Mobile app usage has been increasing every year. Consumers are often looking for new apps that make their lives easier. With the increasing number of apps, there is an increase in competition. Creating and designing an innovative app is not enough, you need to ensure that your target audience notices your app. Bringing your app in front of your target users is important. Without the right strategies your app would be invisible.
According to Statista (2020), there are 2.9 million apps available on Google Play Store and 4.4 million apps on Apple Store. Clearly, there is a lot of competition in every category which is why a thorough market survey is important before formulating a mobile app marketing strategy. With the right app user acquisition strategies, you can introduce an app to your target users. In this article, we will discuss some key mobile app user acquisition strategies you can use to make your app more visible to your target audience.
First, let’s understand what app user acquisition is.
What is Mobile App User Acquisition?
Mobile app user acquisition is the strategy that is designed to generate new users and encourage app downloads. This involves implementing various marketing and advertising strategies to attract users to the app.
There is a ton of competition on the app market, hence user acquisition is important to convert more customers. With user acquisition you can encourage leads to become paying customers. Users often download an app and don’t end up using it. But with the right marketing and advertising strategies, customers would be willing to try out the app.
Mobile App User Acquisition Strategies
PR Activities
Public relation is important before you are about to launch your app. PR campaigns allow your business to create a buzz in the media about your app and build connections with users. This can lead to more users installing and engaging with your app. Start your PR efforts with a press release. A press release is a piece of communication that reports important news or updates like any event, product launches or other things happening in an organization.
During the pre-launch stage of an app, a press release is important. This creates awareness about your app among your target users, media, and other partners. Any business launching an app should leverage press releases to create curiosity about an app. Press releases tell brief stories about the product launch. Businesses can tell a story about their app and how it can prove valuable for their target market.
Along with press releases, create and distribute digital press kits to the media. These press kits include all the documents, images and materials sent to the media for promotional purposes. In these press kits, you can highlight the key features of your app and how it will be valuable to the target users. Create a page on your website that includes all the information about your app on it. This gives all the information to the media who want to talk about your product and promote it. Having a press kit on your website makes this information easily accessible to anyone.
App Store Optimization (ASO)
Users search for apps on app stores. As seen above there are currently millions of apps on app stores. To make your app more visible to your users, app store optimization or ASO is important. Just like SEO helps your website become more visible on search engine results pages, ASO enables your app to be visible on app store search. App store optimization helps attract new users to easily discover your app and download it. ASO focuses on using relevant keywords, ratings, reviews and more to boost the ranking of your app.
To ensure better ranking for your mobile app use relevant keywords in the title, headline, and description. Write a good description about your app and its key features. Use high quality images and videos in the app previews. Encourage users to rate and review the app as this encourages more users to try out your app. App store optimization can help improve visibility and increase conversion rates.
Check out these key app store optimization strategies you need to implement.
Content Marketing
Implementing a content strategy can help you generate more traffic to your app organically. Marketers rely on content marketing to attract quality leads to their website. Content strategy can work the same way for any mobile app. Blogging is a great way to attract new leads to your website and then direct them to your app. Conduct a thorough keyword research to determine all the search queries your target audience is using. Use these search queries as topics to write your blog. Blogs should be relevant to your app. You can write about your industry, updates or any information related to your app.
Being consistent with your content is important. If you have a blog, ensure that you post regularly. Content helps you build authority and users look at you as a thought leader in your industry. This makes you a trusted source of information and users are encouraged to download your app. Help resolve the most important search queries relevant to your app and industry. Create content that is personalized for your target users. Focus on the user’s goals, interests, and challenges. Use content to provide solutions for their problems. This helps build trust and credibility with your business.
Leverage Social Media
Social media platforms can be powerful tools in creating app awareness and promoting your app. It can be used in the pre-launch stage and after launch to reach your target users and build curiosity around your app. Majority of your target users can be found on social media. It can be a great medium to attract your users through organic and paid strategies. You can share informative content in the form of posts on social media to increase engagement. Paid ads and sponsored posts can also be used to increase a wide number of users.
Through social media you can also find out what your users think about your app. Comment sections should be monitored to see if users are happy with your app. Sharing content regularly on social media is a great way to keep users engaged. Posts that provide valuable, interesting, and relevant information is appreciated by users. It encourages them to try out your app and keep using it often. Post informative content about various features of your app to help users understand your app better.
Email Marketing
Consumers often prefer emails over any other forms of communication with a business. Email marketing can be used to reach users and give them updates related to your app. These emails should be personalized according to the users. Create an email copy that is relevant and interesting to your users. You can talk about your app launch, important features, app upgrades and more. Using the first name is a great way to personalize the email for your users. Optimize the emails for mobile screens to improve user experience. This helps users engage better with your emails.
Use the right CTA or call to action and place it where it is easily visible to the users. Even after the user has tried out your app, you can use emails to ask for their feedback. This helps you find out if the users are happy with your app and any improvements that can be made. Users also feel appreciated when they are asked for their input.
Influencer Marketing
Many consumers follow influencers as they trust their opinions and want to get updates about recent launches. When launching a new app, you need to reach out to influencers relevant to your industry to help create brand awareness. Influencers have many people as their followers, and you will be able to reach a wider audience. These influencers can be on various social media channels like Instagram, Snapchat, or YouTube. Research about which influencer will be a great fit to talk about your app. Reach out to these influencers and give them all the information about your app and its features.
With influencers you can generate more traffic through word of mouth. People rely heavily on influencers and trust their opinions. This way more people will be encouraged to try out your app.
Paid Ads
Businesses utilize PPC or pay per click ads to increase awareness. These ads can help your product promotion on various channels. Google ads has various types of ads you can leverage to promote your app. You can promote your app across Google’s wide network and partner sites. Social media ads can also be used to promote your app to a wide range of audiences across social media. Ads should be personalized to your target market. Use relevant keywords in headings, URL, and descriptions to get more visibility for your ads. Focus on targeting the right keywords that will allow these ads to appear before your target users.
Optimize ads to improve ad rankings and overall ad quality which can help increase click-through rates. Paid ads can be expensive depending on how much you are willing to spend on these campaigns. However, they help you achieve higher visibility and can give faster results compared to organic efforts.
User acquisition strategies are important to implement as they enable you to reach your target users. As there is an increasing number of competitions in the app business, you will need these strategies to make your app more visible and increase conversions. Invest your time and resources in planning and implementing these strategies so that you can increase your profit. The strategies mentioned above can be implemented by any business for their app. After you have developed your app, focus on your acquisition efforts to help users discover your app easily.
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