Partly Digital

Over the past couple of years I have been thoroughly involved in Search Engine Optimization; on the Enterprise level and the SMB level. I have had the opportunity to work with large well-known brands, while also creating a strong awareness for brands that are new to the Online / Digital Space.

As trends shift from Website SEO to APP Optimization, a lot of today’s SEO Specialists have no clue as to how to properly optimize the “Onsite” (App Name, Keywords, and Descriptions) for Apps in the App Store. This post will go into detail on how to optimize the Name of the App, Keywords and Descriptions by using best App Marketing practices. In addition I will be linking to a few awesome App Tools to make this process easier.

App Name – Utilize your app name to the best of your abilities. Name your app in accordance to your industry / app functions and themes. It should be catchy and easy to remember. 

App Keywords- Use two to four solid terms that properly convey the apps message. You will only have about 100 characters to make use of this, this includes the comma separators after each term. Use relevant keywords as much as possible and try doing a search in the App Store to find out which keywords trigger which apps; this will let you know if you are moving in the right direction. Also you can only edit your keyword lists when you update your app for the second version or if the app is rejected by Apple for some reason, so be very careful in entering terms that don’t make sense for your app; and yes Apple reviews keywords for compliance. (Note- Do not repeat terms or include your app name in the keyword fields, as this is not best practice and Apple might flag you for this as well.)

App Keyword Tools- Do not try to guess which keywords are best for the app. The inter webs have plenty of tools for you to use to discover keyword opportunities. Tools like; Mobile Dev HQ, Sensor Tower , Search Man , and App Codes are all useful tools that will help you identify keywords for your app. They also provide Competitor Analysis and tracking that allows you to gain further intelligence and insights for strategic planning. App SEO packages have also been developed so make use of these to check App Rankings! (See Below Screenshots, I will prepare a more in depth look at App Rankings in my coming posts.)

App Description- This should include a brief explanation of what your App does, and why users should download it. Also this is where some product development and execution can come into play. Highlight the top areas of the app you are wanting to market. This should also correlate with what you believe will be the highest revenue point of the app. 

First impressions are super important in any occasion, apps especially as mot users read only the first few sentences to get an idea of what the app is about. (Note- the IPad and Desktop iTunes versions of the App Store only chooses to display the first three or four lines of the description so keep this in mind.) Also if you are new to the App Store, and have no reviews to show case, try leveraging links to media / credit worthy outlets that talk about your app, or any initial app awards / praises you might have received during the apps pre-release stage. Placing the app in open beta for users to try is important for this key factor. It serves as a way to drum up support and receive the noteworthy content you will need to succeed in the App Store. Not to mention the time to continue to iron out bugs based on user interaction feedback.

Create a well thought out app strategy that you thoroughly back 100%. The iTunes app store is constantly changing, so leave room for agility within your strategy.

We are moving closer towards a world where  No app presence can have a huge negative impact on your business. 70% of Mobile use is stated to interact directly with apps.

I will describe in this post, a not- so nice; yet interesting way that some have found as a method  to promote their app in the app store and gain Apples trust by tricking the algorithm with payment transactions. Gross gains are a main indicator for popularity in the app store. (Link to Referencing Article can be found Here &  Here). I mean it’s serious business for app developers( Apple’s incredible developers have now earned $15 billion on the App Store.)

Some companies have made it their mission to rank their app high in the top 20 spots in order to capitalize on conversions, assuming the app has all of the elements needed to compete in its space. Things like Optimal descriptions, screen shots, along with ratings to properly convey the app is needed.

You can game the app system by pricing the app at $999. The maximum amount an app can cost. Once you do this, then you distribute funds and re-purchase the app. Apple receives 30%, this makes Apple happy which will then favor your app within its ranking system. Now you are directly competing and you can then lower your price point to a normal standard rate within your industry vertical and Convert.

I personally have not tried this method, as I usually rely on traditional conventions to rank my apps. Which is by developing a solid product marketing content model that tailors to engagement on my top products and accessories by delivering a meaningful relationship with the consumer.

                          Account Based Marketing or (ABM) is a critical Marketing function, that marketing professionals tend to overlook when drafting a strategic marketing plan. Many digital marketers stop at the Digital Ad / Media buy level, when in fact they should follow every conversion through the entire acquisition and retention process. 

Lets study how ABM can improve your marketing cycle; drive revenue, increase retention levels, and improve on reaching out to potential new customers. 

Sales & Marketing Integration- This is a key component of ABM. Understanding the sales cycle, and identifying key attributes of value for each client acquisition within the corresponding product vertical is huge. Creating a ABM strategy around those accounts and demographics that drive the most revenue will provide instant gain in ROI for the product/s that the company relies on to maintain positive quarterly and annual numbers.You will begin to see that Marketing-Sourced Deals can then be scaled efficiently and sized by accounts. Adapt a CRM strategy for these accounts and reach out to them regularly, by offers such as discounts, promotions and up sells. In some cases this goes a long way as a happy customer will be more inclined to solicit services on your behalf by referring other people they may know to your products.

A direct win!

Analytics and ABM -  Analytics and Demographic values are a critical piece to this puzzle. Define key consumer based digital channels, and optimize upon them strategically using concrete historical data for outreach. If you don’t have historical data, invest in Market research. Segment; user behavior flows grouped by products. This brings in more telling data sets of what your consumers are really after. You can scale this up into segmentation per outcome of visit, time to convert or other important indicators that led to conversions. Also, tie in company to client outreach and CRM data that can help you correlate the customers feelings towards the account. Find out what you are doing right and what you are doing wrong; analyze and create the test environments you need to succeed. 

Corporate Culture A culture of wanting to exceed expectation in which where one must deliver a positive experience before, during and after the account has been acquired must exist. Don’t take your potential or existing customers for granted by not providing exceptional products and services.Working for Intuit; I learned a saying that will forever be embedded within me; “Don’t let your customers go back to do things the old way.” This is a key component as to why Intuit has been so successful over the years.

Many of us a few years ago would have never imagined a world of sensor-tracking wearable tech; or even a device that would allow you to send emails and text messages mounted on your face; while staying on par with that golf swing you have been practicing all week in the office. 

Tech companies have expressed global interests in creating this new dynamic industry of tech wearable’s, solutions and sensor technology to help improve society, while pushing it towards an age of tech diplomacy. I mean after all, wearing technology can only bring out the best out of most of us I would hope; however some people will struggle to remain ethical. Society is still trying to grip and learn how to navigate a social media driven world; where what you say can be your own public lynching, and this digital medium has been relevant for over 12 years now. 

I myself, am a Google Glass Explorer and I can tell you first hand I have had both positive and negative reactions to the device. After a few months with using the device, it is very clear that when pushing societies considered normal standards; one must be very careful as to how you approach each and every situation. Whether it be visiting the bank, buying groceries, or even a job interview; always explain how the device in question works and what it is restricted in doing in order to ensure those around you that their security and digital integrity is safe. Of course this applies, only if a person so happens to tap you on the shoulder and asks; “What are you wearing?”: or the better one, “Can you identify me with those”? It sounds like a lot of work, and frankly it is.

Lets just hope people learn how to adapt, accept, and behave in a wearable tech world sooner than later. Considering Google’s recent business partnership with Luxottica and Facebook’s acquisition of Oculus Rift, that world is now closer than ever before.