Optimize Your Website to Drive App Downloads - Hannah Parvaz (Uptime)
Feb 15, 2022
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Hannah Parvaz, Head of Marketing at Uptime, discusses what makes a great app marketer, Uptime's content development and curation efforts, bringing a new product to market, surprising learnings from customers, creative strategy for educating potential consumers, the role of content in acquiring new customers, and the optimal mix of keywords for web traffic.
Being data-led and comfortable with failure are essential qualities for a successful app marketer.
Understanding customer motivations and using customer conversations to inform creative strategies are crucial for effective app marketing.
Deep dives
Provenance expert in the app industry
Hannah Purvaz, Head of Marketing at Uptime, discusses her journey as an app marketer and her expertise in the app industry. She shares her background in the music industry and how she transitioned into music tech and app marketing, eventually winning the app marketer of the year award. She highlights the importance of being data-led, having a wide range of skills as an app marketer, and being comfortable with failure. Hannah also talks about the concept of micro-learning and Uptime's role as a micro-learning app that condenses books, courses, documentaries, and podcasts into five-minute summaries. She emphasizes the importance of actionable points in the summaries and how the app helps users stay relevant and join conversations in today's busy and fast-paced world. She also touches on Uptime's content strategy, including the use of blog content for SEO and organic traffic acquisition.
The power of customer conversations
Hannah emphasizes the significance of customer conversations in informing the creative strategy and product development. She highlights the value of understanding customers' motivations, barriers, and language through one-on-one conversations. These insights are used to optimize the messaging and creatives in marketing campaigns. Hannah also talks about the importance of nurturing customer relationships and personalizing communication to improve retention in the post-iOS 14.5 era. She mentions the exploration of social media platforms like TikTok, where Uptime has seen early success with millions of views on their videos. Hannah concludes by discussing the focus on customer retention and making the product and user experience as amazing as possible.
Strategic approach to content and SEO
Hannah explains the role of content in marketing and acquisition. She discusses the importance of content in driving organic traffic, improving SEO, and acquiring potential customers. Hannah describes the process of categorizing Uptime's content into blog posts based on keyword analysis and user search intent. This approach has helped optimize their website's performance and increase traffic. She also mentions the balance between brand and generic keywords and the shift towards zero percent generic keywords to maximize content visibility. Hannah highlights the continuous improvement and optimization of content to align with customer needs and evolving search trends.
Retaining customers in a competitive market
Hannah addresses the challenge of customer acquisition in the app industry and the need for enhanced customer retention strategies. She emphasizes the value of providing an exceptional user experience and ensuring that the product meets customers' needs and interests. Hannah discusses the focus on customer nurture, personalized communications, and automation to enhance the user journey and prevent churn. She also mentions the importance of social media advertising and customer referrals in driving acquisition. Hannah concludes by emphasizing the continual improvement of product and customer experiences to create long-term user engagement and loyalty.
What do you mean by “actionable points” in an Uptime summary?
How does the team at Uptime decide where to focus its content development and curation efforts?
What’s your first step as the Head of Marketing to bring a new product to market?
Was there anything you learned from the first 50-60 customers that was surprising?
What’s your creative strategy and process for educating potential consumers?
What role does content play for you as a marketer in acquiring new customers?
What’s the optimal mix of keywords for your web traffic?
Timestamp:
4:06 Hannah’s background
6:23 What it takes to be a great app marketer
8:53 What is Uptime?
12:42 Step 1 for bringing a new app to market
17:04 Uptime’s creative strategy for campaigns
19:31 Step 2: SEO
21:15 Optimal mix of keywords in web traffic
25:10 What Hannah’s excited to focus on in 2022
Quotes:
(8:15-8:22) “[App marketers] have to be very comfortable with failing. Somebody once said to me that it’s never failing–it’s learning in a different way.”
(13:24-13:26) “Your customers are the blood within your company’s body.”
(19:31-19:39) “I don’t think you can begin to think about marketing without thinking about content. They’re kind of one in the same. Your content is your marketing, and your marketing is your content.”
