Create a Scalable App Store Optimization Marketing Plan

In the consumer behavior-driven space of restaurants, c-stores, and retail outlets, a customized mobile app is crucial for improving your customers’ experiences, streamlining operations, and boosting efficiency. However, given that the mobile app market evolves daily, you and your team must stay ahead of the game.

That’s where a scalable app store optimization (ASO) marketing strategy becomes a key player in helping your app rise above the competition, gain exposure in app stores, and drive more customer engagement. 

The number of mobile apps in the Google Play and Apple App Store has grown exponentially over the last several years. Together, they now host over 4 million apps (Statista). In such a crowded space, simply having an app is far from enough.  

The real challenge is standing out and staying competitive in the restaurant and c-store markets where customer expectations are high and growing every year. This article will help you develop a successful ASO app marketing plan to achieve lasting visibility and growth.

Understanding App Store Optimization (ASO) 

Much like search engine optimization (SEO) improves website visibility through keyword optimization and content improvements, App Store Optimization (ASO) serves the same purpose as app store's search engine (Google Play Store and Apple App Store).  

For example, if you operate a food delivery app, ASO would involve incorporating relevant app keywords—such as "fast food delivery" or "order food online"—into your app’s title and description, using high-quality visuals like screenshots and intro videos, and encouraging positive user reviews. 

3 Key Components of ASO 

To develop a successful app store optimization strategy, you need to focus on three  pillars: 

1. Metadata: This refers to your application title, description, and keywords. It’s not just about choosing popular terms—it’s about making sure they align with what your target audience is searching for, boosting your app’s discoverability and visibility in app store search results. 
2. Visuals: Appearance matters. Your app’s icon, screenshots, and intro videos should clearly communicate its value and functionality, helping it stand out and attract potential users.  
3. User Ratings and Reviews: High app ratings and positive reviews build credibility. Encouraging satisfied users to leave feedback strengthens your app’s reputation and also helps improve its ranking in the app stores. 

2 Elements of Your ASO Foundation 

Building a solid ASO foundation starts with understanding that keyword research is an ongoing process. This is not only influenced by your app’s goals and business needs but also by market trends, industry changes, and user behavior.

1. Keyword Research 

Effective keyword research requires identifying the words, phrases, and questions your target audience segments are searching for. Tools like Google Keyword Planner help you discover relevant keywords, analyze competition, and track search trends.  

For example, you run a restaurant reservation app. Start with primary keywords like "restaurant reservations" and "book a table." Then, use tools to discover long-tail keyword variations like "restaurant takeout." It’s also important to consider location-based keywords, like "Los Angeles food delivery," especially if your business is located near a major metro area and there’s sufficient search volume for geographic keyword variants. 

2. Optimizing App Title and Description 

Your app's title must be clear, concise, and include high-impact keywords without being keyword-stuffed. It should immediately communicate your app’s core value, making its usefulness obvious to users.  

Your app’s description should include a comprehensive overview of its key features and benefits, showcasing positive reviews and emphasizing what sets it apart from competitors. Many successful restaurant and c-store apps drive engagement by offering exclusive discounts or bonus rewards accessible through in app purchases, encouraging users to explore more features. 

5 Visual Optimization Strategies 

Below are the four visual elements that improve your app’s appeal and prompt more downloads: 

1. App Icon Design

Your app icon must be clean, simple, and memorable. Avoid too much detail or text as this reduces clarity. Ensure the icon reflects your brand with consistent colors and design elements. 

2. App Screenshots and captions

App screenshots must highlight your app’s key features clearly and concisely, using high-resolution images that are easy to understand. Arrange them to showcase the app’s flow, ensuring they create a strong first impression.  

3. Preview Videos

Videos engage users and reveal features that are hard to convey in screenshots. Here are three ways to maximize your videos: 

• Keep them short: 15-30 seconds max and show the app in real-world use.
• Captions: Essential for users who watch without sound.
• Quality: Ensure the video looks polished and professional.

4. Localized Visuals

Localized imagery helps your app resonate with users from different backgrounds. Tailor images, captions, and designs to multiple cultures and preferences. 

5. App Store A/B Testing

Constantly test different visuals (e.g., icons, screenshots, videos) and keyword combinations to discover what works best. Use the results to refine your app's appearance and improve conversion rates. 

The Importance of User Ratings and Reviews 

User ratings and reviews are crucial in shaping your app’s reputation and credibility. Consumers don’t have time to test multiple different apps and hope to discover one that works.

They need to make brief, gut-level decisions based on prominent app reviews from strangers. Here’s how to make sure your app is among those they consider. 

Encouraging Positive Reviews 

Positive reviews not only help your app gain visibility but also foster trust with potential users. Timing is everything—request feedback when users are most engaged and satisfied, like after successfully booking a table or completing an order.  

Use subtle in-app prompts to request feedback following positive experiences, and consider offering incentives like discounts, exclusive features, or loyalty points in exchange for reviews.  

Always show appreciation for feedback, whether positive or negative. This makes users feel valued and more likely to engage with your app again. 

Managing Negative Feedback 

Receiving negative feedback for your services or products is inevitable. While some reviewers’ feedback may be more legitimate than others’, your response determines how your business moves forward. Here are four tips for proactively managing negative feedback: 

1. Respond Promptly and Professionally: Always respond quickly and professionally to negative feedback—and never copy/paste your responses, because customers new and old will find out. Acknowledge your reviewer’s frustration, apologize if necessary, and offer a meaningful solution.  
2. Offer Solutions: If the user’s issue is technical, offer a clear solution or workaround. If the problem is more general, assure the user that their feedback will be considered for future updates. 
3. Take the Feedback Seriously: Use negative reviews as an opportunity to improve the app. If multiple users point out the same issue, prioritize fixing it in future updates. 
4. Encourage Customers to Update Reviews: After resolving an issue, encourage users to update their reviews or leave a follow-up comment.

Localization and Global Scaling 

Localization is essential for reaching a wider audience and making your app appealing to users in different regions and cultures. Keep reading to discover time-tested strategies.  

Understanding Localization 

Users are likelier to engage with apps relevant to their cultural and linguistic preferences. By localizing your app, you ensure it resonates with users on a deeper level, improving user experience and increasing the likelihood of downloads.

3 Global ASO Strategies 

When your convenience store or restaurant is successful enough to expand your app globally, it’s crucial to know every region has unique preferences, habits, and behaviors. Geographic, ethnicity, and language-based cultural nuances dramatically influence how your app is discovered, received, and shared.  

Here are three tips with which to tailor your ASO strategy for a global audience: 

1. Localize Your Metadata  

Make sure your application title and description are optimized for region-specific terms that boost visibility. 

2. Adapt Visuals for Local Tastes 

Customize visuals—like icons, screenshots, and videos—to align with local preferences and cultural aesthetics.  

3. Tailor App Store Descriptions 

Adjust app descriptions to resonate with users in each region. Highlight key features that cater to local needs, whether that’s speed, convenience, or another factor unique to that market. 

Leveraging Analytics for ASO 

Tracking and testing are fundamental to optimizing digital performance, allowing you to improve results, return on investment (ROI), and overall outcomes.  

Tracking ASO Performance 

To evaluate the effectiveness of your app store optimization strategy, focus on key metrics such as keyword rankings, download rates, and user engagement. Use tools like Google Analytics, App Annie, and Sensor Tower.  

A/B Testing 

By testing variations of titles, descriptions, visuals, and screenshots, you’ll identify what resonates most with users and optimize your app for higher performance. 

2 Advanced ASO Techniques 

These two advanced tactics focus on leveraging external factors, optimizing for long-term growth, and staying ahead of industry trends. 

1. Using Backlinks

Securing backlinks from trusted websites and social media improves your app’s visibility, boosts credibility, and accelerates its search rankings. 

2. App Store Features and Promotions

To increase your chances, focus on delivering a seamless user experience, keeping your app updated, and engaging with app store teams during key promotional events and special campaigns. 

4 Tips for Integrating ASO with Other Marketing Efforts 

Here are four key tips to seamlessly incorporate ASO into your restaurant or c-store business's digital marketing plan: 

1. Cross-Promotion

Cross-promotion is using your current marketing channels to support your ASO strategy. This means directing traffic from your website, blog, social media, email campaigns, and other apps or products to your app store listing.  

2. Synergy with Paid Advertising

Running ads on platforms like Google, Facebook, or even Apple Search Ads is a powerful complement to your ASO efforts. By targeting keywords like “restaurant reservations” or “food delivery near me,” you ensure your iOS app’s messaging is consistent across both paid and organic traffic and channels, driving traffic to your app store listings and increasing visibility. 

3. Use Social Media

Social media marketing has become a timeless tool to drive traffic to your app’s store page on platforms like Apple’s App Store and Google Play, increasing your total volume of app downloads. Post about your app on social media after major updates or brand new features.

4. Email Marketing - Reviews

Send personalized emails to users, especially after they’ve completed key actions like booking a reservation, making in-app purchases, or completing their first order. Encourage them to leave honest reviews. 

Keeping ASO Efforts Fresh 

App store optimization is an ongoing process that requires continuous research, monitoring, and refinement. Regular updates to both your app and its ASO elements are essential for maintaining long-term visibility and user engagement.  

Additionally, staying ahead of app store algorithm changes is crucial—adapt your strategies to new ranking factors and continually test and adjust your app’s metadata, visuals, and user experience to keep improving performance. 

Frequently Asked Questions About Creating a Scalable App Store Optimization Plan 

What does app store optimization (ASO) improve in an app? 

1. Increased Exposure: ASO improves your app visibility by optimizing its metadata (keywords, title, description), ensuring it appears in relevant search results.  
2. Elevates Rankings: By refining key elements like keywords and app descriptions, ASO improves your app’s store ranking. 
3. Drives More App Downloads and User Engagement: Optimizing visuals (icons, screenshots, videos) and encouraging positive reviews makes your app more appealing.

What are the key components of an effective ASO strategy? 

An effective ASO strategy focuses on three core components:  

• Metadata: This includes optimizing your platform title, description, and keywords. By ensuring these elements are relevant, clear, and tailored to what users are searching for, you improve your app’s discoverability in app store search results. 
• Visuals: High-quality, visually appealing assets such as app icons, screenshots, and app preview videos are key to attracting potential users. These visuals should communicate your app’s functionality and value proposition. 
• User Ratings and Reviews: Positive app reviews and high ratings build trust and credibility, significantly boosting your app’s ranking. Encouraging reviews from satisfied users and managing feedback effectively helps increase visibility and customer acquisition.

What are the tips for integrating ASO with other marketing efforts? 

Here are four practical tips to align your ASO with other efforts: 

1. Cross-Promotion: Leverage your existing channels to promote your app. Add direct "Download our app" links to your product pages, ordering pages, and blog articles, encouraging users to download your app from the right app store. 
2. Synergy with Paid Advertising: Use paid campaigns, such as Google or Facebook paid ads, to boost traffic to your app store entry. 
3. Social Media Engagement: Share your app’s features, reviews, and promotions on platforms like Instagram, encouraging your followers to download it.  
4. Email Campaigns for Reviews: After key actions, such as completing a booking, prompt users via email to leave a review, driving better app ratings and improved ASO performance.

The Bottom Line 

Creating a scalable ASO marketing plan is just as important as executing it effectively. It requires a strategic approach that aligns with your brand’s identity, highlights its unique features, and prioritizes customer feedback. 

By implementing key strategies like keyword research, visual optimization, user reviews, and regular updates, you'll elevate your app store visibility and drive user acquisition—securing long-term success in a competitive market. 

Want to empower your ASO strategy? Contact our team now to discover how building user-friendly mobile experiences from the beginning makes a significant difference in boosting visibility, driving customer engagement, and accelerating growth through ongoing ASO. 

Want to coordinate your ASO and online ordering efforts? Download our 2024 Online Ordering Guide.