How the Purple App Funnel can help you expand your user base (Part III)

Every app needs a marketing funnel. In other words, a complete strategy to help you grow your app's user base. In this series, we will show you in detail how the Purple App Funnel can play a crucial role in your marketing plan and ultimately help you increase your user base.

The Purple App Funnel

Part I covers the first step of the marketing funnel and deals with how, with the help of the Purple Recommendations Engine, you can Awareness increase for your app.

Part II covers the second and third steps of the marketing funnel, i.e. how to get prospects to use your app install and finally your content to discover.

Part III comprises the fourth and fifth steps of the marketing funnel. On the one hand, it's about how they use individual campaigns within the app as Key Actions use. And on the other hand, about how you get your customers to return to your app again and again (Retention).

Part III:

In the first two parts of this three-part series, we've already covered the first three steps of the five-stage Purple App Funnel. You've already figured out how to generate awareness with the Purple Recommendations Engine. How to 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 focus on the fourth step. Namely, how to create tailor-made offers and triggers through individual campaigns. And on the other hand, in the fifth step of the funnel, on how you get your customers to constantly return to your app using article-based publishing, among other things.

App Marketing Funnel Step 4: Key Action

At a time when the flood of mobile information continues to increase, it is becoming increasingly important to use everything a mobile phone has to offer. It means using everything from mobile-specific advertising to call extensions to call-only ads. In this regard, your app can make the difference when it comes to getting your users to interact with your products and become aware of your offers.

Purple supports various monetization methods

Purple Publishing Suite offers various custom offerings and triggers. You can choose to integrate the various monetization options, such as entitlement (direct), analytics (indirect), and marketing (lateral), into your app. This allows you to easily implement your individual monetization strategy.

Use advertising opportunities for your own purposes

However, we also recommend that you explore the various advertising options within your app to use for your own purposes. In addition to offering advertising space for other companies and using it as a source of income, from our point of view, it is just as important that you frequently promote your own offers in your app.

Rolling Stone best practice example

Rolling Stone magazine, for example, regularly uses the banner ad space within its own app to promote annual subscriptions or free readings. In addition, you can also consider offering a 14-day trial with instant access to the current issue to entice new customers.

App Marketing Funnel Step 5: Retention

There is something very important that far too many companies unfortunately forget. It's at the end of the marketing app funnel, i.e. after someone has made a purchase, but it's actually just the beginning. Because at this point, you have the opportunity to build a deeper relationship with your customers. And you should use them. When done right, this step alone can significantly increase your sales. The last step of the app funnel is retention — or the art of getting your customers to keep coming back and buying from you.

Purple offers the option to combine a kiosk and news feed

The most common tools to get your customers to visit your app again include push notifications, deep links, and networking between web and app.

One of the most efficient options is also to combine a kiosk and news feed and stay connected with your users through regular publishing. The exact frequency depends on the nature of your application and can vary between 10-30 posts per day or one post per week. As a rule of thumb, you need to keep your users up to date on a regular basis.

“Regular publishing” at a glance:

Why

— Increasing brand loyalty

— Monetize your content

— Keep your users, customers, and employees up to date

How?

— Use the short format rather than the long format, e.g. to tease your articles

— Post company updates, newsletters, blog articles, special offers, etc.

— Easy reuse of content from other sources, such as magazines or brochures

You can also customize your push notifications with Purple - including icons or different text colors. So that they stand out in the various notifications that someone receives on their smartphone (Android only). In addition, Purple allows for kiosk synchronization to retrieve specific output data instantly and without full kiosk synchronization. This means you can also send out your latest articles in the newsfeed via push notification to generate reach and draw users back into your app.

An example of a typical use case could look like this: You publish a new issue and send a push notification. When a user opens the app via the push notification, the kiosk is not yet fully synchronized (new issue is still unknown). At this moment, the app immediately pulls the new issue data from the backend. Complete kiosk synchronization is not required in this case. Learn more about how to activate push notifications in the Purple Manager.

Missed the first parts? Continue reading here:

How the Purple App Funnel can help you expand your user base (Part I).

How the Purple App Funnel can help you expand your user base (Part II).

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