Performance-based marketing has been around for less than a decade. We’re barely three years into having experience with tools that effectively measure mobile campaign performance.
In such a new industry, it is only natural that pieces are still missing and user data is siloed and broken. As vendors, we are exposed to many user acquisition processes, which allows us to see the cracks very clearly. Some of those cracks:
- In most cases when we launch a new campaign for a client, we get very little information about the user (whom our client clearly knows very well).
- During the campaign, we get a lot of data that the client hardly ever uses.
- As clients experiment with re-engagement or email campaigns for example, those particular vendors start from scratch. Whatever user data they gather tends to reside in their silo.
The good news is that our industry is maturing by presenting new tools that paint a more holistic view of the user’s journey in mobile apps and products. In this post, we’ll break down how marketers can stay in close touch with their users as they move through the five-step mobile funnel.
Learn the 5 touchpoints
First and foremost, marketers need to consider each touchpoint both individually and as a holistic experience. We need to maximize each point along the journey while connecting them cohesively. The following graphic maps the main steps of the user journey; we’ll describe each step and add a brief review of tools and best practices for each.
Step 1 – Go prospecting
Good prospecting requires us to gather everything we already know about our user and process this info into an effective search for new users.
Best practice: Provide your media-buying team with access to your CRM data or export this data using one of the many vendors who offer this service. Your media partners will be able to use this data to create lookalike targeting that hunts for new users who closely resemble your existing customers.
Step 2 – Plan your buying / cover your bases
Make sure you have a coherent plan of how to acquire new users by testing all available acquisition channels.
- Mobile networks
Map the type of users each channel is driving to your service. Use this mapping to set up the right KPIs and creative for every channel.
Step 3 – Push your user down the conversation funnel
Go live with new user acquisition campaigns utilizing your new segments! Your goal is to drive the user effectively down the conversion funnel.
Here’s a hypothetical flow:
Banner ad → app store page → app install → app on-boarding → app usage
- Use dynamic creative to increase banner ad conversion rate by generating the most effective message to each user, in real time.
- Don’t forget ASO. The app store page is a critical stop in the user’s journey towards your app; don’t forget to make sure it’s optimized for maximum conversion.
- Measure the effectiveness of your onboarding process. A clumsy sign-up process might cost you a client you worked to win! Use growth hacking techniques to find the optimal onboarding flow for your product or service.
Step 4 – Implement growth hacking
Growth hacking is a marketing technique that uses creativity, analytical thinking, and social metrics to generate growth. Hackers care more about what needs to get done than how it should get done. As a result, hackers often come up with innovative ways to get things done quickly and effectively.
Growth hacking shifts the weight from marketing to the product team, who is tasked with finding ways to make the products more engaging and keep the users involved.
Step 5 – Remember to re-target
That said, even the best growth hacking in the world can’t keep all users engaged. Don’t give up on those who’ve lapsed! Remember that it usually costs less to bring back a former user than to acquire a new one.
Best practice: Segment lapsed users by the stage they left at, and call them back with the right message. For example: offer the user a special benefit to complete the sign-up process or deliver a unique discount for executing the first purchase, highlight the product the user was interested in, in the past to make her buy again, etc.
Rinse and repeat
If you got to step 5, the user data you have is far more robust than what you had when you started. Don’t forget to processes this info into data that can be used to segment and target the next round of new users – when this round ends, feed your learning in again, and again, and again.