@Apppromo presentation from FITC #screens13 -Oct 3rd, 2013 -Toronto, Canada


Screen2013

 

Thanks to a great audience who attended @Apppromo’s presentation today at FTIC #screen#13 in Toronto. As promised, please find enclosed a copy of the presentation for those who wish to download it.  If you want to continue the conversation, please feel free to tweet us @Apppromo or reach us directly at info@app-promo.com.  We look forward to hearing from you and good luck! 🙂App-Promo Screens13

TIP: Post Your Press Releases on Your Site

To maximize your SEO you will want to pasteyour entire press release on your website. Visual text is one of the big three when it comes to giving weight to your site for search engines so make sure you don’t just attach or link to the press release. Be sure to update this page with sharing features which will help increase distribution of the release via social networks or email.

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Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

The Product Description Formula

ASO 5-Part Series: Part 5 – Product Description

Your product description is arguably the most difficult of all of the product page assets to put together. Its no wonder than that most app publishers resort to one or two sentences in this field when they usually have up to 4000 characters.

Writing about your product can be difficult – especially when you are faced with a blank page and you are more keen to write code than marketing copy. Lucky for  you we have created a formula which can help you create an effective product description which is aimed to sell your app and gain the download.

Before we break down the formula, the first thing you will want to do is refer back to the list of search terms that you created when considering a name for your app (Part 2 of this series). Your product description is a great place to use any / all of these search terms as long as they make sense within the copy. This will help ensure that your product description is not just effective at explaining to potential downloaders why they should download your app but it will also be working to attract traffic to this page via search.

It is important to maximize all available characters in the product description. As well you will want to make use of features such as embedding video. Investing in a YouTube video to demo your app or getting a video review site to review your app and using this in your description is a great way to use the free tools the app stores are providing you.

Now for the formula. A great product description is made up of five elements:

  • The Elevator Pitch
  • The Pricing Statement
  • Reviews or User Feedback and/or The News Section
  • Features and Functions
  • The Sales Pitch

The Elevator Pitch is a short, succinct description of your app that answers these questions:

  • What is your app?
  • What does it do?
  • Why should I care?
  • Why are you different?

We call this the elevator pitch because you should be able to articulate this in a few sentences 2-3 at most. Readers should be able to get a clear picture of what your app is all about and most importantly why they should download it from this statement. If this was the only thing they were able to read about your app it should compel them to download it. This is why your product description will start with this statement.

The Pricing Statement articulates the costs associated with the app. If it is free then state this – even if it is also obvious from the pricing label in the app store. This area becomes increasingly important when your app is using a freemium model. In this way, you will be setting expectation for the user that your app is free to download but that there are premium areas offered inside they need to be aware of. By clarifying pricing up front, you will be reducing the number of downloads which will result in customer complaints.

The Review or News area is a great spot in the product description to pull out a comment or rating from users and/or app store review sites or even chart success from the app store. This area helps balance out the marketing copy you are creating as the owner of the app with feedback from credible and more social resources that potential downloaders will listen to as part of that community.

The Features and Functions section is an obvious addition to the product description. We suggest that in this area you list out the main features of your app. Using an actual ordered list will make it easy to read in the product description. Here you will want to focus on the core elements of your app and highlight those that make your app differentiated in the market. As you grow your product roadmap you will want to keep this list updated in your description.

Finally the Sales Pitch is the last statement in your description. This statement should echo again the reason why users should download your app. It is also an area to market your website, social networks, videos and any other apps that you want to include as part of your brand or product offering.

One important thing to remember once you have your product description up and live in the app store is that your product description should not remain static. You should revisit your product description with every product update to make sure that your copy reflects new features. In addition, any news or new ratings, reviews or successes should be celebrated here.

Good Luck!

TIP: Grow a List of Media & Bloggers

Build a list. Press is not a one time thing. You will want to let the bloggers and the media know of major releases, success stories, customer feedback etc. Keep a list of those that you have contacted in the past and mark those that have been receptive. In between marketing periods, continue to add to this list so that when the time comes to send out the next press release you also have new members to your distribution list.

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Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

TIP: Include At Least One Quote in Your Press Release

Include at least one quotefrom an authoratitive source such as the VP, owner or app owner of the application or brand. These can also be testimonials from users or clients of the service. Quotes are great for bloggers and the media to pick up and use right out of your release.

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Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

TIP: Don’t Forget Keywords When Writing Your Press Release

Optimize your press release for searching and browsing by focusing on effective keywords. Your title of your press release is the most important factor for SEO so choose it wisely. Often the press release title becomes the page title which has the most weight for search engines. It is extremely important to use your primary keywords, including your app name, to make this part of your press release useful for search engines.

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Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

TIP: Use a Media Contact in Press Releases

Sounds simple but make sure you always include complete and accurate contact details in your press release. Include a name, title, phone number and email address. If you have done your job write with the release you will be needing this for questions and interviews from those that receive it.

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Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

TIP: Don’t Be a Stranger, Build Relationships with Bloggers

Lay the groundwork with bloggers by building a relationship through comments. Subscribe to the bloggers you feel are most influential in your sector and then engage with their posts via commenting. Soon your blogger will get to know you and respect your input so when it comes time to launch your application, you won’t be a stranger in their inbox when they are sent the press release.

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Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

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