With 3,2 million apps on Google Play and more than 2,3 million on Apple app store, an extremely competitive mobile market creates multiple obstacles and challenges to build a large audience on apps. A forethought strategy will allow for gaining as many users as possible. What are the main tactics that will help you stand out of the competition? Here’s our pick.
Mobile user acquisition strategies
All the well-thought user acquisition strategies should be carefully thought over at the level of mobile app development or, to be more exact, when discussing your project with a vendor that renders you mobile app development services in order to achieve better results. User acquisition is surely a long-playing process, but head start will certainly facilitate your marketing attempts in the future. Smart user segmentation According to Appboy, sending out messages to specific segments can increase conversion rates by 200%. This effectively means that every smart strategy shall start with a profound market analysis and depicting the target audience that will be highly interested in the features provided by your app. While knowing your target audience is crucial already at the stage of mobile app development, specifying it or retargeting can significantly help you acquire more users after your product has been launched. In order to segment your potential users, make sure to:
Major channels of user acquisition
App store optimization (ASO) ASO plays a big part at the pre-launch stage. It helps to stay ahead and rank higher within app search results. While the more visible your product is to customers, the more downloads you are likely to generate. According to Forrester, 63% of apps are discovered through app store searches. Therefore, you need to make sure that your app is carefully optimized. The usage of keywords in titles can be of much benefit, for instance. Build a simple website I might be shot down in flames, but hold on. Building a simple, one-page responsive website is quite useful mobile user acquisition strategy as it can significantly help in discovering your app after it has been deployed. The website may serve as a tool where you can communicate the real value of your product, put certain descriptions there to facilitate user onboarding or upload a promotional video with a detailed overview of its unique features, user experience or major updates, for instance. You can also include download links to Google Play and Apple App Store to make the download process more convenient and smooth. In case you are not a mobile-first company and already have a smoothly operating website, nothing is easier to recommend in an ad to download your app for even better and more convenient way to experience your services. SEO of your website In order to increase user acquisition and the number of downloads of your app, we’ve created a simple website. So, now it’s time to get it some traffic to start this whole “engine” running and operating. Optimize your titles, include keywords in content to make sure this channel is discoverable through search engines. Publicity This strategy can be used both at the pre-launch stage and after your app has been in the market for a while. Doing press releases about launching a new mobile product would be helpful only for those companies that offer a truly innovative solution that resolves problems that haven’t been solved before. Maybe you’ve added some innovative features to an existing app? Then this is a way to go! For example, PR Newswire or PRWeb are quite useful services for news distribution, targeting, monitoring and marketing that can make your app go public and get noticed. Social Media R-Style Lab team highly recommends to consider this channel as a powerful app user acquisition strategy after your app has been deployed. Facebook, Twitter, Pinterest, Instagram, Snapchat, Linkedin, Youtube: these are just a few of the social media channels that can significantly improve your user acquisition. While the choice directly depends on the target audience that you’ve segmented in the beginning, make sure to create content that is valuable for your audience. In addition, it'd be nice to plan your posts in advance, or use a social media management platform to facilitate, automate and evenly spread your posts across the week. These could be Buffer, Hootsuite or any other service you feel comfortable to use.
Referrals
Referral marketing is a powerful mobile app user acquisition strategy for apps that have been deployed to an app store. It is often regarded as word-of-mouth marketing when users spread information about your product among friends and family members. Mobile advertising This basically means engagement and paying to various platforms to have your app advertised based on the audience you target. This is rightly considered to be a major user acquisition strategy that can be carried out to attract attention to an existing app or its update.. Effective mobile advertising channels:
Knowing various strategies to acquire users doesn’t mean that you have to use all of them. Make sure to explore the most suitable for your app channel or a couple of them to know where users mostly come from at lower acquisition cost. You’ve got to start with customer experience and work back toward the technology, not the other way around – Steve Jobs
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