Have you ever won­dered how to mar­ket an app for iOS and Android? This ses­sion will take you through the basics from: App Store SEO, Social Media, Mobile Mar­ket­ing Cam­paigns, even the often spec­u­lated QR code. This session will also do an overview of free mobile mar­ket­ing tools that can track your success. Questions answered in this session: - App Store SEO - How to optimize your app for maximum discoverability in iTunes and Google Play - Social Media - How to use Facebook and Twitter to effectively market your app and communicate with your users - Mobile Marketing - How to effectively run campaigns with no budget, or a huge budget - Ad network basics and contra deal partnerships - QR Code - How to effectively use a QR code - How to make one that stands out from the pack (in a good way) - Mobile Marketing Tools - Which (free) tools can you use to track your success and progress. Kenny Nor­ton is the Dig­i­tal Mar­ket­ing Man­ager at theScore, he man­ages and exe­cutes all social media and mar­ket­ing for theScore App — one of the world’s lead­ing and most down­loaded sports apps. Once you build the next Insta­gram, or Flip­board you’ll be able you’ll be able to mar­ket it to the masses after attend­ing this session. You can follow him on Twitter here: http://twitter.com/kennynorton You can connect with him on Linkedin here: http://linkedin.com/in/kennylnorton Presented at Pod Camp Toronto 2013 February 23, 2013.

1. Ok, I’ve Got an App —
Now How Do I Market it?
Mobile Marketing Basics
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2. Who am I?
• Kenny Norton
• Digital Marketing Manager @ theScore
• Former Sysomos Employee
• Former RIM / BlackBerry employee
• Passionate in Mobile / Digital – Driving Growth
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3. Kobe or LeBron?.... On Twitter
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5. The Basics
• Assumption: you or your company have an
app or will have one
• Have a website / micro-site that shows off
the app and it’s capabilities
• Have a video if possible to show off
capabilities
• Link to app store downloads, contact
options and social presences
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6. Doing it right. Flipboard
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8. App Store SEO
• App Store SEO aka “ASO” – App Store
Optimization
• Increase your app’s discoverability via
search
• Different for iTunes App Store and Android
Google Play Store
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9. Apple App Store
• Key word section is very important
– Don’t use spaces (score,sports = score, sports)
– Don’t bother with plurals (SCORE = Score and
Scores)
• Doesn’t matter how many times you write a word
in the description
• Keywords and screenshots only updated with an
app submission
• App submission process (5-10 business days)
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10. Google Play
• No key word area
– The 5 Times Rule: the more you mention a keyword the
more you will rank for that key word in search (up to 5
times) – Don’t key word dump.
• The name of the app
– Use keywords if possible.
• For example: theScore: Sports and Scores is > theScore
• Track!
– Some key word changes can increase by 100’s of spots
• Demo video
• Can change all of the above very quickly with little review time
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11. App Store Basic Tips
• Have GOOD screenshots of the best / most
visual parts of your app
• Have an excellent logo. This is your brand to
the user – does it relate to the app?
• Pay very close attention to your user ratings –
if people discover you and your ratings are
bad they’ll avoid you – wasted effort
• Ranks: Apple: “What have you done for me
lately.” Google: “What have you done for me.”
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13. Social Media
• Sharing from your app to FB / Twitter –
increases discoverability – “Hey, what’s
that?”
• Customer Service Tool
• Potential inbound marketing tool
• Facebook App Center
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14. Facebook App Center
• Apps that have proper Facebook integration
• Convenient Send to Mobile Button
• Accurate insights – Shares, usage, conversions
• “Your friends are using it.”
• Incredibly targeted advertising for your app
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16. QR Codes
• When is a QR code most effective?
– Print, signage, business cards etc.
Anything tangible
– Do not put it on TV, website – nobody will scan
• Make it worth it – give them some value
• Try app.lk from Distimo – free resource,
detects your mobile phone platform and
directs you to appropriate app store
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17. QR Codes – II
More Pointers
• Make sure the link is shortened, the longer
the link, the longer the load time for the user.
• Make sure it works! Test it!
• Call to action: “Scan to download”
• Make sure destination is mobile optimized
• Measure!
• If it’s to download your app, direct them
straight to the app store
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18. QR Codes – III
Get Creative
• Get creative. Not all QR codes need to be
boring.
• Small fee ~ $50-75
• QRLicious.com
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20. Mobile Marketing
-No Budget
• Contra marketing – Promote another app / web
site within your app, and have them promote
your app
• Press Pickup – Reach out to influential mobile
blogs with a pitch for pick up on blogs like
“Android Central” can generate a huge spike in
downloads – Helps if you have a website / video
• Promote ALL the time
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22. Mobile Marketing
-HUGE Budget
• Conversions = New Downloads
• Ask: Is a conversion worth it?
• Google Ad Words – Cheap at first and
require little set up but can be expensive
– Google Ad Words - Banner Ads, Text Ads,
YouTube Pre Roll
– Paid Ad network: Millennial, JumpTap etc.
• Approximately $2.00 on iOS, $1.75 on Android
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23. Mobile Marketing Tools

24. Mobile Marketing Tools
-ALL Free
• Tools to help you market your app
• Distimo – Tracks your downloads
• Bit.ly – Tracks clicks on links
• App.lk – Have Android / iOS? Use this to
detect and serve the right link
• App Annie – Get daily email breakdowns or
view international store ranks
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25. Distimo – App Store Downloads
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26. Bit.ly – Clicks. How many &
Where are they coming from?
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27. App.lk (via Distimo) – Mobile
Detection for multiple platforms
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28. App Annie – Daily app stats
delivered by email
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29. Questions?
T: twitter.com/KennyNorton
L: linkedin.com/in/kennylnorton
E: kenny.norton@thescore.com
?
App: theScore (iOS, Android, BlackBerry 10,
Windows Phone) mobile.thescore.com
Scan to Download ->
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