Always Going North

Notes on customer acquisition and growth

Using deep linking to boost app growth

Deep-linking is the ability to link in-app content from somewhere outside the app. A deeplink functions like a traditional hyperlink on a webpage. For mobile apps, there are a number of factors that make deep-linking difficult, like platform linking standards, app stores, and multiple device types and versions.

Some benefits of deep-linking:

  • Deep-linking can be used to index app content.
  • It can be used to reduce cost per install (CPI) by advertising content rather than the app itself.
  • It allows app developers and marketers to bring users directly into a very specific location within the app with a dedicated link.
  • It can automatically detect the native experience and redirect users accordingly.
  • Creates a better native search.
  • It drives app conversion and organic growth channels.
  • Creates a better UX.

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6 Most common app monetization models

Before choosing a monetization model for your app, consider the following:

  • Think about what strategy will best suit your app and your user.
  • Understand the value you offer to your users. This will allow you to pinpoint which parts of your app your users will be willing to pay for, or the parts you can use for advertising.
  • Understand user’s behavior and expectations, and user preferences.
  • Specify your business goals as they relate to your app.

You can use more than one monetization model at the same time. For example, you can combine a freemium model with advertising, or advertising and in-app purchases. You can also test different monetization models to see which one works better for your app.

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How to build liquidity in a two-sided market

Two-sided markets are markets with two types of participants, where the benefit for one side depends on the number of participants on the other side of the market. This is also know as cross-side network externalities or cross-side network effects.

A network effect, or network externality, is the effect that one user of a product or service has on the value of that product to other people. It can be positive (more users, more value) or negative (more users decrease value).

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19 Traction channels for startups – Part 2

Email marketing

Email marketing can be used for all stages of the customer life cycle: building familiarity with prospects, acquiring customers, and retaining the customers you already have.

One of email’s strengths is that it is a way to get feedback from your customers. Allow them to reply with their questions or problems.

For finding customers
Traction channels like SEO and content marketing can help you build your email list. Ask for an email address in exchange to access premium content, a free course related to your area of expertise, a whitepaper, or a video.

Consider advertising on email newsletters complementary to your product.

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19 Traction channels for startups — Part 1

Main resource is the book “Traction: How Any Startup Can Achieve Massive Growth” by  Gabriel Weinberg and Justin Mares

Traction is growth. It is a sign that your company is taking off. It is basically quantitative evidence of customer demand.

Traction and product development are equally important.

Startups get traction through nineteen different channels called traction channels: Targeting blogs, publicity, unconventional PR, SEM, SEO, social and display ads, offline ads, content marketing, email marketing, engineering as marketing, viral marketing, business development, sales, affiliate programs, existing platforms, trade shows, offline events, speaking engagements, community building.

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