app-store-optimization-aso

Tips for app store optimization

ASO, or app store optimization, is the process of creating and adjusting an App Store or Google Play listing for long-term, organic success.

The concept of ASO has caught fire recently due in no small part to the massive volume of applications clogging the app stores: nearly 3 million apps are available on the Apple App Store and Google Play apiece. Successful optimization can put your app on top for a long time to come.

Why ASO?
Apple itself recently touted that more than 65 percent of app downloads come from searches made in the App Store. That is bigger than all the television ads, Facebook promotions and burst campaigns out there, making search officially the strongest way to boost your app.

With an optimized listing, your app will be more likely to appear in relevant searches, capitalizing on the intent of users each time they search in the store.

Tailoring your optimizations
When optimizing your app, it is important to consider the platform on which you will be launch.

Apple and Google each have their own unique process for indexing your app. That means you will need to play to the strengths of each platform to successfully optimize for both.

Optimizing on the App Store
Apple’s App Store is the easiest platform to optimize for in many ways.

An app listing for the App Store consists of two key parts: Your app’s title and your app’s keywords. Only your title will be visible to the public, but both the title and the keywords have great influence on which terms you will rank for in search.

Words from your title and your keyword bank can be combined to build phrases.

For example, if your app is called “Fun Game” and you have the word “Free” in your keyword bank, you could pick up ranking for the phrase “Fun Free Game.”

By looking over your title and keywords, as well as reading your description and playing around with your app, Apple will determine foe which terms and phrases your app is relevant. That makes targeting the proper keywords in your title, keyword bank and description extremely important.

Optimizing on Google Play
Like Apple, Google also has a title field. Unlike Apple, Google restricts the title to 30 short characters. That means you will not be able to add too many key terms in your title.

Also, unlike Apple, Google has no keyword bank into which you can type manually targeted keywords.

Instead, Google uses the words in your title, long description and short description to determine foe which terms your app is relevant.

The short description is a small, 80-character description of your app that will appear to users on mobile as they search.

Google places great weight on your title and short description when it decides your ranking, so it would be wise to use highly searched, relevant words and phrases here.

The same is true of your long description.

If you can use high-volume, trending terms in your description in a natural way, you might find yourself picking up a lot of new rankings.

Converting users
ASO places heavy emphasis on the data behind your app. You always want to use the most relevant, trending terms as your keywords.

However, not all the action happens behind the scenes.

After all, a user still needs to like the look of your app to download, and that means optimizing your icon and screenshots as well.

Creative optimization is incredibly important in ASO.

An app can have great keywords, a solid title and a captivating description. But with an ugly icon and screenshots, it may never gain the traction it needs for success.

Again, it is important to take into account the differences between Apple and Google when you optimize your creatives.

For example, Apple’s search results display two screenshots for each app, making your first two screenshots – or your first screenshot and your preview video, if you have one – vital for converting users.

Google, on the other hand, does not display screenshots in search results. Instead, your icon will be the only creative item featured in the results.

Take these differences into account when you set up your listing for each store.

WITH THAT, you have got a solid foothold for optimizing your app with both Apple and Google.

Each platform has its own unique challenges. But a successful optimization could be the first step towards scaling nearly 3 million competitors on each app store.

Source: Mobile Commerce Daily, article by Dave Bell (http://www.mobilecommercedaily.com/tips-for-app-store-optimization) 

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Effective Ways to Generate Leads Through Digital Marketing

Lead generation is at the heart of all businesses. Entrepreneurs and marketers are constantly on the lookout for new and improved ways to enhance their lead generation strategies.

Building a strong base of customer leads is crucial for every business. Numerous digital marketing tools have surfaced over the years to aid in the process. Each of these tools plays a major role in putting together an effective lead generation strategy.

The number of Internet users worldwide has been found to be 3.5 billion. If your business relies primarily on local customers, chances are, your potential customers are a part of this figure. Here are some effective strategies that can help you generate more leads through your digital marketing efforts.

Request for Reviews

The power of online reviews is immense. Did you know that 88% of customers trust online reviews as much as personal recommendations?

Consumers have increasingly been turning to online referrals before making a purchasing decision. One of the best ways to leverage this is by asking for reviews from your existing customers. You can ask your customers to fill up a short form on your website for this purpose.

In addition to that, you can claim your business’s listing in top review sites and ask your customers to post a review there. More the number of positive reviews, better will the prospects for your business.

Conduct Online Contests with Special Offers

A special offer works as a bonus to motivate a person to take action. If you plan on conducting a contest, you can consider offering a discount to the consumer who wins it. Additionally, you can also provide an offer at the end of a survey or a request for review.

The offers can be as simple as a discount on a product or a service that your business provides. For example, if you have a car dealership, a discount on private number plates can be quite effective. A gift certificate can be used as well.

Such campaigns can be highly effective in attracting new leads for your business.

Leverage Social Media

With 2.1 billion active social media users, this platform is a goldmine for lead generation. Most of your potential customers are quite likely to be on social media. Therefore, leveraging social media should be given maximum priority.

For example, you can consider investing in engaging content and posting them on various social media sites like Facebook, Twitter etc. Instagram can also be used to post pictures and short demo videos of your products etc.

There are numerous ways to increase social media engagement for your business. Social media sites provide marketers with an opportunity to initiate interactions with customers. Additionally, this also helps in building credibility and trust.

Create a ‘How-to’ Guide

Many consumers may be confused with the services and products that your business offers. This is where a ‘how-to’ guide becomes relevant. It simplifies the information that you wish to convey to your existing as well as potential customers. A complex process can be broken down into simple steps to help your customers understand it easily.

You can consider creating an engaging blog post for this purpose. You can post an infographic, an article or even an e-book. A short video can also be highly effective. It is advisable to include a call-to-action at the end of the blog post or the video leading to the relevant page of your website to enable customers to take action.

Focus on SEO Strategies

Organic search is one of the most vital source of traffic for businesses which primarily relies on the proper utilisation of the right keywords. Therefore, it is important to have strong keywords in your website’s landing pages that rank well in Google search results.

You can also consider focusing on PPC (Pay-Per-Click) campaign to see immediate results. Google AdWords is highly effective for this purpose. You can choose specific keywords and pay only when someone clicks on them to go to the relevant landing page. Depending on the performance, you can adjust your budget.

These strategies are highly effective in generating valuable leads for your business. That being said, it is important to track the results of your efforts and adjust them accordingly to ensure that favourable results are generated from the strategies that you implement.

Source: Business Zone, article by Kent Charlie (http://www.businesszone.co.uk/community/blogs/kentcharlie/effective-ways-to-generate-leads-through-digital-marketing)

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5 Clever Retail Offers That Won’t Eat Your Profits

Discounts and deals. These words bring up different reactions depending on who you ask. If you’re a consumer, these terms will likely generate excitement. You’ll perk up, and you’ll want to check out what the store has to offer.

But if you’re a retailer, you probably won’t get too excited. Sure, putting products on sale could generate traffic and customers, but it also lowers profit margins. And running sales too often may diminish your brand and attract shoppers who never want to pay full price for anything.

To avoid this, retailers must be smart about their discount strategies. Contrary to what some might think, it’s possible to run sales while maintaining a healthy profit margin and brand image. Take a look at the ideas below, and see if you can apply them to your business.

1. Reward profitable customers instead of deal-hunters.

Rather than sending offers to deal-hunters, determine who your best customers are — like your top spenders and frequent shoppers — and send them targeted offers. Doing so not only maximizes profitability but also helps increase loyalty among the shoppers who matter most.

If you’re planning to run a sale, go through your customer database first, and offer discounts to those who are likely to spend more. It’s also a good idea to analyze the types of customers who come through different marketing channels. From there, you could determine what offers to craft and how to promote them.

“Understanding customer lifetime value per marketing vehicle helps retailers craft the right offers while ensuring that they’re catering to customers who will keep purchasing and hopefully spend incremental dollars, says Antonella Pisani, founder of OfficialCouponCode.com

“In other words, it’s best for merchants to offer deals using marketing channels that attract customers who come back through free or cheap channels such as organic search, email, or brand keywords.”

2. Don’t put your flagship products on sale.

Avoid discounting your flagship or most desired products. Being selective with the items you put on sale protects margins for your best merchandise. It also elevates your top products so shoppers won’t see you as a deal-centric brand.

Thom O’Leary, President at Fixer Group Consulting, says that keeping specific items at full price enables retailers to continue driving revenue through sales without diminishing brand value. “Some online stores will run tons of sales, but never on their flagship items. They’ll even make it clear that those items are never on sale, or only on sale once per year. This is typically done on their most desirable or best-known items.”

He continues, “My client, SCOTTeVEST, does this. Their flagship vests almost never go on sale, and the strategy has worked out well for them.”

3. Avoid falling into a discount pattern.

Being predictable with when and how you run sales trains customers to wait for deals. One retailer that learned this the hard way is Bed Bath & Beyond. The home furnishings retailer got a little aggressive with their coupon strategy, mailing out tons of “20% off” coupons on a regular basis.

And while the effort did drive sales, it also lowered profits for the retailer. Last year, Bed Bath & Beyond made retail news when it announced on its Q3 earnings call that despite revenues increasing 1.7 percent, profits were down 10 percent, mostly due to its coupon-happy strategy.

Don’t let your company suffer the same fate. If you’re going to run sales, keep shoppers guessing via sporadic and short-term promotions. Or better yet, be more targeted with the promotions you’re putting out there. Segment your top customers then send them an unexpected offer such as exclusive access to a flash sale or a generous coupon. You’ll reap the rewards of an uptick in sales without training shoppers to wait around for a deal.

4. Offer conditional free shipping.

Have you considered offering free shipping? You should. A ComScore study found that 58 percent of shoppers purchased more items to qualify for free shipping, and 83 percent don’t mind waiting for a couple of days for delivery if shipping is free.

Clearly, free shipping can drive ecommerce purchases. Shipping incentives can increase average order value and — if implemented correctly — could protect your margins at the same time. That said, you have to be smart with how you structure the offer. Rather than offering the deal to everyone who buys from you, implement specific conditions for deal redemption.

For example, you could set a minimum order value before shoppers could redeem the deal. Another approach would be to offer free shipping for qualifying items. Some retailers offer free shipping for just a limited time. The right free shipping approach depends on your business. If you’re selling small items that are easy to pack, then you can probably offer free shipping at a lower spending threshold than a retailer that sells heavier products.

Be sure to study your shipping costs when crafting your deal. Remember, the key is to create an enticing offer without killing your profit margins.

5. Implement promotions that add value.

Deals aren’t only about discounts. Consider running promotions in which you add value to the sale instead of slashing product prices. For instance, you could offer a free product with every purchase. This is an excellent way to move inventory that you’re unable to sell. You could also add value through personalization. If you’re selling jewelry, for instance, why not throw in a free inscription?

Think about why your customers are buying a particular product. What do they want to do with it? Is there anything you could offer that would complement the item or would help customers get the most out of it? Find the answers to these questions, and use them to craft your value-added offer.

Your brand image and profit margins don’t have to take a hit every time you run a sale. By offering data-backed and well-thought out deals, you can effectively attract customers, drive sales and maintain decent profits at the same time.

Source: Entrepreneur. Article by Francisca Nicasio (https://www.entrepreneur.com/article/278404)

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3 Ways to Supercharge Your Content-Marketing Strategy

User-generated content is the riskiest of all marketing strategies because of the obvious potential for negative comments. But if done right, it will pay off more than any other type of content marketing. A tech-savvy and social-media-focused audience appreciates the realism, the contributions of their peers, and the opportunity to be part of the conversation. Even with the inevitable (but hopefully infrequent) user rant, organic user reviews, commentary and conversation are the foundation of the most successful campaigns.

1. Give your customers a voice.

It’s naturally tempting to try to maintain absolute control over every piece of content that mentions your brand, but consumers know the difference between SEO article spam and meaningful content. Increasingly, consumers are more interested in seeing what other consumers have to say than they are in reading your own self-promotional puff pieces. Consumers no longer want to be told what to think — they want to be part of the conversation.

“Marketers need to go beyond simply talking about how awesome they are. It’s far more powerful when other people that aren’t on your payroll are saying it,” says Jeev Trika, CEO of CrowdReviews.com. “User-generated content, two-way discussion with consumers and organic user reviews from real people form the foundation of today’s meaningful content strategy.”

A recent Capgemini report highlighted the importance of Generation Y customers, who are more tech-savvy than any other demographic and will become a major part of the workforce by 2020. The report noted that members of this important group have high expectations, and they are more likely to engage directly through new channels and social media. This demographic is harder to please, because they expect to be able to communicate through all available channels, and they expect two-way communication.

2. Use right-brained, creative tactics that go beyond the numbers.

There are two great fallacies that lead to tepid results in content marketing. The first is that content marketing is a purely numbers-driven strategy, with success measured in keywords, number of backlinks and quantity of placements without regard for quality of content or destination. The second fallacy is that you need to push content in one direction only — from marketer to consumer — in order to maintain control.

Reliance on mechanical SEO tactics like article spinning and astroturfing (the practice of creating and placing fake reviews) may — at least temporarily — lead to an increase in search-engine placement. But even if SERPs increase, the poor-quality content and transparent fakery responsible for them will harm your brand, and they likely will not result in any significant increase in actual revenue.

Even a good strategy that delivers useful content often goes in just one direction. The next shift in content marketing is bi-directional, user-generated content.

3. Find the emotional connection.

“Customers are far more likely to have a meaningful connection to your brand when they have an interactive platform available,” Trika says. “The younger and more tech-savvy demographic in particular will respond more positively to organic user reviews from their peers than they will respond to a Madison-Avenue-generated television commercial.”

That organic conversation is what Scott Magids, CEO of Motista, says is the basis of creating an emotional connection with consumers. “The emotional connection is an evolved approach to customer strategy,” Magids says. “It’s the path to maximize the value of customer relationships that lead to organic growth.” The emotional connection that some marketers have been able to create goes beyond simply delivering clever advertisements, engaging articles and great customer service — it’s about tapping into something deeper.

“There are a few unicorns out there which have created an emotional connection using one-directional advertising,” Trika says. “But when user-generated content and user reviews become part of the mix, the consumer becomes part of the conversation and develops an emotional connection with your brand. That’s what drives consistent and repeatable results.”

Source: Enterpreneur. Article by Dan Blacharsky (https://www.entrepreneur.com/article/274532)

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