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:
- 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.
- 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.
3 Social Media Tips for Writers
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.
Three Tips to Growing Your Business on Twitter
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.
Three Ways to Generate Ideas for Freelancing
When working as a freelance writer, it’s essential to have a process for generating ideas for new content.
The simple reality is that when a writer runs out of inspiration, their ability to earn will be negatively impacted.
Therefore, this article aims to provide some tips you can use to come up with ideas for new articles.
Follow the trends
There are different schools of thought when it comes to following trends. On one hand, you can get a lot of attention for an article that is written on a topical issue, but that exposure is limited after the news breaks.
It’s also fair to say that writing on trends is incredibly competitive, meaning your piece can easily be lost amongst other writers covering the same news story.
Of course, this doesn’t mean to say you should ignore trends but perhaps be smarter about the ways you approach them.
For example, you can look at writing content taking a new angle on a trend or covering the broader issues.
You can also cover content on topics that trend regularly, which means you might inadvertently write an article before the trend begins.
Stick to certain topic areas
One of the most effective ways for freelancers to come up with content ideas is having a clear focus for topics in the first place.
If you’re too much of a generalist, then you will always be wondering which topic to write about next.
On the other hand, having a range of precise niches makes the whole process a lot more straightforward. It also means you will produce better articles because the more you write about a topic, the better and more knowledgeable you will get on the specific subject.
The only cautionary note here is to ensure you don’t make your niches too narrow. It’s crucial to give yourself a range of options to create diverse and varied content.
Continue to write what sells
When you’re starting out, the process can be more difficult because there is an element of trial and error to determine what works. However, as you start to sell content, you will get a clear impression of which subjects to cover.
It’s an intelligent strategy to write similar articles to the ones you have sold in the past.
Of course, this means writing content on the same subject as well as related areas. Think about your current clients and the content you have sold to them; remember they are likely to want similar content.
So, aim to write the material they will want to buy, rather than thinking exclusively about what you want to write about.
This article has covered being a freelance writer in the online world.
Remember that writing online doesn’t necessarily mean following all of the traditional rules from the past. It’s also essential to move and react quickly when it comes to creating content. Therefore, you should have a process for generating new ideas.
Remember to follow the trends but be smart about it, develop your niches but don’t be too narrow with your focus, and continue to write what you have sold in the past.
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