2. Mobile Apps -> Fast Facts
• Total iOS downloads = 50 Billion (source)
• App Store and Google Play have over 800,000 apps each
(source)
• Over 1.2 Billion App users Worldwide (Dec 2012)
• Expected Annual Revenue (in-app purchase, paid apps,
subscriptions) = $25 Billion
Yet 1 in 4 mobile apps, once downloaded, are never
used again.
3. Index
1. Define Success
2. Claim Your Social Accounts
3. Create Content
4. Record a Demo
5. Launch a Dedicated Site or Landing Page
6. Content Planning: SEO, social, blog, SMS, alerts
7. Targeted Paid Ad Placements
7. Metrics to Measure App Effectiveness
Recommended KPI starter kit
1. Active Install Rate – the number of users who install the app and don't
uninstall
2. Number of ratings the app receives
3. Average Rating in the app marketplace
Setting a few benchmarks, most free apps have a higher active install rate
during the first month, around 50%, after which it levels off around
30%.
Average Rating = 3 (out of 5)
Our Goal is to Strive for higher to maintain a healthy
active install rate.
8. Tactical Metrics to be Consider in
Mobile
1. Total App Downloads
2. Contest or Sweepstakes Entries
3. Social Shares / App Reviews
4. Web Traffic – new vs. return visitors
5. Social Engagement / Channel Growth
6. Unique Leads Collected
7. Accounts Opened
8. Revenue Generated
9. What Keeps the User Engaged?
• Rewards points
• Push notifications to let users know of the new
• Contest or Sweeps Entries
• Product Demos & Feeds
• University – learn & earn
• Ideas – help us improve
• Affiliates – save via Referrals
11. Claim Social Accounts & Use social
media to…
1. Feature a showcase of the app while it is fully developed
2. Solicit feedback and ideas from your future users
Visual channel = Great place to show product in final stages,
and snag good suggestions for UI/UX improvement
Remember, our immediate goal isn't web traffic – but
want to drive app downloads first.
12. Create & Distribute Content
Spend time in creating content that clearly explains how to use mobile app.
- Blog posts
- Press releases
- Social media content
- Website copy
- Email marketing copy
Schedule to check periodically in social during launching month to provide real-
time updates on:
1. Support issues
2. Reviews
3. Respond to user recommendations
14. Launching a Dedicated Landing
Page
To complement social promo efforts,
launching the current page even if your
app hasn't yet hit the market.
Direct users to this page of your site
Let them view your demo or video
Include sign-up for email / SMS alerts
when app launches or updates
15. Content Planning
After Development (3-6 mo.)
- Focus on one initial app store
- Landing page design
- On-page SEO for landing pages / blogs
During App Testing (1-2 mo.)
- Demo – push to YouTube & landing page
- Content aligns to App Store SEO Checklist
- Promote launch date in PR, blog, social
- Add to Social Calendar & Email Newsletter
- Set up App launch alerts & email trigger(s)
Launch (1-2 wks)
- Feedback from teams, BETA users, media
- Cross-promo placement
- Paid media planning
16. Targeted Paid Ad Placements
With Google algorithm's freshness rule remaining consistent, gain
SEO traction for the mobile app launch
- Complement SEO presence with paid advertising during launch week
- Run AdWords campaigns to mobile search users only
– use landing page for SEO / SEM
Set up paid, targeted ads on Facebook to drive users to your Facebook
Page or the Mobile App Download
- Greet them with a welcome screen encouraging sign up for your mobile app
-Sponsored Tweets and paid YouTube (with link to app) also strong promo
opportunities