Author: Wassim Guerbaa (page 2 of 6)

Tips to Planning Your Mobile Marketing Strategy in 2017

Currently, there are more than 2 billion smartphone users in the world. Since humans are more likely to have a mobile device in their possession than a desktop, it is best for the marketers to start building a mobile marketing strategy.

The future of mobile marketing is now. Click here to get a free consultation with our marketing experts. 

CMO spending in 2017 will revolve around mobile-first strategy. From designing mobile-first landing pages to providing interactive web content across social media channels, mobile marketing is a dominant force.

2-1-2-768x432

 

WHAT DO THE NUMBERS SAY ABOUT MOBILE MARKETING?

On an average, every user looks at the phone 46 times a day. With more than 90% of mobile phone users glued to the screens for most part of the day, mobile marketing is the quintessential activity every marketer should explore in order to churn new ways of engaging audience and maximizing ROI from their marketing campaigns.

Mobile Marketing Statistics

Marketers are investing heavily on digital ads and Mobile ad spending in 2016 alone has been projected to touch US $50 billion – representing more than a 400% increase from 2013. By 2020, the mobile ad spending will cross $100 billion outbidding TV ad spending. Currently, mobile ads account for nearly 50 % of all digital ad spending globally.

WHAT ARE THE VARIOUS MOBILE MARKETING METHODS?

Mobile marketing ecosystem is in a constant state of flux due to ever-expanding set of channels of communications. Marketers starting fresh with a mobile marketing strategy can initially focus on the following mobile marketing methods.

MOBILE PUSH NOTIFICATIONS

A push notification is a pop-up message that appears on the mobile screen even when the device is locked or the app is not working currently. It is a direct 1:1 platform for marketers promoting a new product launch or driving users to explore vendor’s marketing channels like social and email.

IN-APP MESSAGING

In-app messaging is primed to engage a user with more targeted, purposeful interactive sessions while still accessing an app. It is a faster mode of user engagement generating 8 times more response rate compared to push notification models. In-app mobile marketing model allows marketers to project their most valuable promotional/ transactional content to a loyal set of users who recently showed purchase intent.

MOBILE WALLETS

Mobile wallet marketing is the next frontier of digital marketing technology that allows marketers to leverage opportunities across all marketing channels with customized offers and coupons. More than 30% of smart phone users have mobile wallets and most of them are likely to save tickets and offers in addition to making in-app payments.As far as digitally-driven loyalty programs are concerned, mobile wallet marketing can be tracked, updated and loaded with location-based content.

SMS/MMS

SMS/MMS is one app platform that every smart phone user can access to. To begin with a marketing campaign, marketers can either opt for automated email marketing or automated SMS/MMS marketing targeting the same set of smart phone users. Budget-wise, SMS/MMS marketing is cheaper and more ROI-centric than email.

MOBILE APP MARKETING: TAKING MOBILE MARKETING BEYOND SEARCH ENGINES

3

By 2020, the mobile apps industry is pegged to generate US$180 billion in revenues via in-app advertising and app store purchases. In 2017, the total number of app downloads is estimated to reach 268.69 billion.

Industry-wise, e-commerce and retail mobile apps secure the highest user engagement with an average of 17.5 session launches per month. With the kind of numbers that mobile app marketing holds, marketers can finally move towards developing a single mobile-friendly website  rather than working on multiple platforms —social, web and mobile, simultaneously.

In fact, Social + Mobile will be the most relevant marketing channel for marketers beyond the existing search engines. Not only does it offer customers a reason to interact with the brand without barriers but also empowers marketers to build a mobile-specific relationship based on customer preferences, analytics, recurrent incentives, discounts and content-driven ROI.

Top 5 mobile marketing trends in 2017 expected to drive maximum ROI are

  1. Customized mobile e-mail campaigns
  2. Enhanced UX with click-prompting CTAs
  3. SMS/MMS text clubs
  4. Wearable device notifications and beacons
  5. Mobile video advertising

For marketers, the future of mobile marketing is pretty much the safest thing to build. Flawless video-based ads, enriching messages, personalized email, MMS/SMS with high-scoring social listening engagement—that’s enough to reach out to every mobile user and deliver targeted products with minimum attribution.

Kickstart your mobile marketing strategies with our expert guides here.

 

Share This:

Apple’s Big App Store Purge is Now Happening

Earlier this year, Apple promised it would clean up its iOS App Store by removing outdated, abandoned apps, including those that no longer meet current guidelines or don’t function as intended. That great App Store purge now appears to be underway, according to new data from app intelligence firm Sensor Tower. The company found that app removals increased by 238 percent in October 2016, with mobile games seeing the most deletions.

Apple had originally stated that the deadline for developers who wanted their outdated apps spared was September 7, 2016. However, Apple didn’t take immediate action during the month in terms of large-scale removals.

That seems to have changed in October, when 47,300 apps were removed from the App Store, Sensor Tower discovered.

And while it’s true that Apple does delete apps on a regular basis, this figure is around 3.4 times higher than the monthly average of 14,000 for the months of January through September. (See chart below).

app-store-purge-october-2016

The figure indicates that Apple is making good on its intention to remove the cruft from its App Store, as earlier stated.

Given that “Games” is one of the the largest, most popular, and highly-trafficked categories on the App Store, it’s not surprising that it also saw the most deletions. The report found that of the 47,300 total apps removed, around 28 percent were games. This category was followed by Entertainment, Books, Education and Lifestyle.

But there were far fewer deleted apps in the non-game categories. Entertainment and Books were practically tied for second place at 8.99 percent and 8.96 percent, respectively. Education and Lifestyle were even further behind, at 7 percent and 6 percent.

Although the data clearly points to a spike in deletions, this process is likely still underway. Prior analysis of the state of abandoned apps on today’s App Store, indicated that almost half of the apps hadn’t been updated since May 2015. And 25.6 percent hadn’t been updated since November 2013.

What we don’t know for sure is how Apple will define “abandoned.” In its message to developers this fall, the company said that in addition to those that don’t meet the current review guidelines or don’t work as intended, it would also remove apps that “have not been supported with compatibility updates for a long time.” (Emphasis ours.)

That statement is vague on purpose – it gives Apple the ability to make judgement calls on individual apps, without having to commit to a hard rule in terms of when the app was last updated.

Despite this big cleanup, the App Store itself is still growing. Sensor Tower estimates that it could more than double in size by 2020, with 5 million apps available.

Apple, in addition, said that around 100,000 new and updated apps are submitted each week, and the store itself has over 2 million total apps. And with the launch of the iMessage App Store, where iOS apps can include extensions that let them be surfaced through the iMessage interface, Apple’s app marketplace will continue to expand.

Don’t Get Purged And Get Your Organic Downloads Doubled With Our Mobile Experts Here

Share This:

9 Ways to Master the Google Play Store Ranking Before Christmas

1doit4
A lot has been written about ASO (App Store Optimization) on the Apple side of things, and we are well-aware of how crucial parameters like total installs and download velocity are on iOS. It’s also well-known that the Google Play algorithm for rankings and search is a bit more sophisticated. We figured we’d take the time to compile a comprehensive memo of what we’ve learned and present you with 9 actionable tips on how to run a successful ASO campaign in the Google Play Store:

Head of Search and Discovery for Google Play, Ankit Jain, states: “For the average app, search actually makes up the vast majority of installs.” According to Jain, 12 percent of daily active users (DAU) search for apps every day, 50 percent of DAU search for apps weekly and Google sees six million unique phrases searched monthly.

Another interesting note is that in the iOS App Store, no app ever stays in the same ranking spot all seven days of any given week. When you look at Google Play, you often find five or more apps maintaining the same top spots for over a week. Apple appears to be much more volatile in their top charts rankings, where the Play Store does not change ranks more than once a day, resulting in much more gradual trends.

1.  Category

Find the best category for your app. Take a look at the competition in your current category and if your app can be put in another category, you may want to do that. App category placement is an essential aspect to ASO, as new or less-trendy categories are less crowded and thus likely to rank your app higher on their lists.

Google Play Store Top ChartsLess common categories, such as Business, Travel, and Location-based or Work-related Services, for example, are likely to provide more opportunities for higher ranking and optimal app store placement, as these categories have shown lower review and download numbers at the time of writing.

2.  Daily Installs

Driving installs will have the effect of a higher ranking for your game, which in turn drives more organic installs. This virtuous spiral of growth is a key goal, and burst campaigns which drive a high volume of installs at high velocity is one way to attain those top spots.

3. App Ratings

Your app’s rating is one of the most important factors influencing its ranking in the Google Play lists and search results. It’s also one of the key metrics that the editorial staff looks for when curating apps and games. Jain says reviews and ratings are “a very strong signal for Google,” so maintaining an app rating average above 4.0 out of 5 is mission critical.

App Ratings go much deeper than the simple 4.0 stars average. All these criteria play a factor:

  •         THE AVERAGE STAR RATING
  •         THE TOTAL NUMBER OF REVIEWS
  •         THE AMOUNT OF KEYWORDS USED IN EACH REVIEW
  •         THE FREQUENCY OF REVIEWS WRITTEN
  •         HOW RECENT THE REVIEWS ARE AND THEIR RATINGS PER UPDATE

Don’t be tempted to use fake reviews in Google Play and the iOS App Store, as the risk of getting your app flagged is extremely high.

Google Play RankingsWhen it comes to reviews and ratings, Jain reveals that reviews are ordered based on relevance to the user, such as reviews from other users who have the same device or live in the same country. This means that personalized results exist, and if your friend in the network has installed and rated it, then it may appear on the first page of the Google Play Store only for you, so find a way to encourage a variety of people to review your app. The trick is to request a review from your users while they are deeply engaged in your app, while making sure you do not disrupt the UX.

4. SEO

Google Play gets the keywords for an app from the app description. This field has 4,000 characters, so there is plenty of room to add your keywords. Keywords appearing within the name of an app itself usually allow the app to rank higher for those keywords. However, where Apple allows 50 characters in the app name field, Google only allows 30 characters. Therefore, you really need to choose the app name wisely in the Google Play store.

Google also uses Page Rank to assess your ranking, which refers to the number of inbound pages pointing to your App. There are many traditional SEO activities you can do to generate links to your app, but here are some suggestions:

  •         MAKE SURE YOU INCLUDE A LINK TO THE APP ON ALL PAGES OF YOUR WEBSITE, BLOG, ETC. PUT THE LINK IN YOUR WEBSITE FOOTER.
  •         REACH OUT TO MEDIA OUTLETS OR ASK BLOGGERS TO WRITE ABOUT OR REVIEW YOUR APP.
  •         CROSS-PROMOTE THE APP WITHIN YOUR OTHER APPS OR THROUGH CROSS-PROMOTION NETWORKS LIKE THOSE OFFERED BY SUPREME MEDIA.

5. +1

One of the more obvious distinctions between the Apple App Store and the Google Play Store is the ability to +1 an app’s page on Google Play (similar to ‘liking’ a company on Facebook). This is one of the unique factors that influences an app’s ranking in the Play Store, and can be used by developers looking to increase ASO.

6. Launch window

New apps tend to have an easier time ranking and getting featured in Google Play than older apps. The logic for this is sound. Users want to try new apps and games. This is about giving new titles a chance. See this as the Play Store’s algorithm giving your app a little test to see if users actually like it. Likewise, apps that have been on the market for more than a month will find it very difficult to rank, unless their app is well-represented in the app store listing, with factors such as app title, description text, and social elements strong and steady.

7. Retention

It’s still not entirely clear how Google Play calculates this, but it most likely involves a combination of active install rates and a stickiness formula such as DAU/MAU. Jain also revealed that Google takes into account statistics such as the rate of installs, uninstalls, long installs (an app that has been installed for months), and engagement, so it’s imperative to effectively re-engage with your current users in order to retain and retarget your established audience .

8. Long Tail

Steady efforts work best. Google Play’s ranking algorithm is tilted towards long-term. Download growth over the last 30 days is more important than the latest 24 hours. Use closed loop marketing to ensure you are identifying and utilizing ad sources that bring loyal users – apps that acquire and retain satisfied users are rewarded with higher ranks. Advertising campaigns should be run over a longer term and sustained over two to three months, as opposed to the short bursts of activity often seen in the iOS market.

9. CTR on search

With app store search accounting for more than 65% of all app downloads, search is clearly the leading source of app discovery. If someone searches using a leading keyword and taps on your app in the search results, your app will move higher in the rankings for that keyword search. As an example -­ if users are searching for flight tickets and click the most on Expedia, then Expedia will be the first result shown for “flight tickets” search queries.

In order to best leverage search then, make sure to categorize your app with relevant keywords. Don’t overstep and stuff your description with popular and less applicable keywords dominated by huge apps with millions of downloads. Not only does Google Play penalize spam, but it’s not beneficial for your app to have it appear in the search of a popular but irrelevant keyword, where few users will actually click to download your app. Instead, focus on the edgy keywords that are more applicable to your app, that enjoy a respectable amount of traffic, and that provide low competition – ensuring a high CTR on search. After all, you’re looking for those who are most likely to actively engage with your app.

Google Play continues to reap the lion’s share of global app downloads, as the store’s worldwide downloads were about 90% higher than on the iOS App Store in Q3 2015. Optimizing your app’s page in the Google Play Store isn’t optional, it’s critical. Perhaps most important is to always educate yourself on new ASO. With app-store optimization constantly evolving, make sure you stay up to date on the latest techniques in order to improve your app’s rank.

Get a Free ASO Consultation With Our Experts Here

Share This:

6 Ways To Maximize Installs During The Holiday User Acquisition Madness


Last December brought in an astounding 9.2 million iOS app downloads, a 44 percent increase from the year before. App marketers anticipate yet another record-breaking season as they prepare their user acquisition campaigns for the upcoming holidays.

But as downloads climb, so does the competition to garner them. Finding the right audience at the right price will be as challenging as it is rewarding. Here are six tips to help app marketers plan for the holiday user acquisition spree.

1. Plan before December (aka now!)

Competition is fiercer than ever with nearly 4 million titles in the app stores combined. Get a head start by planning your user acquisition campaigns before December. Doing so will provide insight into looming holiday costs and allow time to adjust around KPIs and budget.

If organic uplift is a key goal this holiday season — common with many new apps — plan for a media mix that favors volume. A burst strategy will help boost your app store rankings which in turn can lead to higher app discoverability and more organic downloads.

During the cold season, users are more likely to spend from having increased leisure time and holiday money. App marketers should look to leverage this by structuring sustained campaigns around these high spenders. It’s a great time to target “whales” while re-engaging lapsed users to explore new seasonal content in your app.

For both new and existing apps, plan to frequently evaluate organic growth to make adjustments to your bids.

2. Be wary of ad blocking

While mobile has generally been safe, the recent content blocking capabilities in iOS 9’s Safari are compromising its immunity.

It’s not entirely clear what percentage of users will use this functionality, but it is reason enough to rethink the mobile web as a long-term user acquisition channel. Marketers with extensive budget tied into web should look to shift some budget to in-app — where publishers have more control over ad units and how they are displayed.

3. Pay for performance on peak days

Thanksgiving, Christmas Eve, and Christmas are some of the busiest days of the year for user acquisition. Consider a performance-based approach around these peak dates. Paying for performance will more than likely assure you see a return on each invested user.

It may also help to map out your competitor’s planned bursts when planning your own. Although this information is not entirely accessible, observing other channels such as TV and web can give you some insight. For instance, a sudden increase in holiday TV commercials for a competitor’s game may indicate an impending burst campaign to complete the cross channel effort. A performance-based campaign here will ensure your budget is not diluted and maintains ROI.

4. Avoid over-targeting

The holidays attract a wide and diverse range of mobile users. To capture all this period has to offer, avoid building overly-specific assumptions about your target audience. Over-targeting can limit your campaigns, and discovery of new, potentially more profitable user segments.

Rather, explore broader targeting and let the data speak for itself — you may be surprised. Start by spending small while scaling only top-performing segments, ensuring you’re optimized in both revenue and new audience discovery.

5. Utilize high performing, creative video ads

Imagine the install ad as part of your app’s onboarding process. If the experience is compelling, users will want to engage and learn more, perhaps even go on to install your app.

For this reason, performance and brand advertisers count on video ads to deliver their message. Whether it is to encourage a quality install or communicate a strong brand message, the video format has an innate ability to engage users and promote action. It’s also an excellent format to brand with festive copy and visuals, helping guide users wrapped in holiday nostalgia to value your content over others.

Video creatives take time to produce, so plan ahead and aim to have several options available before the Christmas rush. As always, A/B test and optimize for the highest conversion.

5. Do App Store Optimization aka ASO!

There are two commonly overlooked components of your app store listing page that can increase your downloads — reviews and in-app purchases.

The words that are in your app store reviews — those left by your users — and in-app purchases are all indexed by Google Play and iOS. Having targeted, relevant keywords in both areas will help you see a dramatic increase in downloads.

Get your Free ASO Consultation Here

 

Share This:

Google Has Changed Play Store Ads: Organic Goes Back To First Position


When it comes to promoted app ads, Google changed things in a big way a few weeks ago.

We know that it is always trying to appease both the developer and the Android consumer and these changes are another push in that direction.
The first big change is the addition of a second ad placement for non-branded searches in the Play Store (see below).

Before the change, there was only one promoted ad at the top of the search and now two appear in the results. This gives advertisers more inventory in the Play Store and mirrors the number of placements advertisers have on Google.com.

This is a slight blow to your non-brand App Store Optimization (ASO) efforts as you lose another spot to those with the budget for ads.

Before:

After:

The second and much bigger change Google made involves brand searches.
Before we get to the implications, let’s check out the changes.

Before:

After:

You can see the big change is in the ad position, the brand term goes up and the paid ad moves down to the second position.
Competitors seem to be winning the promoted ads for brand searches, meaning Google appears to be pushing (and suppressing those who own the first ad position) more competitor based searches.
My assumption is Google expects to make up lost revenue from advertisers not having to pay for their own brand terms with this higher quality competitor traffic.

So what should you do with these new changes?

1. Test competitor traffic again

This inventory might come cheaper since Google is suppressing developer’s brand terms, so it might make sense as an evergreen strategy.
Be very careful with these terms as they can get pricy for lack of relevancy.

2. Conquest yourself

If you have another relevant app, leverage apps against each other to push competitors out.

3. Invest more in your best Android keywords

There is additional low funnel inventory in Google Play now.
If you can spend more on keywords that are driving quality installs, you should see a better conversion rates.

4. Get ready

Did you see a drop in brand Android installs and quality from your SEM campaigns?
You should get most of these installs for free from organic, but if you are buying search you are going to lose some quality from your channel from being pushed out of the auction.

Get Your Free ASO Consultation here

Share This:

Why App Store Optimization is So Important ?

1doit4

With over 2 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. If you’re in the mobile app space, it’s important to understand the various methods for marketing your app. We’d like to share with you one very important technique that continues to be overlooked by most – app store optimization (or ASO for short).

 

New Mobile App Discovery Methods

More apps are discovered through search than any other method

So, what is ASO?

ASO is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app’s page in the app store.

The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can take a specific action: downloading your app.

Also, the ASO process requires a crucial understanding of your target customer base, including the keywords your potential customers are using to find apps similar to yours. When you learn more about which keywords are being used, you will have a better understanding of the language of your potential customers – a crucial piece of any marketing plan – and you can home in on your keyword choices.

Why is ASO important?

According to Forrester, 63% of apps are discovered through app store searches. This makes search, in the app store, the most used method for discovering and downloading new apps. Recently, at Google I/O, Ankit Jain reported that “For the average app, search actually makes up the vast majority of installs.” Simply put, this means that:

If you’re not using ASO to increase your app’s search ranking, you’re missing out on the largest discovery channel available to your app.

With hundreds of thousands of apps in each app store vying to rank above one another, the amazing reality is that the majority of publishers are not investing in app store optimization. So here’s our gift to you: ASO is your secret weapon. Spend time every week improving your ASO, and you will meaningfully impact your app’s ranking and overall success.

Keep in mind that ASO takes time

ASO is a process that needs to be monitored and constantly tweaked over a period of time. Your optimal set of keywords rarely is the set that you first opt to put in the app store.

Today, the most common approach to ASO is no approach at all. Developers often pick keywords and write descriptions at the last second during an app’s submission process. In most cases, little or no research on keyword searches occurs before the app submission, leaving most apps hidden and the likelihood of discovery quite low.

“ASO is having dramatic effects on our client apps. For those who put the time in to understand, iterate, and test, we’ve seen many apps increase their downloads by a factor of 2x-10x, and an increase of revenue by a similar, or bigger, rate due to the increase in engagement of users earned by ASO. ASO is not a simple process, and you might not see the impact overnight, but if you’re willing to invest in it, the outcome can be incredibly worthwhile.”

App developers need to consistently track their own rankings and the rankings of their competitors over time. More apps are published every day, and the constant stream of new ratings, reviews, and downloads can affect your search rankings. Keep testing and experimenting with your keywords in order to consistently rank well and drive more traffic to your download page.

Get Your Free ASO Consultation Here

Share This:

5 App Store Optimization Mistakes To Avoid

bf2bfef0d58af58842b67e3ae5e9caa8-01

If you’re an app marketer or developer, you already know the challenges of getting your app to rank in the app store. This can prove to be a challenge considering there are more than 4 million apps in the Android Play Store and Apple App Store combined.

So you try to optimize your app page in an attempt to gain a higher rank in the app store.

But marketing your app gets really hard if you’re committing some of the most common mistakes app owners make while trying to optimize their app page.

Get Your Free ASO Consultation Here

1. Keyword Stuffing

You’ve heard about the importance of keywords in ASO, so you decide to place high-ranking keywords randomly in your app title and description. But just as in SEO, stuffing your content with keywords can end up hurting you instead.

Take a look at it from the point of view of a user. You search for a certain type of app and you come across a high ranking one. But what you read makes no sense. Would you download it?

Take a look at the example below and see how they’ve used the keyword “emoji” multiple times. They’ve randomly added “emoticons” in the title and the description doesn’t even make sense anymore.

clip_image002
Instead of using as many high-ranking keywords as possible, choose the most relevant keywords and use them to describe what your app is all about. The title and description should both be fluid and natural.

2. Changing Title Too Often

Some app owners make the mistake of changing their app title frequently, according to the latest keyword rankings. They believe that this is essential for optimizing their app page. In fact, it can hurt your ranking.

Remember that app download volume is an important determiner of its ranking. The more download, the higher it will rank. So you need people to spread the word about your app to improve download rate.

If users like your app and want to spread the word about it, they’re going to use your name. What happens if those potential users can no longer find your app because you’ve changed the name?

Once you’ve decided on a title with the right use of keywords, stick to it instead of switching it around every now and then.

3. Ignoring Icons, Previews, And Other Graphic Elements

Just like the title, the icon is one of the first things users notice about an app. So your app needs to look appealing while expressing what the app is all about. A camera-themed app icon for a photo-editing app, an envelope-shaped icon for a messaging app, etc. are some good examples. See how Runtastic Running & Fitness app makes use of a running man in its app icon.

clip_image004
It sticks to a color theme and doesn’t use more than three colors, making the icon look neat and professional. If you use too many colors and elements in your app icon, it can ruin the aesthetics and make it look unappealing.

The icon basically needs to show what your app does while looking visually appealing to prompt users to download.

If users like the title and icon, they check out the app description and other elements such as previews, screenshots, etc. It’s not enough to have an interesting and informative app description. Anyone can write a description that sounds highly persuasive, but you need something to support your claim. That’s what screenshots and previews are for;  your promise may seem empty if you don’t have compelling visuals to prove it.

High-quality screenshots can make a case for your app and encourage more people to take action. The Runtastic Running & Fitness app also includes informative screenshots that show users what the app looks like.

clip_image006

4. Focusing Only On High-volume Keywords

While keyword-based descriptions are among the top ranking factors for apps, it doesn’t mean you only choose keywords with a high search volume.

Remember that other app owners like you also target those high-volume keywords. This means that using high-volume keywords isn’t always the most viable solution for your ASO needs.

What you can do instead is to compile a list of keywords that are the most relevant to your app. And then you narrow down this list, choosing keywords that have a high search volume but lower competition.

While this may be challenging, you can also mix it up a bit and throw in a few keywords with mid to high-level competition every now and then.

5. Only Doing ASO When You Need It

Finally, one of the major mistakes a lot of app owners make is that they stop their efforts once the results start churning in. It’s easy to make this mistake. You change a few things and make some improvements so you’re able to get more downloads for your app. Now that you’re satisfied with the results, you see no point in making further changes. The truth is that the app store is evolving by the minute – from the emergence of new apps to the changes in keyword ranks.

Without continued effort, your app is just going to get back to the slumps and you know how challenging it is to get out of that.

Instead of considering ASO as a one-time thing, consider it as an essential, ongoing part of your app marketing. You need to make a continued effort to maintain the ranking of your app.

One effective method is by updating the graphical elements like icons and screenshots according to seasonal and holiday themes.

Get Your Free ASO Consultation Here

Share This:

8 Essential Steps To Make Your App Discoverable

The app market is one of the most competitive spaces in the world.

And it’s crowded – with approximately two million iOS App Store apps and 2.5 million Google Play Store apps (as of June, 2016 according to App Annie Store Stats).

Between the sheer number of apps and the skyrocketing costs of advertising, successfully acquiring and retaining users is more challenging than ever. Successful marketing specific to the apps industry has never been more valuable.

As an (app) marketer, your job is to cut through that clutter and get in front of the right audiences. Increasing exposure for your app helps increase downloads, boost store rankings and ultimately drive revenue for your business.

A highly valuable strategy to increase long-term exposure is app store optimisation. App store optimisation, or ASO, can be defined as the ongoing process of testing and measuring updates to app store marketing assets, with the goal of increasing visibility and driving more downloads.

So here are eight key steps to ASO success that go way beyond keywords.

1. Keep tabs on competitors
Before you dive into selecting the categories for your app, you should first research what your closest competitors are doing.

This will help you determine the competition in that category and show how users are searching for similar apps. Choosing a less competitive category could improve discoverability for your app.

2. Select the right category to improve discoverability
It’s about fit, user behavior and your competitors. Before selecting an app category, consider your app’s most natural fit as well as how your target users are most likely to find you. For additional inspiration, look at what competitors and similar apps are doing.

Finding the best keywords means closely tracking and monitoring competitors.

3. Generate organic reviews
Pay attention to what your users are saying. Track your rankings and reviews to see how users respond to new updates and features. Remember to mine this feedback for insights. Be responsive.

In addition to addressing user feedback behind the scenes, take the time to show that you’re listening. This can be done through your blog and release notes – or through direct response on Google Play.

4. Prompt user feedback
Target high points. Improve the likelihood of receiving a positive review by asking for feedback when a user is having a great moment with your app. Approach trusted reviewers. Consider asking beta users and professional peers to provide honest reviews.

When an app goes live the review section on your app page will be barren. Rather than waiting for an unknown user’s first impression, ask your trusted network to submit reviews documenting their honest thoughts.

5. Choose keywords smartly
Pay attention to competitors: Finding the best keywords means closely tracking and monitoring competitors. By analysing how a competitor ranks for a specific keyword, or determining which other apps rank for your app’s keyword, you can strategically select keywords to help your app rank higher.

Leverage user reviews: One of the best ways to describe your app uses language from user reviews – their words may resonate better with prospective users than the ones you had in mind.

6. How to measure the impact of your strategy on your ranking
Once you’ve selected a group of keywords, it’s important to review how these keywords will impact your ranking.

The quickest way to find the app icon that will perform best is through sequential A/B testing.

In addition to monitoring keyword impact on key performance indicators (KPIs), you should also pay attention to other factors that will affect ranking, such as: rating, number of reviews, download levels and download velocity.

7. Design the optimal app icon
Keep it simple; complex icons can be difficult to distinguish on smaller devices (or when nested in folders on a smartphone or tablet) and should be avoided. The icon is going to be shown in several places throughout the platform – and at several sizes – so it is important your creation maintains its legibility and uniqueness; design for scalability.

The quickest way to find the app icon that will perform best is through sequential A/B testing; however, note that the way you can execute on this will vary by app store.

Android developers have it a bit easier, as Google Experiments allows you to easily set up tests and collect results. iOS developers will have to use a third-party option. Of course, sometimes you need to balance science and intuition in order to create an iconic app icon.

8. Use screenshots to drive home the key features and benefits
Use all available spaces. You can include up to five screenshots in the iOS App Store and eight in the Google Play Store to promote your app. Use them all to maximise visibility and sell your app’s value.

Prioritise key messages; the first two screenshots are the most visible. In fact, they even show up in search results for the iOS App Store. Make sure your more important selling points are featured in these screenshots.

Tell a story; screenshots are your opportunity to tell an engaging story to your target audience before they interact with your app. Make sure your screenshots address their needs

Get A Free ASO Consultation here

Share This:

5 Growth Hacking Strategies to Increase Your App Downloads

1deg3c-1

According to mobile marketing technology firm, Fisku, cost per install in November of 2015 for iOS increased 40 percent from $1.10 to $1.54, while Android increased an astonishing 101 percent from $1.13 to $2.27 year-over-year.

With the cost per install consistently growing each year, app publishers must get creative with their marketing efforts.

After successfully launching apps of our own and also for our clients, you will discover five of our favorite growth hacks to increase downloads when you have little to no budget.

Ask for a Free Consultation to our ASO and Growth Hacker experts here

1. Paid-to-free campaign

This is a campaign that I have run many times and it’s driven hundreds of thousands of downloads on multiple occassions.

If you’re not familiar with a paid-to-free campaign, it’s where you make a paid app available for free for a couple of days.

If you have a free app, you can make one of your in-app purchases free. However, the in-app purchase must be a non-consumable type, which means that the product is purchased once by users and does not expire or decrease with use. For example, new race tracks for a game could be implemented as non-consumable products.

It is important to note that getting media exposure is crucial to making this a successful campaign. I generally give a big website likeAppAdvice or BGR the exclusive on the free campaign, which dramatically increases the chances that the website will cover the price change. Skip to the fourth strategy of the article to learn more about the exclusive strategy.

2. App store feature hack

There’s a little-known strategy that I’ve used to help multiple clients get featured by Apple. Before we get to that, it’s important to know what Apple is looking for in your app.

I go into quite a bit of detail about this growth hack in this blog post, but here’s the gist.

Most developers know that they can email appstorepromotion@apple.com to pitch their apps for a possible feature. However, within Apple, there are “app store managers” for each app category.

Using a LinkedIn search for “app store manager,” you can find out how to contact the right person to pitch at Apple.

I like to use the Email Hunter Chrome extension, because it automatically creates an “email” button within LinkedIn that reveals the person’s email address. The software makes an educated guess of the email, so sometimes you may get a bounce back.

3. Localization

There are 28 regions in the App Store, and each country has its own App Store. It would be naïve to think that the world only searches for apps in English. In fact, most users will read and search the App Store in their native language.

Unless your app is designed for a specific region, take the time to localize your app in every language. You never know who will find your app useful.

Gonzalo Juarez, co-founder at eTips, the number-one publisher of mobile travel apps, proudly admits that they do not run any paid marketing campaigns. Localizing his apps has led to a greater than 200 percent increase in downloads and in countries where they didn’t have exposure before.

Juarez suggests first translating the words used in your app name and keyword field. Once you start to notice an increase in downloads for a particular language, he suggests further translating your app description, screenshots and then finally your in-app content.

Lastly, use a translation website like Gengo or OneHourTranslation, and hire two translators – one to do the initial translation and another to proof it.

Related: How Duolingo Mastered the Fickle Language of Startup Success

4. The exclusive strategy for public relations

Using the exclusive strategy, we have been able to secure coverage on Techcrunch, Social Times, AppAdvice and BGR.

What is it? You give a big publication the first right to publish your announcement: product release, update, funding, etc. Big sites love getting an exclusive, because it means that they will be the first to write about the announcement, which generally leads to the other big websites linking back to them as the source.

It’s a win-win strategy, because they get traffic and backlinks — and you get coverage.

The key to success for this strategy is to start early. You want to start pitching about two weeks before your launch date. You should only pitch the exclusive to one publication at a time, and be sure to follow up only once. If you do not hear back, you can move on to the next publication.

5. App store optimization

There are two commonly overlooked components of your app store listing page that can increase your downloads — reviews and in-app purchases.

The words that are in your app store reviews — those left by your users — and in-app purchases are all indexed by Google Play and iOS. Having targeted, relevant keywords in both areas will help you see a dramatic increase in downloads.

Click here to estimate FOR FREE how many downloads could our growth hackers bring to your App by using ASO!

Share This:

How a Digital Marketing Agency Can Help You Expand Your Business

Digital marketing or online marketing is indeed an exciting tool for expanding your business. It has proved invaluable for small to medium business enterprises regardless of the products or services that are on offer. You do not really have to worry if you have shunned this online strategy so far. There is no time like the present, so gear up and get started. No, you do not actually require an entire team or to add an additional department on the lines of a successful digital marketing company. Just outsourcing your needs or taking timely advice from a reputed digital marketing consultant will do.

Well, if you are still undecided about employing the techniques of online marketing, feel free to check out the reasons below to learn why this form of marketing works today. Surely your SME business has evolved over time, so why then be hesitant to embrace newer marketing tactics?

 

Being a small business owner does not mean that you should have limited marketing requirements. With online sales comes the potential to beat your competitors fair and square. Simply hire a digital marketing agency and see your traffic rise like never before.  You can get a range of services like SEO, ASO, PPC, SEM, SMM, SMO and web marketing under a single umbrella to improve the online presence of your business. You certainly have the capability to compete with giant corporations via internet marketing.

Here’s why digital marketing happens to be a cost-effective tool today:

  1. 24/7 automated marketing

Social media services, such as Facebook, LinkedIn, YouTube, and Instagram have millions of active users who interact with others, shop, and follow brands. Using this form of marketing will help you reach out to your clients 24X7 even as you convert the leads into a loyal customer base.

Online marketing services include utilising emails and social media for marketing. You can certainly increase your revenue with no cost or at very little cost when you add properly optimised content to your website.

  1. Increased brand recognition and customer loyalty

Delivering your products and giving your viewers exactly what they want in real time is indispensable for building your business reputation. You will succeed in building your brand reputation, and customer engagement will be satisfactory. You will be rewarded with more conversions, customer loyalty and brand recognition, all of which would have been a pipe dream before employing a digital marketing consultant for your company.

  1. Wider reach and user engagement

Once you opt for digital marketing services, you will be pleasantly surprised to expand your reach and remain in touch with your viewers wherever they happen to be physically. Remember that the tech-savvy population is seldom without a mobile phone, and with your website available on mobile devices, you can target and convince people to purchase your products or services.

  1. Greater customer retention

You can enjoy greater interaction with your customers and give them exactly what they want by using these techniques. This will result in more satisfied customers who get personalised services.

The rate of retention also increases substantially and you will have the opportunity to cross sell your products and even up sell to select customers.

  1. Speedy revenue generation compared with traditional approach

By effective utilisation of digital marketing services, any company can reach its target audiences within a short period of time.

Statistics reveal that most SMEs have at least 3.3 times the chance of expanding their businesses via online marketing tools as opposed to conventional ones. Revenues increase greatly as well and with very little investment involved, the profits also go up tremendously.

  1. Return on your investments

The digital marketing firm you have entrusted with online marketing will be able to provide a steady flow of targeted traffic to your website continuously, thus allowing you to convert your leads with minimum effort. This, in turn, will help you to get a good return on your investments.

So, go ahead and take advantage of internet marketing in order to expand your business. It is sure to put you in the driving seat

Get the best of your apps with our Marketing Experts here

Courtesy of YouStory for this article.

Share This:

Older posts Newer posts