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  • A Guide To Marketing Mobile Apps

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    Technology freak individuals of today seem quite mad about mobile apps. A recent research shows preference for downloading content through apps rather than through browser. The app ecosystem is in fact growing faster than any other ecosystem and this shift from web to mobile apps is taking place at an extremely rapid pace.

    The app ecosystem, as a whole is at a tender age since the very iOS App Store was launched only five years ago. App marketing has also undergone a tremendous growth. Though it started with comparatively simple channels, it is now moving toward a blend of organic and paid channels.

    Unlike web, there is no specific way to determine where downloads come from when mobile apps come under concern. The app marketers have to rely upon anecdotes from other marketers, studies and data from platform owners like Apple and Google in order to find the effective as well as most used channels for app distribution. Studies point out that about 61% consumers find apps through app store search.

    Now let us dive into search in app stores and see how the search engines differ depending upon platform. Presently the scenario of app ecosystem is similar to the situation of web in mid and late 90s. App store search has not yet been figured out in a way Google has figured out search on web. Just as web comes with on page as well as off page SEO, similarly apps come with off metadata and on metadata ASO. Below are some quick tips on optimising them:

    On Metadata

    App title: App title is one of the most significant ranking factors in ASO. This is equivalent to the <title> tag in HTML and signals app stores on what exactly an app is about. The title must include the keyword and do some branding as well. Include keywords sensibly.

    Description: The descriptions can be broken down into two sections, below the fold and above the fold. Above the fold language will come with one or two sentences describing the app and its primary use and below the fold language will include an engaging and clear social proof.

    Keyword field: This is a 100 character field that you can use to tell which keywords you will show up for. Since there are only one hundred characters, make sure to use them wisely.

    Icon: Consumers are quite fussy in nature.  They prefer apps that are elegant, beautiful and simple. Since your icon is the very first interaction they are having with your brand, make sure the icon does a great job in conveying your brand and highlights its usefulness as well.

    Screenshots: While creating the screenshots, always remember that they should never be mere screenshots but should be promotional graphics. You can include graphics or text to tell your app’s story in an interesting way.

    Off Metadata

    Rating: Every app is rated and you, as a marketer need to ensure that your app avails a commendable overall rating.

    Reviews: Like rating, you must ensure that the reviews that users frame on your app are positive as these reviews will play a role in enhancing the count of downloads.

    Now it is the time to measure success. It is quite difficult to measure success in app marketing. This assumes truth especially when you work with the inbound channels. Though it is quite early, it is continually getting better and more tools and services are making itself available in order to provide marketers a better way to understand success. Below are some ways that will help you to measure success:

    Search ranking: Just as it is the case with web, you can track ranking for specific keywords in order to measure success rate for your app. Rank tracking is valuable for ASO as it helps to understand progress.

    Reviews and ratings: Reviews and ratings play a dominant role in gauging your success in app marketing. Track what the users are saying about your app.

    Download: You can correlate search ranking with downloads. Just integrate with iTunes Connect and then overlay search ranking with downloads. This will help to see how closely related the keywords are with downloads. Though this is definitely not the perfect way, it is quite helpful.

    By now, you must be quite clear about the occurrences that are presently going on in the app ecosystem. This guide was just about showing some popular ways to market your app. Now it is your turn to start working and develop a smart and effective app marketing technique.

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