Mobile App

Mobile App Marketing Strategy


Creating your overall approach requires a thorough understanding of the many marketing strategies available for apps. As a consequence, a thorough understanding of how these techniques might be integrated creates an effective app marketing plan. No matter the app vertical, budget, or target market, this is true for all app marketers.  Being one of the top mobile app development companies in India, iROID Technologies has developed several apps under different verticals. With our experience, through this article we discuss the nine crucial app marketing techniques you must be aware of and how to apply them to achieve your most challenging goals.

9 essential app marketing strategies

1. Your app’s landing page and blog

Having a landing page is an essential component of mobile marketing because it enables users to discover more about your app on desktop and mobile web. This is a practical way to employ SEO (Search Engine Optimization) to draw in new customers. It's crucial to provide a visual representation of what customers might anticipate if they install your software when setting up the landing page. Links to your app on the Google Play Store and the App Store should be included on your landing page, along with a clear call to action. Other requirements, such as gameplay trailers for mobile games, will be determined by your app vertical. However, it's crucial to show user reviews and include images of how your program is used.

2. App Store Optimization

The process of increasing your app's exposure in the App Store and Google Play Store is known as App Store Optimization (ASO). This is crucial to your user journey because, even if your campaign sends a lot of potential customers to the App Store, they still need to install your app in order for it to seem good. Additionally, ASO can draw free organic users.

Similar to SEO, ASO calls for you to choose and use keywords that will boost your app's ranking on the App Store. A video of in-app use and screenshots from your app are also necessary to add. In order to give people extra ways to find your app, you may also use supplementary app categories. Localize your app story entry if at all possible. 

3. Social media marketing

You cannot afford to ignore social media activity if you are an app marketer. In 2020, users will log onto social networks daily for an hour and 22 minutes. It's a good idea to post frequently on your social media platforms and use them for purposes other than just spreading the word about your brand. For instance, using social media to develop a community and get input from users who wouldn't otherwise be motivated to get in touch with you through your website or app is a terrific idea.

Blog posts, contests, forums, and user-generated content can all be used as content for your social media platforms. The correct channels can be especially helpful for apps that have social components, such as fitness and gaming. This can vary based on the app vertical; you can learn how through market research. Additionally, you can incorporate social media into your app to make it easier for users to post material on their social media channels.

Also Read : How well a mobile app can transform your business?

4. Influencer marketing

90% of consumers agree that when making a purchasing decision, authenticity plays a significant role. Influencer marketing refers to the use of influencers to promote your business and reach new users. With a 65 percent growth in influencer marketing expenses this year, this app marketing method has just revolutionized the market.

Influencers can be employed in a variety of ways to help you reach your marketing objectives. You can either pay for product placement or give an influencer "freebies" that they can share with their audience. Offering your products to the right influencer is a cost-effective approach to reaching an audience, but paying for an advertisement gives you more creative control.

Apps in the fashion industry will have special ways to collaborate with influencers. Influencers, for instance, can use your app to make lookbooks, which can then be shared on their social media platforms and displayed on your app. This is a fantastic approach to showing consumers how your app works and providing them a special incentive to install depending on their interest in an influencer.

5. Paid user acquisition campaigns

The process of gaining new users for your app through sponsored advertisements is known as paid user acquisition. For the best results with this method, you must establish campaigns and gradually modify your ad spending. Knowing the people you want to draw and the in-app tasks you want them to perform is crucial.

You must keep an eye on data and recognize patterns in client behavior while evaluating the effectiveness of your campaigns and modifying your spending for better outcomes in the future. Your attribution provider will assist you in measuring these outcomes by keeping track of the number of users who carried out each action. The best-performing channels will then be shown in reports that you will get. By cross-promoting your apps, you can act as both a publisher and advertising if you have many apps.

6. Set your KPIs (Key Performance Indicators)

KPIs should be used to measure the effectiveness of your app marketing plan. KPIs are used to assess the effectiveness of your app and take into account campaign and in-app activity that is crucial to achieving your objectives. With the help of these KPIs, you can clearly see where your app is functioning well and where it needs work.

The number of Active Users, Daily, Weekly, and Monthly (DAU, WAU, MAU), Cost per Acquisition (CPA), Cost per Install (CPI), and Cost per Mille are significant KPIs that you should be aware of (CPM). Additionally, you want to take Click-Through Rate (CTR), Conversion, Retention, and Churn into account. Read our Back to Basics ebook for more information on KPIs and how they should be tracked.

7. Retention campaigns

The proportion of users that are still active after a particular amount of time is known as your retention rate. According to our survey, the average retention rates are 26% on Day 1, 11% on Day 7, 7% on Day 21, and 6% on Day 30. However, retention rates might vary greatly depending on the app vertical. The same study explained why retargeting advertisements are often launched by advertisers during the first week following installation.

To increase LTV (lifetime value) and ROAS, app marketers might concentrate on retention. In order to retain users before this happens, it is important to understand where customers typically churn. You can increase engagement and income from people who already have your app installed by keeping them around for a longer period of time.

Retention rates might also point out areas where your software needs to be improved. For instance, if you see that your retention rate is exceptionally low on Day 1, there may be a sign-in problem or other issues with your onboarding process. Read Adjust's primer on key retention tactics to learn more about retention efforts. This contains the KPIs you must track, the events you should keep tabs on, and other best practices.

8. Email marketing

A mailing list is a fantastic tool to often update users and provide marketing materials. You can boost retention rates and create income using this app marketing method. Email marketing is the key driver in client retention for small to midsize enterprises.

Email marketing is an opt-in marketing channel, which is a big advantage. This implies that only individuals who have expressed interest will see your marketing materials. Email marketing is a fantastic way to provide special advantages to your most devoted customers.


Our Android app developers in India have an answer for everything you need to know about app development and marketing. Mobile app marketing is crucial to your success, even if you have the next revolutionary idea. No one may ever experience it if there is no app marketing to help spread the news!

Of course, not all of the tactics we've described here will work for your app. However, a well-planned strategy that integrates a few of them may be quite successful in getting consumers to download and utilize your app.