This is the very first blog post of, I hope, a long series.
I did create this blog after having read a very interesting article written by Jay Acunzo: "Should Startups Blog? An Essay (with Data) to Decide Once and For All". In this article, Jay Acunzo, former Head of Content at Hubspot, demonstrates (with data) the value that a blog can provide to a business. Since I am about to throw myself in that brand new adventure which is consulting... here I am. What I learnt from Jay's article, and what I will try to apply to this blog, is "Content marketing is just solving the same problems that your product solves through media you create and promote". The second fantastic, and more data oriented insight that Jay shares in this article is that "70% of HubSpot’s roughly 2 million views came from posts that were more than a month old". I leave it up to you to decide whether you want to go deeper in this topic, but if at anytime you consider running a blog, I strongly advise you to go read and learn from this article written by an expert.
Now, I would like to take the opportunity of this very first blog post to list the problems I solve: the areas in which I could help you, young startup, leading edge communication agency, or multinational company, to get your app discovered by new valuable users, and to drive these users back to your mobile app. I don't know yet whether the format of the tips and advices I will be sharing in this blog will be videos, a weekly digest, or in-depth articles, but what I know is that the focus will always be on ROI, and whenever it is possible, backed with data.
Which problems do I solve?
- OEMs and carriers preloads: Striking such deals can take years of legwork, but from what I have experienced, this is definitely one of the most effective strategy to gain the attention of millions of customers. Unfortunately not every mobile app publisher has the same chances to strike this kind of deal. The purpose of the app, its level of maturity, or the structure of the app publisher's team are some of the variables that need to be evaluated before investing too much time and efforts into such an endeavor. Which problems do I solve? 1. I help you assess whether or not you should consider OEMs and carriers preloads as a strategy for user acquisition, 2. If relevant, I provide you with advices to get your app onto handsets before they reach customers' hands.
- App Store Optimization - ASO: Unlike the OEMs and carriers preload strategy, ASO is an affordable and efficient way to drive new users to an app. There are plenty of great tools out there to optimize an app's presence on the app stores, and the ever evolving app store environment makes of ASO a fascinating discipline for every app marketer. Which problems do I solve? 1. I identify which of your app store assets need to be optimized in priority, 2. I optimize these assets with you in order to increase your app stores' conversion rates, 3. I measure the results of your app store optimization and help you drive its next iterations.
- Virality, Virality Loop: Not every mobile app should or can afford to have virality mechanics implemented from launch stage. But virality is definitely one of the most powerful and most affordable strategy to acquire a constant stream of new users. Which problems do I solve? 1. I identify how and when you should add this layer to your app, 2. I help you measure and optimize your product's viral loop.
- App Store Featuring: No one can promise an app developer to get his app featured on the Apple App Store nor on Google Play. However, there are a few tweaks and a few actions to be taken which can maximize the chances of an app to reach that sweet spot. Which problems do I solve? I provide you with advices to maximize your chances to get featured.
- PR & Social Media: Although the aim of these two activities are very different, their source of success is pretty much the same: content, content, content. Which problems do I solve? I identify which type of content you can produce and share in order to get high exposure via these two channels.
- Paid Acquisition: There are plenty of channels and ad networks out there that an app developer could consider when willing to promote a mobile app. However, the Return On Investment provided by these players greatly varies in function of the app's lifecycle stage, its promotion campaign objectives as well as its audience. Which problems do I solve? I provide you with guidance on how, when and where to invest your promotion campaign budget in order to optimize its ROI.
- Cross-Promotion & Barters: An app cannot rely on barters and cross-promotion to achieve growth on a massive scale. However, these levers should definitely be considered as means to drive a constant and sustainable flow of new users, and deserve attention when running paid promotion campaigns. Which problems do I solve? 1. I identify barter deals opportunities, 2. I help you optimize the placements of your cross-promotion campaign.
- Onboarding: In average mobile apps are losing 77% of their users after just one day (Apptimize). This great post written by Andrew Chen is a must read when it comes to user retention. It makes it crystal clear why optimizing your app's onboarding is critical for its success. Which problems do I solve? 1. I identify and prioritize which of your onboarding elements should be tested, 2. I provide you with guidance on how to implement these tests and draw the appropriate conclusions.
- Push notifications, in-app messages & emails: These are the three main triggers an app developer can use to drive its existing users back to a mobile app. In order to send the right message, at the right time, to the right person, the developer should understand his users' typology, behaviours, and lifecycles. Which problems do I solve? I identify, prioritize and help you connect these marketing levers to your app.
- User feedback: This is often an underestimated source of insights for app developers. An app's user feedback can be collected by various means and should be used to drive future product iterations. Which problems do I solve? 1. I determine when and how to collect user feedback, 2. I help you draw the appropriate conclusions.
The better an app developer understands his app's users and how they interact with it, the better he can tailor the app to meet users' expectation, provide the best user experience and retain users. I can help you to select the KPIs which matter to your app and which will help you optimize user acquisition and engagement. Which problems do I solve? 1. I identify and help you to understand your app's core and advanced KPIs such as retention, customer lifetime and lifetime value, 2. I help you set up the appropriate tools and trackers to avoid biases and get a clear understanding of where your app stands and should head towards in terms of analytics.
The main difficulty in achieving growth is to find focus and prioritize efforts efficiently. This journey starts by laying a solid foundation with app analytics which will provide you insights about your users and their usage of your app. The app entrepreneur then has to determine where the room for growth is, and to carry out the appropriate actions. I am looking forward to accompany you on this amazing journey.