Business of Apps Podcast

Are you happy about your app marketing copy? Why is it so important to get it right? As you're reading this paragraph, tens of thousand people around the world are scrolling through search results in the App Store / Google Play app to find an app they need for some occasion or just because they've got bored. On one hand - the choice is spectacular, you can get an app for pretty much anything you can think of, on the other - the process of choosing the one to actually download and use is far from being easy. How you, as an app marketer, can make the most of your app's marketing copy and its description specifically, is the topic of our conversation with Sandra Wu, Paid Content Marketing Lead at Blinkist - the app that distills world's best nonfiction books in just 15 minutes digests. Today’s Topics Include: What mindset app brands and developers should have when they create a marketing copy for an app How to make your app's description compelling and persuasive enough to convince people to choose your app among others The key to a good app marketing copy Links and Resources: Blinkist Sandra Wu Linkedin profile Sandra Wu Copy Course Business Of Apps - connecting the app industry Quotes by Sandra Wu: "To produce a good copy I feel like everyone should know the answers to a few questions, before they pick up the pen or if they start typing. I believe if you going to write about your app you should know why does your app exist. Who is your target audience and why they should choose you over your competition." "If you do content marketing for user acquisition purposes, you get your money back through sign ups and purchases. But at the same time you get so much publicity through it and I think that's the beauty of content marketing - people are actually share it and remember it. And before you know it, TechCrunch, New York Times and The Guardian are all talking about you." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024  

In the early 2000s, digital marketing for online commerce companies centered on relative keywords. The key component of search engine optimization (SEO) emerged to increase traffic to websites to generate leads, make more sales, and grow businesses. History repeats itself. App store optimization (ASO) followed to include similar techniques to apply to apps. To move forward and push decisions that need to be made, you must understand the impact of ASO. Now, you may think ASO should always mean doing marketing for mobile apps and  SEO - doing marketing for websites. You have a point - usually we don't mix these two digital marketing techniques and you may think that there is no way how SEO can actually help you to driver more installs for your app. But on this episode we have Kate Petrakova from Rocket Internet to make the case that in fact it is possible. Kate shares insights regarding SEO for apps and how to make Search Engine Results Pages (SERP) your apps acquisition channel. Today’s Topics Include: SEO vs. ASO: What’s the difference? Benefits of bridging these two techniques Key SEO Elements for Apps: Links/backlinks, paid/organic referrals, engaging and relevant content, and code-related technical SEO to improve ranking App Previews and Review: Relevant and influential Websites, companies, and marketing SEO relevant acquisition channel: Can product be used on desktop? Is product complex and requires additional knowledge? Do competitors have Web pages? Does product include categories/integrities? SEO Tools: Google Search Console, Google Mobile-friendly Tests, Google Ads, and Google My Business Keyword Ranking Tools: SEMrush, SISTRIX, and Ahrefs Technical SEO Tools: Screaming Frog, Google Structured Data, and Google Lighthouse How to get started? Google brand name and product to determine good and bad SEO How, leveraging the trust they've built with their audience, Influencers do the job of app review sites when they had their moment several years ago How to evaluate your mobile app website current performance on Google Links and Resources: Rocket Internet Ekaterina Petrakova LinkedIn Google Search Console Google Mobile-friendly test SEMRush Ahrefs Lighthouse Google Ads Google My Business SISTRIX Google Structured Data Google Analytics Black Hat SEO Business Of Apps - connecting the app industry Quotes by Ekaterina Petrakova: "If it's a relevant website it's always worth to have a link from there." "It's because historically, it (SEO) drives much better type of customer, really the customer that deliver the most value, has higher retention rates, higher loyalty." “The customers that deliver the most value that have higher retention rates, higher loyalty, this is why SEO is a way to go, if it is relevant for you.” “SEO is for free itself, but to work on SEO, it costs money.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024  

Every app project starts with an idea or concept that translates into development, testing, and marketing. Increasing an app’s visibility in app stores and attracting new customers used to consume too many resources and created a data intense process.  Today’s guest is Thomas Kriebernegg, CEO and co-founder of App Radar to improve app store rankings and get more users. He describes how App Radar combines App Store Optimization (ASO) and paid user acquisition campaigns to accelerate and grow your app business. Today’s Topics Include: Native vs. Paid Search: Implement ASO or not, or do both to increase traffic and visibility What apps get most visibility? Apps downloaded most often with relevant keywords Case Study: Native ASO and Paid searches proved successful for World of Warships  Links and Resources: App Radar Thomas Kriebernegg on LinkedIn World of Warships Blitz Drives Up App Impressions by more than 70% Quotes by Thomas Kriebernegg: “When you do both (native and paid searches), actually, you can really find leverages for both ends.” “In the end App Search Ads is the super relevant channel. Because people that already have already keywords in their mind, they already know what they’re looking for.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024  

We live in the world of millions mobile apps that have penetrated all areas – work, entertainment, healthcare, art and many more. Every app on your smartphone has many users and all these people have their slightly different use case, may have their questions about its interface, some tech issues that need to be resolved and on and on. Obviously each app developer wants to have her or his app users having nice usage experience. Question is – how app developers and brands should approach app communication with that big audience, what’s important, what mistakes to avoid? Today’s guest is Robi Ganguly, CEO of Apptentive, which is a provider of Consumer Communication, Consumer Management Service for various brands all over the world. Robi describes 3 major things app developers and brands need to be focused on when it comes to app users communication, what most common mistakes they do. This episode topics include: What Apptentive does for world largest brands user communication needs Why it’s important to have two-way communication with app users The significance of the right timing for app users communication How to listen to your customer right and why it’s so crucial Mistake from a case study #1: too much of asking your customers for a feedback to the point it produces the opposite outcome Mistake from a case study #2: brand ambassadors identification to improve app communication How to find the right moment for an in-app message Links and Resources: Apptentive Robi Ganguly Linkedin profile Quotes by Robi Ganguly: “Communication, real communication and relationship building is two way” “The way to make your customer feel important is to listen them just as much as you talk to them” “When you think about how to communicate and learn from a customer, you gotta be very focused on the right time and the right place, even the right information about the customer journey” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

65% of all mobile app installs come from search, this single data point compels all app marketers have the App Store Optimization technique, aka ASO, in their mobile app marketing toolbox. Since the inception of the iTunes App Store ASO has evolved and went through lots of trial and errors.  Today’s guest is David Bell, co-founder and CEO of Gummicube, which is a provider of App Store Optimization (ASO) and App Store Intelligence (ASI) software and services to marketers and developers. David describes what and how to build, market, and optimize products and apps by avoiding common mistakes. This episode topics include: Beers or Bears? David describes story behind naming company, Gummicube  3 Focus Areas for Algorithms and Abstractions:  Paid vs. organic search options  Conversion optimization  Paid marketing Mistake #1: Assuming ASO is executed similarly to search engine optimization (SEO) Self-fulfilling Prophecy: Optimize correctly to index keywords and generate traffic Merchandising Game: Understand connection between related keyword terms and audiences  Mistake #2: Conversion optimization doesn’t only affect app store listing, but also occurs at keyword level  Mistake #3: Apple and Google are not the same; both app stores are evolving and changing, so success on one does not equal success on the other David’s favorite apps include LinkedIn and Reddit; most overrated app is Flappy Bird Links and Resources: David Linkedin profile Gummicube Quotes by David Bell: “Mobile is a fundamentally different platform than the Web.” “Search is important, but it really only works if you are optimizing the correct way and you have the right data behind the decisions that you make.” “This is a game of merchandising. Every keyword is an aisle. Every keyword has related terms. Every keyword has related audiences.” “The average user gives an app five to six seconds as they’re scrolling through the search results before they decide to download it or not. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024