What is App User Acquisition?
App User Acquisition is the process of obtaining new users or customers for your mobile app by employing strategies and techniques that attract and convert potential users into active app users. The primary objective of user acquisition is to expand the app's user base and encourage user engagement, ultimately resulting in business growth and revenue generation.
The central objective of user acquisition is to enlarge the app's user base, recognizing that a larger user base offers extensive possibilities for business expansion and revenue generation. As the app attracts and engages more users, it creates opportunities for heightened app usage, increased in-app purchases, subscriptions, or ad impressions, depending on the app's specific revenue model.
User acquisition holds significant importance for businesses of all sizes due to the following reasons:
Establishing a Strong User Base: By acquiring new users, businesses can expand their reach, increase their customer base and establish a solid foundation for their app's success.
Revenue Generation and Acceleration: Acquiring new users is directly tied to revenue generation. More users mean a larger customer pool, leading to increased opportunities for monetization through in-app purchases, subscriptions, or advertising.
Increasing Customer Lifetime Value (LTV): Increasing Customer Lifetime Value (LTV) refers to the strategies and efforts implemented by businesses to maximise the long-term value and profitability derived from each customer. Acquiring new users is not only about immediate revenue but also about long-term value.
Building Brand Awareness: User acquisition is closely tied to brand building. By reaching and attracting new users, businesses can increase brand visibility and awareness in the market.
How does User Acquisition work?
User acquisition is a multifaceted process that involves various steps and strategies to attract and convert potential users into active users of a mobile app. First step is to define the target market and establish clear user acquisition objectives. Next step is to create a user acquisition strategy that includes incorporating paid marketing, content marketing, influencer marketing, referral programmes and continuing analytics and optimisation for the right metrics.
The ultimate goal is to establish a recognisable brand presence, generate revenue, increase customer lifetime value and cultivate a large user base. Businesses may promote the growth and success of their apps by regularly monitoring and adjusting their user acquisition efforts.
Types of User acquisition strategies :
App store optimization (ASO) is the process of improving a mobile app's visibility and downloads by optimising its presence in app stores through techniques like keyword optimization and appealing visuals. ASO helps apps stand out and attract more users organically.
Organic user acquisition marketing refers to non-paid strategies for acquiring new users for a mobile app, such as optimising visibility, creating valuable content and fostering positive user experiences. It emphasises sustainable growth and building a loyal user base naturally.
Paid Marketing promotes mobile apps through targeted ads on platforms like social media, search engines,OEM’s, Self Serving Platforms, ad networks and so on . They accelerate user acquisition by increasing app visibility and driving installations from the relevant audience.
Retargeting campaigns re-engage previous website users with personalised ads to increase conversions and drive desired actions.
Referral programs incentivise existing users to refer others to a mobile app, driving user acquisition through word-of-mouth marketing. By providing incentives or rewards for successful referrals, referral programs encourage users to spread the word and attract new users to the app.
PR and press coverage involve leveraging media outlets to generate awareness and credibility for a mobile app, driving user acquisition through positive media exposure.
Social Media Marketing drives referral traffic and high-quality leads to apps and websites by leveraging platforms like Facebook, Instagram and Twitter. With targeted audience segmentation options, businesses can effectively reach their desired demographics and interests, maximising the impact of their marketing efforts.
Video content marketing creates brand awareness through impactful videos that explain your offerings. Simple, informative videos with high-quality graphics drive engagement and increase the likelihood of converting viewers into leads.
Demos and free trials build trust and convert potential users into leads. By offering a firsthand experience, they increase the likelihood of users becoming paying customers.
Webinars (virtual and physical) effectively create app awareness and acquire new users.
Social proofs, such as customer testimonials, success stories, case studies, reviews, and ratings, play a pivotal role in acquiring users. By highlighting positive feedback from existing customers, trust is built, making potential customers more inclined to choose and utilise the product or service.
Email marketing converts existing leads through targeted marketing messages sent via email. It's a cost-effective way to reach a large audience, driving conversions by engaging recipients and encouraging desired actions. Effective email marketing nurtures leads and accelerates sales.
Seasonal marketing targets specific periods like the rainy season, requiring tailored campaigns and promotions. Consider a company that specialises in manufacturing & marketing raincoats. Raincoat being a seasonal product creating a campaign that aligns with the increased demand for rain protection during the rainy season should be the go to strategy. The campaign would involve targeted promotions, discounts and engaging content highlighting the benefits of the product.
Conclusion
To secure new users effectively, businesses should employ a "test and implement" approach to find the most suitable user acquisition strategy.
Connect with us to boost your User Acquisition efforts so that we can help you drive more engaging users at scale.