When the business world—and, more recently, the world at large—goes through changes, the companies that adapt are the ones that will outlast the competition.

As the app ecosystem is affected by shifting mobile trends and the wide-reaching effects of COVID-19, businesses need new strategies for reaching consumers. For businesses with apps, app store optimization (ASO) has become more important than ever—especially for B2B companies, which must optimize for business clients.

Now that demand is growing for telecommuting, team chat, and employee-tracking mobile apps, it's the perfect time for B2B app developers to invest in ASO.

The Potential of ASO

App store optimization is valuable in mobile marketing because it improves organic discoverability and helps apps gain more installs. With proper optimization, an app can index higher in search results, greatly improving the likelihood of being installed.

Why do search results matter? Search has consistently been responsible for 70% of app discovery since 2017, according to Apple, and that number is holding. App developers who want to reach the most users need to optimize for visibility in App Store and Play Store search results.

Companies that use ASO to improve their app's search rank are more likely to gain new users.

The impact of recent transitions to work-from-home is clear: Conference call app rankings have significantly increased due to COVID-mandated lockdowns, whereas job search apps (previously at the top of their category) have fallen.


Impact of COVID-19 on iOS category ranking (category: business)

When such a sudden shift happens, how do you work with or recover from the changes it brings? If you want your app to grow, you'll need to implement a successful ASO strategy.

Analyzing Your App and Opportunities

When you begin the ASO process, you'll need to consider several factors that influence how you position your app in app stores.

Audience Targeting

What does your app do, and whom is it for? The first thing users need to know when they come across an app is what it will provide for them. You must convey the uses and purpose of your app to potential users.

Does your B2B product offer a to-do list or time trackers for HR representatives? Is it an invoice app for financial teams? Is the app multifaceted, made both for team leaders and for team members?

Understanding the key features of your app helps you target users who are looking for its specific functionality. Build a strategy for your audience while also providing a focus on the features they want.

Knowing your audience will guide your decisions for how to present the app in its screenshots and description. In addition, it can help you focus on targeting keywords directly relevant to your users.

Keyword Targeting

Keywords are the most important factor in determining what searches your app appears in. Consider for which terms you want your app to appear in searches. What keywords are relevant to the app and your audience? Do they have high volume?

Consider keywords that are relevant to B2B apps. Is your app focused on business communications? Work-from-home? Research keyword volume and competing apps to ensure you are targeting relevant keywords that can help you grow.

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Why B2B Apps Need App Store Optimization Now More Than Ever

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ABOUT THE AUTHOR

image of Dave Bell

Dave Bell is a co-founder and the CEO of Gummicube, a global provider of data, technology, and services for app store optimization.

LinkedIn: Dave Bell