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Why Restaurants Are Moving to Mobile Apps and Facebook

At Launchpad App Development, we are always keeping up to date with the latest trends and insights in the world of apps and mobile. A notable trend we’ve been witnessing is the increase of businesses in the hospitality industry using apps and social media. It’s easy to see why. Social media and mobile has benefited many industries in the past few years by increasing efficiency, sales and innovation. Restaurants and cafes can also achieve these benefits through mobile, allowing them the opportunity to increase customers and sales. Today we give you an insight on why your restaurant should take advantage of mobile browsing, social media and smartphone apps.


Smartphones are changing our lives

Smartphones have changed many elements of people’s lives. For example, many young people rely on the clock on their phones, instead of wearing watches. In addition, it has also changed our purchase behaviour, where people buy things due to mobile commerce, which is a growing and lucrative market.

For instance, Restaurant App Engines found that 51% of smartphone users say they would be far more likely to make a purchase from a retailer or restaurant with a mobile specific website or app then search a retailer on a desktop. However, currently only 4.8% of retailers currently have a mobile specific site or app for their hospitality business.

 

How will an app benefit my business?

There are many benefits of creating an app for your hospitality business, such as:

  • Gaining more reviews:

An app gives users the opportunity to establish a database of reviews from customers. Customers can rate and write their own reviews, while also reading reviews from previous customers. Online reviews are one of the main elements that influence a consumer’s purchase decision. According to Invesp, 90% of consumers online reviews before they visit a general business. As a result, having positive reviews will most likely increase sales and customer conversion.

 

 

  • Creating convenience for customers:

Creating an app can increase convenience for your customers, enhancing customer experience. Building an app can provide customers easy access to information, such as your menu, daily specials, business hours and store location.
In fact, previewing menus could influence customers visiting your restaurant. Research firm Chadwick Martin Bailey found that 62% of customers would less likely go to your restaurant if they can’t see a menu on their mobile.

 

Melbourne App Developer      Source: Guzman y Gomez’s app from the Google Play store

In addition, an app can help make the entire purchase process much easier. Customers can order their meal on their mobile and collect it in store. This decreases any long wait times or queues that consumers might experience during peak hours, reducing customer annoyance.

 

 

  • Gaining the competitive edge through incentives:

With an app you could even offer incentives, such as loyalty programs or mobile coupons, to increase sales and repeat customer visits, giving you the competitive edge. For example, Starbucks has a rewards program on its app, allow customers to redeem free music, drinks and apps.

Mobile App Development Melbourne

Source:  Google Play Store


Case Study: Domino’s Pizza

Domino’s Pizza is an example of a restaurant that gained success through creating an app. The app allows customers to view menus, order and customise pizzas with ease, while also tracking their order in real time. Released in 2009, starting with the iPhone, the app helped increase $2 million in sales within weeks upon release. Combined with its Android and Smartwatch platforms, the app continues to contribute in the pizza chain’s profit increases.

 

App Development Australia

Domino’s app allows you to order, pay and track delivery on your smartphone.

 

How will Facebook benefit my business?

Facebook now has over 1.13 billions daily active users with 1.03 billions users who access social networks via mobile devices. People spend a lot of time on social networks with an average of 50 minutes on Facebook, Instagram and Messenger every day.

This is a great opportunity to interact and engage with your target market. This can be done in various ways, such as providing menu updates, offering discounts or gaining feedback from customers. In addition, you can use images and videos to capture the interest of your target market, which can instantly become a return on investment.

Facebook campaign uses a pay-to-pay network, which gives you the ability to target users by their location, demographics, age, gender, interests, behaviours and much more. Facebook gives you the ability to easily track your users and provides you with an immediate influx of traffic.

As a result, Facebook marketing will give you the opportunity to capture your audience’s attention before they begin searching for other business like yours and potentially increase sales.

 

So what does this mean for restaurants today?

People are far more selective when it comes to eating out and are more inclined to share their dining experience on social media and blogs. Today, a majority of our decisions are influenced by research and information found online or recommendations by family and friends who post about their experiences through social media.

Users tend to use online reviews such as Google or Facebook when making their decision about where to eat. According to Modern Restaurant Management, around 80% of people will check the rating of a restaurant online before stepping inside. This can include checking websites or looking at reviews on different social media platforms. In addition, these 80% of people are more likely to take action the same day as their search.

At Launchpad App Development, we create innovative apps that will benefit your business and give you the competitive edge. We work with you throughout the app making process to enhance your app idea. We have worked with entrepreneurs and businesses from various industries around Australia to create the app of their dreams.

Have an app idea? Contact us today!

 

 

6 Step Guide to Designing Your Very First Mobile App

Did you wake up with a creative idea for the perfect mobile app? One that nobody else has thought of, and that you are certain will be the next Uber or Airbnb?

The only problem is, you are unsure on how to even begin designing and building an app! Never fear! We at Launchpad App Development have developed a brief guide on the 6 key steps that will bring your mobile app from idea to smartphone screens everywhere.

1. Define your goal.

It all starts with an idea. Having a “Great Idea” is the starting point to every successful project. Having a vision of what you want to accomplish at the start is an important benchmark that will confirm whether the development process is heading in the right direction.

 

Before you go straight into it, you must clearly define your app concept. This includes outlining:

  • Your app’s mission and purpose: what is the app going to do
  • Its core appeal
  • The problem is it going to solve, or what part of life is it going to improve

 

Defining a clear goal for the app is also going to help explain your idea to a developer and help move the development process along a lot faster.

2. Research your idea.

While you may believe you have a revolutionary idea, you may get your hopes up a little too quickly.

 

The main purpose of research:

  • Find out if there are other apps that do the same thing on the app stores.
  • Look for design inspiration for your app.
  • Determine the technical requirements for your app.
  • How you can market and monetise your app?
  • Decide whether you want to develop your app on iOS, Android or both.

 

Nonetheless you should not get discouraged by those who play in the same arena. It is essential that you focus on your own app project and your user acquisition. Learn from the core features and mistakes of competing apps, and drop all other assumptions about them.

3. Getting your app out there.

Think about developing a strategy on how you will get your app out onto the market. This shouldn’t be an exact map to take, but you should consider your possible pathways when getting your app noticed by your target market.

To do this, you must determine your niche. Research into how you can reach out to your target user and how you should reach them to make them see the value and use of the app.

Another important consideration is figuring out how your app is going to generate revenue. Will you charge your users to download it? Or will you offer the app for free but with ads? This monetisation model requires a large user base, so consider that as well.

There are various ways to monetise an app and it is up to you to decide on the channel you want to use.

App Developer Melbourne

4. Sketching your app idea onto paper.

By developing sketches you are laying the foundation for your future user interface. In this step you visually conceptualise the main features and the approximate layout of your app.

Having the first rough sketch of your app helps everyone on your team understand the mission. Use these sketches as a point of reference for the next phase of the project.

 

When sketching your app, keep in mind these 4 questions:

  • What will my Visual Brand Name and Design look like?
  • How will each screen look?
  • What are the size and shapes of various elements?
  • What are the actions users can take from each screen?

 

5. Creating a basic Wireframe and Storyboard for your App.

Wireframing is the process of creating a prototype or mockup of your app. There are a number of prototyping tools online. The most common are, Adobe Experience Design, Lucidchart and InVision.

These programs allow you to not only drag and drop all your representative graphics and placeholders into place, but also add button functionality so that you can click through your app in review mode. However, if you don’t want to pay for a subscription to these programs, you can always hand sketch your wireframes onto paper.

While you are working on your wireframes you should also build a storyboard for your app. The idea is to build a roadmap that will help you understand the flow between each screen and how the user can navigate through your app.

Wireframing

6. Find your self an App Developer you can trust!

When looking for an app development company, you’re really looking for a partner. To make sure you find the right partner for your app, we suggest asking every company a series of exploratory questions:

  • How do they learn to develop new innovations in mobile technology?
  • How do they collect and leverage the data from their previous apps and experiences? What have they learned from working with previous clients?
  • Do they offer the ability to collaborate (pairing their team with yours to develop, design, and test)?
  • Do they follow agile development methodologies (quick iterations, test driven development, constant communication)?

When it comes to agile development, our process at Launchpad is built to encourage innovative planning, adaptive development, rapid delivery, and constant improvement.

From budding entrepreneurs to emerging business, this framework allows us to approach every app with the right mix of technical constraint and creative expression to develop market-leading mobile apps.

So what are you waiting for? To find out how you can launch your very own mobile app, take the first step towards transforming your innovative idea into a successful app!

 

Rocket Icon

 

An App Entrepreneur’s Guide to Instagram Advertising

Instagram reached two important milestones in 2015. Neither of them had anything to do with Taylor Swift or Justin Bieber. Firstly, Instagram surpassed Twitter to become the second biggest social media platform in the world, after its parent company Facebook. Secondly, and most importantly for this blog topic, Instagram activated its advertising API for marketers to use in their advertising collateral. Read on to find out how Instagram ads can help get your app more downloads in 2016.

As we have stated in one of our previous blogs, businesses are moving away from traditional advertising channels and taking advantage of social media’s powerful influence on society. Instagram is following Facebook’s lead on advertising and now allowing small businesses, as well as large companies, to advertise within the app. We have seen the benefits of Facebook advertising for small businesses but can Instagram Advertising have the same effect?

According to eMarketer, Instagram’s global mobile ad revenues will reach $2.81 billion by 2017. This will account for over 10% of parent company Facebook’s global ad revenues, surpassing Twitter and Google’s ad revenues altogether. This indicates that Instagram will quickly become a leading platform for advertising. As a rsult, early adopting businesses will reap the rewards of using the Instagram app for mobile marketing.

Instagram Mobile Marketing

Instagram’s Ad revenue is set to surpass Google and Twitter by 2017. Source: eMarketer

But how will Instagram ads be different from what’s in our feed’s now?

Previously, Instagram ads were targeted based on country, gender and age. Now Instagram will use an algorithm, which incorporates data from users Facebook profiles and Facebook ad buys, to make their advertisements more relevant but without a huge increase of ads on the average feed. This means that advertisements are going to be more effective as the relevant people are going to be reached.

So you’re an app entrepreneur that wants to make use of Instagram advertising, but want to understand the science behind what makes an Instagram ad effective. Here’s our top 5 tips and tools to creating adverts that are #instagood.

1. Learn About The Different Forms of Advertisements On Instagram.

Instagram advertising has evolved quickly in the past year. There is now an array of options that you can apply for your Instagram advertising campaign. Lets look at them below:

Photo Ads

Photo ads are what users see the most in their Instagram feeds. They use high quality visual imagery to deliver your message and engage viewers. They are simple but extremely effective in reaching target markets and creating brand awareness. All these ads have a small ‘Sponsored’ icon in the top right corner to distinguish themselves from regular Instagram posts.

Video Ads

Video ads allow up to 30 seconds of creative video, including sound, to entice your viewer. The use of short video advertisements is rising and the benefits of video advertising are there for all marketers to see. However, it’s important to use engaging visual imagery to capture the viewer’s attention and not rely solely on sound to deliver your message, as the ad must be clicked on to for sound to be heard.

Carousel Ads

Carousel ads are Instagram’s newest advertisement feature. You can advertise your app using a number of different images in the same advertisement. Swipe right and the viewer see’s another image, with a different message or call to action. Swipe right again and they see another image. Carousel ads are strong performing and flexible, allowing you to use a number of different images and call to actions.

Instagrams Advertisements

The three Instagram advertising formats. Source: Instagram Business.

 

2. Get Your Advertisement Design Right.

The design element of your advertisement is crucial to the overall success of your advertisement. Unfortunately, just posting up an image of your product that hasn’t been given much thought will not get the desired response you are after. I’ve outlined some key steps to follow when designing your advertisements.

  1. Create a focal point in your image, which will engage the viewer and capture their attention.
  2. Make use of the rule of thirds and symmetry in your advertisements. Rarely place your focal point in the centre of the image.
  3. Use your logo subtly, not as the focal point, as it becomes a distraction and takes away from the content of your advertisement.
  4. When using text, utilise it to compliment the focal point and make the same fonts, one or two max, consistent across all of your posts. Only 20% of your image can be made up of text.
  5. The use of colour and contrast is key to creating a strong image. Use a plain background to help your focal point colour shine and make the image pop. When using a coloured background, contrast this with a white coloured focal point or text.
  6. Be consistent with your brand advertisement look. Your different advertisements should have a consistent look, whether it is similar compositions, use of fonts and colours or place of logo. This makes your brand recognisable and distinguishable to customers from other content.

3. Make Your Advertisements Look Native.

Making your advertisement look native doesn’t mean you need to have images of people from the depths of the African jungle in your ad. What I mean by native is making your advertisement blend in so it appears as though it isn’t even an advertisement.

You want your advertisement to look like any other Instagram post that might pop up on the average newsfeed. This means that you are not ruining the users overall Instagram feed by spamming them with obvious advertisements, much to the chagrin of many users (myself included!) and creating negativity around your app.

Instagram Ad Post

The Sprint ‘post’ to the left is clearly an ad, while the post to the right looks like a normal Instagram post. Source: The Verge

 

4. Use calls-to-action

Before Instagram allowed advertising, the only way to create traffic to your website was through putting a link to your website in your bio. Instagram was great for promoting brand awareness, but for directing users to a buy now page or prompting them to download your app? Not so much.

With the new advertising API release, Instagram has created Calls-to-Action buttons for use in advertisements. You can use these calls-to-action including, Install Now, Shop Now, Sign Up, Download and Learn More.

Instagram Ads Call To Action

These calls-to-actions can do a number of different things, such as opening a shop inside of Instagram or linking the user directly to their respective App Store for download of your app. Calls-to-action are making Instagram a far more effective marketing tool and all strong app marketing campaigns going forward will make use of them.

5. Make use of relevant hashtags.

Hashtags are critical to brand promotion, audience engagement and can be used across a number of platforms. Using hashtags comes easy for most of us on Instagram, but for advertising, you need to use them strategically. When used correctly, hashtags can reward brands with a larger audience and engagement outside of their local area. There are three different forms of hashtags that businesses can make use of.

Content Hashtags

Content hashtags, such as lifestyle, event or location hashtags, can get you views and click throughs from people who are searching for or using these hashtags. Hashtags such as #mondays, #coffeefix or #melbourne are all great examples of content hashtags that can be used to great effect in advertising.

Trending Hashtags

Making use of trending hashtags allows you to potentially promote your brand out to a large-scale audience, without the need to create the hashtag yourself. Businesses use trending hashtags such as #AFLGrandFinal or #fitness to effectively promote their brand and engage with a wider audience.

Custom Brand Hashtags

You can create a hashtag for your marketing campaign and promotions. Some of the top brands across the globe use their own hashtags in their posts, which become recognisable to their brand and can then be used by other users to create a community of followers and content around the brand’s hashtag.

They can be difficult to create and maintain, but if your custom hashtag becomes popular, the brand awareness can be immense.

A great example is KitKat’s marketing campaign featuring the hashtag #mybreak. KitKat utilises the hashtag across their social media pages and many other Instagram users upload photos of their own KitKat’s along with the hashtag, creating a community of KitKat fans and a growing audience.

Your Instagram Advertising Campaign Starts Now

Instagram advertising looks pretty straightforward. But without following these key steps, you won’t get the most out of the potential it can offer.

First, decide on what ad format you will use. Next, get your advertisement design looking on point. Your advertisement shouldn’t blatantly look like an advertisement – make it look native to the Instagram newsfeed. Use relevant hash tags to promote your brand and advertisements. And don’t forget to make use of calls-to-action!

Using those tools and tips above will help you design strong advertisements on Instagram and contribute more to the overall advertising of your app.

Do you have any other tools or tips to use for advertising on Instagram? Let us know in the comments below.

An App Entrepreneur’s Guide to Facebook Marketing

To advertise your app successfully on Facebook, you need to understand Facebook’s unique opportunities, and how it differs from other marketing channels. Within this guide, we highlight the core aspects of Facebook mobile app marketing, explaining the process from start-to-finish and providing tools to scale your operations towards sustainable and cost-effective ad campaigns.

 

More and more business are moving their budgets away from traditional advertising channels and increasing their social spending. According to eMarketer, Facebook’s social platform commands the highest market share in mobile ad spend with 37%. Why is this the case?

It’s simple: Facebook Advertising works.

However, putting together a Facebook campaign is no small task if you’re attempting to scale operations and maximise your ads’ ROI. When you’re trying to get people to download your app, every user – and every dollar – counts.

The upside is clear — Facebook is something you want to explore if you’re looking to grow user adoption. But if this is your first foray into paid acquisition or Facebook ads in general, it can be daunting to set everything up.

But worry not — the following step-by-step guide will walk you through everything you need to know about the Facebook campaign creation process from conception to execution.

 

Finding your uniqueness

So here’s something you probably already know from scrolling through your Facebook Newsfeed: Most users only spend one second on an ad before moving on. This is an extremely short window of time to grab their attention, show value, and get them to take action.

The best way to capture a user’s attention is to provide a clear message. As discussed in How To Optimise App Store Screenshots, the visuals should depict what the user will get from your app. If your app is a mobile game, your ad better show off the core gameplay. This seems like common sense, but you’d be surprised how an ad transforms when people brainstorm visuals — a smiling guy, multiple tag lines, the presence of a phone etc. These visuals may be valid in the right context, but when put together, add noise that confuses your message.

Screen Shot 2015-08-19 at 10.32.18 am✗ Cluttered with too many tag lines                  ✓ Shows value and prompts user action

So how do you achieve clarity? You identify your unique selling point, or USP. This is something you offer that your competitors don’t, or something your competitors don’t do well. It’s what sets you apart in the marketplace, but also the core of your app’s experience.

As part of our Rocketfuel Workshops, I help entrepreneur’s determine the USP of their app product by applying the following 5-step process:

  1. List the features and benefits that are unique about your product or service. Do a Google search and compare your features and benefits with your direct competitors. Identify the benefits that set you apart.
  2. Decide what emotional need is being specifically met by your product or service. Think about this from your customer’s perspective and add it to your list.
  3. Identify aspects of your product or service that your competitors cannot imitate. Put a star beside anything that cannot be easily duplicated, reproduced, or copied.
  4. Create phrases about your unique product or service that are short, clear, and concise. Use the words from steps 1-3 that you singled out. Be sure they can be easily communicated to and understood by your customers.
  5. Answering your customer’s primary question: “What’s in it for me?” Make it to the point and state it as a benefit to the customer.

 

Making your first campaign

Facebook provides their free Power Editor to create campaigns. If you followed our 5-step USP process from the previous section, I recommend using Power Editor for your first campaign as it allows you to attach an image that highlights your USP and plug in all relevant targeting information. Simply put, it sets up your campaign’s framework for you.

But don’t go attaching that image just yet!

Make sure that the creative image that you’re using is both relevant and engaging. If you just want to humor or surprise your target users, a Meme image might get some clicks, but very few people will convert.

Facebook Birthday

Humorous? Yes. User conversion? Probably not.

Long story short, avoid clickbait. Best case, users will install your app and then quickly uninstall it when they realise it has nothing to do with the ad they clicked. Worst case, you’ll upset users and damage your brand’s reputation, probably leading to a few bad reviews across your app’s Facebook page.

When you consider that 60.3% of all mobile sharing takes place on Facebook, you need to make sure that your app is part of that number the right way!

Remember the goal of Facebook campaigns: You want conversions, not just clicks. You want good users. The ones who were meant for your app the moment they picked up a mobile device. The ones who will buy your app’s Premium version, subscribe or make in-app purchases.

When making your first Facebook campaign, here are a few things to consider:

  1. The 20% Rule – When you’re making your design brief, keep one big thing in mind — your creative can be at most 20% text. Covering it with copy and call-to-action text won’t pass approval.
  2. Size up your creative – Before you or your designer get cranking on making an image, make sure it’s the correct resolution. If you need a visual reference, the Facebook Ads Guide displays each ad type.
  3. Make your campaign in Power Editor – The whole campaign process within Facebook’s Power Editor is very straightforward with many editing options. Furthermore, Facebook provides a video tutorial to creating ads in Power Editor.

One last thing before you create your ad: creative is much more important than copy. According to Elias Sandler, Founder and CPO of Adquant, Ad Click is determined 90% by creative and only 10% by copy. Simply put: Facebook users want to see, not read. Tune your ads accordingly.

 

Optimising your campaigns

So you’ve researched your user, thought of ways your app stands out, and made your first campaign. Now you need to look at optimising things.

If your ads go untouched — especially on a platform as fluid and changing as Facebook — you’ll see your once-awesome campaign’s budget evaporate with little growth to show for it. Don’t underestimate the importance of optimising, and doing it regularly.

Once you have an audience built up on your app’s Facebook page, or you have an email list to pull from, you can start using Lookalike Audiences. Facebook will automatically figure out who your top audience is through metrics you set, then go out and find people similar to them so you can target them with your ads.

To leverage Lookalike Audiences, first you need to create a Custom Audience with all your existing users. From Custom Audiences, you can locate hundreds of thousands of users who have never engaged with you but have a high likelihood of wanting your app.

This may sound like a lot of work, but it is worth it when you consider that advertisers can lower their new customer acquisition cost by 73% by setting up Custom Audiences.

MarketLand recommends the following ways to target Lookalike Audiences:

  • Similar to mobile app users – Target users that engaged with your app in a certain way. Be it downloading something or making in-app purchases, any trackable activity can be a trigger to make users targetable.
  • Similar to Facebook page fans – You probably have a Facebook Page with some fans, so put them to work for your app. Find other people out there that look similar to your current fans.
  • Similar to website purchasers – This requires you to have a Facebook Conversion Pixel installed on your website, but you can reach people similar to those who previously made purchases on your website. E-commerce apps should find this particularly useful.

No Title

Target optimisation is a great way to save precious budget dollars, so make sure you take time testing and evaluating your ads. Explore the full list of targeting options when building your own campaign, as there are a number of Facebook-specific techniques you can leverage.

 

Your users are waiting…

So you’re now equipped to conceive and execute your own Facebook ad campaigns. This guide should serve as a framework for all your future campaigns to ensure that you find new users and keep people engaged with your app.

Identify your app’s unique selling point. Create campaigns people want to see. Optimise your ads to target potential users.

Many startups are running into Facebook 
without a map, so use this guide to your advantage and secure great ad placement at a much lower cost.

Do you have any tools and tips for Facebook Marketing? We’d love to hear about them.

 

4 Key Elements to Write Blogs for Your App Startup

Photo Source: Essential App Marketing

Entrepreneurs need to market their App startups. When it comes to marketing an App offering online, content marketing through blog writing is one of the most effective methods to spread the word about your App and position yourself as an industry expert. But an effective blog post is not the same as churning out written content.

Effective content marketing is about telling really great stories that connect with your target audience. To write a great blog that attracts clicks, reads and shares from your target market, there are key elements that need to be incorporated.

As part of my blog writing practices for Launchpad App Development and our clients, I have researched the methodology applied by Online Marketing expert Neil Patel and formatted the key app marketing elements to accomplish the writing goals of successful App Entrepreneurs.

So, without further ado, here are the four key elements of a successful blog posts when marketing your app.

 

The Title

The headline is vitally important to a blog post’s success, as it is the first piece of content your audience will read. You may have put a substantial amount of time and effort into writing the blog, but if no one clicks it because the headline is boring, you might as well have not written anything to promote your app.

Research from Copyblogger found that, on average, 8 out of 10 people will read the headline, while approximately only 2 out of 10 will continue on to read the blog post.

So how do you create a title that has the power to draw eyes and clicks?

Use the following practices to create your blog headline:

Give yourself at least 30 minutes to generate a great headline

Do not rush the key element to grabbing the initial attention of your target market. Instead, apply a different kind of R&R once you have written the blog content: Research & Review.

Research articles that cover similar topics to your app product, as well as the titles of those that received a high-volume of shares and comments from readers. How were the headlines effective in getting the online audience to read the article?

Review the content you have prepared for your blog. More specifically, assess the keywords you have applied throughout your writing. This will help to understand the point you want to communicate in the headline and the keywords that will advance your audience to be engaged, read on and, in turn, download your app.

Include numbers to catch the eye of readers

Research has shown that including numbers in a title directly leads to more clicks and shares of the written content. Along with a subtitle of how long a blog will take to read (E.g. Read in 5 minutes), this technique helps the reader to know exactly what to expect, timewise. If a title includes that the blog is comprised of ‘5 tips’, no more and no less, than the audience can instantaneously make a decision on whether they have the time to read on.

Example: The title for Launchpad’s ‘Naming Your App’ Blog

✗   How to Name An App – Overused phrase in ‘How to’ with no keywords that express the blog’s benefits or prompt action from the reader.

✓   A 3 Step Guide to Naming Your App – Clearly states what to expect from reading on (‘3 Step Guide’) and engages the reader to do so (‘Your App’).

 

The Structure

So your title has persuaded people to click on your blog post. Now your content needs to sell your app.

Here’s some proof why content sells: In one study, 71% of B2B marketers  used content marketing to generate leads, and content marketing generated three times as many leads as traditional outbound marketing, but cost 62% less.

If you want potential customers to read on and engage with the content, you need to organise the layout of your blog. Organising the flow of the blog into easily digestible content will determine whether readers leave your page without care or stick around to get the most out of your app offering.

Here’s the model you should follow to engage readers with your blog content:

Introduction – Set the stage for your discussion

After the title, this is the next step to hooking the interest of your audience. Therefore, you’ve got to have a hook within your introduction. The hook of your introduction is where you truly grab the attention of the reader and is preferably achieved by presenting a problem that your reader desperately wants solved.

So what constitutes a hook?

A question is one of the most effective techniques to draw people in. Once a question is posed, our natural response is to look for an answer. Another technique is to tell a story. Depending on your particular audience, a story that readers can relate to is quickest way to grab the attention of your target audience.

Example: The hook in ‘How To Make Your App A Money Maker

  • How can you be sure that you are moving forward with the best monetisation strategy for your app concept? We examine the ideal business models available to help you generate the most revenue.

  ✓ Presents a premise that any App Entepreneur can relate to.

  ✓ Poses a question to prompt the action to read on and find out the answer.

Body – Make your points and explain them

Your planned blog is made up of any number of tips, steps, ideas or any other particular way to itemise your written content. Each of these points make up the body of your blog post. Therefore, each point must be something that your readers can latch onto by solving the problem you have presented to them in the premise.

Be sure to outline each point and explain them in a succinct manner with the use of subheadings, paragraph breaks and bullet points. Do this for each point you want to communicate to the reader. Solving your reader’s problem in this organised and clear manner will ultimately decides whether they respond to the call to action at the end of your blog or not.

 

The Visual Appeal

Reading text on a screen is a lot different than reading it on paper. Whereas a magazine article can feature long paragraphs and complex sentences, blogs need to be visually broken up in some way to help readers understand the content. Therefore, how you present your blog in terms of format, imagery and length is what will make the written content look professional and approachable to the reader.

Focus on the following details to improve the visual appeal of your blog:

Format – Use headings, subheadings and dot points

When reading online content, research has shown that Internet users gravitate towards shorter blocks of text that are broken up with space around and between lines. The reason for this is that many users often skim through online content in comparison to printed publications.

Therefore, you must format your blog in a way that allows the reader to easily speed-read through it, while still digesting the content and being prompted to your call to action. The best way to accomplish this is shorter sentences and paragraphs, subheadings for each point you are making, and dot points to communicate a concept in an efficient and effect manner.

Images – Use them to enhance the written content

First things first: The written content of your blog is the most important thing for search engine optimisation and to spread the word about your App. However, your blog will be more aesthetically appealing if it includes images that are complimentary to your written content. Therefore, you should have a goal to include 1 to 3 strategic images that help your readers and enhance your content.

Smartphones in the air

Content-relevant images enhance the aesthetic appeal of your Blog. Source: News Cred

Length – As long as it takes to say what you need to say

The ideal length for a blog post is a matter that remains under continuous debate. However, all the market research and data point to long-form content performing better in social sharing, search indexing, organic traffic and conversions.

Your aim should be to regularly create content that is in the 1,000 to 1,500-word range. As long as this written content is broken up into manageable blocks with strategically placed images, your blog will attract people based on visual appeal.

 

The Call to Action

The call to action is the way to achieve results from your blog post. The blog content has an eye-catching title, a clear structure and is visually appealing. Now that the reader is ready to respond, do, click and/or engage, you need a call to action.

What do you want the readers of your blog to do? Whether it’s capturing an email address, visiting another page or downloading an App, the call to action is the key to accomplishing this.

Truly effective calls to action begin and end with a strong, compelling conclusion to your blog post. The conclusion needs to feature an appeal – the reader should be invited to take the next step or do the next logical thing.

Example: The conclusion and call to action for this very blog!

Blog writing is one of the most effective content marketing methods for App Entrepreneurs to connect with their target audience.

In my experience, you need to carefully consider the Title, Structure, Visual Appeal and Call to Action of your blog to ensure that your potential app consumers engage with your content.

If you have an approach to app marketing that includes this blog writing methodology, you’ll start generate more traffic, build your startup and, most importantly, increase app downloads and user loyalty.

What other tips do you have for writing an app blog? Please share your thoughts and let other readers know!

✓ Strong and compelling in summarising the blog’s main points.

✓ Invites and guides the reader towards the next logical step.