Why B2B Apps Need App Store Optimization Now More Than Ever

MarketingProfs 02 Dec 2020 03:00

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.

Using best-practices can show that an app is relevant, up-to-date, and effective. Expanding on that by tailoring your creative to the right audience makes the app more attractive to businesses looking for new solutions.

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