There are two key parts to any successful app strategy, 1) creating a high quality app and 2) promoting it via an integrated marketing program.
With over 700,000 apps now in the App Store, the biggest recommendation I have is don’t leave app marketing to an afterthought. Every client wants more downloads of their apps – and with this in mind, we are going to showcase some of the best examples of app marketing.
Great use of video – Fitness First iPad Magazine published by Active Media Group.
The July/August issue of the Fitness First iPad magazine contained a stack of great new features including a new look nutrition guide that pairs with specific training programs, a cool Wolverine special and 12 pages of the latest must have gadgets. We worked with AMG to build a fresh new marketing program including:
1) A redesign of the Fitness First iPad magazine web page www.fitnessfirst.com.au – a must for app discovery. App webpages provide content that can be indexed by the search engines and with clear linking to the Apple App Store they provide link authority to your app.
2) A new video showcasing the latest features promoted in the webpage and shown in all Fitness First Gyms. Videos are a great new way to highlight exclusive features and interactivity in the app and give potential readers a taste of what they will experience in your app. This advert is also run on the Fitness First TV, shown in every gym around the country.
3) A bigger presence on the Fitness First website home page www.fitnessfirst.com.au Make your app a priority on your website. There are always competing priorities for homepage space but by making your app easily visible and providing some great examples of content within the app is an important tool to increase downloads.
Getting featured by Apple
After 5 years in this space, we’ve have discovered one of the best ways to help get featured is to create a killer marketing program. The more activity you have planned to promote your app, the more you are willing to get behind your app, the higher the chance your app will get featured in the App Store.
Before the launch of the new look Fitness First iPad magazine, we provided Apple with a complete overview of all activity that was being planned for the launch. Fitness First have been featured consistently as a result, seeing a great number of user sessions this month.
Got a great example of app marketing? Please tell us about it – contact Lisa Walton, Strategy and Marketing.