When the business world – and more recently the world at large – changes, the companies that adapt are the ones that will survive the competition.
As the application ecosystem is affected by changing trends in mobile devices and the far-reaching impacts of COVID-19, companies need new strategies to reach consumers. For companies with applications, Application Store Optimization (ASO) has become more important than ever, especially for B2B companies, which need to optimize for corporate customers.
With the growing demand for telecommuting apps, team calling, and mobile employee monitoring now is the perfect time for B2B app developers to invest in ASO.
App store optimization is invaluable for mobile marketing because it improves organic discovery and makes apps more installations. With the right optimization, an application can have higher rates in search results, which greatly increases the chance of installation.
Why are search results important? According to Apple, since 2017, Apple has consistently been responsible for 70% of app discovery and remains stable. Application developers who want to reach the maximum number of users must maximize their visibility in search results from the App Store and Play Store.
Companies that use ASO to improve their app’s search rankings are more likely to get new users.
The impact of recent transitions to telecommuting is clear: the appreciation of teleconferencing applications has increased significantly due to the blockages demanded by COVID, while job applications (previously at the top of its category) have declined.
Analyze your schedule and opportunities
When starting the ASO process, you need to consider several factors that affect how you position your app in app stores.
What does your app do and who is it for? The first thing that users should know when finding an app is what it has to offer. You must communicate the use and purpose of your application to potential users.
Does your B2B product offer a task list or time tracking for HR representatives? Is it a finance team billing program? Is the application versatile, designed for leaders and team members?
Understanding the main features of your app can help you target users who are looking for your specific features. Create a strategy for your audience, focusing on the features you want.
Knowing your audience will guide you in deciding how to present the app in your screenshots and description. Also, it can help you focus on keywords that are directly relevant to your users.
Keywords are the most important factor in determining which search queries show your program. Think about what terms your program should use in searches. Which keywords are relevant to the app and its audience? Do they have a high volume?
Consider keywords relevant to B2B applications. Is your application geared towards corporate communication? Work from home? Study numbers of competing keywords and programs to make sure you are targeting relevant keywords that can help you grow.
However, search trends in app stores are not the same as on the Internet. Search your terms with ASO software instead of web tools (like Google Keyword Planner) or the data that drives your updates will be damaged.
What other B2B programs do you compete with, how do they rank and what keywords do they target? The analysis of the participants is critical to the development of an appropriate ASO strategy.
While you may not need to copy everything that other programs in its category do, you can identify trends or designs that leverage and are inspired by successful B2B programs.
Metadata and Conversion Optimization
Optimizing your shopping list metadata will increase search traffic. Structure it to target relevant terms and phrases: If your program is relevant to the terms you target, improve your program’s ranking in search results.
At the same time, the amount of research must be taken into account. High-volume phrases and terms will drive more traffic, but you need to make sure that the terms refer to the B2B audience, not to consumers in general. Keyword counting may not generate a lot of traffic if the app is not attractive to users looking for the terms.
In some cases, targeting low-volume terms that are highly relevant to your program is effective. This can help you focus on a niche, but on a specific audience that can provide long-time, high-quality users.
Targeting the right terms can help your app get more exposure. By taking the time to research keywords, you can ensure that your B2B app reaches the business audience it needs to reach.
Conversion and click generation
How does metadata optimization affect rankings? Your top position for each keyword is determined by clickthrough rates – the number of users who click on your shopping list or install the app when they see you in the store.
As your app receives more clicks, your ranking increases. The higher your rank, the more users you will see and the more clicks they will be able to receive.
B2B applications face a clear challenge here. As they generally target a specific audience and not a large consumer audience, they need targeted segmentation. Installing your B2B app by the wrong user can lead to the quick deletion of negative reviews.
B2B app owners must ensure that their creative elements are optimized. If your metadata is optimized and users can find your app’s details, they’ll still have to decide whether to install the app. Conversion optimization can increase the likelihood that users will install your app and thus determine relevance through creative means, such as icons, screenshots, and videos. To get downloads from the right audience, make sure these features show what your app is doing and for whom.
Creative optimization strategies can…
- Use keywords in the copy of the screenshot
- Presentation of value propositions
- See unique features in each screenshot and video
Using best practices can demonstrate that an application is relevant, up-to-date, and effective. By creatively adapting it to the right target group, the app becomes more attractive to companies looking for new solutions.
Visibility for a fee
Paid campaigns, such as Apple Search Ads, can further increase your reach and generate clicks. You can bid on a specific keyword or a series of terms related to a general concept; that way, you can focus on getting your program to appear in relevant search results.
When your program appears as a search ad for the terms you’re offering, the clicks you receive will help improve your organic ranking, which will also increase your organic visibility and properties, even in addition to your paid marketing.
For B2B apps, a paid strategy should focus on specific search queries relevant to your industry and demographics. It can boost your app and highlight it in weight surveys like Zoom and GoToMeeting while increasing your organic position.