App Marketing &
PR Offering

What we offer

In addition to the design and development of your app, Skytz Software Labs(along with its preferred partners) also can provide App Marketing & PR Offering designed to help you launch your app, gain initial market exposure and continue to grow your user base.

As a founder, you don’t care about having an app store optimization strategy, a social media strategy, or a paid advertising strategy—you care about finding the right users for your product.

There is no one size fits all solution for finding users, also known as traction. It will be different for every company and it will change over time. What you need is a process to help you find the right way to grow your company, and a partner that can guide you through that process.

“What you need is a process to help you find the right way to grow your company…”

Zack Drew Head of Client Solutions @ Skytz Software Labs

At Skytz Software Labs, we use a process and methodology to help you find traction as quickly and as inexpensively as possible:

Explore all possible channels for selling your product. Cast a wide net and think outside the box.
Systematically test a few of these channels at a time, using real measurable experiments to see which ones can deliver the right kind of users your product.
When you find a channel that works, focus on it exclusively until it stops working—throw all of your resources into building and optimizing a marketing funnel around that channel.

What’s the goal?

The goal of all of this is to drive the cost of acquiring customers down. Anything that isn’t contributing directly to that goal is a waste of your time and money.

Skytz Software Labsand its partners can help you through every part of this process, from the early brainstorming of possible marketing channels, to setting up effective experiments, to implementing and refining a complete marketing funnel based around what we learn from those experiments.

Our App Marketing & PR Offering is led by Head of Client Solutions who commences each engagement by understanding your needs and goals.

Through this effort, we determine the right set of Marketing & PR activities and make sure we’re ready to introduce you to the right set of preferred partners to accomplish these goals.

We have expertise in helping implement whatever strategy ends up being the right one for your business, whether it’s app store optimization, paid advertising or something else entirely.

We will never try to sell you on a list of services. We are selling a proven process, and the expertise to implement that process in the most effective way for your company.

There is a right way to grow your business. Let us be your guide.

The below lists of services is meant to provide you a sense for what is possible. Skytz Software Labswill introduce to the right partners to execute on what your product needs, when it needs it. We’ve been working with these preferred partners for years and we know you will be in good hands with them.

Pre-Launch

Skytz Software Labs’ preferred partners can help you through every part of this process, from the early brainstorming of possible marketing channels, to setting up effective experiments, to implementing and refining a complete marketing funnel based around what we learn from those experiments.

App Store Optimization

In other words, app store SEO the optimizes app description, keywords, app name, icon screenshots to increase app’s exposure and improve app “findability”.

Services Provided:

– App name and keyword research and recommendations
– iTunes App Store and/or Google Play Store competitive analysis
– (Re-)write app description
– Focus group review of app icon and screenshots
– Ongoing keyword optimization

App Preview Videos

In other words, app store SEO the optimizes app description, keywords, app name, icon screenshots to increase app’s exposure and improve app “findability”.

Services Provided:

– App name and keyword research and recommendations
– iTunes App Store and/or Google Play Store competitive analysis
– (Re-)write app description
– Focus group review of app icon and screenshots
– Ongoing keyword optimization

Product Explainer Videos

Work with video production team to manage the creation of your product’s marketing/explainer video.

Services Provided:

-Provide video requirements and app highlights/summary to production team
-Review and propose edits to scripts and draft videos
-Distribute video on homepage and within other marketing channels

Homepage & Email Templates

The creation of a website that varies in complexity based on your needs. Please see the below set of options:

Web Apps (i.e., a web version of the full-fledged mobile app we may be helping you with)

-No part of this standard offering.
-We can provide you a time and materials quote for this effort separately.

Fully-Custom Marketing Site (WordPress-based)

– Example #1: Syml Lyfe
– Example #2: Rent Lion
– Pros: Highly customizable, high-quality, on-brand design, scalable for future growth
– Cons: Updates and maintenance are not DIY and will require on-going Skytz Software Labssupport

Cost: Time & materials added to the existing project budget and managed by the project PM, but generally these sites fall within a $7,000 to $10,000 range

Complex Templated Marketing Site (WordPress-based)

– Example #1: LastSeat
– Example #2: GamerCal
– The general format depicted here must be maintained to fall within this price point.
– Pros: High-quality, on-brand design, scalable for future growth
– Cons: Updates and maintenance are less DIY and may require Skytz Software Labssupport

Cost: $5,000-$7,000 without copywriting and $6,000-$8,000 with copywriting by Skytz Software Labs

Typical website features included within the above:

– Description of the app
– App screenshots
– Product Explainer Video (not including cost of video creation/production—see the section of this document above for pricing)
– iTunes App Store and/or Google Play download links and badges
– Social media links (e.g., Facebook, Twitter and Instagram) for Like Us/Follow Us
– Links to EULA, Terms of Use, Privacy Policy (does not include the cost of drafting these legal agreements)
– Newsletter/pre-launch sign-up or information gathering
– Contact Us

Email Templates (e.g., Mailchimp or a simple platform)

For use in sending newsletters, product updates or other information to interested parties.
Cost: $1,000 for set-up + your first email template + $500 each additional email template

Post-Launch

Public Relations Campaign

As we do with all clients, Skytz Software Labs will take a partnership approach to our relationship. We will work with you to assess your communications capabilities and operations and institute a customized public relations plan that achieves targeted business objectives. Most often, these objectives include widespread awareness and resulting use of your digital product among desired audiences, while laying the foundation for a long-term and comprehensive communications campaign.

The core messaging behind your digital product and your company is the foundation for a successful media campaign. Together, we will craft your story to ensure that your messaging engages media and tells the appropriate story for each target audience. Whether you are a business-to-business startup entrepreneur or a business-to-consumer Fortune 500 company, the messaging we create will encapsulate your business, your mission and the solutions you provide.

Our strategic public relations initiatives do not strive for media coverage for the sake of coverage, but rather to secure meaningful media placements that reach key audiences for growth and brand visibility.

Over the course of the campaign and depending on the level of public relations services you select, we will:

– Prepare all communications assets required for launch, including press releases, press kits, and contributed articles;
– Conduct media training for company spokesperson(s);
– Generate significant media coverage of the company’s launch, offerings, and ongoing news; and
– Highlight company leadership as thought leaders and innovators.

If needed, additional public relations services may include:

– Crisis management
– Analyst relations
– Online content creation
– Awards & speaking opportunity generation

Paid User Acquisition

Strategy and execution of any/all paid user acquisition campaigns. This work is all about establishing KPIs, meticulous tracking and measurement using analytics tools, and small advertising “tests” via a number of different ad networks. Measurement and optimization are paramount here.

Services Provided:

– Development of goals/key performance indicators (KPIs)
– Recommendation of KPI-choice driven analytics solutions
– Analytics platforms depending on -KPIs: AppBoy, LeanPlum, Appsflyer and/or BranchMetrics
– Create ad network testing strategy and execution roadmap
– Ad networks used depending on KPIs: Facebook, Twitter, Google and/or AdColony for early stage apps, Supersonic and Liftoff for more established apps
– Development of ad copy and graphics
– Execution of ad placement, monitoring and optimization

Content Marketing

One of the most effective ways to promote products and services is through content marketing, especially for eCommerce platforms. We set clients’ objectives buy dictating metrics, determine specific channels and build a plan that lays out quarterly, monthly, and weekly tactics.

The Goal:

In order to attract and engage customers, build our clients’ overall brand image via:

-Growth Strategy
-Content Development
-Social Media

The Key:

To build a framework of clear, strategic unique content via the marketing strategy, that transform our clients’ expertise into an array of written and visual forms, and also changes audience behavior for positive growth.

The Strategy:

Set mission/ goals
Establish KPIs
Define the audience
Assess clients’ current position
Locate and decide on the best content channels
Identify and allocate resources
Create a solid editorial, content calendar
Create content
Distribute and market content
Measure and report results

Content Audits

Content audits are great for eCommerce platforms that are not exactly sure what type of content to have on their website or in their app.

We can assess their content strengths and weaknesses, and provide roadmap for future marketing activities. We create a spreadsheet for our clients of all content assets, and collect data points such as word count, number of social shares, and calls-to- action. The following tools are helpful:

–Google Analytics: Track page visits and bounce rates
–Screaming Frog: Export on-site SEO elements (page title, meta descriptions)
–Social Metrics Plug-in: Know the number of shares per post

Skytz Software Labsanalyze the data to identify trends and provide recommendations of what we think would work best as an action plan for our clients.

Editorial calendars

We build effective, clear editorial calendars that strategically map out our clients’ content based on the audience, customer buying habits/ channels, and place on the appropriate dates to the clients’ timeline and milestones.

The Strategy:

– Compile all content into one editorial calendar
– Map out key dates, including app/product launches
– Post content at optimal times

Social Media Marketing

Effective social media marketing can bring tremendous success for businesses, creating devoted brand advocates and driving downloads, leads and conversions. It is a powerful tool that gets a good bang for every buck. We now live in a globalized society where the world is constantly on social media, so it is a powerful way for companies to reach their target audience.

The Key:

To create and share effective content on social media networks in order to achieve our clients marketing and branding goals.

The Goals:

– Increase app/ website traffic
– Grow conversions
– Raise brand awareness
– Create brand identity and positive brand association
– Improve communication and interaction with primary audience
– More goals TBD after a thorough assessment of the clients’ needs

The Strategy:

– Discovery Assessment to assess client’s needs
(ex) Keyword research and competitive research to help brainstorm content ideas that will interest the primary target audience. What are our clients’ competitors doing to drive engagement on social media?
– Map out plan and editorial calendar of social post and social media marketing campaign
– Create great content to showcase, a consistent brand image, and to promote content.
– Share curated links to leverage original content to gain followers and fans, and us the opportunity to link to outside articles that provide valuable information.
– Track competitors to provide valuable data for keyword research and other social media marketing insight.
– Measure success with analytics to determine the success of the campaign and ROI— (ex) Google Analytics is a fantastic tool that measures social media marketing techniques, as well as determine which strategies are and are not working.

Influencer Marketing

Influencers are able influence a consumer’s buying decisions and because of this, audiences’ perceive them to be a trustworthy, authentic source. Influencer marketing and its use ad of Adblock tech, from brands of all sizes, is one of the most popular marketing channels and is predicted to become a $5-10 billion industry in the coming years.

The Goal:

To boost our clients’ brand image and increase conversions.

The Strategy:

– Discovery assessment of the clients needs
– Create action plan for influencer marketing campaign, narrowing down the proper social media platforms to use as well
– Connect/ outreach to maintained and relevant influencers and brand relationships of Skytz Software Labs
– Negotiate contracts and rates

User Engagement

Drive user engagement and retention for an existing user base using personalized, direct messages to individual users

Services Provided:

-Copy, graphics and management of in-app notifications, text & email messaging highlighting:
- * New features
- * Features unused by a specific user
- * New friends/users joining
- * Promotions
-Leverages 3rd party platforms like MixPanel, Swrve and Apptentive