App Marketing and Customer Relationships: The Best Posts from 2012

2012 has been a wonderful year, full of some fantastic advances in app marketing and some incredible thinking about building wonderful customer relationships. Here are some of our favorites. Enjoy!


Tips For the Perfect Mobile App Launch

A case study of the iPad app, David and Goliath. Be smart about launching your app and it could make all the difference to cutting through the noise in the app stores.

Mobile Apps will Become the New Internet 

With a majority of Americans owning a mobile device, mobile apps are a key way to connect with consumers. As mobile apps are creating more and more revenue, all businesses need to consider having a mobile app.

A Customer’s Feedback is as Valuable as Gold

On average, less than 5% of unhappy customers complain to the company. Therefore, every piece of criticism and negative feedback is valuable to understand the other 95% that are not saying anything.

Tricks used by app developers to gain users – What Not To Do

In today’s app market, discovery and retention can be difficult for app publishers. Here is some advice on what shouldn’t be done to acquire users.

The Present and Future of Mobile Advertising

Even with the surging growth in mobile, spending on mobile ads continue to lag behind the spending on online ads. Here are some ideas for mobile advertisers to use now and later.

Make Sure Your App is Found in Every Store

Everyday more and more apps are accepted into the app stores. More time needs to be spent on optimizing your app for discovery, keeping in mind the different discovery algorithms between the stores. 

Are Native Apps a Dead End for Publishers?

With constant new versions of iOS, Android, and other platforms combined with HTML5’s improvements, are native apps still the best course for publishers?

FTC Guidelines for App Developers 

A helpful guide from the Federal Trade Commission (FTC) that helps app developers comply with truth-in-advertising standards and basic privacy/principles.

Report: Developer Economics 2012

A clear report on developer economics focusing on changes in the mobile environment, platform specialization, profit margins, marketing and distribution, and geographical mobile app usage.

Loyalty is just as Important as Downloads to Your Mobile App Success

A mobile app’s success used to be defined by the number of downloads it received, but loyalty is a vital component that developers should devote more time to. 

Trust is the Foundation of Business

Customer-Experience-Management-Customer-Centric-Organization-copyTrustworthiness is a core value that all companies need to embrace. People do business with the people they trust and the more trust a company can earn from its consumers the higher the customer loyalty will be.

Tips to Make a Great Customer Experience

Positive customer experiences often lead to repeat business. Here are a couple of tips that can easily be implemented to make a positive customer experience.

Customer Experience Strategy Should Focus on Trust

Your customer experience strategy needs to have an emphasis on building trust with customers. Here is some advice on how to earn your customer’s trust.

Of course there are many other great posts from 2012, so please share your suggestions in the comments.

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10 inbound marketing tips for mobile apps

Inbound Marketing

With over a million apps available today and the growth accelerating, it’s natural for mobile app developers to look around for easy ways to stand out in the sea of apps. While there are numerous paid channels for boosting downloads, it’s not always affordable or desirable to be spending money in order to generate momentum for your app. In fact, spending money to promote your app before you’ve determined that you’ve got a real success on your hands is an almost certain route to failure.

A better approach to launching your mobile app and generating momentum is to utilize inbound marketing as a means of getting your first coverage and downloads. With companies like Moz and Hubspot raising awareness of the benefits of inbound marketing, more people than ever before understand that providing useful and relevant information for your target audience is one of the best ways to generate interest and awareness for your product.

Every mobile app developer can take several simple steps (10, in fact) to increase their inbound marketing efforts for their apps. If you’ve got suggestions, please list them in the comments!

1) Set yourself up on Social Media

We’re always shocked to find an app developer who doesn’t have a Twitter or Facebook page for their app(s) (we’re on Twitter and Facebook btw). Regularly timed tweets, discussing progress on your product, making points about features and capabilities and highlighting interesting uses of your app are all easy to share on social media. When people share what you’re talking about and you grow your circle of influence you’re going to thank us.

2) Talk with your friends

Inbound marketing isn’t just about online activities – at its core, inbound is the process of making sure that the right audience finds you. At the beginning of your app’s development, be sure to actually talk with your friends about the app. Involve them in the testing and let them play with the app, on their own. If you can involve them in the process early on, they’ll be much more likely to help promote your launch and assist in the discovery of early adopters, because they’ll understand who should be using the app and why.

This can extend beyond just your friend network to folks who have a reason to be an advocate for you, by the way. One of the reasons that we’re big fans of appbackr is that the process of winning backrs to your apps creates a team of people who share in your success, giving them a reason to help spread the word.

3) Create a core destination to house your content and marketing efforts

Publishing an app in one of the major app stores is simply not enough. You need to take ownership of your app’s presence on the web and this means choosing a core destination and investing in it. For example, our friends at Chewsy have a fantastic site for their food rating and dish discovery app.

Do you have an existing website for your business? Create a section on it for your mobile app. If you want the app to become a standalone brand, go get the domain and start building it out. Remember, you can always take your app’s name and add “get” as a prefix or “app” as a suffix.

4) Start creating content

Now that you’ve got a central destination that you’re going to be investing in, you should start filling it with content. Select content that is relevant to your app and zone in on exactly what unique value you can offer to your audience. Are you all about restaurant quality in a certain locale? Have a game that’s great for kids? Write about restaurants or kids games.

Importantly, content isn’t just about writing blog posts and creating new materials. These days, curation of relevant information is as important (if not more) as creating content. Share great resources and information that are relevant to your selected topics. Create a reason for people to come find you and stay for a little while. The good folks over at Buffer do an awesome job with this, check out their recent post on adding cool symbols to your tweets.

5) Words are good, videos are great

If you’re making a mobile app, the experience with your app is the most important thing right? Get used to creating short videos about how to use your app, what the benefits are and what a typical use case might be.

People love videos, especially short videos and if you can manage to make the video informative and entertaining, you might be really on to something. We’re not saying that all of your videos are going to get shared and “go viral”, but if you make something worth sharing, you can guarantee that good things will happen.

6) Share your data and experiences

With so many apps out there, app developers are hungry for lessons learned and data. If you want to be part of the conversation, monitor your own data and performance and then share it out. Your unique experience can be helpful for others in the space and there’s no better way to attract the attention and links from other developers than to be open about what you’ve done well, what you messed up and what you’d completely avoid in the future. It might be scary to share too much, but realize that the uniqueness of your app isn’t in the numbers, it’s in how you connect with your consumers. We’ve seen a lot of great examples of this, here are two to learn from:

7) Listen to your early customers for feedback

This is a topic near and dear to our hearts here at Apptentive, of course. Developers using our in-app feedback service regularly tell us about the victories that come out of their customer interactions. When you launch an app, you’ve got, at best, a guess about who is going to use it and why. Once it’s in the wild, your job is to figure out what you were right about, what you missed on and how you can improve.

The best way to do so is by listening to your customers and engaging with them as you make updates. When it comes to creating evangelists who will share your app with others, nothing is better than being responsive and engaging. Anonymous customers become trusted advisors and advocates when you make it easy for them to give you feedback, without the hassle.

8) Ask the right people for ratings

When it comes to earning an install, there is nothing more important to your app’s success than the overall ratings and most recent reviews. The vast majority of app downloads occur after someone has viewed your app’s page in the app store and most of their attention is focused on the ratings and reviews section. As a result, when it comes to inbound marketing in the app stores, you need to always be on top of what people are saying about your app.

Many app developers take the approach that it’s just enough to prompt people to rate their app, but this is really not enough. Too often, these prompts, by being about the developer rather than the consumer, turn people off and lead to bad reviews and app exits. Instead of prompting everyone, instead focus on understanding what people think of your app and only when you’ve understood that they’re happy with your app, should they be prompted to rate you. Our “Ratings Done Right” approach to this is one take that appears to be working very well for developers, but there are other ways to go about accomplishing this as well.

9) Get involved in the relevant communities

If you’re adding value to the app ecosystem and have learned along the way, be sure to share your knowledge. Whether it’s sharing technical lessons or talking about the subject matter of your app, there are sure to be devoted communities to the topics that are relevant to you. Spend 30 minutes a day researching and finding places on the web where others are sharing and join the conversation. Add value with advice, humility and respect and the benefits will accrue over time to your app, as an audience of people who trust you come into contact with what you’re working on.

10) Make sure you’re making it easy!

We can’t tell you how many times we’ve come across a site for an app and found the links to download the app to be non-existent. Make sure that you’re using the right links for downloading your app wherever you establish a presence and get good at tracking those links as well. Using tools like, you can track the links for social sharing and get the added bonus of knowing exactly what’s working.