Mobile user acquisition. What do I need to know?
User acquisition is a key process for marketing in any business. But we're going to talk about something we know inside out: attracting users to mobile apps. In the world of mobile devices, user engagement is a set of strategies that help increase app awareness, downloads, and other targeted in-app actions.
Why is User Acquisition important?
The goal of any app focused on growth is not profit, but customer satisfaction. Income, in turn, depends on the number of attracted users. And the more users trust you, the better your business will feel in the long run. Thus, active user engagement improves the level of trust, quality of communication, understanding of the user’s needs, and their loyalty to the brand. Loyal customers are no longer just random people who come and go. These are people who recommend your company to their friends, “pull” them to your store or give a referral link to your app. A growing business needs to grow its user base, so the more users your app will have, the more successful it will be.
Business revenue often depends directly on the number of users attracted to an app. But even if you have an app that doesn't sell anything, it's important to grow your audience - because it increases brand loyalty, engagement and, as a result, targeted actions for you.
So how do you go about it? Here's some advice.
- Clear and concise communications about what your app is all about. Trust us, even if you think it's obvious and that your app solves some problem for millions of people - it's important to talk about it (in the app store description, in short descriptions, in the onboarding of the app). The first thing a user sees is the tagline! Make it as clear as possible, especially if you are launching a brand new application.
- Determine your target audience, your offerings for them, your specific market. Even if your app can be useful for the entire population of the planet, it is better to gradually build up both geography and social demographic. This will help you to focus on specific marketing messages and not to spread yourself thin.
- Do some research on your competitors. No, you probably already know them, but we're talking about their applications, engagement strategies, and successes. What do they offer that you don't? What is the number of app downloads? What kind of reviews are users writing to them? Competitive analysis will help in several aspects at once:
- You'll learn from other people's mistakes
- Understand what your unique offer is (you can emphasize this in your communications).
- Evaluate the battlefield for the audience's attention
- Turn your current audience into a mobile. Do you already have customers buying on your site? Great, offer them to be the first to download your app. Discounts, promotions, special offers, loyalty clubs, prize drawings - any offer is good if it works. And it's sure to pay off.
- Focus on app store optimization. The things we've talked about above: titles and subheadings, your app description, tags and other keywords all work for your visibility in app stores. And you should also have a recognizable logo, regular updates and lots of reviews and ratings. Preferably great ones of course 🙂 By the way, don't neglect all the same existing users: ask them to rate the app and leave a review in exchange for some "plus" in the app.
- Use all channels of communication. Email marketing, offline, website, social media, texting - it all works for you in the first stages of engagement, and afterwards too.
All of the above can be attributed to tips for improving organic growth rates. But since our core competence is digital marketing campaigns, we'll say a few words about them too.
Paid user acquisition opportunities are limited only by your budgets. Using mobile advertising networks, including giants like Google, Facebook and TikTok, you can reach users anywhere in the world.
What does it take to do this? In a nutshell:
- The right creatives and understanding of the audience
- Working with different (large and not so large) advertising platforms and sites
- The right analytics, flexibility in decisions and the ability to focus on the most winning strategies.
We can help you understand all of this: read more in the Mobile Acquisition section.