Building a great app is half the battle. Marketing determines whether it succeeds. This guide covers proven strategies to launch and grow your mobile app in 2025.
Marketing Funnel Overview
┌─────────────────────────────────────────────┐
│ AWARENESS │
│ (People learn your app exists) │
│ ├── ASO, Social Media, PR, Ads │
└───────────────────┬─────────────────────────┘
▼
┌─────────────────────────────────────────────┐
│ ACQUISITION │
│ (People download your app) │
│ ├── App Store, Website, Referrals │
└───────────────────┬─────────────────────────┘
▼
┌─────────────────────────────────────────────┐
│ ACTIVATION │
│ (People use your app's core feature) │
│ ├── Onboarding, First-time experience │
└───────────────────┬─────────────────────────┘
▼
┌─────────────────────────────────────────────┐
│ RETENTION │
│ (People keep coming back) │
│ ├── Push notifications, Email, Features │
└───────────────────┬─────────────────────────┘
▼
┌─────────────────────────────────────────────┐
│ REVENUE │
│ (People pay for value) │
│ ├── Subscriptions, IAP, Ads │
└───────────────────┬─────────────────────────┘
▼
┌─────────────────────────────────────────────┐
│ REFERRAL │
│ (People recommend to others) │
│ ├── Share features, Referral programs │
└─────────────────────────────────────────────┘
Pre-Launch Strategy (2-3 Months Before)
1. Define Your Target Audience
Audience Research Questions:
├── Demographics: Age, location, income
├── Psychographics: Interests, values, lifestyle
├── Pain points: What problem does your app solve?
├── Current solutions: What are they using now?
├── Where they hang out: Social platforms, forums
└── How they discover apps: Search, social, word of mouth
2. Build Landing Page
Landing Page Elements:
├── Clear value proposition
├── App screenshots/video
├── Key features (3-5 max)
├── Social proof (if available)
├── Email signup for launch notification
├── App Store badges (coming soon)
└── FAQ section
3. Create Waitlist
// Example waitlist strategy
const waitlistTiers = {
basic: {
reward: 'Early access',
requirement: 'Sign up'
},
referral: {
reward: 'Premium features free for 3 months',
requirement: 'Refer 3 friends'
},
superUser: {
reward: 'Lifetime premium + recognition',
requirement: 'Refer 10+ friends'
}
};
4. Content Marketing Foundation
Content Calendar (Pre-Launch):
├── Week 1-4: Problem-focused content
│ └── "Why [problem] is costing you [benefit]"
├── Week 5-8: Solution-focused content
│ └── "How to solve [problem] effectively"
├── Week 9-10: Product teasers
│ └── "We're building something to solve [problem]"
└── Week 11-12: Launch countdown
└── "Get early access to [App Name]"
App Store Optimization (ASO)
Title Optimization
iOS Title: Up to 30 characters
Android Title: Up to 30 characters
Formula: [Brand Name] - [Primary Keyword]
Examples:
├── Good: "Notion - Notes & Docs"
├── Good: "Calm - Sleep & Meditation"
├── Bad: "Notion" (wastes keyword space)
└── Bad: "Best Notes App Ever!!" (spammy)
Subtitle/Short Description
iOS Subtitle: Up to 30 characters
Android Short Description: Up to 80 characters
Include:
├── Secondary keywords
├── Value proposition
└── Differentiation
Examples:
├── "Track habits, build routines"
├── "Free photo editor & filters"
└── "Budget tracker & bill reminder"
Keyword Research
Keyword Research Process:
1. Brainstorm seed keywords
2. Use tools (AppTweak, Sensor Tower, ASO.dev)
3. Analyze competitor keywords
4. Check search volume vs competition
5. Target mix of high-volume and low-competition
Keyword Selection Criteria:
├── Relevance: Must describe your app
├── Volume: Enough searches to matter
├── Difficulty: Achievable ranking
└── Intent: Users looking for your solution
App Description
Description Structure (First 3 Lines Critical):
├── Line 1: Hook with main benefit
├── Line 2-3: Key features summary
├── [Read More fold]
├── Detailed features with keywords
├── Social proof (awards, reviews, press)
├── Call to action
└── Contact information
Screenshots and Video
Screenshot Best Practices:
├── First 2 screenshots most important (visible before tap)
├── Show app in action, not static screens
├── Add text overlays explaining benefits
├── Maintain consistent visual theme
├── Show real content, not placeholder
└── Test different orders with A/B testing
Video (App Preview):
├── Duration: 15-30 seconds optimal
├── Show core functionality immediately
├── No long intros or logos
├── Demonstrate value proposition
└── Include captions (many watch muted)
Ratings and Reviews
Review Optimization:
├── Ask at the right moment (after positive action)
├── Use native review prompts (limited to 3x/year on iOS)
├── Respond to all reviews (especially negative)
├── Fix issues mentioned in reviews quickly
└── Never incentivize reviews (against policy)
Good Timing to Ask:
├── After completing a task successfully
├── After using app X times
├── After achieving a milestone
└── After a positive interaction
User Acquisition Channels
1. Paid Advertising
Apple Search Ads:
Setup:
├── Start with Search Match (auto)
├── Add exact keywords for top performers
├── Bid on competitor brand names
├── Use Creative Sets for A/B testing
└── Target by demographic and device
Budget Allocation:
├── Discovery campaigns: 20%
├── Brand campaigns: 30%
├── Competitor campaigns: 25%
└── Category campaigns: 25%
Expected CPI: $1-5 (varies by category)
Google Ads (App Campaigns):
Ad Types:
├── Universal App Campaigns (UAC)
├── Search ads
├── Display ads
├── YouTube ads
└── Play Store ads
Best Practices:
├── Provide variety of creative assets
├── Let Google's ML optimize
├── Set realistic CPA targets
├── Run for 2+ weeks before judging
└── Test different optimization goals
Expected CPI: $0.50-3 (varies by geo)
Social Media Ads:
Platform Selection:
├── Facebook/Instagram: Broad reach, good targeting
├── TikTok: Gen Z, viral potential
├── Twitter/X: Tech-savvy, B2B
├── Snapchat: Young demographic
└── Pinterest: Visual/lifestyle apps
Creative Best Practices:
├── Native-looking content (not ads)
├── First 3 seconds hook
├── Vertical video (9:16)
├── Show app in use
└── Clear CTA
2. Organic Channels
Content Marketing:
Content Types:
├── Blog posts (SEO traffic)
├── YouTube tutorials
├── Social media content
├── Podcasts
├── Guest posts
└── Press coverage
Content Ideas:
├── How-to guides related to app's purpose
├── Industry trends and insights
├── User success stories
├── Behind-the-scenes development
└── Comparisons with alternatives
Social Media Organic:
Platform Strategy:
├── Instagram: Visual storytelling, Reels for reach
├── Twitter/X: Industry conversations, support
├── TikTok: Viral moments, tutorials
├── LinkedIn: B2B, thought leadership
└── Reddit: Community engagement (careful not to spam)
Content Mix:
├── 40% Value content (tips, how-tos)
├── 30% Engagement (questions, polls)
├── 20% Brand (features, updates)
└── 10% Promotional (downloads, offers)
Influencer Marketing:
Influencer Tiers:
├── Nano (1K-10K): High engagement, affordable
├── Micro (10K-100K): Good reach, targeted
├── Mid (100K-500K): Broad reach, moderate cost
└── Macro (500K+): Maximum reach, expensive
Compensation Models:
├── Free app access
├── Affiliate commission
├── Flat fee
├── Revenue share
└── Equity (rare, for major influencers)
3. Referral Programs
// Referral Program Structure
const referralProgram = {
referrer: {
reward: '1 month premium free',
condition: 'When friend completes signup'
},
referee: {
reward: '2 weeks premium free',
condition: 'On first app open from link'
},
mechanics: {
shareOptions: ['SMS', 'Email', 'Social', 'Copy Link'],
tracking: 'Unique referral codes',
limit: '10 referrals per user per month'
}
};
Retention Strategies
Onboarding Optimization
Onboarding Best Practices:
├── Keep it short (3-5 screens max)
├── Show value before asking for signup
├── Progressive profiling (don't ask everything upfront)
├── Personalize experience based on answers
├── Include skip option
└── A/B test continuously
Onboarding Metrics:
├── Completion rate: >70% target
├── Time to complete: <60 seconds
├── Drop-off points: Identify and fix
└── Activation rate: Users completing core action
Push Notification Strategy
Push Notification Types:
├── Transactional: Order updates, receipts
├── Behavioral: Based on user actions
├── Promotional: Sales, new features
├── Re-engagement: Return after inactivity
└── Social: Friend activity, comments
Best Practices:
├── Personalize with user name and behavior
├── Optimal timing (based on user timezone/behavior)
├── Don't over-send (2-5/week max usually)
├── Provide value in every notification
├── A/B test messages
└── Respect user preferences
Email Marketing
Email Sequences:
├── Welcome series (Days 1, 3, 7)
├── Onboarding tips (based on progress)
├── Feature highlights (weekly digest)
├── Re-engagement (after X days inactive)
├── Milestone celebrations
└── NPS/feedback requests
Email Metrics to Track:
├── Open rate: >20% good
├── Click rate: >3% good
├── Unsubscribe rate: <1% target
└── Conversion rate: varies by goal
In-App Engagement
Engagement Features:
├── Streaks: Daily usage rewards
├── Achievements: Milestone badges
├── Leaderboards: Social competition
├── Progress tracking: Visual advancement
├── Personalization: Customized experience
└── Social features: Sharing, friends
Measuring Success
Key Metrics (KPIs)
Acquisition Metrics:
├── Downloads
├── Cost per install (CPI)
├── Install conversion rate
├── Source attribution
└── Organic vs Paid ratio
Engagement Metrics:
├── Daily Active Users (DAU)
├── Monthly Active Users (MAU)
├── DAU/MAU ratio (stickiness)
├── Session length
├── Sessions per user
└── Feature usage
Retention Metrics:
├── Day 1 retention: >40% good
├── Day 7 retention: >20% good
├── Day 30 retention: >10% good
├── Churn rate
└── Cohort analysis
Revenue Metrics:
├── ARPU (Average Revenue Per User)
├── ARPPU (Average Revenue Per Paying User)
├── LTV (Lifetime Value)
├── LTV:CAC ratio (>3:1 target)
└── Conversion rate to paid
Analytics Tools
Essential Tools:
├── Firebase Analytics: Free, comprehensive
├── Amplitude: User behavior, funnels
├── Mixpanel: Event tracking, cohorts
├── Adjust/AppsFlyer: Attribution
├── App Store Connect/Play Console: Store data
└── RevenueCat: Subscription analytics
Launch Day Checklist
Week Before:
□ App Store listing finalized
□ Screenshots and video ready
□ Press kit prepared
□ Influencer posts scheduled
□ Email to waitlist ready
□ Social media posts scheduled
□ Support team briefed
□ Analytics verified working
□ Server capacity confirmed
Launch Day:
□ Submit app for review (if not done)
□ Send waitlist email
□ Post on social media
□ Reach out to press
□ Monitor app reviews
□ Engage on social media
□ Track analytics in real-time
□ Address any issues immediately
Week After:
□ Analyze launch metrics
□ Respond to all reviews
□ Send follow-up to press
□ Share user stories
□ Plan first update based on feedback
□ Report to team/stakeholders
Budget Allocation
Startup Budget ($5,000-10,000)
Allocation:
├── ASO tools: $200-500/month
├── Apple Search Ads: $2,000-4,000
├── Social ads: $1,000-2,000
├── Content creation: $500-1,000
├── Influencer (nano/micro): $500-1,500
└── Tools/analytics: $300-500/month
Growth Budget ($10,000-50,000)
Allocation:
├── Apple Search Ads: $3,000-10,000
├── Google Ads: $2,000-8,000
├── Social ads: $3,000-15,000
├── Influencer marketing: $2,000-10,000
├── Content marketing: $1,000-5,000
└── PR/Press: $1,000-3,000
Scale Budget ($50,000+)
Allocation:
├── Paid acquisition: 50-60%
├── Influencer/partnerships: 15-20%
├── Content/SEO: 10-15%
├── Tools/analytics: 5-10%
└── Testing/experimentation: 10-15%
Common Mistakes to Avoid
Marketing Mistakes:
├── Launching without ASO optimization
├── Spending on ads before product-market fit
├── Ignoring retention (focus only on acquisition)
├── Not tracking attribution properly
├── Copying competitor strategy blindly
├── Inconsistent brand messaging
├── Neglecting user reviews
└── Expecting overnight success
Conclusion
Successful app marketing requires a balanced approach across the entire funnel. Focus on:
- Pre-launch: Build anticipation and email list
- ASO: Optimize for organic discovery
- Paid acquisition: Start small, optimize, scale
- Retention: Keep users engaged long-term
- Measurement: Track everything, iterate constantly
Marketing is not a one-time effort but an ongoing process of testing, learning, and optimizing.
Need help marketing your app? Contact Hevcode for a consultation on app marketing strategy tailored to your goals and budget.