Digital marketing and sale of apps

Over 1'300'000 users worldwide

EPS has been represented in the Atlassian Marketplace with apps since 2015 and since then, the number of users has grown to over 1.3 million. EPS has not only built up know-how in development, but also in marketing and sales. Keywords are in addition: Design of the App homepage, maintenance and addressing of customers via LinkedIn (e.g. three articles per week), Search Engine Optimization(SEO), Google Ads, maintenance of the Atlassian Community, content creation, video creation, product launches, etc.

One of the most important questions is: Where should you be active? Facebook, Instagram, YouTube, LinkedIn, Twitter, Google, forums, etc. The answer from EPS: Be where your current and future customers are and leave the rest out of your strategy!

Customer Relationship Management

How to build trust online?

Trust is created through interaction. Ideally, these should be positive or at least end up positive. So the use of all possible channels is important, e.g. if you know the mail address of your customer send him an email and thank him for evaluating your product. Further try to find the LinkedIn account of the customer by first name, last name and company affiliation and invite him to your network.This builds a relationship for future up-selling and collaboration.
Have you solved a problem for your customer? Now is the ideal time to ask for a positive review of your product and again, try to answer each review immediately to uphold the quality. Establish processes in your organization to do so.
Is there a specialist forum for your products? Be active and make your contribution by asking questions and answering them.

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Create content

Visitors want to be entertained!

When you create content you have two important personas to satisfy; one is your visitors and the other is web crawlers on search engines. Both these personas want to be optimally entertained/informed as no one who wants to read a boring web page or have to view cringeworthy designs. If you take the point of view of your visitor you need to imagine what they would want to read and what they will type into the search engine. Second important rule: Have statements that are to the point, otherwise your visitors will immediately jump off your website. If you find the EPS website and the EPS Atlassian apps a success, we should get to know each other.

Geena Rose Kolbé
Geena Rose Kolbé
Digital Marketing

User Experience Design

Presents content in the best light

Content is important, but design, structure and graphics are important for the entertainment of the visitor. These immediately catch the user's eye and bring a statement to the point. No visitor wants to spend a long time searching your website for the content they need as they have already done their searching, if this is the case they will jump from your website. You should also pay attention to the right design language. In other words: If you invite handball fans to a football match, your chances of success are likely to be low.

Lizette Le Roux
Lizette Le Roux
User Experience Design

Search Engine Optimization (SEO)

How to be found?

Take the present EPS online presence. With the utmost probability, there is not a single visitor who reads all pages. But Google is much more frugal. The web crawler scans the entire content and makes it available to your potential visitors in the form of search results on Google. Which content is clicked on? Exactly, the one on the first results page. How do you and your products get there? With a good web presence that optimizes the ranking and that includes: the URL, the title, the keywords, the texts, the loading time, a good display on all devices (smartphone, tablets, etc.), links that point to your pages, etc.

If you'd like to take this further, Google Ads, as an SEM, will place your content above the rest.

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Search Engine Marketing (SEM) - pay-per-click advertising

Google Ads - More, more

In addition to the normal ranking, the Google search also allows for a purchaseable ranking. With the help of the Google Ads product, entries can be secured at the top by keywords and quality SEO. Google naturally wants to give its customers a very good customer experience and will not display bad pages (i.e. pages that are rejected in the normal search) despite the large amount of money involved. Of course there are other providers of paid advertising (pay-per-click or PPC for short) besides Google Ads, e.g. YouTube, Bing Ads, Yahoo. However, the costs only arise when there is a click on your advert (cost-per-click or CPC) and can be limited with a daily and monthly budget.

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Social Media Optimization (SMO)

Three LinkedIn posts per week

"Networking" is an exhausting and time-consuming activity and CEO's, or other high ranking individuals, often do not have time to manage their profiles. This is relevant both in the real world and in the digital world. In the digital world you have the advantage of finding and addressing your target group with relatively little effort and in the case of EPS, this is all Confluence and Jira administrators. So nothing stands in the way of building a network. Next task is to supply the network with information. This is done in the form of contributions but like a personal meeting, the contributions should cover different topics and a good salesman does not only talk about his oh so great products. Agreed?

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Social Media Marketing (SMM)

Sponsored articles

To be honest, EPS has had little experience with SMM and has only made one attempt to date. The effect was small and until today there has been no repetition. But for the future we will try again one or the other. Because sometimes trial and error is more important than study. And your experience? What has worked for you? It would be exciting to learn the details. After all, life is too short to work out all the experiences yourself.

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Reporting

Without measurement - no improvement

How do you intend to approach and optimise all the above issues if you do not measure them? and are you aware that reporting part of digital app marketing? Measuring points are: where do your products end up in Google searches, how has the number of visitors to your website developed, how fast are the numbers of followers on your LinkedIn account developing, etc. All these measurement points provide information about your activities, such as SEO, SEM, SMO, SMM and account creation.

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