobelieveit!
ShinobiChartsisagoodexampleofaproductthatmakesgreatuseofavideo.TheirchartingAPIisnotanApporGame,it’satoolforiOSdeveloperstoincorporatechartsandgraphsintotheirapps.
Bywatchingavideoofitinaction,yougetapreviewofhowthingswork,whattheendresultslooklike,howfarthingscanbetakenandhowsmoothitallrunsoniOS.
NotonlydoesthisshowthepowerfulfeaturesandcapabilitiesoftheirAPI,itallowsyoutomakeaninformeddecisionshouldyoudecidetopurchasetheirSDK.
Oursurveyshowedclosetoa50-50splitwhenitcomestomakingvideos.Keepinmindthatmakingavideodoesn’tjustapplytogames.Itdoesn’tevenhavetobeatraileratall!
Someapps,becauseoftheirnatureandwhattheyaresupposedtodo,arerathercomplexandrobust.Ahow-tovideoisagreatwaytoeaseyourcustomersintousingyourproductandexplainingsomeofthecoolestand/ormostobscurefeaturesavailable.
Otherapps,likeRoadInc.orClear,needtobeseeninmotiontoreallyappreciatetheirbeautyanduniqueexperience.
“WemadeHOWTOvideosshowingprofessionalshowtodovarioustasksintheapps.Asimplestepbystepvideoshowinghowtheappaccomplishesit’sgoalseemstohelpgetthewordout,andminimizesupportemails.”–SurveyRespondent
AfewmonthsagowhenClearwasbeingpreviewedinarticlesatEngadgetandTUAWIthoughttheinterfacelookedveryelegantbutnothingmore.Itwasn’tuntilIsawavideooftheappinactionthatIwasleftawestruck.
Fortipsonhowtocreatethevideoitself,checkoutthe“CreatingaTeaserTrailer”sectioninthefirstpartoftheseries.
“Whatevervideoyoucreate,andyoureallyshouldcreatesomething,shouldbeavailableforviewingonthewebpageforyourgame(youDIDcreateawebpageforyourgamedidn’tyou)andIchosetouploadminetoYoutubeandembedthat.Itallowsforcomments,sharingandabroadaccessibilitywithminimaleffortonyourpart.”–LynnPye
Finally,asthecommentabovesuggests,besuretoputyourvideoonYouTube,yourwebsiteorplaceswhereit’seasytofind.YouTubeisafantasticchoicebecauseitcaneasilybeembedded(aslongasyouallowthisinyourvideosettings)withinanywebsite.Thiscouldleadtoreviewersorbloggersputtingyourvideoontheirsites!
YouTubealsohascomments,whichallowyoutoconnectwithyourusers,andunlimitedbandwidthincaseyouget3millionviewsinamonth.Thismightseemunlikelybuttrustme,you’llbethankfulthatyourwebsitedidn’tcollapsebecauseyouexceededyourhostingplan’smonthlybandwidthlimit!
Makingyourvideoeasilyavailableisveryimportantbothforgettingreviewsanduserfeedbackanditcanbeanothergreatwaytoshowcaseyourproductandincreasesales!
8）UsingGiveawaysforPromotion
Giveawaysaresomethingthatcancostyounothingatallbutcandramaticallyimproveawarenessofyourapp.Agiveawaycanbeapromocode,giftcertificate,clothingorapparel,freeappsorsoftware,exclusivecontent,discountonyourappsorgames,etc.
“IranpromotionalcodegiveawaysonAppAdvice.comandtheywereincrediblysuccessful.FromwhatIcouldtellitwasoneoftheirmostactivegiveawaysatthetime.”–DavidMcGraw
Thereareplentyofwebsites,suchasAppAdvice,thatareconstantlymonitoringforpricedropsandinformingusersofsales.IgetdailydealsandrebatesonFlipboardviaAppAdviceandtheAppsfeed.I’vefoundsomeverygoodoffersImighthaveotherwisemissedandit’sallowedmetofindgoodcontentforalowprice(orevenfree).
Useyourimaginationwhenitcomestogiveaways.Asmentionedbefore,youcanusepromocodesonTwitterorFacebookbutdon’tjuststopthere.Trycrosspromotionwithotherdevelopersandoffertoexchangepromocodes.Thisisafantasticwaytobuildagoodnetworkofconnectionsandtohelpfellowindie/smalldevelopers.
Loweringthepriceofyourgameorapplicationisalsosomethingtobeawareof,it’sanotherformofagiveawayandcanhelpboostsalesandpopularityofyourapp.
Youcandothisrandomly,onholidays,importantdatesforyouandyourcompany,ordependingonhowyoursalesaredoing.
Giveawaysandpricedropsareafantasticopportunityforyoutotakecontrolofdecreasingsalesandkeepmomentumgoing.ThisiswhereusinganalyticsandmonitoringyoursalesoniTunesConnectcanbealotofhelp.
“WediscountedourappaspartoftheAppFridaypromotionforMomsWithApps.Itsignificantlyhelpedgetthewordoutearlyon.”–SurveyRespondent
Remembertoalwaysfocusonyourtargetaudience.Gotoforumsandwebsitesthatbelonginyourapp’scategoryandannounceyourpricedroporhandoutpromocodesthere.
Anothergreatformofgiveawaysarecontests.Fromsimpletriviastodrawingcontests,they’reallverycoolandcanbringyouruserbasetogether.Ifyouaremakinganawesomegamethenperhapsthebestwallpaperwinsafreecopyofthegame,orasignedT-Shirtwiththemaincharacter’simage.
Whateveryoudecidetodoasagiveawayorcontestbesuretodoitoften.Sometimes,especiallywhenworkingasasolodeveloper,wearesoeagertoreleaseourproductthatonceit’sontheappstoreweforgetaboutitalltogether.
Yourproducthasalongerlifethanthat.ConstantupdateswillrefreshyouruserreviewsandgiveyourappaboostontherecentlyreleasediTunescharts.Showingyourusersthatyoucareaboutyourproductisanotherwaytogainpopularityandincreaseyoursales.
LookatFiremint,they’vecontinuallyupdatedRealRacing,RealRacing2,Spymouse,andFlightControlwaybeyondwhatanyoneexpected.Ton’soffreecontent,newtracksandmaps,usingnewfeaturesofiOSandupdatingforthelatestdevices.Thisonitselfisagiveaway,usersgettingmorecontentandanimprovedexperiencefornoextramoney!
9)WhatAboutAdvertising
Advertisingisatrickyone,especiallyforindiedevelopers.It’saworldofitsownandtherearecompaniesdedicatedsolelytothis.Justtogiveanexample,evenlargecompanieswithlotsofinternalresources,talentedpeopleandmoney,choosetohireanadvertisingagencyfortheirproductsandbrand.
IfyouareanestablisheddeveloperorstudiothenyouprobablyhaveadivisionoragencyhandlingyourPRandadvertising.Ifyouareanindiethough,herearesometipsandsuggestionsinordertogetthemostoutofadvertising.
Thegeneralconsensusamongthesurveyrespondentswasveryfewpeopleareactuallyspendingmoneyadvertisingtheirapps,andthosethatarehadalotoftroublesgettingenoughvaluefortheirmoney.
“Wespentaround$800ononeburstofFusionadvertising.Inshort:itsucked.Wegotaround70visitorstothesiteperdaywhileitwasrunning.Itdidn’tevencomeclosetobreakingeven,andfailedtodriveanyinterestfortheapp.Iwouldn’trecommenditatall.”–CarterAllen
“Banneradsaren’tveryeffectiveunlessyouwanttospendBIG($10,000+),butincentivizedinstalls(TapJoyandFlurryAppCircle,etc.)canbemostcosteffective.Dependsonwhatyourgoalsare.Cheapertobeabletogetcross-promotioninsidepopularapps.”–Anonymous
Ifyoudowanttoproceedwithadvertisingthough,you’regoingtoneedagoodbudget,andthewillingnesstodoalotofexperimentation.Herearesometipsthatmightbehelpful:
*Alwaysrememberyourtargetaudience,especiallywhenadvertising.Dependingonwhoyou’vemadetheappforwilldeterminethetypeofadvertisingyouwilldo.
*Ifyouwanttohireanadvertisingexpertoragency,dosomescouting.Lookattheirclients,portfolio,experienceandcomparerates.Bargainingisdefinitelysomethingyoucandoherebecausetherearen’talwaysfixedrates.
*AdvertisingonTV,newspapersorradioissomethingwebarelyseewithapps.Internetisthewaytogoforourproducts.
*Determinethebestplacestoadvertiseforyouraudience.Ifit’skidsthenyoumightwannatargetonlinewebsiteslikeClubPenguinorCartoonNetwork.Ifit’sacookingappyouwillprobablywantfood.comorblogs/reciperelatedwebsites.
*FacebookorTwittercouldalsobeagreatwayofadvertising.I’veusedFacebookbeforeanditletsyousetabudget,targetyouraudiencebygender,age,countryetc.thegreatthingisthatweknowplentyofpeopleareonFacebooksoexposurewillnotbeanissue.Beingabletoestablishasetamountofmoneyisalsogreat.Whichleadsustoournextpoint.
*Establishabudget!Thisisoneofthemostimportantthingsyoucandohere.Evenifyoudon’thireanagencyorapersontohandleyouradvertising,youshouldbeabletoacquirestatsfromthesiteyou’retryingtoadvertiseon.Askforinfolikevisitspermonth,uniquehitspermonth,clicksperbanner/ad,prices,etc.Thiswillallowyoutocompareagainstotherwebsitesanddeterminewhereyouaregettingthebestdeal.
*Designaeye-catching,uniquebanner.Justlikeyourappicon,ifyourbannerdoesn’tlookgoodthere’sabigchancepeoplewillnotevenbotherclickingitorlearningaboutyourapp.Usesomeofthatadvertisingmoneyandhireadesignertomaketwoorthreeawesomebannersyoucanuseandbeproudof.
*AfterbuyingsomeadsonawebsiteordoingadvertisingonFacebook,besuretoacquirestatsandinfoonhoweverythingisdoing.Savethesestatsandanalyzethem–theA/Btestingtechniqueisusefulhere.Learningfromourmistakesisthebestwaytosucceed!
*SiteslikeFreeAppaDayarealsowaystoadvertiseyourapp.Keepinmindtheychargeyouaheftyfeetobeincludedinthissite,butitcanresultinalotofpeopledownloadingandtryingyourapp,whichcanleadtogoodwordofmouth.Theverdictisoutforthis–somepeoplehavefounditworththemoney,andsomehavenot.
*Keepinmindthatitismathematicallypossibletogetyourappinthetop100listofanappstorejustthroughadvertising.Itmaybeworthwhiletospendagoodbitofmoneyadvertisingyourapptogetitintothetop100list,fortheexposureandcontinuedbenefitsofbeinginthetop100.However,youneedtobeconfidentthatyourapphasenoughstayingpowertostayinthatlistonceyouradvertisinglistends.
Intheend,forusindependentdevelopers,it’sallaboutgettingthebestbangforourbuck.Wedon’thavethousandsofdollarstospendonadvertisingnorcanweaffordtheluxuryofwasting1or2grand.
Becauseofthis(andbecauseit’sdifficulttogetenoughsalesfromadvertisingtojustifythecost),manyindiesprefertogowithfreemarketingtechniquesinsteadofads.
Ifyouhaveanygoodtipsorsuggestionsaboutadvertisingtechniquesthathaveworkedforyou,pleasejointheforumdiscussionbelow!
WheretoGoFromHere
Inthissectionwe’vecoveredwhatyoucandowhenyourproductisontheAppStoreorreadytobereleased.Youcancertainlybemoreaggressiveherewithyourmarketingconsideringyounowhaveacompleteproduct(oratleastclosetocompletion)andcaneasilydivulgefeatures,screenshots,videosandmorewithoutfearofdelaysorfailingtodeliver.
You’vealsoseensomeadvicefromfellowdevelopersontheusageoftrailers,promocodes,contests,giveawaysandgettingreviews!
Onceagainwegobacktoourmantraoffocusingonyourtargetaudience,alwayskeeptheminmindwhenmarketingandpublicizingyourproduct.
Staytunedforpart3wherewe’llcoverafewofthethingsyoucandowellafterreleaseinordertokeepyourappaliveandmaintainasteadynumberofdownloads.