How the Purple DS app funnel can help you to increase your user base immediately (Part III)
Every app needs a start-to-finish marketing funnel for increasing their user base. In this series, we show you possible steps on how the Purple DS app funnel can play a crucial role in your marketing plan and ultimately help you to increase your user base.
The Purple DS app funnel
Part I covers the first step of the marketing funnel, which is raising awareness for your app with the support of the Purple DS Recommendations Engine.
Part II covers the second and third step of the marketing funnel, which are getting the prospect to installand eventually discover the app.
Part III covers the fourth and fifth step of the marketing funnel, which are using individual campaigning within the app as key action and retaining your customers in making them return to your app over and over again.
In the first two parts of this three-part series, we already covered the first three steps of the five step Purple DS app funnel. You already found out how to create awareness using the Purple DS Recommendations Engine, how you get prospects to install your app and why a great user experience leads to high engagement and ultimately an increase in your user base and revenue. Last but not least, we will on the one hand, discuss the fourth step, how you provide custom offers and triggers by using individual campaigns. And on the other hand, go over the fifth step of the funnel, which is how to get customers coming back over and over again using article based publishing among other things.
App Marketing Funnel Step 4: Key-Action
In a day and age where mobile traffic continues to increase, taking advantage of all that mobile has to offer becomes more vital. It means utilizing everything from mobile specific ads to call extensions to call-only ads. If you have a mobile app, it can be a game changer when it comes to how you get users to interact with your products and drawing them to your offers.
Purple DS supports various monetisation methods
The Purple DS Publishing Suite provides various custom offers and triggers. You have the choice to integrate all the different monetization options like entitlement (direct), analytic (indirect) and marketing (lateral) tools you can see above into your app. This way you can easily put your individual monetization strategy into practice.
Use advertising options also for your own purpose
However, we also highly encourage you to make use of the different advertising options within your app for your very own purposes. Besides offering advertising space for other companies and utilizing it as a revenue stream, we think, it’s equally important that you frequently promote your own offers in your app.
Best practice example Rolling Stone
The Rolling Stone magazine, for example, uses the banner ad space within their app to promote yearly subscriptions or free of charge reading samples. Furthermore, you could also consider promoting a 14-day trail including instant access to the current issue in order to convince new customers.
App Marketing Funnel Step 5: Retention
There’s something very important that unfortunately way too many companies tend to forget. Even if this step seems to be at the end of the marketing app funnel, meaning after someone made a purchase, it is actually the beginning of your deep relationship with a customer. Something that, if done right, can help you increase your revenue substantially. It’s called retention or the act of making your customers come back again and again.
Purple DS offers the option to combine newsstand and newsfeed
The most common tools to get your customers to re-visit your app include push notifications, deep links and cross-linking between web and app. Moreover, one of the most efficient options is to combine newsstand and newsfeed and use frequent postings to stay connected to your users. The exact frequency depends on the nature of your app and can vary heavily between 10-30 posts per day or one post per week. As a rule of thumb, just remember that you need to keep your users informed and updated on a regular basis.
Frequent postings in a nutshell:
– Increase brand loyalty
– Monetize your content
– Keep your app users, customers and employs informed
– Use short-form vs. long-form content, e. g. tease your articles
– Post company updates, newsletter, blog articles, special offers etc.
– Simply re-use content from other sources, such as magazines or brochures
Moreover, with Purple DS you can individualize your push notifications – including icons, or different colours of text, so it stands out in the various notifications someone gets on its smartphone (Android only). On top of that, newsstand synchronisation to fetch specific issue data instantly without a full newsstand synchronisation is possible with Purple DS. Which means you can also use the latest articles in the newsfeed via push notification to generate reach and pull users back into your app. An example user case could run as the following: you publish a new issue and send out a push notification. When a user opens the app via the push notification, the newsstand is not yet fully synchronized (new issue is still unknown). At this moment, the app fetches the new issue data instantly from the backend. A full newsstand synchronisation is not necessary in this case. Learn more about how you can activate push notifications in the Purple DS Manager.
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