We’re bombarded daily with awful new app ads on our social media accounts, YouTube, websites, emails, etc. That raises a question for us marketers: How do I promote mobile apps correctly?
Let me tell you, there is a right way to promote apps.
Let me break it down for you, so follow along with me!
Before the actual launch
You’ve been working for months on your app and believe it’s ready for launch. But wait a second. There are things to do before you upload it to the app store and start running campaigns.
Market Research and Competitor Analysis — The grass doesn’t always have to be greener on the other side
Did you thoroughly research who your competitors are and how they promote their apps?
Before building hype, you’ve got to know the landscape.
Ask yourself a few questions:
- Who are my competitors?
- What are they doing right — and not so right?
- What are their download numbers?
- What about their user reviews?
This isn’t about copying; it’s about learning. Understanding the strengths and weaknesses of similar apps can inspire you to differentiate your app in ways that truly resonate with your target audience.
Think of this as gathering clues for your secret sauce.
And don’t stop at your direct competitors. Find apps that you love and look at their strategies as well!
Who’s your app for? Define your audience
Once you’ve done your homework on the competition, the next step is knowing exactly who you’re talking to.
It’s tempting to cast a wide net, but pinpointing your ideal user is key.
Who’s your app for? “Everyone” is a terrible answer. Get specific:
Age, location, interests, pain points.
Are they busy professionals? Students? Fitness enthusiasts? This is where you create user personas—imagine your typical user, what they like, and what problems they’re trying to solve.
Create a buyer persona (fancy term for “an imaginary friend who represents your user”). Example: “Busy Brenda, 28, needs quick meal-planning apps to survive her 9-to-5.”
Once you have a clear picture, segment your audience. Maybe your app appeals to both professionals and hobbyists or perhaps it’s geared toward a particular age group or geographic area. Tailor your marketing efforts to speak directly to each segment.
Pro tip: Don’t try to target too many personas at once! Choose one or two segments, run your first tests, and be open to making changes on the fly.
Setting Clear Goals and KPIs
You probably heard before: if you don’t know where you’re going, how will you know when you’ve arrived?
If you don’t have a set goal, you won’t know if your app is successful or not.
Write down your objectives. They could be quantitative (like download numbers or revenue) or qualitative (such as building a loyal community). Then, identify the metrics that will help you measure success.
No vague metrics like “get famous.” Think SMART:
Specific: “1,000 downloads in Month 1.”
Measurable: It can be tracked via Google Analytics, Firebase, the App Store, etc.
Achievable: Don’t expect TikTok-level virality overnight.
Relevant: Align with business goals (e.g., “Boost in-app purchases by 20%”).
Time-bound: Deadlines keep you honest.
Effective mobile app KPIs can include (But not be limited to):
- Download targets (monthly, quarterly, yearly)
- User retention rates (7-day, 30-day, 90-day)
- Engagement metrics (daily active users, session length, feature usage)
- Conversion rates (free to paid, trial to subscription)
- Revenue goals
- User satisfaction scores
Remember, these goals aren’t just for the sake of having numbers—they’re your roadmap to success. And once you hit them, celebrate! (and then set new ones because the journey doesn’t end here).
Beta Testing - Bring your friends over to play!
You’ve prepared. You’ve planned. Now, it’s time to test the waters.
Beta testing is a chance to gather invaluable feedback from a select group of users before your app goes live.
Whether through a closed beta or a soft launch, this phase allows you to iron out any kinks and get a feel for real-world usage.
Best practices for beta testing include:
Select diverse testers: Include users from different demographics, device types, and technical skill levels.
Create clear feedback channels: Make it easy for beta testers to report issues and suggest improvements.
Prioritize feedback: Focus on fixing critical bugs and addressing common pain points.
Reward engagement: Offer incentives to testers who provide valuable feedback, such as early access to premium features.
Leverage beta testers for testimonials: Collect positive feedback to use in the launch marketing.
The most important! Keep the process informal.
Think of it as inviting friends over for a test run and genuinely listening to what they have to say—even if it means hearing some hard truths. Honest feedback now can save you headaches later.
App Store Optimization (ASO) — Get the store pages ready!
So your app is almost ready to meet the world—can I launch it?
Wait a bit! There’s still work to be done!
Enter App Store Optimization (ASO), which is a bit like SEO for mobile apps. ASO ensures that people find you when searching for apps like yours.
Keyword Research and Implementation
Keywords aren’t just for search engines—they’re critical for your app’s discoverability on both the Apple App Store and Google Play.
Start by brainstorming keywords that describe your app’s functionality, target audience, and unique selling points. Use tools like Google Keyword Planner, Sensor Tower, or App Annie to see which terms are trending.
Once you’ve got your list, sprinkle these keywords naturally throughout your app’s title, description, and even in your visual assets.
But be careful! Don’t overdo it—remember, you’re writing for people, too, not just for algorithms.
Conversion Optimization
Getting your app discovered is one thing, but turning that discovery into downloads is another.
Conversion optimization focuses on persuading potential users that your app is worth their time (and storage space). How?
Think of it in terms of page elements:
- Icon: Start with an eye-catching icon
- Screenshots: Add high-quality screenshots that clearly (focus on clearly. It’s really important!) showcase your app’s benefits.
- Text: Your description should be engaging yet succinct. Tell a story about why your app matters and what problems it solves.
- CTA: A compelling call-to-action can be the nudge a hesitant user needs to hit that download button.
Pro-tip: Regularly update your page based on seasonal trends or user feedback. It’s a living piece of your marketing strategy that should evolve with your app.
Localization:
In a global market, one size rarely fits all. Localization tailors your app’s presence to different regions and languages.
Translate your app description, screenshots, and keywords into the languages of your target markets. This shows respect for your audience’s culture and makes your app more accessible.
Beyond language, adapt your visuals and messaging to resonate with local cultures. What works in one country might need a tweak in another.
Give some thought to hiring local experts or using professional translation services to ensure your message resonates.
Finally, if your app might perform exceptionally well in specific regions, consider launching in those regions first. Local success can pave the way for broader international expansion.
Android App Store vs. Apple App Store: The battle
Are you choosing a side or are you launching your app in both?
Deciding the right platform for your app promotion involves understanding the nuances between the Android and Apple ecosystems. Each has its own quirks, user behaviors, and monetization models.
Main Differences
There are many differences between Apple's and Google’s app stores.
User Base: Android dominates the global market share, especially in emerging markets, while Apple has a more concentrated but affluent user base in regions like North America and Europe. Apple users tend to spend more on apps in general.
App Review Process: Apple’s review process is known for its strict guidelines and sometimes longer approval times. Android, on the other hand, tends to be a bit more relaxed in this regard.
Update frequency: Google Play updates can go live within hours, while Apple reviews can take days.
ASO factors: While many optimization principles apply to both stores, each has platform-specific ranking factors. Also, both platforms have their own design philosophies. iOS apps often adhere to a minimalist aesthetic with a focus on simplicity, whereas Android apps can sometimes be more flexible in their design.
Monetization
How you make money from your app can vary significantly between the two platforms.
In-app purchases, subscriptions, and ads might perform differently depending on your target audience’s platform preference.
To summarize (keep in mind, this is also a generalization):
Apple: Subscriptions work well (thanks, loyal spenders).
Android: Ads + freemium models shine in price-sensitive markets.
It’s a good idea to test different approaches early on. Track your KPIs closely and adjust your monetization strategy to maximize revenue without alienating your user base.
Remember that both stores charge a 30% fee on paid apps. Consider this cost!
Let’s launch it! Strategies for Your App
Finally!
So much work was done before, and now we get to the fun part!
Here are a few things you can do when you launch it.
Press Release & Media Outreach
A well-crafted press release can work wonders. Write a story that isn’t just about your app’s features but also about its journey, the problem it solves, and why it matters.
Pitch bloggers, YouTubers, and local news.
Develop a comprehensive media kit with app information, high-resolution images, videos, and founder bios to send on your pitch.
You can even offer them exclusives or free access.
When contacting media outlets, keep it conversational. Explain what makes your app unique, share any challenges you overcame, and invite them for a demo. Remember, your story is as much about the people behind the app as it is about the technology.
Launch Day Promotions
Discounts: “50% off annual plan for 48 hours!”
Extra perks: “Get an extra [insert here a benefit or exclusive feature from your app] if you download it within the next 48 hours!”
This sounds great, right? And it does wonders. So use it to your advantage. Have launch day promotions to get people engaged and downloading.
Your early users can become your most loyal fans if you treat them right.
Give your early adopters a sneak peek into upcoming features, or invite them to join a private community. Feature them on your social media and website. Making them feel special can boost their engagement and loyalty.
Implement referral programs or in-app rewards for users who help spread the word. Whether it’s extra features, a discount, or a shout-out on your social media channels, a little extra incentive can go a long way.
Organic Growth Tactics to Promote Your App
Yes, the launch is exciting. But you have to keep the growth steady. Although ads are great (And well, talk about them in just a bit), you need to foster organic growth.
It takes a while longer to build a sound organic reach, but it’s cheaper—I mean way cheaper—than the other app promotion approaches.
Content Marketing (Blog, Videos, Podcasts)
Have a good SEO (Search Engine Optimization) strategy in place for your app!
Create blog posts, how-to videos, or podcasts that educate your audience on topics related to your app.
For instance, if your app helps with productivity, you might blog about time management tips. This positions you as an expert in the field and keeps your audience engaged over time.
Don’t worry if you’re not a professional writer or video producer. Authenticity often trumps perfection. Share behind-the-scenes stories, real-life use cases, and even the occasional blooper reel. This kind of content makes your brand more relatable.
We want likes! Social Media Presence
A strategic social media presence helps build community, provide support, and showcase your app's value.
Pick the platforms where your target audience hangs out and start a conversation. Consistency is key, whether it’s Twitter, Instagram, LinkedIn, or even TikTok.
Share updates, answer questions, and use polls or stories to keep your followers engaged.
Be personable. Don’t just push content; interact, reply to comments, and maybe even host informal “ask me anything” sessions. This builds trust and makes your app feel like part of a community rather than a faceless product.
Pro-tip: You don’t need to be on all platforms at the same time. In the beginning, test each of them, see the ones your audience is at and responds best, and then stick to them! If you try to be in all of them, you either will need to spend a lot of money with a large social media team, or you will end up a duck who can fly, swim, and walk but isn’t great at any of them.
Email Marketing Campaigns — Emails are not dead!
Yes! While social media is great for building awareness, email remains one of the most effective channels for nurturing users and driving engagement.
Start by capturing email addresses through your landing page or in-app sign-ups. Then, send out regular newsletters with updates, tips, and exclusive content.
The trick? You can guess the trick here, can’t you? Keep it conversational and valuable. Avoid spamming your users with salesy messages—instead, treat your email list like a VIP club where they get insider info and special perks.
Webinars and Podcasts
This falls under the content marketing umbrella but deserves a separate mention.
Live webinars or recorded podcasts are excellent ways to deepen your connection with potential users.
They can provide an interactive platform to showcase your app’s value and can take many forms: Educational Sessions, live Q&A, and client and user interviews. Video is more important than ever in business strategies, so lights, camera, and action!
Oh! Also, record and share! Don’t worry if not everyone can attend live. Record the session and share it on your website or social media for on-demand viewing.
Community Building
A loyal community is probably the best marketing strategy here. Word of mouth can either boost or take down apps. Build forums, Facebook groups, Discord servers or any other channel.
This isn’t just a place to ask for support or sell your app—it’s a vibrant community where users feel heard and valued.
While on the topic, encourage users to create content related to your app expand your reach organically. UGC (User-generated content) strategies can range from user cases to testimonials to contests and any other creative idea you might have.
I also mentioned before that we should make use of referral programs. If the person loves your app, and is willing to spread the word about it, give them a little incentive to work a bit more and reach more people.
Oh, before I forget, it doesn’t necessarily have to be money! It can be extra features on your app, a mention on the website or socials, or exclusive perks. Use your imagination and come up with things people will be interested in!
Paid Media for App promotion
Organic is great! Cheap! Wields results! But it takes a looong time!
If you have a marketing budget, then don’t sweat it. Paid media is the way to go. It is still cheaper than TV and traditional media and has many benefits, such as unbeatable segmentation and targeting. You can reach the right people in the right place at the right time.
App Store Ads (Apple Search Ads, Google Ads)
App store ads place your app directly before users actively searching for solutions.
Both Apple and Google offer native advertising platforms that target users directly in the app store.
These ads are designed to drive high-intent users to your app page. With Apple Search Ads and Google’s Universal App Campaigns, you can optimize for installs, in-app actions, and target specific audiences.
Paid store ads can also jumpstart your visibility and work hand-in-hand with your organic ASO efforts.
Social Media Advertising
Social media platforms offer powerful tools to target specific demographics with laser precision.
Choose the platform that best fits your target audience, whether it’s Facebook, Instagram, TikTok, or even LinkedIn. Each platform has its own ad formats and targeting options.
Always use eye-catching visuals and a clear call to action. Videos, carousels, and interactive posts can all drive engagement.
Differently than a TV ad, for instance, you can also use retargeting campaigns. These help you reach users who have already shown interest in your app but haven’t downloaded it yet.
Influencer Partnerships
Influencers aren’t just for fashion or fitness—they can be great mobile app promotions, as well.
Find influencers who align with your app’s niche and industry, and see if they’d be interested in giving your app a shout-out.
This might involve reviews, sponsored posts, or even collaborations on content.
Always prioritize influencers whose audience aligns with your target user, even if their following is smaller. Micro-influencers can be a great way to reach a good audience.
Also, try working with influencers to showcase genuine use cases rather than scripted promotions and build a long-term relationship with them instead of one-off promotions.
In the end, remember to provide unique download links or promo codes to measure campaign effectiveness.
Pro tip: It’s important to monitor all these paid campaigns closely. Start with a modest budget, test different creative approaches, and adjust based on performance. Over time, you can scale your investment in the areas that show the best returns. You can even use a tool like Bïrch to help you with automation, Creative testing, monitoring, reporting, etc. 😉
If you are launching your app and want to automate your ad campaigns, check out our strategies for app developers:
Wrap-up
Phew! If you have gotten this far, I hope you have learned how to do (correctly) mobile app promotion, from the early stages of market research and beta testing to the nitty-gritty of ASO and paid media.
Remember, app promotion is constantly changing, and you might need to adapt your strategies based on the trends when you’re reading this.
What works today might need a tweak tomorrow. So keep learning, experimenting, and most importantly, engaging with your users.
As a takeaway, stay authentic, listen to your community, and don’t be afraid to innovate. Whether you’re using the power of social media or deep-diving into data-driven ad campaigns, every effort counts.
Use this guide as inspiration, but always trust your own journey. Marketing is creative, and there's no one-size-fits-all answer to how you promote your app. After all, your app is more than just a product—it’s a reflection of your vision, creativity, and hard work.
Wrapped up by the sound of Ghost Hounds — You’ll never find me (Strings Version)
