手遊開發者致力發展以及取得最佳營銷效果的7種方法

作者:Ignasi Prat 譯者ciel chen

手遊曝光度一直以來對獨立遊戲開發者來說都是個老大難的問題。據預計2017年全球應用商城大概將有約2700億次應用被下載,與去年的2280億相比又有所增長。(數據來自Statista)如果你是一個有預算意識的開發者,網絡廣告應該不會是你首選的獲取新用戶方式。

考慮定位在應用商城的分銷戰略

不要把自己的應用侷限在谷歌和蘋果的應用商城裏,機智的做法是——在其他的應用商城也進行發行,爲提高應用下載量去尋找更多的機會。當然了,核心的兩個應用商城還是App Store和Google Play,但是除了這兩個市場大佬之外,還有很多可選的應用商店。

探索交叉推廣圈並且在當中推銷自己

網絡廣告公司是一個獲取新用戶的強大且有保證的渠道。如果你的開發工作室沒有投資網絡廣告的必要預算,那你最好探索各種各樣可以去免費得到宣傳機遇的交叉推廣圈。

他們大多數的運作原理是一樣的——在應用程序開發者網站或者圈子裏他們可以免費交換用戶和廣告。包括Tapdaq、Tappx和Eeryplay這些網站都是如此。這是一顆對大家都好的策略,無論你是一個獨立遊戲新人還是手遊系列劇作開發者質疑。很多厲害的應用開發者都會使用交叉推廣來作爲自己增加下載量以開發新產品應用的首要策略。

Keyword optimisation in App stores(from develop online)

Keyword optimisation in App stores(from develop online)

做一個交叉宣傳的手遊廣告策略好處多多。開發者可以進行高度定向的廣告交付,這讓他們可以從不同垂直行業類別中選定特定的地理地區進行發行,例如,在英國、發過、德國和印度,可以用類似的休閒遊戲標題爲一款休閒手遊製作廣告標語。

一旦開發者啓用了交叉推廣的廣告宣傳活動,他們就可以獲取他們的宣傳數據進行評估,比如說,他們可以根據點擊率來評估用戶對app的印象。爲了優化交叉推廣活動,你需要進行大量的試行和分析來讓結果最優化。

採取一種具有創造性、帶入感以及針對性的PR策略

如果你深入參與到了軟件的開發過程中,你就完全具備資格去在目標媒體、有影響力媒體、博客以及社交媒體平臺上推廣它。確保你製作的PR策略能點對點落實到位的,這樣才能製造轟動和興奮度。比如說,在即將上市的遊戲中,手遊玩家對那些別有特性、遊戲玩法/圖像畫質新穎的比較有興趣。

其他包含了開發者領銜人物採訪的新聞公告、掛靠可能有所關聯的知名遊戲IP、邀請有影響力的人/記者到你的開發工作室、撰寫開發博文以及給你的遊戲社區提供一些見解和建議。還有,培養一個有靈感有氛圍的的遊戲社區是得到反饋和想法的很好來源,所以對遊戲的粉絲以及媒體作出迴應是很重要的。

優化在應用商城中的關鍵詞

去研究並嘗試選擇各種不同的關鍵詞來提高應用的有機可見度。事實證明,使用應用名中經過測試的關鍵詞可以提高應用在app商城的排名。值得注意的是,多次使用關鍵詞並不會提高你的app在應用商店的排名。所以測試不同的關鍵詞、描述語以及同義詞組合來找到產生最佳有機搜索結果是非常重要的。

以我們的經驗來看,這個特定關鍵詞要有足夠的針對性,結果最好能讓應用排在搜索結果的前五名;而不是用那些比較通用的關鍵詞,出來的結果排到了列表前100的位置。另外,如果你想探索專業的高級APP Store優化工具(ASO),有幾個關鍵的供給者可以滿足這個需求——比如App Annie和apptamin。

優化應用設計和視覺效果

保證你的應用Log和在商城的圖表夠清晰,夠簡潔,夠亮眼。研究研究你的競爭對手在做些什麼,去爲潛在的新用戶提供一些特別的內容。通過a/b測試去測試一些不同的備選logo,然後看看哪種的效果最好。

App store介紹的截屏圖片和描述

用你截圖中最好看的圖片來推廣你應用程序中獨特的主張。不管你的應用類別以及主要功能是什麼,都需要在這方面做得精巧絕妙些。要保證你的app描述和截圖有所關聯,強調突出app的特點、優點和賣點。還有可以的話考慮考慮製作相關視頻,因爲這是一種可以在幾秒鐘內傳達應用的關鍵優點和信息的方式。

參與企業與消費者獎勵項目

通過各種獎勵平臺推銷你的才能和應用,大肆宣傳你的成功與成就。這是贏得目標受衆和同行尊重的有效方式。贏取的獎項就意味着你的商業成就被得到了認可和咱沒,這會引起觀衆中無論是消費者、投資者還是其他人的共鳴。一些著名的應用獎勵平臺包括——Google Play Awards和Best Mobile App Awards。

還有,去探索你所屬的行業/app類別的獎項。比如說——在遊戲開放行業的2017遊戲開發獎,或者爲西消費者頒發的“金搖桿獎”。再來,這裏非常值得注意的是——這些獎項通常都有獨立遊戲開發者這個特定的類別,所以說這方面獎項是值得你去試試的。那麼,多花點時間,考慮你所做的最成功項目,然後去提交獎項申請。記住,不入虎穴焉得虎子。

建立一個遊戲的微網站或網站頁面。

許多獨立遊戲開發者忘記了邁出這至關重要的一步——構建一個網站頁面或者微網站來爲你所有重要的利益相關者提供軟件的提供一個重要的目的地,無論他們是希望被告知最新app更新消息的消費者,還是那些研究你最新博客和宣傳的企業。根據我們的經驗,一個好的網站可以讓你像一個搜索引擎優化器、大橫幅廣告和鏈接交換般地參與到傳統營銷的實踐中去。通常情況下,有一個帶有App Store下載選項的簡易網站足矣了。

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Mobile app discovery is one of the toughest tasks facing indie developers. Around 270 billion apps are forecast to be downloaded across global app stores in 2017, an increase from 228 billion last year, according to data from Statista. If you’re a budget conscious developer, ad networks may not be the first feasible point of call to acquire new users.

At Tappx we’re no stranger to this situation as we started out as budding developers ourselves with a blank canvas. Through this article, we provide our top recommendations for increasing your app download rates, helping you to stand out in a busy and competitive app marketplace.

1. Consider your app store distribution strategy

Don’t limit yourself to just iOS or Google Play App stores. The smart strategy to increase your chances for more downloads is to launch across other app stores in geolocations in which you’re launching into. The core duo is, of course, the Apple App Store and Google Play. Beyond these two market leaders, there are a myriad of other additional app store options available.

2. Explore cross-promotion communities and promote yourself within

Ad networks are a powerful and proven channel for acquiring news users. If your development studio doesn’t have the necessary budget to invest in ad networks yet, you should explore the various cross-promotional communities available for free.

Most of them work on the same premise – a network or community of app developers exchanges users or ads for free. Some examples include Tapdaq, Tappx and Everyplay. This is a strategy which can benefit everyone, whether you are a new indie developer or part of a large franchise of mobile games. Many leading app developers use cross promoting as a primary means to increase downloads when bringing new apps to market.

Integrating a cross-promotional mobile ad strategy has powerful benefits. Developers can conduct highly targeted ad delivery with options to choose specific geolocations across various vertical industry sectors, e.g. deploying banner ads for a casual puzzle mobile game launching into UK, France, Germany and India, across similar casual gaming titles.

Once developers have activated a cross-promotional ad campaign, they can then capture and evaluate their campaign data, such as being able to view click-through rates and gauge impressions. To optimise your cross promotion activity, you’ll need to conduct lots of testing and analysis to deliver the best results.

3. Implement a creative, engaged and targeted PR strategy

As you’re intimately involved with the development of your app, this makes you eminently qualified to promote it across target media outlets, influencers, blogs and social media platforms. Ensure you create an end-to-end PR strategy to help create buzz and excitement. For example, app gamers like to hear about up and coming new games which possess unique features and innovative gameplay mechanics/graphics.

Other possible news announcements include interviews with lead developers, leveraging any notable IPs which may be involved, inviting influencers/journalists to your development studio, writing development blogs and providing insights and recommendations to your community. Also, nurturing an inspired and engaged community is a great source of feedback and ideas, so it’s important to be responsive to your fans and media.

4. Keyword optimisation in App stores

Research and try different selections of relevant keywords to increase the organic visibility of your apps. Using tested keywords in your app title or name is a proven method to increase app store rankings. It’s worth noting that utilising keywords multiple times doesn’t increase your rankings on app stores. It is critical to test different combinations of keywords, descriptors and synonyms to discover which combination yields the best organic search results.

In our experience, it’s preferable to appear in the top five search results of a targeted specific keyword search than compared to appearing in a top 100 list of a more generic keyword search. Additionally, if you wish to explore professional premium App Store Optimisation (ASO) tools, there are a number of key providers which can fulfil this need. Some examples include App Annie and apptamin.

5. Optimise app design and visual assets

Ensure that at your app logo or app store icon is clear, succinct and eye-catching. Research what your competitors are doing and deliver something unique for potential new users. Test a few different candidate logo options via a/b testing, and see what delivers the best results.

App store screen grabs and descriptors

Using your best screenshots which sell the unique propositions of your app. Regardless of your app’s category or key functionality, this part of the app store experience needs to be executed with finesse. Ensure you include descriptors for your screen grabs, highlighting features/benefits/selling points. Consider using video content if relevant as this is a potent way to communicate your app’s key benefits and messaging within a few seconds.

6. Enter business and consumer awards programmes

Shout about your successes and achievements by promoting your talent and apps through various award platforms. This is a potent way to gain the respect of your target audiences and your industry peers. Winning awards recognises business achievement accolades, that resonate with audiences whether consumers, investors or other. Some notable app award platforms include the Google Play Awards and Best Mobile App Awards.
Also, explore your industry/app category awards. For example, the Develop Awards 2017 for games trade, or The Golden Joystick Awards for consumers. It’s definitely worth noting that these awards often have indie developer specific categories, so it’s certainly worthy of investigation. So spend some time, consider your most successful projects, and submit your entries. Remember, you’ve got to be in it to win it.

7. Build a microsite or website

Many indie developers forget to implement this vital step. Establish a website or microsite as a key destination for all your important stakeholders, whether they be consumers wishing to be notified about your latest app updates, or businesses researching your latest blog or publicity. In our experience, a good site empowers you to engage with traditional marketing practices like SEO, banners and link exchanges. Often enough, having a simple site with app store download options is sufficient.(source:develop online