I have an application that relies heavily on the Twitter API. This app is genuinely very useful for Twitter users across the board but especially for Twitter users who want to promote substantive content. The application does a similar thing to an existing Twitter feature that many people use but with a tweak.
I have a few issues in marketing the app that I need help with:
Explaining features or benefits: How do I get people to see the greater context of what the application offers without their reaction being ".. but I could already do that with Twitter". (I think this is going to be the toughest challenge to overcome).
Promotion: How do I go about promoting the site's link on Twitter? I have few followers though I think I can get up to two high profile Twitter users (1000+ followers) to promote the link for me through a one-off message to their followers.
Going viral After launch, should I start promoting the application by sending links and emails to blogs and websites? (e.g.: hackernews, techcrunch, reddit, ...) or directly to Twitter users?
Last question: what kind of customer churn rate would be acceptable to catch the long tail hump? My intuition tells me that if I can send 1000 links to get 100 people to try it and from there get 10 persons out of them to promote it(90%), the product is in good shape to become viral? Am I off?
I'm not looking for the perfect answer just some crowd-sourced ideas from you and tales of similar experiences.
I have receive some suggestions but I'm even looking for more feedback.
- send the link to as many Twitter users as humanly possible using
@user (message), but send the link unobfuscated to separate oneself from the spammers who use the Twitter t.co shortener in combination with another shortener to hide the true link. The application URL happens to be short enough that it doesn't even obfuscate to T.co but I'm not sure even if this is enough to get people to click on a link from an unknown and untrusted source. Would you click on this link?
- Use the Twitter users own name in the link you send them. This could be both a turn on and turn off. Personalisation is always good for promotion but this could be seen as coming from a spammer with a little PHP programming experience. (Though maybe I'm giving the average Twitter users too much credit for knowing about programming and URL re-writing)
- Send the application with a personalized message to all of the Occupy Wallstreet protesters using Social Media on Twitter. The application would be especially helpful for this crowd. Who are some of the other users on Twitter who are on Twitter to spread messages, links and content that I should be aware of that would benefit?
- Reach out to Twitter users offsite, on other service like Klout.com. Where else do promotion minded Twitterers go and "hangout"?
Thanks in advance.