The 6 Most Important Mobile App Marketing Lessons

appThis guest post is by one of Clarity’s top experts, Sylvain Gauchet. When it comes to marketing your mobile application he has helped startups all over the world and has quite a bit of experience to show for it, including:

  • Being an all-knowing jedi master of App Store Optimization (ASO)
  • Co-Founding Apptamin who’ve helped hundreds of developers market their apps
  • Created app videos for a range of big ticket startups like, Chupa Mobile, Twitchat and many more


The idea of “build it and they will come” just doesn’t work, even in a crowded market. We see app developers still releasing apps without any (or not enough) feedback from customers or any real app marketing strategy. The result is your worst nightmare… not having the traction you hoped for.

It doesn’t have to be that way though. And if you’re an app developer you can get a lot of good tips from successful startups on how to build the right product and market your app.

1. Easiest Way To Do Market Research

Considering the amount of time and/or money you’re going to put into building your app, you want to make sure there’s a demand for it.

You want to fill a gap, and a big one if possible.

Start by doing some market research and it doesn’t need to be convoluted. Here is a simple method:

  • Estimating Market Size: use to estimate volumes of downloads you can expect by looking at your competitors space
  • Differentiating: to find a different approach or satisfy unhappy customers go to the app store and read competitors app reviews. Where do they suck and where can you take advantage?

Taking no more than a few hours to compile this information will give you a good enough understanding of your market to move forward without wasting too much time.

2. Getting Die Hard Fans Through Feedback

If you feel like there is something to be done in a specific niche market, start brainstorming on the idea and define what feature your app should be built around.

Do not lock yourself up into a room for months until your app is ready to be released though.

Get feedback!

Whether they are potential customers or your peers, talk to people about your ideas. Chances are they will give you great insights and feedback that you couldn’t get just with your market research.

You don’t want your first real feedback to be an app store review.

Start generating interest around your app from the beginning. This is what defines great apps that kill it and get over millions of downloads when they launch.

You don’t need to have a completed product to put up a landing page with a sexy design and a sign up form.

Start by collecting emails from potential customers and testers right away, and engage them. Don’t just get their emails and send them something when the app is released, they’ll have no idea who you are.

Keep them in the loop, and make the ones that are the most excited about your product your beta testers. At the end of the day, these are the individuals who will rally for you as your die hard fans when you launch.

3. Build a MVP

Apps are simple products. They are often meant to do one thing, and one thing well.

That means that even more than a startup, you need to build a MVP (Minimum Viable Product) to confirm (or not) your market research.

This doesn’t mean a buggy app though, as it would be rejected by Apple and get you negative reviews when released.

It needs to be simple but polished, allowing to do something efficiently while having a great design.

4. More Than One Way to Acquire Users

Yes, ASO (App Store Optimization) is important. And you have to make everything you can so users find you easily within the mobile app stores.

But you can’t rely only on that. And you probably don’t have the deep pockets to buy your way into the top charts neither.

That’s why you have to build a marketing strategy that uses several channels, from content marketing and SEO to forums and social media.

If you’re building an app for a specific niche, start creating interesting and useful content from day 1. Share not only your philosophy and why you’re building your application, but also (and more importantly) content that people will keep coming back for and share.

5. Pitching the Right Way

You’re excited about your new app, and that’s great.

But the truth is that people like bloggers and journalists are highly solicited. And those are the ones you want to be interested in your app if you want to get some press.

You’ll have their attention for only a few seconds before they decide if they want to learn more or not, so you need to pitch them right and include all the needed elements:

  • Make sure you express the uniqueness of your app straight from the subject of the email
  • insert a short pitch
  • the link to the app and its price
  • a couple screenshots
  • a promo video
  • all the ways they can contact you.

If your app is still a work in progress (it should always be) and you’re pitching an influencer in your niche, don’t hesitate to ask for feedback.

6. Quality and Quantity

If you do what I’ve mentioned so far, chances are your app will change quite a lot since between the initial idea and the time it’s released.

You need to keep on updating your app to make it better.

Sometimes it will mean more features. Sometimes it will mean focusing on a feature that you noticed people liked the best.

Just as startups pivot, your app can evolve.

Use as much feedback as you can (quality), as well as in-app analytics (quantity) to determine what you should focus on and improve.

Getting downloads for your app, and more importantly having customers that keep coming back to it, is hard. But by making your research before starting, building something people like and with a unique approach, you’ll be going in the right direction. Avoid mistakes or make them fast and learn from them to improve your app.

Talk to Sylvain Gauchet on Clarity about Mobile App Marketing, App Store Optimization or how to make your App Promo video.

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  • Siddharth

    Great blog Sylvain, you have provided broad
    framework which covers almost every sector of mobile app
    marketing. But, I would like to share some of traditional ways of
    marketing to help reaching out to the target audience. One of them
    is App Store Optimization (ASO) because discoverability is the key
    and this is reliant on a clear app marketing strategy and timely

    Read More About:

    • Vinod Sanadhya

      Totally imressive article regarding app store optimization.
      And read more for the best app store optimization and app marketing corner :

  • Bitcoinmillionaire

    Thank you very much for these tips.

    Bitcoinmillionaire – Bitcoin game and education app

  • JannyGarrets

    Thanks for sharing helpful guide on mobile app marketing. I have marked some important points from this guide that would be very helpful for me. I also want to share advanced mobile app marketing guide, please check it here:

  • kumar

    nice work sulvain, keep it up.

  • qq

    please provide printer-friendly edition in future

  • Amelie Fernandez

    wow!!!!!!!! Nice post, this information is very beneficial for all Mobile App marketing Agencies. Thanks for share with us.

  • James

    Superb Post, thanks for sharing regarding App marketing. I getting something new and helpful for me. App marketing..

  • Naveen Kumar

    Hi Sylvain,

    Great post indeed 🙂
    Mobile apps are becoming a trending in digital marketing. And getting more and more popularity due to increasing in usage of smartphones.

    I am also developing a mobile app for our website

    Have a look on it.
    Have a great time 🙂

  • Jack Amin

    nice lesson,it’s really needful for my new mobile apps marketing platform..

  • John Carter

    I really like your blog. Its nice and has really good information on apps marketing. I really thankful to this blog, as it helps me to know about various new things on mobile apps marketing. So I very much appreciate this article.

  • Geet Duggad

    Thanks for the article sharing. You can now get the best services for Mobile App promotion at salvus app solutions. Here you can test all OS based application and you are also benefited with other services like SEO, ASO, software testing, etc.

  • Jessica Adams

    Great Sharing..! Very helpful article and definitely one worth sharing and bookmarking for later reference. Thanks a lot for putting it together. Nail Art For All is the first of its kind app in the play store with awesome features:

  • Rasin Bekkevold
  • Trender App

    there are also app which u can make money from. try
    trenderapp they pay you to tweet for brands

  • Dieter Ziegler

    Outstanding post! Thanks for sharing your great experience through this effective and helpful tips.

  • Abhishek

    Nice article it’s really impressive but as my experience i wanna say one thing. I hired a team name Appfillip, It works awesome now my app was into top 20 game category.I want to suggest you can go with appfillip for app marketing. Thanks

  • mma007
  • mma007
  • Carl Ojerio

    These tips are awesome, especially on pitching the right way. Thank you for this. I wish you cover some app launch tips like this:

  • Aastha Sharma

    Good Work Sylvain, It is proving to be really helpful who are looking for such knowledge before building a mobile app. We at Mofluid also develop mobile app after understanding the customer requirement and taking to that extent which will give our client high conversion and traffic to their app. Checkout: Mofluid Mobile App Extension ( ).

  • Sadaf Malik

    These are golden words. They really are. Such practical advice in a no-nonsense tone that should get the message through to any app developer. I am huge believer in user feedback. Even as a user, I am often disappointed by the developers’ poor response to user complaints. All the new updates are useless and don’t give they users what they are actually demanding. This sort of mixes in with the “fill the gap” idea. Regards, Sadaf (

  • Alex Fox

    I believe that marketing is essential. It has always been and always will be. I work in IT, so I will give an example from that industry. Do you know that 1% of all publishers in App store get 94% of revenue, according to stats? Why? Because they have money to advertise. It is impossible to make it to the top in mobile app development without marketing. Enter any developer website and you will see that all of them include marketing in their services.
    I also think that referrals are highly effective, because they are exactly what you call a word of mouth.

  • Marcus Kay

    Great post!

    I really like the tip of finding a different approach or satisfy unhappy customers by reading competitors app reviews. Another great point is building a MVP to collect feedback.

    On the topic of app store optimization, I’ve written a post with many statistical findings and experiment results. There is also a case study of how to increase the app downloads by a massive 1478%.

    I hope the readers here can get a kick out of it:

    Either way, thanks for the awesome content. Keep up the great work!

  • Neha

    A very helpful article for mobile app marketing companies Thanks for sharing.

  • Anoop

    Amazing post, definitely helpful and worth sharing as today effectiveness of mobile marketing companies are really important. Thanks!

  • Saarah Williams

    Great Post, It gives a great insight for people who look forward to build mobile app. At Elite mCommerce we provide solution that can help business increase sale through their app ( ) and provide awesome features that increases customer retention

  • Neha Sharma

    Nice post about the mobile app marketing

  • Amit Kumar

    Nowadays Xamarin App Development is the best. Xamarin is the most advanced mobile app development platform that
    enables developers to efficiently develop applications for Android and
    iOS. Applications developed in Xamarin allows users to use the entire range of native APIs and UI controls.