Forecasts made by Research and Data claim that the global fitness app market will reach USD 14.64 Billion by 2027. Fitness and health apps assist people in managing their health, embracing health centric lifestyle, and stick to their long term fitness goals. Lately, we have seen a surge in the investment in fitness startups. Recent data from numerous health and fitness apps shows that customers remain loyal to their favorite apps as more than 90% users only use the fitness app all time. In fact, around 25% of the most engaged users use their health apps or fitness apps more than ten times a week. So, how do you make your fitness app a user’s favourite and build a loyal user base? Through well strategized marketing efforts.
Paid User Acquisition Channels
Fitness app businesses can acquire new customers through impactful paid advertising campaigns. User acquisition involves acquiring customers, tracking them, calculating their lifetime value and then retaining high value users. Paid channels help marketers develop a better understanding of their users and help them get better returns. Paid UA can include a diverse range of ad formats like banner ads, native ads, interstitial ads and reward videos. It’s important to target the audience in the most effective way possible with paid ads. Channels like Facebook and Instagram allow intelligent segmentation of user base and flash the right kind of ads, to the right kind of people at the right time. For example, paid channels allow fitness app owners to advertise in front of people looking for health tips.
Features like in-app messaging help businesses connect with their audience when they download the app. Strategically used in-app messaging can optimize profits for the app business. Using in-app messaging app owners can incentivize users to subscribe to premium plans, buy membership or sign up for an offer. It can also be used to motivate users to keep using the app, through encouraging messages. However, marketers should be cautious that in-app messaging does not hamper the flow of UX. This can be done through A/B testing.
Push notifications are an effective medium of communicating with app users, even if they are not using the app interface. Push notifications can be forwarded to customers at any point of time. Unlike, in-app messages push notifications can be turned on and off at a user’s will. It’s best to ensure you do not overwhelm your users with push notifications as it can be intrusive. Pushing relevant information in a timely manner can help surge user retention in the long run. Optimising send times through use of behavioural data can help deliver notifications when the users will most likely act on them.
Qualify prospects with Offers
- In a space as crowded as the fitness app market, it can be difficult to get some limelight organically. Moreover, most users find it difficult to stick to their fitness goals as they lose motivation gradually. Since, changing lifestyle and habits to meet fitness goals is difficult, the abandonment rate of fitness apps are high. App owners need exciting ways to charm clients into signing up or making an account. Exciting offers like free trial classes, personal training sessions or free months in addition to subscription duration can make the sign up process worthwhile for users. The offer should be enticing enough to encourage a user to keep using the app to pursue their goals.
Encash the Weight Loss Season
Anyone working in the fitness industry understands that tailoring the messaging for individuals who are looking to accomplish their weight loss and fitness goals needs to be influenced in a timely manner. Weight loss motivation is triggered at specific times of the year for example post the holiday season and before the spring break. Local trends also matter when it comes to timing of weight loss urges. Considering all these factors marketers must boost their advertising budget around these strategic times and push targeted campaigns to increase app conversions.
In the End
Post the 2020 pandemic, people are more conscious about their health and overall fitness goals than they ever have been. Health anxiety is on the rise and prompting people to take charge of their fitness. The prolonged lockdown has triggered a surge in number of health app downloads.
As the competition for market share intensifies, app marketers must try and engage users in ways that add value to their app use experience. While user acquisition is simpler than user engagement and long term retention, a well planned fitness app marketing plan can help business achieve all of the aforementioned goals. User segmentation can be used to curate personalized experiences for different users With the help of data analytics and customer insights marketers can create highly customised user experiences for their users. Combining these tactics in your marketing plan can help you reap stellar benefits from your fitness app. Retain users over the long term and gain a competitive edge as you hire app marketers to execute a fitness app marketing plan for your app.