Mobile app marketing concerns interacting with your users through their entire lifecycle — from when they initially hear about your application to becoming loyal and regular users. To do this task effectively, you have to figure out who will utilize your application, where you can find your target market, what to tell them, and what they need.
Table of contents
- What Is Mobile App Marketing?
- Mobile App Acquisition
- Mobile App User Activation
- Mobile App Channels
- User Activation Strategies
- Mobile App Marketing: Retention
- User Retention Strategies
- How to Make a Communication with Your Users?
- How Does Growces Help You With Mobile App Marketing?
What Is Mobile App Marketing?
The specific way to think of mobile app usage is a series of stages or a funnel. There are numerous funnel stages, but here’s a simplified view. The acquisition is the first step in a user’s interaction with your application. How do you motivate them to download and install your application initially?
Activation is next. The precise meaning of “user activation” varies from application to application. Still, activation generally refers to a user’s first actions, including signing up or making an initial purchase.
Retention suggests turning your application into a common destination for your users. The funnel concept is beneficial as a model. In reality, users usually go back and forth between stages, so you may also hear this directed to as the “mobile engagement loop.”
Each stage demands various strategies and tactics necessary for a successful mobile application marketing strategy but there are digital marketing services for each step to aid you along the way.
Mobile App Acquisition
The first part of creating a victorious application is to motivate people to utilize it. From a messaging standpoint, you have to persuade prospective users that your application can solve a problem they are experiencing. Some of the most typical channels for sending these messages include:
One of the most famous application acquisition channels. Except you already have a large audience, paid social advertising, mainly, can be the most influential channel. Once your app has traction, the effective channel is getting its users to recruit their friends. If you’ve developed an app for something that people already know, this might be the best mobile app marketing method for you.
A common strategy is to deliver a product giveaway, sweepstakes entry, or some other tangible reward in exchange for an app install. One hitch of using real-world incentives is that users who sign up this way may end up instantly removing your app as soon as they’ve acquired their reward.
Google Play and Apple’s App Store deliver in-store advertising that app managers can buy to drive downloads. In this method of mobile app marketing, Ads appear when users search for exact app keywords — for example, ads for mobile payment apps might occur when a user searches “send cash.” Search advertising can also be bought through platforms like Google AdWords so that somebody searching Google from their phone for “buying a home” notices an ad for your real estate app. The link then goes straight to your app store page.
App store listing
In determining an acquisition strategy, it’s essential to follow your cost per acquisition or CPA. Some channels — such as your app store listing, a webpage, or organic social posts — don’t cost anything but are labor-intensive. Others — such as paid ads — can be pricey but are more comfortable optimizing and scaling. Determining the proper balance of acquisition activities is essential for the long-term win of your application.
Comparing the CPA to the lifetime worth of your customers will tell you whether an acquisition strategy is worth the money and time invested into it. And the lifetime value analysis depends heavily on whether you can activate and then retain the users you’re earned.
Mobile App User Activation
Once you’ve acquired a user to install your app, you have to motivate them to use it. Most users leave apps momentarily after download, so it’s essential to have an effective messaging system that reminds users how to use your app and why they should.
Effective use of these strategies depends on your user noticing the message you’re sending. You can use three main app channels; selecting the right one can dramatically increase the likelihood of that experience.
Mobile App Channels
All people have received a push notification. If you acquire a user to install your application, you can send one at any time; your user doesn’t even have to be inside the app to notice it. Push notifications are straightforward to brand, and you can even select actions for the user to take with a single tap. In-app messages are comparable to push notifications, but they’re delivered to your users while they’re working in your app; unlike push notifications, they don’t demand opt-in to be acquired.
The message center is an inactive channel inside your app; it presents users with a way to see past notifications if they’re interested. It’s a beautiful way to deliver messages that don’t need immediate action, and that might be most helpful when a user is already in your app. Each of these channels is suitable for different ways of activating your users.
User Activation Strategies
A welcome message is a push notification sent momentarily after the initial installation, generally within 24 hours. A proven method is to thank the user for installing your app, support its value proposition, or present them with a necessary feature. For instance, if a user installs a home automation app, you can send a push message thanking them with a link to begin the procedure of setting up their home in your app. But should your mobile app marketing stop there?
Victorious app marketers take it one step further and put together a helpful onboarding flow. A good onboarding flow is a product tour, offering essential features and explaining when and how to use them. Thoughtful onboarding increases engagement and builds trust, making it more straightforward to ask your user for approval to send notifications and other messages.
It’s beneficial for further marketing endeavors to bring app users to Sign up utilizing their phone number or email address. This will aid cross-channel marketing efforts and give you another channel to engage or re-engage with your user.
Mobile App Marketing: Retention
Maintaining your users engaged is a long-term proposition; retention is necessary because it’s a crucial element in calculating the lifetime worth of a customer and, therefore, whether your endeavors have been beneficial or not.
User Retention Strategies
Offer users discounts or coupons for items that they’re interested in. These are most influential for retail, travel, and local apps. Utilize your knowledge of what the user has expressed interest in before.
- Unique content. Can you deliver a complete guide to creating the perfect bracket, available only through the app for a sports app? (we recommend content marketing ideas for better outcomes)
- Feature messages. Allow users to know about an update or enhancement you’ve made lately, and help them utilize it. For instance, if you just added the ability to share playlists from your music app on Facebook, let them know.
- Better personalization. Once your users have utilized your app for a while, you’ve likely learned many about them. Can you use that knowledge to improve the utility of your app? LinkedIn and Facebook became so popular that they allowed users to search for people they are familiar with on that service. Show your users how many of their friends have signed up since they left.
How to Make a Communication with Your Users?
It doesn’t matter what channel you utilize, your user’s engagement is a fantastic resource, and you must make sure that what you’re sending is helpful to them. Each time you send a message, be sure to answer these questions:
What’s the objective of your message? Is it worthwhile to your user? What activity do you want the user to take when they receive it? This will assist you in communicating your plan more effectively and better measuring its efficacy. What context does your message matter? Mobile messaging is about context: time, location, and user preferences. Will your user care?
It might be appropriate to send 20 push notifications a day if you’re on Twitter. If you’re Call of Duty, maybe you shouldn’t send one push notification in a week because your user is an everyday gamer who doesn’t look for new features.
How Does Growces Help You With Mobile App Marketing?
Whether you have a mobile app and want to advertise it or create a mobile app for your business, Growces digital marketing agency is here to help you. Growces has a perfect team of skilled developers and digital marketers who can help you at every mobile app building and marketing stage.