What is App User Lifetime Value and How to Increase It?

Developing a mobile app is only the first (indeed crucial) step to boosting your business. But have you strategized what happens after people install your app? Increasing customer lifetime value (LTV) is equally, or perhaps more, important than driving installations. You sure don’t want people to uninstall the app after using it once? Then it’s time to focus on boosting user lifetime value.

Not sure what LTV is? No worry. Today, we will discuss the concept of user lifetime value and explore how to maximize it.

What is User Lifetime Value in a Mobile App?

App user lifetime value denotes the total value of a user for a business. From paid subscription to referring to other users - everything is included in it. LTV offers a holistic view comprising monetization, shareability, and retention rate. Let us take a quick look at these:

•  Sharability - It takes the shareability or virality of the app into account. You can identify how many users are brought by each user over a specific period of time.

•  Retention Rate - It denotes the percentage of people who continue to use your app over a specific period of time. It also considers how much time users spend on your app or user engagement.

•  Monetization - It refers to the amount of money the users spend on an app over their lifetime or Average Revenue per User (ARPU). For an eCommerce app, it takes order values into account. Other monetization methods include PPC campaigns (where the business owner earns money from the ad owner as the users click on it), paid subscriptions, in-app purchases, etc.

How to Calculate User Lifetime Value

Here, you have to multiply the average amount of revenue brought by each user by the time they use your app. Then add the extra value brought in from referrals. Here is a quick formula:

Average LTV = ARPU x 1/Churn rate + Referral rate

(Churn = 1 - retention rate)

Your aim should be to increase user lifetime value. Below, you will find some handpicked tips recommended by a renowned app development agency to boost user lifetime value.

How to Increase User Lifetime Value in a Mobile App

Here, we will elaborate on three components of lifetime value.

1. Sharability

Today, with numerous apps around, people prefer to listen to their peers’ recommendations. Here’re a few ways you can drive more shares.

• Incentivizing the users to share your app is a great trick. They will do something to get something in return. For instance, you may offer in-app bonuses or credits when a user refers a friend through social media.

• Offering something unique on the app will automatically compel people to share your app. Therefore, pay attention to that.

• You can also create an illusion of celebrating the users’ activities on your app. For instance, you may encourage them to share your gaming app when they cross a hurdle or win a puzzle.

• It’s also important to optimize your brand presence on social media. You can engage digital marketing services to spread brand awareness, manage brand reputation on different forums, and so on. All these will lead to evoking a positive impression in people’s minds and drive more installs. And the more installations your app gets the chances of virality through the existing user base increase. 

Before jumping to the next pointer, let’s quickly mention that you must enable people to directly share the app from inside the app. For that, it’s important to integrate popular social media APIs into your app.

2. Retention

The first step to increase retention is to analyze why people delete an app. Precisely for two reasons:

1. They got a better app to meet their purpose
2. They find the app to be confusing or boring

Focus on these two issues and you can significantly reduce the chunk rate. So, how to do that? We will explore below.

• Improve app onboarding experience. Introduce people to the features of your app and encourage them to perform some activities to get started. These may include dragging a feature, swiping through something, and so on.

• Make sure your app is intuitive enough so that people can easily understand which button or feature functions in which manner. The sign-up process should not be long or tedious. Encourage one-tap login with email/social media account or phone number.

• The sign-up process should not be long or tedious. Encourage one-tap login with email/social media account or phone number. 

• Keep data fields to the minimum. Make sure that the users need not fill a lengthy form. If yours is an eCommerce app, ensure that the checkout process is fast. Also, let the users save their card/connect with their UPI app as their preferred payment model for future shopping. It will save time and effort.

• Equip your app with all the essential features required to execute an activity in your specific niche. If required, check your competitors’ apps.

• It’s better to provide some more features in your app than your competitors. That way, it will stand out among the rest. For instance, if yours is a chatting app, consider why people will use it instead of WhatsApp or Telegram? What extra features can you provide?

• A/B testing is a great way to find out which elements are preferred to the users. Optimize your app accordingly.

• Engage maintenance services in a consistent manner so as to keep your app glitch-free and high-functioning at all times.

3. Monetization

Some of the proven ways to monetize your app include:

• Leverage push notification to encourage people to interact with your app and convert. For that, you need to send personalized push notifications to the users. You can track geo-locations of the users, their browsing/purchase history, and wishlist to customize the notification message.

• No matter how alluring it seems, always feature native ads on your mobile app. For instance, if yours is a food delivery app, featuring an ad of a bakery is a smart step. Native ads will not irritate people and these may even encourage them to click. That way, you can earn from the ad owner.

• Instead of encouraging people to purchase the app while installing it from the app store, it’s better to rely on in-app purchases. With so many apps available in the market, people may not be interested to purchase an app. On the contrary, as they get addicted to the app, they may want to unlock other features (say, earning virtual coins or lives, or unlocking some tracks) via in-app purchase. This is closely connected with purchasing the premium version of the app that offers more features.

By adopting these strategies you can significantly increase user lifetime value in your mobile app. Try these and share your thoughts with us.

12 Effective Content Marketing Strategies in 2021

Digital marketing experts always hold content in high esteem. According to them, content is the lifeline of promoting a business. It is the driving force that increases the website traffic and even converts the leads.

As a business owner, you should always bear in mind that your content marketing strategy must be up-to-date to grow your business. Whether you are planning to get started with a catchy campaign or your existing strategy is not producing the maximum impact, it’s time to revisit your strategy.

 

Here’s a checklist to guide you in the right direction: 

1. Create Valuable & Varied Content

First thing first, content creation is key to content marketing. No matter how much effort you put into marketing your content, it will not appeal to your audience if it lacks value. Make sure to create original, informative, and user-engaging content.

Also, instead of only creating blog posts, it’s important to include different types of content in your list. For instance, infographic and video content are quite popular these days as they quickly engage people.

Here are different types of content to help you break the monotony:

• Podcast
• Live event 
• Video Infographics
• Blog
• Slide presentation
• Quiz
• News 
• Interview
• Case study 
• Educational article 
• White paper 
• Ebook
• Comparison 
• Checklist 
• Tutorial 
• Templates
  
  

You can also repurpose a content piece after it is published to appeal to a wider audience. For instance:

• Turn an article into a video or infographic
• Combine multiple short content pieces to create an eBook
  

And so on.

2. Brand Positioning

Defining your brand in the market is a crucial element in content marketing. It will help you to establish the right image of your brand through all the marketing efforts.

Find answers to the following questions when it comes to positioning your brand in the market:

• Who are your existing and potential consumers?
• How competitive is the landscape?
• How are your competitors presenting their brand and how can you do something different?
• What type of content your audience is engaging with the most? 
• What’s the USP of your brand? 
• What problems can your product or service solve? 
• What’s the vision and mission of your brand and how you can convey it to your customers?
  
  

3. Diversify Your Content Channels

This is an extension of the first point we mentioned above - diversify your medium to reach more audience. Use your website blog section or guest blogging sites to publish articles. Leverage social media platforms to share your content. Use YouTube to publish video content.

Remember, the more varied content types and channels you use, the higher goes your brand awareness and chances of conversions.

At the same time, you have to pay attention to the platforms where most of your audience is present. If most of the target customers are on Facebook, you need not focus more on Twitter.

If you are not sure which channel is ideal for your business, engaging digital marketing services is a good idea. The experts will analyze which channels are driving the most traffic and promote your site through the right platform.  

4. Pay Attention to Build Authority

Backlinking was one of the primary factors when it came to developing authority in the SEO landscape, but gradually, expertise is becoming even more important. Search engines are becoming smarter about semantics. Therefore, your content should be in-depth and justify the topic so as to satisfy the users’ queries and earn the search engines’ trust.

As you can understand, the sole rule of using keywords is steadily decreasing. Search engines are no more interested in rewarding your ability to create a piece of content with lots of keywords. Rather, it’s important to underline how the content fits in the context of your business and how much useful it is.

Take Google for example. It is putting more emphasis on the E-A-T (Expertise-Authority-Trust) guideline. Even though it is not a direct ranking factor, it includes a secondary signal that Google’s algorithm will determine how a content aligns with E-A-T.  

5. Audience Segmentation for Increasing Engagement

Smart marketers always focus on segmenting the audience. Not all of your audience has the same intention. Your content cannot suit everyone as people are at different phases of the conversion cycle. For instance, a content designed to create awareness among the new customers is completely wasted on your existing customers. Repeated awareness campaigns may even irritate the existing customers.

Also, if your business spans across B2B and B2C industry, you need to create distinct strategies for each industry type. While the B2B audience is more familiar with technical jargons, B2C customers are not. Do you see how it will impact your copy?

Segmenting the target audience is a challenging task for a blog or website. Instead, you can use it in your email autoresponder or Facebook ad targeting.
Quick fact: 39% of the email marketers who segment their email lists have reported seeing better open rates (source: Emarketer).

6. Content Auditing

There are millions of content available on the web for your audience to click on. In such a crowded landscape, creating content without any understanding of what will work is a waste of resource and time.

Take note of what kind of content has attracted your audience, which content has led to more queries or conversion, whether any content needs an update, and so on.

However, it’s not enough to analyze the data from your pre-published content. You should also pay attention to what’s trending these days. You can use Google Trends to get an insight into the demand for your topic. Simply type the keyword or topic in the search box to know how many searches it has received within a specific time period.

7. Include CTA in Your Marketing Message

“The best marketing doesn’t feel like marketing.”

We cannot agree more with Tom Fishburne! However, we should also mention the importance of call-to-action in your marketing message. You need not be too pushy but make sure that the users get a clear direction of what to do next. Do you want them to shop a product from you, check out a new service that you have started offering, subscribe to your newsletter, or do something else? Whatever your goal is, it’s better to add a CTA to direct the audience to the right track.

Remember, a marketing message with too many CTAs may irritate the visitors. Your copy should be compelling enough to trigger their attention and the CTA should encourage them to take the step. Bringing a combination of both in each campaign may not be easy if you are not an expert in the field. In such a scenario, let the experts take care of it while you focus on your business. Yes, we are talking about investing in content marketing services. The learned professionals will create and publish quality content that can boost conversions.

8. Increase Your Relevance for Local Audience

For small businesses or businesses with a local audience, it’s important to create some dedicated copies to drive relevance. As you may already know, local SEO is becoming a prominent element in digital marketing and it’s high time to register and optimize your business presence in Google My Business listing. If you are not aware of the benefits of local SEO, take a look at the linked blog.

Depending on the type of your business, create content that appeals to your local audience. These may include writing a blog about a specific issue in your locality and how your business can help, a social media marketing copy about a discount offer running in your physical store, and so on.

9. Personalized Email Marketing Campaign

Much have you heard about automated email marketing campaigns. 2021 brings a revolution with personalized email marketing.

Craft your email by segmenting your audience, include the recipients’ name, mention a product that may appeal to them based on the products they have browsed in your website, and so on. It has the potential to increase the chances of opening the email, checking out your offerings, and even converting.

10. Prepare for Voice Search & Chatbot

Optimizing for voice search is consistently in the marketers’ mind since 2019. Make sure to optimize your content with long-tail keywords for voice search. WPBeginner has witnessed a lot of featured snippets and an almost 37% increase in website traffic by optimizing content for voice searches.

The chatbot is another tool to include in your content marketing strategy. It has the potential to convert visitors into leads by answering common queries.

11. Determine a Budget

Once you get into content marketing, you may get overwhelmed with numerous practices. that’s why it’s important to set a budget beforehand. Find answers to these questions:

• Do you have to purchase a tool? For instance, graphic design software like Adobe Photoshop, keyword research tool like Ahrefs, etc.
• Do you need to pay for an ad space to run paid campaigns?
• Do you need to engage a professional content marketing service?
  

12. Track Your KPIs

Setting key performance indicators (KPIs) and tracking these regularly will help you to understand whether your content marketing efforts are sprouting the results or not.

Here’s a list of some goals and related KPIs. Check these out

Goal	KPI
Brand Awareness	Website traffic, social media followers, sign-ups, subscription, mentions
Brand Loyalty	Returning customers, product reviews, referrals, recommendation, mentions
Conversions	Conversion rate, subscribers, shopping cart abandonment rate, bounce rate
Revenue	Sales
Customer engagement	Likes, shares, backlinks, followers, mentions
Strategic partners	New partnerships, backlinks

Closing Thoughts

An effective content marketing is one that encourages your target audience to interact with you and increase conversions. We hope that our handpicked strategies have made you understand how to get started.

Feel free to share your thoughts in the comment box below.

How to Position Your Brand on Paid Media in Recent Time

Social media platforms have become the people’s favourite source of entertainment these days. In fact, a curious study by Business Today has noted a whopping 87% increase in social media usage since the lockdown began.

As a business owner if you are clueless whether to “squander resources” on engaging digital marketing services or not, let us tell you, this is the ideal opportunity to engage the audience, increase brand recall, and connect with the existing and potential customers. And a less cluttered feed is the cherry on the top here!But here’s a catch. You need to be mindful of how you are positioning your brand on the paid media, especially once it comes to developing creative strategies and messaging. Today, let’s discuss all about it.

Key Considerations While Approaching Paid Media Right Now

Conversions and revenue goals are your priority – point noted.

But, for now, consider driving product discovery and awareness for your brand. Focus on developing long-term relationships through thoughtful messaging. This will build rapport and create a loyal customer base. Here’s how to start:

1. Explore Underused Paid Social Channels

If you are doing something, do it right. And right now, exploring the otherwise underused paid social media is the right thing for you to do.

These channels will help you to drive incremental value by fetching attention from the audience who usually don’t check out your ads. Take Pinterest and Snapchat for examples. You may use these channels to increase new signups, click-through rates on the pins, and user-interactions with your products.

However, we don’t suggest you to squander resources on any and every social media channel as it may not be profitable. You better engage a professional digital marketing agency India to determine which channels are suitable for you. Also, keep an eye on the latest social media marketing trends to stay ahead of others.

2. Be Relevant

Does your company offer any service or product that can make people’s lives a little better? Can you help people remain calm and happy when they are stuck at home?

Make sure to showcase this value proposition in your ad to catch people’s attention as they scroll. Also, include phrases like “contactless delivery,” “at home,” and others to emphasize the relevance and convenience of your service.

Here are some quick strategies to foster your business during the uncertain situation.

3. Be Informative

Many blame social media to be the hub of fake news and misinformation. And they have every reason to do so! People these days often spread ‘news’ without judging its factuality.

Amidst such a vulnerable scenario of the COVID-19 impacted world, it’s important to combat misinformation. Why don’t you be a messiah here! If your brand (say, medical industry or a news-based organization) offers a service or product that provides useful and accurate information, the social media channels are all yours!

Even if you don’t belong to these industries, you can assist people and inform them how your product or service can bring a modicum of normalcy in their disrupted or new lifestyle. Whether you collect and deliver groceries from the customers’ preferable store or provide online tuition – assisting people can be done in multiple ways! Where there’s a will... you know!

Oh and guess what! Many aspirants are venturing new start-ups to deliver such services. On the one hand, their services are helpful for the people stuck at home, on the other, their businesses are flourishing beyond expectation. So, it’s a win-win situation for both. Well, every cloud has a silver lining!

Let a reliable internet marketing agency India to help you market your brand in the digital realm and there’s no looking back.

4. Compassion Goes a Longer Way...

...than you believe! The unprecedented crisis has disrupted people’s lives and livelihood. So, it is okay not to show your brand remaining unaffected during this hour. Rather by acknowledging vulnerability and being compassionate in your ad creative you can enhance the trustworthiness of your brand.

If your brand supports any causes related to COVID-19, you can definitely highlight that but make sure to be humble in your ad copy. It’s not about being proud, but compassionate. How to do that? We’ll tell you in the next point.

5. Don’t Go Overboard

A promotion during this time doesn’t solely serve any marketing purpose but assures customers that you are just beside them and fighting to make things better. You can well understand the strong impact it leaves on people’s minds.

If your brand is not much into promotion, it’s time to engage digital marketing services to acknowledge the situation and showcase how your business is coping up with this.

If your brand is a typically promo-heavy one, consider shifting your focus from your products to how they can help the consumers. It’s not about you, but about the customers.

These will not only make people aware of your services but also inspire entrepreneurs who are suffering during the economic disbalance or afraid to take a step forward.

6. “In this Together” – Create Reliability and Celebrate Togetherness

Right since the beginning of the pandemic, #InThisTogether has come to the forefront. Make this hashtag truly reflect in your ad copy. Adopt this thought and your creative will automatically include everything we’ve mentioned above! The ultimate objective is to show the real you – vulnerable and affected, yet strong enough to fight. This will produce a reliable brand image.

Remember, a little humour in your creative is always welcome as it evokes a positive spirit, but don’t go over the top to hurt anyone’s sentiment. Especially, steer clear of dark humour as it may produce a negative impression of your brand. If you’re not sure about this, seek assistance from the professionals at any leading digital marketing agency India. But never, we repeat, never come out with an uncensored copy – it can ruin your entire marketing effort!

Wrapping Up

By following these strategies, you can successfully market your brand during such uncertain times and create a potentially long-lasting bond with the users. While the creative will reveal your compassionate image and bring useful products to the fore, exploring the off-bit marketing platforms will enhance your reach.

These little changes in your marketing approach will pay off in the long run. Try these, and you won’t regret.

Stay safe! We’re in this together!