App Marketing: 90 Day App Launch Marketing Plan
SEPTEMBER 29, 2019

App Marketing- 90 Day App Launch Marketing Plan

Congrats on getting your app out there! Your work is only beginning, and you still have a long way to go. You need to make sure that your app is downloaded by as many users as possible to really make a profit. Pushing for your app is crucial, as it can get lost among millions of apps in the app stores, which is where app marketing comes into play.

You also have to keep a tab on engagement, as 3 out of 10 apps end up getting uninstalled within 30 days!

So how do you ensure your app becomes famous?

You need to follow an app marketing plan to beat the competition and we will show you exactly how in this guide! But first, let's explore some important metrics you need to consider.


Focus on Engagement and Retention

The key to app marketing is - engagement and app retention are the metrics you need to keep your eyes on. When both are high, your app is on the right path to success.

App engagement: Refers to the active users of your app. According to Localytics, highly engaged users should interact with your app at least ten times a month if you have an effective app marketing plan, these numbers should match up.

App retention: Refers to the number of users who use your app again after the first time within three months. A highly retained user should return to your app at least once in 30 days.


Marketing Techniques to Boost App Popularity

Use the following tactics to put your app marketing in the limelight-

Create an online presence: Build an online presence to attract more users. You can use social media and blogs for marketing your app.

Push for positive reviews: Make sure your app is free from glitches and bugs to encourage positive reviews. You can request for review using review pop-ups or in-app notifications, which is another branch of your app marketing plan.

Offer excellent customer service: Provide excellent customer service to make users happy and take advantage of their word-of-mouth marketing. Also, answer to queries and feedback left by your users.

Consider search ads: 27% users discover mobile apps through search engines. You can invest in paid search ads or PPC to boost your downloads considerably.

Encourage reviews: You can approach industry and tech websites, media houses, influencers and experts to review your app. People trust such sources and are likely to try your app if you get good reviews.


The Perfect Mobile App Marketing Plan

Here's a concise app marketing plan that you can use for your new app. Be sure to integrate the techniques we discussed above in your marketing plan for the best results.

Phase 1: Pre-Launch

The first stage is to prepare your app for the app stores.

  • Give an appealing and strategic name to your app
  • Conduct market research to position your app and develop relevant content
  • Pay heed to ASO (App store optimization) to boost visibility and ranking

Here's a list of the factors that affect your ASO-

Title: Use a memorable and striking title with your target keyword.

Description: Detail the USP of your app and the pain points it solves. Try to highlight the experience rather than trying to sell your app. Sprinkle keywords naturally in the description.

Icon: You need an appealing icon that persuades users to download your app. Create a great first impression with a great icon and boost conversions by 35%.

Screenshots: Include screenshots of your app in action and highlight the unique features.

Phase 2: Launching

You should look to increase the visibility of your app in this stage.

  • Rank your app higher in app stores by purchasing paid installs
  • Submit your app to various sites and publications for reviews
  • Take help of paid campaigns on social media
  • Develop and create content for building an online presence and social profiles
  • Go for press releases to increase exposure

Phase 3: Maintaining Interest

Take measures to maintain the interest of your users to improve your app engagement and retention.

  • Approach influencers to market your app to more users
  • Entice users with push notifications to keep using the app
  • Update your app regularly to take care of bugs and issues
  • Offer some features or the app for free for a limited time to boost downloads

Phase 4: Track Crucial KPIs

You should track your key performance metrics from phase 1 to refine your marketing plan. Some key performance indicators include-

  • Number of downloads
  • Daily active users / monthly active users
  • Retention rate
  • Stickiness rate (chances of converting monthly users to active users)
  • Daily usage of the app



Every app needs an app marketing plan to ensure downloads and retention. Be sure to track your performance so that you can adjust your campaign and promote the most effective ways to increase user engagement and retention.




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