So, days and days of hard work finally came to beautiful fruition and you released an awesome app into the mobile space. For the past few weeks, you’ve optimized your app store listing, promoted your app through social, web, and email channels, and happily watched thousands of downloads trickle in. Now what?
If you’re the astute app marketer we faithfully believe you are, you know that your job isn’t done. With all businesses, marketing doesn’t end with the sale; you have to cultivate brand loyalty. In the app world, loyalty means continual app engagement, and it’s achieved by a combination of push and in-app messaging campaigns.
If you’re not sure when to reallocate budget from download-driving app marketing strategies to engagement-driving ones, look for these six signs to help you gauge your readiness to shift mobile marketing gears.
You may have heard that 20% of apps are only used once. However, achieving high app retention is a lot easier than you think with the power of push in your marketing arsenal. Push messages are notifications you can send to users once they’ve left your app. These notifications are little pop-ups on the home screen of a smartphone that say, “Hey I miss you! Here’s why you should come back to this app.” In short, push messages are incredibly effective at driving app traffic and motivating latent users to return (when they follow best practices, more on this later!).
Savvy mobile marketers know that while downloads are an important metric, conversions are what really matter. If you’re noticing a steady stream of new downloads coupled with a simultaneously low conversion rate, it’s time to employ in-app messaging to guide people through your app’s funnels. Whether you define a conversion event as an in-app purchase, article read, or social share, in-app messaging will help your users take important actions and thus monetize your app.
Your app users are wonderful people and you’re thrilled that they decided to download your app. You want to welcome them, see what they’re up to, and reward them for sticking around. Therefore, you need a way to communicate with your users. This is where both push and in-app messages can provide value. Truly successful apps are lovable because they build rapport with their users with highly targeted messages that cater to different segments. For example, check out this personalized push message that was customized for Rue La La’s female segment. It even includes language and tone that will be familiar to this audience.
One of the most common ways to increase your app’s visibility in crowded app stores is to ensure it has good reviews. And without in-app messaging, it’s nearly impossible to figure out who your promoters are and subsequently entice them to positively rate your app. Remember, your happy users can be strong evangelists for your app, but first you need to figure out who they are. In-app messages that present surveys to users can help separate the satisfied from the not-so satisfied. After, you can present them with follow-up messages that contain calls to action to also rate your app externally.
The mobile space moves fast. If you’re not regularly innovating, you risk falling behind. But, what do you do when users aren’t installing app updates when a new version is released? Mobile marketers want their users to always be on the latest iteration of their app so they have access to the greatest features that you spent so much time and hard work developing. To encourage people to update, use in-app messages to highlight the cool new things you have added. In essence, turn to in-app notifications when you see an upgrade bottleneck develop.
The lines separating offline marketing channels (like brick-and-mortar stores), online channels (like websites), and mobile devices are beginning to blur. Marketers will soon be able to import customer profile data that they’ve collected outside the app and tie it neatly into their mobile strategy.
However, if you’re having trouble identifying specific use-cases for rich profile data, you’re likely missing push and in-app messaging in your marketing mix. The smartphone is a personal marketing medium, and marrying profile data to your app users’ behaviors will amplify their level of engagement.
If these six signs resonated with you, it shows you’re ready to invest resources in building stellar push and in-app marketing campaigns. That’s fantastic - you know what your next mobile move needs to be, but how do you make it a strategic and well-planned one? We’re here to help. Check out our free on-demand webinar and learn all the best practices of push and in-app messaging so your app becomes sticky, successful, and a steadfast staple on smartphones everywhere.
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