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Ep. 114 Optimize Your Website to Drive App Downloads

What is the first thing you do when promoting a new app to the world? Hannah Parvaz, Head of Marketing at Uptime, shares how she took insights from customers and embedded them into a marketing strategy.

Uptime is a microlearning app that extracts key takeaways from books, podcasts, courses, and documentaries and packages them into five-minute "knowledge hacks". Hannah discusses what inspired her to start optimizing Uptime's organic website traffic with keywords and content, and how she helped turn their website into one of the company's biggest drivers of app acquisition.

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Questions Hannah Answers In This Episode

  • What do you think makes a great app marketer?
  • What do you mean by “actionable points” in an Uptime summary?
  • How does the team at Uptime decide where to focus its content development and curation efforts?
  • What’s your first step as the Head of Marketing to bring a new product to market?
  • Was there anything you learned from the first 50-60 customers that was surprising?
  • What’s your creative strategy and process for educating potential consumers?
  • What role does content play for you as a marketer in acquiring new customers?
  • What’s the optimal mix of keywords for your web traffic?


  • 4:06 Hannah’s background
  • 6:23 What it takes to be a great app marketer
  • 8:53 What is Uptime?
  • 12:42 Step 1 for bringing a new app to market
  • 17:04 Uptime’s creative strategy for campaigns
  • 19:31 Step 2: SEO
  • 21:15 Optimal mix of keywords in web traffic
  • 25:10 What Hannah’s excited to focus on in 2022


(8:15-8:22) “[App marketers] have to be very comfortable with failing. Somebody once said to me that it’s never-failing–it’s learning in a different way.”

« (13:24-13:26) “Your customers are the blood within your company’s body.” »

Hannah Pravaz

(19:31-19:39) “I don’t think you can begin to think about marketing without thinking about content. They’re kind of one in the same. Your content is your marketing, and your marketing is your content.”