Marketing Strategies For Every Stage Of The Mobile App Funnel
Advertisers and marketers know about the traditional way of the mobile app marketing funnel and the strategies that line up with each stage. In any case, mobile application promotions require investing in various strategies, and there are many changes to the funnel with regards to marketing applications.
Nowadays consumers deal with apps much differently than they engage with a desktop experience, which means marketers must adjust what they know about their funnels to match the in-app customer journey.
In this blog, we investigate the mobile application marketing funnel, how it contrasts from the traditional advertising funnel, and offer prescribed procedures around strategies marketers can use at each stage. Let's start!
Mobile app marketing funnel
The mobile application marketing funnel is spread out along these lines to a traditional marketing funnel. Potential clients find the application through an assortment of strategies, then, at that point, consideration and conversion stages, eventually move into the customer relationship and retention stages.
Albeit the layout may look similar to funnels you’ve become familiar with over the years, there is one major distinction in the mobile app marketing funnel: The strategies used to move clients through the funnel fluctuate unfathomably from strategies utilized in traditional digital marketing.
Applications offer a remarkable opportunity for advertisers to interface with their clients, and the promoting funnel should move to remember these new channels for requests for advertisers to exploit the chance.
Through working with a huge number of applications across various phases of the mobile funnel, we've taken in some things regarding how to move toward mobile application marketing throughout the long term. The following is a significant level perspective on what we've found out with regards to the various phases of the mobile application marketing funnel, alongside strategies advertisers can use across each stage.
Stage 1: Exposure and discovery
Compared to a traditional marketing funnel, the greatest distinction we find in the mobile application marketing funnel is the beginning phases (for this situation, openness, and disclosure) are consolidated. For mobile applications, the "buy choice" time is the time it takes to choose to download an application. Rather than a long venture deals time, the choice opportunity to download an application can be somewhat short.
In the exposure and discovery stage, the advertiser's responsibility is to assist with driving awareness and app discoverability. In other words, how do you ensure customers can find your app amid a sea of millions of apps?
Below is the list of top ways potential customers discover apps:
- App store search
- Word of mouth
- General web browsing
- App store feature
- App store top charts
- In-app ads/cross-promotion
- Social media
Strategies for the exposure and discovery stage can be broken up into organic and paid strategies.
Stage 2: Consideration
The consideration stage is tied in with showing trust signals. For mobile applications, a large part of the consideration stage is done by application rating, surveys, reviews, and social proof on the real application page in the application stores.
We prescribe building trust signs to assist with consideration across all your application marketing channels—your website, social presence, email communication, and so on, be that as it may, the channels you ought to be generally centered around include:
Application Page: Include trust signals, for example, press reviews or quotes from your raving fans on your application page in the application stores. The application stores likewise permit you to incorporate a promotional video that can assist individuals with seeing the experience your application offers before they download.
App ratings and reviews: We need to repeat the significance of application ratings and reviews. Getting your evaluations up to no less than four stars makes your advertising dollars go further, not to mention your brand saves face.
Stage 3: Conversion
Depending on the type of app you have, the definition of conversion varies. Conversion can be the act of downloading your app, signing up for an in-app subscription, making an in-app purchase, setting up an account, or many other points.
We recommend taking a look at your current conversion metrics to identify spots of strength and weakness before putting a plan of new tactics together. Once you have a baseline, we recommend starting with the following:
- Onboarding and product adoption
- Usability and visual design
Stage 4: Customer relationships
The way to create customer relationships is by providing value. Numerous application developers spend a significant amount of time acquiring new customers and forget to build customer relationships with the customers they already have. Actually like actual retailers construct associations with their clients coming up, do likewise inside an application. The way to build client connections is to recognize the proper mobile moments to proactively speak with your clients.
For instance, when you look for a couple of shoes at Nordstrom, the business relates ordinarily will not move toward you until you have a shoe in your hand. They don't besiege you the second you stroll into the store. Maybe, they search for prompts and afterward are prepared to assist you with taking a stab at shoes and completing your buy in an agreeable, positive way.
Think about how this approach to building customer relationships can translate to your mobile app experience by following these tactics.
- Find the right mobile moment
- Personalized messaging
- In-app communication
Stage 5: Retention
Retention is critical, particularly since it’s five times more expensive to replace a customer than to retain one. Our exploration has shown applications that proactively engage with their users are multiple times bound to in any case be users three months after install.
On the off chance that you build associations with your customers, offer them incredible experiences, and respond to their feedback, they are considerably more liable to stay engaged. Application users are probably going to leave feedback when an organization requests it straightforwardly. Also, when an organization responds to client feedback, that client is probably going to be faithful to that organization (or application). Not exclusively will you gain important feedback to make your application better, however, you’ll also make your customers feel a part of the process and in turn, they will be more loyal to your company and your app.
Retention tactics help provide value to encourage mobile customers to stay. Frequent app updates, moments of delight, thank you, and feedback outlets keep your customers coming back to your app.
- Fresh content
- Push notifications
- Loyalty programs
Mobile app marketing is ever-evolving
The mobile app marketing funnel is different from the conventional marketing funnel, however, the skills needed to approach both methodologies are similar. In order to put together an effective plan for both app and desktop experiences, it’s significant for marketers to understand the differences between both funnels to see where they overlap and separate.
We have funnels in multiple pieces of our business – sales, product, marketing, and more. But one of the things that we see consistently is that most funnels are missing a key element. They simply don’t take into account that each number, every data point, represents a real person.
So, when we talk about funnels, we need to remember to incorporate the human element. This is achieved only through creating a constant feedback loop with your customers.
As always, we’re here every step of the way with a library full of resources and a suite of mobile customer feedback solutions designed for data-driven marketing.