Reaching Coherency between ASO, Performance Marketing and Brand

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Natalie Drozd (Marketing Manager at Hily - Dating app) explains how to combine cross-team knowledge in creating the Product Page that everyone will love.

Source:
Reaching Coherency between ASO, Performance Marketing and Brand
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
May 12, 2020
Added to the Vault on:
May 13, 2020
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💎 #
1

To find the point of coherency between Brand/UA/ASO, start by analyzing needs: make the list of common goals, find out points of conflict (where do goals conflict), figure out KPIs (short-term KPIs can differ but long-term usually aligned), know the sphere of responsibilities and expertise of each person. 

04:14
💎 #
2

Your colleagues are experts in their field. When figuring out how the teams may work together, practice active listening: do not interrupt, ask about the common pain-points, ask for feedback on your ideas, agree on a common workflow and make sure you're on the same page. 

08:39
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3

You have to adjust your product page to what works best in paid UA: adjust screenshots, add the best performing features in the video, tone of voice, adjust the your full description to the things covered in your ads. 

10:13
💎 #
4

You can adjust your app name to the brand's "big idea', play around with brand colors, tailor your description to your brand positioning, use brand ambassadors and published articles to increase credibility. 

12:59
The gems from this resource are only available to premium members.
💎 #
1

To find the point of coherency between Brand/UA/ASO, start by analyzing needs: make the list of common goals, find out points of conflict (where do goals conflict), figure out KPIs (short-term KPIs can differ but long-term usually aligned), know the sphere of responsibilities and expertise of each person. 

04:14
💎 #
2

Your colleagues are experts in their field. When figuring out how the teams may work together, practice active listening: do not interrupt, ask about the common pain-points, ask for feedback on your ideas, agree on a common workflow and make sure you're on the same page. 

08:39
💎 #
3

You have to adjust your product page to what works best in paid UA: adjust screenshots, add the best performing features in the video, tone of voice, adjust the your full description to the things covered in your ads. 

10:13
💎 #
4

You can adjust your app name to the brand's "big idea', play around with brand colors, tailor your description to your brand positioning, use brand ambassadors and published articles to increase credibility. 

12:59
The gems from this resource are only available to premium members.

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💎 #
1

To find the point of coherency between Brand/UA/ASO, start by analyzing needs: make the list of common goals, find out points of conflict (where do goals conflict), figure out KPIs (short-term KPIs can differ but long-term usually aligned), know the sphere of responsibilities and expertise of each person. 

04:14
💎 #
2

Your colleagues are experts in their field. When figuring out how the teams may work together, practice active listening: do not interrupt, ask about the common pain-points, ask for feedback on your ideas, agree on a common workflow and make sure you're on the same page. 

08:39
💎 #
3

You have to adjust your product page to what works best in paid UA: adjust screenshots, add the best performing features in the video, tone of voice, adjust the your full description to the things covered in your ads. 

10:13
💎 #
4

You can adjust your app name to the brand's "big idea', play around with brand colors, tailor your description to your brand positioning, use brand ambassadors and published articles to increase credibility. 

12:59

Notes for this resource are currently being transferred and will be available soon.

3 groups that are connected


Separate teams with potentially separate goals, but we are all connected.


We want to find the point of coherency between the different teams.


1. Analyze needs

[💎@04:14] To find the point of coherency between Brand/UA/ASO, start by analyzing needs: make the list of common goals, find out points of conflict (where do goals conflict), figure out KPIs (short-term KPIs can differ but long-term usually aligned), know the sphere of responsibilities and expertise of each person.


  • ASO - Discoverability-first approach: relevance and concision.
  • Paid (performance marketing), the most important is ROI: lower the price, maximize LTV.
  • Brand: make a spot in people's head, creating a long term and long lasting feeling about the product and sticking to the "higher mission"


2. Ask questions and listen.

[💎@08:39] Your colleagues are experts in their field. When figuring out how the teams may work together, practice active listening: do not interrupt, ask about the common pain-points, ask for feedback on your ideas, agree on a common workflow and make sure you're on the same page.


Examples of ASO & Paid UA ideas:


[💎@10:13] You have to adjust your product page to what works best in paid UA: adjust screenshots, add the best performing features in the video, tone of voice, adjust the your full description to the things covered in your ads.

Hilly example of no-go from a keyword perspective: "hookup".


[💎@12:59] You can adjust your app name to the brand's "big idea', play around with brand colors, tailor your description to your brand positioning, use brand ambassadors and published articles to increase credibility.

Run experiments

  • A/B test on Google Play
  • App Store sequential tests
  • Keep track of changes/timeline so you can observe changes in ASC charts (forgot to take screenshot)




The notes from this resource are only available to premium members.

3 groups that are connected


Separate teams with potentially separate goals, but we are all connected.


We want to find the point of coherency between the different teams.


1. Analyze needs

[💎@04:14] To find the point of coherency between Brand/UA/ASO, start by analyzing needs: make the list of common goals, find out points of conflict (where do goals conflict), figure out KPIs (short-term KPIs can differ but long-term usually aligned), know the sphere of responsibilities and expertise of each person.


  • ASO - Discoverability-first approach: relevance and concision.
  • Paid (performance marketing), the most important is ROI: lower the price, maximize LTV.
  • Brand: make a spot in people's head, creating a long term and long lasting feeling about the product and sticking to the "higher mission"


2. Ask questions and listen.

[💎@08:39] Your colleagues are experts in their field. When figuring out how the teams may work together, practice active listening: do not interrupt, ask about the common pain-points, ask for feedback on your ideas, agree on a common workflow and make sure you're on the same page.


Examples of ASO & Paid UA ideas:


[💎@10:13] You have to adjust your product page to what works best in paid UA: adjust screenshots, add the best performing features in the video, tone of voice, adjust the your full description to the things covered in your ads.

Hilly example of no-go from a keyword perspective: "hookup".


[💎@12:59] You can adjust your app name to the brand's "big idea', play around with brand colors, tailor your description to your brand positioning, use brand ambassadors and published articles to increase credibility.

Run experiments

  • A/B test on Google Play
  • App Store sequential tests
  • Keep track of changes/timeline so you can observe changes in ASC charts (forgot to take screenshot)




The notes from this resource are only available to premium members.

3 groups that are connected


Separate teams with potentially separate goals, but we are all connected.


We want to find the point of coherency between the different teams.


1. Analyze needs

[💎@04:14] To find the point of coherency between Brand/UA/ASO, start by analyzing needs: make the list of common goals, find out points of conflict (where do goals conflict), figure out KPIs (short-term KPIs can differ but long-term usually aligned), know the sphere of responsibilities and expertise of each person.


  • ASO - Discoverability-first approach: relevance and concision.
  • Paid (performance marketing), the most important is ROI: lower the price, maximize LTV.
  • Brand: make a spot in people's head, creating a long term and long lasting feeling about the product and sticking to the "higher mission"


2. Ask questions and listen.

[💎@08:39] Your colleagues are experts in their field. When figuring out how the teams may work together, practice active listening: do not interrupt, ask about the common pain-points, ask for feedback on your ideas, agree on a common workflow and make sure you're on the same page.


Examples of ASO & Paid UA ideas:


[💎@10:13] You have to adjust your product page to what works best in paid UA: adjust screenshots, add the best performing features in the video, tone of voice, adjust the your full description to the things covered in your ads.

Hilly example of no-go from a keyword perspective: "hookup".


[💎@12:59] You can adjust your app name to the brand's "big idea', play around with brand colors, tailor your description to your brand positioning, use brand ambassadors and published articles to increase credibility.

Run experiments

  • A/B test on Google Play
  • App Store sequential tests
  • Keep track of changes/timeline so you can observe changes in ASC charts (forgot to take screenshot)