What all marketing efforts boil down to is results. For applications, the most common metrics are usually either downloads or activity. In this final article in our 10-part App Marketing 101 series, we break down what you need to know to properly assess your marketing efforts for your app.

Although results are gathered at the end of any marketing campaign, it is imperative that analytics and monitoring be considered right at the start of any effort. Metrics are intrinsically tied to the goals and objectives of the campaign. It is during the planning phase of your marketing effort where you not only identify these goals but should also be detailing how you will measure each objective in order to determine if they are successful or not.

Once you understand what data you need to collect, you will need to pinpoint what methods or resources you will need to gather that information. Understanding the methodology you need will ultimately influence the decisions you make in implementing your marketing efforts – which is why it is important to do this all upfront.

When the campaign is underway, don’t wait until the end to start to look at the data. Monitor your results throughout your efforts to see what is working and what is not and make the necessary adjustments. Just be sure that you give your choices enough time to culminate before changing them up again.

At either the end of your campaign or at particular milestones in your ongoing marketing, you will want to put all the pieces of information together to gauge the full impact of your efforts. Identify and celebrate your successes but don’t be afraid of points of failure as these are valuable learnings to take into your next attempts.

What to Measure?

The short answer is to this question is everything possible, but here are some typical metrics you should be collecting and analyzing in your marketing efforts.

• Product: Downloads, unique users, page views, session length, time of use
• Pricing: Purchases, in-app purchases
• App Store Marketing: ratings & reviews
• Social Media: Fans, followers, active users, post views & impressions, retweets, demographics
• Paid Media: impressions, clicks, click-through-rate (CTR), cost-per-click (CPC), cost-per-acquisition (CPA), social impressions
• Search Engine Marketing:
• Contests: participants, page views, session length
• Press & Blogger Outreach: media deliveries, online pickup, positive/negative sentiment
• Community & Networking: thread/discussion activity

Analyzing App Downloads

When it comes to apps, the first metric that comes to mind is downloads.

When looking at your downloads, consider more than just the total number. Look at what your peak times are for downloading to help determine key time slots for future marketing for your users.

All app stores provide geographic information that should be taken advantage of. Breakout your downloads by country to determine your geographic heat spots. Doing this will help identify where the most interest is from your users, another insight to take into future marketing and product efforts.

If your product has both a paid version and a free trial or “lite” version, analyzing your downloads for both during the campaign will help you assess your pricing model. Are  those that are downloading your lite version converting to paid? If not – look to either the process to upgrade or the price point.

Ultimately, while running any elements of your marketing campaign, you will want to look back at the impact of these efforts on your downloads. To gauge the full impact, compare significant amount of download data pre-campaign against the campaign period (and if possible also against post-campaign results). Additionally,

Before any marketing effort, be sure to baseline your downloads to allow you to quickly identify if your efforts are producing growth. Calculate both the total downloads prior to starting your marketing efforts as well as your average daily growth and use these numbers to compare against results during the campaign.

Looking at activity to understand your true user

Although downloads are a good stat to focus on in terms of interest in your app, if your goal is to understand the use of your app you are going to want to include activity as a core metric in your monitoring.

There are two main places to gather information on usage of your app. The first in in the app store via the reviews and ratings attributed to your app. Keep an eye on these as you continue your marketing. Are you increasing the number of reviews and ratings? Have these improved with your marketing efforts? What are your users telling you during this time?

As ratings & reviews are being calculated along with downloads to help position applications in storefront charts and features, it is definitely something you will want to include as part of your marketing goals.

The second place collecting data on your user’s activity is within your app itself, well that’s if you planned ahead in your product development to include statistics to do so. Implementing an analytics package when developing your app will go a long way in helping you truly understand the success of your app.

Take a look at the activity within your app during your marketing. Do you see spikes in activity that correlate to your campaign elements? How do these compare to the increase you may be seeing in downloads? Are new users staying an using your app or downloading it and leaving it behind? What areas are they most interested in?

By analyzing user activity – you will get a better sense of the longer term impacts of your marketing efforts. These metrics give insight to your users rather than those that are simply interested in your product, perhaps because of compelling positioning in your marketing campaign (short-term impact of marketing).

Analyzing PR & Online Buzz

A core part of any marketing campaign is to get the word out. Whether this is through a formal press release over the wire or through a more personal outreach to bloggers and online publications you are going to want to understand how successful your PR efforts have been.

If you are using a PR distribution system to send out a press release, some of these metrics are easily available via the reports they provide. Look especially to both the number of online pickup achieved through their network and the types of sites that ran your release.

If you are reaching out to press and bloggers through an email system, look to your open rate to gauge interest and then search online using keywords from your release to understand who ran your story.

Without investing in tools or systems that are devised to do so, the best way to gauge online buzz is through good ol’ fashion search engines. Search for your app name or other keywords during your campaign and make note of the sites that mention your product.

A great way to track reader usage is through URL tracking sites like the use of bit.ly. By converting your download page link, for example, into a bit.ly URL you will gain a better understanding of the traffic pushed to download your app from referring sources.

Of course, you will ultimately want to look to your downloads and usage during this time to gauge impact of the posts achieved to see if they result in achieving your overall campaign goals. This won’t be a one-to-one correlation but you will be able to infer spikes of download or activity during peak periods of online buzz, especially if this is isolated from other marketing campaign elements.

Understanding data from Paid Media

Out of all of the marketing resources you utilize in your campaign, paid media will come with the most amount of readily available real-time data.

When running mobile, online or search ads – it is best to split-test. Run a couple of versions of your ad at the same time and then look to the analytics provided to decide what is working and what needs to be stopped or changed. Monitoring this continually through your campaign will not only improve the active campaign’s overall results, but it will also teach you what to continue in future marketing efforts.

Whether it is during the campaign or at the campaign end, you are going to want to look not to the impressions made during marketing (unless your goal is pure brand awareness) but rather the connections or clicks made during the campaign. This is where the click-through-rate is important or as it is usually denoted “CTR”.

You will want to understand what a good CTR is for a campaign in order to quickly make a decision if the campaign is worth putting money into. Although these are always specific to the network and ad trafficked, industry CTR averages are available for speculation online so take a look at these conversations to help put things in perspective. Ultimately, you will want to run a few test campaigns yourself on various networks to really understand what to expect in using paid media for marketing your app.

Measuring Social Media

Like online buzz, you will want to look to your social media efforts during marketing to understand how they helped deliver results.

Facebook makes this incredibly easy through the use of their Insight tool if you are a page administrator. This tool not only breaks out user activity, but can also provide data by post (impressions, activity) and demographic. Like Paid Media, you can use the data in Insights to see what type of posts are working for your community and which are not. Outside of Facebook’s Insight reports, use tracking services like bit.ly to understand who is entering your community to ultimately download your app.

For other social networks, like Twitter, you will need to lean on third party metric systems to really get a sense as to how your marketing efforts are doing within these communities. However, without investing too much money on these services, you will be able to look to your follower growth and perform searches to see what people are saying about your product. Again, the use of a tracking URL will also help to determine referral traffic to your download page. But unlike Facebook, most other social networks are not yet well set-up to provide you with additional data (like number of reads on your tweet etc.) so if this is of interest to you, you will have to look for alternative analytics solutions which do exist to integrate with.

Regardless of social network, you will want to look to follower or fan growth and sustenance as a metric to indicate interest in your brand and use of any download links

You don’t have to look to far for opportunities to market your app. The best place to start is with you and your networks. In part 9 of 10 of our app marketing 101 series, we look at how to leverage your own networks and find net new ones to help market your app.

Use your Networks to Spread the Word

No one can do a better job of selling your app then you which is why using your own network is extremely important to get the word out.

If you work for a company send out internal announcements to your team announcing the launch, success stories and feature updates for your app. Ask them to download, rate and review your product.

Use your own social networks to post announcements and send links. Both personal (Facebook) and Professional (LinkedIn) networks will come in handy here. Now’s not the time to be shy with your accomplishments. Use your network to push the word out and ask your network to help share the announcement with their own networks.

Update your business materials with a call to action to download your app using a QR code and/or the direct download link. Use this in your email signature, on your business card, and letterhead. Showcase your app on your social networks. Mention it on your voicemail. A good rule of thumb is that anywhere you would traditionally plug your website you should now start to include marketing for your app.

Market at Conferences & Networking Events

As a representative of your app, a great way to increase your network and gain visibility for your product is through attending, sponsoring and speaking at conferences, industry and network events.

If you are speaking at or exhibiting at an event, arrange for a giveaway of your app to the participants. Use promo codes if you have them available. Or issue a one-day sale corresponding to the day of the event. Be sure to update your entire event collateral with a clear call to action to get your app.

Beyond gaining downloads, these events are a great way to grow your communities so come equipped with business cards providing your Facebook page, Twitter and LinkedIn details.

Submit Your App for Awards

Nothing gives credibility faster to an app then awards. But you don’t need to win the grand prize in order to see the benefits.

Getting nominated for awards from credible sources is as much a marketing opportunity as winning one. Of course the latter is a bigger story.

Whether you are nominated or have won an award, update your marketing collateral to reflect this achievement including your app product page and even release notes.

Talk Directly to Users in Forums

Being active within forums related to your app is a great way to seed word of mouth directly with users as well as to gain valuable insight in what your audience would expect from your product.

Become a valuable resource within these forums to further your credibility and sell your app. Ask and answer questions. Add to the conversation.

Avoid hard selling your app. Make the community aware of your app by including it in the signature of your posts. Choose your avatar as your app icon and your forum name your brand or app name.

When you choose to explicitly use forums for marketing keep your messages beneficial to the community and in context to the conversation. Often times Forums have topics started specific for this purpose. It’s a great idea to post your releases here, as often bloggers are members and will crawl these communities for future stories.

In Part 8 of our 10 part app marketing 101 series, we look at a SEM or Search Engine Marketing to help improve the discovery of your application online. A large part of discovery for your app will happen as a result of search. Your goal as an app owner is to make sure that your application comes up in the search results when users are looking for it. But as this is everyone’s goal, you will also need to find ways to make sure that you are not only in the results but that your ranking is high enough for users to find you.

Search engine marketing (SEM) touches on many aspects of your marketing campaign from app description, to press release to configuration of paid ads. So making sure that you spend some time and effort thinking about search engine optimization (SEO) at the start of your marketing will maximize your campaign.

Finding and Selecting Keywords

When it comes to search nothing is more important than the keywords you choose to attach to your product marketing destinations. Keywords are extremely effective tools to ensure that when a user is looking for your app or a service/niche your app fulfills, you show up as a result.

1. Make Your Own List

The best place to start when identifying keywords is to make a list. Think like a user as they approach a search engine. What keywords would they use to get your app as a result? What keywords are you already starting to use in your marketing efforts? Your positioning statement and elevator pitch you mastered describing your app’s purpose and benefits are a great place to gain some valuable keywords.

2. Look To Your Competitors

Add to this list by looking to your competitors. View your competitions keywords by using the Page Source option in your browser. Do some searches within the search engines to see who comes up. Leverage those words that work for you to be sure that your product comes up amongst the rest. You will also want to identify opportunities where relevant keywords produce little competition as these terms have a larger chance of pushing you up the rankings for this result.

3. Ask Your Network

Ask your friends, coworkers or users to describe your app and what terms they would use to search for it. Getting an outside opinion from someone not as close to the product is an optimal way to figure out what actual users need when it comes to search.

4. Use Online Resources

Finally, using Keyword Tools like Google’s AdWord Keyword tool found here: https://adwords.google.com/select/KeywordToolExternal is a must have resource to utilize when you are selecting your keywords. Use this tool to help choose and validate keywords. In using keyword tools like Google you will be able to learn upfront which keywords should result in the most searches and what the competition is for each. These factors are great ways to focus on

When selecting keywords, be as specific as possible. Avoid focusing solely on vague terms like “app”. Leverage terms that are unique to your product and product offering. Key industry terms are extremely useful as are any sub-brands that may be associated to your app. If you’re apps is a game, for example, use your character names as keywords. If your app is content-based, use your topics and authors.

Additionally, it’s inevitable that your list of keywords will be long. Make sure you understand what your top or priority keywords are versus the long tail terms. Consistently echo the top keywords in as many places as possible.

Keywords will grow as your product grows so don’t see this exercise as a one time deal. Whenever your product grows to add new features or your industry changes to include new terms, make sure that you update the metadata for your marketing pages, product descriptions and other sites.

Maintaining and grooming your keyword list will come in handy for future press releases and paid advertising like AdWords when the time comes for your next marketing campaign.

Where to Use Keywords

The answer is everywhere you can online.

You will definitely want to incorporate these keywords in the metadata of your web marketing site for your application. The most effective way to do this is:

• Add your keywords to the metadata of each page
• Include keywords in your title tags
• Use your keywords in the content on your site
• Leverage your keywords in the alt tags for your site’s images

But your site is not the only place you should be using your keywords. Consider anything that will be posted online as possible search results. If this is the case, then you will want to make sure that your keyword strategy is consistent in the following places:

• Facebook posts
• Tweets
• App description within the App Store
• Blog posts
• Press Releases
• YouTube video descriptions

Search Engine Optimization for Mobile

As app owners, the best place for a user to find your product is on their phone. This will increase the chance to download which is your main goal. As your product is mobile, it is definitely important to make sure that you optimize for mobile search.

The biggest step in mobile SEO is to make sure that you have a mobile optimized marketing page. A fully optimized mobile page will rank higher in the mobile search results than that of a desktop page so it is in your best interest to have this created when you are developing your online marketing presence. In addition, this page will be of better use to the users who click on it, as they won’t have to work (pinch, zoom etc.) to use it.

When building your mobile site make sure you consider site performance, rendering and speed. You will also want to leverage the keywords you are using on your desktop version but cater it for mobile.

Remember that search on mobile is on average much shorter than that on web so you will want to think about fewer and shorter keywords for mobile

You should also utilize Google’s Mobile Keyword Tool to see which desktop terms work and don’t work as well using this medium and perhaps what new keywords should be added.

SEO Takes Time So Plant Seeds Early

The key thing to remember for search engine marketing is that it takes time for the keywords to be crawled and used by the search engines.

Knowing this, make sure you give enough time to start to judge your results and make modifications. Also, you may wish to start your efforts early through a coming soon page both for desktop or mobile even before your product is released – including your priority keywords both in the metadata and visual text on these pages.

If you are in a hurry, you can try to speed things up by submitting your sites to the engines directly but there is no guarantee on the turn around for these requests.

One of the most effective short-term marketing tactics is the use of promotions or contests to spike activity for your product whether this be downloads, purchase or in-app usage. Attaching a sense of timeliness or urgency to any marketing campaign is a proven way to maximize your results.Whether the time of year provides you with an opportunity to promote your app or you choose to create a moment to put attention to your app through a contest – a valid reason to market your app. In this week’s app marketing 101 series article, we review the ins and outs of using promotions and contests to effectively market your application.

Leverage the Calendar Year

You only have to look as far as your calendar to find key marketing opportunities. Promoting your app around events that are relevant to your app niche or purpose is a great way to increase visibility in context to the right audience.

Some great event-based marketing opportunities are:

• Holidays (Christmas, Valentines Day)
• Seasonal Milestones (Back to School, Winter)
• Speaking Engagements
• Conferences
• Industry Events
• Company Anniversaries & Milestones

Promotions during this time can take many forms but all use the calendar event to form positioning for the market campaign. For mother’s day, as an example, you may run a paid media campaign focusing on why Mom’s use your app. Later on that year you might run a campaign focused on how this is a must-have app for students during Back to School.

Identify the event, find true relevance in it as it relates to your product and then run a promotion around it.

Some promotion ideas include:

• Contests
• Price changes and discounts
• Giveaways
• Advertising Campaigns
• Press Release
• Media & Blogger Outreach

Price Promotions

Discounting your price, or putting your app on “sale” is one of those ways to promote your app around an calendar event. But you don’t always need to tie it to a seasonal milestone.

Price promotions can take many forms. You can offer your audience a limited offer, free trials, discounts and markdowns or even a giveaway.

It is important that when entering a price promotion you have a plan with clear goals in mind and you have also analyzed the download and usage data and feedback from your users to see if this is the right thing for your app.

If your app is doing well with the pricing model you have established, it may not be the best time to alter the price. Pricing changes are best used when traffic is low and you are looking to increase new users.

Frequent price changes can signal a weakness or deficiency to your users and competition and can also start to train your audience to wait till there is a sale to purchase so be wary of how many times you go to make a pricing change.

Contests

There is a reason why contests are the first thing that comes to mind when you start thinking about putting together a promotion for your app. If done right, contests can create a flurry of traffic and downloads due to their time sensitive and often urgent nature.

When thinking about running a contest, make sure you have a specific goal in mind. Are you looking for downloads? Activity within the app? Viral sharing? Feedback?

Once you have your goal in mind, it’s time to be creative to come up with the contest model and prizing.

Keep these in mind when developing your contest:

• Keep it simple
• Get people engaged
• Encourage sharing
• Create a sense of urgency
• Make it fun and exciting
• Keep it legal – know the rules and make sure your users do too

Ultimately a contest is only good if people know about it so make that part of the contest plan includes how to get the word out. Using a social network, like Facebook, to run a contest is effective in this way, as interactions with the contest will instantly become available in the participants wall featuring it to their friends.

Prizing

Prizing is a key element in any contest. You will need to gain prizing that is both enticing enough to make people participate while still keeping the prize relevant to your app to ensure that you are attracting the right users.

If your app is premium, always give away the app for free as a lower tier prize in the contest.

Beyond what the prize is, make sure you understand the legalities around giving it away. Be familiar with contesting regulations in the regions you wish the contest to run in.