The world of mobile apps is big. There are tens of thousands of apps competing for attention in app stores. But only half the battle has been accomplished if you create an excellent app. To truly win, you need to master mobile app lifecycle marketing, a strategy that makes your app both appealing for users and keeps them on board in loyalty over time.
If you’re wondering how to guide users through their entire app experience, from discovery to ongoing engagement and the future, this blog will give you everything you need to know. You’ll study the main stages of the mobile app lifecycle, marketing strategies for each stage, and real-life examples to inspire your effort.
What’s Mobile App Lifecycle Marketing?
Mobile app lifecycle marketing means engaging users throughout their entire experience with your app. Rather than simply concentrating on user acquisition, this strategy approaches things in a more holistic way: how to relate to and make loyal users out of your users at each stage of their life cycle.
It’s like a marriage. Acquisition is meeting your users for the first time, activation is starting the conversation, retention means making a connection and so on. By looking at the entire lifecycle, you ensure that your app provides ongoing value.
The mobile app lifecycle can be divided into the following stages:
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Acquisition
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Activation
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Engagement
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Retention
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Monetization
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Advocacy
In this series, we’ll examine each stage and the marketing strategies that can drive your app’s success.
Stage 1: Acquisition – Attracting Users to Try Your App
This is your opportunity to make an excellent early impression. The acquisition stage is about persuading users to download and install your app. Here’s how to do it:
Invest in App Store Optimization (ASO)
App Store optimization is essential to making your app discover entity. Increase your app name, description, key words, and so on to be higher in searches. For instance, a fitness app might use keywords like “workout planner” or “home fitness tracker.”
Conduct Targeted Advertising
Social platforms such as Facebook, Google Ads and TikTok all have strong targeting tools that help you to hit your ideal audience. Use filters such as geographic location, age, interests and device type to show ads to the most qualified users.
Incorporate Influencer Marketing
Work with influencers who represent your target audience. They may be as a YouTuber who reviews your app or an Instagram story demonstration, the important thing is that they earn users’ trust and drive downloads.
Example:
A language learning app like Duo Lingo would run a series of funny advertisements, like “Learn a language in minutes,” with app features able to attract international users.
Stage 2: Activation – Ensuring a Strong First-Time Experience
Your objective once users have installed your app is to activate them by ensuring the first experience they have is smooth. It’s about turning information into action.
Easy Onboarding
Make onboarding effortless for the user. Use pictures or videos to describe the core tasks which the user needs to complete. For example, Spotify’s onboarding process is about creating playlists and finding songs.
Put Key Features on Display
Users should be shown the value of the app immediately. In the first session, bring out the core features and advantages of your product. For example, a financial management app might showcase its budgeting functions and account integration options.
Incentivize
Think about giving rebates, free tests or rewards to people for completing certain tasks. For example, many gaming apps is giving free in-game currency for first time users to keep them engaged.
Stage 3: Engagement – Attracting and Keeping Customers
Acquiring active users is one thing, but keeping their attention is another whole separate game. The engagement stage focuses on creating regular interactions with your app and making sure users do not forget about it is essential.
Use Push Notifications Rarely
Push notifications prompt users to return to your app, but can also be overbearing. Personalize the information by reminding users of unfinished tasks, new features, or special promotions. Keep them relevant and time-bound to avoid pushy behavior.
Foster Gamification
You can add game elements such as tasks, badges, and leaderboards into your app. These beautiful finishing touches make the entire experience enjoyable and invite repeat use. Apps like Fitbit are good in motivating users with step challenges and achievements won’t let you down.
Consistently Roll Out Updates
Send regular app updates out to introduce new functions and fix bugs. Announce each update with an email or in-app notification. This shows users you are always getting better for their sakes.
Example:
A meditation app might nudge users gently, “Take 5 minutes today to meditate” in the morning or pay streak-to-calm winners.
Stage 4: Retention – Cultivating Long-Term Loyalty
Retaining customers is often much more cost-effective than attracting new ones. The retention stage is directed at improving retention metrics as well as building up a kind of long-term loyalty between you and your users.
Make Personalized Experiences
Personalization makes all the difference. Use user data to tailor their experience. For example, a streaming app such as Netflix finds shows based upon viewing habits to keep users engaged.
Use Email Campaigns
Sending your inactive users emails can re-engage or keep loyal customers up to date. Offer help or advice, give the latest information from what you’ve been doing since they made their last purchase—to make them feel that their download was not an empty thing.
Contribute Good Customer Service to Satisfy User Needs
Make sure you have in-app customer support that is really good. With chatbots and FAQ sections at hand to repair problems in real time, the chances are greatly reduced that the user will drop out.
Example:
An e-commerce app like Amazon might send a personalized reminder email like, “Still thinking about that trendy watch? It’s back in stock!”
Stage 5: Monetization – Turning Interactions into Cash
The monetization phase aims to turn engagement into actual money. This could involve users making in-app purchases, or perhaps even subscribing to a premium service.
Implement Layered Pricing
Any that bothers different users: Free, Pro, and VIP levels can be tailored to serve any type of customer. For example, a photo processing app could offer basic function for free and make users pay for the Pro filters.
Emphasize Value-Based Pricing
The pricing model should correspond to the value delivered. Focus on the benefits of upgrading, such as getting rid of the ads or using premium tools.
Offer Limited-Time Discounts
Encourage consumers with time-sensitive discount offers. For instance, a games app might be doing a “50% off in-app purchases during the next 24 hours” promotion.
Stage 6: Advocacy – Turning Users into Brand Promoters
In this final stage, the challenge is to convert satisfied users into advocates of your application. Recommendations from friends and glowing reviews can give your application credibility quite a boost.
Start a Referral Program
Encourage your users to refer their friends in return for an award. For instance, PayPal offered cash bonuses including “Get $10 when your friend opens a new account.”
Ask For Reviews
Give users a gentle reminder to evaluate your software at the App Store or Google Play Store. Good reviews help with credibility and ranks.
Establish a Community
Create a loyal user community through social media and web forums. Offer exclusive tips, content, or invited events to maintain user involvement with your brand.
Example:
The firm’s community blog spills out success stories, the users then naturally recommend it to their peer group.
Build Your Marketing Strategy for the Future
Mobile app lifecycle marketing requires ongoing effort and adaptation. Pay attention to each stage in the life cycle, refine your strategies using data analytics and user feedback.
Tailor your campaigns for different groups of people, make sure that the information they receive is of interest and relevance to them too. Make things easy on your customers so they don’t have to think too much about what they want or how they can find it.
Remember: it’s not just about getting people to download your app. You want them looking forward eagerly, coming back time and again, even telling their friends how good your app was to use.
Need help growing your app in any of its life-stages? Contact our expert team today and let us show you how we can help.
