Use press releases to announce the launch of your application and to broadcast any other timely and relevant information to the iPhone/iPad audience. The most effective means is through online PR agencies, which can distribute your press release to all media agencies, including Internet, blogs, newspapers, and industry trade publications. You should also contact directly editors, news analysts, and other professionals to review your application.
If possible, have a blogger or reviewer post comments at the same time you issue a press release for your application. The more total exposure you can give your application at the same time, the more likely people will notice and take a look at the application on your product website or on the Application Store.
Send out an email campaign to potential application buyers. The best list is your own list if you have developed one for other products or apps. You can also purchase lists from list brokers such as InfoUSA.com, which allow you to filter to specific categories, including contacts by industry, Standard Industrial Classification (SIC), size, job titles, spending, location, and more. You can also purchase millions of consumer email contacts by location, age, income levels, hobbies and interests, ethnicity, religion, household occupant info, and so on. As we have said before, use caution buying email lists because this marketing approach can eat into your profits, especially on a low-priced application.
Many other agencies (chamber of commerce, business communities located around airparks and in most towns, and so on) have databases of subscriber email addresses and will usually let you have access to their lists if you join their groups. Sometimes there are costs to join, so make sure you spend your money wisely on groups that match your demographic for your application.
Choose online or printed publications whose audience matches your targeted customers. For example, if you are selling an aviation application, you can look at targeting flying website or publications catering to pilots.
Good old-fashioned word of mouth can help you spread the word out about your application. Tell everyone about your new application, including family, coworkers, friends, and other developers. You can also send an email message out to all those people in your address books announcing your new application. If you attend any events, such as luncheons, seminars, forums, be sure to talk about your application to all that will listen.
Look into attending weekly application meet ups. These are meetings that are held in many large cities across the U.S. and Canada that discuss iPhone/iPad application development and share ideas with each other. It’s a great way to make new contacts and get ideas on how others are successfully marketing their apps.
Advertising is another way to get the word out about your application. There has not been too much advertising by developers because they are concerned about the cost, but you can find local television and radio stations that might be interested in discussing your application on a show, and you’ll get free advertising. Keep in mind that not all apps are well suited to TV or radio advertising.
Your application must have broad appeal, such as a game, shopping tool, or weather or navigation tool, and so on. For example, an application that provides train schedules for the Phoenix light rail system should focus on the ridership for that rail system. It makes sense to look at poster advertising at train stations and in local publications that discuss the trains or are distributed at the stations.
Banner ads should also be considered. They can be targeted somewhat closely to your application-buying audience. A banner can direct people to either your website or directly to the Application Store to review your application.
You should look at employing analytics to measure the success of your apps. Analytics tools help you measure how many apps are being sold, how people are using your apps, and where in the world your apps are being used. Analytics is an important marketing tool because it can help you make adjustments to your marketing campaigns or add and enhance features that your buyers are interested in.
Analytics can be downloaded and used for free from most analytics firms, including Admob and Flurry/Pinch Media. They also have monetization platforms that can help your application generate revenue from the placement of ads on your free apps.
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