So you’ve built an amazing mobile app that has the potential to make $$$ and solve the problems of hundreds and thousands of people out there? But here’s a catch (or say, many) – Before getting the install counter moving quickly, there are several hurdles to overcome including high competition, low visibility, lack of trust, and users’ reluctance to download any app.
This is why it is said building a great mobile app is just half the battle. In order to generate revenue and make a real impact in the market, you need to have a winning mobile app user acquisition strategy with our top 10 popular channels. Learn tactics to attract and retain users for business growth. user acquisition strategy in place.
Don’t know where to start? We give you a starting point – easy, hassle-free, and quick.
This blog will guide you through the essential steps of creating an effective user acquisition plan for your mobile app, including identifying your target audience, selecting the right channels to promote your app, optimizing your app store pages, and tracking and analyzing your results.
With the right approach, you can attract and retain a loyal user base and take your mobile app to the next level.
A goal without a strategy is just like a ship without a sail. It can leave the shore but is less likely to reach its destination. Likewise, it’s important to have a strategy in place, whether it’s user acquisition or in-app engagement.
Having a well-chalked-out user acquisition strategy has more than one benefit. Here are 5 reasons why you should consider having a user acquisition strategy for your mobile app.
A well-thought-out user acquisition strategy can give you a clear roadmap of how you want to approach your target audience. It will also help you identify channels that work for your brand the most since the first step of making a user acquisition strategy is to understand the target audience on the basis of their behavior, demographics, and preferences.
The user acquisition strategy is directly tied to revenue growth and cost optimization. A solid strategy leads to more user acquisition, which further leads to higher revenue potential. Having a strong strategy also helps you cut down costs on cohorts and channels that aren’t working for you.
A business that a user acquisition strategy in place is more likely to have a better brand value among its target audience than those who don’t. A UA strategy helps brands create consistent and relevant messaging targeting the audience that helps them increase their visibility.
User acquisition is not just acquiring users, but also retaining them. As mentioned above, a well-designed user acquisition strategy leads to better and relevant messaging targeting the right kind of audience, which in turn brings in users who are more likely to engage with the business for a longer period of time, leading to better user retention and engagement.
A UA strategy is not a cash burner. It, in fact, a well-design strategy helps businesses cut down costs on unnecessary expenses on channels that aren’t working, and on audience groups that are irrelevant. This in turn can help increase profitability and make it more sustainable in long term.
So now you know why building a user acquisition strategy is important. Now the question is: how to set the foundation right? Here are some basic steps to follow and set the foundation for your UA strategy.
So now you’ve set the foundation for your user acquisition strategy, it’s time to decide how to go about it for different channels. Let’s break them down one by one.
Just like Google Search, your app should be discoverable on App Stores as well, because App Stores are still #1 drivers of app discovery. The process of optimizing your app to rank higher on the app store is known as App Store Optimization (ASO).
To begin with, you need to optimize your app’s listing on App Store on certain parameters to increase its likelihood to be seen by your target audience. Here’s how you can start:
Here’s an example of how this app created a compelling copy for its app description:
These are some simple ways in which you can start optimizing your app for the app stores. It can give you a headstart to improve your app’s visibility in stores and attract more relevant users.
Headspace used App Store Optimization (ASO) to increase its visibility across app stores and therefore, increase app installs.
They optimized their app store listing by choosing the relevant keywords for their target audience, creating a compelling app title and description, and finally, including some high-quality app screenshots and videos on the listing.
Additionally, they also gathered user reviews from their existing users that improved their app’s credibility. They actively responded to user feedback and encouraged their users to leave positive reviews, which helped boost their app’s visibility in the app store search results.
As of now (2023) Headspace has 293K reviews on its platforms and 10M+ installs.
Through their effective use of ASO, Headspace was able to improve their app’s visibility and drive more installs, which ultimately led to increased revenue and a larger user base.
There are many organic ways in which you can attract users to your app. For example, social media and websites funnel traffic to an app store, leading to a download. When complemented with paid advertising, organic campaigns can yield good results with minimal investment.
Here’s how you can go about it:
It grew 3900% with a simple referral program!
Dropbox went for an innovative referral program in 2008, that incentivized users to invite their colleagues and friends to join the platform, and the invitee to join the program.
Result? In 2017, it clocked 33.9M registered users on its mobile app.
Also, word of mouth went in their favor, giving them the headstart to establish themselves as thought leader in the file-sharing space.
Adding to this, Dropbox also invested in Search Engine Optimization to improve its visibility on search engines and drive organic traffic to its website. They created high-quality and unique content on industry-related topics, targeting all the stages of their marketing funnel to attract more marketing-qualified leads.
Not to forget, Dropbox’s social media game is on point, creating brand value among its target audience.
In a nutshell, Dropbox used a mix of social media marketing, search engine optimization, and referral marketing to boost their organic app installs.
Paid advertisement is one of the most effective ways to put your brand in front of your target audience. When used in combination with organic campaigns, paid advertising can be a great method to acquire new users for your mobile app.
But it isn’t as simple as it sounds. Making a high-converting ad campaign is a make-or-break for your UA strategy. If you’re just starting out, here are some tips to help you build some momentum.
Spotify, a leading music streaming platform, sought to increase its user base and boost app installs. To achieve this, the brand launched a paid advertising campaign targeting potential users across multiple platforms.
The primary goal was to increase app installs and grow the user base by leveraging various ad formats and targeting methods.
Spotify’s Paid Advertising Strategy:
Winning your audience alone is a battle impossible. But when partnered with the right people who already enjoy credibility in their niche, the tides can turn in your favor. Influencer marketing harnesses the power of trusted voices to amplify your brand message, build credibility, and foster genuine connections with your target audience.
By collaborating with influencers who share your brand values and resonate with your target market, you can create authentic, engaging content that not only captures attention but also drives consumer action.
In an age where consumers are increasingly discerning and skeptical of traditional advertising, tapping into the influence of trusted personalities can be the key to unlocking new opportunities and winning the hearts of your audience.
Here’s how you can go about it:
Calm, a popular meditation and mental wellness app, sought to increase its app installs by leveraging influencer marketing. The brand collaborated with various influencers across social media platforms, primarily Instagram and YouTube, to raise awareness about the app’s features and benefits.
The primary goal was to boost app installs and expand Calm’s user base through authentic content and endorsements from influencers in the health and wellness space.
Calm’s Strategy for App Installs:
Calm’s influencer marketing campaign successfully increased app installs and expanded its user base. Some of the popular influencers which Calm partnered with include Jerome Flynn, Tabitha Brown, Chris Hughes, etc. As of 2022, Calm has clocked 50M+ app installs on Google Play Store alone.
Partnering with media and websites like Product Hunt can also be an effective way to market your mobile app. Prior to the launch or during the recent updates, you can go for channels like these to create a buzz around your mobile app.
Here’s how you can go about it:
Duolingo, a popular language learning app, aimed to increase its app installs and expand its user base by leveraging PR and media outreach. The brand utilized press coverage, media partnerships, and guest appearances to generate buzz and raise awareness about the app’s unique features and benefits.
How Duolingo did it:
Combined with other marketing efforts, Duolingo has amassed more than 100M installs on Google Play Store alone.
Video, is by far the most engaging content format in marketing. Also, videos have an audience reach of 92%, being the highest among all the content formats.
On social media, video content receives 12X higher reshares as compared to static content, with 64% higher chances of user converting. All these statistics validate the importance of video in user acquisition.
Now you understand how important it is to invest in video content for mobile app user acquisition, let’s unravel how to go about it, point by point.
Example: Urban Company
Urban Company, India’s largest home services booking platform, deployed a mix of video ads, television ads, and user-generated content to boost app installs on their app. Here’s a breakdown of their marketing strategy:
Through this mix of video content, Urban Company became a market leader in the home services segment in India. Today (as of 2023) it enjoys 10M+ users on Google Play Store.
Did you know that the average expected ROI of email marketing is $40 for every $1 spent? This demonstrates the power of email marketing, where there are 4.3 billion users of email.
There lies a great opportunity in email marketing to acquire users for your mobile app. It is an effective way to connect with your audience in a more personalized way to boost customer acquisition as well as retention.
If you’re just starting out email marketing or want to scale your existing strategy, here are some tips that might come in handy.
The multinational clothing company has a unique email marketing strategy that engages users at every stage of their buying journey. Here’s a breakdown of their email marketing strategy:
Did you know that a whopping 92% of people trust their friends’ referrals, according to a Nielsen study?
A referral program can supercharge your user acquisition game and help you save big on customer acquisition costs. Plus, it’s a fantastic way to spread love for your app with a touch of trust!
If you want to up your referral game to boost customer acquisition, here’s how you can go about it:
Get your app’s referral game on point, and watch your user base grow.
CRED, an Indian FinTech company, launched a unique referral program to boost app installs and expand its user base. It encourages its members to invite friends and family to join the platform.
In the referral program, existing CRED members can share a unique referral link with their friends or family. When someone uses this link to sign up and completes their first credit card payment, both the new member and the referring member receive rewards, usually in the form of CRED coins.
These coins can be used to redeem various offers, discounts, or products available within the app.
What’s unique about CRED’s refer & earn program, it provides custom messages for users to share among their friends, which makes referring easy and quick.
You might think that old-school marketing methods like TV, radio, and print ads are ancient history in today’s digital world. But hold on a sec—TV ads can actually boost app installs by a whopping 56-74%!
A cool fact is that 84% of TV viewers chill with their phones nearby, often scrolling through them during commercial breaks. It’s a perfect chance to grab their attention and make them want to try your app.
Here are some tips to keep in mind:
Example: WinZO Games
WinZO launched TV ads in collaboration with former captain of Indian cricket team Mahendra Singh Dhoni and Ad Man Piyush Pandey.
The ad showcased characters bearing relatability to real life personalities, making it resonate among its target audiencem belonging to the Tier 2 to Tier 4 cities of India.
The campaign has been a huge success, establishing WinZO as a go-to entertainment destination for gaming enthusiasts.
This rule holds true since the beginning of time. Since the dawn of time, the idea of giving something before getting something in return has been a powerful strategy. This principle holds true in the world of user onboarding as well.
To encourage new users to give your product a shot, consider offering demos and free trials. This approach allows potential customers to explore your product, understand its value, and see how it fits into their lives—all without any upfront commitment. In return, you’re more likely to gain loyal users and grow your user base.
Here are a few tips to make your demos and free trials more appealing:
Cult.fit, a popular Indian health and fitness startup, offers a compelling free trial program to attract new users and showcase its wide array of services. With a focus on holistic well-being, Cult.fit provides online and offline fitness classes, mental health support, and dietary guidance, among other offerings.
The free trial program is designed to give potential customers a taste of what they can expect from a Cult.fit membership, encouraging them to explore the platform and experience its benefits first-hand.
Key features of Cult.fit’s free trial program includes:
Cult.fit’s free trial program serves as an excellent example of how businesses can attract new users and demonstrate the value of their offerings. By providing a low-risk opportunity for potential customers to experience the platform, Cult.fit paves the way for lasting relationships and continued growth in the fitness industry.
Trackier is a powerful tool that can significantly boost your mobile user acquisition strategy. By providing valuable insights into key performance indicators and helping you optimize your marketing efforts, Trackier plays a crucial role in growing your user base.
In summary, Trackier is an indispensable tool for enhancing your mobile app user acquisition strategy. By providing insights into channel performance, combating fraud, offering attribution data, monitoring marketing costs, and evaluating retention rates, Trackier empowers you to optimize your marketing efforts and grow your user base effectively.
User retention is crucial to the success of any business, especially in the digital age where customers have a multitude of options at their fingertips. While user acquisition is important, retaining existing customers can be even more valuable in the long run. Not only does it save on marketing costs, but it also fosters loyalty, encourages repeat purchases, and generates positive word-of-mouth. By providing a positive customer experience, personalized communication, and offering incentives and rewards, businesses can increase their chances of retaining customers and ultimately, drive revenue growth. Therefore, it is essential for companies to focus on both user acquisition and retention strategies to achieve sustained success.