Most app marketing
executives have a tough road ahead of them. There’s no clear way for many to
understand the true volume of app store searches
for any particular keyword, and competition across verticals is proliferating
daily. Fortunately, we’ve been able to accurately track categorical trends,
search volumes, and user preferences, but of course our proprietary methodology
isn’t accessible to just anyone. So, app marketing experts operating with a
technological blindfold are making guesses about the best app marketing
strategies…and many of these conjectures are simply wrong. Here are five of the
top app marketing mistakes we’ve helped our clients fix.
1)
Focusing
on Ordered Keywords
Most
app marketing executives attempt to optimize by using strategies employed by
SEO: focusing on specifically ordered keyword phrases. But this is not the way app store optimization (ASO) algorithms
work. On the contrary, each keyword phrase must be looked at as a combination
of distinct words on which to focus; and then, using those distinct words,
create all possible phrase combinations to accurately optimize in the app
store. For instance, instead of focusing on “Best App Marketing Ideas” as a
phrase to target, an app marketing strategy must focus on each word in the
phrase separately as well as all combinations of those words.
2)
Working
from Google Keyword Planner
How
are most app marketers gauging which keywords to go after? They’re basing
search volumes on data they find in Google’s Keyword Planner. But this isn’t
SEO. This is ASO, and app search volumes have nothing to do with Google search
volumes. In fact, it’s quite difficult if not impossible for most developers to
gauge volume accurately. The only reason we can tell which phrases are most searched
is because we’ve coalesced real data from thousands of our apps (clients) with
years of pulling statistical breadcrumbs from the app store and real data from
over 100,000 proprietary users and app reviewers. Only by intelligently looking
at all three of these elements is it possible to come up with an accurate understanding
of app store search volumes and trends.
3)
Not
Considering Competitors
All keywords and phrases determined to
be relevant to an app marketing campaign
must absolutely be compared with competitor apps. Unfortunately, many app
developers don’t do much of this because it’s too time consuming and it’s
simply too difficult. That’s why utilizing an intelligent and automated
competitor analysis tool is critical to effective optimization.
4)
Stagnation
(Not changing often)
Trends in the app store change every
30-45 days, so keyword phrases and optimization strategies must also change
frequently. New competitors arise, fads come and go, and this all affects
phrase differentials across time. One of the biggest mistakes an app marketing
executive can do is to setup optimization once and then just leave it stagnant
for months or even for good. Monthly analysis and adjustments are necessary.
5)
Attempting
to Optimize Manually
Again,
ASO is one of the most sophisticated, intricate, and thus difficult tasks one
can undertake manually. The plain fact is that most developers who attempt such
a feat simply fall short in their app marketing endeavors, whether it’s just
too much time or too difficult to analyze and implement. Because let’s face it,
analyzing competitors, keyword trends, and optimization techniques, then making
changes based on analysis and doing this all every month is essentially a full
time job. Our suggestion: work with a full-service or robust, DIY automated ASO
solution to do what needs to be done on an ongoing basis. It’s the only way to
assure your app marketing efforts are up to date and ultimately effective.
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