Mobile applications are disrupting the world. Smartphones are consuming all the lifestyle needs of people for several good reasons and conveniences. If you are still believing that mobile apps are only meant for the big fishes like Walmart and Amazon, you are seriously mistaken. More and more small and medium scale businesses are leveraging the concept of mobile apps to streamline their business.

Now to built a mobile application is one thing and to market, it is another thing. If you have already managed to roll out an application, you have just traveled halfway. The real challenge lies in marketing the product. When there are over 5 million mobile applications available in the app stores, marketing your own application need meticulous planning to stand out in the market. The top social media marketing agency in the USA is here with the right mix of strategies to perfectly promote your app in the market.

Pre-Launch Tasks

Even before starting the work on the development of the application, every entrepreneur should perform a slew of pre-launch tasks which include market research, defining the brand, estimating the marketing budget, devising an app marketing strategy and creation of landing pages and graphics. Each of these processes is highly important and should be handled with precision in order to successfully promote your application in the market. The SocialPulsar – best SEO company in  USA is here to decode each of these points.

1.Market Research

Understanding the nuances of the market enables you to build the app with the right insights. The primary aim of market research is to find out two basic things

  • Who is your user?
  • What are the keywords to target?

The first step to establish is the buyer persona. Evaluate the type of users that will use your app on a daily basis. There will be some unique characteristics that make them relevant to your business solution. You can set multiple user personas and start curating separate marketing messages for them. For example, the message that the brand communicates to generation Z should be different from the communication to the millennial segment.

In terms of determining the right keywords to target, it is ideal to perform app store keyword research. This will help you in clearly decide which keywords sets will become crucial for app store optimization. The following are some of the steps involved in the app store optimization.

  • Use ASO tools to find out what keywords bring the most searches
  • Analyze your competitors for keyword ideas and marketing strategies
  • Analyze reviews to better understand how users are describing an app
  • Brainstorm keyword ideas based on your app’s features.

2.Brand Message

The brand messages should follow a specific tonality that should entice the audience to download and use the application. The user will be the center of all the experience while developing the application. All the functionality and features in the application should intend to enrich the user experience. Take an example of a mobile application “Calm”. Just like the brand identity that the name reveals, the user interface including handwritten logo, images of nature, and relaxing blue tones – everything focuses on delivering the audience complete tranquility. So make sure to understand what your brand is trying to achieve. Load the features and functionalities that perfectly align the user experience and brand identity. Use your logos and distribute content with a unique style that helps people to recall the brand.

3.Marketing Budget

Figuring out a budget is not about spending 5000 a month or 5 Lac’s a month. It’s all about spending wisely not wasting any bit of it. Split your app promotion budget into multiple niche markets based on different geography and audience persona. Determine the maximum product margins and maximum CPI (Cost Per Install) that you can afford. However, make sure to lower and raise the budget to match the right proportion. Check the following scenario to get a clear picture.

  • You have a budget of $10.000 per month for media buying
  • The Maximum CPI that allows you to make a profit is $10.
  • The company manages to deliver a CPI of $6.
  • Being that your CPI is still under the maximum limit, you should allow the agency to push your budget many times over $10.000 per month and only stop if they get close to the $10 limit.

By following this strategy, you can create a scalable system for streamlining the marketing budget.

4.App Marketing Strategy

You have already specified the people who use the application and determined the budget for marketing. The remaining challenge is to reach out to your customers with your product through channels like social media, paid promotions or app store optimization. You need to achieve a perfect marketing mix, where none of the marketing peripherals will not be competing with each other. Instead, they will be aligned to achieve more app downloads and generate high ROI. Here is what you need to follow while implementing a proper app marketing strategy.

  • Measure everything
  • Create a strategy that can be scaled
  • The channels work together
  • Continuously tweak and improve

5.Landing Pages and Graphics

Even if you are promoting a mobile application, you still need a proper website. You can showcase a better presentation on your website than on a mobile app store page. You can optimize the website and start doing Search Engine Optimization (SEO). Publishing blogs can add extra reach for your SEO initiatives. Before launching the application, make sure you have a strong website witnessing more footfall. However, organic results demand some time to achieve the intended results. In this case, you can set up landing pages and microsites with pop-ups and captivating banners to fetch more leads in quick succession.

Being the tech giants of the world, Google constantly comes up with some surprising updates. These updates are critical events that invite your attention especially if you are a digital marketing professional engaged in webmasters and Search Engine Optimization. There will be algorithm changes, data refreshments, some filters and alterations that becomes crucial in the operations. Last month, Google had come up with yet another update, this time it deals with a ranking mechanism that provides more site diversity in search results.

What are Google Updates?

A typical Google Update like Mobile Updates or Phantom Update are announcements that describe a change in the operations that will affect the website rankings by search engines. These updates can be algorithm changes or application filters and data filters based on which the algorithms are operating. The main objective of the Google Analytics Updates 2019 is to timely improve the quality of search results.

What is Site Diversity Update?

On June 6, Google SearchLiaison the Twitter account of Googles public Liaison of search announced about the Site Diversity Update. The account acknowledged the pain points of the users, where they received results from the same site in the top results. By rolling out the Site Diversity update, Google intends to bring a change where users won’t be shown more than two listings from the same site as the top search engine results.

However, not always. In the following Tweets, Google mentioned that it will reserve the right to show more than two results when it thinks appropriate. Say, for example, Google might decide to come up with more results for a single query if it’s brand based search. As per the update, they will also treat sub-domains as part of the main domains. If there are one main web address and their blog page site map address as well, then Google considers it as two valid results.

Danny Sullivan added that the update will be applicable for main web search listings and featured snippets, map listings, etc will not be falling under the update. Google has also clarified that this has no relation with their June 2019 core update, stating that both of the updates will be different unconnected releases. Site Diversity Update will not be targeting any particular industry or categories as well.

The impact of the update

The objective of the update is to limit the number of multiple URL’s in the search listings. In order to understand the impact, researches started analyzing keywords soon after the notification came. The major insights of the research and study were;

  • Keywords returning more than 3 URLs from one domain in the top 10 are effectively zero, down from 1.8%
  • Three URLs from one domain now appear for just 3.5% of keywords, a drop of almost half from 6.7%
  • The proportion of keywords for which two URLs from a single domain are displayed has risen slightly: from 43.6% before the update to 44.2% afterward.

What is more interesting is the findings among the domains that competed for results on the first page. The best SEO company in the USA is examining the search intent of two subsets of keywords with the analysis.

  • Keywords that previously had 3 or more URLs for one domain, but don’t anymore (Impact of Diversity Update)
  • Keywords that previously had 3 or more URLs for one domain, and still do (No Impact)

How should we respond?

Piling up results with URL’s from a single domain is not a popular SEO strategy. But it is been used widely as a part of the reputation management strategy. As mentioned above, there will no immediate changes on a massive scale. There are scenarios where there is an impact and at times there are no changes visible as well. If you are trying to target a single keyword within multiple pages or you have multiple pages that rank the same targetted keyword, then have a close look at the Search Console Performance to understand how Google is ranking them.