Since there are thousands of apps available in the app stores, it becomes quite difficult to establish a unique place in the web market. No matter how interactive and user-friendly your mobile app is, if you haven’t prepared a robust pre as well as post marketing strategy, you won’t generate desired results.
Being an app marketer, make sure you understand the fluctuating needs of the customer’s behavior as well as marketing trends before getting into any promotional activity. After accessing your business needs, specific niche and marketing trends, you can create a robust marketing strategy for both the pre-launch and post-launch of your app.
Here in this blog post, we will go through the pre and post app marketing strategies that are effective and result-oriented.
Let’s get started!
Pre App marketing Strategy
1. Set your app marketing goals carefully
While promoting a mobile app may be a new task for you, setting up goals is one of the most common and vital steps in all marketing campaigns. Before the launch of your application, make sure you set determined goals for your product.
Be realistic, specific and clear while planning your app marketing goals. Take the feedbacks from your targeted app users or audiences, and understand what they expect from you – this will help you create quality content for your marketing strategy.
2. Create stimulating demo videos
Once setting up your marketing goals, it’s the right time to craft simple yet appealing demo videos to showcase the glimpse of your mobile app. This creates an excitement among the people to use that particular app.
For professional looking demo videos and teasers, use the creative and inviting content. Stimulate people to see your video at least for once. You can even promote these types of stuff on social networking sites as well. There you will get more exposure and you could also generate better results.
Get instant access to great sales and marketing content.
From generating app development leads to increasing app downloads.
3. Get ready with your content
Marketing an app via unique and quality content is one of the best ways to get people’s attention. Since people search for fresh and informative content, you can prepare all the content such as blog posts, articles, forums, press releases, and newsletters related to your mobile app to encourage more mobile users towards your brand.
You can also hire a professional content writer or a blogger who can help you create high-quality content for your mobile app marketing. This can create awareness about your app among targeted mobile users, which is good for your brand as well.
4. Publicize the launch date and time of your app
Make an official announcement about the launching date of your mobile app. You can do this two or three days before the launch of your app. You can give detailed information about your app to let reporters write news about it with ease.
You can also share logos, screenshots, and demo videos to the specific web audience to make a grand launch of your mobile app.
5. Promote app reviews across web channels
After the launch of your app, make sure you get reviews by sending the app the specific industry experts, bloggers and media personals, big review websites and other popular sites.
Also, post a short description related to the app launch on all social networking sites to get more online visibility.
Post-Launch App Marketing Strategies
Don’t stop the marketing campaigns after the launch of your mobile app. Keep creating fresh and quality blog posts, articles regarding the new features of your app. Below are some other strategies that you should keep in mind:
1. App Store Optimization (ASO)
ASO is the SEO of the App marketing world. This means you will need to optimize your App Store listing page to get better ranking in the App Stores. This makes it easy for potential visitors to discover your app. So, optimize the app store title. Create a title that can represent your brand within a glimpse.
Since the limit of App Icon Name is restricted to 12 characters, make sure you optimize it according to the specific requirement. Also, create ASO friendly description for your app and choose the right category in the app store to save your mobile user’s precious time.
2. Send emails and newsletters
Expand your email list by creating and sending professional looking emails to your potential mobile users. Convey your messages related to the new updates of your app to your subscribers creating beautiful and customized newsletters.
3. Social Media Marketing
Promote your app on different social media platforms such as Facebook, Google Plus, Twitter, Pinterest, YouTube, etc to grow your customer base. You can use videos, images relevant to your app on these platforms to grab the attention of more and more people.
These are the pre- and post app marketing strategies that will boost your marketing reach and also enhance your brand awareness across the web.
The competition among websites and blog posts are getting fiercer and fiercer. All of them are trying to rank really high on the various search engines available to internet users found across the world. They are also striving to produce numerous contents that are both relevant and easily searchable. It does not help them that Google – the top search engine on the internet – often updates their SEO algorithm, making it harder to keep up with all the changes.
Improve Ranking by Improving User Engagement
Engagement in SEO terms is the amount of time a user spends on a certain page. If you run a blog or a website, you would want readers to spend a long time reading your post. You don’t want them clicking into a link only to close it in a matter of seconds because this would mean that they did not find your content helpful.
The simplest thing you can do to improve your user engagement is by creating articles that can be easily read. Readers like to scan the articles they read online to save time and effort. Give them want they want by following this format:
Increase Content’s Likelihood of Ranking by Increasing Its Length
Backlinko has done a recent study, which found out that longer contents have more chance to rank higher in SERPs (search engine results pages). Admittedly though, writing posts that contain 2000+ words is not for everyone.
Instead, what you can do is to review your previous posts, find ones that are already doing well, and update them with more content and information to make them longer. By doing this, you can entice your audience to reread them.
Turn Your Attention to YouTube SEO
YouTube is the second most popular search engine. It would be a waste if you are not going to include it in your SEO tactics this year. If you focus in YouTube SEO, you can easily receive twice more traffic than what your website would normally have. It would also push you to Google’s first page for it often contains results coming from YouTube as well.
Enhance Your Site’s Speed
Google often emphasizes the significance of a site’s speed. In fact, it announced back in 2010 that it would start using it as a ranking factor. This is particularly because web users would often abandon a website if they do not load within 2 seconds or less.
Fortunately, there are many tools you can use to test out your site’s speed, including the Accelerated Mobile Pages Project – which you can use to test if your website is mobile-friendly as well. Take note that even app development agencies and studios utilize these tools to ensure their speed.
Build Backlinks for Good Rankings
Building backlinks is a tried and tested SEO tactic that will ensure good rankings for your website. According to Moz, your website’s backlink profile is the most reliable indicator of its future rankings. A past study they did had suggested that sites without backlinks have found it nearly impossible to reach a high rank – even when they produced good content.
You have to be wary though where you build your backlinks. This is because low-quality links which are easily spammed with paid links, blog comments, etc. no longer work as well as it did in the past.
The tactics being used by people to produce good content across the world is changing over time. Become updated with all these changes to ensure your website’s ranking and relevance this 2017!
About the Author:
Justin is a digital marketing specialist for SEO-Hacker. He loves staring at large amounts of data while trying to figure out what to do with it. He attempts to write about different topics and blog during his free time while watching anime and TV series. The internet is his playground while the world is his bedroom. He’s still trying to figure out what to do with data.
It’s a well-known fact that app marketing cannot be done right without Social media marketing. But some apps need it more than others. While gaming and learning apps rely more on word of mouth marketing and App store optimization, lifestyle apps like shopping apps need a strong social presence to connect with potential users.
Lifestyle apps are apps that are needed by their users. These apps aim to make the daily life smoother. Lifestyle apps give app marketers a great opportunity to build a more intimate relationship with their app users. So let’s dig in to find out why and how social media can benefit mobile marketers for this particular niche:
1. You can connect with potential users on Social Media
Since the potential user of a lifestyle app is more active on social media than anyone else, it is more likely for marketers to connect and promote their app on various social media platforms.
Let’s take the example of a real life case study: In June 2015, the Unicode Consortium launched a taco emoji. To celebrate this, TacoBell created 600 mashup gifs. People who tweet a picture of a taco emoji with another emoji at their account, will get back a photo mashing up the two images.
The result: The campaign received more than half a million tweets in just 5 days.
The best part: it’s FREE!
2. You can promote latest offers or new products:
Lifestyle apps are bound to have lot’s of products and offers going on at any given time. You can post enticing pictures of the products, along with any deals you have going on. Always include a direct link to the specific product for fast purchasing at your online store.
You can ask your existing users to post pictures of themselves using your products. By doing so you can reach millions of potential new customers within minutes.
3. You can showcase your products through videos
Create and upload the videos of your best products to create awareness. For a lifestyle app, it’s all about how good looking your app is. With the help of videos, it will be easier to showcase multiple products at once. Sony, in its video contest on Facebook, asked users to create trailers for the promotion of the movie ‘The Priest’ and submit it.
4. You can encourage referral marketing through contests
By asking your existing users to promote your app via tagging their friends and followers on Social media you can do referral marketing for free. Offer some incentive to your existing customer like a discount or coupon in exchange for this. Holding contests will not only promote your app to new users but will also help in customer retention and branding.
Case study: Owaves is a wellness planning app, where users can visualize the percentage of the day they spent doing certain activities. The marketing team developed a social media contest to engage these consumers with the app in their daily routines. The result was 120% more in app activity.
5. You will have a better conversion rate for social ads
The social profile of a lifestyle app is bound to have better follower numbers than any other kind of app. This will affect your social ads, as it will increase the conversion rate of your ads. This is an exclusive opportunity for lifestyle apps that should be used by the app marketers. Here is a real life case study to optimize your ads in order to get 28.64% of paid traffic installs (of the total number of downloads).
Long story short, the best marketing channels for Lifestyle apps aren’t the usual app install ads because these apps are like helping hands that show up to serve. Social media offers you great scope for app marketing which is also free. So just figure out which Social platforms are best for your app, create your unique social strategy and see your app installs growing linearly.
Thomas Kriebernegg is the CEO at App Radar, an App Store Optimization Tool, to help app developers understand and improve their app store ranking. He has not only a passion for apps but is a Growth Hacking enthusiast.
The sales role is not everyone’s cup of tea, it needs a lot of convincing power and knowledge of right sales technique. Are you looking for a sales job? Well, apart from a degree you need to be good in several things such as communication, convincing, problem-solving, knowledge of the product or service, and much more. The sales world is a people-centric business, interpersonal communication skills and customer interaction is crucial here. Sales professionals are responsible for determining customer demands and needs, communicating the features and benefits of the products or services being offer
ed, and solidifying transactions to supply those products or service.
While performing your duties as a sales professional you will come across a lot of challenges. To be exceptional you need to tackle these challenges, below I have given the common challenges and how to overcome them.
The biggest challenge for a sales professional is to get a qualified lead. A lead is nothing but a prospective consumer of a product or service, created when an individual or business shows interest and provides contact information. Most of the business get access to the sales leads through various marketing channels.
Solution: Many of the professionals tackles this problem by selling the product or service to unqualified leads. It is an unacceptable way, you must understand who are your target audience. Selling your product or service to people who don’t need it will make the situation worse. It can tarnish your and the company’s image. So, it’s better to target the right audience as your customers.
Building trust in your potential customers will be also a challenging task in your career as a sales professional, whether you sell cars, investment or apps. Trust building is essential with the customers for boosting your credibility. If the prospects are not feeling confident and comfortable buying from you, they will move on to another seller.
Solution: Transparency and honesty, even if it isn’t in your interest will be a solution for building trust in your customers. Getting aggressive and manipulating customers will be of no good, instead be genuine and keep your word. Share your knowledge, experience and expertise about the product or service you are selling. This can be done by talking one on one with the buyers or by using social selling, writing a blog, speaking at seminars, etc.
To Be Business-like
Many sales professionals, especially freshers in this field fail to perform their task effectively. They end up being unproductive, which is due to lack of planning. A lot of your time will be occupied doing the tasks like filling out reports, inputting data, and updating call sheets. All these things consume plenty of time and leave you with very less time for doing actual sales.
Solution: Using the advanced technology will be a simple solution for this problem. Implementing automation tools and technology can help you eliminate many of the tedious and time-consuming administrative tasks. New tools to automate your work in the easiest way keeps on hitting the market. Search for such apps or software or program, whatever you may call it, which will help you improve productivity and efficiency.
Closing The Deal
Closing is nothing but the last logical step which you would take for your goal-oriented conversations. Closing the deal it is a big challenge for many sales person. You might hold your client the entire way but might lose them at the 11th hour.
Solution: There are lots of crafty closing tricks out there, and they rarely work. That being said, when you have a long sales cycle, or you’re selling a complex product, it gets very indistinct when consulting ends and paid engagement begins. You have to cross a line with your prospect by telling them it’s time to buy it. There’s is no easy way than indicating or telling upfront if it’s high time but in a formal/professional way.
So these were some most common challenges you could face as a sales professional. f you are choosing sales as your career, then there might be more such challenges coming your way. All I can do is advise you not to stress and take the help of your seniors. I hope you’ve got a better understanding about sales and its challenges. If you have any doubts or suggestions regarding this blog, please write to us in the comment box.
Hi, I am Aditya Singh, I am passionate about writing blogs, lyrics, social media posts and articles. Currently working as a content writer at Aasaanjobs and focused on writing and learning about worldwide recruitment scenarios.
When organizing to design an app, the businesspeople will be entangled in a dilemma as to where to begin. App development is split into three groups related to it being a customer app, an overhauling impact and phasing a web app to its mobile counterpart. The expenditure and quota are of major consequence to app development.
All the major aspects are listed below. All have to be taken into account prior to, during and post launch of any app.
Before launching your app
Choosing the right app platform:
The company must determine on which platform the app has to be released namely iOS and Android both of which have their benefits and disadvantages. iOS apps lead in terms of revenue but Android is the champion related to compatibility and retaining of users.
iOS is preferred if the brand concentrates on paid-for apps and in-apps purchases. Android’s advantages are that it has a bigger platform, has a big spread regarding products and there is the absence of sequences related to approval. The downsides are that there is a hindrance to supervise experience because of the OS versions and the point that risk of errors to happen are higher. Also related are some piracy problems. iOS has its pros in the form of a good reach, sophisticated tools, and a rigorous security aspect. Its disadvantages are that the approval takes a long time and it is more confined with relations to data distribution and marketing.
Designing an app can be done on both the platforms with the only disadvantage being the time taken to design, along with the expenditure invested in.
Obtaining beta testing factor:
Beta users are suggested for testing as they provide accurate and authentic reviews and hence it is the most vital aspect regarding testing. The designers can have either a private or public beta testing. By taking the potential customer into account the public beta testing is suggested as the prospective users can be anybody. Beta users are tough to find which is simplified by manipulating TestFlight. The factors of network, load etc should also be taken into account.
It is suggested for the experimenting team to do it manually as it may carry out well in the beginning and after sometimes tools like AppPurify can be used to conserve time.
Implementing acquisition action
The subsequent major undertaking after designing an app is to identify users. Apps must have a proper user base and it is the vital priority of the brand to prosper.
It is to be noted that only some apps feature paid acquisition whereas all apps feature organic acquisition. Mobile advertising is applicable to obtain a bigger user base. When the apps are directed to reach the bigger public, it signifies that the brand is engrossed in expenditures to promote the app among users.
In the process of readying an app for organic acquisition, integration of the app for App Store listing must be necessary. App Store Optimization comprises of merging particular keywords into the App Store listing so that the featured app can get good rankings and higher traffic which contribute towards an increase in the download of the app. It is researched and identified that 65 % of the download factor is related to normal browsing in the App store.
Developers will have to disclose the apt snapshots of the functioning of the app to attract users and in turn improve the feedback and ratings. This determines whether the user wants to download an app or not.
The app reviews are proportional to the download of the app which in turn results in the prosperity of the app in the App Store.
Marking out which is functional and which is dormant
The liability of the developing team to find out the most used features of an app along with the ones that remain idle has to be taken into account. Basically, it is done to evaluate user-app interaction and the range to which the app is used. Consumers will typically use the features which are required by them. The key features of the specific app support the involved team to progress ahead regarding the app.
On the event of an app’s release, it is mandatory to focus on the functionality of the app, which when supervised will aid in finding any errors. Prior to the release, the team involved can modify anything as the app is not yet released. Going repeatedly over the performance is key to launching an issue free app.
Researching the initial profitability of the app
The number of downloads although not a contributing aspect to an app’s success, in the long run, is very crucial during the release. Monitoring the download statistics of an app is the first factor to evaluate the app’s success.
Provided the company wants to design various apps on various platforms, it has to scheme in advance as to how they will organize clairvoyance among the various App stores. The use of App Annie will come in handy as it will track the downloads of the app from its originating point, along with the income generated by the app and its ranking in the App Store.
By perfectly organizing the schemes related to Public Relation and Promotion, the brand can intensify and improve the consumer’s notice, the number of downloads and contribute to the app getting good attention everywhere.
Identifying the retention rates:
The involved team has to identify the initial week retention rates of the app. This is feasible by identifying channels with the most number of downloads and worthy customers. Thus the brand can identify the apt sources and cease activity regarding the idle ones.
Post launch, the team should augment the app to enhance it with many worthy features. Traffic, the rate of downloads, ranking and other such parameters indicates the prosperity of the app, which the developers are trying to enhance and providing them satisfaction regarding the work in the end.
We highlighted below the best practices for a 3-part cold email automation. We are not going to write out the exact templates because there are literally hundreds of them online. Even worse, templates get overused. It’s essential that all your emails are unique to what you offer, unique to your business and relevant to your industry.
Email 1: The personal and well-researched email (day 1)
The first email is very important. You are a stranger, who has never provided any value to your prospects. Make sure this email has the following:
Research on your prospect (name is the minimum)
Research on your prospect’s business (industry, news, relevant information for your pitch, their problems, industry problem)
Relatively short copy
A clear call to action
Communicate the value you offer very clearly
Don’t ask for a lot of compliance
Don’t sell anything
Don’t ask them to schedule a call via a scheduling app
Ask a yes/no question if they want to connect with you, or what ask day suites them the most to complete the next step (usually a follow-up call)
Email 2: The smart follow-up (day 3)
How to write this email?
No reply? Don’t worry. The money is always in the follow-up. So, how do you go about writing this email?
Only briefly touch on the value you want to provide, all the information should be already in the previous email
Remind them politely that they haven’t responded
Try a different tone, length and angle in this email in comparison to the first email
Ask them to do one simple action, such as confirming what day they are available to speak
You can test this step and send the follow-up email in a new thread, with a new subject line. Alternatively, you can send it in the same thread so the prospect can easily refer to the previous email.
Email 3: The break-up email with a lot of value (day 6)
How to write this email?
By now it’s very likely that your prospect registered your emails. Again, most of the time it takes 3 (or more) emails to get noticed. What to include?
State that you will no longer follow-up
State that you will be still willing to help them in regard to their problems in the future – as your business focuses on solving these problems
Send a free resource, such as a checklist, whitepaper, guide or your best blog post
Why you need to think carefully about your inbound marketing automation sequence
Want to know how to effectively nurture your leads into buying customers? Having an inbound marketing in place will effectively educate and train your leads to receiving marketing messages from you and to accept that you will eventually offer value in exchange for money.
Naturally, there is a number of ways to construct a high-converting automation. Here is one way to go about it:
Did your lead request a resource, premium content or something else?
At this stage, the most important step is to over-deliver what you promised in exchange for their contact information.
If they signed-up to your blog or newsletter, send them the best piece of your content you have to offer.
If your lead signed-up for a call with you, send a confirmation email and a very educational email or article related to your services and the contents of your future call.
Email 2 & 3: Educate and Endear (days 2 & 3)
How to write these emails?
These emails should focus on educating your customers about who you are as a brand.
What do you stand for?
What is your voice?
Why people love you?
Why should prospects listen to you?
Why should they follow you on social media?
Secondly, emails 2 & 3 should also include THE BEST content you have. You have a very limited time when you can persuade your leads that you are the brand they should listen to and get their information from.
Email 4: Great resource related to Email 1 (day 4)
How to write this email?
This email must be directly related to Email 1.
It can be a piece of information or a premium content that will complement the information in the email.
You leads are interested enough in the topic to leave their information, hence they are ready to consume more relevant content.
This email must be a no-brainer, value giving piece targeted at a very relevant audience based on the initial opt-in.
Email 5: Low-cost offer (days 4 or 5)
How to write this email?
By now you’ve communicated what your brand stands for, you showed that you are the expert in your niche through relevant content, and you kept your audience engaged via content over a period of time.
Now is the time to convert readers into customers. Do this by offering a great amount of value for a deep discount (cost: $1-$25). This so-called ‘trip wire’ will warm up your audience for larger purchases in the future.
People who opt-in and give their information should a significant level of trust. We are constantly bombarded with marketing information, offers and pop-ups. Value your leads. You already spent resources on acquiring the lead, now is the time to monetize.
What does it take to create a successful messaging app like WhatsApp?
Today’s arena is filled with smartphone users who get fully preoccupied with the online chat messaging apps like WhatsApp, Viber, WeChat and so on. Among them, all WhatsApp plays to be the leader where it has a user base of more than one billion. With each passing day, such instant messaging apps are watching an upward trend at a rapid pace.
According to a recent study, it is shown that during 2016 alone there were nearly 85 billion app downloads for both the Android and iOS platforms. This clearly shows us that the social media apps have influenced our lives deeply. Taking these chat apps as an inspiration, many developers have created their clones, where even some are available with some advanced features such as BlaberChat – WhatsApp clone script.
Popular Social Messaging apps:
We are now in a time period of saying goodbye to the old SMS messaging methods and have wholeheartedly welcomed the mobile messaging apps that prominently offer us more and more security and easiness.
Here are some of the popular social messaging apps that have influenced our life greatly:
WhatsApp: A cross-platform messaging apps that allow users to share text, images, videos and now comes up with the option of free voice and video calls.
Facebook messenger: This is also one of the trendiest messaging apps in which you can chat with your Facebook contacts.
Snapchat: A photo sharing app that became very popular among the teenagers for sharing multimedia messages known as “snaps” that are normally photos or short videos which can include effects, text captions.
Apart from these, the other include WeChat, Viber, Google Hangouts, HeyTell and much more.
What do you want from your App?
It must be kept in mind that developing an app is really a critical task which cannot be started without any clear vision. Without knowing what you want your app to do, starting the development of your app will be vain. Take a close look of some of the competitor’s apps similar to your idea and note down the features that you also want to include in your creative apps. But always create your own apps that tend to stand out unique.
What makes a good Messaging app?
Instant messaging apps are rising up day-by-day so in order to compete along with them then your messaging app must have all the key aspects that may be overlooked by the users. Your instant messaging app must have all the primary key features like
– voice and video calls
– social media integration
– push notifications
– location tracking
– high security
– group chats
Implementing Unique Idea
Creating an app like WhatsApp isn’t unique, but it would stand out from its former if it has been crafted up with few unique features. Users always go for what seems to be standing out from the others. Here let’s see an example of such a WhatsApp clone script- BlaberChat, designed with few unique features.
This WhatsApp clone is fully encrypted with the features of that of WhatsApp in a specialized manner where it assists its users to chat uninterruptedly. Its exceptional features include enabling the user to synchronize their Facebook profile pic during login, instant media files sharing allowing users to share images, video and audio clippings each of up to a size of 50MB and adding up to 1000 members in for a group chat.
In-house or Outsource it?
If you have the technical teams with app development skill sets then you can preferably try for in-house development but there are cases where even it might backfire. On the other side, outsourcing seems to be a better option wherein it allows you to find the expertise for a defined period of time.
So instead of wasting your whole time in the development for an instant messaging app like WhatsApp, you can choose the WhatsApp clone scripts that are now readily available in the market and launch your own app within a limited time.
So you built a great app, but you are not getting as many downloads as you expected. This is of course a valid reason for re-thinking your approach to marketing and delivering a product to the market.
In today’s article, we will look at 3 possible reasons why you are not getting enough downloads. Not meeting your goals and key metrics will have a significant impact on your revenue and popularity of your brand as a whole, therefore it’s essential to reconsider what is not working and why.
Before we dive in, it’s important to note that the sheer amount of apps added to app stores on a daily basis is pretty astonishing. On average, there is close to 2, 000 apps added to the app store on a daily basis.
As this research from Statista shows, the Android users can choose from more than 2.2 million apps, closely followed by the Apple App Store with around 2 million apps.
Regardless of what market you operate in, it’s extremely likely that your app is not entirely unique, and someone is competing with you on some level.
If this is not the case, you need to figure out how to point people to your unique app and educate them on the value you provide. Either way, these tasks are not easy.
Apart from looking at the volume of competition, there are other reasons why you are not getting as many app downloads as you expected. It’s very likely you neglected some of these vital aspects:
Get instant access to great sales and marketing content.
From generating app development leads to increasing app downloads.
1. You are not getting enough app downloads because your app is not good enough
Before you disregard this option, pause for a second and think about it. Is your app truly delivering a tremendous amount of value to your ideal customer?
There is the possibility that your app is not acquiring as many users as you want simply because it’s not good enough. This is the case for an overwhelming majority of apps. The creators simply fail to correctly identify the needs of their audience, and hence don’t create a solution suitable for their ideal customers.
How to do market research for your app idea
Determine who will use your app
Great! So you have an idea for an app. Although simply determining who will use your app sounds very basic, it’s important. You need to very clearly identify the most rudimental segment of the population who you aim to target. It would be impossible without this step to continue further.
How broad or niche do you want to go?
The next step you need to take it to identify how niche, how deep do you want to dig into your segment. Going deep into your niche can mean a variety of things. You will essentially target a specific group of people based on a common characteristic that will want to download your app.
If you are wondering whether this will limit your audience size, it will, but that’s not necessarily a bad thing. While you decrease the number of people you target, you also decrease the competition. More importantly, you are decreasing the number of unqualified potential users you’d normally target.
A large group of people is likely to have very varied interests, needs, and desirable outcomes. However, if you decide to target a smaller audience, you are likely to offer value and solution to more specific problems.
Identify trends more app downloads
You need to have a general idea of the current situation. In your market, in niches impacting you, but also in the world as a whole. Many aspects of the global economy are tightly interlinked, so keeping on top of trends is essential for competing.
Identify App Store trends
Your research and attempts to understand what is going on should start in the App Charts section of your App Store. App Charts are specific to your geographical location, however, it can be changed. Because this section changes relatively frequently, you want to regularly monitor this to keep on top of trends.
Next, you want to access the following sections and analyse what apps are performing the best:
Top grossing chart
Top paid chart
And of course, top free chart
It’s quite likely that you’ll see the same apps claiming the top spots for a significant amount of time. Try to search for app that has similar functionality as yours in this charts.
Identify trends outside the App Store
Apart from the App Store, you can also monitor what’s popular on the social media. Being present and active will help you to quickly identify what is popular. Given that the majority of segments of the population use some type of social media, you are very likely to tune in and gain valuable insight.
The second source of trends for your app’s features are platforms and groups where your audience hangs out online. These could be various niche specific forums or Reddit or Quora.
Next, Google Trends will allow you to identify long-term trends in popularity of topics, indexed by the search frequency. You can see what matters to people now, how it compares to historic data, and make educated guesses where will the trend go in the future.
You could do this for instance, and compare if people are more interesting in yoga (a very famous exercise in the western world for decades) or crossfit (a relatively new sport taken on primarily by the younger audience)
Lastly, you should think about taking advantage of the larger, geopolitical and societal shifts. Combining various smaller segments can niche down your audience even further, but it will guarantee smaller competition and a very targeted set of features your app can offer.
For instance, think about the changes in society due to crises, influx of new cultures, statuses gained of various minorities in the world and so on.
Conduct a competitor analysis
Another step in your market research is competitor analysis. Firstly, you need to look at the features your competitors offer and how they compare to yours. There is a variety of techniques to visually map the execution of their features in order to find gaps and room for improvement and developing a superior solution application.
You want to look at their solution and ideally use it too. But don’t rely only on your opinion. Use data from other users to gain understanding of what is important to them and what isn’t. Aggregate app users’ reviews and do a content analysis to find out patterns in satisfaction and dissatisfaction.
If you are interested in how to do this, we described this process in our article about developing viral applications.
2. You didn’t create enough buzz around your app
An effective pre-launch strategy for your app will help you to gain traction from the start. The first few users are essential for creating a positive upward spiral that can last for a considerable amount of time, especially if you optimized your app for sharing.
However, if you didn’t spend enough time creating and executing your pre-launch strategy, the day of your launch was likely to be just OK at best, followed by a progressively lesser amount of downloads.
Aspects of an effective pre-launch app strategy
You need a strong, congruent message
Pre-launch is all about priming your launch. It’s about getting people excited about what you created. As we go through the pre-launch strategies, you will see that you will strive to occupy many communication channels.
Because of this, it’s important to have a strong, unifying and congruent message across all platforms. Your message of what you intend to deliver needs to be aligned across all touch points with your brand. The most common example of this is McDonald’s.
As you go to different McDonald’s, you know what to expect. Their message is the same, their values don’t change, and you know what to expect when you hear about them on their website, social media or the information in their store.
For more app downloads you too need to have a well-crafted message, matched to your audience, delivered consistently.
It’s never too early to start building a brand
Essentially, how you position your brand should define a lot of your subsequent activity. It is the core of your business, where everything else will be aligned in accordance. It’s very likely that you won’t be very enthusiastic to start writing down what your brand behind the app stands for, what values it holds and other (important) brand exercises.
However, make sure that you start building an identity around your brand and app. One of the best ways to communicate your brand essence, and what you stand for in terms of service, quality and professionalism is producing high-quality content about your app. Having a blog prior to launch will highlight your expertise and attract potential users.
App Marketing Services: Brand Building
We offer pre and post-launch marketing strategies to build your brand value
Once you attract people to your site through blogging, use this traffic and collect emails and other information from your visitors. Email lists hold an enormous value when leads are nurtured properly.
You can use landing pages and compelling calls to action to collect emails from potential app users, in exchange for a piece of content or premium features of your application. Using email lists as a way to finally announce the ‘big news’ about your aunch consistently leads to more app downloads.
Be active on social media
Social media channels present a very effective way to stay in touch with your audience. As you build your brand and nurture your leads, keep sharing information about your app. Priming people to having your app before it goes live will build up the anticipation. While you can use social media channels for ads to get more downloads, nurturing prior to launch is also extremely important.
Being active on social media will also allow you to test the most effective channels for your audience. This information will become even more important once you go live. You will be able to optimize the most effective channels for more app downloads.
Sneak peeks and teasers
Sneak peeks are great for creating hype. A great way to do this by publishing screenshots with explanations of functionalities your app will offer. This will show your audience what is waiting for them once they download your app. Emphasizing the value you receive, and highlighting how it’s solving your problem will make people excited about the solution.
You can also include behind the scenes sneak peeks to how your launch is coming along. This will build trust with your audience and provide an additional layer of transparency and genuineness to your brand.
3x your expected PR and media outreach
If you thought that writing just a few press releases and then hoping for the best will get your more app downloads, you are wrong. Many people don’t give PR the attention it deserves. You should focus on high-quality press releases distributed far and wide to as many relevant distribution channels.
There is a number of great free press release distribution services that will create buzz around your brand and lead to more downloads. Namely:
You should also tap into other places and publications relevant to your app. When writing a press release, you should have a firm understanding of what to write and how to get more downloads for your app out of it. The best practices for writing a press release are:
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3. You didn’t spend enough time optimizing your App Store
Good news, you launched your app! You are generating traffic to your App Store, but people are not downloading! One of the main reasons can be that your App Store is not optimized. This is when app store optimization comes into play.
Similarly to search engine optimization (SEO), ASO deals with understanding of the algorithms of App Store. There is a variety of elements you need to take into consideration. Here are the main elements you need to optimize to ensure that people will download your app, and not simply leave.
If you are wondering how to get more app downloads, you need to optimize the following:
Your app ratings
Luckily, we created a checklist which allows you to go step-by-step through each section to check whether you optimized your store according to the latest ASO practices.
Get The Ultimate App Store Optimization Checklist now for Free
We went over 3 main reasons why the majority of apps are not getting enough downloads. If nothing else, this article showed that having a popular and useful app starts with research, and that it’s a continous process.
Here we showed mostly apsects that need to be taken care of prior to launching, but there are other post-launch strategies you need to keep working at.
Hopefully, you were able to go through this information and realize where you can improve. If you want to receive content like this in the future, make sure to sign up to our blog
We consistently see one repeating scenario when it comes to generating app development and b2b leads in general:
You have a great and experienced team, but generating more leads and closing more clients is increasingly harder. You are great at building well-functioning things, but you are not great at marketing your skills.
So how do you solve this problem? There are several b2b techniques you can try to implement for generating more leads for your business. In our last article, we discussed how you can use referrals for more clients.
Let’s look at a study about the effectiveness of b2b marketing channels from MarketingCharts. We see that email marketing is clearly the most preferred lead generation strategy.
The reason for email being the preferred channel is not accidental. We are aware of the unique mix of inbound and outbound techniques an effective email campaign can include.
However, the reality is that many marketers shy away from cold email. Why? It’s caused by the sophisticated inbound marketing strategies that don’t force people to buy from you, but instead, they rely on your ability to attract people by the content you share. Sounds nicer than bombarding them with emails, right?
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While inbound marketing is a great strategy for generating app development clients, and it’s something we do here at App Marketing Minds too, inbound is a long term strategy (and expensive). Do you need to get new clients to your business this month, or this week? Outbound email might be the right channel for you.
To clarify, outbound emailing is not referring to spamming thousands of businesses. Firstly, there are regulations preventing email spam in pretty much every country.
Instead, we’ll show you how to reach out to relevant businesses through a personalized email, offering genuine value to their business.
You might ask, how can I offer value through a cold email? Cold emails are annoying!
You will give value to your recipients through the offer of your product and service. Based on your research, you will see who is suitable for your offer and who is not. This way, you will reach out only to people who will genuinely benefit from your services.
So why should you try outbound email marketing?
Emails are scalable
You can continuously analyze and iterate
Emails can bypass the gatekeeper
In this post, we’ll look at the following ways to generate app development clients using email:
How to segment your target audience
Email copy optimization
Automating lead generation
1. Your audience of prospects for app development needs to be carefully segmented
It goes without saying that like with any marketing strategy, you need to know who you want to target. Putting the right offer in front of the right audience at the right time is the difference between a successful and a failed campaign.
Proper segmentation will allow you to niche down to your audience that provides the most return on your investment. You will also a the chance to A/B test different segments and see who is likes different kinds of offers the most. Knowing what segments drive your sales will allow you to scale your marketing efforts in the most profitable direction.
So how do you segment? You should have two processes for segmenting your potential clients.
Firstly, consider the following:
who are your current clients?
from what industries or verticals do your clients come?
what industries need apps now and in the future?
what current client segment is giving you the best ROI?
where is likely to be a big shift in demand for mobile apps? Example: Studies show that retail customers are highly dissatisfied with mobile websites, and that retail apps can convert up to three times more. This clearly shows a new trend where app development clients can be found.
Secondly, you want to focus on a specific segment within that group of businesses. You can niche down based on:
Geography – focusing on one area and winning key app development projects will allow you to leverage social proof
Lastly, you need to determine who to contact in the organization. Who has the power to make decisions about long-term projects, or who has access to people in a position to make decisions? The type of person that will be contacted by you will depend on the business and industry you want to target. But broadly, here are some ideas…
Who to contact?
The decision maker. This is the person that is directly responsible for making decisions about the project you want to propose
Someone above the decision maker. Especially in larger organizations, the CEOs might not have time to deal with you, so they will simply forward your message down to the appropriate person
Gatekeeper. You are most likely to find a gatekeeper’s email address. This is the person that has access to the decision maker.
Anyone in the company. These emails, usually sent at scale with little personalization don’t tend to work too well. Businesses receive a couple of these random emails per day, and are often deleted straight away.
You will spend time and money to segment your market, write email copy, and find the appropriate person to contact. Given all this, the last thing you want is for your email to go directly to trash and lose a possible client for app development.
Hence, you need to optimize your email copy.
2. Optimize copy
There is a lot of content about cold email out there on the internet. Some of it is excellent material, but a lot of the guides seem to go for a quick and easy ‘win’ with their audience. Marketers looking for information (and people in general) want quick answers to their questions, and even quicker fixes to their problems.
They want solutions, and they want them now. Hence, a lot of the content about email makes two huge mistakes.
Not enough information about subject lines
How to create great subject lines to win more clients
If you really want to generate more leads for your app development business, you need to have your subject lines optimized. It’s simple. If your subject line is suboptimal, your email copy, research about each prospect, call to action, offer, the resources attached and even your website are completely irrelevant! The recipient simply won’t open your email if the subject line is not enticing enough.
From our outbound campaigns and from testing hundreds of different subject lines, here are the underlying factors of success that you need to do:
Personalize subject lines. If possible, include prospect’s name, organization and something specific about them.
Use questions. Intriguing questions will make the reader keen to find out more. Make sure the question is something your reader would want to know. If the question is irrelevant, you’ll fail.
Frontload benefits. If you target a segment of potential clients where the need for your app development solution is vital, stating the main benefits up-front in the subject line can work much better
Intrigue. Similarly to a question, make them want to know more. Common statements and variations of this can be: ‘we included you in our report’ or ‘this is what we found about [company name], ‘are you still making this mistake?’
Creating outreach emails for app development leads
The ubiquitous amount of email templates you can find literally anywhere online are a good start. But never use the exact email template you find. Your emails must be unique and specific to your audience and offer.
Similarly to subject lines, all your previous efforts can fall just because of a bad email copy. Taking necessary time and testing is therefore absolutely necessary.
Here are the best practices for an effective email:
Personalize. Once again, include the person’s name, their company and information about them too
Get to the point. Nobody wants to read long emails! Let alone from someone they don’t know. The person reading your emails is most likely aware that you want to sell them something down the line. And people hate being sold to.
Keep it relatively short. Ideally, 3 short paragraphs of about 2-3 sentences each. Depending on how you approach it, you still need to communicate enough value so they reply. However, you should test the length.
Clear and simple call to action. There must be a very simple question (or statement) regarding next steps. You must keep it very simple and straightforward. Include date, time and how you want to contact them.
Social proof. Did you conclude a project with someone relevant to them, such as their competitor or someone well-known in the industry? Tell them briefly about the project and the end result benefits.
Keep the next step extremely simple. Forget about calendar scheduling tools. Your prospect’s answer or the next step should be a very simple YES or NO. The more complicated the process will be, the more likely it is they won’t do it, or even acknowledge that they read your email. Your potential app development clients don’t know you and they haven’t receive any value from you yet. Why should they invest too much of their time into something you want to tell them.
The 2 biggest mistakes that are costing you more projects
Now, probably the biggest mistake with outbound emails we see is selling your app development services in the first email. This is a grave mistake. Closing and carrying out an app development project is not an easy and short process, and it’s very unlikely the prospect was thinking about building an app in the first place.
Because of this, you can’t sell your services straight off the bat. Instead, sell the next step.
This is tied to the second mistake we see. You need to make a statement of low commitment. The person reading the email doesn’t know you, and is not sure what to expect. Because of this, make sure to explicitly say that they don’t need to worry. You can include statements such ‘to see if there is a potential fit between us’.
This clearly communicates that they don’t need to worry about some sales person trying to make them sign a contract on the next call.
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3. Automating the process
The greatest advantage of using emails is the ability to scale for a mere fraction in comparison to other outbound techniques. What’s even better, outbound emailing tools are progressively more sophisticated.
The outbound process can be automated by using both, manual research and automation tools together. These are the steps in of the whole outbound process:
Prospecting – finding the right people to reach out to
Research – finding key information about the prospect, their company or industry news to use in the email
Outreach – sending first and follow up emails
Sales-hand off – a sales rep will respond to any questions via email or attend to the next steps described in the email
After you clearly selected who you want to target, you need to find your prospects. There is a variety of outbound prospecting strategies that allow you to find people based on their position, company size and so on. Try the following and test what gives you the best results:
Comprehensive lead generation tools such as leadspace
Tools for digging up information about a specific individual, such rocketreach
Or tools for sourcing prospects directly from the largest database of business individuals, such as salesloft
Creating a well researched and personalized copy is going to boost your conversions. You will show that you are not simply spamming millions of people. Again, you will personalize it depending on the industry, but you might focus on aspects that would make them interested in your app development solutions.
You should dig out the information about the person, such as:
Their role and tasks they carry out
Their blog posts
Their media appearances
You need to find information about their organization too. For instance, the company news, media mentions and so on. Given that this information is crucial for your campaign, make sure to follow their social media channels, monitor their website or blog for relevant information, or simply do a Google search about their company.
Storing information about each prospect can be simply carried out in Excel or Google sheets. The next section will cover how to plug this information into an emailing platform, but for now, this is a great way to store information about potential clients for app development.
Next, after you conducted research, you can also input the extra information you research to the sheet. Now it’s important to understand how will your emails be drafted.
You want to input the extra information in a way it will appear in a sentence of the actual email. For instance, the email will read:
Hi [FIRST NAME],
I really enjoyed your latest blog post about [CUSTOM INFORMATION GOES HERE].
As you see from the example, the information we put into excel must naturally flow into the sentence and not create any errors with the sentence’s syntax. So let’s imagine we want to mention a post about how to create viral loops. The sentence in the email can read: about ‘how to create viral applications’.
The information would be in the same way entered into the sheet
Keep gathering data
If they respond to your email, keep on top of the news about their organization by creating Google Alerts. Think about how the information will help you to close an app development deal with the prospect. Setting up alerts is extremely simple and will allow you to use data in your favour when it comes to creating proposals and closing the deal.
Creating Google Alerts is easy, you simply enter the phrase you want to monitor on the web, and receive notifications when new information appears.
The next step is to send out the emails. Again there are many tools that can do this for you. Such as:
You can find many similar tools, they will differ in functionality and price. However, the process described above is a basic feature all decent outbound emailing tools will have.
You will be able to seamlessly integrate your own database of leads and information with these tools, so each email will appear as if it was sent to one individual, after a thorough research. The tools mentioned above will also allow you to create follow up sequences.
The outbound emailing tools will allow you to match the data from your cells with their email templates. So each prospect will receive an email with their name, organization and the information you researched.
Lastly, don’t leave any money on the table. This is why you need to follow up!
Follow-ups are extremely important, so make sure you do remind people that you emailed them. Again, do this intelligently with personalization, and testing the copy. Lastly, while checking up on your email is great for sales, don’t over do it. Remember that they didn’t opt-in for your mailing list, so space out follow-upw up emails and follow up to 3 times in the next 10-14 days after the first email.
Great, your potential client has responded and now it’s time to work towards your end goal. Set-up the reply address to be of people in charge of handling sales, and deliver on your promise explained in the email.
Remember to reply and follow up with them as soon as they show interest. Replying to b2b leads within the first hour can actually increase your conversion 7-times.
Lastly, plug your prospects into your CRM and start the lead nurturing process. Educate them about your services and app development, and how will your solution help their business.
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Sometimes the pipeline of hot leads dries up, even for very skilled developers. Because of this, having a process in place that will keep new leads coming in is vital, for survival and growth of your business.
Generating interest in this increasingly competitive industry is not easy, therefore feel free to reach out to us about any sales or marketing questions.
Do you have anything to add to this post? We’d love to hear from you. Let us know your thoughts in the comment section below!
At the very basic level, let’s try to reverse engineer how a successful app development agency can thrive and grow.
The end point is closing the contract. Before that, there was a proposal and consultation calls. However, none of these would be possible without leads in the first place.
Businesses need high-quality leads, preferably also at high quantities. I assume you as professional know this.
Research shows that 68% of b2bmarketers still struggle with lead generation. And this is particularly the case for small app development studios or new developers.
Today we’ll consider a very effective strategy that will help you to get more app development leads.
This is one of those blogs where you really want to pay attention.
Because closing more app development deals is essential for the survival and growth of your business.
How to generate app development leads through referrals
It’s very likely that you heard about referrals before. The ubiquitous use of referrals as a traffic source can be quite annoying, especially if you are new.
Many perceive this advice as useless because it often falls into the category of ”ask your friends and family”. If you happen to have a new Amazon store, then sure, asking friends and family for few discounted purchases and reviews to kick-off things is good.
But realistically, asking your friend or family if they want to have an app developed for them is pretty far stretched. Especially if you aim to charge adequate prices and create a quality app with the potential to go viral.
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We’ll demystify referrals as a traffic source by providing you with a quite simple strategy. Marketers don’t tend to fail their campaigns because of their lack of information. On the contrary, we have too much information. Marketing fails due to the lack of effective execution.
You need to start using referrals. Andthis study shows why:
Referred customers have higher lifetime value
Referrals close faster
Referrals have higher conversion rate
Asking for app development referrals
The first step in this simple strategy is to overcome your fears of asking. You probably know that you should ask your past clients for referrals. But you never reached out to them to close more leads for app development.
Ask yourself why this is the case, when leads are essential for growth.
Some people simply don’t like to ask, be rude or simply it’s not their way of doing ”things”. This mindset is, to say the least, not ideal for growing your business.
The 3 things to do in order to overcome the fear of asking for referrals:
– understand that referrals are a genuine source of leads used by the majority of businesses
– you need more projects to survive, let alone grow
– automating and optimizing this process will make it predictable and less ‘scary’
The preferred way of asking for referrals should be via email. Unless you are very skilled at handling phone calls and insist on calling, emails can be optimized and tested for future success.
When it comes to the actual email, remember the following:
1) Be direct. The truth is that people are busy. And nobody has time, nor they want to make time to read long-winded emails. Especially if it’s not about them. Be direct and express what you want, in a tactful way.
2) Be personal. Personalized subject lines and email copy always outperforms generic email content. Make sure you address the recipient directly.
3) Be specific. You should be specific in 2 things. Firstly, you should shortly allude to their experiences with you and how great everything turned out for them. Secondly, be specific in the great solution you provided for them and others, and ask whether they know someone who has a specific set of problems that you can directly address. This can be based on the verticals or other market segments you focus on.
4) Don’t make it complicated. Remember you are asking them for something. The easier way to do it should be just contacting you via email with the basic information of your potential new project.
5) Offer incentives. As always the What’s In It For ME (WIIFM) rule applies. It’s true that are more likely to send a potential client your way if they were happy with your solution. But this is not always the case. Work out a sensible commission fee to act as an incentive for them to refer you a new client. People are driven by financial incentives, and if you do close a new app development client from their referral, everyone will be happy. Depending on your margins you can offer a fixed fee or percentage of the project value. This comes down to how much time and money would you normally spend for attracting new leads.
Last words of advice
Depending on your culture and the way you nurtured your clients before, during and after the project will influence your interactions.
There isn’t a ‘winning’ template for generating app leads via email referrals. But all successful outreaches follow the principles we outlined above.
Referrals are incredibly important and effective for generating new business. This is particularly true if you are stuck generating leads through other sources.
The aforementioned study also showed that despite the effectiveness of referrals, only 30% of businesses have a set process.
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Don’t be one of them. Follow the process described and reach out for more business. Close more projects by leveraging your great work and relationships you built. Savvy entrepreneurs are likely to have wide networks of connections who will want your solution.
Like with any strategy, you need to work and optimize your outreach. From emails to negotiating terms. However, the proof is in the pudding.
Businesses using referrals grow faster by 11%, so persistence, strategy and great quality of work is the key. Have you used referrals to grow your app development agency? Comment below, we’d love to hear!
A brief reminder why online reviews matter, well…to everyone
Imagine this for a second. Your audience is growing day by day without much effort from your side. In fact, your new customers are happily throwing money at you! Why?
They did some research and came to a conclusion that your business is the best place for spending their money for what they need. What’s even better, is that other people told them, and not you. Your customers basically did the marketing for you.
I know this sounds a little exaggerated and I hear you say ‘impossible!’. It’s not that easy I admit. But the good news is that this can happen and it certainly is happening to many businesses around you. One thing these successful companies have in common is the decision to take control of their online reputation. One of the most effective ways to achieve this is through reviews.
The fact is that reviews have never been more important. If you thought that referrals or any other techniques for growing your business reputation and sales is enough, you are wrong And I’ll show you why.
As you see, the ecommerce market is not big, it’s huge.
Given the trend, we can expect another massive increase in worldwide ecommerce spending.
Considering the sheer amount of businesses falling to the ecommerce market, and also those who don’t sell but advertise their products online, you are up against millions of stores.
So that’s the competition. Now, let’s consider some quick facts and figures about reviews. Depending on your stand on reviews, you can see the following information as an opportunity or as something very troubling.
Firstly, 65% of shoppers go to review platforms before purchase, and 90% of people trust online reviews just as much as word-of-mouth recommendations.
Therefore a considerable amount of potential customers will trust what they see online. Now the good news.
92% of businesses say reviews help them to convince customers to trust them and 94% business owners say reviews helped them to convert more visitors to customers. What the latter data suggests, is that the polled customers actually act on their beliefs. Online reviews do influence customer behaviour in a major way. Hence, it’s important to collect and market good reviews and limit negative reviews…on repeat.
Quantifying ‘good reviews’ with purchasing, 80% of consumers would try a business that had a rating of 4 stars or more. Additionally, the well-known Harvard Business School study showed that only one star increase in Yelp rating resulted in 5-9% increase in revenue.
To sum up, the evidence above clearly shows that there is and will be an increase in online shopping and that people place more and more importance on online reviews. Lastly, not only do customers say they value reviews, businesses also manage to convert more prospects into customers because of them.
1. Learn how to collect reviews from different sources
Claim your listings first
Before we begin, it’s important that you are set-up on all major and niche-specific platforms. If not, you should do it as soon as possible. Claiming listing is a major aspect of an online reputation strategy and subsequent collection of online reviews. If you are not sure what the niche sites are, have a look at your customer avatar and determine where they look before buying. Do you know where they venture online? Secondly, just perform simple Google search for ‘your industry’ + ‘reviews’. You should soon realize what those sites are. Next, ensure you set-up a listing on all major platforms. There is an abundance of lists online that include majority of them – again, a simple Google search will be enough. Lastly, you can also search for your competitors’ reviews and set-up listings on platforms they are.
Many businesses struggle with this point. How to encourage customer engagement without boring or annoying them?
Deciding on the right medium will be specific to your business, customers, and industry. All 3 aspects should be aligned to maximize conversion rates (for leaving a review), and eventually to serve its purpose, i.e. being marketable, discoverable, attracting more customer and driving conversions (sales).
You can engage in ‘active’ gathering, where you include a clear call to action You simply ask or tell your customers to leave a review. On the other hand, more covert and ‘passive’ way can be achieved through the design of your online and offline assets. Lead your customers to the desired action through their experience with the brand.
Here are the major sources and ways for collecting reviews.
Over the phone
Perhaps a less common way of collecting reviews, however, some high touch or price products or services can find this approach useful.
Collecting reviews this way may happen spontaneously, for instance during an update call with a client. You can alternatively ask if their input can be used for marketing purposes (preferably if they have something positive to say).
Another way is an invitation for a phone call with this purpose in mind, inviting them for a product or experience interview.
You can do the following and send:
Automated emails directly after purchase
Automated ‘drip campaigns’ – here you send a sequence of emails asking for feedback
One-off email to your list
Personal email to your most engaged customers
Include badge in emails signatures, such as ‘you can find us on Yelp’, or just use a hyperlinked logo of a review site pointing there
Via customer service correspondence
On your website
Review page displaying all reviews can prompt new customers to leave their feedback
Include a badge on your website
Include a ‘review us’ type of button
On other websites or platforms
General or local directories such as Yelp, Booking.com, Angie’s list
Sector specific directories, such as bestplumber.com for contractors
Through interaction with your audience on social media
Various ways will allow you to capture video testimonials or reviews
Customers do it: customers can do it themselves using camera, webcam, phone, skype
You do it: ideally, if they are in your geographical proximity, you can visit the client at their premises and record them
Collecting voice mails as testimonials or reviews can be done similarly to how many businesses encourage customer engagement and feedback. For instance, Chris Lema ditched the chat support for voicemail on his homepage.
Include CTA on offline products, or branding material
QR codes – sure, this is not a fully offline strategy because the actual feedback is received online… But QR codes are a great tool for driving offline traffic to desired online destination
Offline feedback forms – in many customer-facing industries such as in the culinary or hospitality industries, the majority of the great comments are told in real life in the premises. Many businesses are unfortunately unable to capture these and capitalize on them. One great way to fix this issue are feedback form. A ‘form’ does not need to be a large A4 page, but simply a small card with questions and a room for own comments. Don’t forget to also collect their personal details. These customers are not only happy with your business, but they also spend their time to give you feedback. Utilize this engagement and provide them extra free value.
Stickers – similarly to badges that you can add to emails or websites, these marketing assets can be displayed on:
Stationary for customer
Gifts for customers
Whether you ask directly or if you generate customer engagement another way, both ways are effective. However, both approaches have different problems associated with their execution.
It’s preferable to create a culture where customers feel positively about your products, and where they enthusiastic to leave feedback. How to achieve this? Always over-deliver on the value you promised. Always. Once this is established, encouragement with clear call-to-action is optimal.
Human psychology is powerful, and a concept called altruistic reciprocity will entice customers who received more than expected to give you something in return. This can be their contact information, money, or a good review.
2. Learnhow to market your good reviews
As we enter the next major section of this article, it’s important to note that the amount of customer reviews tends to be important. But in some cases, businesses with fewer reviews outperform those with many.
The successful brands know how to let their prospects know about their reputation. So let’s consider how we can market reviews to your relevant audience. These are the ways to do it:
What social media to include? Well, all those on which you have a presence. Your social media followers like your brand, or the content you share. It’s important to deliver value, but also to show how valuable you are. You might not be active on all social media, but from the pure Online Reputation standpoint, the majority of well-known social media platforms should be claimed and covered. Social media just like other online channels are also a good way of turning regular feedback into online reviews. The major platforms that should be covered for marketing reviews are:
In this case, automation is absolutely crucial for efficiency, especially if you experience a high volume of feedback. Prioritize social media channels that drive the best ROI from your marketing.
Newsletters are another great way for keeping your current customers engaged. This way, you can demonstrate value and confirm to them that they made a good decision by becoming your customer. Good reviews in newsletters can contribute to higher customer retention and smaller buyer’s remorse.
There is no point in sending reviews one-by-one. Preferably, compile them from a certain time frame and include them in a monthly newsletter with your other business updates. Use the positive feedback to support your customer retention strategy and to complement your newsletter content.
Add data from your review campaign into press releases. In some cases you can use specific reviews, data on volume of reviews or the overall sentiment. However, make sure that it is relevant to the point you are trying to make, and include it only if it’s appropriate in the given context.
The majority of businesses use reviews as testimonials to support their sales copy. Be it on the website’s homepage or a specific landing page. This marketing strategy is very effective.
Marketers and copywriters understand the power of social proof – a heuristic reasoning where we cometo a conclusion based on a mental shortcut. Reviews in addition to a compelling story tend to consistently improve conversion rates. So make sure to use reviews in your marketing campaigns or product landing pages, or use them to directly compare yourself against the competition in email campaigns.
Offline businesses in industries such as the culinary or hospitality industry have been using this technique for a long time. Naturally, they serve their customers mainly offline and that’s where the eyeballs are. You can include reviews or ratings on:
Having a page dedicated to reviews is a great way to market the quality of your business. Doing so will also help your SEO and might attract more traffic looking for reviews on specific products.
Continuing from point 6, there are several ways of making sure that your review page will get discovered by as many people as possible. Here are some basic SEO techniques you can use to accomplish this.
Internal linking structure
The way your internal pages are interlinked determines their ‘link juice’ flow, and how discoverable they will be. By both the search engines but also by the visitors. If many links point to a review page, the crawlers will pick up on this, and your visitors are more likely to visit the page.
Another way of adding SEO value to your review page is by creating high-quality relevant backlinks pointing to it.
Use top navigation
Lastly, if you want to make the review page event more easily discoverable to the visitors, you can include it in the top navigation and guide your customers directly to it from your home page.
Techniques for increasing review conversions
The points above showed you why reviews matter, what types of reviews there are, from where and how we can source them, and how to market them. Next, let’s get into some additional tactics for higher conversion.
Trials and prototypes
Trials are great for reviews. A certain percentage of your customers will be very enthusiastic about trying a new product, service or a new variation of your existing products. The whole idea behind testing is that you get data at the end. If this feedback is good, use it as a review. People love novelty and the feeling of being important or making a change. Give them this chance by asking them for a prototype feedback.
Everyone loves a freebie. Giving away products in exchange for reviews is a common tactic especially for start-ups. But it’s important to not confuse a freebie with bribing.
Another tactic is ‘borrowing’ reviewers from your competition. Many review platforms and directories list basic contact information of the reviewers. Reach out to them and invite them to try your product. At a regular price or as a freebie or a trial.
After one review ask for more
Ask to review additional products after leaving one review, or get in touch after certain time period.
Enter customers into a competition
This would involve offering an incentive such as the chance to win something for an exchange for their feedback. This is especially appropriate when you sell high ticket items.
Follow these 4 points for an effective review campaign
As we covered the basics or collecting, marketing and monitoring; now I will turn to some additional tips that will help you to understand what really works in building a reputation through reviews.
Nudging with incentives and bribing is not the same
A simple rule to remember: don’t bribe your customers for positive reviews. Offering an incentive is acceptable, however, directly offering something in return for a positive review is not. If you decide to do it, make sure you don’t overdo it. In this case, try to limit your review collection campaign to a certain percentage of customers or limit it by time.
The fact is that a certain group of your customers will do it regardless of the incentive. If the group is small or in fact, you don’t have a group like this at all, it’s an indicator of your business operations. Therefore increasing customer engagement, loyalty and product quality would be the appropriate course of action.
Additionally, I would completely limit any incentives geared towards reviews on Yelp. Directly from their website, Yelp puts it bluntly:
If they suspect you are asking for reviews; all the hard work collecting them will disappear.
Employ user-centric design
In this case, UI/UX come into play. The whole review collection process must be easy to follow and not time-consuming or confusing. This is the only way to increase conversion rates. Your customers do it for free (or should, see point 1), therefore any confusion about where to click next will make them leave very quickly.
The interaction with your website should be intuitive and every step along the way to leaving a review should be smooth and intuitive. Therefore encouraging feedback, whether overtly or covertly, must be conducted with the user in mind.
Find the right level of persistence
This point is quite nuanced. For example in terms of emails, what is healthy persistence and what is pushy persuasion? One can lead to valuable data which will bring your business to the next level, the other will make you seem desperate and you will annoy and alienate your customers. Because of this, you need to understand your industry, and especially your customer base.
Is there a frequent interaction between you and your customers? Do you provide them with free content or freebies often? Do they expect it?
These are some of the questions you should consider. However, I would stick with a very general rule of creating a three email sequence, where the time distance between each email is progressively increasing. For instance, send the second email after 2 days, and email three after 3-5 days.
Your relationship with the customers that gladly leave positive reviews for you should be cherished. You can reward them after leaving a review with discounts or additional content.
These customers are obviously glad about the value you provide, and this needs to be capitalized on. Firstly, you can turn them into brand ambassadors and reach out to them to increase the feedback engagement by asking them for a video review.
Secondly, these customers are likely to engage with your brand in the future. Most importantly, they are likely to exchange their money for your services. Therefore offering more than they expected through a freebie or a discount will only cement their beliefs in your brand.
Bonus: 3 ways to use online reviews to upsell existing products and drive more sales
So far we looked at the conversion process of customers into reviewers. As a bonus, this section will show you how to turn existing customers into repeat customers by using the power of social proof behind reviews. Why is this crucially important for your business? It’s simple… selling to existing customers is much cheaper!
Use reviews for other related products
This tactic is widely used by many eCommerce websites. Including reviews after check-out to upsell and complement purchased product is an effective way to keep customers in the funnel and entice them to a new purchase.
Customers that review a certain product do the hard work for you. Not only do they market the product to others, they also segment themselves into clear categories, usually based on their interest and their level of satisfaction. After reviewing a product, enter the customer into a follow-up series that offers an upsell. Create a sales copy focused on benefits and how the new products complements the existing one.
Create infographic with reviews
This is a creative strategy which can be implemented if direct upsell or segmentation fails. This is how it works: create an infographic based on a product and attribute a specific review to each component or a feature of the product.
Let’s imagine that you are selling a DIY set of decorative candles…
Create an infographic where one review points at e.g.
1, how easy it is to make a candle
2, how pleasantly the wax smells
3, how easy it is to clean up after
And so on. You can offer this infographic to existing customers to learn more about your products in a more vivid and creative way if your email campaigns fail to convert.
Reviews are extremely important, and with the data showing the current ecommerce trends and customers’ online behaviour, businesses need to account for reviews in their marketing strategy. We looked not only into online reviews, but also touched some interesting way to collect and show reviews offline.
The information I shared with you today should equip you with solid foundations for collecting reviews. Now you can start using them to turn visitors into customers, and customers into repeated customers.
What do you think about this guide? Did I leave anything out, or do you have something to add? Share and comment below!
Both elements are important, and we will focus on executing them with virality in mind.
Simply put, UI covers everything that falls in the human-machine interaction. Therefore everything that a user will interact with. UI involves all the menus and junctions that user goes through while interacting with the application.
Good UI will ensure that your users don’t abandon your app, and will be happy to use it. However, to proactively ensure that people will share your app intuitively and with ease, your UI needs to be really well thought through and executed.
So, why exactly is UI so extremely important?
Even from anecdotal evidence, it’s quite clear that the human attention span is decreasing. Do you also find it hard to focus only on one task? Given the amount of stimuli competing for our attention, no wonder we are easily distracted.
If you are a mobile user, this can range from music, in-app ads to incoming emails. But also messages from communication applications, music notification, and the list goes on…
In fact, research shows that our attention span decreased from12 seconds to 8 seconds because of technology. Given this statistic, bad UI can impact your users in a number of ways:
sub-optimal UI will increase attention to other stimuli and distractions
Nobody can say with certainty what will happen in the future, but the trend of diminishing attention span is likely to continue. Hence, it’s even more important to design applications that will be truly captivating. Through both, its features and design.
Designing UI with virality in mind
A great UI with its primary focus on virality will have a number of common underlying characteristics:
Optimized for sharing. Ensure that your users can easily share the app to their network. This will involve large salient sharing buttons, and clear call to action buttons.
Keep your app intuitive. The user flow or journey that will lead them to share your app needs to be intuitive, and the action of sharing must come ”naturally”.
All possible decisions must be kept to a minimum. Asking your users to make too many decisions is a proven conversions killer. Ensure that if you want your users to share the app, that they won’t need to do anything else at that given time.
High quality. The overall design and feel of your application needs to be of high quality, and congruent with the feel and nature of your brands.
Pick the right pricing model for your application
Whether people pay for your app, at what stage in their interaction and how much, will greatly impact its viral potential. The pricing model you choose can proactively influence the relative amount and the type of users your app will acquire.
If you want, however, to create a viral app, it’s worth paying emphasis on minimizing any barriers to using it.
What pricing models can you choose from?
1.Paid: Making your users pay for your app is a safe way to launch. This is especially the case if your idea is validated and you are confident that your app can deliver. Paid apps allow clear financial forecasting for minimising risk. This straightforward method of launching an app is however difficult to execute without a well established brand name. Secondly, your brand name and positioning need to be aligned with the selling price and marketing strategy to pull this off. However, putting up a financial barrier is really likely to decrease the speed of acquisition of new users.
2.Free: Not having to pay to use the application generally means significantly lower barriers of entry, and more users. Free applications generate their revenue from in-app advertising. So before deciding on this pricing model, determine what demographic will you be reaching and how lucrative is it to sell advertising space. Many developers who don’t execute their launch and marketing of a free app well enough can fail to meet their ROI benchmark.
The initial success can be perhaps deceiving. New research shows that in general after 30 days there is 90% drop in daily average users. Secondly, there is 95% drop in the next 90 days. The whole user base tends to diminish after few months. Given this data, low barriers for acquiring the app can possibly lead to even faster reduction of users if there wasn’t any financial investment.
3. Freemium. With this pricing model, the initial use of the app is free. However, the use of advanced or proprietary features is paid. In some ways, this pricing model has the benefits of a free app, and paid. The user acquisition tends to be faster due to the low initial commitment. If the features prove to be good enough, this pricing model allows monetization options via upgrades. One example of a viral app with this pricing structure is Candy Crush.
4.Paymium. People don’t discuss this pricing model very often. You purchase a paymium app upfront, with further paid features inside.
How to pick the best pricing model for your app
This article is outlining how to maximize the chances of your app going viral. Because of this, all other factors that would in other circumstances need to be addressed must be aligned to this sole purpose.
In case you missed our diagram of a viral loop which outlines the process of how apps go viral, here it is again:
The cycle of viral sharing naturally starts with the access to the app and its features, which then allow sharing.
Therefore your primary objective is clear. Allow access to your app and its features to as many people as possible (that are likely to share). Based on this line of logic, we need to minimize the barriers of entry so users see and interact with the app.
Considering the pricing models above, you can increase the chances of your app going viral with free or freemium pricing models. However, when applying the freemium pricing model, ensure that all the features and encouragement to share will be accessed before the first paywall.
Viral applications gain popularity because many relevant people gained access to it, and were willing to share it.
Therefore, ensure minimal barriers to entry by lowering the initial acquisition commitment. For many people, the main concern is money and value they will gain. And money is perhaps one of the biggest barriers of entry to.. almost anything.
Because of this, the best approach would be to select the free or fremium pricing model. You will ensure that enough people will see and interact with your app to share it, and start the viral loopcycle.
In terms of practicality, clear and intuitive UI is the solid foundation that will support and optimize sharing.
Did we leave anything out? Let us now in the comments section below!
Last but not least, what about the features? You need to solve a problem specific to your audience.
You might consider apps that have one or more of these aspects:
Let users experience personal connections by using the app – think about how Snapchat started
Create an emotional connection – users of all ages use Facebook because they can connect instantly connect with friends and family from all over the world
Very easy to use and understand – DropBox for example very easy and useful concept to grasp
Continuity element (e.g. game, next levels) – Candy Crush and other viral games (e.g. Angry Birds) did excellent job with the element of continuity
Understanding what your audience wants, and tying it with these aspects will allow you to create a great application. Yet, almost all developers still fail because they fail to create an emotional connection with their audience in addition to designing great features.
You might decide to go for a unique idea that nobody ever thought of before. This will, however, involve substantial idea validation, research, testing and iteration.
Alternatively, get a good understanding of the current market and the competitive landscape to design a better solution. One way to do so is through analyzing the app stores and looking at what people complain about.
To visualize the data, you can create a rating scale which will show the competitors, features their apps offer, and how well is each feature executed.
Depending on the nature of the application you want to develop, the rating can have multiple levels of quality execution, or it can be simply binary: YES feature and NO feature.
Let’s use an example with multiple rating levels.
Basic app features analysis
You can approach a very basic features analysis by performing content analysis, and convert qualitative data into quantitative data, since you will quantify people’s opinions.
In 3 steps:
X-axis: here you will plot the features
Y-axis: this axis will represent your rating scale (e.g. 0-8, 0-1)
You will plot the feature’s score for each competitor to get an idea of how is everyone performing.
In this example, we will use 0-8 rating, where 8 is a score for the best-executed feature, and 0 will be awarded if the feature is missing completely.
Let’s imagine that you want to analyze the competition in the Instagram photo editing niche. You’d start with reading the comments and conducting a content analysis. This will involve simply looking at different features and themes that emerge. The more research you do, the more reliable your data will be. Doing deep research will mean trust in your analysis, so take the time to really do this properly.
It seems that users complain mostly about rotation. You could, therefore, start plotting the data and come up with something like this:
Want to get a detailed competitive analysis done for you?
To break down and simplify ‘Viral loop’ as a concept, we can understand it as the continuous process of sharing and inviting people in your network, who will continue to share and invite people in their network.
As you can imagine, being able to design viral loop and establish this cycle can create powerful results.
If we visually depict a viral loop, it looks something like this:
Understand your metrics
Before setting out to create a viral loop, it’s vital that you understand all the necessary metrics.
We’ll need to calculate the viral coefficient. This number will reflect how many new customers is each current customer able to convert. The calculation for K (viral coefficient) is fairly simple, and will enable us to build a model of future growth. The formula is simply:
Number of invitations X conversion rate (%)
So let’s use an example to model how many customers we will have after the first cycle.
Remember, all we need is:
1) the number of customers who send out invitation
2) conversion rate
10 customers will send out 10 invitations each (100 in total). 20% of these invitations end up customers.
This will give us 2 new customers per each existing customer. Therefore 20 in total. If we add the new 20 customers to 10 existing, we’d have 30 customers at the end of the first cycle.
To continue building this model and having robust results, it’s important to consider sharing performed by the new customers in each new cycle, rather than calculating sharing of customers who shared in the previous cycle.
By building a simple model like this and testing with different conversion rates, you will quickly see the impact on your app’s growth.
However, remember that to achieve viral growth, the coefficient must be greater than 1.
Once you understand your numbers, you want to make sure your app’s features are optimized for sharing.
There is a number of ways to achieve this. Firstly, reduce the barriers to entry for using and sharing your app. Unnecessary opt-ins, too much commitment and sharing of information or bad UI is bound to reduce your sharing rates.
Secondly, accelerate your viral loop by designing your app with shorter sharing cycles. This will result in a greater amount of viral cycles in shorter period of time, and will therefore lead to more users acquired in the given timeframe.
Incentive to share
Lastly, let’s turn to the most important aspect in optimizing sharing – the incentives to share. As with anything, also in apps the WIIFM (what’s in it for me) rule applies.
Here is a list of techniques you can employ to encourage sharing.
Make your app go viral encouraging users to share….
Because of altruism – entice people to share it as a thank you for the features you offer
To receive extra features
3. And get a discount on the paid version
4. Because of altruistic referrals – you will perform a good deed if they share (such as donating to charity)
5. To receive discounts for other services/products in the industry (for example restaurants in you have an app listing restaurants)
6. To receive a badge, points, virtual currency (gamify sharing and offer perceived value) or other in-game value : Candy crush
7. To make a social statement
8. To receive pre-launch perks
9. For a chance to win something
10. To show support to a cause
Wrapping it up
In conclusion, creating a viral app is certainly not easy.
First of all, the fact is that many successful entrepreneurs fail with apps. Scoring with an app that really takes off and goes viral involves more than planning and designing a viral loop.
In part II we will look at other aspects of your app that will make people more than likely to share it with their network.
You can now watch our video about building a viral loop!