practical tips to grow your mobile audience

Grow your mobile audiencePractical tips for early-stage entrepreneurs

A little about me…

• Runs a rev-gen biz.

• We do a lot of FB ads.

• I help other startups with mobile acquisition.

• Believes mobile is for pros + web is better for beginners.

A little about you…

… building for an American/Euro audience

… not a game (likely utility + local)

… have a limited paid acquisition budget

Lesson #1

Mobile customer acquisition isn’t that different from any customer acquisition.

The key to success is defining success.

Lesson #2

Lowball CPI = $3

if LTV < CPI

then ERROR

rough math time!

“Build and they will come” is the exception

Lesson #3

Things that don’t work…

• Excessive App Store Optimization.

• 3rd party app stores, nearby apps & passbook.

• Going/hosting events.

• Adding a share button.

• QR Codes

Things you can do…

• Small app size

• ASO = good ratings, opens, basic text

• Press (esp. for techies in their 20s)

• Be a really cool app (ie. Shazam)

Ads work but take some skill.

Lesson #4

Nothing else will work in your budget.

Use Facebook Ads. Period.

FB Ads 101

• If your target on FB is over 500,000 people … you’re going to get a lot of click fraud.

• Budget a minimum of $10,000 for testing only.

• Do newsfeed ads with viral pictures.

• Reasonable CPI is $0.75 - $7.00.

Now for some good organic channel examples…

Refer for $$$Venmo, Uber, Lyft, Sidecar, Flywheel

Local Network AffectTinder, Lulu, Foursquare

Spammy Invite Your FriendsHangtime, Candy Crush Saga

Grow on other channels#kik, #kikme, #snapchatme

How to find new channels

• Mobile focused (Web to mobile conversion is crap.)

• Targeted is more important on mobile.

Targeted Email Ad Campaigns

Reply to problems on Twitter

Martin@UpOut.comWe’re hiring.