Introduction to Organic App Marketing and App Store Optimization

Editor's Notes

• #2: I’m Ian Sefferman, CEOTalking about Organic App Marketing, which I’ll define later, but roughly any non-paid channels to get usersShould be informal, feel free to interrupt with questions, Q&A afterwards as well
• #7: Any channel that will bring users to your app that you don’t pay on a per install basisPaid channels are not profitable: high prices and low quality
• #8: Process of ranking highly in the app storeSearch and Top ChartsInvolves choosing the correct keywords, managing and optimizing your app store presence, and ensuring you are following through day over dayVery early in this process, lots of changes happening, equivalent to ’95 in web search, chomp, etc65% of app users…
• #12: Before you ever start, you want to know who is your competitionWant to know how popular they are
• #13: Category management mattersRelevance, Volume, and DifficultyUse competitors to help drive this
• #14: Only 100 characters in iOS, must choose incredibly wiselyRelevance,Difficulty,Volume
• #15: Include keywordsNot necessarily same as app name on deviceFor discoverability and users clicking
• #16: iOS only, will talk about that100 charactersComes from history in musicStemming isn’t goodAlways use commas, never spaces
• #17: * Descriptions should optimize for conversion and web based SEO
• #18: Most importantWhat app is aboutWhy you should download it immediatelyRest is covered
• #19: Your reviews will be filled with junkUse this as an opportunity to get social proof, and reviews from someone who matters
• #20: * Focus on what the user cares about, not how it is implemented
• #21: First screenshot is most important: new tilesUsing text in screenshots is a good idea!
• #22: Focus on feedbackSpend a monthGet ratings highlyFix bugs, implement necessary features
• #23: Virtuous cycleBurst spendGet sophisticated
• #29: Make it easy to share with friendsDon’t forget SMSDo it appropriately in the right places (when a user is happy, when a user needs another friend to help out, etc)Don’t be reliant on a single platform
• #30: Choose the right publicationsAlso choose the right authors to pitchUnderstand their objectives: how are they paid (by post, by word, by page view?), what are their goals (pump out many stories, deep dives into a few stories, building readership, etc)Feeding data that is universally accessible is always a good strategyDon’t forget about guest posting