Mobile App Promotion: Top 8 Ways to Acquire Users

7 September 2023

by Tomasz Starzyński

Mobile App Promotion: Top 8 Ways to Acquire Users

Before we delve into the different ways to acquire users, it’s essential to understand the significance of user acquisition in mobile app promotion. User acquisition refers to the process of attracting new users to your app and convincing them to download and use it.

Without a robust user acquisition strategy, your app might go unnoticed in the vast pool of mobile apps. Acquiring users is not just about numbers; it’s about building a user base of engaged and loyal users who will help promote your app through word-of-mouth and positive reviews.

When it comes to user acquisition, it’s important to consider the various stages of the user journey. From awareness to consideration and finally conversion, each stage requires a different approach to effectively attract and retain users.

One way to increase awareness is through targeted advertising campaigns. By identifying your app’s target audience and leveraging platforms such as social media, search engines, and app stores, you can reach potential users who are more likely to be interested in your app.

Once users become aware of your app, it’s crucial to provide them with compelling reasons to consider downloading and using it. This can be achieved through effective app store optimization, where you optimize your app’s description, keywords, and visuals to make it more appealing and discoverable.

Furthermore, user acquisition is not a one-time effort. It requires continuous monitoring and optimization to ensure that your app stays relevant and competitive in the ever-evolving app market. Regularly analyzing user data, conducting A/B testing, and implementing user feedback are essential steps in refining your user acquisition strategy.

Defining User Acquisition in Mobile App Promotion

User acquisition is a broad term that encompasses various marketing techniques aimed at attracting new users to your app. It involves implementing strategies to increase app visibility, generate downloads, and encourage user engagement.

According to a report by Sensor Tower, more than 204 billion mobile app downloads were recorded in 2019 alone. With such a massive number of potential users, it’s crucial to have a well-defined user acquisition plan to grab a share of this growing market.

When it comes to user acquisition, it’s important to consider the different channels and platforms available. From organic search traffic to paid advertising, influencer partnerships to app store optimization, each channel presents unique opportunities to reach and engage with users.

Moreover, user acquisition is not limited to just acquiring new users; it also involves re-engaging existing users. By implementing strategies such as push notifications, personalized recommendations, and loyalty programs, you can encourage users to come back to your app and continue using it.

Ultimately, user acquisition is about creating a positive user experience that not only attracts users but also keeps them engaged and loyal to your app.

The Role of User Acquisition in App Success

User acquisition plays a pivotal role in determining the success of your app. It is the driving force behind increasing app downloads, improving user engagement, and ultimately generating revenue.

Research by Statista reveals that the number of smartphone users worldwide is projected to reach 3.8 billion by 2021. This staggering figure presents a tremendous opportunity for app developers, but without a solid user acquisition strategy, your app risks getting lost among the vast sea of apps.

With the right user acquisition techniques, you can not only attract users to your app but also retain them, leading to higher user lifetime value and increased monetization potential.

One effective way to improve user acquisition is through referral programs. By incentivizing existing users to refer your app to their friends and family, you can tap into their networks and acquire new users who are more likely to trust and engage with your app.

Additionally, leveraging social proof can significantly impact user acquisition. Positive reviews, ratings, and testimonials from satisfied users can build trust and credibility, making potential users more inclined to download and try your app.

Furthermore, user acquisition is closely tied to user retention. By continuously improving your app’s user experience, addressing user feedback, and providing regular updates and new features, you can increase user satisfaction and reduce churn.

In conclusion, user acquisition is a critical aspect of mobile app promotion. It involves implementing various strategies and techniques to attract new users, retain existing ones, and ultimately drive app success. By understanding the importance of user acquisition and continuously refining your approach, you can position your app for growth and maximize its potential in the competitive app market.

Developing a Strong App Promotion Strategy

Now that we understand the importance of user acquisition, let’s explore the key elements of an effective app promotion strategy that will help you acquire users and drive your app’s success.

Key Elements of an Effective App Promotion Strategy

1. Define Your Target Audience: Before starting your user acquisition efforts, it’s crucial to identify your target audience and understand their needs, preferences, and behaviors. This will enable you to tailor your app promotion strategy to reach the right people.

Understanding your target audience is the foundation of a successful app promotion strategy. Conduct thorough market research to gain insights into their demographics, interests, and pain points. By understanding their needs and preferences, you can create a compelling value proposition that resonates with them.

2. Create Compelling App Store Assets: The app store is a critical touchpoint for potential users. Optimize your app store listing with high-quality screenshots, engaging app descriptions, and positive reviews. This will enhance your app’s visibility and drive downloads.

When creating app store assets, put yourself in the shoes of your potential users. Use visually appealing screenshots that showcase the key features and benefits of your app. Craft a compelling app description that highlights its unique selling points and addresses the pain points of your target audience. Additionally, encourage satisfied users to leave positive reviews to build social proof and increase credibility.

3. Utilize App Store Optimization (ASO): Implement ASO techniques to improve your app’s visibility in app store search results. Focus on optimizing your app’s title, keywords, and descriptions to increase discoverability.

ASO is an ongoing process that requires continuous optimization. Conduct keyword research to identify relevant and high-volume search terms that your target audience is using. Incorporate these keywords strategically in your app’s title, description, and metadata. Regularly monitor and analyze the performance of your app store assets to make data-driven optimizations.

Tailoring Your Strategy to Your Target Audience

When it comes to user acquisition, a one-size-fits-all approach does not work. To effectively acquire users, you need to tailor your app promotion strategy to your specific target audience.

1. Social Media Platforms: Leverage the power of social media to reach out to your target audience. Identify the platforms where your potential users are most active and engage with them through compelling content, contests, and promotions.

Each social media platform has its own unique characteristics and user demographics. Research which platforms your target audience is most active on and develop a social media strategy that aligns with their preferences. Create engaging content that provides value, encourages interaction, and showcases the benefits of your app. Consider running contests or promotions to incentivize user engagement and attract new users.

2. Influencer Marketing: Collaborate with influential personalities in your app’s niche to promote your app to their followers. Influencer marketing can significantly increase app visibility and user acquisition.

Influencers have built a loyal following and have established credibility within their niche. Identify influencers who align with your target audience and partner with them to promote your app. This can be through sponsored content, reviews, or endorsements. By leveraging the influence of these individuals, you can tap into their audience and generate awareness and interest in your app.

3. App Store Optimization (ASO): As mentioned earlier, ASO is vital for app discoverability. Focus on the keywords and phrases your target audience is likely to use when searching for apps like yours.

Continuously monitor and analyze the performance of your app’s keywords. Keep track of changes in search trends and adjust your keyword strategy accordingly. By staying up-to-date with the language and terminology used by your target audience, you can optimize your app’s visibility in app store search results and attract more relevant users.

The Top 8 Ways to Acquire Users

1. Utilizing Social Media Platforms

Social media platforms are not only excellent channels for staying connected with friends and family, but they also provide an excellent opportunity for app promotion. With billions of active users across platforms like Facebook, Instagram, and Twitter, social media can be a goldmine for acquiring users.

Research conducted by Statista states that approximately 3.6 billion people are active on social media worldwide. By strategically leveraging these platforms, you can reach your target audience, spark their interest in your app, and drive them towards downloading and using it.

2. Leveraging Influencer Marketing

Influencer marketing has become a popular way to promote apps. By collaborating with influential individuals who have a strong following in your app’s niche, you can tap into their audience and generate buzz around your app.

A study by Mediakix revealed that 80% of marketers found influencer marketing to be effective in creating brand awareness. By partnering with influencers who align with your app’s target audience, you can leverage their credibility and reach to acquire users and build brand credibility for your app.

3. Optimizing for App Store Search

When users are looking for apps, they often turn to app stores for recommendations. Optimizing your app listing for app store search can significantly increase your app’s visibility and attract organic users.

Research by Tune showed that 23% of organic app installs came from app store searches. By optimizing your app’s title, description, and keywords with relevant terms, you can ensure that your app ranks higher in search results and catches the attention of potential users.

4. Implementing Referral Programs

Referral programs are an effective way to acquire new users while leveraging the trust and influence of your existing user base. By incentivizing users to refer your app to their friends and family, you can generate a steady stream of new users.

A study by Mention Me found that businesses that implemented referral programs experienced an average of 10-30% increase in customer acquisition. By offering incentives such as discounts, exclusive content, or in-app rewards, you can motivate your users to become brand advocates and drive user acquisition.

5. Engaging Users with Push Notifications

Push notifications are a powerful tool for engaging users and bringing them back to your app. By sending personalized and relevant messages to your users, you can keep them informed about new features, updates, and special promotions.

A study by Localytics found that personalized push notifications had a click-through rate of 10.4%, compared to 5.9% for generic messages. By providing value and relevance through push notifications, you can enhance user engagement and increase user retention.

6. Offering Incentives for User Reviews

User reviews play a crucial role in the decision-making process of potential users. Positive reviews can build trust and credibility for your app, making it more likely for users to give it a try.

A study by Apptentive found that 90% of consumers read at least one review before downloading an app. By incentivizing your users to leave reviews, such as offering in-app rewards or exclusive content, you can encourage positive reviews and attract new users.

7. Running Paid Ad Campaigns

While organic user acquisition is essential, running paid ad campaigns can provide an extra boost in acquiring users for your app. Platforms like Google Ads and Facebook Ads offer efficient targeting options to reach your desired audience.

Research by eMarketer reveals that mobile ad spending is projected to reach $160 billion by 2023. By investing in targeted ad campaigns, you can increase your app’s visibility, drive downloads, and acquire users who might not have discovered your app organically.

8. Collaborating with Other Apps

Partnering with other apps in your niche can be mutually beneficial in terms of user acquisition. Cross-promotion allows you to tap into each other’s user base and expose your app to potential users who are interested in similar apps.

By collaborating with apps that complement yours or provide value to your target audience, you can acquire users who are more likely to be interested in your app.

Measuring the Success of Your User Acquisition Efforts

Once you have implemented your user acquisition strategies, it’s crucial to measure their effectiveness and make data-driven decisions to refine your approach. Monitoring key metrics can help you understand how well your user acquisition efforts are performing.

Key Metrics for Tracking User Acquisition

1. Cost per Install (CPI): This metric helps you understand how much it costs to acquire each new user. By tracking CPI, you can evaluate the efficiency of your marketing and advertising campaigns.

2. Retention Rate: Retention rate measures the percentage of users who continue to use your app over time. A high retention rate indicates that your user acquisition strategies attract users who find value in your app.

3. Conversion Rate: Conversion rate measures how well your app converts potential users into actual users. Monitoring this metric helps you identify any bottlenecks in your user acquisition funnel.

Adjusting Your Strategy Based on Data

Regularly analyzing the data and metrics related to your user acquisition efforts is crucial in refining and optimizing your strategy. Use the insights gained from data analysis to fine-tune your app promotion techniques, identify areas for improvement, and adapt to changes in user behavior.

Future Trends in Mobile App User Acquisition

Emerging Techniques in App Promotion

The mobile app market is continually evolving, and new user acquisition techniques are emerging. Staying ahead of these trends can give you a competitive edge and help you acquire users more effectively.

1. Video App Previews: With video content becoming increasingly popular, app previews allow users to get a real feel for your app before downloading. By creating engaging and informative app preview videos, you can capture the attention of potential users and compel them to install your app.

2. App Store Optimization Tools: As the app market becomes more saturated, the demand for effective ASO tools has risen. These tools help app developers analyze their app’s performance, optimize app store assets, and track relevant keywords to improve visibility and user acquisition.

Preparing for Changes in User Acquisition Strategies

The world of mobile app promotion is ever-evolving, and user acquisition strategies need to adapt accordingly. As technology advances and user behavior changes, staying up-to-date with market trends and consumer preferences will be key to acquiring users effectively.

With the rapid growth of emerging technologies like artificial intelligence and augmented reality, there will be exciting new avenues for user acquisition. Keeping a close eye on these developments and actively experimenting with new strategies will help you stay at the forefront of user acquisition in the mobile app industry.

In conclusion, acquiring users for your mobile app requires a comprehensive and well-crafted strategy. By understanding the importance of user acquisition, developing a strong app promotion strategy, and leveraging the top 8 ways to acquire users, you can increase your app’s visibility, attract the right audience, and drive the success of your app in the competitive mobile app market.

Remember, user acquisition is an ongoing process that requires constant evaluation and adjustment. By staying informed about industry trends, embracing new techniques, and leveraging data insights, you can continuously refine your user acquisition strategy and stay ahead in the ever-evolving landscape of mobile app promotion.