Contributor: Lorraine Akemann | Editor | Moms With Apps
Once you have an app idea, try searching for other apps like it. What keywords did you use for the search? Did you find similar apps? What categories were they in? How is your app going to be different? Putting the “app idea” in context of what already exists helps determine the competition and the user’s most likely path to discovery.
Look, feel, and user interface all make a difference in how the app is received. A professional edge will help an app stand out in the crowd. The springboard icon (little square image with rounded corners on the iPhone/iPad display) is a first impression and should be designed to capture the user’s attention and convey quality.
Is your brand a series of apps, or a single app? Some developers set up a new Facebook page for every app. Before they know it, multiple Facebook pages are cannibalizing one another. A social media presence should build, and not fragment, a brand. Elements of the social media portfolio include a blog, Facebook page, Twitter account, YouTube channel (for app trailers), Google +, and Pinterest.
Coverage from an influential blogger can produce substantial results. Unfortunately, many bloggers are overwhelmed with app review requests. Target bloggers in advance of your launch, and get to know them by reading, sharing and commenting on their blogs and Facebook pages. The more they “see” you in advance, the more likely they’ll notice your app review request.
Teachers need to assess whether an educational app is right for their classroom before buying in bulk, so the ability to preview an app before purchase is valuable. If you aren’t going to have a FREE or LITE version, consider having a detailed YouTube demo, or save some of your promo codes to distribute to teachers. If you run out of codes, set aside some budget for gifting the app. Teachers are also excellent beta testers.
The more testing you do, the more chances you have of incorporating user feedback to refine your app. TestFlight is a useful service for distributing pre-launch copies of apps to your test team. The app installs straight from an invitation email, and developers have access to statistics about the app’s performance during your session. This article by Shimon Young of My Playhome addresses the importance of kid testers in app design.
Marketing is turning into a bi-directional relationship with customers, and it starts well before you launch your app. I recommend reading the Mobile Evolution Blog for tips on a comprehensive marketing plan. In addition, knowhow much effort is involved in marketing your app, and figure out what you can do for free before you commit to a huge budget. Meanwhile, network with other developers (i.e., the Moms With Apps forum) to collaborate and keep current on tips and trends.
Reviews matter, and a bad review on the iTunes store can hamper sales. Cultivate strong customer relationships that focus on a feedback loop. For example, an interchange like: “How did the app work for you? If it made a positive difference in your home or classroom, please consider rating it on the app store.” By starting with reviews in mind, it will incent you to create a great product and strong communication channels with customers.
The app description is the only marketing material customers see in the app store. Assuming the customer does not take the time to read the developer website, it’s important to assemble critical product information into the app description. Basics about what the app does, how it works, the target audience, testimonials and disclosures are essential. Metadata text is limited, so choose words and formatting carefully.
Lorraine Akemann | Editor | Moms With Apps