App marketing: how to successfully promote your app

You have developed a smart app, ready to make users’ lives easier, more enjoyable, or more efficient. But how do you ensure your app actually stands out among the millions of apps available today? That’s where app marketing makes the difference. Experienced app marketers play a crucial role in the success of app marketing through their expertise in effectively promoting apps and digital products. A well-thought-out marketing strategy not only increases downloads but also drives engaged users, better reviews, and sustainable growth. In this article, you’ll discover how to promote your app effectively, which strategies truly work, and why the success of many apps begins with a strong marketing approach.

What is app marketing?

App marketing is the process of attracting, activating, retaining, and converting users in app stores. It’s not just about achieving as many installs as possible, but also about long-term engagement, positive reviews, and ultimately, return on investment. A successful marketing strategy touches every stage of the user journey: from initial discovery to daily use. App store optimisation is an essential part of app marketing to generate more downloads and users by making the app visible to the right target audience.

A good approach starts even before launch. Consider your positioning, the right business model, and smart features that meet the needs of end users. Want to learn more about that process? Discover more about having an app created with a strategy that directly targets your audience.

What are the benefits of app marketing?

A targeted app marketing approach delivers lasting advantages:

• More visibility: your app is easier to find in app stores and on external platforms

• Higher conversions: you reach the right audience, resulting in more quality downloads. Platforms like Facebook and Instagram help you target ads very precisely to a specific audience.

• Better retention: you keep users active longer through valuable communication

• Stronger brand positioning: you build a brand that users trust and recommend

• Faster ROI: your investments in development pay off sooner thanks to smart use of marketing channels

Without marketing, your app’s potential remains untapped. With the right strategy, you truly give your app the chance to grow.

How do you promote an app?

Promoting your app is essential for increasing visibility and downloads. We highlight the key strategies for you.

1. App Store Optimisation

App Store Optimisation (ASO) is similar to SEO, but for apps. It focuses entirely on improving your visibility in the App Store and Google Play. By optimising your title, description, and visuals, you improve your ranking for relevant search queries. At the same time, you increase conversion from visitors to installs by presenting your app visually appealing and convincingly. At DTT, we use a data-driven approach for app store optimisation, where we continuously test and improve your app and app store page.

2. App store advertising

App Store Advertising (ASA) is a form of paid visibility within app stores such as Apple Search Ads and Google App Campaigns. This allows you to reach users exactly when they’re searching for an app like yours. You only pay when someone clicks your ad, and you can precisely target keywords, regions, or device types. This strategy works particularly well for new apps or campaigns around updates and offers. Starting with small-scale A/B tests helps you quickly optimise for results. App ads also appear on Google’s display network and YouTube, which helps raise awareness based on relevant search terms.

3. Social media & influencer marketing

Social media is a powerful channel for building a community around your app. With targeted ads on platforms like Instagram, TikTok, and Facebook, you reach audiences based on interests, behaviours, and lookalikes. You can also collaborate with influencers who appeal to your target group. Especially micro-influencers often have high engagement and can promote your app authentically in stories, reels, or videos. Use clear calls-to-action and deeplinks to your app store page for direct conversions. YouTube is also a strong platform for app marketing, both organically and through paid ads.

4. Publicity through press releases (PR)

A well-timed press release can generate significant visibility and credibility. Think media attention at your app launch, a partnership with a well-known brand, or when you add innovative features. Through tech blogs, trade media, or national press, you bring your app to a new audience and strengthen your SEO value via backlinks. Blogs are an important part of the marketing mix to inform and engage your target audience.

5. Email marketing

Email marketing is a powerful way to reach potential users and convince them to download your app. Well-crafted email campaigns can inform your audience about the unique features and benefits of your app. It’s crucial to optimise your email marketing campaigns to reach the right audience and achieve high open and click rates. Consider personalised messages tailored to the interests and needs of your users. Additionally, you can encourage word-of-mouth by asking satisfied users to share reviews and recommendations. This not only increases your reach but also builds a loyal user base.

6. Landing pages

A landing page is an essential part of your app marketing strategy. This dedicated page on your website is designed to convince visitors to download your app. An effective landing page should be clear and straightforward, with a strong focus on your app’s benefits and features. Use attractive images and clear text to convey your message. A strong call-to-action, such as a “Download now” button, is indispensable to encourage visitors to act. Well-designed landing pages help you generate more downloads and increase your app’s visibility in the app stores.

7. Data-driven marketing

Data-driven marketing is an approach where you use data and analytics to develop and optimise your marketing strategy. By gaining insights into user behaviour, you can better tailor your campaigns to their needs and preferences. Collect and analyse the right data to understand which aspects of your app are most valued and where improvements are possible. Adjust your marketing strategy based on these insights to promote your app and generate more downloads. Moreover, data-driven marketing can increase user retention, enabling sustainable growth.

8. Retention and reactivation

Getting a user to download your app is one thing, but keeping them active is a bigger challenge. Retention strategies keep your audience engaged. Think personalised push notifications, emails about new features, or a loyalty system within the app. Reactivation campaigns are also valuable: they target users who haven’t opened your app for some time. By analysing behaviour well and building in triggers, you increase the Lifetime Value (LTV) of your users. This maximises the return on your marketing efforts. Attracting and retaining active users is crucial for an app’s success.

How do you make money with app marketing?

Whether you work with a free app or a paid model, the ultimate goal of app marketing is often revenue. Common monetisation models include:

• Freemium: free basic features, paid upgrades

• Subscriptions: monthly or yearly recurring revenue

• In-app purchases: especially suitable for games or extra features

• Advertising revenue: with banners or rewarded ads

• One-time purchase: for specialist or premium apps

An integrated marketing approach is essential for successfully launching digital products, including apps. Want to learn more? In this article, we explain how to make money with apps and which strategy best fits your concept.

Successful app marketing starts with the right foundation

Marketing is only effective if the app itself is solid. Speed, user-friendliness, and visual appeal largely determine whether your campaign succeeds. Therefore, from day one, ensure:

• Scalable technology

• UX and UI that match your target audience

• Built-in analytics tools

• Marketing readiness: ASO, deeplinks, tracking

A well-developed app is essential for the success of your marketing campaign. At DTT, we build apps that are ready for promotion from the very first version. Read more about having an app created and how we combine technology and marketing from the start.

Choose an expert in app marketing

Promoting an app requires more than a one-time campaign. It is a continuous process of analysing, adjusting, and optimising. Successful app marketing combines strategy, creativity, and technical foundation. Whether you’re working on a new app or want to get more out of your existing downloads, the difference is in the approach. The right app marketing is essential to get an app to the top of the charts.

Curious how your app can take the next step? Get in contact for a free consultation or discover our references.