As reported on MarketSplash:
While the first option is quicker to implement when your business has direct access to it, the second option is easier to implement in the short run.
What Is User Acquisition? 🧐
You’ve just designed a brand-new app or game. Your traffic to the app store is quite slow, so you need to bring more relevant traffic to it. Your goal is then to attract new users and convert them. The problem is, you don’t have too much time. You need this done quickly for your business to take off.
The easiest and quickest solution you’ll find is paid user acquisition.
In other words, users get compensated for their time and effort to convert to your app page. You pay users to bring more activity and traffic to your app. This is the quickest means of conversion possible, since it’ll bring users straight to your page.
It’s also important to note that UA enables you to reach out to any audience. Your targeted audience can be diversified, and you get to pick the details of how your personalized ads look like.
This will interact with each individual separately in an ideal way and thus, increase conversion rates quickly and surely.
While it’s true that UA is a real investment in app advertising, it’s definitely something to consider. This is why this article will discuss the pros and cons of paid user acquisition, how to measure it, the differences between paid and organic user acquisition, and the types of UA available. Let’s dive in.
Paid VS. Organic User Acquisition 👀
While organic user acquisition dominates the market right now, paid user acquisition is slowly catching up.
Organic Acquisition 🍀
The best Lifetime Value of a Customer or LTV is achieved by using organic acquisition of customers. Most app owners decide to go with this option because it costs nothing and can be highly successful.
Some of the strategies that organic marketers use, however, are App Store Optimization or ASO, Search Engine Optimization or SEO, App indexing, press coverage, etc. The benefits? Improved user engagement, better retention, and of course, more profit.
Because organic users put in the time and effort to actually find your app, download it, and use it, they’ll be more invested in interacting with it than paid users.
As an owner, you’ll be taking no risks, pay no money, and implement this strategy quickly. However, you’ll require a professional team of experts willing to help you out. Organic acquisition takes more time to enforce and involves more people in the process.
If you do want to go organic, here are some of the most important tools and ideas to consider. These concepts are also important to consider if you’re choosing paid acquisition. Respecting these notes will increase your app’s chances of success.
Becoming Aware of the Optimization Factors 👏🏼
As I mentioned, if you’re going organic, here’s what you should know.
- Your title matters. It is the first impression your users have of your app. Therefore, it is highly valuable to use keywords to boost app exposure. Using essential keywords in your title is a must-do. This will increase your searching rate by at least 7%. And trust me, you want that 7%. You could also use strategic keywords in the subhead titles. Just make sure that you’re choosing them properly to increase the chances of getting noticed on the app store.
- Do your keywords research well, it is essential that you do so. If your content is high-quality, you’ll attract more potential clients to the app, and you’ll get more leads. The chances of being found by interested customers also increase.
- Your icon must be appealing. You can say that “appearances don’t matter” all you want. The truth is, you’ll be lying to yourself. Appearances do matter, especially when we’re talking about an app. So, your icon game must be really good for customers to become interested. The icon, as the name says it, shows what your app is all about. Without a unique design, clients won’t knock on your door. Testing out icons before deciding on one is essential.
- Your app’s description is crucial. In the end, the description will make a huge difference in the customer’s decision-making process. The first sentences of your description are really important to attract users. You want them to be curious enough to press the “Read More” button. Your strategic keywords must be included in the app’s description. Another good strategy is adding a Call-To-Action button to direct users straight to your webpage.
- Your app’s reviews. Customers know what to look for, and how to distinguish good from great apps. Your app needs outstanding reviews to be rated as great. Your app’s ratings must also be high. Make sure you are promoting it to the right audience. Ask your users for constant feedback. Ask them to leave reviews on the Appstore. Ask them to rate your app. These are all important tools to consider.
- Your preview video. Any successful app’s got a preview video available. You want to show your customers that your app is running well and is professionally designed. Google Play is a good tool to use. Your audience needs to perform analysis before making the decision to purchase your app; show them what your app’s all about to ease up their decision.
- The screenshots matter. Your users need screenshots of your app to determine whether they’ll buy it. They must be shown how your app works before anything else. Screenshots bring important traffic to your app’s page.
Some of the most important ASO tools to consider are keyword trackers running on SEO algorithms, App Store data platforms, and app store ranking optimizing tools.
The most popular tools in the keyword-tracking arena are App Radar, Mobile Action, and App Tweak. For storing data, you might want to look into StoreMaeven and App Annie. Apptopia is also good. And for optimization, Appready and Gummicube are good tools to use.
Using influencers to promote your app on social media platforms is highly recommended. They already have an extended database of customers, so all they’ll do is make the connection between your app and their clients. They’ll be responsible for driving new customers to your app. However, this might cost you, even if it’s considered organic acquisition.
Paid Acquisition 💰
As I mentioned, all the above concepts are important to implement even if you’re choosing to go with this option. You should indefinitely try organic acquisition first or have both organic and paid acquisition work together at the same time.
However, paid traffic is indeed less complicated to acquire. In this article, you’ll learn how you can bring users in more quickly by using your other available alternative. In the meantime, let’s draw the line and see how we can blend both paid and organic UA together for even better results.
Key Strategy: Combining Organic & Paid User Acquisition 🤝
Both organic and paid UA are valid and valuable for your app promotion, so you should definitely strive to combine them. This, however, can look easier than it actually is. Combining these two important tools takes precision and professionalism, so I’m very glad that you’re here to learn how to excel.
The strategy of combining these two essential tools is measuring outcomes. Without understanding the actual results of using them, you will not be able to assess their utility accordingly. You might be misled and make mistakes – avoid that by measuring.
How to Measure Paid User Acquisition 📊
You want to keep an eye open to KPIs such as:
- Conversion rate by using web analytics services, replay tools and session recordings, heatmaps, and satisfaction surveys.
- Cost per install or CPI campaign that publishes digital ads across social media to get higher engagement rates across users.
- Customer Lifetime User Value by taking into account the Average Order Value or AOV, the Average Purchase Frequency or APF, the Customer Value or CV, and the Average Customer Lifespan or ACL. You can either do the math on your own and get the final result individually, or you could hire customer analytics specialists to do it for you.
- Engagement behavior such as reviews, ratings, registrations, purchases, etc.
- Retention rate which tracks how many people have used your app over a certain period of time. You’ll want to track your monthly retention rate, if possible.
Remember that no matter where your target audience is coming from, your job is to make sure that they will be coming back again. This is why, in addition to checking the above KPIs, you should also:
- Continually experiment with ads and engagement campaigns. Re-design your campaigns to fit your new audience if necessary.
- Offer special promotions, giveaways, and gifts for your users.
- Add them to your email list and send them reminders.
- Offer special member discounts to ensure that your users stay loyal to your app.
- Organize sales campaigns and promote your materials to new audiences.
Your job is to keep users engaged at all times. Don’t let them doubt your product. Don’t let them switch to other apps. Offer them continual exposure to your app to let them know that they are important to you.
7 Types Of Paid User Acquisition 👈🏽
The most expected part of this article and probably the most important. Paid user acquisition, as we already agreed, means paying money to get more app users. It’s time to dive into the types of paid UA available and see how you can use them to boost your app traffic.
It’s no secret that the highest rated content today is video. Users love video ads, and so should you. Video marketing the easiest and best way to show customers how your app functions and what it stands for.
It doesn’t require any reading, so it’s fast and engaging. Your video should be concise and very well-made. It should be eye-catching. If you’re reaching an international audience, make sure you use subtitles. The background music is also important; it should use an engaging rhythm.
You could share your video on all the available social media platforms, such as Instagram, Facebook, LinkedIn, YouTube, Twitter, etc. If you’re pairing this with high-quality content, your marketing campaign will stand out, and your app will sell like crazy.
P.S. – avoid using YouTube ads (those that pop up before a video). They’re cheap and annoying. You know exactly what I mean. So, if you don’t like it done to yourself, don’t do it unto others. It’ll only pull customers away.
Since we were just on this topic, let’s expand on it. Your customers will be found among social media users, so social media advertising is really important. Using ads here can be a great experience for you and your app. You should add the famous Download button to the apps promoted here, to get users easier access to your app.
Social media is also great for targeting various groups. Since it’s got such a huge database of clients, you’ll be able to target people based on their preferences.
Check their likes and interests. See how much and often they engage with those trends. See what locations they find advantageous, and what key elements interest them. Track your potential clients’ activity on social media to advertise effectively. The possibilities are endless once you know exactly who you’re advertising for.
Facebook Ads 🎙
Using Facebook ads will be of tremendous help, especially since most app users already have Facebook installed. Facebook can be of great help for most of your needs, so don’t hesitate to use this platform. No, it’s not overused.
Instead of wasting time creating a landing page (when you don’t have it), you could go straight to Facebook and have them run a marketing campaign for you. There are so many tools you can make use of here. Not only can you choose your campaign goal, but you can also automatize the app promotion process. Facebook will do all the work – all you have to do is pay up.
If you want to work independently, you can create app ads on your own. Facebook has an entire helpful section on this on their website. You can learn how to create a mobile app ad campaign, an engagement campaign, a custom audience for your app ads, or learn how to run ads without administrator privileges. You could also learn how to accelerate your app’s growth rate and optimize your ads. There’s just so much content to be learned 👏🏼
Instagram Ads 🤩
If you prefer Instagram, go for it. To be completely honest, Instagram users are way more interactive online than Facebook users. Keep in mind that Instagram was designed for video and photo sharing, so your app ad will be welcomed here.
In any case, make sure you know your audience well to ensure that your Instagram users are engaging. If your app is designed for users older than 40, then don’t go for this one. Most Instagram users are quite young, so you want to advertise to 40+ individuals, Facebook is a better fit for you.
If you’re going for Twitter – and you should! – your best bet is using a GIF or a cute image to promote your app. Researchers found that these are the most widely-shared posts, so don’t miss out on anything. Set a goal, select a strategic image, target followers based on interests, and get going.
Know that Twitter moves quicker than Instagram and Facebook, so make sure that your ad stands out. This is more important on Twitter than it is on any other social media platform. Your content must be super-witty and clever to catch the attention of the public.
Snapchat Ads 🎬
Snapchat is mostly used by young people (a little under 26) and not super-professional. So, if your target is young to middle age professionals, this is not your go-to.
However, you can still use it if you’re targeting younger audiences. Just keep in mind that ads on Snapchat are more expensive than those on other platforms. Also, your ad must be a video to meet this platform’s requirements. Your budget for a month of advertising on Snapchat can’t be lower than $700-1,000.
Use Universal Apps 🧑🏼💻
Besides social media platforms, you also have the option of running universal app campaigns. Your app can be displayed on platforms such as Google Play, Google Display Network, or Google Search. YouTube also fits into this category.
The coolest thing about using these universal apps is that they appeal to absolutely everyone. Also, users can more easily identify and interact with your app if that’s one of the reasons they’re browsing the platform.
We learned that paid and organic user acquisition should be combined to get the best results, so don’t hesitate to use them both. Don’t forget to implement all the above strategies for maximizing your app’s efficiency on all platforms. Stay positive, keep working, and stay tuned for more!
This article was written by Justin Osborne. Justin is a writer at bestessays.com, he loves to share his thoughts and opinions about education, writing and blogging with other people on different blogs and forums. Currently, he is working as a content marketer at write my essay uk.
Date: 2020 12 06
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