Marketing Strategy for Apps
Engaging Users Beyond the Web
If you’re building a mobile app and want to grow fast, you’re not alone. Today’s consumer habits are tilting heavily in favor of apps over websites. In the U.S., 85% of mobile shoppers prefer using a brand’s app instead of its mobile website. Over 60% of Millennials prefer making purchases with apps, and apps now account for up to 60% of total online revenue for some companies.
Why? Because apps offer faster load times, personalized experiences, loyalty perks, and a smoother checkout process. It’s also a conversion powerhouse: apps have up to 157% higher conversion rates than mobile websites. In short, the app is no longer a secondary experience - it’s the primary one.
Marketing Strategy for Apps: How to Promote Your Mobile App in 2025
Now that you know consumers are ready to engage, how do you meet them halfway? A smart mobile app marketing strategy begins with a mix of paid and organic tactics that drive installs while keeping your app top-of-mind and top-of-feed.
Here’s how to do it:
1. Content Marketing That Educates & Converts
Your blog, website, and social posts should all work together to:
Highlight your app’s value
Target long-tail search terms like "best wellness app for women" or "daily meditation tracking app"
Create blog content around common pain points that your app solves (e.g., "Why your supplements aren't working")
We recommend:
Weekly blog posts that rank on Google and point to your app
Social Media posts that visually demonstrate your app's features
Short YouTube, TikTok videos, or Instagram reels with clear calls to action ("Download the app now!")
2. Paid Ads with Clear CTAs to Install
Use Google UAC (Universal App Campaigns), Facebook/Instagram Ads, and even TikTok Ads to:
Promote app features, not just brand awareness
Target high-intent users with tailored messaging
Use creative like app walkthroughs, testimonials, or “before/after” style benefits
Layer in "app-only" promos and limited-time offers to incentivize faster downloads
Pro tip: It’s more cost-effective to promote Android apps via Google Ads.
That’s because Google owns both the ad platform and the Play Store, making attribution and install tracking seamless. You can easily optimize for actions like installs, in-app purchases, or retention. Additionally, Android users make up the majority of global smartphone users, which often means lower cost-per-install (CPI) than iOS campaigns. SMBs on tighter budgets benefit from this reach and affordability.
3. Use ASO (App Store Optimization)
Getting found is half the battle. App Store Optimization (ASO) is your app’s SEO, but for the App Store and Google Play. Here’s how to stand out in a sea of apps:
Choose the right keywords for your app title and description. Use terms your ideal users are searching for, like “meal planner,” “habit tracker,” or “guided meditation.”
Write a compelling description that highlights your value in the first few lines—many users don’t read beyond that.
Upload crisp screenshots and a preview video that show off your interface, features, and unique benefits. Make it feel like users are already inside the app.
Encourage positive reviews. Prompt happy users (especially after a win or milestone) to leave a rating. Ratings impact search rankings and conversions.
Pro tip: Apps with a strong ASO foundation see higher conversion rates from store views to installs. Tools like AppTweak, Sensor Tower, or MobileAction can help analyze your ASO efforts and benchmark against competitors.
4. Encourage Ongoing Engagement with Email + Push
Getting installs is great, but keeping users engaged is what drives lifetime value. That’s where email and push notifications come in.
Onboarding Emails: Send a friendly welcome series after download. Include a quick-start guide, benefits breakdown, and tips to get the most out of your app.
Push Notifications: Use these to spotlight updates, limited-time offers, or gentle nudges when users haven’t opened the app in a while. Push is powerful—but keep it relevant and non-intrusive.
Gamification + Loyalty: Boost retention by integrating features like streaks, challenges, or in-app rewards that encourage regular use.
The key? Treat post-download messaging like a relationship, not a transaction. The more value and personalization you offer, the more likely users will stick around—and convert.
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Case Study: VELL Health App Reaches 1M+ Installs in Under 12 Months
VELL Health—a wellness app that tracks nutrition, supplements, fitness, and holistic therapy—needed fast growth from day one. As their digital marketing partner, Green Elephant Digital designed and executed a multi-channel strategy built around:
Content Marketing: We wrote and distributed weekly blog posts and press releases, helping VELL rank for key wellness search terms.
Organic Social Media: We produced daily stories, reels, and posts on Facebook, Instagram, Pinterest, and LinkedIn to boost app visibility.
YouTube Shorts and Email Newsletters: These reinforced the app’s benefits and kept users engaged.
Paid Ads: Targeted campaigns on Meta reached over 6 million people and drove a significant share of downloads.
Design Support: We also helped create flyers and boardroom presentations to solidify investor confidence.
The Results:
1M+ app installs
6M+ reach on Meta ads
2.5K+ organic Instagram followers
And most importantly: a sustainable user base of engaged health-conscious consumers
Final Thoughts: Build Smarter, Not Just Louder
Marketing your app isn’t just about shouting louder—it’s about building smarter. When you combine smart paid ads with thoughtful content and ASO, you meet your audience exactly where they are.
At Green Elephant Digital, we specialize in marketing strategies for apps that are ready to scale. Want help with your next growth leap?
Book a discovery call today!
