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Just like for an iOS app, you don’t really have a choice to do app marketing or not if you want your app to succeed. Something we don’t talk enough on this blog is that you have to understand your users before you write your first line of code. For Patrick Mork, good PR is one of the most underused things in this industry: talk to the press, send them apks, have a blog, etc. Patrick insisted as well on building a free trial or a free version so users can try before they buy (some users just bought a SmartPhone for the first time and they don’t even know you). Brand awareness is critical, and in Play Store optimization you should create assets like app icons, feature graphics, promotional graphics, videos and descriptive screenshots that allow users who have not downloaded the game yet what it’s like to actually play the game. Finally, Patrick talked about your app distribution and insisted on the importance of device coverage: you have to know what are the most growing devices.
Hope this little summary and advices were useful to you and if you have time, do watch the video! About Latest Posts Sylvain GauchetHi there, I'm Sylvain and I've been working for several years on marketing mobile apps. Venture Planning Partners excellence in Marketing and Advertising goes hand in hand with our Strategic Planning and New Business Develpment core competencies. Our in-depth knowledge and experience in the Marketing Planning Process is World Class and our consulting will take you through a proven step by step process to formulate the right Marketing Plan for your company or your individual brands and products. The following graphic shows a standard metholdogy we use at Venture Planning Partners to help our clients understand the competitive aspects of their markets and the relative strengths of their company and brands. Another assessment tool we often use is the Product Life Cycle and we have a wealth of insight on how to intrepret your brand's situation and the impact your product's life cycle has on your competitive strategic alternatives.
Our marketing assessment will usually include a close examination of all the Environmental Macro Trends for Assessing Market Attractiveness for your company's brands and products.
This process allows us to then Identify the Key Issues and Opportunities for your business from which we then craft the key Marketing Strategies and the Key Drivers of Growth for your business.
In developing your company's or brand's Marketing Objectives, Strategies and detailed Tactics and Executions we will integrate the 3 key Marketing Planning Philosophies at all stages of this process.
We have a wealth of experience in working with a range of Segmentation Models, including Mulit-Dimensional Scaling and Psyte Cluster Analyis. In addition to all of the considerations of segmenting consumer markets, Business & Government Markets can be segmented based on more complex and rational purchasing decision behaviour as well as other criteria such as Industry Classification Systems, Buyer location and Buyer needs. Once your brand's Target Market and Positioning Strategy is determined, then we are ready to develop an Integrated Marketing Communicatons [IMC] plan for your business or brand. Tom Duncan, director of the IMC graduate program at the University of Colorado at Boulder, developed a model of the IMC process that portrays how a variety of functions work together sequentially. At Venture Planning Partners we passionately believe the key to developing really great creative all starts with REALLY understanding the consumer and the consumer's decision making process. Understanding Consumer Behaviour is all about how Personal Influences on Decision Making leads to Learning and how this in turn leads to Attitudes and Interest and evaluations or feelings about objects or ads which a consumer may become perceptully aware. At Venture Planning Partners we have developed a proven methodology to developing really great ads.
From this data, we can assume that more businesses are looking to explore the concept of content marketing and investigate whether it is something they can use to promote their products or services.
If you have been toying with the idea of creating content for a while and are now ready to formalize a more structured content marketing strategy, here are seven steps you need to take in order to maximize its potential for success. Before you begin working on a specific piece of content, it is important to define and communicate your goals. Tip: While it may be tempting to analyze the direct influence of content to sales and make this one of your key performance indicators (KPIs), in reality, your content efforts probably will not function this way. Once you have decided on your goals, you need to work out how you will track and measure your performance against those metrics. Google Analytics is great for recording goal completions, and Google is always adding to its available measurement features and functionality.
Whichever way you do it, you will need to begin gathering data that will provide value to your target audience. This may be data you gathered from scratch or existing information; but this process will dictate the success of your entire campaign.
If you decide to collate your own data, you may want to use services like Survey Monkey, which are helpful for creating and delivering questionnaires which could go out to your email database. You could also create polls of your own customers or website visitors, or utilize social media such as Facebook, LinkedIn and Twitter to ask questions and compile data on a subject. If you are looking to repurpose other people’s data, look for independent industry authorities who are known for collecting relevant information. For example, you can compile the data into an infographic that you display on your website, and then write a blog post to go with it that discusses the infographic in further detail. The topic of content creation is worthy of a number of posts all of its own, but for the purposes of designing your strategy, you should ensure that every piece of content is professionally created by someone who specializes in the particular content format you are working with. Regardless of who creates your content, though, you should also dedicate sufficient time to headline writing, as this will play a big role in dictating the success of your campaign.


One of the biggest problems encountered with content marketing is that once content pieces are produced, they can exist in glorious isolation on the website on which they are hosted. Even if you have run a successful content piece that has been published by all of your target websites, you might still have to do a bit of housekeeping to ensure that you receive all of the SEO credit.
Many people may publish your content but not include any links back to your website, so you need to keep as complete a list as possible of the websites that have run your content.
This can be done by setting up Google Alerts that email you whenever your blog title is published or your company is mentioned.
Once you have compiled a list of websites that have published your content, you can analyze each one and make sure they have linked back to your website.
If you find websites that haven’t linked back, simply drop them an email or a tweet and request that they include a link to your website. If you are looking to take your content marketing strategy to the next level, then there are many things to consider. Set up internal processes to make the process a little smoother and ensure that everyone in the team can contribute to making your future content a success.
Follow our simple, step-by-step plan to integrate unique, impactful, and strategic content marketing into your organization. Alan Grainger is the SEO and Online Marketing Specialist at Superdream, a full-service marketing agency based in the UK.
Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! I’m wondering if you or anyone else has thoughts on integrating whitepapers and case studies into a content marketing strategy. Hi Wilton, yes have tried White papers in the past, LinkedIn and Facebook advertising can be really good for marketing these given how targeted they are. The Southeastern Partnership board of directors established a three year strategic plan for the region to guide its marketing program. Teaching your customers something of value to them is a great way of engaging them and building customer relationships and a smart marketing strategy. E-learning is the process of creating high-quality content, interactive graphics and quizzes that helps present the information in a timely manner and offer opportunity to learn and experience. Perhaps you have an instruction that you are offering for free as a way of engaging with your customer base.
This is an animated instruction that leads the viewer through the basic steps of using a technique called EFT. We can help you identify and build an interactive way to engage with your clients and build on that relationship trust. The first part of the video is more about research and building a great app, which are definitely a prerequisite. You have to know why they download apps and what they want, with both quantitative (surveys for example) and qualitative (sitting down with your beta users) research. For each app, you have to find what monetization works best: it might be ads but it might not be. Having a cool promotional video might not give you tons of downloads, but it will raise your brand awareness. Once we select the right target market for your brand we then move onto the next phase of the marketing process, Positioning. Another IMC model called The Schultz model emphasizes the elements and processes involved in executing an IMC program. This made be a Low Level of Involvement where attitudes are weak and may be easily changed and influenced OR a High Level of Involvement which requires far different creative and media strategies due to the fact that consumer attitudes are strongly held and this requires that marketing messages must be integrated with previous knowledge. If you would like to learn more or to arrange for an assessment of your current creative please contact us. However, recently it has become more prevalent, as the subject has found its way onto SEO blogs, as well as throughout any literature that touches on online marketing. But before you dive into developing content to market your company, there are a number of factors you must prepare for in order to get the most out of your time and expenditures. This is particularly important if you need to justify your budget investment to your company’s executives, as it will help you quantify your results later on.
By setting your goals right from the start, you can then focus on building your content in a way that will increase the chances of meeting those benchmarks. Instead, decide on goals that will align with your other marketing strategies, such as improving your social media presence or harvesting email addresses for future email marketing campaigns. If your desired goal is getting readers to take an action, such as tweeting your post or signing up for a newsletter, make sure you are tracking the results for each of these events.
This data should offer a unique perspective of your industry and could be gathered through interviewing customers, discovering the success rate of a particular initiative, finding out satisfaction rates — anything that will offer a valuable insight into a particular sector.
They can also be placed onto a page on your website, and you can use incentives such as discount codes to encourage site visitors to fill them in. For example, online marketer Sean Revill has produced a comprehensive list of resources for data gathering efforts.


You aren’t restricted to one piece of content either, as you can create a wide range of content depending on what you are looking to do with it.
The information can then be worked into a press release that promotes this content on your website, or you can even create a guest post on a relevant website that discusses the data from a different angle.
For example, press releases should be written by copywriters, and designers should be responsible for infographics. So, for example, if you are trying to promote yourself as an industry authority, the types of content that you produce should all be aligned to benefit this aim. Distribution is everything, so you need to make sure that you forge a clear path for those you want to engage with your content.
For example, think about who you want to read your content, and consider where these audience members are likely to be. If you are looking to boost your authority as a financial thought leader, for example, you will need to target esteemed financial publications, rather than smaller, less authoritative blogs. If they are coming from authoritative sources, you don’t need to be concerned about what the anchor text says.
Keep your overall marketing and business goals in mind at all times and make sure that everything from concept to distribution is considered with these goals in mind. It’s not surprising that the number of businesses looking to implement content marketing continues to soar, but what is surprising is that so many decide to just “give it a punt” and see what happens, rather than create a strategy that sticks. I mean sure you need to gather data when determining which contents to produce and how to plan out your content marketing but you also need to measure at the end of the process to make sure that goals are met or if they aren’t. Let’s take for example selling your services as an energy therapist or massage therapist. You can really make the information come alive with graphics and interactive elements such as quizzes and click-able graphics. You can choose to offer them a video and also a text instruction, but why not combine the two? Moving, or automated graphics are ideal when you want to draw attention to information on your site. An interesting tip that he gave is that getting people to write about your app improves your search rankings in the Play Store.
The Duncan model uses a step-by-step approach to portray how IMC creates the synergy to build relationships. Not just customers but also employees, stockholders, competitors, neighboring residents, the press. Organizations must proactively seek stakeholder input and listen to the customer’s voice.
The level of a consumers's involvement in turn must also be understandood in the context of the Interpersonal AND the Non-Personal Influences on Consumer Decision Making.
This information will help you to work out your conversion rate, as well as allow you to better analyze the success of each content effort and identify areas for future improvement. If you use other people’s previously gathered data, you can lose the immediacy of producing something unique and newsworthy. I write B2B content and I try to work with my clients to market their content in ways similar to what you’ve described above.
I love your seven steps for that reason – for those who have no idea where to start, this serves as a great resource for initiation. By teaching your potential customers small little techniques which can help in a specific situation, then you enrich their lives and your relationship is improved. So not only will you get more people to your Google Play Store page, you also get ranked better! All these influencers have a major direct bearing on the Consumer Decision Making Process and on-going learning which leads to Consumer Habits and Brand Loyalty.
However, by repurposing data, you can help expand its reach to new audiences — and if the original content author likes what you’ve done, they may even promote your content in return. Most seem happy to have their whitepapers and case studies available for download but they are not aggressively marketing them. And for those who are getting it right, yet desire actionable follow-through ideas, this helps to make the process smoother by safeguarding future success. A smart marketing strategy includes ways to build on the trust between you and your potential customer and sometimes simple smart give aways can give great returns. The example below is a very simple instruction process which customers can follow along with. At Venture Planning Partners we passionately believe that long term sustainable success is all about how your company or brands position themselves as different from your competitors.
This allows us to make a thorough and detailed assessment of your brand's positioning alternatives and most desired position.



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