In this article · 9 sections
Key takeaways
- App marketing starts 4 to 12 weeks before launch with a defined audience, a one-sentence pitch, a landing page and an email waitlist.
- Prepare an optimised store listing and a press kit before launch, and collect beta testers to learn what users would tell a friend.
- Concentrate launch activity in a short window: email the waitlist, post a demo video and send personalised pitches to creators in your niche.
- After launch, grow through ASO, helpful content, community and partnerships; start paid ads only once you know retention and lifetime value.
- Track the full funnel from store views to installs, activation, day 1, 7 and 30 retention and acquisition cost per channel.
Building a good app does not guarantee that anyone will find it. Thousands of apps are released every day, and the stores will not promote yours on its own. App marketing is the ongoing effort of helping the right people discover your product, try it and stay. It starts well before launch and continues long after.
This plan walks through the stages in order.
Before you market: define the basics
Answer these questions in writing:
- Who is the app for? Be specific. “Everyone” is not an audience.
- What problem does it solve, and how is it different from alternatives?
- What is the one-sentence pitch?
- What does success look like? Installs, active users, sign-ups, revenue?
If you have not validated the idea yet, begin with user interviews and the MVP planning guide.
Phase 1: Pre-launch (4 to 12 weeks before)
Build your foundation
- Landing page: a simple page explaining the app, with an email sign-up for launch updates. Make it fast and clear. See landing page best practices.
- Brand basics: name, logo, colours and tone. Our brand identity guide can help.
- Social profiles on the platforms where your audience spends time
Start conversations
- Share the problem and the journey of building, not just announcements
- Join communities where your audience gathers, and contribute helpfully before promoting
- Collect beta testers through a waitlist or testing program, and learn from their feedback
- Ask early supporters what they would tell a friend. The words they use are your best marketing copy.
Prepare the store listing
Create your listing carefully, with keyword research, a clear title and subtitle, benefit-led screenshots and a short preview video. See our ASO guide, keyword research and screenshots guide.
Prepare assets and a press kit
Gather a logo, screenshots, short description, founder story, a demo video and contact details in one shared folder. Make it easy for writers and creators to cover you.
Phase 2: Launch
Choose your launch approach
A soft launch in one market or with beta users lets you fix problems before a wider push. A larger public launch can follow once metrics look healthy.
Concentrate attention
Launch activity works best when concentrated in a short window.
- Email your waitlist on launch day
- Post across your social channels, with a short demo video
- Reach out to bloggers, newsletter writers, podcasters and creators in your niche with a personalised pitch, not a mass blast
- Share on relevant communities and launch platforms, following their rules about promotion
- Ask friends and early users to share, without incentivising ratings, which breaks store policies
Make the first session great
Marketing brings people to the door. Onboarding decides whether they stay. Monitor activation closely in the first days.
Phase 3: Post-launch growth
Store optimisation
Keep improving the listing through keyword updates, experiments and fresh screenshots. Encourage reviews ethically using the practices in our ratings and reviews guide.
Content marketing
Create helpful content for your audience: articles, tutorials, videos and guides that attract search traffic and build trust. See content marketing for startups. Short-form video can reach new people quickly.
Community
Build a place where users can ask questions, share tips and feel part of something, such as a Discord server, a forum or social groups. Responsive, human support turns users into advocates.
Partnerships and referrals
Partner with complementary products, creators and communities. Consider a thoughtful referral program once retention is strong.
Paid acquisition
Paid ads can scale what already works but are costly when the funnel leaks.
- Start only when you know your retention and lifetime value
- Test small budgets across channels and creatives
- Judge by cost per retained or paying user, not just cost per install
- Follow platform and privacy rules for tracking and consent
Lifecycle messaging
Use push notifications, email and in-app messages to help users reach value, return and discover features, without overdoing frequency.
Measure and iterate
Track the full funnel:
- Impressions and store page views
- Install conversion
- Activation
- Retention (day 1, 7 and 30)
- Revenue or the key business outcome
- Acquisition cost by channel
Set up analytics before launch so you can see what works. Double down on channels that deliver retained users and cut the rest.
Sample timeline
| When | Focus |
|---|---|
| 8 to 12 weeks before | Audience research, landing page, social presence, waitlist |
| 4 to 8 weeks before | Beta testing, store listing, content, press kit |
| 1 to 3 weeks before | Outreach, final polish, scheduled posts |
| Launch week | Concentrated announcements, support, monitoring |
| Weeks 2 to 12 | ASO iteration, content, community, partnerships |
| Ongoing | Retention, experiments, selective paid growth |
Common mistakes
- Marketing before the product retains users
- Launching without a way to reach early fans
- Spamming communities with promotional posts
- Ignoring store optimisation
- Spending on ads without tracking
- Stopping after launch week
Checklist
- Audience and pitch defined
- Landing page and waitlist live
- Beta feedback collected
- Store listing optimised
- Press kit and outreach list ready
- Launch plan with a concentrated window
- Analytics tracking activation and retention
- Content, community and partnership plans
- Paid tests only after funnel basics work
Final thoughts
App marketing is a long game built on understanding your audience, delivering value fast and learning from data. Start early, be consistent and focus on retention as much as installs. For support with positioning, store optimisation and growth, see our ASO and growth service or contact us.
Frequently asked questions
When should I start marketing my app?
Four to twelve weeks before launch: define the audience and pitch, set up a landing page with a waitlist, prepare the store listing and collect beta testers.
How do I get my first app users?
Email your waitlist on launch day, share a short demo, contribute helpfully in communities where your audience gathers, and pitch relevant bloggers, newsletter writers and creators personally.
Should I run paid ads for a new app?
Only once you know your retention and lifetime value. Test small budgets and judge channels by cost per retained or paying user, not cost per install.
What metrics matter for app marketing?
Store impressions and page views, install conversion, activation, day 1, 7 and 30 retention, revenue or your key outcome, and acquisition cost by channel.
