Always Going North

Notes on customer acquisition, growth, and app marketing

Tag: customer acquisition (Page 2 of 3)

Lessons from the App Promotion Summit NYC 2017. Part II

Lessons from Starwood Hotels & Resorts

Growing the SPG app in 100 countries

Tip 1. Meet users on their preferred platform

China is an important market for the SPG app. Over 20% of their bookings and revenues come from the Chinese market. One of the platforms they considered from the beginning was WeChat since it has 750 million monthly active users in China alone.

They built out and highlighted features that they knew were really important for that audience and that target market. For example, they know their food and beverage loyalty program is super popular in China, and they have seen great engagement with this feature on the WeChat platform.

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Lessons from the App Promotion Summit NYC 2017. Part I

Lessons from Jet.com

How to track, measure and analyze

Before launching a new app or a new marketing campaign, it is important to have all the right tracking in place to measure performance.

Start by figuring out how all your tools will work together since the mobile industry is actually quite fragmented. There are a lot of tools that work only for mobile app but don’t work across platforms (app and web). You can end up with fragmented data.  Think about your data infrastructure.

Make it easy for your team to access the data they need when they need it. Define clearly the metrics that matter most to your business. It must be easy to pull metrics and insights to evaluate performance. The metrics should be actionable.

Before starting with pay per install campaigns, take advantage of the free stuff. Some organic channels to consider:

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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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19 Traction channels for startups. Part II

“Traction: How Any Startup Can Achieve Massive Growth”

Email marketing

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

One of the 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 I

“Traction: How Any Startup Can Achieve Massive Growth”

Autors 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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