Archive for January, 2015

The Latest App Store Optimization (ASO) Tips You Can’t Afford To Miss

Thursday, January 8th, 2015

ASO can be quite a misleading term. It may seem like SEO (Search Engine Optimization), but it is a far cry from it. App Store Optimization (ASO) is a multi-faceted field. An ASO professional is like a juggler, who has to keep on increasing the number of balls. The success of this remarkable trick comes down to some basic and unique app store optimization techniques.

Latest App Store Optimization (ASO) Tips

But, you don’t need just the app store optimization tips. You need the right context too, so you can make them a profitable choice. Read on to know the best techniques and when to use them.

Be a marketer before anything else

Digital media is a myriad of ASO tips and techniques. You search for one, you will get thousands. But, will they work for you? Will they really help you improve the ROI of your app? That’s why you need to be a marketer first and foremost to identify the right context for these tips. Most digital professionals, app store optimization professionals and websites offer data-based information. But jumping right into it will only serve to confuse you.

Don’t get into app marketing, SMO techniques or open a microsite without confirming the context. What is the context for every ASO tip?

“Know Thy Target Audience”

What works on Google Play will not necessarily work on iTunes. What works for messaging, chatting and social networking apps may not work for a game, a note-taking app or a health app. Therefore, once you plan to launch an app for your business, don’t answer these three questions without exhaustive market and competitor research.

1. Which app store do we launch it in?
2. What is the USP of this app?
3. What is the cost of the app?
4. What kind of user experience are we looking for?

If you need help with the answers to these questions, you should hire a digital marketing or SEO service, who knows about app store optimization. Alternatively, you can gather similar intel from the following:

App Store Optimization Techniques

Remember, you will have to continue to refer to these sources because ASO is an endless process.

Work app store elements like an advertiser

90% of your app store optimization techniques are about app store landing page elements. Each of them has their own context. You need to approach these elements and context like an advertising professional. That’s what you will need to be to create the app store landing page of your app.

Category: The right category is just like the optimum time for a TVC (television commercial) or perfect page position for a print ad. You need to be in the best suited category to be discovered by app-hungry visitors. It is not tricky for every app. But, it can be super-tricky for new app ideas and an app that can be listed in multiple categories.

App name or App title: This is like a brand name. But, when it comes to app store optimization, you need the right balance of branding and keyword optimization. You need to research app stores extensively to find out what works and what doesn’t.

  • Use the most relevant keyword.
  • Keep the title short, concise and interesting.
  • Use an easy-to-understand and easy-to-share app name.
  • Be 100% sure of the title you choose. You shouldn’t need to launch your brand again and again.
  • App icon: It is your app’s logo and has to be memorable. More importantly, it has to express the function of the app in a creative style.

    Screenshot: In terms of advertising, screenshots are like a visual layout. It has to be stunning and convey a story through the order and design of your app. It is the first impression of your app. So, make it the best one you can. You should be able to communicate the core benefits of your app through screenshots.

    Video demo: This is a 30 second TVC (television commercial). It must have an engaging way to connect with your target audience. Create an interesting and engaging journey for your target audience.

    App description: This is like the body copy of a print ad. But, it is very important for app store optimization. Your first two sentences are like a headline. That’s all most people will see. But, the entire copy has to be good enough to persuade a reader to download the app instantly. It must:

  • Convey benefits
  • Explain features
  • Engage readers
  • Include primary keywords at the start
  • Include secondary keywords in the rest of copy
  • Be easy-to-understand
  • Convey USP
  • Illicit trust
  • Include a call-to-action
  • Keywords: You will need to use the right keywords. Your top 5 competitors on the app store is a great start, but Google Adwords, Google Analytics, and Google trends will also help a great deal. You will need to use primary keywords early for iTunes optimization, since there is space provided for 100 characters only. But, Google Play allows you to use up to 4,000 characters, which does simplify it. Nevertheless, here are some tips for app store keyword optimization.

  • Prefer plural keywords over singular ones.
  • Do check abbreviations.
  • Don’t use multiple word phrases. Break them out.
  • Select the easiest keywords to rank for.
  • Consider search volumes and the relevance of your keywords.
  • Do not use spaces in the keywords field.
  • Keep testing and experimenting with keywords after the app launch.
  • Manage the app like you will manage a destination

    A destination manager and you have the same goal: Attract more people while retaining as many of the arrivals as you can. You need to increase the total number of downloads and retain existing users too. That’s a herculean task because the ways to attract more traffic and improve retention rate keep on evolving every single day. You can hardly do them all. So, if you understand the brand and target audience, then you can select the best channels for post-launch app store optimization such as:

    Cloud – white hat SEO, link building, SMO, SMM, customer care, ratings, reviews, app analytics, app marketing, PR, in-built response, freebies, surveys, app updates, soft launch, a/b testing, in-app mobile marketing, app promotion, app speed, brand trust, microsite, professional reviews, guest blogging, etc.

    Here are some of the Key Performance Indicators (KPIs) for apps that you need to monitor regularly. You can choose the suitable ones from the following list.

  • Total number of downloads
  • Click through rate
  • User retention rate
  • Ratings
  • Reviews
  • Active users
  • Rate of conversion
  • Average revenue per user
  • Discard rate
  • App store ranking
  • Average frequency of usage
  • Half life
  • So there you have it. ASO tips and techniques that will definitely help you put your app on the map.

    Online & Affordable Lead Generation Avenues For B2B Companies In India

    Thursday, January 1st, 2015

    The Indian e-marketplace is a huge business development opportunity for B2B (business to business) companies in India. This marketplace happens to have a few business to business websites from a select few players. Giant corporations like Amazon and Wal-Mart are stepping in. But, where are the traditional Indian organizations? Where are the entrepreneurs, innovators and prevailing players from B2B sector?

    The fact is, Indian B2B companies hardly reckon any value in B2C media.  The conventional B2B marketing mix has always focussed on business to business marketing channels. However, the online marketplace is a great industrial marketing opportunity. Take a look.

    Online Market for B2B

    B2B marketers know about different types of digital marketing opportunities available in India. By using the right digital media channels in your marketing mix, you can aim for optimal results. So, let’s dig deep into these online marketing channels and identify suitable lead generation opportunities for you. The three steps of lead generation can take great advantage of automated online systems.

    B2B marketing objective Distribution Channel Digital marketing strategy Digital Content
    Generate brand awareness. Search Engine On-page SEO optimization On-page SEO optimization
    Off-page SEO optimization
  • Article submission
  • Social Media Optimization
  • Create a mailing list. Promotional offers – Freebies & more Promotional offers – Freebies & more
  • Blog posts
  • Success stories
  • Search Engine Off-page SEO optimization
  • Blog marketing
  • Forum marketing
  • SMS marketing
  • Mobile marketing
  • Nurture and qualify leads. Email Email marketing
  • White papers
  • Cast studies
  • Podcasts
  • Webinars
  • Website Engage the visitor as a potential prospect
  • Online chat
  • Click to call
  • Call back
  • This is a basic online system for customer engagement. But, most B2B marketers just don’t consider these digital distribution channels profitable enough. In some way, they are right. In simple words, some B2B companies have well established lead generation processes. They believe that their current B2B marketing strategy is way too personalised to be shifted online.

    For most B2B companies, it will remain difficult to find a digital marketing process that is proportional to sales revenue. But there are several B2B marketing strategies that have done miracles for certain companies.  All you need is a digital marketing consultation. The right consultant will eliminate digital media jargon and suggest simple and actionable digital media strategies that can bring out the best in your brand.  Here are some of the amazing online lead generation avenues for B2B companies in India:

    E-newsletter:

    This is a really effective tool. Your current and potential customers are looking for more information about your industry. They are wondering:

  • How do I build my business more cost effectively?
  • How do I avail products and services from my vendors at cost effective rates?
  • How can lower the manufacturing cost of my products and services?
  • So, what kind of information can you offer them to make their business easier?

    This type of information can be easily sent in the form of a magazine, e-book, e-newsletter, etc. If the frequency and type of the information is right, this can be a very useful digital tool.

    Video:

    Most B2B marketers are aware of their company’s customer service and reputation management challenges. They can create digital content to keep their existing and newly-signed customers pleased. This can boost word-of-mouth publicity for your organization and increase your sales. So, what kind of video content can you create?

  • Answers to most frequently asked questions
  • Solutions to most common problems
  • Testimonials of most satisfied clients
  • Demos and how-to videos for using products most effectively
  • Company and leadership related information customers may want to know
  • Then, you can promote this type of content through Social Media Optimization (SMO), Search Engine Optimization (SEO), and through your website. What if you do not have a strong presence across these digital media channels? You can still assist your customers by sending this information via email as and when they need it.

    Presentation:

    Every business to business marketing strategy involves two things.

    A. Creation of a mailing list
    B. Sales pitch

    A mailing list helps you identify and nurture leads. Then, a sales pitch helps you convert a lead into a sale.  The most successful B2B sales representatives, managers and marketers know that a B2B sales pitch cannot be just about offering a product or service. It is also about identifying and solving a problem.  Problem solving is now a common industrial marketing strategy. Therefore, these kinds of presentations tend to remain useful. So, create a presentation and promote it across all digital media channels to highlight different solutions to customer’s problems. Your potential customers will benefit and your sales revenue will continue to grow. What kinds of presentations can you actually display online?

  • A solution of their current problems
  • The most popular reasons to opt for your B2B products or services
  • A proven strategy to optimise their production through your product or service
  • How does your organization stand apart from the competitors?
  • Remember, you can’t just rush into including digital marketing strategies in your B2B marketing mix. You need the right information and right channels to make it a profitable investment.

    As a digital marketing agency, we can offer a more customised digital media solution to current marketing challenges.