Monthly Archives: August 2020
Box has always been a bit of an enigma for Wall Street, and perhaps for enterprise software in general. Unlike vendors who shifted to the cloud tools like HR, CRM or ERP, Box has been building a way to manage content in the cloud. It’s been a little harder to understand than these other enterprise software stalwarts, but slowly but surely Box has shifted into a more efficient, and dare we say, profitable public company.
Yesterday the company filed its Q2 2021 earnings report and it was solid. In fact, the company reported revenue of $ 192.3 million. That’s an increase of 11% year over year and it beat analyst’s expectations of $ 189.6 million, according to the company. Meanwhile the guidance looked good too, moving from a range of $ 760 to $ 768 million for the year to a range of $ 767 to $ 770 million.
All of this points to a company that is finding its footing. Let’s not forget, Starboard Value bought a 7.5% stake in the company a year ago, yet the activist investor has mostly stayed quiet and Box seems to be rewarding its patience as the pandemic acts as a forcing function to move customers to the cloud faster — and that seems to be working in Box’s favor.
Let’s get profitable
Box CEO Aaron Levie has not been shy about talking about how the pandemic has pushed companies to move to the cloud much more quickly than they probably would have. He said as a digital company, he was able to move his employees to work from home and remain efficient because of tools like Slack, Zoom, Okta and, yes, Box were in place to help them do that.
All of that helped keep the business going, and even thriving, through the extremely difficult times the pandemic has wrought. “We’re fortunate about how we’ve been able to execute in this environment. It helps that we’re 100% SaaS, and we’ve got a great digital engine to perform the business,” he said.
He added, “And at the same time, as we’ve talked about, we’ve been driving greater profitability. So the efficiency of the businesses has also improved dramatically, and the result was that overall we had a very strong quarter with better growth than expected and better profitability than expected. As a result, we were able to raise our targets on both revenue growth and profitability for the rest of the year,” Levie told TechCrunch.
Let’s get digital
Box is seeing existing customers and new customers alike moving more rapidly to the cloud, and that’s working in its favor. Levie believes that companies are in the process of reassessing their short and longer term digital strategy right now, and looking at what workloads they’ll be moving to the cloud, whether that’s cloud infrastructure, security in the cloud or content.
“Really customers are going to be trying to find a way to be able to shift their most important data and their most important content to the cloud, and that’s what we’re seeing play out within our customer base,” Levie said.
He added, “It’s not really a question anymore if you’re going to go to the cloud, it’s which cloud are you going to go to. And we’ve obviously been very focused on trying to build that leading platform for companies that want to be able to move their data to a cloud environment and be able to manage it securely, drive workflows on it, integrate it across our applications and that’s what we’re seeing,” he said.
That translated into a 60% increase quarter over quarter on the number of large deals over $ 100,000, and the company crossed 100,000 customers globally on the platform in the most recent quarter, so the approach seems to be working.
Let’s keep building
As with Salesforce a generation earlier, Box decided to build its product set on a platform of services. It enabled customers to tap into these base services like encryption, workflow and metadata and build their own customizations or even fully functional applications by taking advantage of the tools that Box has already built.
Much like Salesforce president and COO Bret Taylor told TechCrunch recently, that platform approach has been an integral part of its success, and Levie sees it similarly for Box. calling it fundamental to his company’s success, as well.
“We would not be here without that platform strategy,” he said. “Because we think about Box as a platform architecture, and we’ve built more and more capabilities into that platform, that’s what is giving us this strategic advantage right now,” he said.
And that hasn’t just worked to help customers using Box, it also helps Box itself to develop new capabilities more rapidly, something that has been absolutely essential during this pandemic when the company has had to react quickly to rapidly changing customer requirements.
Levie is 15 years into his tenure as CEO of Box, but he still sees a company and a market that is just getting started. “The opportunity is only bigger, and it’s more addressable by our product and platform today than it has been at any point in our history. So I think we’re still in the very early stages of digital transformation, and we’re in the earliest stages for how document and content management works in this modern era.”
- Workflow problems can cause a lot of delays in content marketing, use value stream management to figure out the cause.
- The next common problem is content quality. Use a range of metrics like the average time on page to figure out the problem.
- Content distribution is one of the most straightforward things to analyze, look at website traffic, and backlinks.
- Content conversion is more tricky to analyze, but you can use customer journey mapping and Google’s Attribution report to get a clear picture.
Content marketing is one of the most viable ways to increase website authority in the long run. Over 69% of companies actively invest in content marketing and 86% of professionals indicate it increases brand awareness, one of the most important things for long term success.
There are countless amazing guides on how to create and execute a content marketing strategy. However, when a novice creates a strategy, works for three to six months, and sees no returns, they often are at a loss.
They’ve done everything by the book and it didn’t work. Does this mean content marketing is dead? Far from it, more and more companies are investing in it.
What’s the reason then? A content marketing guide is generic, your business needs are very much concrete. You need a way to figure out why your strategy didn’t work and improve on it, not just look for another guide to follow.
Here are four areas where content marketing efforts fail and a guide on how to analyze your failure and improve.
Workflow structure fails
One of the most prevalent problems in the content marketing efforts of beginners is inconsistency. You’ve set the right goals, started measuring KPIs, but your team can’t seem to handle the load. Deadlines are often missed, the quality of content is inconsistent, and there’s little feedback to be found.
Simply telling a content team to put their act together is an easy but ineffective decision. You need to understand what went wrong and how it happened before you can fix the problem.
To do this, you should investigate your content marketing workflow with a strategy developed by Toyota engineers, value stream management. Also known as workflow mapping, it was originally developed to make car manufacturing more effective, but is now adapted to be used anywhere.
Here is what you should do to create a workflow map:
- Gather your content marketing team
- Select a scope e.g. creating a single article
- Figure out who is involved in the process
- Gather feedback on all steps of the process
- Visualize it in a map
Here’s how such a map looks for resolving a support ticket.
You can draw one on a whiteboard, but any flowchart software would do. Give Draw.io a try or use Miro if you want a paid option. The most important part of this process is to create a map that shows what’s really happening in the workflow, not what it’s supposed to be.
Once you have that map, you can start looking for points of inefficiency. It may be the case that the copywriters are not receiving tasks early or there is no quality control down the content pipeline.
Whatever the reason is, workflow mapping gives you an insight into what’s going wrong. Once you figure out the reason, try different ways of solving the problem, and measure the result afterward.
Content quality problems
According to Worldometers.com, there are over five million blog posts published each day. It takes a quality post to break through all that noise.
How to spot content quality problems
However, judging the quality of writing is highly subjective. How do you go about analyzing this without being biased? James Parsons, the founder of Content Powered, has an answer to that question.
Metrics like website traffic or the number of backlinks depend not only on the quality of content but on the content distribution as well. They do not show you the full picture.
James Parsons recommends looking at the following four stats that may indicate content quality is subpar.
- Average time on page
- Social shares (provided there are easy ways to share)
- Click-through rate to other articles on the blog
- Average time on site
If any of these stats are not showing any sign of increasing, it’s a telling sign that the readers are not finding your content good enough.
How to analyze and improve content quality
From then on, your analysis of the content itself is limited to how informative and readable it is. A readability test is something you can either do yourself or use the Hemingway app or Grammarly. You do need a premium on the last one to check readability, though.
Judging how informative a text is, boils down to subjectivity. You can make the process more objective by including competition research. Look at what narrative elements the competition is using (for example, infographics, quotes, and statistics) and try bringing them to your content.
Content distribution problems
The common problem many beginner content creators make is they focus too much on content and too little on marketing. It’s easy to fall into the trap of believing that once you build it, they will come.
The truth is, unless you promote it as well, they won’t come. Here’s how you can tell your content is lagging behind in terms of distribution.
How to spot content distribution problems
The biggest statistic you should be looking for is the number of backlinks and their growth. If you’re doing outreach to bloggers, you can track each link you build in an Excel document and monitor status updates. That and Google Analytics for organic growth will give you the full picture.
Another stat that you should be tracking is the content position in SERPs. You can track it by proxy by looking at organic website traffic growth from target pages. However, if you want the full picture, you should be looking at keyword reach as well.
Here’s a list of keywords one of the top-ranking Moz.com pages on increasing domain authority ranks for as shown by the Moz tool.
Use this or another keyword analysis tool like the ones from Ahrefs or SEMrush to see what keywords your content ranks for. In most cases, these tools can also show you related keywords, so they give you a solution to the problem as well.
How to improve content distribution problems
If your content isn’t gaining enough backlinks, you can look back at the outreach you did and try to either make your email copy better or find websites that would be more interested in your content. You want to walk away with measurable results, so make sure to split test the email outreach campaign.
If organic traffic growth is what’s lagging behind, you have three ways of improving the content: optimize the meta title and description, improve keyword density and add LSI keywords, or update the content.
LSI (latent semantic indexing) keywords are those that are not directly related to the search, but the SERPs associate them with the topic. Here’s an example from the most popular LSI tool.
Meta title and description, while not directly tied to content, may play a crucial role in attracting visitors to your website from organic search results. They are responsible for the title and snippet that users see on the search result page.
Updating old content can work wonders for an ill-performing page as well. If you can spare time, experiment with these three ways on different underperforming content pieces to see what yields the best results.
Content conversion problems
From the previous points, you now know what metrics to track to pinpoint your problems with website traffic, backlinks, and content quality. However, there’s another KPI that is commonly used in content marketing campaigns, conversions.
How to spot content conversion problems
Let’s say you’re going for soft conversions like joining the subscriber list or downloading a white paper while leaving an email address. The first thing that you should analyze is everything non-content related. Split test the page to figure out whether changing the CTA changes the conversion rate.
When that doesn’t work, you’ll have to do some qualitative analysis. It may be the case that the content piece and the target conversion may have different search intent. Pull up the list of keywords that the content piece ranks for and analyze the intent behind it.
If your lead-generating article attracts the crowd that is not that deep into the sales funnel, you may be setting yourself for failure. In this case, you’d have to repurpose the content to rank for keywords with more relevant search intent.
How to apply customer journey mapping to content
Judging how content contributes to actual sales, however, is a much harder task. You can start with metrics that correlate with a lead generation like organic traffic growth and time on the website.
Since these are covered earlier, let’s focus on a more direct approach, looking at multi-channel attribution reports and customer journey mapping.
The former you can easily find in Google Analytics under Conversions > Multi-Channel Funnels > Assisted conversions. This report will show you how much of a role each marketing channel played in a conversion. You can also check Google’s new tool called Attributions for that.
Customer Journey Mapping is a trickier thing to do. Without going into too much detail, you should primarily look at two reports. These two crucial reports are “Behavior Flow” and “Reverse Goal Path”.
“Behavior Flow” shows how users interact with the website and track their browsing and exit points. If you filter the flow chart by source, you can also see how different traffic behaves.
Reverse Goal Path report does a similar thing but on a smaller scale. It backtracks the most common paths to a goal of your choosing.
You can use these two to create a customer journey map. Just like a workflow map, this map is a flowchart that shows the way a customer makes through a website, from the first interaction to conversion. Here’s how the US government created one.
It’s a complex tool, but you can narrow the scope to content. Draw a map of how users interact with content and look for points of exit.
How to improve content conversion problems
If you find a problem there, you’ll have to make deep structural changes in your content marketing approach. Try incorporating these steps into your strategy to achieve better lead generation rates.
- Lead-magnet content
- Focusing on high-intent keywords
- Retaining the reader
- Moving them down the content pipeline
Seeing all your hard work fail is definitely heart-wrenching. But don’t give up on content marketing just yet. Analyze common areas where content marketing fails, look for places you’ve failed, and improve.
That’s the only way you can create a content marketing strategy that is right for your business.
Michael Doer is a content marketing expert who covers digital marketing topics from general marketing tips to building a marketing team. He can be found on Twitter @MichaelDoer.
The post Content marketing fails: How to analyze and improve appeared first on Search Engine Watch.
- Having a promotion plan is a key component of a successful content marketing strategy.
- There’s more to effective promotion than just sharing articles on social media. Your promotion strategy has to be tactical if you want to cut through the noise.
- The best way to maximize the number of people that see your content is to promote and distribute it across various channels.
- Directive’s Content Writer, Izabelle Hundrev, shares five creative content promotions strategies that SaaS marketers can use to cut through the noise in an overpopulated industry.
What’s the point of creating content if no one sees it? There isn’t one.
That’s why promoting and distributing content is equally as important as writing it. Without a solid promotional strategy, even the most original and compelling piece of content has the potential to fall flat.
When looking at the software-as-a-service (SaaS) industry specifically, space is becoming increasingly crowded. No matter what audience or niche your business serves, there’s a good chance there’s already content out there that’s covering the topics you’re trying to target.
Software marketers must think outside-the-box if they want their content to stand out and connect with audiences.
In this article, I’ll share five simple and effective promotional strategies that are guaranteed to get more of the right eyes on your content.
Five easy-to-implement content promotion strategies
Ultimately, the goal of content marketing is to drive traffic, generate leads, and grow revenue.
You can spend countless hours crafting the “best”, most comprehensive resource on the web. However, if that article just sits on your site with no traffic or engagement, then it’s not really making much of an impact toward your bottom line.
To have a powerful content marketing strategy that meets your target audience, you must build out a robust promotion plan that extends across multiple channels.
Let’s get started.
1. Social media
Social media is likely the first place your mind goes when you think of promotion.
It’s no secret that social networks are a simple way to get eyes on your content – and fast. The downside is that everybody knows this, and therefore, everyone’s already doing it.
To make your content stand out on social, you have to get creative.
The power of multimedia
Social feeds are crowded.
Think about how quickly you scroll through your Twitter or Facebook feed. Brands have to go the extra mile to make their posts stand out and entice the right people to stop scrolling. One of the simplest ways to do this through multimedia.
When building out a content promotion plan, strategize what graphics, GIFs, or videos could accompany your social post.
This could be as simple as sharing a funny GIF that relates to the article or creating a video testimonial to share alongside a brand new case study. Users are much more likely to engage with your posts if you incorporate an element of entertainment or creativity to capture their attention.
Here’s an example of a graphic that incorporates a quote:
This post is eye-catching and features a quote to further pique the viewers’ interest. It also ties in a real person’s photo, showing a personal touch.
In a study done by Buzzsumo, the data shows Facebook posts with images get 2.3x more engagement. This isn’t just unique to Facebook either. According to Brandwatch, tweets with images receive 18% more click-throughs and 89% more likes.
As a reader, you’re naturally more inclined to stop scrolling and pay attention if there’s a compelling piece of multimedia to draw you in.
“One more time for the people in the back”
There’s no reason why you can’t share content on social media more than once, as long as it’s done correctly.
The most important thing to keep in mind when re-distributing old content is to offer variety. Switch up the copy each time you re-post. One easy way to do this is by highlighting different pieces of the article in your posts.
For example, let’s say the first time you shared the article you included a quote from the piece in the social copy. Next time you share it, include a different quote, or maybe a compelling statistic or graphic instead.
Don’t be afraid to experiment with different platforms either. If you primarily share content on Twitter and LinkedIn, try sharing the same piece of content on Facebook or Instagram with different visuals.
I’m harping a lot on variety here, but there’s a fine line between resharing content with added value, and just resharing for the sake of it. You don’t want your social media feeds to be filled with stale, recycled material. Nowadays, social media users can easily spot a brand account that’s lazy with their posts.
The primary focus of your social media accounts should be on highlighting new content pieces. However, it’s generally OK to sprinkle a few old ones into the mix as long as there’s something new and compelling being offered to the viewer.
It takes a village to find the essential balance
While we don’t know for sure what factors trigger different social media posts to appear on users’ feeds, we do know that engagement helps. This means every like, share, and comment can help to boost a post’s reach and impressions.
There’s no guarantee that other users will engage with your posts, but you can encourage your coworkers and other internal employees to help the posts’ awareness.
After all, your fellow employees are an extension of your brand. Each of them has their own unique social network of followers that could benefit from seeing your content.
You don’t want this to feel like just another work-related task. It can be easy to forget that not everyone is a naturally-gifted copywriter that feels confident sharing and posting. Aim to make it simple for others in your organization to get active on social media.
For example, when you’re gearing up for a big promotional launch, create a cheat sheet of pre-written social copy and send over several variations that fit different channels.
People have the option to use the copy you wrote or they can lean on it for inspiration. Doing small things like this can help to lessen some of the friction that comes along with asking others to engage with your posts.
2. Email marketing
Email newsletters are a popular marketing tactic due to their many benefits and use cases. Content Marketing Institute reports that 70% of B2B marketers use email to distribute content and 40% cite newsletters as critical to marketing success.
It’s clear there’s inherent value in using email as a channel for content promotion. The people on your subscriber list are some of your most loyal brand advocates. Think about it — they “opted in” to receiving your emails. This makes your subscribers some of the best people to share your content with.
Personalization comes first
Your newsletter isn’t going to be very engaging if it’s just a roundup of the last five articles you’ve published.
A newsletter that’s been hastily thrown together is a guaranteed one-way ticket to the unsubscribe button. When sharing content with your email subscribers, make the experience feel special and curated. Think carefully about what types of content matter most to your email list.
In the example below, take note of how the tone is really conversational and makes the reader feel like it’s a personal email from a friend or colleague, rather than a newsletter.
If you were a search marketing company and you know one-third of your audience cares about PPC, another one-third care about SEO, and one-third care about both – make sure you’re not sending the whole group PPC articles all the time. You’ll lose SEO subscribers.
Be strategic here.
To take things a step further, segment your email list by more specific criteria. This could include location, age, or even by type of position (executive, manager, or individual contributor). Doing so allows you to serve your content to a more targeted subset of your audience.
Give the people what they want
Email marketing metrics matter, but those numbers don’t always paint a full picture.
To better understand how your subscribers feel about your newsletter content, ask for feedback.
You can do this by sending out a survey or investing in a widget that builds feedback into the newsletter interface. Some popular feedback platforms worth checking out include Mopinion and Usabilla.
Whichever you choose, try to make it as simple as possible for your subscribers to share how they feel about the content you’re sending to them. They signed up to receive valuable content and relevant promo offers, not constant surveys.
Your subscribers opted in to receive your emails for a reason, so make it worth their time. The more unique, meaningful, and concise your newsletter is the more traffic that gets directed back to your website and content.
3. Online communities
There are a variety of online communities that center around creating and sharing content in a specific niche.
The idea here is to be an active member of a community that’s relevant to your audience. For example, if your SaaS business sells marketing automation software, then you should aim to join communities that focus on related marketing disciplines such as email marketing or demand generation.
Joining an online community allows you to directly interact with your audience while sharing your unique and relevant content with them.
This can be tricky because it takes time to build authority among members of these communities. You don’t want to come across as overly promotional from the get-go. Instead, always make sure that your interactions are genuine and provide something of value.
Don’t throw out links to your articles without context. Aim to make every interaction meaningful.
Here are a few suggestions for where to start:
Although it may have begun as a platform solely for personal interactions, Facebook has grown to be a popular online community for professionals, too. There are hundreds of thousands of Facebook groups dedicated to different industries and niches.
These groups frequently have thousands of members, making them a practical channel for content promotion. One example is the SaaS Revolutionaries group, which currently has 4000+ members. This group, run by SaaStock, is specifically geared towards founders, executives, and investors in the software space.
GrowthHackers is an online community dedicated to sharing content and information related to growth hacking, user acquisition, marketing, and more.
Articles can be posted and shared by anyone to the GrowthHackers blog. Members of the community will then upvote or downvote the content based on whether they like it or not. The pieces with the most upvotes are displayed prominently at the top of the homepage.
This makes GrowthHackers a powerful platform for getting more eyes on your content and highlighting your brand’s industry expertise.
Quora is a question-and-answer website where users will go to ask and answer questions related to a variety of topics.
As a promotion channel, Quora can be especially useful because it allows you to answer questions that are directly related to your content.
This way, you build brand credibility, brand awareness, and are able to help out potential customers.
4. Paid advertising
While it’s true that you don’t need a massive budget to effectively promote your content, paying for content promotion does have its benefits.
When promoting your content organically, you share a post and cross your fingers that it reaches your target audience. Through paid ads, you can pretty much guarantee it.
Many of the big social media networks such as Facebook and LinkedIn have paid advertising offerings that come with advanced targeting features such as remarketing or lookalike audiences.
These features make it easy for advertisers to deliver content to people who are most likely to click and read on it. This is especially beneficial when you’re promoting content with the purpose of generating leads, such as an e-book or whitepaper.
When combined with an organic promotional strategy, paid ads can be a big added driver of traffic and clicks.
5. Measure, measure, measure
Your content promotion strategy is only as powerful as the results it generates.
That’s why continuously tracking the performance of your efforts is critical to making it worth your time.
When evaluating your promotional channels, here are some examples of key performance indicators (KPIs) you may want to take into account:
- Click-through rate (CTR)
- Conversion rate
These metrics are typically used because they’re a direct reflection of how users are interacting and receiving your posts.
Yes, a big part of promotion is about getting views, but it’s also about converting these views into something more valuable: clicks and leads.
It’s important to note that this list isn’t exhaustive. The KPIs you assign to your promotion strategy will be a unique reflection of your business goals, so it’s possible that your list ends up looking a bit different.
The main takeaway here is you have to keep a close eye on performance across channels. You need to have a clear understanding of these metrics and how they relate to your overarching marketing goals. Otherwise, you can easily get lost in vanity metrics that don’t correlate to real business results.
An article isn’t done just because you hit the “publish” button. If you want your content to generate meaningful results, you must put in the effort to make it discoverable.
Next time you find yourself stuck on creating the right promotion plan, revisit these strategies for inspiration.
Izabelle Hundrev is a Chicago-based content writer at Directive. At Directive, Izabelle combines her sales hustle mentality and creative writing expertise to cover a wide variety of SaaS marketing topics and support long-term marketing strategy. Outside of work, Izabelle is passionate about all things pop culture, food, and travel.
The post Five content promotion strategies SaaS marketers should implement today appeared first on Search Engine Watch.
The global legal services industry was worth $ 849 billion in 2017 and is expected to become a trillion-dollar industry by the end of next year. Little wonder that Steno, an LA-based startup, wants a piece.
Like most legal services outfits, what it offers are ways for law practices to run more smoothly, including in a world where fewer people are meeting in conference rooms and courthouses and operating instead from disparate locations.
Steno first launched with an offering that centers on court reporting. It lines up court reporters, as well as pays them, removing both potential headaches from lawyers’ to-do lists.
More recently, the startup has added offerings like a remote deposition videoconferencing platform that it insists is not only secure but can manage exhibit handling and other details in ways meant to meet specific legal needs.
It also, very notably, has a lending product that enables lawyers to take depositions without paying until a case is resolved, which can take a year or two. The idea is to free attorneys’ financial resources — including so they can take on other clients — until there’s a payout. Of course, the product is also a potentially lucrative one for Steno, as are most lending products.
We talked earlier this week with the company, which just closed on a $ 3.5 million seed round led by First Round Capital (it has now raised $ 5 million altogether).
Unsurprisingly, one of its founders is a lawyer named Dylan Ruga who works as a trial attorney at an LA-based law group and knows first-hand the biggest pain points for his peers.
More surprising is his co-founder, Gregory Hong, who previously co-founded the restaurant reservation platform Reserve, which was acquired by Resy, which was acquired by American Express. How did Hong make the leap from one industry to a seemingly very different one?
Hong says he might not have gravitated to the idea if not for Ruga, who was Resy’s trademark attorney and who happened to send Hong the pitch behind Steno to get Hong’s advice. He looked it over as a favor, then he asked to get involved. “I just thought, ‘This is a unique and interesting opportunity,’ and said, ‘Dylan, let me run this.’ ”
Today the 19-month-old startup has 20 full-time employees and another 10 part-time staffers. One major accelerant to the business has been the pandemic, suggests Hong. Turns out tech-enabled legal support services become even more attractive when lawyers and everyone else in the ecosystem is socially distancing.
Hong suggests that Steno’s idea to marry its services with financing is gaining adherents, too, including amid law groups like JML Law and Simon Law Group, both of which focus largely on personal injury cases.
Indeed, Steno charges — and provides financing — on a per-transaction basis right now, even while its revenue is “somewhat recurring,” in that its customers constantly have court cases.
Still, a subscription product is being considered, says Hong. So are other uses for its videoconferencing platform. In the meantime, says Hong, Steno’s tech is “built very well” for legal services, and that’s where it plans to remain focused.
For years, India has served as the largest open battleground for Silicon Valley and Chinese firms searching for their next billion users.
With more than 400 million WhatsApp users, India is already the largest market for the Facebook-owned service. The social juggernaut’s big blue app also reaches more than 300 million users in the country.
Google is estimated to reach just as many users in India, with YouTube closely rivaling WhatsApp for the most popular smartphone app in the country.
Several major giants from China, like Alibaba and Tencent (which a decade ago shut doors for most foreign firms), also count India as their largest overseas market. At its peak, Alibaba’s UC Web gave Google’s Chrome a run for its money. And then there is TikTok, which also identified India as its biggest market outside of China.
Though the aggressive arrival of foreign firms in India helped accelerate the growth of the local ecosystem, their capital and expertise also created a level of competition that made it too challenging for most Indian firms to claim a slice of their home market.
New Delhi’s ban on 59 Chinese apps on June 30 on the basis of cybersecurity concerns has changed a lot of this.
Indian apps that rarely made an appearance in the top 20 have now flooded the charts. But are these skyrocketing download figures translating to sustaining users?
An industry executive leaked the download, monthly active users, weekly active users and daily active users figures from one of the top mobile insight firms. In this Extra Crunch report, we take a look at the changes New Delhi’s ban has enacted on the world’s second largest smartphone market.
Scores of startups in India, including news aggregator DailyHunt, on-demand video streamer MX Player and advertising giant InMobi Group, have launched their short-video format apps in recent months.
- Mobile applications have become essential for human life, It has managed to reach every corner of the world, it is used for all kinds of things.
- There are more than two million mobile apps available in app stores but all of them are not equally successful.
- App Store Optimization (ASO) is one of the techniques that app owners and developers used to optimize their mobile for keywords.
- After that, you need to measure campaign success by monitoring some of the KPI.
- Today we will discuss what KPI you should keep monitor to measure the success of your app optimization campaign.
Across two major app marketplaces, there are already more than two million mobile apps and still counting. Mobile apps have made inroads across all nooks and corners of our daily lives and enterprise operations. But despite all these, not all mobile apps are equally successful, and there is a multitude of apps that struggle to survive as businesses. Perhaps, App Store Optimization (ASO) is something that app creators must consider.
Naturally, app publishers and marketers worldwide consider it extremely important to monitor several metrics concerning user engagement, user retention, and business conversion. Here we will explain the five leading metrics that you need to track for measuring the success of your app in app stores.
1. Discoverability in App Stores
The most important thing for any app to get traction in app marketplaces is to become easily discoverable and visible to the target audience. Whether coming into search results or getting featured or hitting top charts, in one way or the other, your app needs to be discoverable and visible to the audience. This is also the principal objective of App Store Optimization (ASO).
Some metrics to keep track of discoverability of the app include the following.
Where in the search result, your app appears against a target keyword refers to your search ranking.
Top charts ranking
The ranking of your app in various top charts by categories or by parameters such as Free, Premium, and others.
Where your app in the respective category ranks refers to the category ranking.
Whether the app is listed among the top apps featured by the App Store or Play Store.
All these metrics that can easily be tracked can reveal your app’s discoverability in the app marketplaces.
2. Active users
This is one of the most important metrics to measure the traction and engagement of a mobile app. The number of active users for a mobile app directly shows the audience engagement and how it evolves. When this metric shows growth, that means the app is getting more traction. The active user metrics can further be categorized into four metrics as per audience engagement in different time spans.
Daily Active Users (DAU)
This metric refers to the number of users using the app on a particular day.
Average Daily Active Users (ADAU)
The number of users using the app in a single month is divided by the number of days in a month.
Weekly Active Users (WAU)
The number of users using the app in a single week.
Monthly Active Users (MAU)
The number of users using the app in a particular month.
3. Lifetime Value (LTV)
Whether calculated on a monthly, daily, or weekly basis, the number of users hardly gives an idea of the business conversion or the kind of revenue they generate for the app. The Lifetime Value or LTV is the metric that helps measure the gross revenue generated by a user over a period of time. This metric is more closely related to the bottom line of an app and hence is very important.
Though you can easily track user session time on a weekly, daily, or monthly basis and track their CTR and impressions, measuring the business conversion remains difficult. This is where this metric comes as handy as it allows evaluating the total sum outcome of the entire app marketing efforts.
4. User acquisition cost
Another important metric closely related to the bottom line and revenue is the user acquisition cost. Your total marketing budget spent on user acquisition can be divided by the total number of users to get an idea of the cost of acquisition. The metric further can be divided on a monthly and yearly basis and can be seen whether the cost of acquisition is growing or decreasing.
5. Conversion rate
Your app is easily visible and discoverable as per the various visibility metrics we have discussed. Now the question is, does this visibility convert into app downloads. After discovering your app downloads the app, how many of the visitors is a crucial metric to measure the success of your App Store Optimization and app marketing?
Some of the key methods to boost App Store Optimization and conversion include using great app title, engaging app description powered by screenshots, images and video content, app reviews, and app ratings.
App market conversion can be tracked through the important measurement metric called Click-through rate (CTR). The proportion of people who, after landing on your app marketplace snippet clicks to go into the product page, is expressed in percentage, and it is called the conversion rate. It is an unmistakable part of the conversion funnel that app marketers need to monitor on a regular basis.
To improve the conversion rate, fortunately, you have an array of sophisticated A/B testing tools that helps you to evaluate the impact of various aspects of your app listing and accordingly fees helpful suggestions to improve conversion rate.
While these metrics are already well known and are regularly tracked by the app marketers around the world, you need to make sure to use a good analytics engine to track your audience engagement and business conversion more accurately.
Juned Ghanchi is Co-founder of IndianAppDevelopers, a mobile app development company builds iOS and Android mobile apps for startups to big brands. Juned has over a decade of experience across Software consulting, App solutions, and App development.
The post App store optimization success: Top five KPIs you must measure appeared first on Search Engine Watch.
Epic Games has been removed from Apple’s App Store.
If you’ve already downloaded Fortnite to your Mac or iOS device, it should still work, but Epic’s termination means the Fortnite developer will no longer be able to submit new apps or updates.
MacStories Managing Editor John Voorhees noted the termination on Twitter, as well as the fact that the App Store is currently featuring Fortnite competitor PUBG.
Apple confirmed the move in a statement:
We are disappointed that we have had to terminate the Epic Games account on the App Store. We have worked with the team at Epic Games for many years on their launches and releases. The court recommended that Epic comply with the App Store guidelines while their case moves forward, guidelines they’ve followed for the past decade until they created this situation. Epic has refused. Instead they repeatedly submit Fortnite updates designed to violate the guidelines of the App Store. This is not fair to all other developers on the App Store and is putting customers in the middle of their fight. We hope that we can work together again in the future, but unfortunately that is not possible today.
You missed your chance. Epic is off the App Store now.
— John Voorhees (@johnvoorhees) August 28, 2020
Apple also said that Epic has been creating support issues by directing frustrated users toward AppleCare.
This is the latest development in the Epic-Apple dispute, which began earlier this month when the developer introduced support for direct payments in Fortnite, attempting to circumvent the 30% cut that Apple takes on App Store payments. This prompted Apple to boot Fortnite from the App Store, with Epic immediately launching a lawsuit and a publicity campaign that accused Apple of abusing its market power.
Earlier this week, a federal district court judge ordered Apple not to block access to Epic’s Unreal Engine for developers, but she said that Fortnite could stay out of the App Store until it complied with the rules.
Today’s removal should not affect the Unreal Engine, which Epic manages through a separate account.
Microsoft Advertising has given its users access to high-quality images with their new Shuttershock partnership. Here’s how you can make the most of it.
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