In today’s competitive app market, it’s more important than ever to have a robust paid media strategy. Even if you are in a stage of strong user acquisition and the next step seems far away. It is important to cover all future “needs.”

But what does a truly effective full funnel growth strategy look like?

As we look to the future, we must focus not only on acquiring new users, but also on retaining and engaging our existing users. This will allow us to maximize our objectives and anticipate a potential scenario where our downloads level off. By focusing on these two key areas, we can continue to grow our business and monetize our current users.

A complete strategy includes acquisition campaigns (with all their possible objectives) and engagement & retention campaigns (with all their possible objectives), resulting in a work roadmap as follows:

Understanding the user journey and where to focus

To be able to focus on applying the roadmap, it is important to understand the possible stages of users in our app and where we should focus. For this, we have the following matrix as an example (applicable to e-commerce), where we can see the user stages, the strategy that corresponds to each stage, how we are going to achieve it, and the KPI that we will use to measure each strategy:

How to create a complete app growth strategy

Once you understand the stages of your users, it is essential to identify how you will implement each strategy. What works for one stage may not be replicable for another.

It is also important to know which media is best suited to your goals. There are medias that are specialized in UA, others in RT, others in ROAS, and more. That is why it is essential to have this knowledge and to test it according to the strategy you adopt. Some examples to keep in mind:

• UA: Liftoff, Jampp, etc.
• RT/ROAS: Remerge, RTB, Criteo, etc.

The 4-Stage App Marketing Roadmap: How to Reach Your Target Audience

Each stage also requires a strong emphasis on the creative part. We cannot use the same message for a user who has never downloaded the app as for one who buys frequently. Therefore, there are many levers to consider in each stage.

It is also important to carry out each strategy non-simultaneously, that is to say to focus specifically on each one and to be able to squeeze out its possibilities to the maximum.

That is why we have this roadmap for testing media/strategies to plan it in the most efficient way. Obviously, User acquisition and Retention campaigns can coexist in the same period, but it is important to focus on one strategy to be able to move forward with the other, until reaching an optimal point where all of them can coexist.

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