Five Highly Effective Mobile App Customer Acquisition Strategies
In part two of his three part series for B&T, Logan Merrick (pictured below), director of Buzinga App Development, says it’s no good having a great app if your customers aren’t using it…
Businesses too often prematurely develop and invest in apps, only to be left wondering where all their users are. According to Startup Muster, the most reported internal challenge for Australian start-ups is customer acquisition. Guaranteeing the success of an app’s launch requires either adequate sales skills or knowledge of how the ‘marketing funnel’ works.
Once businesses have undertaken appropriate pre-launch actions to create their app, the next important step is successful customer acquisition through effective marketing. Unfortunately, not all businesses invest their time in effective marketing, despite it being necessary in attracting initial users and helping kick-start the progress and popularity of an app.
With Australian mobile consumers spending 80 per cent of their time on smartphone apps, there’s an evident opportunity for marketers and businesses today to engage with mobile audiences. The key to success here will depend on effective mobile app customer acquisition strategies.
Here are five proven mobile app customer acquisition strategies to help businesses succeed during the launch of an app:
- Email Marketing
The power of email in marketing is boundless, with 44 per cent of email recipients making at least one purchase last year based on a promotional email. However, many poorly executed online marketing efforts fail to generate leads.
Identifying the most effective ways to convert leads into actual app downloads and users requires obtaining an accurate idea and deep understanding of the app’s target audience. Some simple tips include:
- Setting up a website or landing page to collect emails
- Use marketing to drive people to the app’s website or landing page three months prior to launch
- Regularly sending value-adding emails that include ‘behind the scenes’ photos, exclusive screenshots, or anything else that poses interest to the audience
- Sealing the deal with an exclusive offer, discount, or access to the beta release just before launch
- Referral / Incentive Marketing
The key for incentive marketing is thorough testing. Businesses should ask themselves: what is the minimum value I can offer that will appeal to the largest audience.
An example of incentive marketing is Maccas Play or McDonald’s Monopoly, which offers Monopoly sweepstakes after purchasing food. McDonald’s found a way to leverage its incentive marketing initiative not just to improve sales, but to energise its brand and customer loyalty.
- Product-Driven Content
The most low-cost and organic customer acquisition strategy available today is giving potential users valuable content for free. This content could include blogs, social media posts, educational or entertaining videos, newsletters – the possibilities are endless.
Creative content can be developed and distributed through email databases and social media accounts, ultimately leading to shares and new leads.
- Paid Online Advertising
Online advertising gives businesses the advantage of easily seeing where their money is going and how that spend can be most effectively optimised to reach specific KPIs.
Online advertising comes in three main forms:
- CPM (cost per thousand impressions) – Paying the advertiser a certain amount per every thousand times the ad is viewed
- CPC (cost per click) – Paying the advertiser a certain amount per click on the ad
- CPA (cost per acquisition) – Paying the advertiser based on a pre-determined definition of ‘acquisition’, such as an app install resulting from someone clicking on the ad, or a registration to service
The launch phase of an ad campaign is one of the few times to use the ‘spray and pray’ approach, which entails throwing the app out into a number of different ad networks and using analytics to track which one works best. From there, tweak and refine the marketing spend and strategy on a regular basis.
- Publicity
Old fashioned PR, such as press releases, app reviews or features on publications and blogs is another highly effective and simple method of customer acquisition.
For new apps, getting press can be a difficult task without the services of a professional media relations company.
Some important points to consider when seeking press are:
- Target smaller, localised and niche interest blogs for a higher chance of being chosen
- Ensure outreach is centralised around demonstrating how featuring the app is beneficial to their publication and its readers
- Leverage contacts and ask for an introduction/ endorsement
- Don’t forget about social media. Reach out to Facebook admins and profiles that are relevant
Look out for Part 3 of this content series to find out how to optimise an app’s success following the product launch phase.
Please login with linkedin to comment
buzinga app development Designworks logan merrick potato saladLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.