App Growth Strategy with Mick Rigby

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Mick Rigby, founder and CEO of Yodel Mobile offers guidance on successful strategies to acquire and retain users to grow a sustainable app business.

Source:
App Growth Strategy with Mick Rigby
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
March 29, 2020
Added to the Vault on:
March 31, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

App marketing starts by getting you data stack in place to make sure you understand how people are using the app and also have the right attribution tools in place so you can know where people come from (organic, which UA channel, etc.) 

05:10
💎 #
2

App marketing is not about feeding the top of the funnel. You need to keep people within the app.  

05:45
💎 #
3

You have a huge number of individuals that form a wide range of cohort groups so you need to have segment by country/language but also demos and user behavior. 

08:55
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💎 #
1

App marketing starts by getting you data stack in place to make sure you understand how people are using the app and also have the right attribution tools in place so you can know where people come from (organic, which UA channel, etc.) 

05:10
💎 #
2

App marketing is not about feeding the top of the funnel. You need to keep people within the app.  

05:45
💎 #
3

You have a huge number of individuals that form a wide range of cohort groups so you need to have segment by country/language but also demos and user behavior. 

08:55
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💎 #
1

App marketing starts by getting you data stack in place to make sure you understand how people are using the app and also have the right attribution tools in place so you can know where people come from (organic, which UA channel, etc.) 

05:10
💎 #
2

App marketing is not about feeding the top of the funnel. You need to keep people within the app.  

05:45
💎 #
3

You have a huge number of individuals that form a wide range of cohort groups so you need to have segment by country/language but also demos and user behavior. 

08:55
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Best app growth strategy

Key things:

  • Researching the idea - App owners are more entrepreneurial but do not necessarily research if that's what people want. Asking people (not friends and family) through research groups and online surveys. Then getting people to use the app through Testflight to get feedback.
  • Need to balance a good product with using all the tools available via the app marketing toolbox.


What to begin with when it comes to app marketing

#1 [💎@05:10] Getting you data stack in place to make sure you understand how people are using the app and also have the right attribution tools in place so you can know where people come from (organic, which UA channel, etc.)

#2 [💎@05:45] Understand that app marketing is not about feeding the top of the funnel. You need to keep people within the app.

  1. Start from UA (paid and organic - polished app store listing)
  2. Create a strong onboarding process that educates but also captures the information you need (location, push notifications)
  3. Build your CRM to build cohort groups of users to use push or email based on users' behaviors


Make sure that within that funnel of optimization people have a good experience with the app that leads to a positive review.


Positive reviews help you convince people to download the app but also rank better.


Splitting CRM on a country basis

There is no average user.


[💎@08:55] You have a huge number of individuals that form a wide range of cohort groups so you need to have segment by country/language but also demos and user behavior.


Approaching app marketing from a data point perspective

Most important KPI: getting an ongoing engaged user or a user paying on a regular basis. This is your north star metric, your overall objective.


To get there, other KPIs:

  • Cost of download
  • Cost of registration
  • Cost of purchase


Retention

One of the most important things.


If you can’t retain users, you don’t actually have an app business


Main retention KPI could be 3 month retention, daily visit, etc. depending on your app.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Best app growth strategy

Key things:

  • Researching the idea - App owners are more entrepreneurial but do not necessarily research if that's what people want. Asking people (not friends and family) through research groups and online surveys. Then getting people to use the app through Testflight to get feedback.
  • Need to balance a good product with using all the tools available via the app marketing toolbox.


What to begin with when it comes to app marketing

#1 [💎@05:10] Getting you data stack in place to make sure you understand how people are using the app and also have the right attribution tools in place so you can know where people come from (organic, which UA channel, etc.)

#2 [💎@05:45] Understand that app marketing is not about feeding the top of the funnel. You need to keep people within the app.

  1. Start from UA (paid and organic - polished app store listing)
  2. Create a strong onboarding process that educates but also captures the information you need (location, push notifications)
  3. Build your CRM to build cohort groups of users to use push or email based on users' behaviors


Make sure that within that funnel of optimization people have a good experience with the app that leads to a positive review.


Positive reviews help you convince people to download the app but also rank better.


Splitting CRM on a country basis

There is no average user.


[💎@08:55] You have a huge number of individuals that form a wide range of cohort groups so you need to have segment by country/language but also demos and user behavior.


Approaching app marketing from a data point perspective

Most important KPI: getting an ongoing engaged user or a user paying on a regular basis. This is your north star metric, your overall objective.


To get there, other KPIs:

  • Cost of download
  • Cost of registration
  • Cost of purchase


Retention

One of the most important things.


If you can’t retain users, you don’t actually have an app business


Main retention KPI could be 3 month retention, daily visit, etc. depending on your app.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Best app growth strategy

Key things:

  • Researching the idea - App owners are more entrepreneurial but do not necessarily research if that's what people want. Asking people (not friends and family) through research groups and online surveys. Then getting people to use the app through Testflight to get feedback.
  • Need to balance a good product with using all the tools available via the app marketing toolbox.


What to begin with when it comes to app marketing

#1 [💎@05:10] Getting you data stack in place to make sure you understand how people are using the app and also have the right attribution tools in place so you can know where people come from (organic, which UA channel, etc.)

#2 [💎@05:45] Understand that app marketing is not about feeding the top of the funnel. You need to keep people within the app.

  1. Start from UA (paid and organic - polished app store listing)
  2. Create a strong onboarding process that educates but also captures the information you need (location, push notifications)
  3. Build your CRM to build cohort groups of users to use push or email based on users' behaviors


Make sure that within that funnel of optimization people have a good experience with the app that leads to a positive review.


Positive reviews help you convince people to download the app but also rank better.


Splitting CRM on a country basis

There is no average user.


[💎@08:55] You have a huge number of individuals that form a wide range of cohort groups so you need to have segment by country/language but also demos and user behavior.


Approaching app marketing from a data point perspective

Most important KPI: getting an ongoing engaged user or a user paying on a regular basis. This is your north star metric, your overall objective.


To get there, other KPIs:

  • Cost of download
  • Cost of registration
  • Cost of purchase


Retention

One of the most important things.


If you can’t retain users, you don’t actually have an app business


Main retention KPI could be 3 month retention, daily visit, etc. depending on your app.