A strategic user acquisition plan is key to the success of any app business. Typically, mobile marketers will use a variety of techniques, ad platforms, and marketing channels in order to determine the most cost-effective way to acquire more users. After determining the most profitable user acquisition channels for the particular app, businesses can then focus on scaling this marketing initiative to achieve the highest ROI possible and maximize the number of active users.
As the mobile marketing agency Udonis highlights, the most common methods of user acquisition include:
Paid user acquisition: This marketing method involves paying media channels and mobile ad networks to display ads that encourage the target audience to download the app. In order to create an effective user acquisition with paid advertising, marketers need to track the performance of each platform, creative, and targeting in order to improve the ROAS over time. For example, tracking metrics such as CTR, install rate, and cost per action, are all critical to ensuring a profitable paid user acquisition strategy.
Owned media marketing: Owned media refers to channels that the business already owns, for example their email list. Since users in owned media channels have already opted-in to the company, this channel can be highly effective at acquiring initial users. That said, it can take a significant amount of time to earn owned media and thus it may not be as scalable as paid user acquisition.
App store optimization (ASO): Similar to search engine optimization, ASO refers to the process of optimizing an app listing on a marketplace such as the App Store or Google Play Store. The goal of ASO is to rank for target keywords that users are already searching for and make the app easily discoverable. Examples of ASO include optimizing the app’s description, visuals, and title in order to attract visitors and convert them into user
Retargeting and re-engagement campaigns: Finally, retargeting and re-engagement refers to marketing activities geared towards users that have already interacted with the business and either have not yet downloaded the app, users that have uninstalled it, and keeping existing users active. With so many options available to consumers, retargeting and re-engagement act as a reminder for users of the app’s value proposition.
Regardless of which user acquisition channel is used, app marketers must use a data-driven approach to growth by tracking the entire user lifecycle. Specifically, this involves aggregating cost data, analyzing marketing spend, and attributing relevant actions for each new user. To solve this, a marketing analytics and attribution platform provides the necessary tools and insights needed for marketers to improve their user acquisition strategy.