I’ve been fortunate enough in the last year to help Pinger promote 8 different apps into the top 100. I’ve learned as much from the mistakes we’ve made, as from the things we’ve done correctly.
Guest Author: Brook Lenox
Here are top 10 mistakes I’d encourage you to avoid.
#1 Creating an Overly Complex App
The first app we created at Pinger was called Pinger Phone. Although this app did get into the top 100 for a short while, its main flaw was that it was way too complex. It had both a social media feed and an IM client. Those who understood it, loved it. Buy many people just didn’t get it.
So when it comes to apps, keep it simple.
#2 Having a Paid Only Strategy
There may be certain apps that don’t work well with a lite version, but I suggest you have a free and paid version if possible. You get double the possible exposure in the app store and you let users try your app before spending money on it.
#3 Using Sub Par Graphics
Just look at the top 100 apps. Some of the icons look like I created them (that’s not a good thing). They are blurry, unprofessional, and don’t stand out. Create the best graphics that your budget allows.
#4 Flipping a Coin to Price your App
The app store is a bit of a garage sale with $.99 tags on many items. Before you just go with the $.99 price, do research. What are your competitor’s apps priced at? Better to price your app a bit high to start. You can always lower the price later. One exception to this is the app Ping! Great app and great strategy. It was free for the first couple days while he marketed it into the top 100. Then he made it $.99. His strategy worked.
So it’s not always one size fits all. Think it through.
#5 Having No or a Last Minute Marketing Plan
I talk to so many developers that start their marketing plan once their app has been approved. Big mistake. While you’re dreaming up your perfect app, you should make your marketing plans.
#6 Not Tracking Everything You Can
At a minimum track downloads, ranking, revenue, and important changes daily. You do this to see what is driving your downloads and what is not. If you get a great review in an app review website, did it drive more downloads? If you spend money on mobile ads, how did that impact your lite and paid downloads?
#7 Not Being Willing to Spend Money
You’ve spent hours and hours building a great app. You should be willing to spend some money to promote your app. I realize it could be a waste of your precious funds, but you may also have a hit on your hands that no one ever finds out about.
#8 Not Doing Keyword Research
Apple gives you 100 characters to enter keyword information about your app. Do your homework. Use Google’s free keyword tool and the iPhone app store search box to figure out what keywords to use.
#9 Not Using your Userbase
If you’ve got a userbase when you launch your first app, announce the app to them. If you don’t, create a way to register or message your users for future updates or other app launches. Happy users you can contact are invaluable.
#10 Not Becoming or Hiring a Marketer
You can’t just be a developer. You need to become a marketer. Either start learning on your own or hire someone who can help you.
In summary, hope this helps you avoid mistakes and have success in the app store!
About Brook Lenox
Brook has been working in online customer acquisition for nearly 15 years and iPhone marketing for the past year. He helps developers with iPhone app marketing.
What are you thoughts about promotion and marketing iPhone apps? Discuss in the comments below!
{ 3 comments… read them below or add one }
Great post. However, I don’t think the trick of releasing your app for free so you can move up the ranks works anymore – there are now separate categories for free and paid apps.
What effective ways have you found to do keyword research with the App Store?
Very informative post.
But, I have to say there are lots of gray area on the above points.
Ping! is successful due to graphics design and it’s promoting how similar the app is to BlackBerry Messenger. This is what most people want (especially those new iPhone users).
I really think that’s Ping! major selling point.
His strategy may not work with other apps.
What I can say is “once, you have a potential app that people would like”, all it needs is exposure, and everything sorts out for itself. This is what happened with Ping!.
If an app is just experimental, foreign, and people don’t understand it. Even a big marketing budget or push is not going to make it successful.
This is a great article and I’m sure it will be helpful to many app developers. I agree that thinking about your marketing plan only after you’ve made your app is a mistake. As you’re coding, it really helps to think about the exact type of person who will use your app when your done and what you’ll do to reach them. It will make your job later much easier.
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