5 Effective Post-Launch Mobile App Marketing Strategies You Should Consider in 2019


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Photo by Charis Gegelman

With the billions of smartphone users today, mobile apps have become a part of our day to day lives. Last year, there were 205 billion apps downloaded and in 2022 the number is expected to grow to over 250 billion.

After reading these impressive statistics you might ask yourself: “How am I supposed to make people choose mine?” At first sight, the number of downloads is way larger than the one of the mobile apps. In fact, this comforts many app-owners, making them think that launching an app is enough and downloads come themselves. However, that’s not how things work. There are many apps on the market that were downloaded only a few hundred times, and thousands of apps (25%) that are downloaded but used only once, then abandoned.

Creating a solid marketing strategy is crucial for your app’s success. Keep in mind that mobile apps account for over 90% of internet time on smartphones and 77% of it on tablets. Nearly half of app time occurs in the individual’s top app and the rest goes for the other top five. These apps are usually highly engaging or even sometimes addicting. Their functionality and marketing strategies keep users coming back for more every day. Once you’ve gone through the process of developing your mobile app, doing marketing is the next crucial step. For that reason, we’re going to share five of the most effective post-launch mobile app marketing strategies you should consider in 2019.

Social Media

Currently, there are 2,77 billion social media users around the world. If your business has no presence there, then you’re seriously missing out. Same goes for your mobile app. What better way to reach people than through social media?


Focus on platforms that are popular among your target audience. Some informative, yet fun content, like blog posts, videos and photos can attract more people to your brand, respectively to your app as well. Make sure to have an active presence. Join relevant groups if you want to gain awareness among the specific audience. For maximum exposure, you might consider paid promotions. A paid app install campaign on Instagram. Facebook or Twitter will increase your downloads for sure.

Building a social media strategy could be a great part of your overall marketing one. Your app’s presence there is a must if you want to reach more people.

Use Search Ads

Search ads are another great thing to include in your marketing strategy if you want more exposure and downloads. A great number of mobile apps are discovered exactly through search engines.

People look to find new apps and when they do it on search engines, it often turns out that the app they’ve downloaded was actually promoted with a search ad. Half of the app downloads are prompted by a search ad. This has made marketers rethink their brand’s approach to app discovery.

Search ads don’t just raise the visibility but also drive app downloads. That’s because they are there at the exact moment when users actively look for apps. Search ads are a great way to make your app stand out among thousands of competitors.

Submit to Review Sites

The more reviews your app gets from popular media sources or app review sites, the more users will trust to download it. An expert’s assessment of it is golden when it comes to your marketing strategy.

Submitting to review sites has numerous benefits. It creates awareness within a loyal audience and increases your app store rating. Furthermore, it makes your app look way more reliable and trustworthy. Keep in mind that such sites are users’ trusted resources which provide unbiased reviews.

Provide Highest – Quality Customer Service

The key for creating a good word of mouth and less negative reviews is providing high-quality customer support. This allows you to engage with users so that you’re able to build a feeling of advocacy and loyalty.

Provide consumers with easy ways to communicate with you. Add the “send feedback” button with CTA’s like social media platforms, email or in-app chat. Social media again tends to be the most preferred way of customers looking for some kind of support. Furthermore, the customer service you provide on social media results in your likes, shares, and comments so you need to make sure it’s the best possible. Users that share their positive experience can actually increase the number of downloads of your app, as they make it look more reputable.

Encourage Users Reviews

As we mentioned in our last point, user reviews help you grow your fan base and attract new consumers. In fact, according to research, 84% of people trust online reviews as much as friends. The more review your app has, the more trustworthy it looks. User reviews increase the credibility, engagement, and loyalty for your mobile app. This means requesting these reviews is essential. A way to do that is through in-app notifications. However, keep in mind that notifications are permission-based. Asking too insistently means sending too many messages, which could be annoying to users and lead to disabling them or deleting the app in general.

Photo by Austin Distel

Adding game machines to your marketing strategy can be a nice way to motivate a review process for users in an entertaining way. Also, don’t rush to asking for a review. Let users enjoy your app first. If their experience is positive they’ll be more willing to leave a nice review.

Promotion is Key

Developing an app without a good post-launch marketing strategy is like manufacturing products that never leave the factory. What’s the point of an amazing app if people don’t see it.

With the fierce competition on app markets today, extra effort is needed if you want to make your mobile app stand out. You need a well-balanced paid and organic promotion so that you reach as many potential users as possible. Wisely applied tactics in a solid post-marketing strategy will provide your app with the exposure it needs to be successful.

Dana Kachan
Dana Kachan is the author, keynote speaker, marketing consultant, and startup advisor. She has been consulting tech startups and established companies in the United States, Singapore, Poland, Israel, and Ukraine. Dana has been a guest marketing speaker at the World Digital Weeks 2021 and European Digital Week 2020. She is also a co-author of the book "Business-Driven Digital Product Design."


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