Are apps part of your digital marketing plan at this point or in the future?
@emily_C27 Not for my agency at this very moment but I can definitely see a more immediate need for some of our clients.
@MatthewAYoung Depends on the client. Most of my enterprise clients who focus on retention have apps, but not primary outreach mode. Apps are geared more towards repeat visits. Have you ever shopped on the amazon site on your phone? You used the app and not the site in a mobile browser.
@jacquesbouchard They’re such an investment and a hard sell, and they don’t make sense for most businesses.
@KristiKellogg While apps ARE an investment, if you get a user to download one, you’re top of mind, constantly with them, etc. If you can get them to buy in, apps are an amazing opportunity to be where your users are.
@MatthewAYoung But how you get them to download is another issue (and form of SEO) entirely.
@BerkleyBikes Not everyone needs an app. There’s gotta be a saturation point.
@MatthewAYoung I think that saturation point happened a long time ago. Too many choices. Word of mouth is how i get apps. I dont know where to start when i go to the app store. Paralysis.
@Casieg Same. Hear about it from friend, try it out, and if I like it, I keep it. Otherwise, it’s off my phone.
@CaitlinBoroden I only have maybe a handful of extra apps installed on my phone. Am I the only one?
@KristiKellogg I don’t have that many, but once it gets on my phone I never actually delete them.
@Berkleybikes I’m super attentive to what apps I download. Even on a flagship phone, lots of apps = slower.
@samueljscott Depends. Apps are delivery mechanisms for products. Do apps if you want people to be able to use the product on mobile devices.
@Casieg Not currently but for a few of our clients they are.
@BerkleyBikes Not in the immediate future, but never say never.
@CaitlinBoroden Sadly, none to speak of.
@BrianRBaker4 No. We work with SMB and focus on mobile friendly & responsive website design instead.
@billsebald Apps are always a card to play for us.
@Randomhero180 Haven’t considered apps to be a part of our plan. Most of our clents are local businesses.
@emily_C27 Same for me here! Seems like everything is starting to localize these days though, even apps.
@JohnBertino Talk about evergreen content – solve a need/intent w/ an app and collect links/shares/traffic for eternity.
@Jennifer_Asc Not us, but some of our clients. Depends. If your client is Zynga, then it’s a must. If John Deere it’s not crucial.
@GoBrandify Yes! And before the adoption rate grows, we encourage brands we work with to get involved too.
@igalst Yes, both iOs and Android. Tradets prefer the apps experience, as they have to be updated constantly.
Google said links to a user’s apps may show up in SERPs beg. Feb. 26. Have you enabled deep links to an app?
@emily_C27 This new one from #Google seemed to have come up rather quickly; while it’s important, I’m not sure if it makes sense for all.
@billsebald Yup. Also schema them up where you can.
@MatthewAYoung not for the apps im working with. (sad face)
@Casieg Our clients who are using apps are using them internally for sales teams. Less so marketing & def not SEO.
@igalst Yes, about a year ago. Can’t wait for it to work with un-installed apps as well.
@BruceClayInc If you’ve enabled deep linking, have you seen evidence of SERP visibility increasing since 2/26?
@igalst A very slight increase, nothing drastic. In the photo – sessions from google to the app.
@BruceClayInc Thanks for sharing the results. That’s a measurable increase from app deep links!
@BruceClayInc This resource walks you through coding for deep linking.
@CaitlinBoroden I came across this nifty one last night.
@paulaspeak I do use my Weather.com app all the time.
@paulaspeak Google says people are spending more than 80 percent of their time on mobile in apps. That’s compelling.
@KristiKellogg People on average install 26 apps on their phone (many apps are left out) & 5 percent of apps drive 92 percent of all app downloads.
@Casieg If you’re interested in app indexing, definitely check out @justinrbriggs blog. Lots of good stuff.
When DOES developing an app make sense?
@GoBrandify When your brand sees a way to help its customers. Apps take extra effort so you must give value through them.
@emily_C27 The more niche and focused your product or service is, the better. Apps need to be simplified and narrowed.
@MariaEisenhart When the app is an additional resource to the consumer and adds new business benefit w/o taking away from other medias.
@MatthewAYoung So existential, I love it. Reminds me of college. When content needs to be packaged for consumption for users.
@CJLio When you have unique content or experience and a wide user base. If it’s already on your website, it shouldn’t be in the app.
@Randomhero180 If you have something to offer to the customer. An informational app isn’t fun for consumers.
@CrowdContent When it makes your user/audience’s life easier. Ask your audience. Do they want an app? If so, start building.
@jacquesbouchard When your site offers something unique and is “app”able, or it bypasses what would otherwise be a barrier to mobile usability.
@Jennifer_Asc When the Co. is providing services remotely (ie. banking), yes. If people need to physically be there. (ice cream stand), no.
@JesseStoler When the demand is there. No point in creating something if no one is going to see the value in it.
@tannerpetroff An app makes sense when you have the budget & capabilities to do it right, & there’s a legitimate need for the app.
@KristiKellogg If an app has exclusive content in the form of coupons, discounts, and free things, it’s always a good idea. Money talks.
@CaitlinBoroden Target’s Cartwheel app is a great example of this.
@KristiKellogg Yes Cartwheel is great. Victoria’s Secret and Macy’s also have awesome apps with exclusive content.
@MariaEisenhart check out the @toryburch app it has awesome content updated frequently!
@irleslie Depends on your goals. Can’t make a blanket yes or no statement on that.
@BerkleyBikes When your site REALLY can’t offer the functionality that you need on mobile.
What reasons compel someone to download an app?
@emily_C27 What can the consumer get out of it? Discounts? Coupons? I think Delta and Starbucks!
@irleslie Needs to solve a problem/make my life easier (that is unless it’s Candy Crush.)
@BerkleyBikes Functionality that would be a major PITA on a mobile browser, or if the app is much better than the mobile version of the site.
@jacquesbouchard This chat reminds me of a decade ago when SEO’s/webmasters were crazy about getting users to bookmark them.
@GoBrandify In our experience, we work with multi-location brands. Users are looking for directions, reviews, deals& events.
@BruceClayInc It’s worth pointing out that your approach is user-centric w/ apps that give users what they’re looking for. Smart.
@KristiKellogg In order to have someone download an app, they need to know you even have it! Make sure you get the word out. And practically, that can mean optimizing a page promoting your app so that it shows up (fingers crossed) as a site link. Or, #traditional, have promo material in your business/store letting people know there is, in facts, an app to be downloaded!
@tannerpetroff If it’s not showing up, you can use GWT to remove other sitelinks and give your app page a better chance.
@tannerpetroff For me, I only download an app if it makes my life easier or better.
@lisabuyer Makes life easier
@Casieg Has to offer something that makes life easier and is better than the web experience.
@KristaNeher It solves a problem.
@MatthewAYoung App Store optimization (ASO) is a real thing and its been around for years. I am reminded of the iphone ads from years past – There’s an app for that LOL.
@Randomhero180 Makes getting info or ordering something easier, entertainment, Freebies/coupons.
@kenhkelly It has to help improve someones life, either by entertainment or functional productivity.
@CJLio Obviously word of mouth marketing needs to be immense already. Most users dload app and don’t come back after 2 weeks.
@MatthewAYoung Ive seen this happen and its brutal. People read about it download it and never use again.
@lisabuyer I am guilty of that, I have to do an app cleaning every 3 months.
@CJLio It’s almost becoming an addiction. Have it just to have it withouthout really seeing the true value.
@samueljscott To get downloads, put some benefit or feature in the app that is only in the app.
What are your strategies/tips when it comes to app store optimization?
@MatthewAYoung There it is! Consider SEO 101 level items. Optimizing the titles and descriptions with keywords, using video and images. Also, linking to the app listing in Google and/or Apple is a good thing as well.
@lisabuyer This is critical for max exposure.
@kenhkelly As a consumer, I hate when someone puts reviews before description. I leave the app and move to the next. Description first! Show me what the app ACTUALLY looks like. Not some crazy rendition that’s miles away from the truth.
@CaitlinBoroden Demo images are huge for me. Show me what the app looks like before I download it.
@BruceClayInc We know reviews are critical to app store ranking.
@CJLio You really need to put in the time with AppStore optimzation, descriptions, and screenshots. Cater to your audience! I hardly ever see companies politely asking for a review! If you deliver a great product/value, don’t be afraid to ask.
@MariaEisenhart Too many times I have searched for an app I wanted to try but I don’t remember the name & it was lost forever. Offer something unique that is not offered unless you review an app.
@KristiKellogg Again …. incentivize! If I can get something for free I WILL review your app. And I’m sure I’m not alone on this.
@samueljscott Spread links in site footers to your app in app store & use the app category for the exact-match anchor text (Not really!
@KristaNeher In-app prompts at the right time.
@igalst Ask a returning user if he likes the app, ask to rate the app only if he does.
@CrowdContent Build a killer app that deserves an awesome review, and/or ask the user to review once they have used app successfully. CTA!
How do analytics and tracking change when you’re looking at an app vs. a website?
@CaitlinBoroden Can’t say I’ve implemented it myself but I found this useful for an overview.
@igalst Well tracking is much harder, less tools are available. (Almost) no referrals or keyword data at all.
@CJLio Never really monitored analytics for an app. But how hasn’t GA figured out the conundrum of app traffic to desktop yet?
Do you expect wearables to change how apps are developed and used in the future?
@GoBrandify Definitely. Wearables& #IOT will make location even more important when it comes to app development/optimization.
@Jennifer_Asc Location apps drain batteries it seems, on my phone anyway. Battery life will need to improve.
@GoBrandify Definitely. That was a huge concern during the #AppleEvent as well!
@emily_C27 There will always be a shiny new toy to alter some of the ways we operate. Smart phones were a big one! The #applewatch now
@igalst Personally yes, but it feels that people are skeptical since Google Glass.
@KristiKellogg Hello, #InternetofThings
@lisabuyer Can’t live without my #Fitbit
@Casieg Agreed. I already have high expectations for my Fitbit app. I can’t imagine those expectations being lowered.
@MariaEisenhart 100%, As a consumer I would hope there is a clean and simplified version of the app for wearables.
@lisabuyer Any apps that tie in health and fitness optimization and wearables are a huge play.
@JesseStoler Absolutely. Any new app will not pick up steam if they aren’t designed for whatever smart wearable is fashionable at the time.
@CJLio Great question! Honestly, I could see developers making two versions. One for mobile, one for wearables. Only necessities.
@Jennifer_Asc And then you’ll have customers who want the streamlined wearable as a lean version for their mobile.
@Casieg I think that like anything, companies will need to develop for where their users are. If they are using wearables, def.
Besides lack of use, what makes you remove an app from your mobile device?
@KristiKellogg Bugs, for one.
@CaitlinBoroden Too many ads! That I accidentally click on all of the time grr.
@CJLio Battery use. Not worth it if it diminishes the rest of your daily mobile activities.
@lisabuyer Over promise and under deliver. Despite all the bad publicity #yelp app receives, I love it and live by it for so many things – directions, phone#.
@GoBrandify Privacy concerns, bad UX, little value. There are tons of reasons but no excuse to make these mistakes!
@kenhkelly Bugs, popups/ads that hinder productivity, lack of support – to name a few.