3 Tips for Conducting a Social Media Audit | Social Media Today
Whether you are working with a new client or doing a yearly analysis of your own social media channels, conducting a social media audit and coming to an actionable conclusion can be tough. For starters, you might be wondering which metrics are the most important, or how to get through all of your data.
Here are a few tips to keep you on track.
1. Go In with an Open Mind
If you are looking to prove certain metrics right or wrong or tell a specific story, you may find yourself ignoring data that tells a stronger tale.
Because of this, it can be helpful to tackle an audit in two parts: Have one team member pull and aggregate the data into a usable format, and have another start the analysis. This keeps one person from having tunnel vision and getting stuck on the minutia.
2. Plan Check-Ins
This is very important, particularly if the conclusions you are coming to about the success of your social channels aren’t positive.
Check in with clients or team members so they’re not taken aback by the results or feel attacked if their role has not contributed to social success. The point of an audit is to find a starting place and continue to move forward, regardless of the success of current strategies. While you may not be on par with your competitor or aspirational pages, there’s always something you’re doing well comparative to the rest of your page.
Be sure to highlight the positives as well as the negatives you’ve made in strategy.
3. Stay Focused in the Present and Past Happenings
When conducting an audit, it can be easy to get sucked into thinking: “Okay, we aren’t doing this right, so here’s what we should do instead”. You need to paint the full picture of what is or isn’t successful before you can make informed strategy decisions. Once your audit is complete, you can take the next steps forward to build a strategic future plan.
Bonus Tip: Don’t sweat a mistake in one small post. If it’s not a pattern, pull back and see if that little thing impacts the bigger picture. If it doesn’t, drop it.
Completing an audit can be difficult, but keeping your mind open and trying to stay focused on the bigger picture will make the process go more smoothly.
Real estate developers across the globe have started spending huge funds in Digital Marketing.
Following is an account of the most important guidelines on how to approach this new age mantra if you are new to digital marketing as a Real Estate Developer.
1. Blindly Investing in Digital marketing without understanding the nature of this marketing channel is a sin
You invest in a marketing channel in order to achieve some business goals, and as a Real Estate Developer it is mostly generating interest in your project and furnishing qualified leads for your sales team to convert.
Before jumping in the bandwagon of developers who are employing digital marketing as a channel for achieving business goals always question, as to what is the purpose of digital marketing for you, is it just lead generation? or awareness about your project? Maybe a combination of both. If it’s just lead generation you might consider spending more on real estate portals (Housing, 99acres or Magicbricks) which would probably give you abundant of leads to work with, instead of spending hefty amount on your own digital campaigns.
Investing too much on digital campaigns just because every other Real Estate Developer is doing it would just lead to inflation in your overheads without effective outcomes.
2. Understanding your Project and defining your target audience lies to the core of all your marketing activities
As a developer you understand that the project that you are developing is targeted towards a specific customer, the project is either budget, mid, premium or ultra-luxury segment. All this segment projects attract attention from different sects of the population(Niche) having different expectations.
While it goes without saying that a research on this preference patterns for your project, in order to find your Niche, is crucial for all your marketing efforts to be effective, it is also important that documentation of this preference patterns, usually done by creating buyer personas, is made available before stepping into digital marketing campaigns. In absence of such documentation the marketing efforts would be direction less. Just publishing a lot of content on all digital channels would not give you the benefits that you are looking for, concentrate on your customers and not the channels.
3. Deciding between the option of employing a Digital Marketing department or an Agency
Whether to form a Digital Marketing department of your own or outsourcing your Digital Marketing initiatives to an agency requires a lot of considerations like your budget, urgency, availability of expertise within organization etc. Budget, according to me is major most concern and a deciding factor in finalizing this decision.
If you employ a department there are a lot of advantages that you hold. Being an internal part of the company it will be in-line with your ideologies and objectives, a strong sense of urgency and awareness about the expectations is there, and most of all there would not be a gap in communication throughout the project marketing and sales campaign. There are a lot of benefits apart from the discussed points as well, but these benefits have to be extracted to the best.
In case you decide to go with an external agency for your digital marketing campaigns you should consider the points mentioned in the next sub heading.
4. Be cautious about hiring a Digital Marketing agency
Outsourcing your Digital marketing campaigns to a digital marketing agency is a good Idea considering the fact that it doesn’t require you to spend huge funds on the resources required to effectively create and manage digital assets. Digital Marketing agencies have the expertise and resources which are required to serve your objective and the experience of handling and executing many projects. But be aware, hiring an agency without giving a serious thought on the implications of hiring a bad one will be the worst mistake you’d ever want to make. Ask the representative of the agency if they’ve handled any Real Estate projects, Browse and look through the websites that they’ve worked on, you might also consider giving a call to the accounts that are already with the Agency for feedback, take an opinion from a trustworthy source who knows about the nuances of digital marketing to know that the Agency is not making use of unethical practices (for example: Using your website to divert the traffic or leads to other beneficiaries of the Agency).
5. Agreeing on SMART goals
Specific, Measurable, Attainable, Relevant and Time bound Goals are to be agreed upon between you and your digital marketing department/agency. As a Real Estate developer you can take this as an example, Goal : generating 250 leads from website in a month for the units in your project. If you take another look at the goal that we have set you will be able to figure out that it is SMART.
In the case where the goal is not achieved within the stipulated time you will always be able to explore the reasons for it and asking what could be done to achieve it, giving you the further course of actions to be taken.
6. Ensure highest level of coordination with your Digital Marketing department/agency
You can’t turn blind eye towards your digital marketing campaigns once you are assured that the internal Digital Marketing department or an external Digital Marketing agency is working towards your digital campaigns, there are a lot of expectation from their side that are to be fulfilled. In case of internal department the department manager should be able to coordinate with all the other departments in the organization but in case of external agency you have to be on your toes to provide what the agency asks for and to have a constant communication so that there are no gaps in the execution and everything stays on track. for example, making CDR files (digital archive of photos and layouts for your project) readily available, providing pictures and information about the project’s construction stage, providing access to your social media pages for social updates and promptly handling any other requirements and queries from the Agency side.
7. Designing a website is just one step towards using Digital marketing as a marketing channel, so be patient!
So you’ve got your website designed according to the marketing plans? Great! But let’s be practical, it’s just the first step towards your digital marketing objectives. Don’t yet start expecting that your website will overnight turn into a lead generating machine. There will be lot many efforts which are to be taken to increase your presence online and for your audience to start visiting your website. Ask your Digital Marketing Manager or Agency what are the planned activities that will increase your presence, or to capture leads, what changes are to be made to achieve the set SMART goals etc.
8. Over representation of offerings to attract attention would do more bad than good
Always make sure that you are not displaying what you will not be able to deliver on your digital assets, whether it is your website or social media pages, because it will do more damage to you than good. Displaying prices that are way too lower than actual pricing, for example displaying 2BHK@25 Lac when the actual cost will go till 35Lac or mentioning specifications and amenities that are not present in the actual project ,this way you might receive a bit of higher attention from your audience by such publications over website and social media pages, but if during the physical site visit the customer comes to know that you are publishing fake details he might just publish a negative review on the net which might turn viral and you will face the brunt when below the link of your website a link appears showing negative remark about your project.
9. Keep yourself updated with basics of digital marketing
Well if you are reading this article and you are a developer, it means that you are taking steps to increase your awareness about Digital marketing. And I must appreciate that you are on the right track and will surely do great with your Digital marketing endeavors. Knowing the terms and advancements in digital marketing field will help you with the discussions that you have with the people that you have hired for digital marketing, set realistic goals, come up with great ideas and most of all stay aware of what is happening under your nose. You don’t have to indulge too much but a little effort would help you go a long way and render highly effective digital marketing campaigns.
Wireframing is a quick and effective way to identify usability issues early on in your design process.
If you are a web designer, I am sure you are familiar with wireframing and if you are a user experience (UX) designer, like myself, you probably spend a large percentage of your time creating wireframes either by hand with paper and pencil or using a digital tool like Proto.io.
This article is for those of you who have heard the term and would like to learn more about why wireframes should play an important role in your design process. We’ll also cover how they can best be utilised in conversations with relevant stakeholders and clients.
Let’s Start Off With Answering The Question “What Is A Wireframe?”
I like thinking about a wireframe like a skeleton of the page. This skeleton is a two-dimensional depiction of a page’s interface that shows the spacing of elements on the page, how content is prioritised, what functionalities are available, and how users will interact with the site. They also play a vital role in connecting information architecture to the visual aspects of the design by showing pathways between the various pages. Wireframes are intentionally void of color, graphics, and stylised fonts.
If we don’t have a strong skeleton to start, then all the stuff we put on top of it, like the functionalities or style, really don’t stand a chance.
Think about the process of building a new house. If you focus all your energy on the interior design, like the colors of the walls and the fabric for the couches, rather than the blueprint of the structure of the house, do you think it will serve its purpose? Probably not. Starting with the interior design, rather than the foundational structure of the home, is counterintuitive.
What Should Not Be Included In A Wireframe?
It is really important to keep your wireframes simple. This is because the point of wireframing, as stated above, is to show how elements are laid out on the page and how the site navigation should work. Too many colors or images can distract the reader from focusing on the layout and navigational elements. Make sure to eliminate or reduce the use of color, images, graphics, and stylized fonts to achieve your goal of depicting a simple visual representation of the skeleton.
Keep these in mind:
Keep your colors to grays, whites, and blacks.
Use a generic font. This helps prevent the user from being distracted by the style of the typography. Showing the hierarchy of information through font is still important, though, and can be shown through simply changing the size of the font and whether it is “regular,” “italic,” or “bold.”
Avoid highly stylized graphics and images. Instead, I suggest using rectangles and squares as placeholders, adding an “x” through the middle of the box to show where the image will be placed. You can also do the same thing to show where videos will be positioned with a triangle as a play button at the center of the box.
The 5 Main Reasons To Use Wireframes
1. Wireframes are a great tool to get your clients to focus on what you want them to think about early in the design process.
Wireframes are a great way to walk clients and stakeholders through the structure of your designs without giving them a chance to get distracted by colors and images. If the goal of your meeting is to get your clients to think about what elements should be on the page and how those elements will function on the site, simply taking out colors, images, and stylised pages makes it much more straightforward. You can then easily gather feedback from your client and stakeholders on the site’s navigation and allocation of elements on the pages. Rather than them focussing on how the color red is “just not working for them” as a call-to-action button. It sounds funny, but it happens a lot!
2. Wireframes allow you to map out the functionality of the pages, catch problems early, and save time on revisions later.
It is much less painful to make changes to a wireframe than to a high fidelity mockup with lots of design elements. Having to rework a high fidelity mockup takes a lot more time to make changes. If you invest the time in thinking through the functionality of the pages through wireframing early on in your design process, you will be so happy you did. It is definitely time well spent and highly efficient.
In other words, mapping out the functionality early will reduce the amount of back and forth that often comes with the development phase. It is definitely easier to rewrite the function in a wireframe, compared to a web application.
3. Wireframing allows you the opportunity to get to know your client better.
You will start seeing patterns in behaviors and motivations the more time you spend with your client. Over time, the knowledge you gain from their feedback will only impact how best to work with them in the future and how to make your time with them most productive. Wireframing is also a great way to get your clients to focus. Clients like to jump five steps ahead because it is exciting to start thinking about the end product. But eliminating opportunities for clients to get distracted from thinking about functionality and structure of the design will be something you will find greatly rewarding.
4. Wireframing is a great tool for gathering feedback and figuring out flaws early.
If efficiency is a goal of yours, which most likely it is, then wireframing is where you should start. There might be occasions where you feel pressured to start designing a high fidelity mockup right off the bat due to time or money constraints. Try to remember that without gathering quality feedback early, you might create a more painstaking and time-consuming revision process later, making everything much less efficient.
5. Wireframes are a great way to prioritise content by helping reveal space constraints and designing the hierarchy of elements on the page.
Having the opportunity early on to to visualise the hierarchy of your pages and begin visually displaying the space constraints will save you a lot of time later when you begin stylizing the pages and filling them with content. You should be gathering feedback on your wireframes from stakeholders, quickly moving things around on your wireframes based on the feedback you receive, gather feedback again, and iterate until you reach your intended goal.
Wireframes push usability to the forefront and using them is a strong way to illustrate the layout of pages and the functionality of the elements on the page.
Using wireframes early on in the design process forces you and your clients to look objectively at ease of use, conversion paths, element placement, and helps point out flaws early. These are all things that lead to intuitive, functional, and delightful products.
12 Simple Tactics to Increase Your Social Media Shares
Part of building up your audience is getting people to engage with and share your content. This means spending time creating content that resonates with your network and entices them to share. In this post I’ll go over some simple tactics to help you increase your social media shares.
1. Share Content More than Once
One of the best ways to get more content shares is to share the content more than once. Use a different photo, and change the caption up but lead to the same article. Getting in the habit of sharing content more than once also lets you get to know what kind of images, messaging and hashtags work with your audience, and can help determine when your audience is the most active.
2. Create Content that Adds Value to Your Customer
People won’t care to share things that don’t add value to their life. This can mean informing them about unexpected ways to use your product, or just giving them a beautiful photo to look at. This means figuring out what matters to your audience, from what activities their involved in to what they do in their spare time.
3. Create “Snackable” Content
Snackable content is content created around sharing information in a quick and easily digestible form. This makes it ideal for sharing a lot of information in a small amount of room. Snackable content includes quotes, infographics, and stats. Get creative in the way the information is presented. To learn more about snackable content read: How to Create Snackable Content
4. Share Posts When Followers are Active
Figuring out when your followers are online and active is essential to getting the most impact out of each of social media post. Use in network analytics tools (like the new Twitter Dashboard) to help you determine which time your audience is on. You can also use third party tools to calculate when your audience is on.
5. Provide Context in Headlines/Messaging
Your headline can make or break your readers’ choice to click through to your article or blog post. Make sure headlines and messaging offer context into what the reader will get out of the content. Use action and descriptive words to entice readers to interact with you. Never exaggerate the benefits of your post, or be misleading – that will only hurt you as readers will not trust your content anymore.
6. Make Social Media Share Buttons Easy to Find
Your follow and share buttons should be easily found on your site. Popular places for these buttons are website headers, footers, or in sidebars. Your post itself should include social media sharing buttons. Another thing to remember is to clearly mark which buttons do what on your site. Confusion on which buttons do what won’t encourage people to share.
7. Add Sharing Buttons and Light Boxes to Your Website Articles and Posts.
I use AddThis.com for the floating share bar you see on my blog. SumoMe also provides a slew of tools to make your website social media friendly.
8. Pre-Populate Share Messaging
The less work your readers and sharers have to do the better! Some social media share services will allow you to populate your own messaging and hashtags into shares. If your service does not allow you to adjust captions make sure you adjust elements appropriately to pull your post title and tag your handle. Don’t forget the same goes for emails and newsletters as well.
9. Photos Matter
Try to include a good image in your post. Some sites, like Pinterest or Facebook will pull the post’s featured image – and including images increases shares. Here are a few ways to create visual content on the go. If you are using a photo to promote your content make sure the photo is sized correctly for the specific network you’re sharing it on.
10. Try “Click to Tweet” Options
Click to Tweet lets you choose parts of your post that your reader can simply click on to tweet. I love this option because it allows you to pull snippets from text and is easy for the reader to use. I use a plugin, but if your site isn’t on WordPress you can try ClickToTweet.com or run Google search for click to tweet services.
11. Use Calls to Action
Take it back to old fashioned called to action. Ask your audience (nicely) to share your post if they’ve enjoyed it. Include this messaging in landing pages.
12. Share Lifestyle and Related Content from Other Sources
Customers don’t necessarily always want to hear about you. Break up posts with shares from related brands or lifestyle content. Even if a piece of content that isn’t yours gets a slew of shares, this still brings visibility to your account. Lifestyle content can include quotes, industry stats, or images and videos that relate to your target audience. These types of images tend to get re-shared and interacted with more often that other more brand related material. Not sure what lifestyle content is? Read up and get some lifestyle content ideas here.
Get an initial boost from friends, family and employees.
Increasing social media shares on your website, posts or campaign requires well thought out (preferably brand related) content that adds value, messages that entices sharing, and making these pieces easy to share. I know, easier said than done – but well worth the effort when you see the shares start coming in.
Social is all about sharing and the aim of that sharing is to boost engagement.
Sure, it’s carried out differently on different platforms – on Facebook, for example, conversations are usually more drawn-out, while on Twitter, short answers are preferred. On Instagram, on the other hand, it’s a good practice to pose a question/CTA in the first line of the photo caption itself, as well as comment on the feeds/images of those you want to follow you back.
If you’re looking to generate more engagement with your social media content, here are some tips that can help stimulate audience response.
1. Promote user comments on your social channel
An excellent example of this is The New York Times – they regularly highlight reader comments on their social channels, giving their followers another reason to click-through on their posts.
Instead of only promoting your own posts and products, comments you’ve received on your blog can also have their own value in a content sense. This puts the spotlight on the user and gives other readers a reason to not just comment but to consider the information from another perspective.
As with all user-generated content, you should ensure the user is aware their comments are being used in this way, but it can be a good way to utilize the engagement you’re already seeing to inspire further discussion.
2. Paraphrase third-party articles with thought-provoking commentary
Don’t just retweet or share, add your two cents to the articles that you like and which you feel would be pertinent to your own user base.
For examplee, instead of hitting retweet or the share button for an article, sum it up in your own words and in a manner that speaks directly to your audience.
Can you bring a new viewpoint to the article you are sharing? Can you detail why you like the article and want others to read it?
Give your followers a reason to click on the content you share, whether it’s your own or someone else’s. In general, wherever you post on social, make sure you’re giving people something worthwhile to mull over.
3. Summarize your own content with intriguing images
While it can be time-consuming to find the perfect image to go with a blog post, it is time well-spent. An interesting image can stop a user in their tracks while scrolling down their feed.
There’s plenty of research available to support this claim, and virtually every top blogger will tell you that the use of images, or any visual form of media, helps in getting more user attention. Even Facebook business Pages see 94% more views for articles with images than those without.
If there are days when you can’t find any images or GIFs to go with your content, look at creating a quote image. There’s a number of applications that can help with this – simply pull out the best quote in your blog post and put it on an interesting background. There’s something about a spotlighted quote that immediately grabs people’s attention, and these tend to perform well on all social platforms.
4. Stop making hyperbolic claims
Let’s be real – you’re probably not going to cure someone’s chronic insomnia with a single blog post, nor is it likely that yours is the only article they would ever have to read to learn everything there is to know about SEO.
Hyperbole in headlines may have been a clever new ploy at one point, but it’s getting stale. It annoys people and compromises credibility. An article might, with its superlative headline, get people to click, but if the content within the post doesn’t live up to that initial promise, readers will be disappointed. And if you do this over and over again, readers will catch on to your trick and will start to give your posts a pass in their feeds, or even unsubscribe entirely.
Keep the headlines and tweets truthful, even if you need to dress them up with marketing lingo. Find creative ways of grabbing user attention – headlines are, after all, very important, but don’t twist the facts just to get more clicks/views. Such an approach is short-sighted and will ultimately prove counter-productive.
Hoaxy is a new search engine designed to help reporters, researchers and the general public find information on the spread of unverified news stories.
Researchers at Indiana University have developed a search engine designed to explore the means in which fake news is spread. The engine, appropriately named Hoaxy, is a joint project between the University and the Center of Complex Networks and Systems Research.
Using web crawlers – bots designed to automatically scroll through and identify specific types of web content – Hoaxy finds fake news articles that line up with links that appear on independent, third-party fact-checker sites like factcheck.org and Snopes.com. An API then scans the path these links take through social networks.
Indiana University researchers are collecting the data, which will ultimately feed into a visualized dashboard. While Hoaxy is not built to definitively determine which content is verified versus “fake,” it does present related articles and content to provide more context and information.
This utility could be helpful to reporters and researchers who want to see where a story came from, how it was spread and if any contradictory perspectives exist on the web that might serve to debunk its content.
For example, one particular fake news site – designed to look like ABC News – shared a story about President Obama signing an executive order to ban the pledge of allegiance in schools. By entering the URL into Hoaxy, you will see the content debunked by two third-party sites (in orange). Below that, purple rows show the top spreaders of the news.
The same researches behind Hoaxy have been studying fake news for more than a decade, and a prior experience found that nearly three-fourths of people placed blind faith in content shared by their friends – even to the degree of sharing personal information on phishing sites shared within their close networks.
What’s more, they learned – even ten years ago – that fake news can drive ad revenue. In a test, the researchers placed ads on a fake news site that contained a disclaimer stating that the content above was completely false and meaningless. Despite this message, the team received continual earnings from the ads.
The popularity of LinkedIn marketing has increased steadily over the years. It can however still be a difficult channel to navigate for those who are unfamiliar with the platform.
Every person reading this article has undoubtedly heard of LinkedIn before, and considering that the social networking site now has more than 450 million users, chances are, everyone reading this has a LinkedIn profile as well. The efficacy and frequency of using LinkedIn, however, can vary drastically from person to person and company to company.
There are four primary aspects you should be focusing on when starting a LinkedIn marketing campaign:
Personal LinkedIn profiles
Company LinkedIn pages
This article will break down some best practices for each topic, as well as some tips and tricks to help you get the most out of your LinkedIn efforts.
Personal LinkedIn Profiles
When was the last time you updated your LinkedIn profile? Chances are, it was the last time you were looking for a job. Many people (marketers included!) forget to regularly update their LinkedIn profile until they have some reason to use it. Keeping your LinkedIn profile professional and current can help with your marketing efforts, however, as it is not only a reflection on you but your company as well.
Here are some quick tips to optimize your personal profile for LinkedIn marketing:
1. Use a professional photo
This should be a given, but it still amazes me how many people have unprofessional photos (or no photo at all) on their LinkedIn profile. You don’t need an expert photographer to make it a good shot, but the image should be high-quality and not pixelated. Your appearance should be neat and professional for your industry, and the lighting in the photo should be flattering. Bright sunlight, casual clothes, and candid photos usually make for bad profile pictures.
2. Keep your profile updated
If the last time you updated your profile was five years ago when you switched jobs, it’s definitely time to give your details an update. By keeping your profile up to date and filled out, you’ll look less spammy when you’re engaging with people or LinkedIn groups as part of your marketing efforts. Make sure each section is filled out and is up to date with your current job, skill set, and any other professional details. Consider adding a header image, listing certifications, and sharing your portfolio or website if relevant.
3. Connect with the right people
Connections are an important part of LinkedIn marketing. When you share, like, or post content to your personal page, your connections and followers will be able to see and share those posts in return. This can help drive traffic to your blog, promote a new ebook, or just allow connections to see an interesting article or piece of news. That being said, throwing out connection requests left and right will make you look like a spammer or a fake profile and deter people from connecting with you. If you do want to connect with people you don’t know or are unfamiliar with, feel free to tell them why in your connection request. This can be anything from looking for local networking opportunities to the fact that you follow and enjoy their blog.
4. Encourage your coworkers to optimize their profiles as well
While marketing and sales employees are usually leading the charge, getting other employees engaged in your efforts can be beneficial to your LinkedIn marketing efforts as well. Engineers and technical staff can bring a breadth of knowledge to discussions or promote themselves as thought leaders in your industry, while your CEO or other executives can help raise brand awareness and promote your company on a higher level.
5. Take advantage of LinkedIn Pulse
Using LinkedIn’s blogging platform is a great way to position yourself as a thought leader, get more followers and connections, and boost your marketing efforts. If you currently have a blogging strategy in place, consider diverting one or two posts a month to LinkedIn Pulse. You can embed relevant links in your post to lead readers back to your website, increasing your traffic and promoting your lead-generation efforts if you divert them toward gated content.
6. Join and use LinkedIn groups
We’ll talk about some more specific best practices for LinkedIn groups later in this post, but because you can only post to groups from personal accounts, there will be a blurb included in this section as well. Joining industry-specific or relevant groups gives you an avenue to start discussions, crowdsource sentiment, or ask or answer questions. This can help build your reputation and promote your company, and it allows you to share your content (but do so sparingly). You should encourage a wide variety of employees across your organization to join LinkedIn groups so that one single person isn’t responsible for all the posts.
Company LinkedIn Pages
Company pages are another important aspect of your LinkedIn marketing strategy. This page will represent your company as a whole and can be used for marketing, recruitment, sales, and more. For the most part, the same best practices that you use on your profile page will apply here but with a few key differences.
Here are some tips for making sure your company page is the best it can be:
7. Optimize your page
Just like how you should optimize your personal profile, you should be optimizing your company page as well. Add a professional image or logo to help with branding and fill out the details section to help people become familiar with your company. You can post careers and news updates as well, to keep people interested in your company.
8. Share content
You should be sharing content to your personal LinkedIn page, but you should also be sharing blog posts, ebooks, and other content that you create on your company LinkedIn page. When followers see and engage with your posts, it will once again help drive traffic, generate leads, and boost your social reach as your content spreads.
9. Add showcase pages
If your company is multifaceted, it might be wise to add showcase pages. These will show the different subsets of your company and help direct visitors in the right direction. This is especially important if you have numerous visitors who are interested in vastly different topics. Google is a good example. Marketers visiting Google’s page might be interested in AdWords, whereas an IT executive might be doing research by using Google for Work. The showcase page allows these different personas to quickly find the content they’re looking for.
Groups are one of the most compelling aspects of LinkedIn marketing and can be a treasure trove of resources for those willing to take the plunge. Not only do groups make up a valuable marketing tool, but groups can also help you with professional development, networking, and job-seeking as well. There are a countless number of groups dedicated to every industry, profession, and topic imaginable, so every employee at your business should be able to find a few LinkedIn groups that are relevant to his or her practice area or job title. Like we mentioned before, you can only join and post to LinkedIn groups from a personal profile.
Here are some tips for using groups when marketing on LinkedIn:
10. Pay attention to the description and rules
When looking for LinkedIn groups, you might be tempted to join every group you come across. This approach is generally frowned upon, however—and for good reason. You’ll want to choose groups based on a variety of factors such as the number of members, the topic, and the rules. Groups with very few people probably aren’t very active, and sharing promotional content is prohibited in a number of LinkedIn groups. You’ll want to carefully read the description of each group to make sure you’re not infringing on any rules, as well as to make sure it’s aligned with your goals for joining the group. If you’re a marketer, you’d want to join groups relevant to your target audience that also allow promotional advertisements or blog posts.
11. Share content (sparingly)
Just like how it might be tempting to join a plethora of unrelated groups, it also might be tempting to post every blog article you write or ebook you create to each group you’ve joined. This is generally a bad habit to get into for a variety of reasons, but mostly because it makes you look like a spambot. While sharing content to groups is a great marketing tactic on LinkedIn, there’s a fine line between helpful and annoying. Try to target your content to specific groups that might be interested in it and don’t post there every day. The last thing you want to do is to have people grow tired of you or, worse, remove you from the group.
12. Promote discussion
There are a number of ways you can promote discussion, but one of the easiest ways is to do so during your marketing efforts. Don’t just share blog post after blog post to LinkedIn groups—take this as an opportunity to get feedback on your writing and opinions. If you’re sharing a list-based post, ask readers if there are any other features or items they’d add to the list. If you’re blogging about a new product or technology, ask for opinions on it. These will not only give you opportunities to reflect on your blogging but also to see how it resonates with your target audience. Additionally, you can use LinkedIn groups to ask questions of other users. If you’re struggling with a certain aspect of marketing, it might be beneficial to ask for tips or to see if anyone else had trouble with your particular issue.
Paid advertising is one of the most interesting marketing features on LinkedIn. There are a few different options, depending on your needs and goals, including Sponsored InMail, Text Advertisements, and Sponsored Updates. These ads allow you to target your audience based on the wide breadth of demographic data that users provide LinkedIn with, making them a powerful addition to your LinkedIn marketing efforts. This is another reason why it’s so important to optimize your company page, seeing as how paid advertisements can direct traffic back to your company page and drive brand awareness.
A few best practices to keep in mind when advertising on LinkedIn:
13. Write compelling copy
LIke any paid advertisement you’ve created in the past, LinkedIn ads also perform best when there is compelling copy involved. Even though space is limited on advertisements, you’ll want to make sure that everyone who sees your ad has a clear idea of what value they’re getting by clicking on your ad. Vague wording oftentimes will drive readers away and prevent you from getting your desired click-through rate.
14. Include a call to action
While this should be common sense to any marketer, it can be easy to slip up once in a while. That being said, it’s imperative to include some sort of call to action (CTA) in your advertisements. Whether or not you’re offering an ebook download, a free trial, or a coupon code, it’s important to tell readers why your advertisement should be clicked on. What value are they getting out of this offer? It’s your job to tell them.
15. Choose an engaging image
Bright colors can draw the viewer’s eye, but neon orange and bright pink might not be the best choices in ad colors. Make sure your image looks clear and interesting when you preview your ads. Low-quality images or pictures with text can come across as pixelated and unprofessional if you’re not careful; images that are too busy can turn off your audience from reading further.
16. Experiment with targeting
LinkedIn’s advertising features offer a wide variety of targeting criteria. So much so that it might be overwhelming when you’re launching your first campaign. You can add filters such as job title, industry, and location. You can even target companies based on their name, if you want to be that specific. It’s important to start off with a wide net and narrow it down from there. If you’re too specific, you can miss out on a valuable audience. However, if you’re targeting too many people, you can be wasting your ad spend on clicks from unqualified or uninterested users. It can be a tricky line to walk, so it’s important that you regularly review your campaigns and experiment with different audiences to see which options perform best.
17. Optimize often
Just like how you should review and alter your target audience, it’s important to review your overall campaign and performance as well. LinkedIn marketing is just like any other channel or campaign in the fact that you should be regularly updating, testing, and optimizing your ads to make sure that they’re performing to the best of their ability. Try switching up copy, CTA, or image from time to time to make sure that a particular aspect of your ads isn’t hurting its performance. You can also experiment with different offers or products. Just because one ebook doesn’t perform particularly well, it doesn’t mean that your next ebook won’t have stellar results.
While LinkedIn marketing is multifaceted and has numerous nuances, there are a number of best practices that are the same across many aspects of marketing. Hopefully, this guide has given you better insight into how to navigate LinkedIn and why this platform is so important to marketers. Whether or not you’re using paid advertising, or simply just promoting your blog posts to groups, LinkedIn can provide you and your company with a number of opportunities to create awareness, generate leads, and increase traffic—whatever your goals may be.
Logo design is one of the most important aspects of any brand or business in the world today.
It’s usually the first thing you see when you are driving down the street, or visiting a website for the first time. With so much importance on logo design, why do some brands do it better than others?
In most cases, logo design and branding is all about the work that goes into a product or service before it’s actually launched. This is something that can be seen in our evolution of logos blog post. Great logo designs don’t just happen by mistake… and in most cases, it’s the product or service that make the logo, not the other way around.
With all of this logo design talk going on, we wanted to reach out to some industry experts and get their expertise on this topic as well.
Here’s what 23 different content creation and marketing experts had to say.
How important is a logo design for your existing brand or business?
Your company logo has several jobs so it’s important to get it right.
1) With a single image, your logo tells prospects and current customers alike what you stand for. Your logo should clearly project what your company does. If your name doesn’t do it alone, be sure the logo includes a tagline that does.
Unless you are a nationally known brand, avoid the temptation to be cute and use images that don’t clearly identify the product our service your company provides.
2) Remember that your logo needs to look good in a variety of sizes – everything from a billboard to a business card. When working with a designer, be sure it looks great both large and small.
If you’re on a budget, keep in mind that the more colors your logo has, the more expensive it will be to print on anything. Stick to “standard” colors and keep it to a maximum of three. Be sure your colors are easily replicated on the web too.
3) Finally, choose fonts that are easy to read. Thin cursive or narrow fonts may look good on a computer screen, but become difficult to read on paper. Bold fonts that capture the eye are almost always better.
Brand identification is changing right along with the other shifts social media has brought about. It is no longer as much about the company logo, the colors, or whether we use our middle initial in visual materials or not; it is now about “Social ID”—our voice and the way we socially present ourselves online.
What is your Social ID? What identifies your brand (personal or corporate) throughout your social media interactions and offerings? If your answer includes the colors of your website, you need to think very carefully about where you are focusing your brand identity efforts. I’m not suggesting that colors and logos and graphic elements are not important, but I am suggesting that the way you interact with others online is the brand identification factor that will catch the most attention… and hold it the longest.
A Brand is what a Business does… a Reputation is what people Remember and Share.
A logo’s design looks different depending on if you have an offline business that sells physical products or an online business that sells digital products or services. You should be very clear about your expectations and explain to your graphic artist what your business is about.
It’s important to have a site that is customized and presents a professional image of your brand. If you can’t afford to hire a graphic artist you can create your logo yourself via different online tools. Your logo should be in alignment with the overall look of your site. For more information, you should check this post to learn web design basics.
Logo design is important for a brand. It creates a cohesive element to the overall visual branding. But to be honest, more importantly is the tagline and mission statement that supports the logo. Too many entrepreneurs spend so much time on logo design, becoming frustrated over colors and font styles, when they should actually be MORE focused on the messaging behind the logo. I work with entrepreneurs and help them to step into the thought leader they already are–just by positioning the content for their brand in a strategic way. This work always starts with asking these two questions: What is the ONE thing you want to be known for in your industry/niche? and What is your brand’s mission? Answering these two questions are game-changers for brands–because when you fully embrace your expertise and have a mission, you become unstoppable. And your messaging reaches the right people–and that’s when your brand grows and your tribe rallies around your cause.
To me the logo helps set the stage for people to define in their minds what our company is about. From the start, we set out to give people a good feeling about working with us. We are positive people and we make people feel good. With a name like The Happy Guy Marketing, a smiley face was a no-brainer base for our logo design. So the logo had to convey both a positive feeling and a sense of energy (because we get things done!) Here are the three iterations of our current logo at http://THGMwriters.com when we were designing the new logo.
Here is what the previous logo looked like, so you can see the improvement. Note that this was also professionally designed, but we felt that it was looking a little too 1990s:
Now, if you really want to see what a difference a professionally designed logo makes, here’s the original one I drew up back in 2004:
Here’s a great example of how we combined talking heads and animation and costumes for a little extra punch.
Your logo is a critical element of your brand and business image. It’s the ‘face’ of your business and often not just the first thing potential customers see, but the one thing that they’ll see multiple times in different places that’s associated with your business.
Your website. Your Facebook Page. Your Twitter profile. Your business card.
Over and over, customers have the potential to be exposed to your brand, but in each instance, we have varying levels of control over that experience.
Therefore, not only is it important that you have a professional logo that’s memorable and representative of your business, but also that it’s consistent everywhere.
A logo is a visual shortcut to your brand, often creating a neural bridge from visual (which is more easily memorized) to a name and experience. For many businesses the logo is the cornerstone of their marketing efforts, but for others, it’s a footnote.
While a logo is almost always represented as a graphic, the more important consideration is Brand Identity and Brand Messaging. A Brand Identify, which is often articulated through the Logo, can also be something like your CEO being recognizable through their beard, bowtie wearing, their accent or method of presenting (just some examples). The content that typically works best for them is the content that contains their Brand Identity, both making it easily recognizable (like a logo), but also contributing to and benefiting from their Brand Messaging.
So when evaluating your need for a Logo, it’s more important to spend time first articulating your Brand Identity and Brand Messaging, and determining how those two factors should be visualized and utilized.
A logo evokes a certain feeling about a brand. At first, the feeling might be ‘Never seen it before, can it be trusted?’ The goal of a brand is to take their first-time viewer/reader/visitor from that to ‘I know exactly what it is and I love it!’ The thing is that a logo doesn’t do that. You, your team, your products, your customer service, your content is what gets your user from A to B. And your logo eventually becomes the symbol of that trust that YOU have worked so hard for. That’s what makes it so dang important!
When it comes time to create a new logo design for a product, brand or website, I like to let my audience decide on the winning logo. To set this up, I would start with a simple concept design in my mind, then write it up and submit it to an online designer marketplace. From here I could then gain access to several different designs and pick a handful that I enjoy the most. The next step in this process would be to combine all of the logos I like, then assign them each a number and post it to all of my social media outlets. This will allow all of my site visitors, friends and family to provide their feedback on the logo design and let me know which one the general audience likes.
Long story short… when it comes to logo design and branding, don’t just create or pick a random design simply because you like it. Make sure your audience likes it too!
I think too many beginning businesses pay too much attention to logo design, but too many experienced businesses pay too little attention.
When you are first starting out your logo doesn’t matter that much–plus you don’t have the budget to have a really good one designed.
Not that you shouldn’t take any care in selecting a logo for your business.
Your logo will influence the overall feel and message of your brand, so make sure what you create is inline with that, but don’t worry about getting it perfect right away.
Do make sure you hire a professional though. It is very easy to tell when someone has designed a logo themselves and that can really hurt your brand, because it makes you seem less legitimate and serious.
Later on, though, once your brand is more established, you can evolve and change your logo.
We recently redesigned our logo at Simple Programmer to be a much more simple and elegant design.
We couldn’t have done this from the beginning because we didn’t know enough about the company and the direction we’d ultimately go to know what the perfect logo should “feel” like.
So, my advice is to get a professional logo from the start, but don’t spend too much money on it and don’t sweat it all that much.
Count on later making revisions or redesigning it completely.
Many big consumer brands have gone through dozens of logo revisions and you don’t even notice.
Your logo is often the first introduction that someone has to your business. Just like someone sums you up as a person within the first few seconds of meeting you, before you ever open your mouth, people judge your business based on your logo, before they ever interact with anyone at your company. You want to make certain that it is a favorable impressionable that you are making. It is also your opportunity to show people what your company represents, whether it represents innovation, security, and stability, energetic, youthfulness, creativity, or whatever it is that uniquely represents your brand identity.
Your logo sets the tone of your business. Generally, it is the first impression your makes with your customers. Your logo is the first thing that people see on your web site, business cards, or when they see your store front. The logo needs to create trust and sense of professionalism. Most importantly your logo is what people last remember about your business. A strong logo can trigger people remember the business. For example when you think about the two-tailed mermaid, check mark, bull with wings or bull’s eye symbol, it would be easy to recall the businesses associated to each of those images. This strong branding first starts at the logo level. So never underestimate the power of good logo design because at the end of day it could make or break your business.
Logos are a critical aspect of marketing any businesses. Hence, having a well-designed logo should be one of the first priorities, as it can contribute to the company success. Choose a unique image that properly represents your business goal, something comprehensible to potential customers. You must aim to an instant recognition among your audience.
Remember, logo design establishes your identity. It represents your business values and principles. That single image can change the future of your company!
One of the things that is important to any business is brand recognition. One of the principles the mind uses to determine who they want to work with is what they remember. Being memorable in business is a critical part of one’s success. When I created the logo for Massachusetts Real Estate Exposure, I wanted to make it something that would stand out while also delivering my main message. “Marketing like no other Massachusetts Realtor”. Branding is important on so many levels and should never be overlooked by any business.
I feel a logo design is important for your existing brand or business. First, it turns you from a blog to a brand. If people want to make money from blogging, they need to change their mindset from that of a blogger to the mindset of a content marketer. People are used to giving their money to businesses. Businesses have logos. Logos also make the blogger seem more credible in the eyes of the reader or the consumer. If Nike has a logo, and they are trustworthy, perhaps the blogger with a logo is trustworthy as well. I would highly recommend it for serious bloggers or content marketers.
I think a quality logo that helps tell people who you are and what you do can be incredibly helpful to the success of your website and your business. However, I don’t believe anyone should put off launching their website because they are waiting on a graphic artist to create their logo. I have succeeded mostly because I choose to do the work of promoting my site in spite of not having a great logo. In actuality, being a blind business owner I have no way of even knowing if my logo is working. I have a couple of great logos that were created for me by my friends. Lorraine Reguly came up with the one for theblindblogger.net and Kelly Corbin created the one for midway marketplace.com Unfortunately, I had to stop using it because it turned out the image we used was the property of another business. Kelly had no way of knowing this as she found the original image on a royalty free site. So, that site doesn’t currently have a logo. I would advise to spend your time creating good content and promoting the heck out of it. And on a related note, I also wouldn’t stress over business cards or other promotional materials. If you do your part and engage people at networking events a plain white card will make just as much of an impression as a glossy colored laminated one. It’s all about sharing your story, solving problems, providing a service, etc. Or as I like to tell people you have to decide to find solutions instead of making excuses.
I wanted a strong logo for Build Your Own Blog and invested in getting one created because I saw how effective a quality logo is for online business with my previous logo for freelance copywriting services. That logo helped me stand out from the crowd and get noticed.
With my current venture Build Your Own Blog I wanted that same effective branding. So I asked a talented designer I work with to created one.
The favicon symbol in the logo is my favorite part. People have said the symbol reflects a sense of building something. It’s a symbol of strength and makes one think of a steel chain link. That’s an important branding element that fits nicely with what the site wants to accomplish.
My recommendation for any online business is to invest as much as your budget allows into a logo that actually impacts people. You want it to stick in their mind and it should be memorable. If you (like me) are not a professional designer I would not try to do this on your own. Find an experienced logo designer and work with them. Don’t go the cheapest route just to have a logo. If it looks goofy or is a turn off then you are hurting your online business.
For me personally, I try not to think too much about my logo design. I think though, it depends on each business of their audience. My audience are very much visiting me for my content and the services I offer. Would investing a few thousand dollars in a new logo for a positive effect on my brand? It probably would, and a long-term thing to think about would be the design and color of my site as it relates to the logo and brand as well.
That said, it’s far from a priority for me right now. It’s a bit like changing the colours on buy now buttons. It might have a positive effect, but it’s not worth the time investment at this stage, when I can do far bigger things to improve my brand instead.
The logo is very important for creating a recognizing brand. Everyone loves good looking design, and the logo is something that a user sees first on a website, and especially on social media. For our business at Cross.Promo we decided to go for a colorful logo that grabs attention.
Logo design is key if you are super clear on picking a logo that aligns 100% with your brand. I picked green lettering, palm trees and my mug. All align with Blogging From Paradise, and each element in the logo bleeds through my brand. Then, any time someone sees the Blogging From Paradise logo on my 126 eBooks, my 20 audio books, my paperbacks, on my t-shirts or on my blog, they know specifically what the brand is about, and get more familiar with my brand. Which expands brand awareness, which of course, is a sweet thing!
I believe that a good logo can make a big difference for most companies; and while it’s certainly important to me as well, and I’m very pleased with the design, in my case, I feel like my actual name makes a bigger difference than the actual logo.
I’ve always been a huge fan of brands and logo designs my whole life. Whenever I start a new website or blog that I know I’m going to be putting a lot of time and focus into, the first thing I do is create a logo. The reason for this is simple… over the course of a few weeks, months or even years, millions of people could be visiting your site. Every time they see your logo, it helps build your brand and sticks in the minds of your audience.
A perfect example of this can be seen on my blog with the mascot guy of me in the top left corner. When I went live with my blog back in 2007, this image was quickly building my personal brand and is a well-known icon in the world of affiliate marketing and blogging today. Creating something unique like this to allow yourself to stand out from the crowd is a no-brainer!
Logo design — and design in general — is critical. Having high-end branding and design is critical to winning your prospects and customers over. A lot of people underestimate this, but I’ve found that a solid logo design is your first and possibly only chance to create a lasting impression and establish a relationship.
A logo is the “face” of your business. It is how your business is recognized. A logo reflects your personality and establishes your identity. Great logos tell a story. It can be a powerful tool for your brand.
We live in a world where users are exposed to literally hundreds of brands and logos every day. Possibly thousands. Consider Twitter and social networks and search and everything else out there are consumers are likely exposed to thousands rather than hundreds of brands every single day. But how many of these get instant recognition? McDonalds? Nike? These big boys have that holy grail. They are embedded in the minds of their consumers. But for most small businesses things are both different and the same. You still recognition. You need to be the first business to embed itself in the mind of your target audience. Your logo is a critical component of this recognition process. A visual aid for your business. So, to answer the original question – a logo is crucial to your success and in this fast paced environment it may just be more important than at any time before.
One of the biggest challenges faced when developing a mobile App is actually the part after you’ve created it.
The Launch and Promotion Strategy is absolutely essential to ensuring your App is a success. So if you’re looking for ways to successfully launch and promote your newly built App or want to discover new strategies to help increase downloads for your existing App, this App promotion guide will introduce you to 35 essential strategies that can be used to successfully launch, promote and increase downloads for your iPhone or Android App.
This thorough guide will teach you everything we’ve learned about launching and promoting your iPhone or Android App to ensure:
You’re easily discoverable on the App Stores
You Increase App Downloads
Increase App Referrals
Some of the strategies in this guide will need to be done at the same time or in a certain order, so rather than approach this resource as a step-by-step guide, use it as a checklist of strategies that you can implement at different stages of your launch.
App Store Optimization (ASO)
App Store Optimization (ASO) is the SEO of the App world, and a key part of mobile app marketing. The more you can do to optimize your App store listing page, the better your App will rank in the App stores – making it easier for potential users to discover you. This section is one of the most important steps of the Pre-Launch strategy and will need to be done at the same time as publishing your App to the Apple App Store or Google Play Store. Remember, regardless of how great your App might be, you are limiting it’s success by not following these steps:
1. Optimizing Your App Store Title
Your App Store Title is the name that appears on your App Store Listing, it’s also one of the first things a user will see when they are searching for your App. I can not stress how important it is to get this right. Your App Store Title should:
Clearly reflect your brand and business
Be easy to spell
Tell the user what your App does
If your App Name is already being used and isn’t unique, it will be harder for people to find you and could even lead to someone downloading the wrong App instead. Before you commit to your App Store Title, spend some time researching what already exists so you’re not competing against unlikely competitors.
Your App Store Title is limited to no longer than 50 characters, however, Apple recommends that you keep your App Name to around 23 characters or less for best results on every device, as long names will be truncated so users may not see all the characters.
2. App Icon Name
This is the name displayed under your App Icon after it has been downloaded onto the user’s device. Be aware that there is a 12 character limit to what you decide to name this section so if you have a long App Name, you’ll need to be creative in how you use this space.
3. App Store Description
You may be tempted to add unnecessary keywords to your description to improve your ASO but DON’T! Doing this could negatively affect your user’s experience so avoid trying to impress search engines and instead focus on writing content for real people. After all, this is your chance to tell potential users about how awesome your App is and convince them to download it. The first few sentences really need to grab your audience’s attention so make sure to highlight all the awesome benefits, incentives, features and functionalities of your app. Secondary information such as awards or accolades should be added at the end of the description as they don’t really tell the reader why they should download your App.
4. Choose the right category in the App Stores
An important part of ASO is making sure that your App is listed in the right category. Though this isn’t as relevant as your keywords, app icon and screenshots, it’s definitely something not to be brushed over. Apple App Store, for example, offers 25 different main category types with an optional ‘Other Category’ if you feel your App could benefit from further categorization.
For example, if you have an App for your Restaurant, you may want your Main Category to be ‘Food & Drink’ with your ‘Other Category’ as ‘Business’. Your ‘Main Category’ should always be the one that best defines the purpose of your App. If you’re unsure of which Category to list your App under, try searching for similar Apps to see where your competitors are listed. This will give you a good understanding of what you should and shouldn’t be doing.
I mentioned in section 3. how you shouldn’t use your description section to include unnecessary keywords, and that’s because the App Store has a dedicated keywords section to allow you to add them. Your chosen keywords will affect where your App will show up in search results, so be sure to research and choose these carefully. Put yourself in the mind of various users and think about what kind of words they might use to try and find you. There is a limit of 100 characters with words separated by commas. Apple recommends avoiding the following when creating you keywords:
Plurals of words already used in singular form (e.g. Don’t include “Dogs” if you’ve already used “Dog”)
Names of categories
Using the word “app” (You’re already in the App Store – we get it, you’re an App)
Unauthorized use of trademarked terms
Celebrity Names and other protected names, words or phrases (Don’t try sneaking in “Kim Kardashian” in your keywords to try and increase your search results).
Irrelevant terms not related to the app
Competitor app names (If you’ve created the next social media photo sharing app, don’t be tempted to include “Instagram”)
Inappropriate or offensive terms
6. App Icon
You know the saying ‘never judge a book by its cover’?
Well, sadly this doesn’t apply to your app and its app icon.
We live in a shallow world and your users are absolutely judging the quality of your app by its icon. Sorry.
It’s worthwhile investing a little time and money when designing your app icon. It’s one of the first things a user will see when searching for apps to download so it’s absolutely essential that you give a positive first impression. I recommend working with a graphic designer to create a beautiful icon that clearly shows the user that your App is a high-quality product. The best app icons are usually very simple with a clear logo that’s easily recognizable.
Look at some of the top app icons on your own phone and compare them against your own. Does your icon scream quality? Does it reflect your brand? Can you easily spot it on your phone when it’s hidden among the other apps on your phone?
Embrace simplicity and avoid overly detailed designs
Provide a single focus point that clearly identifies your app
Design a recognizable icon that users can quickly define
Use a simple background and avoid transparency
Only use words if they’re essential to your logo
Don’t include photos, screenshots or interface elements
Don’t try to copy any existing icons by Apple
Test your icon against different wallpapers
7. App Screenshots
To help users get a better understanding and feel for your app, the App Stores allow you to upload screenshots of your App. You can either simply upload screenshots taken straight from your App or for best results you can create great looking graphics that enhance the user experience. Take screenshots of the most exciting screens of your App that best display its use and features.
8. Setting Your App Download Price
Determining whether your app is free or paid depends on how you intend to generate money from it. Here are a couple of pricing options for you:
For many small businesses who want to use their app to boost sales by encouraging customer loyalty or simply improving the buyer journey, you’d expect the app to be available for free. For those who intend to make money from ads inside the app, again it makes sense to provide a freemium model (potentially with the ability to upgrade to an ad-free version for a small fee.) The idea behind this is to get as many downloads as possible.
Best for Business Apps and Social Apps.
FREE with the ability to UPGRADE FOR ONE TIME FEE:
Other options include providing a limited features version of an app for free and then encouraging users to upgrade to the full version for a one-off fee. If you’ve created a recipe booklet app, you could offer a free version of your app that has only a handful of recipes – if users enjoy what you offer, they can then upgrade to the full version by paying a one time fee.
Best for Interactive Tools and Products like Fitness Apps, Utility Apps, Games, Travel etc.
It’s human nature to want to price your app so you’ll earn good money with your downloads but ensure you do your research to learn what your competitor’s apps are available for. There’s no sense in asking for a download price of $4.99 for example if all your competitors are priced at $2.99 – your greed will price you out, and users will automatically be drawn towards the cheaper price. Remember that users are more inclined to download Free apps, unless they’re sure they’re willing to part with their hard earned cash.
Best for high-end Games, Books, Utility Apps, Photo & Video Editors etc.
9. Don’t Neglect the International Market
With a few simple changes, several apps can be marketed on an international level, extensively expanding your reach. Changing trends in diverse markets can affect your app’s reputation.
If you observe that your app category is trending in South American regions, for instance then it is wise to produce a Spanish-language version of your app to attain maximum exposure.
Get Free Publicity
When you have a product that solves a definite need, you’ve also got something that can be promoted by using PR. Nearly every app that resolves a problem has a story behind them, so what’s yours?
If you’re stuck for a story then take a glance at this article covered by Techcrunch about the non-launch of an app. The story is loosely based around a new app due to be launched and the lack of information around what it actually does. In this case, the story is simply about creating suspense and intrigue. The key is in providing a story with an engaging human aspect instead of just asking journalists to write about another crappy version of Flappy Bird.
So, reaching out to the press can be a great way to achieve exposure even before you’ve launched your app (heck, even before you’ve finished building it!). One thing to take note of is although it’s in every company’s dream to get covered by a big publication that has a huge readership of your target audience – as getting that kind of exposure can quickly trigger an enormous download boost. However, it’s important to be aware of the fact that getting featured by these big publications is no easy feat, so ensure you’re covering your bases by approaching publications big and small.
Here are a few tips for reaching out to the press:
10. Create a Press Kit
Your press kit should contain all the information needed for journalists to create a story around you without them having to ask for simple things, like a headshot of the CEO, or a company logo. It should also contain your Press Release which should talk about the problems that your app promises to solve along with the solution it presents. But don’t give away everything.
Key components of your press kit include:
A hi-res copy of your app icon image
A link to your app’s promotional video if you have one
High-quality screenshots of your app
Additional information about your app
Information about you & your team
Information about your company
11. Connect Personally With Local Press
Thoroughly research the people you are emailing & learn a bit more about them. This helps at the time of sending an email when you’re asking them to write about your app.
Mention something about the things they love or do for a living in your email. This helps to create a personalized connection. It shows that you have put in some work and haven’t sent the same email to hundreds of people.
12. Offer an Exclusive Interview
One thing that journalists love, is getting an exclusive insight into a story. Entice journalists by offering them an exclusive on the release of your new app. Everybody loves a good story behind an invention, and apps are no exception. Have you developed a game? What’s the background story?
When pitching your story to the press avoid technical jargon, and instead think about the emotive story behind why you decided to create an app. Human interest stories are much more interesting than a business hoping to make more money. How is your app going to help people or change the way they do something? Was there a struggle that you overcame to get to where you are now?
Once you’ve created your story you can use it to start pitching it to the press. The more emotive your story is, the more likely you are to get covered.
13. The Earlier The Better
It is best to give the journalists at least 2-3 weeks notice before your planned launch date. They should be given enough time to prepare and potentially organize an interview with you. It is important to spread the buzz about your app before it is about to get launched.
Close to your App launch, connect with bloggers and journalists who have an interest in writing about things related to your app and ask if they would be interested in giving feedback or reviewing it.
14. Leverage Local Press
As well as targeting the bigger publication, don’t underestimate the power of your local press through print, tv or radio. Your local press can often provide a stepping stone to getting picked up by bigger fish and is also easier to come by. You can even sponsor TV and radio programs and highlight the important features of your app in relevant shows. Search for media companies and press in your local area and try contacting the business or technology and request to send them a Press Kit about your App Launch.
Local newspapers and magazines can also provide you with affordable ad space so do some research on who your local publications are. Is there a local Sports and Fitness magazine who could talk about your new Fitness & Health app? Or a Fashion Magazine who would be interested in writing a story about your new Retail App?
When contacting Publications, try to get in touch with the newspaper’s most relevant editor to your story and include a catchy headline explaining your app’s worth. If you don’t hear back in a day or two, don’t be afraid to send a friendly reminder and ask them if they got your email. You can do the same for Radio Stations and Regional Press too.
If they fail to cover your product at first, reach out once more after your launch with download statistics and customer testimonials.
15. Engage With Online Communities
Join online forums and groups that are likely to be interested in your product. If you’ve built an Image Editor App, join a community of digital photographers. If you’ve created a new music editor tool, then join a community of musicians. If you’ve created a Pregnancy Tips App then join a community of Pregnant women (albeit at your own risk).
You get the idea.
Remember, though, before you start plugging away and promoting your own product, be sure to introduce yourself to the community gently. Much like introducing yourself to a new group of people at a party, you can’t just burst in and start talking about yourself – you need to ease yourself in, laugh at someone’s joke, praise someone’s outfit. Once you’ve been welcomed in, you can then start to talk about your own product and ask people what they think.
You know how now everyone knows of Spotify, well it wasn’t too long ago that the company was just starting out in the U.S. and was only accessible by invitation. It did this to create a sense of exclusivity and also to create buzz. If you’re old enough you might even remember getting your first Spotify invitation. By capitalizing on word-of-mouth promotion, Spotify was able to stand out in a landscape that companies like Rhapsody had been occupying for years.
Creating a community of early adopters is essential for word of mouth referrals, so although it may feel time-consuming, it’s definitely an effort worth investing in.
Optimize Your Online Channels
With any new app, promoting it across all of your online channels is the first pit stop and ensures that your app is a new addition to your overall brand experience.
Synchronization of blog posts, banners and PR gives maximum exposure to your app. These also bring in attention prior to launching the app and ensures there is a consistent message across your important online channels.
16. Update Your Website
The first place you should start off with is your website. You can do this by creating a banner on your homepage that links to your App’s own landing page with download links.
Your App should have a prominent place on your homepage and with emotive CTAs (Call-To-Actions) and incentives to attract your regular customers to download it. Including your App on your website’s homepage emphasizes its value and makes it clear that it is an imperative element of your business which they absolutely need to download.
17. Create A Promotion Landing Page
You don’t need much for your promotional landing page. The main purpose should be to redirect your customers or potential users to the App Stores so users can download it easily so include links to each App Store. You could also include a QR code so desktop users can quickly download by scanning instead of having to type in a long address or search for it.
For more in-depth promotional pages you could also describe all the benefits and features of the app in detail and well as drive across the main incentive for downloading your App with clear CTAs. Adding banners from your main site that link to you App’s promo page ensure a steady stream of downloads.
These banners encourage the user to download your App without being intrusive or negatively impacting their user experience… remember those annoying full-screen pop-ups?
19. Optimise Your Social Media Channels
Update your social media channels with banners that promote your new app. Include links to your App’s promo site in your bio. Some social media sites like Facebook also allow you to create CTAs that you can use to encourage people to download your app. Go through each of your social channels and ask yourself:is it clear that you have an App from first glance?
Is it clear that you have an App from first glance?
Is the purpose of the app obvious?
Is there a link to download it from?
20. Email Marketing
Send an email to your existing customers when pre and post launch. When sending your email pre-launch try to create hype or excitement about downloading your app. Make it clear that by downloading the app, you’ll be benefiting them in some way. You can also include a little messaging in your signature to remind them about the app and with a clear CTA to download it if they haven’t already.
Email marketing works best when you’re contacting people who want to hear from you. In this day and age, inboxes are inundated with spam emails and people are sending and receiving over 215 emails every day – make sure your email doesn’t hit the spam folder by ensuring your email list have opted in to receive emails from you.
You can build your email list by adding a sign-up form on your website or by running competitions – with awesome free tools like Mail Chimp for sending emails and SumoMe for collecting email addresses, it’s easier than ever to run successful email campaigns to launch and promote your App.
Don’t Shy Away From In-Store Promotion
If you have a brick and mortar store, then this section is a must! You can quickly increase downloads by promoting your App in your store to your customers and passing traffic. By putting up posters/signs where they can clearly see it, lets you promote your app effortlessly.
21. Posters, Flyers and Stickers
When you place promotional flyers and posters about your App, or even just a label for the Google Play Store or App Store in your store, you’re telling your best customers about it. When it comes to direct marketing, there’s nothing like getting your message across to your target audience – so use your store to shout about your App. Wired Cafe Bar did this by creating awesome business cards that are left on every table.
You can also add QR codes on your business cards, that way everyone that gets a business card will have a direct link to download your app.
Make sure that your customers are well aware of your App features and why they need it on their smartphones.
22. Make Your Best Customers Advocates
According to the report from Salesforce, mobile loyalty campaigns are the most popular and most effective type of mobile campaign as loyal customers make up 23% of total revenue, and profitability as compared to the normal customer.
You can also attempt what experts label as the ‘the viral reality check’ or ‘bar test’: do this by showing your best customers your new app and ask them to download it. Are they willing to download it? Are they eager to spend more than 30 seconds playing around with it? An app with an original design has an extensively better probability of making it big.
23. Get Your App Loyal Brand Ambassadors
Early adopters of your App are more likely to become your brand ambassadors. Referrals and word-of-mouth recommendations have worked as tested methods to boost your business. People are prone to trust reviews and believe recommendations from other human beings. This has proved to be one of the most effective App promotion strategies.
Get your brand ambassadors talking by providing them with a memorable App experience and attractive incentives for doing so. It’s totally up to you whether you give them a paired item or a discount off a particular service or product. It’s a perfect way to appeal to new customers as well as rewarding your faithful customers for helping you with your app promotion process.
There are several ways of utilizing Give Aways and Competitions to increase downloads. Often instead of spending money on Ads and promotions you can encourage viral sharing by offering a prize for sharing a post, signing up to a newsletter or liking a page.
24. Create A Give Away Promotion
Create a post about your new app and ask people to share it, like your page on Facebook and download your app for a chance to win a prize that’s relevant to your business, this helps to boost awareness for your app. To help boost engagement include an engaging photo of your new app and the prize, or a video.
25. Request Referrals
Ask your acquaintances and family to share your App or your posts/updates to get the ball rolling. In case of a business app, make polite requests to your customers and ask them to share your news and updates about your app – most will be happy to do it. This will increase your App’s reach and it is probable that you will get more downloads as such referrals come within the network. These recommendations and referrals are based on real people and real-time experiences. Be courteous and encourage people to share your App and to reward them offer a small incentive for doing so.
26. Incentivise Your App Downloads
Simply asking people to download your App because it is ‘out of this world’ is not a good enough reason for users to try out your app. It doesn’t mean that you have to get technical or elaborate about your app features in detail. However, explaining the benefits of what your app offers will ignite interest.
People are motivated when they get incentives for a download. Will your app improve the shopping experience of your customers? Is it a game that is highly addictive or competitive? For customers who find it difficult to make it to your brick-and-mortar store will surely download your app for quick shopping while lying on their couches. With just a few taps they can look for an item, shop through your app as well as pay online.
You can incentivise your customers by giving them rewards and discounts for shopping through your app. By including a mobile stamp card for your customers for earning rewards on products they purchase from you, or services they book, your customers know they are getting something in reward.
Offer in-App coupons that can be redeemed in store for getting discounts and rewards from your business. Whether you have a public service business or a restaurant, coupons are always appreciated by mobile users. Keep adding new coupons when old ones expire for maintaining the enthusiasm of your users. This will compel them to keep coming back for more.
Research from Koupon found that consumers spend more money, buy more items and happily adopt new technologies when they’re offered a mobile coupon. With mobile engagement becoming more important to retailers, it comes as no surprise that coupons are becoming the top priority for mobile apps.
Social Media Promotion
Evidently, online promotion is nothing without social media. Advertising and promoting your App now and then on social media is great. However, this is just short-lived. For yielding the maximum results, there is a consistent need to produce and create a steady social promotion policy. When you push your app out to your followers consistently, it becomes a core characteristic of your business.
Some other important ideas for online promotion through social media could be to integrate your App into your overall page branding like your Twitter Header Image or your Facebook Cover Photo. Include an image of your app to highlight the features of your business so potential downloaders are instantly aware of your app’s availability via your social profiles.
Be creative with the types of content you use to promote your app and trying using a mixture of video, images, promotional offers or testimonials and always remember to include a link to the download page. Varying your content will help keep customers interested, engaged and increase your downloads.
Moreover, social word of mouth is one of the best ways to boom your customer base. Invest some time in social sharing so users can flaunt what they have just accomplished. Whether it’s leveling up in a game, logging distance or making purchases through an app.
27. Paid Facebook Ads
For all those who can afford it and have the finances for it, then Facebook App Install Ads can work wonders for acquiring thousands of downloads. Through Paid Installs you can customize each ad and target specific groups of customers and users. Facebook Ads give you the opportunity to adjust your budget, so could be a great way to get the ball rolling and test CTA’s, app descriptions and headlines . Though Facebook ads can soon become very expensive, it’s a great short-term solution to boost downloads and expand your brand awareness – especially when mixed with organic campaigns.
28. Sponsored Twitter Posts
As with Facebook, Twitter is another great platform for boosting your outreach by paying for sponsored App Installs. It’s great because you can target your ideal user base by fields such as their interests, country and who they already follow. Also, since most Twitter users are active on mobile, they’re already on the right platform to download your App with one click. Just be aware that users are often very cautious of sponsored posts, so make sure you spend time building your targetted audience so your app is relevant. If you’ve just created a Justin Bieber fan app, for example, you don’t want to promote it to a bunch of 50-year-old Metallica fans.
29. Join Facebook Groups
With over 1 billion users, Facebook has managed to cover a diverse range of market and industries. You can quickly start to get extensive coverage by joining several Facebook groups belonging to the niche that is relevant to your app. These groups if chosen correctly are jam-packed with people who are potential users and can also participate in thought provoking discussions highlighting the benefits of using your App and why they should download it.
30. Create a Video
Do you know that around 1 billion videos are watched on Facebook every day? As users are only able to glimpse at a few screenshots of your App on the App stores, it makes it pretty difficult to truly decipher what the app features really do.
Undoubtedly, videos are the best way to visually communicate how great your App is. It should be noted that the video doesn’t require to be excessively fancy (although there’s no harm in being a bit imaginative!) You don’t need to invest in a lot of time or money. With some good content, simply record yourself using the App and talk through the functionalities and characteristics explaining why it’s worth a download. Along with Facebook, make it available on YouTube, Vimeo or anywhere it gets promoted! It is better to use a variety of video channels for your video to spread it to the masses.
Check out this simple, low-budget promotional video for a ‘Flappy Bird’ style game called ‘Tiny Wings’ which has had nearly half a million views! Not bad for something probably created for under $20.
Using video to enhance your competitions is a sure fire way to increase engagement and your downloads!
Your number-one fans should be nobody but your customers. This reason enough should compel you to discover the language and style of your users. This will enhance their user experience and happy users will recommend their social networks to use it as well. Advertising to existing clients is a lot easier than acquiring new customers. Build mailing campaigns which are targeted at different client lists based on goals such as the following:
Mobile app promotion
Opportunities of cross selling with other mobile apps
Answering FAQs about your mobile app
Guidelines and undocumented opportunities in your mobile app
A high score list in case of a game
Instilling a sense of belonging to a community invites a steady flow of feedback from customers to the perspective developers. You should think deeply about how you are going to create a community of your customers. The more you communicate with clients, the better the chance that they will become loyal and improve your client retention rate.
31. Ask Customers for Feedback
The higher the ratings are for your app, the healthier the chance of it being downloaded. That’s why it’s important to ask your happiest customers to leave reviews – you can do this by email, asking them in person or by automating the process within your app. Make sure to ask for their contact information at the end of your app narrative or use a software development kit such as Appsfire to allow users to send feedback through a notification inbox. By asking for their contact details you can then contact unhappy customers to resolve their issues and request them to leave a new rating on the app store if they were pleased. Converting unhappy customers to happy ones will develop your ratings positively.
32. Promote Retention
Creating a great app is half of the app retention cycle; reminding customers why your app improves their life is the other. On one hand, you should strive to develop new modes of user commitment, including exclusive content, perks, rewards, and an enhanced UX. On the other hand, you must constantly promote your app and flaunt new offers or features.
When you successfully acquire a significant customer base, you should think about retaining these customers through unique promotions.
With regular reminders and offers you can keep your app and your brand at the forefront of your customer’s mind by using Push Notifications – a simple and subtle message to nudge customers back to using your app.
33. App Updates and New Features
When you first launched your App where there a backlog of features that weren’t released with the first version? Don’t worry! Keep the next version lean as well and ensure the best of the best is for the next version. It is often recommended that you don’t pack in all your awesome features at once as the excitement often fades away after the app has been used multiple times.
Your app should evolve in such a way that with every month, season or year it always has something new and exciting to offer to the user. An app that progresses over time will boost sales with every new version and can be shared through another press release.
That is why you should aim at upgrading your application frequently. This is because your users need to remain excited about new updates and it would ensure they don’t get bored and replace or delete the app! This ritual of frequently updating your app acts as a brilliant motivator and it also captures the app users’ attention to look forward to timely and interesting updates.
34. Celebrity Endorsement
This may be a little difficult to do but you never know who you know! However, getting hold of well-known personalities and celebrities can help to build trust amongst your users. They will be convinced that your app is nothing but the best as celebrities are also using it.
When a celebrity endorses your app, it will not only attract new fans but will also add value to your brand. Let’s take the case of Nike. When Nike joined hands with Ellie Goulding to promote one of their Nike Training Club apps it was an instant hit!
If you’re not fortunate to know the likes of award-winning artists and celebrities, could you work with a local band, sports personality or community figure? You might have to think outside the box, but this might not be as impossible as it first seems.
35. Become Their Favorite Loyalty Card
Because mobile Apps are changing the way modern shoppers complete day-to-day tasks, physical loyalty cards are disappearing fast. Moreover, mobile users are now expecting most companies to offer mobile loyalty solutions, especially if they are a retail of food outlet. Therefore, for brands, it’s becoming more and more important to be a part of that process.
Creating your app to be your brand’s loyalty card is an amazing tactic that functions effectively for promoting your app as well as retaining users.
Now, when a loyal customer visits your store or purchases a service or product from you online, they can conveniently bring up your mobile loyalty card or special app-only offers and discounts. Customers are happy to know that they don’t need to bring their loyalty card whenever they visit you.
The above-mentioned strategies to promote your app are long-term approaches to gain and retain users. They key to use them correctly is not to deploy them altogether. Each of these approaches must be explored independently and in accordance with your target audience. Some may be more relevant than others, but the idea is that there is not one fast and easy strategy to a successful campaign. Trial and error is often the secret to success in many cases.
The idea is that there is no one fast and easy strategy to a successful campaign. Trial and error is often the secret to success in many cases.
Also, note that the success of your mobile application does not rely on the number of downloads, screen view and active users. The real indicators of app success are evident from app user engagement as it tells you how your app is helping users in solving their problem.
User experience is extremely important when first developing your app, ensure your app has an intuitive user interface that users find easy to get familiar with. If you are developing the app yourself, brush up on the iOS and Android Human Interface guidelines. If you are hiring a team of app developers, make sure you look at other apps they have developed so you get a feel for their work. Remember every app is different and so every goal will differ too. Before you start working on your own App Promotion Strategy, spend time mapping out what success looks like to you.
In 2012 Air Asia started flights from Sydney to Kuala Lumpur. But they were up against fierce competition and lack of marketing budget. They needed brand awareness, fast.
So, Air Asia decided to launch a Facebook contest where a Facebook user will get to fly in Air Asia Airbus with 302 of his/her friends. The plane would be entirely theirs plus Air Asia would fund a 3-day vacation. And they could even choose seats for all of their friends.
The whole campaign got viral and fan base of Air Asia got increased by 30%.
It generated a PR worth $1.5 million.
Around 2,300,000 people engaged with this contest.