Reaching to Loyal Users with the Best Strategies GROWTH TOWER

Transcription

1 Reaching to Loyal Users with the Best Strategies

2 For mobile apps and their success, the main challenge is user acquisition! App owners mostly stumble in deriving lessons from mistakes to reach the download numbers they aim to. This causes a lot of deadly sins of user acquisition and limited downloads. This ebook is created both to acquire users when possible after launch and turn these users acquisition steady growth. 1- Make Your App Perfect 2- Start with a Complete App Marketing Plan 3- Don t Forget Pre Launch App Marketing 4- Optimize Your App Store Page 5- Content Creation 6- Content Promotion 7- Use Social Media 8- Get Benefit from Marketing 9- Do Review Analysis 10-Use Ad Formats 11- Analyze Everything

3 If you want your marketing efforts to give positive results, start with your app itself. You should not give your competitors a chance to be better than you! To avoid this risk, here is your to-do-list -Test your app frequently by using such platforms as Artisan -Make it simple with intuitive design -Get rid of bugs and fixing issues -Consider best practices of ios and Android user interface -Find a blue ocean to gain a competitive advantage via research and development -Update it when needed according to the needs and reviews of your current users -Use push notifications, but don t forget to make it smart -Avoid overdoing push notifications -Use colors and icons carefully by knowing your app category, colors meanings and their effect -Make user onboarding effective, according to best practices -Make the registration process simple -Don t fill your app with content only -Focus on your key benefits and what makes you unique

4 A successful app marketing management starts with a smart plan. To benchmark when needed, create a smart and logical plan. Below you can find the list of elements you need to involve in your app marketing plan.

5 Which App Marketing Metrics to Track -App Crashes & App Load Time -Session Length & Intervals: Session Length indicates the time of a session spent by a user in your app. If metric starts decrease, it's an indication that the user is losing interest in your app. Session Interval is the time passed between the session and it shows how often a user opens your app. -Daily Active Users (DAU) / Monthly Active Users (MAU): They indicate the number of users interacting with your app in the specific time period (daily and monthly). -Retention Rate: Retention rate indicates how often users visit your app after the initial download. -Customer Acquisition Cost (CAC): This metric indicates where users came from, how they behave once they use your app, and whether you exceed the allocated budget for your marketing campaign or not. -Average Revenue Per Use (ARPU): The average revenue per user (ARPU) indicates the value of an individual to your app business. -Lifetime Value (LTV): Lifetime Value (LTV) is defined as the measure of value that a single customer generates over the lifetime of using your app.

6 Which Tools to Use for Analytics and Attribution -Google Analytics for Mobile -TUNE -Mixpanel -AdMob -Adjust Total Budget Allocated for Both Organic and Ad Campaigns -Pre-Launch App Marketing -Post Launch App Marketing Context of Your Plan -Time Period -KPIs for the Metrics You Followed -Human Source Management -Budget

7 Starting the marketing efforts after the app launched is a huge mistake. Most probably, one of your competitors use this amazing opportunity to reach their audience, which are your direct potential users, too. Pre-launch app marketing includes a lot of details that can turn you as potential users after launch. Here is a list of the things you can do for pre-launch app marketing. -Defining Target Market & Success Metrics -Conducting Competitive Analysis -Launch Page & Creating Content via Blogging and Press Releases -Setting the Right Social Media Accounts -App Store Optimization -Beta Invite -Smart Marketing for Subscription

8 App Store Optimization is a crucial part of mobile marketing to be found on app stores. To increase your user acquisition, you should optimize app store page according to best practices. Keyword Analysis & Optimization: Keywords are what your potential users use to find you. This is why you need to pick the best ones and mostly used to be found in your category. Choose the keywords with the highest search score and which are less competitive. Don t forget to look at your competitors title and description to gain an idea about your audience. App Name: Find a unique and memorable app name and add some relevant keywords by avoiding keyword spamming to rank higher in app stores. While Google Play allows you to use an app name comprising maximum 30 characters, the App Store limits this with 255 characters.

9 Optimize Your App Store Page App Description: App descriptions are very important to show your audience about your app. It is also important for you to be found in your keywords. Write down your downloads, your awards, and your ratings to make it attractive and avoid jargon. You can add your social media accounts too. What you should be careful about is avoiding from manipulating your users with overestimations. Screenshots & App Icons: Try to make both screenshots and icon eye-catching. People prefer visuals rather than long texts. Because of this, make your screenshots informative and use small texts to explain them for each. Google Play allows 8 screenshots while App Store allows 5.

10 Whatever your app category is, you need to create content to reach your audience. However, your content creation should not be worry about the keyword only. You need to consider your audience your potential users-. What Kind of Content You Can Create Interactive Content: This content type comprises being active on question/answer platforms like Quora and Growth Hackers. If you allocate effort in interactive content, it might be your one of most powerful guns for growth hacking. While you can promote your app in the right time, you can also increase your app s awareness. Blog Posts: Blogging is a tool for proving your authority in your market. You can share entertaining, informative, and nurturing content in your category. You can also share your news and updates in your blog.

11 Create Content Video Content: Video content is the most consumed type of content and videos have the viral effect most often. This is why, if you have chance to create them, you should create short entertaining or informative video contents to reach more people. Creative Contents: Creative content is the best source for you to reach your leads and enlarge your contact database. With a smart form, you can let your potential users download your creative content in the charge of their personal information. ebooks, infographics, presentations, checklists, and reports are great examples of creative content. You can choose the best creative content type according to your audience s preferences.

12 To benefit from your content, promote it in the best places to share. Where to Share Your Contents According to their types Blog Posts -LinkedIn Groups (If your app s audience in LinkedIn) -Facebook Groups -LinkedIn Pulse (If your app s audience in LinkedIn) -Social Media Accounts -Medium & Flipboard -Buzzfeed Creative Content -SlideShare -Product Hunt -Reddit -Pinterest Video Content -YouTube -SlideShare -Pinterest -Instagram -Vine

13 Social media is not only for promoting your content or your app itself, but it also helps to increase engagement with your potential and current users. To increase your user acquisition, you need to use social media actively. Best Practices for Social Media Management -Consider Instagram, Facebook, and Twitter ads to increase your downloads -Take care of their comments and reply to them on time -Ask questions to increase engagement -Not only do sharing in your accounts, but also react to different shares, such as retweets and comment like a human -Use highly qualified visuals -Share videos for more engagement

14 As an app owner, be aware of the importance of marketing. It is a perfect idea to reach your potential users. You can do this to share your blog posts and creative content, your news and updates, or nurturing content. This can be daily, weekly, monthly, or quarterly. However, to increase your user acquisition, weekly mailing is the ideal frequency. Analyze your audience to find the perfect balance. Here, the problem is this: How will you find the contacts you will mail? Here are tips to do so: -Add a confirmation dropbox field to your website forms to double opt-in -Create a subscription page in your website and share this page with all your potential users. -Add your Facebook page a Sign Up button. -Ask your current users for mailing to double opt-in

15 Review analysis is crucial to understand your current users worries and feedbacks. However, how can review analysis increase your user acquisition and what can you do to get benefit from it? -It helps you to see the bugs and problems with your app -It provides an opportunity to talk to your current users and this is shown by your potential users. This is why you should answer every comment to increase your brand image. -It helps you to have an idea about the keyword analysis. You can optimize your keywords according to the language of your users. -When you have thousands of reviews, it s not possible to analyze those reviews manually. You need to use review analysis tools. The important features a review analysis tool should have: o Sentiment Analysis o Word Analysis (detecting popular and bad keywords) o Word cloud o Review Listing (timeframe, country, stars, version) -We use AppBot in Growth Tower. Really recommend it ;)

16 Especially if you are new in the market, it might be hard to increase user acquisition. And the other best practices we mention above, ad campaigns, are a perfect way to increase your downloads. There are a lot of media channels you can use for ad campaigns. Boost Campaigns: Boost (Burst) Campaign is an effective strategy to rank higher in app stores to acquire organic downloads with a low budget in a short time. Real Time Bidding / Ad Exchange: RTB Ad Exchange provides you with highly qualified, targeted, and engaged users with targeting (city, age, device, OS etc.). It helps manage your budget effectively to acquire quality downloads and so increase the ROI. Social Media Campaigns: To reach your audience, increase your downloads, and increase your brand awareness; social media platforms are amazing channels.

17 Use Ad Campaigns For More Downloads In-App Video Ads: In App Video Advertising is a powerful mobile marketing strategy telling your app s story to your audience. Thanks to In-App Video Advertising Networks, you can easily spread your video as viral content to your potential users. Direct and Premium Ads: Direct and premium ads are two of the most effective marketing strategies to gain quality users. They help you to serve your ads on related and popular platforms so the incoming users are engaged and have high LTV. Retargeting: Retargeting is all about pushing your current users to behave as you want inside your app. It helps you realize your targeted goal and convert it as you wish. You may need to use retargeting when you have a meaningful user base.

18 User acquisition is not a one shot job. Keep it going and try to make it sustainable. It is only possible with analysis after every action you take. You can think this as A/B testing of your mobile marketing plan. Now it is time to make benchmark with your KPIs. After the post launch, you can analyze your metrics weekly, even daily. After doing your analysis, if you think that in one part of your plan there is not a return on investment, you can try to do it better or you can turn this effort into another working part. Success is only possible with smart analysis and benchmarks. If you do so, it increases your possibility to increase your user acquisition. To evaluate success, app marketers must know the ideal KPIs. Here are what you should look at to do a better evaluation of your app s success: - Competitor Analysis - Finding Sector Standards - Short and Long Term Goal Setting

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