Mobile App Marketing

The biggest problem app developers face when launching their app is getting a high volume of users to sustain an income.

That’s why 68% of apps fall flat on their face.

In today’s app economy you have to be aggressive to win and that’s what we try to do at Zudu Mobile Apps Scotland.
The strategy is called User Acquisition. Or in simple terms: Buying users.

In a user acquisition campaign, we tap into a variety of different traffic sources (ad networks, etc.) to buy traffic and direct them into our app.

If you use apps you’ll be familiar with banner ads and full page ads that advertise other applications.

These are the result of a user acquisitions campaign through an ad network.

Buying traffic isn’t free though so it pays to be very smart with it.  The process can be broken down into 7 steps.


Define The Goals
1. Define The Goals

A goal within an app can also be referred to as an ‘event’. An event/goal is an action that you want the user to take, for example:

Buy an in-app purchase
Complete the registration process
Launch the app 6 times
Share it on Facebook

It can be whatever you want it to be!

The first thing you need to do is define what your goals are so that you can track them in the later steps.

Who is the User?
2. Who’s Your Perfect User?

Your perfect user can be defined as someone who completes the goals you set.

Targeting these types of users will complete more goals, more often and ultimately drive higher revenue. Just focus on these guys!

The ad networks aren’t set up to understand who your perfect user is. In fact, it’s not in their interest to let you know because they want you to spend more.

Targeting in on your perfect user is your job and the best ways to get loyal users are to:

Step A – Define the characteristics of your loyal user: country, device, operating system, etc.
Step B – Automate the tracking of these loyal user characteristics.
Step C – Identify the traffic sources that generated these loyal users.
Step D – Steer your ad spend toward these traffic sources.
Step E – Track all of your users’ interactions with your app.

See also: How To Create A User Persona

These are quick steps and we’ll go into more detail about these. Please keep reading…

Spray & Pray app marketing
3. Spray’n’Pray

Start advertising your app on a variety of ad networks.

I like to call this step the “Spray’n’Pray” because you’re essentially throwing your app out into a number of different ad networks and tracking which ones worked the best.

It’s important that the ad networks you advertise on are for mobile only.

There’s no point advertising on desktop browsers to people on laptops and desktop computers because they’re not likely to click through and download your app.

There are some sub-steps here so I’ll cover them off as well:

3.1  From the “Spray’n’Pray” you’ll need to track which of the traffic sources gave you the best users…not the most, but the best.

This is tricky because you need a software that can track multiple traffic sources as well as analyse the individual users which ones are completing the goals inside your application.

We wrote a post on the 10 Most Popular App Analytics Tools that’ll give you some great insights into some app analytics tools.

3.2  Using your chosen app analytics tool you’ll need to identify your perfect users’ characteristics and their average lifetime value.

This will help you identify how much you’re willing to spend per user.

3.3  It’s important that you try out a variety of traffic sources just to ensure that you’re getting the best bang-for-your-buck.

If you’re not spreading yourself out then you’re likely not getting the best possible value per user and you could be missing out on opportunities for identifying the best traffic sources.

It’s all about driving a high volume of users into your app at the lowest possible price.

Some great traffic sources to tap into are:

Mobile ad networks like Chartboost.
Incentive based download programs like Tapjoy, App-o-day.
Real-time bidding platforms like Mopub.

By dipping into a number of networks you’re also protecting yourself from saturating your traffic sources which normally results in a higher acquisition cost.

Track organic users
4. Keep Track On Organic Users

Organic users are those who actively seek out and download your app without having to be directly exposed to any of your marketing.

They’ve got a much higher lifetime value than a user acquired from an ad network and are a great example of the kind of users you want to target, i.e. your Perfect User.

Watch them closely and identify their characteristics. These are the people who you want to target in your user acquisitions campaign.

Starting off, your key objective for a user acquisition campaign should be to track and measure “organic lift.”

There’s a natural bond between the user acquisitions campaign and the App Store ranking of an app that greatly affect the organic download rate.

This bond is called the “organic lift.” In simple terms, a higher user acquisition will drive your app higher in the App Store rankings which results in greater volume of organic users.

The key is to identify what rank gives you the highest number of organic users at the lowest acquisition cost.

This can be a bit of a balancing act as you adjust expenditure to test your return on investment.

Some apps may get no more downloads at rank 15 then they do at rank 25, so why throw your money at something when the extra spend has a low (or no) ROI?

It’s important to also keep in mind how the Apple App Store ranking factors differ from those of Google Play (Android). Check it out:

Apple App Store

In the Apple App Store, rank is affected by 3 elements:

Volume of downloads
Ratings & Reviews and
App Store Optimisation.

Users acquired from your acquisitions campaign will improve your rank, which as a result will get you a higher volume of organic downloads.

So the conversion to organic lift is the ratio of downloads per acquired user to organic download.

Google Play

Google Play is a little bit different in that the volume of downloads isn’t as important as the usage itself.

Pretty much, the more your app is being ‘used’ (time spent in use / number of people using it) determines your rank on the Google Play store.

It’s a much smarter system because it puts the quality of the app at the top of priority for any app developer.

In time you’ll start to understand your organic and acquired users, and profiling these characters will help you guide your ad spend.

We’ve written a detailed run down of the differences in app store optimisation here.

Best performing days
5. What Are Your Best Performing Days Of The Week?

Once you’ve been doing this for a while you’ll begin to identify trends. Some days could be the Hay Day for various reasons depending on your market and other days can be a little less fruitful.

With that in mind you need to make sure that you allocate your budget accordingly.

Your total expenditure for Ad Network A on Tuesday and Wednesday could be the same.

But you might get more downloads on Wednesdays. So what day should you be spending your money?

Download rate vs ctr
6. Download-Rate Vs Click-Through-Rate

Keep an eye on your ads and determine which ads/traffic sources get you the highest download-rate (rather than click-through-rate) because a click-through doesn’t necessarily turn into a download.

And you don’t want to deliberately pay for clicks that don’t turn into downloads.

Track & Measure app marketing
7. Track, Measure, Test…

Just like any other marketing strategy you have to test and measure everything.

The first approach is to test your sources to measure which ones worked the best. Test and measure everything in your marketing.

Here is a list of things that can be tested:

Traffic sources
Targeted users
Creative (what the ad looks like)
The app itself

You can tweak each module as well to see if making a specific change will reap you a better result. If not, then try something else.

Avoid tweaking too many elements at once because some elements effect each other and could throw out your results, leaving you with an inaccurate analysis.

Understanding SEO Article Writing

SEO article writing is the practice of writing articles in such a way as to make it simple for the search engine algorithms to find them. This can be done for both regular SEO and Local SEO.  SEO content that is correctly optimized for specific keywords will be displayed prominently in the search engine results listings, whenever someone conducts a search for those keywords. Suffice to say, the nearer to the top of the search results your article appears, the more noticeable you are to prospective clients.

In all likelihood, you are aware of how hard it is to rank for certain keywords on the internet. Your website will be competing with many other similar sites, so you need to ensure that the SEO content on your site really stands out, so it will catch the attention of visitors. SEO article writing is a good way of promoting your website, your company and yourself. By imparting some information about your sector, you are offering people a helpful resource that both potential customers and the search engines will appreciate.

SEO Article Writing Basics

Your first step, when doing SEO article writing, is to research all the details you wish to include. Consider what the article should say, and what information people want to know. After you have done this, you can start writing the article. Think about the keywords people may use while searching for the details you are conveying. These keywords ought to be spread throughout the article, so they read naturally. Avoid including any fluff or useless details.

All industries have their own particular “buzz” phrases that people will use while searching for information. It is best if you can analyze the competition for your selected keywords. This can be done by finding out the amount of times they have been used in online searches. There are freely available tools for acquiring this data and testing your chosen keywords. If you discover that a few of your keywords do not get used very often, you may wish to think about selecting others to net you improved results.

Always proofread your writing. You should read your SEO article out loud, or use speech to text software, so you can hear and see any mistakes you have made. Frequently, the grammar and spelling checkers do not pick up on all errors, so proofreading is a vital step. If you do not enjoy writing, there are several SEO article writing companies that will write articles to your specifications.

SEO: Using Search Engine Optimization For Online Marketing

People used to turn to magazines for inspiration when thinking of buying products. Now more people turn to the Web for ideas, recommendations, and reviews. There’s just so much more out there on the Internet. All of the information is free and easily accessible. That’s why businesses need to make sure they are the first in line when potential customers search for the kinds of products they sell. This can be accomplished through SEO.

Demystifying Search Engine Optimization

SEO is a means of ensuring that a site ranks high in the search engine result pages or SERPs. When consumers are looking for anything, they typically visit their favorite search engine and type in keywords such as “pizza delivery” or “telescopes for beginners”. Google, Bing, and similar services will then take them to a list of pages sorted according to relevance. The vast majority of users will only click on links in the first page and ignore the rest. With SEO, your site has a better chance of reaching this hallowed ground.

The Advantages of Organic SEO

It is possible to use shortcuts to the top such as paying for ad spots that are guaranteed to appear at the top. However, this can be an expensive option and may not be sustainable over the long run. Organic SEO, on the other hand, is relatively cheap. It can take some time to take effect but the climb through the ranks will be steady and sustainable. It is a better option as a long-term strategy to boost traffic.

A Wide Range of SEO Techniques

SEO practitioners use different techniques to increase their client’s ranking. Some of these include modifications of the site itself including the titles, URL structure, meta tags, and layout. The content is also extremely important. Search engines like to see fresh content coming from site. Their spiders will crawl the pages more regularly if they see frequent updates. Off-page techniques include link building in which other sites will point to the client to increase its page rank.

SEO as Online Marketing

The Internet has been a great boon for small businesses. None of them have the means to place ads on the television or radio. Even print ads can be pricey. Yet the Internet offers a way to get their brand out there for the world to see in the form of SERPs at very little cost. Their website can steadily get higher traffic and consequently higher sales as they rank higher in the search results.

Basic Information On SEO

Search engine optimization is essential for any business who wants to expand online. The key to a quality website or article piece is attracting the right people, by placing the correct keywords it will make it a lot easier to send the right message and get views. The first thing you need to do is come up with the title tag and page headers. These will be two of the first things that any possible clients will see first. Make it appealing and brief. Nobody wants a website that takes ages to load. The average person only remains for about 5 seconds so make that short time worth their while.

A lot of website and bloggers users tend to make the common mistake in overusing keywords and putting too many random words. These will not help you gain more traffic. It actually has the opposite effect. There is a limit on data storage so keep it short and sweet. The quality of the words is more important than quantity. By stuffing words and adds the website will be very slow to respond making potential clients simply not wait and take their business elsewhere. Keep it simple, attractive and to the point you wish to make.

One of the important but often forgotten SEO basics is the simplicity in the writing. Nobody likes a sales pitch or to read an article that appears to preach at you about a certain product. People like honesty, something refreshing and appealing to read. It all comes across in your choice of keywords and the tone of your writing. Direct your opinion in a friendly manner and try to see it from the readers point of view. Would this be an article you would want to read yourself? Does it sound like sales? Be confident but not arrogant in opinions.

A unique title can make a visitor want to remain on the site, read an article and browse further. Any new business trying to get their name out into the world wide web will need to look at seo basics in articles. It is not complicated once you understand about the website and business in question. As long as it is relevant and not spam then you are on the correct path. Each piece should have a natural flow and not stand out on a webpage. Try to keep it blending in with the overall structure of the site.

Finally remember that search engine optimization is about attracting the right clients and providing value to them once to land on your website. All it takes is that opening hook to entice them and hopefully you will earn a sale and a new client with it. For beginners look into hiring an advanced writer to assist you in your project and learn as you go along. Brain storm together work as a team and fight against the ever increasing competition out their with business online. Always remain one step ahead of the game and keep your ideas flowing.

Article Writing Services And What It Can Do To Your Businesses’ SEO

Apart from deciding on which domain you are going to use in order to get one that’s most suitable and valuable to you, cover issues such as right tools and the right web designer when you are planning on setting up a successful online business, you also need to think of whether or not you are going to use an article writing company.

Writing companies are responsible for the provision of web content to hundreds if not thousands of online companies. These companies and individuals offer services such as articles, blog posts, comments, press releases, social media posts and so much more.

Thanks to technological advancement, the internet has grown to be one of the most widely used sources of information. Today, if there is anything happening anywhere on earth, you are certain to find data regarding it online.

As a result, numerous companies and individuals have specialized in provision of article writing services. As you know, one of the golden rules towards ensuring that your website remains relevant and competitive is by ensuring that you have a constant supply of fresh and unique content on a regular basis.

Establishing Your Dominance
One great advantage of having your article(s) written for you by professional writers comes from the fact that this allows you to establish your online presence and that of your business as well. By writing articles, you will have a cheap way to enlighten the world and its population about your business and also foster a spirit of trust in them

Search engine optimization is gradually becoming a house hold term. The easiest way of finding any information is through search engines such as Google, Yahoo and Bing. As such, when article writing is done in a well structured and natural way, you will make it easier for these search engines to locate you from hundreds of other similar sites, thus making you more competitive.

Marketing Yourself
Marketing plays a critical role in whether or not a company makes profits or not. Whether it has the intended impact on the community or it does not. With this in mind, seeking the services of a professional article writing company/individual will certainly aid you in marketing your products/services by writing enticing articles which will certainly draw in the intended crowd.

Another advantage of seeking professionally written articles is the fact that you do not have to waste your valuable time trying to come up with properly written articles with the right levels of creativity and key word density. A sloppy written article may end up costing you thousands of dollars as a result of legal prosecutions.

Increased Conversion
With article writing, you are certain to have increased traffic to your website. This is the result of proper SEO campaign. With the huge number of traffic, you will definitely have increased your overall conversion rate, leading to increased potential of making more profits.

Depending on factors such as your budget and also the bulk of work you need done, you may have to either seek the services of a content mill or not. In the end, if you are a first timer in this industry, it is always best to let the experts handle your writing needs.

Why You Should Always Keep An Updated Blog

Having a personal or company blog is a great way to keep your audience and customers informed, boost your website traffic, as well as increase your general page ranking in major search engines. Unfortunately, these benefits can only be reaped if you keep updating your blog regularly and with quality contents to keep your audience always interested. It is always said “content is king”, and the fresher it is the better for you.

Letting your blog sit without new postings will affect you in so many ways. In fact, updating your blog more often is an easy way to increase traffic and an affordable SEO technique to increase your page ranking. On the other hand, having outdated content on your pages negatively affects your page rank. In addition, outdated blog contents are less likely to attract people you would want to link to your blog. Therefore, it is essential to keep your blog(s) as updated as possible in order to get returns on your investment. Primarily, the goal of having a blog is to boost traffic and drive sales.

Updated blog content is important since it lets your site visitors and customers know that you are considerate and that you care about keeping them informed. Consequently, this increases your reputation and enables you to gain trust of site visitors that will eventually help your business grow. By not updating your blog in weeks or months, tells your site visitors and customers that you do not care enough even to maintain your blog. Additionally, outdated blogs may also make your customers and site visitors think that you or your company is not active.

Ideally, your blog should be updated twice or thrice a week. On the minimum, you should post to your blog at least once a week. Anything beyond this will be detrimental to your blog and would be wise not to have a blog at all than to keep one that is outdated. There are several options if you do not have time to write posts for your blog. If you have a team, you can opt for the entire team to write posts and designating each team member a day per week or a week per month for them to make sure something is posted. Alternatively, you can outsource the task from many freelance writers who will be happy to write and post content for you. Therefore, no one should have an excuse of keeping an outdated blog.

You should never underestimate the power of having a good blog; especially, when you keep your content up to date. In fact, you will see impressive returns on your investment by simply keeping your blog updated.

In closing, although most people get excited by having a blog, it is only a handful that keep their blogs updated. An outdated blog is detrimental to your business and gives a negative image of your company or business. On the other hand, keeping you blog updated with quality content will help you improve your reputation on your site visitors and customers, and it is an affordable SEO technique that eventually increases your page ranking.

Cheap SEO Services Can Help You Develop Great Content

When it comes to search engine optimization content is king, but there are many people who simply do not realize how important optimized content is for a website. In matter of fact it is a well-known fact that content is king, and with that said continue to read on to find out what a company that offers cheap seo services can do for you in terms of content.

When you write your content you will want to use keywords throughout your article. However, there is such a thing as keyword stuffing, and this is the last thing you want to do. Many people simply do not realize how to choose keywords, where to place them, how many times they should use them and so forth. This is why hiring an SEO professional is the smart thing to do. They know how many times a keyword should be used, where they should be placed, as well as how to choose keywords that will get your content noticed in the search engines.

When it comes to content links are important if you want it to get noticed within the search engines’ search results. This includes both outbound links and inbound links. Many people are nervous about placing links to and from sites from within their content, and this is because some search engines have started to pay closer attention to what types of links are linking to and from sites. An SEO professional will know all about inbound and outbound links, and how to use them both to get you the best result possible. The last thing you want to do is to attempt to place links within your content and end up having your content blacklisted by some of the major search engines.

The Content Itself
Not only do keywords and outbound/inbound links play a major role in how well your content will do within the search engines, but so will the content itself. You can write a bunch of words and paragraphs, and still have no results from the search engines. An SEO pro will be able to take a look at your content and make recommendations as to what you can do to improve it, or they may even do it for you.

Content Is Very Important
As you can see the content of a website is very important, and without good content, then a site is likely not going to be discovered in search results. If you have poor content, then the chances are you will not be pleased with the results you get from the search engines, because there will be no results.

There is a major difference between good content and bad content, and good content will rise to the top of search results, which means thousands of potential visitors will find your content, which is exactly what you want.

If you want to ensure that you have nothing but the best content on your site, then you will want to hire an SEO professional right away.

The Best SEO Strategies

Search engine optimization as a web-publication technique is steadily growing in popularity, which means that more writers are needed to develop content. A well-designed SEO campaign directs traffic to a specific website or webpage, which gives it a higher search engine ranking and, thus, makes internet users more likely to click on it. Developing a successful seo strategy for your local business takes some work, and can mean doing a lot of different things, but perhaps your two most important techniques are creating quality content and implementing high-quality link building. Done correctly, seos can boost the readership of your page and generate the kind of traffic that will have a positive impact on your business, service, product, or organization.

Start by outlining your article, as this is the best way to begin to focus on creating good quality content. You can start by making a list of key words and phrases that you will use throughout the article, which will likely be included by your publisher in the HTML code of the page. These keywords and phrases, which are registered by scripts, will help people to find your content through search engines. These scripts, otherwise known as “spiders,” assess webpages and sites to analyze their content with clues like keywords and key phrases. Other clues include the grammatical correctness of the page, and the location of hyperlinks.

This is where your other primary seo strategy comes in: high-quality link building is an important part of creating a successful seo campaign. While an seo will not be as successful without good, original content that is well-written, grammatically correct, and engaging, links help to connect your single article with the internet. By connecting your content to other webpages that are relevant to it, you can direct your readers to pertinent content, as well as make opportunities to be directed to your from theirs. Highlight a word or phrase that can be connected to another page and link from there. Be sure that your links work, and that they direct users to well-designed and easy-to-use websites and webpages. The more easily they can navigate to find the information they need, the more likely they are to see your site, as well as the ones you are linking to, as legitimate. Legitimacy is important: as well as building up first-time visitors to your site, you want to encourage return visits and long-term users who are truly taking in your site.

Regardless of how legitimate your work is, that means nothing if no one knows about or clicks on your site – and that is why building links to your article is just as important as linking to other sources. Developing an seo strategy is a key component of your overall social networking plan, but none is complete without incorporating other platforms. An easy way to start is link sharing on social networking platforms like Facebook, Tumblr, Twitter, and Youtube. Encourage your friends to re-share your links, and give readers incentives – like attention-catching headlines – to motivate them to click.