Andrew Degenholtz brings some 20 years of experience as an active participant and innovator in magazine circulation and mobile app marketing to his current position as president of Oplytic, LLC, which he founded in 2009. The company offers a variety of tools to help its clients acquire engaged and paying mobile users. He is a member of the Alliance for Audited Media digital edition task force, created to develop best practices for acquisition of digital magazine subscribers.
Maximize your mobile app downloads and business will grow. The plan sounds simple but before you start harvesting revenue from downloads, there are seven essential seeds to sow first.
The art of app business growth
Cultivate your garden
Building a strategy is as important as building the app itself. Based on your demographic research and company goals, create an app identity that can be quickly grasped. For app store optimization, assign a clear and concise title with an accompanying logo that communicates your message at a glance. Select keywords that suit both the app and the audience. In the app description, succinctly convey how the app’s functions and features translate into user benefits. Then carefully choose a primary and secondary app category to attract your target market.
Everything’s coming up roses
Before your app goes live, your public relations crew should equip app advocates with pre-launch tools (beta program/prototype, media kit and more) to generate feedback as well as online anticipation and pre-registrations. PR pros also shepherd press coverage including critical reviews which can increase app exposure, drive downloads, and boost SEO benefits.
Cream of the crop
Because user ratings are as important as critical reviews, encourage positive postings by proactively targeting customers and clients. When your app rakes in 4-5 star ratings, report that back to users. In addition to being an endorsement of your brand, good reviews are great on your search rank.
If you plant it, they will come
Nearly 40% of new app users come from sources other than in-store searches. As such, it’s important to support your app with its own promotional website or optimized html landing page that links to the download page in Google Play and App Store. Digital marketing campaigns that use email blasts and automated alerts to inform potential customers about your new app can also be fruitful.
Enjoy the scenery
Although high quality screenshots of mobile apps are key, providing moving images via video overviews can unlock the door to SEO and Google search success. More importantly, a well-made video will show potential users how your app works in an engaging way. The trick is to provide a pithy and practical piece that delivers the demo in 45 to 30 seconds as longer runtimes run the risk of losing the audience.
Since apps rank better when they receive updates and reposts, it’s wise to regularly refresh its image with news of bug fixes, keyword changes, description revisions, and ASO updates. These edits allow you to organically fine-tune the app as it adjusts to its position in GooglePlay, App Store and beyond.
Make hay while the sun shines
Oplytic can help you create a strategy that maximizes the benefits of your downloadable app.
Visit oplytic.com for more inspiration and to find your place in the sun.
Posted: April 13, 2016