The art of marketing: success or waste of resources. Marketing is informing and enticing viewers to avail of your new indie game. Make it known, and make them experience. This involves an overall package, advertising , promotions, public relations, and ultimately, the best part –sales!
In the dynamic world of play, let your game kick off. Here are some inputs by a renowned marketing expert, Stefan Bielau who is also the co-founder of Dynamo Partners. Here are some steps for an effective marketing strategy:
1. Set Goals: What do you want to achieve?
Make things clear for your objectives, or otherwise known as your business plan. Align these with key performance indicators before doing anything. Plan well, plan first. What do you want to achieve within a limited period of time. This is the time to be have realistic goals such as the number of player retention, the number of transactions, etc. Then relate these objectives with your KPIs.
Setting short-term goals in a specific timeline allows you to reach more long-term goals. This avoids you to be overwhelmed. Take one day at a time in doing marketing. Decide when to run your campagins: Soft launch, hard launch, Game updates, and holiday seasons.
3. Choose instruments to use: tools and services.
Think of the best tools available and invest wisely in the right ones. This is important to the evaluation of output compared to the objectives you set beforehand. Belau remarked that there are available four pillars of analytic structures needed:
Attribution analytics which measures where the users are from and how they reached access to the game. This refers to which is causing them to play the game.The app-store analytics: This includes your search ranking when users enter the app store, and how well your game is being preferred.In-app analytics. This refers to the activities of your users in the game, i.e. when they pay an amount, when they leave, etc.Business analytics. This shows how the game is performing compared to the other competitors in this industry.
Choose the tools or services which target the specific goals you want to achieve. The duration of the integration of these tools and the rationale how will these pillars affect positively to the fulfillment of your goals are very important.
4. Good research channels
As a general rule, at least 20% of the budget should be invested in marketing. Good if there is a bigger budget but what if there’s only a small considerable budget. It is crucial to choose the channel which is worth your investment and resources.
Do market research first, or experience it yourself. If not, ask the advise of other developers. You can save much before risking in lousy performing research channel. You can also find insight via a LinkedIn group, or utilize Twitter, or resources such as Mobyaffiliates. Know what is working and what is not. Be efficient and effective by asking the timely right questions before choosing and investing on a preferred research channel.
5. Combine assets as one
Make sure you have the basic assets for your game: website, social media accounts, app store good graphics, press kit, Youtube advertising trailers, and press release for enhanced publicity. Here is how you do just that.
6. Do it, Evaluate. Repeat.
Once you implement these plants, be keen for results. Be honest in your evaluation by tracking the source of your frequent users. Through this, you can target your marketing efforts more efficiently next time. Keep on improving, then you will just be amazed of the growing number of audience, and increase of game revenue for the coming years.