Social Media

App Engagement Metrics: 3 Lessons Every Mobile Marketer Must Learn




App Engagement Metrics: 3 Lessons Every Mobile Marketer Must Learn

There’s no doubt that you know the importance of app engagement. After all, successful user engagement translates into returning users and more conversions. You probably also have a plan in place for how to measure, analyse, and optimise your app engagement. Right? Alternatively, maybe you think you do.

Just like with other marketing channels, many mobile marketers tend to measure vanity metrics that have minimal effect on their business. So, how can you avoid doing that?

Here are three lessons every mobile marketer must learn before investing time in measuring the less critical metrics.

Lesson 1: What Is Your Actual Goal?

Before taking any action, you must determine what your goal is. Consider the following scenario:

You put a video tutorial in your app to explain the functionality of a new feature you would like to promote to a segmented group of users. You need to know if the number of people using the function grows and, if so, by how much. The other aspect you would like to measure is how many people started using the service soon after watching the video, which means that you can attribute the feature’s newly gained success to the video. So, your goal should be an X per cent increase in the feature’s usage, and this goal should be set in advance, before launching the video tutorial.

It’s important to check that people didn’t stop watching your video immediately after they started playing it, because if they do, that means there’s an issue with the content, but not necessarily with the medium.

Assuming they did watch more than just the beginning, then it doesn’t matter how long they watched it. Your main focus should be if it helped people move on to the next stage. The video is just one of your tools to drive people into action.

Lesson 2: Be Careful With Qualitative Measurements

“Everybody else is doing it” is a popular answer when children are asked why they are doing something that they shouldn’t be doing. As a digital marketer, you have to try to be more careful and differentiate between metrics that are 100 per cent quantitative and those that combine quantity and quality, which should be measured with more care.

A classic example is the “time in-app” metric. Of course, you love seeing people spending time on your app. However, the question here is, are they having a good time in your app? Are they spending more time in the app because they enjoy the experience, are they planning future purchases, and does your content entertain them?

But what if it’s the opposite? What if they are frustrated because they can’t find what they’re looking for? Alternatively, what if they’re not sure how to use a feature that they would like to try?

If people who watched the video spent more time in your app, but this extended time is exactly the time they spent watching the video, then this metric isn’t telling you anything apart from that people watched the video.

You can’t always connect all the dots, but you certainly have to put closed-loop metrics in place to check the relationship between quality and quantity.  In this scenario, it means measuring the relation between time on app and activity completion.

Lesson 3: So What Should You Measure?

When it comes to user engagement features, there are 2 levels of metrics that should be measured:

  1. The short-term, immediate response to the engagement experience

For example, how many people filled out your survey, or how many people clicked a deep link on the push notification message you sent. These are important metrics to tell you in the short-term if your actions (a.k.a. campaigns) were successful. Typically, these metrics should be discussed at length between the marketing and product teams to analyse the reason for the immediate success (or failure) and ways to optimise it.

  1. The long-term results of your activities

For example, do you have more app shares, higher app ratings, more granted permissions, more completed purchases, etc.? Again, if you have a proper analytics plan in place, you will be able to attribute your engagement features’ impact on these closed-looped metrics. This level has the metrics that you should share with the sales team and management, as they care mostly about the bottom line.


While metrics are an essential key for marketing success, tracking and analysing your KPIs is a time-consuming process. As a digital marketer, you’re relying on mobile analytics systems, plus various marketing automation and CRM tools, to make sense of it all and to help you decide on your next steps.

That’s why you can’t afford to spend time measuring vanity metrics that don’t impact your business.  In other words, getting insights, making decisions and implementing future steps based on the ‘soft’ metrics can, at times, do more harm than good.

Social Media

3 Reasons to Harness the Power of Social Media





Friends watching social media in a smart phone.

Social media has a variety of platforms that can be a powerhouse for your company if used effectively.

Use the platforms that are the most popular with your audience.

Your customers expect to find you engaged on these sites.

They will look for you to obtain quick solutions to their questions or problems.

These expectations offer you three opportunities to build a more secure business.

1. Audience Engagement

Your audience needs to know that they can connect with you whenever they have a question or problem.

They will use the easiest and most convenient way possible to get a solution.

That will be their social media account. Make sure your company has an active account that you use regularly.

Whether there is an issue, or they want to share their pleasure, many audience members routinely express their opinions to the world.

Quick acknowledgment of their thoughts provides a sense of support and validation for their commitment to your business.

They are encouraged by your response, increasing the likelihood of future interaction and increasing the possibility of future sales.

2. Cost-effective Advertising

Every company has to set aside money to advertise their business.

Today, social media accounts are primarily responsible for the reputations a service or product enjoys.

The results obtained through these interactions will increase exposure and widens your customer base.

By customizing your social media marketing campaign, you can deliver what your audience wants when they need it for pennies on the dollar.

3. Troubleshooting and Product/Service Development

By routinely engaging your clients, you know their needs and can arrange your future sales accordingly.

Your presence on social media platforms also allows you to head off impending problems that can damage your reputation, especially if it involves a new product release or service requirement.

Your audience will remember the details when looking for something within your niche.

Their experiences give them the confidence needed when they are looking for products and services in your industry.

Whether you are building a new business or expanding, remember to maximize your marketing results to increase your reach.

Social media accounts for most of the “word-of-mouth” advertising.

Businesses still depend on this format to increase brand recognition within a niche.

Make it a part of your marketing strategy to continue to improve recognition and authority in your field.

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Social Media

3 Social Media Tips for Writers





Double rope rappelling of a climber

The work responsibilities of a freelance writer have certainly changed over the years. It is no longer the case that the job is limited to only the writing process. The best freelancers now need to invest a significant amount of time in social media efforts to promote themselves.

The following article explores this content in more detail by providing some social media tips for freelance writers.

Make use of Twitter and Facebook.

Twitter is a conversational platform and can be a great place for freelancers to be. The opportunities are vast. You can post links to your latest content, advertise that you are available to hire, and connect with other freelancers.

It’s certainly true that having a strong Twitter profile with regular updates will add to your credibility as a freelancer.

Facebook doesn’t tend to be such a good platform for web traffic, but it can still have significant advantages. First of all, you can set-up a Facebook page to market yourself where you can post some of your latest content.

Facebook groups also offer a significant opportunity where you can find out about job opportunities as well as getting exposure for your content if your allowed to post links.

Remember that visuals rule on social media.

It’s fair to say that you won’t get very far merely posting words on social media; it isn’t the sort of content that engages enough these days.

Of course, visual content is critical when promoting on the more image-led sites such as Pinterest and Instagram.

At the same time, when you get your visuals right, it can be hugely rewarding for web traffic and exposure. It’s a good idea to use various social media platforms to create your content for each social media site and play around with it to see what works.

If you have the time to invest in it, Pinterest can be hugely rewarding for web traffic, but your visuals have to look great.

Stay active on your core platforms.

It’s important to have a schedule for your social media activity; otherwise, you will not be as active as you should be. Social media platforms are different, and not all of them are right for everyone, it also depends on how much time you want to invest in it. Some sites require a bigger time commitment than others, and you want value for your time.

However, you will quickly understand which platforms are worth your time.

It’s also a good idea to have a clear strategy of what you want to achieve with each platform. You may also want to plan content in advance and schedule your posts.

Staying active though will be the way forward to getting the best results.

Being a freelance writer can be a complicated job as there are many more aspects to it than simply writing content. Social media though needs to be part of your work, especially if you write most of your content online.

Various platforms have much to offer freelance writers if you are willing to invest the time. Remember to make use of Facebook and Twitter, use key visuals and stay active on your core platforms.


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Social Media

Three Tips to Growing Your Business on Twitter





Checking social media in the bed

Most brands now appreciate the importance of growing a strong presence on social media.

One of the biggest platforms suitable for most brands is Twitter.

Therefore, this article looks at some of the ways you can grow your business on the social media site.

Don’t be afraid to follow.

Many brands seem to think they can’t follow customer accounts on Twitter. They take the view that customers should only follow them.

Of course, this mentality can work for the most prominent brands, but it’s not so helpful for small businesses and start-ups.

Think back to traditional mass marketing techniques; if you want your business to grow on social media, customers need to be aware that it exists. Therefore, following can be one way you can start to get your brand known.

It also lets users know that you’re on Twitter for two-way engagement rather than only wanting to take but not give. Show your audience that you genuinely care about them.

Being overly promotional won’t win you many friends.

Of course, you are on Twitter to grow your business, and that means more sales and hits to your website.

However, you have to be canny about how you achieve these aims. The simple reality is your followers are not going to enjoy being sold to in every tweet.

In fact, some brands make the mistake of only tweeting promotional content. Instead, connect with your audience and encourage the conversation to flow. Once you do this, your account will grow, and your audience will be more receptive to your promotional efforts.

Therefore, growth of your social media presence should be your main focus in the early stages.

Schedule and plan your tweets.

It’s indeed necessary to be active on all social media platforms. However, how active you are depends on the requirements of each site.

Twitter is an example of a platform where you can almost be as active as you like, so you can tweet a lot throughout the day without it having a negative impact on your audience.

However, managing multiple tweets per day can be a challenge for even the most organised businesses.

Therefore, you want to have a robust social media content plan to at least know which subjects you are going to tweet about beforehand.

It’s also a good idea to schedule your tweets to ensure you stay on track, post at optimal times, and reach a global audience.

The majority of businesses feel the need to be active on social media. However, being successful takes a level of know-how and expertise. Remember to follow your customers, focus on conversation rather than promotion, and to schedule and plan your content on Twitter.


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