A mobile app strategy holds everything that may help your app meet success. It includes your app’s category, development tools, app policies, and protocols. Additionally, having a clear app strategy assists an app in succeeding financially.

Before you start developing your app, you should be sure about your app strategy. If you are not, you can take the help of your business managers and analysts; they will guide you the right way. Also, if you lack technical skills, your app strategy may be left with a few voids that you may miss. So, before you start, be well-prepared with every critical aspect.

For developing a perfect app strategy, you need to understand varied ways of marketing an app. We are here with a helpful post for you.

In this post, we will cover essential app strategies that will help you meet your business targets.

So, let’s start!

What Is Mobile App Strategy?

A mobile app strategy is a statement that includes various vital considerations, like relevant to recruiting skilled developers to craft an app, understanding how an app will integrate into a business and potentially communicate with customers, produce ROI, and turn into a valuable digital asset.

Market Research – Best Way To Develop App Marketing Strategy

Thorough market research will assist you in understanding how to use the app marketing approaches. Moreover, you will get answers to the below questions in the early phase of development only:

  • Who is the target audience of your app?
  • Why would they show interest in your product?
  • What approaches are your competitors following to target the same audience?

The smartest way to develop an app marketing strategy for your target audience is a user persona. Dividing demographics, mobile preferences, and app vertical-related unique identifiers will help you build a user persona. Every persona points to a group of users who are likely to hold a specific user journey. Being an app marketer, it’s your responsibility to fulfill their requirements and streamline the process.

Top App Marketing Strategies

Top App Marketing Strategies

App Portfolio

The app portfolio holds the details of the app’s nature, its target audience, and its possibilities. Once you are all set with the functionality of your app, you may move ahead towards specifying development standards and tools.

An app’s portfolio includes

  • App’s category
  • UserBase size
  • BYOD implementation
  • Cross-device compatibility
  • Interaction between an app and IoT device
  • Biometric identification for accessing documents, and more.

App’s Landing Page & Blog

An app’s landing page lets your users know about your app on desktop and mobile web. It’s a cost-effective mode where SEO helps in attracting new users.

While setting your app’s landing page, you should showcase a visualization about what users may expect if they install your app. Additionally, include links on your landing page to your app in the Google Play Store and the App Store with a clear call to action. Moreover, you may display user reviews, including screenshots.

Besides, on your website, you should keep your blog updated. It’s an additional way of using SEO to reach your target audience and find new users. Also, share your blog strategically across your social media channels. Additionally, for best results, you can strategize guest posts and also contribute to other blogs.

Support Infrastructure And Services

Before you host your app, you will always hold an uncertain number of users. It determines the support infrastructure that we would be using. We need to get it correctly as it’s linked to an app development environment and the budget.

  • Ensure the IaaS configuration to fix a budget and avoid going over the edge.
  • Determine the Continuous Integration Environment and DevOps.
  • Use the best server technologies for optimal performance.
  • Platforms standardization across DevOps.

App Development Tools

An app includes various parts, among which some need native tools while other functionalities may ask for a hybrid environment. Some of the essential points we should consider here are:

  • Single vs. Multiple app development teams
  • Choosing between Native, Cross-Platforms, and Hybrid development

It’s pretty easy to decide on a standalone, small-scale app because it involves just a single team.

Social Media Marketing

Being an app marketer, you should grip your social media activity. It’s a smart move to post across your social media channels regularly. You can use it to raise your product’s awareness and even more.

The content may include competitions, blog entries, user-generated content, and discussion threads for social media channels. Moreover, you can integrate social media into your app and allow users to share content quickly from your app onto their social media channels.

App Store Optimization

The process of improving your application’s visibility in the Google Play Store and the App Store is known as App Store Optimization. It is essential for your user journey as even if your campaign takes a large number of potential users to the App Store, your app still needs to be presented well to complete the installation. ASO holds the caliber to attract organic users without any cost.

Like SEO, ASO asks you to identify and use keywords that will assist your app rank higher in the App Store. You should include your app’s screenshots along with a video of in-app use. You can use secondary app categories to make your users find your app in more than one way.

For example, social media is the best way to develop a community and get users’ feedback who can’t be incentivized to connect with you in-app or through your site.

Influencer Marketing

An influencer marketing, a type of social media marketing, use product mentions and endorsements from influencers, the individuals holding a dedicated social following, and are widely known as experts in their respective niche.

Influencer marketing performs well because of the trust social influencers have developed with their following. The recommendations from them work as social proof to your brand’s potential customers.

For example, influencers can create lookbooks using the app to feature across your app and share on their social media channels. It is one of the fantastic ways to introduce the users to your app’s functionality and offer them an exceptional reason to install based on their interest in an influencer.

Read More: App Monetization Strategies

Set Your KPIs (Key Performance Indicators)

The success of your app marketing strategy is related to KPIs. KPIs factor in in-app activity, and the campaign measures the app’s performance and matters a lot to your goals. Measuring performance using these KPIs will offer you a clear view of different areas of improvement of your unique app ideas and where it’s performing as expected.

You need to know all the important KPIs that include Active Users, Daily, Weekly, and Monthly (DAU, WAU, MAU), Cost per Install (CPI), Cost per Install (CPI), and Cost per Mille (CPM). Moreover, you need to consider Conversion Rate, Click-Through Rate (CTR), Churn, and Retention Rate.

Paid User Acquisition Campaigns

The practice of attracting new users to your app using paid ads is known as paid user acquisition. This strategy demands you to set up campaigns and fix your ad expense over time for better results. Additionally, you should know the users you want to bring to your app ideas and the in-app actions you want them to take.

You would need to keep an eye on data and spot the trends in customer behavior to analyze your campaign’s success and adjust your expense for the best results. Later your attribution provider helps you measure these results by keeping track of users who performed every action. Also, you will get reports revealing the best-performing channels.

Email Marketing

The best way to update users and send promotional offers regularly is by creating a mailing list. This app marketing strategy can assist you in improving retention rates and generating revenue. Email marketing is the chief driver in customer retention for small-mid-size businesses.

The best part about email marketing is that it’s an opt-in marketing channel. Moreover, it’s a fantastic way to provide unique benefits to your loyal users.

You need to personalize emails for better results, and CTA is also important for email marketing campaigns.

Retention Campaigns

The percentage of users who are still active even after a certain period is your retention rate.

App marketers can target retention as the best way to enhance lifetime value and ROAS (Return On Advertising Spend). The target is to identify where users typically churn and retain them before this happens. By retaining users for an extended time, you will get enhanced engagement and revenue from the users who have already installed the app.

Retention rates can assist in highlighting the areas of app improvement.

For example, if you notice a low retention rate on Day 1, there may be a problem with signing in or other onboarding experiences.

Hire mobile app developers

Build Your App’s Media Strategy

A perfect way to spread awareness of your application and get free exposure is a media strategy. Even local news sources can assist with lots of links and can uplift your story quickly. But, be sure that you shouldn’t follow a business pitch to reporters; instead of that, target how your app is newsworthy.

System Monitoring And Governance

After setting the standards for both development and deployment, you should define and monitor the standards of operation for your app. As per the technologies you use, governance standards assist in keeping aside unwanted anomalies from the development and testing process. It includes:

  • Building policies for system scale-up and migration.
  • Setting the guidelines for app development tools.
  • Set the parameters and standardization for troubleshooting and targeting resource reusability.
  • Make sure that the app strategy permits innovation, speed of deployment and optimizes cost.
  • Determining that the app strategy stays the same across the company
  • Choose a mobile app testing type that can save your app development cost and time


So, you might have understood that you should start building your app strategies to make your app reach more users, and they may know about your app. Ahead, it will help in making your app business a success.

You may follow the app strategies we have mentioned or may hire a leading app development company. It will help you with every aspect that would be beneficial for your app.

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CTO at Emizentech and a member of the Forbes technology council, Amit Samsukha, is acknowledged by the Indian tech world as an innovator and community builder. He has a well-established vocation with 12+ years of progressive experience in the technology industry. He directs all product initiatives, worldwide sales and marketing, and business enablement. He has spearheaded the journey in the e-commerce landscape for various businesses in India and the U.S.