A strong mobile user acquisition base for your app
Every mobile app creator and owner aims to attract as many users for their mobile app as possible. But achieving that goal can be challenging. There are more than 1.5 million apps in the Google Play Store and the App Store. With so much competition on the app stores, it can be hard to get your app noticed by mobile users. To stand out, you need a solid marketing strategy to work with.
The ComScore Mobile App Report of 2016 states that the average smartphone user downloads two apps per month. If you want your app to be among those 2 downloads, it will require a lot of smart effort. Mobile user acquisition refers to the act of gaining new users on mobile apps. Without a smart user acquisition strategy, app owners will find it very difficult to attract and convert users. A strong strategy involves considering a range of trends, data and marketing channels. Without such a strategy at hand, you will be navigating simply on guesswork, which will put you behind in the competition.
HOW TO MEASURE MOBILE USER ACQUISITION
The two key metrics for measuring mobile user acquisition are the number and rate of installs. These metrics will easily let you know if users find your app valuable, thereby letting you assess your chances of success. However, as a mobile app marketer, you must also consider certain other metrics relating to cost. They are as follows:
- Cost per install (CPI): This is a measure of each individual install to the developer. The CPI is constantly rising. In the US, it is $3.15.
- Cost per action (CPA): The cost of converting each app user.
- Conversion rate: This is the rate at which you are able to convert users to your app.
- Customer acquisition cost (CAC): This is the total acquisition cost divided by the total new conversions.
- Rate of investment (ROI): Are you making money through your new users, for instance, through in-app purchases?
STRATEGIES TO DEVELOP A STRONG USER ACQUISITION PLAN
Just like any other business marketing campaign, a good mobile user acquisition plan does not develop overnight. A lot of effort and smart thinking is needed first. The trick is to start planning before developing your app, so that once it is ready for marketing, you have a solid user acquisition strategy to back it up. Here are some effective ways to build a lasting mobile user acquisition campaign.
Work on the app
Collecting user data and creating an amazing mobile user acquisition strategy does not downplay the importance of the app itself. Make sure to allocate a sufficient budget to develop your app and optimize it for user engagement. The more useful the app, the greater the number of installs.
All of the most popular apps let their users share information and data with their social network. Make sure to incorporate social sharing features that allow users to share stuff with family and friends on the app. It is also a great way to increase publicity for your app and expand your reach.
Know your audience
As with any business, it is important to know who you are marketing to. You will get better results by targeting a specific group of mobile users rather than marketing to mobile users at large, who may not all be interested in the features you are offering.
Start by determining attributes of users who will be interested in your app. For instance, the gender of the users and the area you want to market in. You can keep building on these attributes as your app grows. You should have at least three different segments at the beginning, creating a different set of goals for each. Don’t target too many segments at once as it might be difficult to keep track of them. Keep testing each segment over time, changing the attributes as and when needed.
Promote on organic channels
Use all the organic channels available to create publicity for your app. Organic channels are very useful in helping you engage existing and potential users, as well as offering by-the-minutes insights into app performance. New users can easily find out about your app through these channels and sign up if it fits their needs. Best of all, you do not need a lot of money to use organic channels.
Launch your app on the app stores. Search authentic keywords and incorporate them in your app title and description. Let mobile users know how your app can benefit them. Another great way to build a following is to localize the app. People in the area will use it and spread the word to others and so on, thereby creating a large local audience base for the app.
Other methods to increase your user acquisition base is to run promotions on social media. Start by networking with influencers and getting tips on how to engage mobile users. Identify the best platforms to launch your app. For this, you will have to study user data and analytics on different platforms, see if it fits in with what you are marketing and then post regularly on these forums.
Join groups related to your domain. Users actively join groups related to their interests, particularly on Facebook, making them a great platform to create awareness for your app. Join the most engaged groups and connect with users there. Add commonly used hashtags in your posts on Facebook, Twitter, Instagram and Google+. This will help you reach out to authentic users.
Use social content sites like StumbleUpon, Quora and BuzzFeed. These are effective platforms for networking as they have thousands of daily visitors. Engage with these users and tell them why it is worthwhile downloading your app. Encourage them to try your app and leave feedback. This is a great way to create positive interest in your app.
TOP MOBILE USER ACQUISITION COMPANIES
Mobile user acquisition has become a very important part of an app marketing strategy. Here are the best mobile user acquisition companies:
These and many other mobile user acquisition companies are helping app creators and owners all over the globe in marketing their apps.
Find more mobile User Acquisition companies in our directory.