Any advertisement or marketing campaign that is intended to be shown to your customers while they are actively using your app falls under the umbrella of in-app marketing. With the aid of in-app marketing, businesses can interact with customers in real time and promote new products to keep them interested.
Why Do You Need a Marketing Plan for Your App?
If you don’t have a plan for communicating with your current users, you risk losing them before bringing on new ones or, even worse, over-messaging them. According to research by Mixpanel of 1.3 billion users, only 10% of web-based apps or marketing goals are retained on average.
Here are three ways a mobile app marketing strategy can help you grow your user base, whatever your app does to make users’ lives easier.
Here are three ways an in-app marketing strategy for product marketers can help you grow your user base, whatever your app does to make users’ lives easier.
1. Direct the Experience of Your Users
It’s more than just teaching new users how to use an app; activating them. It also involves showing your users the value of your software and persuading them that this value will endure for several months or years.
The excellent in-app user experience comes with:
- An onboarding process that makes it simple to get started
- Re-onboarding inactive users who return after a hiatus
- explanations or guides that are beneficial for new features
- Access knowledge base articles and customer support quickly and contextually
- Ideas for high-impact activities (e.g., demonstrating to users how to maximize value)
2. Collect User Comments
In-app behavioral analytics can be used to quantify implicit feedback. Users become frustrated or confused when they frequently begin tasks without finishing them or when they keep tapping the same buttons.
Explicit feedback can also be requested using in-app prompts. App developers may find it easy to ignore minor annoyances because apps often include a tonne of fantastic features. But your users won’t agree with you; those minor irritations have the power to turn them off permanently.
By gathering feedback, you show that you are interested in their experience. Utilize in-app messages and notifications to let them know you’re taking this feedback a step further and implementing it into the app.
Give consumers straightforward options to choose from, such as a numerical rating system, thumbs-up or thumbs-down, or smiling or frowning emoji, to make it simple for them to answer. You should be able to get the information you require with just one tap.
3. Compile Glowing Testimonials
Only a small portion of users would actively submit positive, unsolicited feedback on review sites or marketplaces, but favorable online evaluations can increase traffic and attract new users to your app. You can request these reviews using in-app prompts.
Aim to send out these prompts when the user is obviously having fun with the app. It’s appropriate to request an app review if, for instance, a user has been active every day for a week. Reviews on the app store are frequently significantly more persuasive to prospective customers than reviews found on independent review websites or social media.
Bottom line: Start your own in-app marketing campaign.
You can keep your users happy, engaged, and more likely to be retained over the long run with a strong in-app marketing strategy. Develop a comprehensive approach to your own app, from onboarding to gathering app evaluations, and abide by these recommendations.
If you want to learn more about onboarding engagements, contact us.
