The Definitive Guide to App Marketing
Posted: Wed Dec 04, 2024 6:51 am
The Definitive Guide to App Marketing
For a long time, SaaS companies relied on Google Ads and Youtube to get MQLs and SQLs. Until thought leaders like Wes Bush and Victor Eduoh made one thing crystal clear. PQLs are the new name of the game. That means it’s time to start marketing , engaging, and acquiring users and prospects who are already in your product. “They’re already in my product, why should I sell them?” you might ask. This brings us back to the well-known customer retention statistic . It costs 5x nepal b2b leads
more to acquire a new customer than to retain one. So, today, let’s talk about it:
What is in-app marketing,
When and where to use in-app marketing,
Why is in-app marketing important?
How you can start using in-app marketing right now,
Some best practices and examples of in-app marketing,
Contents hide
1 What is In-App Marketing?
1.1 Understanding In-App Marketing Messages
2 When to Use In-App Marketing
2.1 Highlight features or updates
2.2 Transactions or promotions
2.3 Any opportunity to obtain additional value
3 Why App Marketing Is Important
3.1 More precise targeting
3.2 Wide range of use cases
4 How to Use In-App Messaging for In-Product Marketing
5 How to Use In-App Messages to Market Your Product in X Steps
5.1 Define your in-app marketing strategy
5.2 Selecting the right tools and resources
6 In-App Marketing Made Easy: User Guide
6.1 Test, improve and test again
7 Top 3 High-Value App Marketing Campaigns Worth Trying
7.1 Get more people to receive push notifications
7.2 Attracting organic installs with social promotions
7.3 Building Loyalty with Engagement Stages
8 App Marketing Best Practices
9 Pitfalls to Avoid
10 In conclusion
10.1 Related publications:
What is In-App Marketing?
In-app marketing refers to any type of promotion, advertising, and marketing that occurs within a platform, mobile app , or digital product. The target audience is the current users of a given product; in-app marketing can be directed at freemium users, loyal users ready to upgrade, users at risk of downgrading or churning, or any other target users, making it very different from marketing initiatives like push notifications or email campaigns that often target non-users. What’s more, because you can combine user data you already have with your in-app marketing initiatives, using this type of targeting gives SaaS companies and service providers an incredible opportunity to deliver highly relevant, personalized messages and meaningfully engage with their user base. Let’s dive in.
Understanding In-App Marketing Messages
Now that we know what in-app messaging is as a marketing tool or concept, let's look at some of the specifics of some of its characteristics.
Types : In- app messages are messages that an app user receives while they are in an active state in your app. In-app messages can be in the form of:
Fullscreen modals,
Hints,
Retractable modals,
Banners and more.
The key is communication between you and your users. For example, this tooltip in the Evernote mobile app is a good example of an in-app message during the onboarding process:
Content: In-app messaging is powerful and can be used to display a wide range of rich content , such as videos and gifs. Here's an example from BeerOrCoffee's user signup flow:
]
You can even create in-app messages with interactive buttons to enhance the user experience . You can create your own buttons or use a ready-made solution that provides this functionality with little to no coding.
Timing: Your users will see in-app messages when you want them to. For example, you can set up a banner , message, or full-page display that appears every time your app is opened. Or you can choose to have a notification pop up on the user’s screen when a major milestone, update , or event occurs . You can also customize when and where — and for how long — these messages appear and to whom. Here’s a cool example from ClickUp : an in-app tooltip that appears as a gif in the upper-right corner of the screen when the user enters the workspace:
For a long time, SaaS companies relied on Google Ads and Youtube to get MQLs and SQLs. Until thought leaders like Wes Bush and Victor Eduoh made one thing crystal clear. PQLs are the new name of the game. That means it’s time to start marketing , engaging, and acquiring users and prospects who are already in your product. “They’re already in my product, why should I sell them?” you might ask. This brings us back to the well-known customer retention statistic . It costs 5x nepal b2b leads
more to acquire a new customer than to retain one. So, today, let’s talk about it:
What is in-app marketing,
When and where to use in-app marketing,
Why is in-app marketing important?
How you can start using in-app marketing right now,
Some best practices and examples of in-app marketing,
Contents hide
1 What is In-App Marketing?
1.1 Understanding In-App Marketing Messages
2 When to Use In-App Marketing
2.1 Highlight features or updates
2.2 Transactions or promotions
2.3 Any opportunity to obtain additional value
3 Why App Marketing Is Important
3.1 More precise targeting
3.2 Wide range of use cases
4 How to Use In-App Messaging for In-Product Marketing
5 How to Use In-App Messages to Market Your Product in X Steps
5.1 Define your in-app marketing strategy
5.2 Selecting the right tools and resources
6 In-App Marketing Made Easy: User Guide
6.1 Test, improve and test again
7 Top 3 High-Value App Marketing Campaigns Worth Trying
7.1 Get more people to receive push notifications
7.2 Attracting organic installs with social promotions
7.3 Building Loyalty with Engagement Stages
8 App Marketing Best Practices
9 Pitfalls to Avoid
10 In conclusion
10.1 Related publications:
What is In-App Marketing?
In-app marketing refers to any type of promotion, advertising, and marketing that occurs within a platform, mobile app , or digital product. The target audience is the current users of a given product; in-app marketing can be directed at freemium users, loyal users ready to upgrade, users at risk of downgrading or churning, or any other target users, making it very different from marketing initiatives like push notifications or email campaigns that often target non-users. What’s more, because you can combine user data you already have with your in-app marketing initiatives, using this type of targeting gives SaaS companies and service providers an incredible opportunity to deliver highly relevant, personalized messages and meaningfully engage with their user base. Let’s dive in.
Understanding In-App Marketing Messages
Now that we know what in-app messaging is as a marketing tool or concept, let's look at some of the specifics of some of its characteristics.
Types : In- app messages are messages that an app user receives while they are in an active state in your app. In-app messages can be in the form of:
Fullscreen modals,
Hints,
Retractable modals,
Banners and more.
The key is communication between you and your users. For example, this tooltip in the Evernote mobile app is a good example of an in-app message during the onboarding process:
Content: In-app messaging is powerful and can be used to display a wide range of rich content , such as videos and gifs. Here's an example from BeerOrCoffee's user signup flow:
]
You can even create in-app messages with interactive buttons to enhance the user experience . You can create your own buttons or use a ready-made solution that provides this functionality with little to no coding.
Timing: Your users will see in-app messages when you want them to. For example, you can set up a banner , message, or full-page display that appears every time your app is opened. Or you can choose to have a notification pop up on the user’s screen when a major milestone, update , or event occurs . You can also customize when and where — and for how long — these messages appear and to whom. Here’s a cool example from ClickUp : an in-app tooltip that appears as a gif in the upper-right corner of the screen when the user enters the workspace: