Interacting with your consumers—beginning with discovering your app to becoming committed and frequent users—is the goal of mobile app marketing. To do this properly, you must initially determine who will download your app, where to locate them, what to offer to them, and what they expect from you. Whether it’s a photo editing app like PicsArt or a betting app like CasinoChan, mobile app marketing comes in handy a lot.
There are a series of steps that encompass mobile marketing called a funnel. This comprises acquisition, activation, and retention. The funnel notion is great as a model, but in practice, users frequently switch between stages. Each level consists of distinct methods and approaches, all of which are essential for an effective mobile app marketing plan.
Defining Mobile App Acquisition
Getting people to use your app is the first step. From a message standpoint, you must convince a potential user that your software can address an issue they are experiencing. The following are some of the most typical ways to convey these messages.
By far the most often used methods of app acquisition. Paid social advertising, for instance, is probably to be the most successful medium unless you somehow have a significant audience. Upon your app gaining popularity, persuading users to enroll their acquaintances as users is an even more successful route.
A frequent technique is to provide a product giveaway, a contest entry, or another tangible prize in return for an app install. One disadvantage of employing real-world incentives is that customers who sign up this way may uninstall your app as soon as they receive their prize.
Adverts emerge when users search for certain keywords. Search advertising can also be paid through platforms such as Google AdWords, so anyone looking for “purchasing a property” on Google from their phone sees an ad for your property investment app. The link will then take you straight to your app store profile.
If you have many apps, using one to promote another is a spectacular strategy to get users. If your organization, for example, creates a restaurant record, you may place adverts in it referring to your travel app, because users who are keen on one may also be intrigued by the other.
App Store listing
It’s crucial to carefully craft your listing in order to persuade consumers to download it. The way you describe your app \in your listing can influence whether or not people will notice it while searching for applications in your category.
It’s critical to maintain track of your cost per acquisition while deciding on an acquisition plan. Some avenues, like your app store listing, a website, or organic social posts, are free but time-consuming. Others, such as sponsored adverts, are more costly but simpler to optimize and grow. For your app’s long-term success, finding the correct mix of acquisition efforts is crucial.
When you compare the cost per acquisition to the overall value of your consumers, you can determine whether or not an acquisition plan is worthwhile. And if you can activate and then retain the people you’ve gained has a big impact on the lifetime value estimate.
Defining Mobile App User Activation
Now that a user has downloaded your app, you have to make sure they actually use it and not just occupy space on their phone. Since most users quit applications soon after downloading them, it’s important to have an effective message strategy that informs users about your app.
Naturally, the effectiveness of these tactics is contingent on your user actually receiving the message you’re sending. You have three key app channels to choose from, and choosing the appropriate one may substantially boost the chances of that occurring.
Tried and True Activation Strategies
Always thank a user for downloading your app and reinforce the app’s value proposition via a push notification. Effective app marketers go a step further and create an onboarding flow for their users. A successful onboarding flow takes the user on a tour of the product, pointing out important features and demonstrating when and how to utilize them. Onboarding that is well-thought-out enhances engagement and creates trust, making it simpler to request permission to send updates and other communications.
Getting app users to sign up with their email or phone number is incredibly beneficial for future marketing efforts. This will aid cross-channel marketing efforts and provide you with another channel through which to interact or re-engage your user.
It may be reasonable to give a conversion incentive upfront, based on your app. If your app lets users purchase garments, for example, give them a limited-time coupon to encourage them to shop through your web channel. After you’ve activated your user, consider how you’ll maintain them as a user in the long run.
Defining Mobile App Retention
Getting your customers engaged is a lengthy endeavor; retention is particularly crucial because it is a significant component in determining a customer’s lifetime value, and hence whether or not your efforts were successful.
Tried and True Retention Strategies
Send users coupons or discounts for products they’re interested in. Retail, travel, and local applications benefit the most from them. Use what you know about the user’s previous interests to get them to return to the app. Inform users about a new update or upgrade and show them how to use it. Let people know if you added new features and show them how to use them.
You’ve undoubtedly learned a lot about your users after they’ve used your app for a long time. Can you apply what you’ve learned to make your app more useful? Send users a push notification encouraging them to check their new selections if you’ve just renewed your recommendation engine, for example.
One of the reasons LinkedIn and Facebook have become so popular is because they allow users to search for individuals they know on the platforms. And by giving updates, they keep them coming back. Inform your users whether any of their peers have registered since they last used your service.