We previously wrote a post on how you can leverage the mobile growth stack, to ensure your app grows sustainably in a competitive market. But this year, Andy Carvell is back with a new mobile growth stack that is going to guarantee you success in 2017 and we’re here to share how you can make the most of it.
How does the mobile growth stack work?
The mobile growth stack basically works around four pillars: acquisition, engagement/ retention, monetization, insights and analytics, and tech.
Indie developers can use this growth stack as a floor plan to achieve their long term and short term goals – based on product maturity.
Each element of the growth stack represents an activity that an app developer or marketer, could include in their mobile growth strategy. Each of the activities added, might or might not be applicable to the app – the idea is to not check everything off the growth stack; but to use a mix of activities that will highlight the core strengths of your app.
Now we know how focused you are on your app’s growth, so let’s go over the segments of the mobile growth stack that you can implement in matter of hours with GetSocial:
- Analytics and Insights
1. Content Marketing
Contrary to popular belief, content marketing IS meant for apps as well. Marketers can use different content formats like blog posts, social media posts, news, infographics, tips and tricks, videos, answering community concerns and more to get their apps discovered by more users and drive downloads.
But making your content marketing efforts measurable, is the hack to success here. GetSocial Smart Links can be used to track how each of the content pieces are driving downloads, user engagement or contributing to appstore redirections.
2. Performance Marketing
Running marketing and advertising campaigns that are targeted at achieving one goal or one action from a user, can lead to more conversions. Create milestones for your app growth, define the user actions required to achieve those and then strategize your campaigns.
The tactic is easy to track, involves lesser risk and is highly ROI focused. For more tips on running performance marketing campaigns, check out this post by Nir Elharar on how you can get started with it for better results.
GetSocial provides mobile apps with actionable insights from their acquisition funnel to engagement and retention, helping developers recognize market opportunities, understand app’s viral cycle time, determine drop offs, success of referral campaigns, viral coefficient and more.
3. Influencer Marketing
Influencer marketing has been deemed as the future of marketing and apps are starting to tap into it’s power. Developers and marketers are now reaching out to micro-influencers on social media to get promoted in their circles, and highlight their features. People trust people, and that’s what the new user acquisition tactic makes use of.
But 32% of marketers have identified keeping track of influencer activities, a challenge.
GetSocial Smart Links can be used for tracking the performance of their influencer marketing campaigns. This helps marketers measure which of their power players or (micro) influencers are making an impact on their growth and optimize their campaigns accordingly. Here’s how they work:
4. Cross Sell
Another growth hack that apps can use, is cross selling on websites, another app or an app that you launched before, having a similar audience to the one you’re targeting now. These are like cross selling ads that help you boost your app’s discovery and since the recommendation comes from the app they’re making use of already, the trust quotient is higher.
But again, make sure all your cross sell campaigns are trackable and measurable. Invest only on channels that are driving quality users to your app.
According to Nielsen, 92% of users trust recommendations from their friends and family. With word of mouth becoming one of the most important channels for user acquisition, it is becoming essential to build viral loops in the app.
GetSocial Smart Invites makes it easier for your users to invite their friends to the app using a social media channel they prefer (Facebook, Twitter, and more), email or popular chat apps like WhatsApp and Hike. It makes sending referrals a matter of seconds and can be customized to create a personalized experience for the users at both ends.
Now each of the channels here displays different dynamics for a referral campaign in terms of the users reached, the conversion rates, average cycle time to acquire a new user and more. The two key variables that app marketers need to pay attention to are:
- K-factor: Average number of users each invite or share from the app reaches x The conversion rate
- Cycle Time: Average time taken to close the loop and acquire a new user via referrals
Tip: Focusing on shortening the cycle time will boost the growth trajectory and drive in more users, since virality compounds over time.
Here’s how Ubisoft has implemented the viral loop with GetSocial:
Pro Tip: Most apps are still focusing on using Facebook and Twitter as their source of organic traffic. But that’s where successful apps like those from Ubisoft differ. They make use of native integrations of GetSocial with messaging platforms like Facebook Messenger, WeChat, WhatsApp, Line, Kik, KakaoTalk and more – reaching out to billions of users.
ENGAGEMENT & RETENTION
If a new user doesn’t understand the key features of your app, how do you imagine them to remain engaged with it? That’s where personalized onboarding comes in. No matter what your app does or what your game is all about, make sure you introduce all the features and give a quick walk through to the user while asking them for data that will help you further enhance their in-app journey.
Tip: Using contextual deeplinking by GetSocial, you can ensure that each of your users are greeted by a custom and highly personalized onboarding.
2. Activity Notifications
Smartphone users download apps to be able to remain up-to-date with what they’re interested in. This includes being notified of ongoing in-app purchase promotions, activity of friends on the app, score board, invites and more. Activity notifications using push messages is a proven way of ensuring engaged users and encouraging more app sessions.
Social notifications are proven to be more effective than app-based notifications at keeping the users engaged. GetSocial’s activity feeds and social graph send notifications to users when:
- They are connected with their friends (e.g. when they are auto connected with their friends after they accept their invite).
- Someone likes or comments on their activity.
With the rising competition in app stores, a community has become the driving force of an app. It helps keep the users engaged and even get conversions on in-app purchases, for higher monetization. According to a survey by Facebook, users are 2.7X more likely to stay in-game for sense of community and belonging, and 2.9X more likely to pay to beat their friends at a level.
GetSocial enables you to bring your community from social media to in-app with smart tools like the Activity Feed. You can use this platform to keep your users engaged with personalized content, updates from friends, tips from developers and more – basically, it gives you a chance to hook their interests at the right time!
4. Deep Linking
Deep links let app developers onboard their new users and drive engagement effectively. It let’s them take the user to the right content screen in an app, track referrals, identify in-app campaign conversions and more. From onboarding to in-app monetization, deep linking is a must for app growth.
GetSocial provides smart and contextual deep linking to ensure a personalized user experience in the app – even those who are referred to it. Contextual deeplinking is similar to deeplinking, only with an added functionality – storing information about sending/ receiving user data, invite channel and unlimited custom data.
This allows you to push metadata through the app stores right into the app to create a custom onboarding experience for your users. Here’s how it typically works:
To know more about GetSocial deeplinking and how your app can use it, read here.
ANALYTICS & INSIGHTS
To enable you to understand your users and track performance of in-app campaigns, GetSocial SDK and API track the following events automatically – giving you actionable insights to optimize your app for further growth.
1. Session events
Right from the point the GetSocial SDK is initiated, track whenever an app session starts and keep count of the content sessions whenever any of the GetSocial UI is shown to the user.
2. Invite events
Referral campaigns play an important role in app growth. Keep track of when the user initiates the invite process, when an invite is successfully sent, which channel (social media or chat app) was used to send the invite and cancelled invites.
GetSocial also helps you track when the user receiving the invite, clicks on the URL, when the referred user successfully installs the app and when a user opens the app via the invite (via App Stores in case of an install or via deeplinks in case app was already installed).
3. Activity feed events
Improve your in-app user experience by keeping a tab on how your users are interacting with different features. GetSocial helps you keep track of when a user posts an activity on the feed, the comments he is posting on other updates, the push notifications received and sent due to activity on the feed and interaction with other users, and the clicks on the push notification.
Tip: See how PocApp Studios improved their user engagement and retention by 10% using GetSocial, here.
To know more about GetSocial Analytics and Insights, read here.
IMPLEMENTING THE GROWTH STACK
With the app market booming, there is no way developers or app marketers can miss out on an opportunity to convert and engage their users.
The mobile growth stack 2017 looks into using modern technology to enable personalized user experiences, timely engagement and optimized marketing efforts at all the stages of the user’s lifecycle.
With GetSocial, you can implement a major chunk of the mobile growth stack in just a few minutes and get set to grow your app with a competitive edge in the market.
Check out our Mobile Growth e-book where we discuss what you need to consider when implementing some critical aspects of the mobile growth stack for your app.