Trainmeal (Food delivery in train app)

Increase App Downloads: Drive more downloads of the Trainmeal app by improving visibility through organic search and paid campaigns.

Boost Brand Awareness: Build awareness of Trainmeal as the go-to solution for food delivery on trains.

Engage the Target Audience: Increase engagement with users by promoting the convenience and benefits of using Trainmeal.

Increase User Retention: Encourage repeat usage of the app by improving the user experience and fostering customer loyalty through strategic social media engagement.

Challenges

Before the campaign, Trainmeal faced several challenges:

• Low Brand Recognition: Trainmeal was a relatively new app in a competitive market, with limited brand awareness.
  
  
• Low Organic Traffic: The app’s website and content were not ranking well for key search terms related to food delivery, travel, and trains.
  
  
• Limited Social Media Presence: Trainmeal’s social media platforms lacked engagement and were not being used to their full potential for customer interaction and brand promotion.
  
  
• User Acquisition: While the app provided great value, attracting users and getting them to download and use the app regularly was a major hurdle.

SEO Strategy & Execution

To improve Trainmeal’s organic visibility and drive app downloads, we implemented a comprehensive SEO strategy. The strategy focused on keyword optimization, on-page SEO, local SEO, and content creation.

Website Audit & Technical SEO Optimization

Our first step was to conduct a full website audit to identify areas that could be optimized for both user experience and search engine rankings.

• Site Speed Optimization: We optimized the app’s website by reducing image sizes, leveraging browser caching, and minifying scripts to improve loading times.
  
  
• Mobile Optimization: Since most users would access the website from mobile devices, we ensured the website was fully mobile-optimized for easy navigation and app download.
  
  
• Improved Navigation: The website’s structure was adjusted to make it easier for visitors to find relevant information, such as service details, coverage areas, and how to use the app.
• Fixed Technical Issues: We fixed issues such as broken links, missing alt texts, and internal linking problems to improve crawlability and user experience.

Keyword Research & On-Page SEO

We focused on targeting both short-tail and long-tail keywords that were relevant to Trainmeal’s services.

• Targeting Keywords: We identified high-value keywords such as “food delivery on trains,” “train food delivery app,” “order food in train,” and location-based keywords such as “food delivery for trains in [city].”
  
  Optimizing Content: We optimized the homepage, landing pages, and blog posts with these keywords to attract users searching for train travel meal solutions and related services.
  
  Local SEO: We focused on local SEO for cities with major train routes, ensuring Trainmeal ranked for “food delivery on trains in [city]” and similar terms to drive local app downloads.

Content Creation & Blogging

We created engaging content to inform and attract users, positioning Trainmeal as a helpful solution for train passengers.

• Blog Posts: We produced blog posts addressing common pain points for train travelers, such as “Top 5 Train Journeys Where You Need a Meal Delivery App” and “How to Order Food on Trains: A Step-by-Step Guide with Trainmeal.” These posts targeted both general keywords and specific location-based searches.
  
  
• Customer Stories & Testimonials: We shared real customer stories about how Trainmeal made their travel experience more enjoyable, which helped build trust and highlight the app’s value.
  
  
• Meal and Travel Tips: Posts like “Healthy Meals to Order on Trains” and “Best Food for Long Train Journeys” helped position Trainmeal as a thought leader in train travel and food.

App Store Optimization (ASO)

To ensure visibility on app stores, we also optimized Trainmeal’s app store listings.

• Keyword Optimization: We conducted keyword research for both the iOS App Store and Google Play Store, optimizing the app’s title, description, and tags with high-traffic keywords.
  
  
• High-Quality Screenshots & Reviews: We encouraged satisfied users to leave positive reviews and provided high-quality screenshots that showcased the app’s key features, such as the easy meal selection and real-time tracking.
  
  
• App Features: We emphasized the convenience, variety of meals, and real-time delivery tracking in the app store descriptions.

SMO Strategy & Execution

The SMO strategy aimed to raise awareness, engage with users, and promote Trainmeal through social media channels such as Facebook, Instagram, Twitter, and LinkedIn.

1. Platform Selection

We focused on the following platforms to reach Trainmeal’s target audience:

• Instagram: Instagram was used to showcase the convenience and quality of the meals available through Trainmeal. We posted vibrant images of the meals, user-generated content, and behind-the-scenes stories of meal preparation.
• Facebook: On Facebook, we shared blog posts, customer reviews, promotions, and special offers. We also ran targeted Facebook ads to reach train travelers and commuters.
• Twitter: Twitter was used for real-time engagement, such as responding to customer queries, sharing news about Trainmeal’s expansion to new cities, and engaging with travel influencers.
• LinkedIn: We targeted professionals and business travelers on LinkedIn, sharing success stories, industry news, and business partnerships.

2. Content Creation & Campaigns

We developed content specifically designed to engage the audience on each platform.

• User-Generated Content (UGC): We encouraged customers to share photos of their meals on trains and tag Trainmeal on Instagram and Facebook. This not only showcased happy customers but also built social proof for the brand.
• Social Media Campaigns: We ran campaigns like “Share Your Trainmeal Experience” where users could win free meals by sharing their stories, further boosting engagement and visibility.
• Interactive Polls & Q&A: On Instagram Stories and Twitter, we conducted polls and Q&A sessions asking followers about their travel habits, favorite meals, and what they would like to see on the menu, helping to engage users and gain valuable insights.

3. Paid Social Advertising

To supplement organic growth, we ran targeted paid campaigns:

• Facebook & Instagram Ads: We used highly-targeted ads to reach train travelers in specific regions, promoting app downloads with enticing offers like “First Meal Free” or discounts on their first order.
• Retargeting Ads: We implemented retargeting campaigns for users who had visited the website or downloaded the app but hadn’t completed a purchase, encouraging them to place an order.

Results

After six months of executing the SEO and SMO strategy, Trainmeal saw significant improvements:

1. App Downloads: Trainmeal’s app downloads increased by 120%, driven by targeted SEO efforts, app store optimization, and paid social campaigns.
2. Website Traffic: Organic traffic to Trainmeal’s website grew by 90%, with a substantial increase in traffic coming from local and industry-specific searches.
3. Social Media Engagement: Instagram followers increased by 150%, with Facebook engagement (likes, shares, and comments) growing by 70%. Twitter and LinkedIn saw similar boosts.
4. Lead Generation: User engagement on social media resulted in a 50% increase in sign-ups for the app’s newsletter, leading to higher customer retention.
5. Brand Awareness: Brand awareness significantly improved, with mentions on travel blogs, industry websites, and influencer posts helping Trainmeal become a recognized name in the food delivery and travel space.

Conclusion

The SEO and SMO strategy for Trainmeal effectively increased app visibility, downloads, and brand awareness. By focusing on a well-rounded approach that combined website optimization, content creation, social media engagement, and paid advertising, Trainmeal successfully attracted and retained a growing user base.