Attracting new app users can be difficult for even the most successful brands. However, with the right strategy, tech companies can rake in new downloads.
In a saturated market, consumer attention is elusive, and finding the right audience poses a challenge. But some brands are doing this with massive success. TikTok, Instagram, Facebook, PayPal and others saw incredible growth in 2024, and this can be attributed to clever strategy.
It’s a given that strong, strategic marketing can boost growth, but what does this look like for mobile app marketing?
A flexible approach is a much. Leveraging new data and constant experimentation is critical to tap into new opportunities and reach audiences where they are. User behavior continually changes as new websites, platforms, and online hangout spots appear and disappear – this means your strategy must also change.
Mobile app marketing strategy must-haves
These are the most critical strategies to add to your arsenal when marketing a new or existing mobile app.
Continuously grow your email list
Email marketing remains a steadfast way to grow your audience. By expanding your email list you can reach a broader audience. This expansion should be targeted, attracting new emails from users likely to be interested in your application. Too broad an approach could put off potential users of future projects who feel spammed by your messaging.
There are several ways to grow your email list. Some key strategies include:
- Asking in-app
- Opt-out forms on your website
- Newsletter forms on your website
- Asking at the point of sale
- Asking at events
- Collecting from social media followers
Email marketing should also be fully incorporated into your app marketing strategy to avoid fatiguing audiences with repetitive messaging. illumin’s email integration makes it easy to integrate email marketing into your customer journeys.
Leverage loyalty
Customer loyalty is king in 2025. Perks and programs are a great way to build retail existing and attract new customers. Customers are 72% more likely to recommend brands with strong loyalty programs and this includes app users.
Be creative when identifying what your customers would find valuable in a loyalty program. Some businesses leverage cash rewards, gift cards, or free drinks. For apps, this could be a discount on an in-app purchase or a free trial of a premium subscription tier. Choose an option that works well for both your brand and your user to leverage loyalty for effective word-of-mouth marketing.
Use incentives
Similar to the perks earned through loyalty programs, free incentives also work to encourage signups and downloads. Everyone loves free stuff! This can be small in-app perks, free trials of premium services, and other targeted incentives designed to attract new users. The trick to nailing incentives: don’t overcomplicate it. A small, simple freebie is all you need to incentivize on-the-fence customers to convert.
Live on social media
Social media is still an incredibly effective way to attract new app users. On these platforms, you can market and interact with your target audience. Here are some of the most effective ways to leverage social media for your mobile app marketing:
- Make shareable content with viral potential. Use creative visuals, humour, and engaging narratives to resonate with your audience. While creating viral material is a challenge, consistency and persistence are integral.
- Leverage targeted paid social ads. Platforms like Facebook, Instagram, and TikTok have precise targeting options. You can think of these targeting tools like a matchmaker – use them to push your ads to a specific target demographic for the perfect match between app and user.
- Maintain a strong, consistent presence on social media. Social media is all about community building. Use this to your advantage by fostering a community of like-minded, enthusiastic users. These followers will easily convert to app downloads. Build a community of loyal users, which you can convert into app downloads.
Influencer marketing: the modern testimonial
Testimonials have always been a powerful marketing tool. People use products that they trust, and that trust is easily earned through the word of friends and popular public figures. In 2025, this often means working with influencers.
These digital content creators have large communities and strong credibility with their audiences. By leveraging their already honed trust, you can quickly earn a loyal following yourself. These figures can make an impactful difference for marketers looking to quickly earn the hearts and minds of new users.
Optimize Keyword Targeting
Targeted keywords are essential in appearing in the right search results. This has always been true on Google Search, but it’s now true for Google Play too. Google Play’s Customer Store Listings (CSLs) now support target keyword optimization. App marketers should use this tool to hone in and decisively target specific themes, topics, and audiences. Strong keyword optimization will give you an immediate advantage.
Understanding Google keyword suggestions
Google will suggest keywords based on your current market position when optimizing your CSLs. Since these suggestions are aligned with your current positioning and not your intended future position, they aren’t necessarily the best choice. It’s important to conduct your own keyword research if you are looking to grow, since relying solely on Google’s suggestions may leave you stagnant at existing traffic levels.
Ramp up Your Referrals
Referrals are the bread and butter of app marketing. Word of mouth is and always will be a massive driver of growth. These referrals can come from social media, online reviews, or even in-person conversations. How many times have you looked up an app simply because your friend mentioned it? This means it is essential to provide quality service and to encourage users to share their experiences with friends. Referral discounts are one really easy way to do this.
Not only is word of mouth is an excellent way to acquire new users. It is also a great way to retain them. Customers who download content or make purchases after referral have a 37% higher retention rate.
Constantly experiment
The digital world, including app marketing, is constantly changing. Constant experimentation is critical for understanding how the market is shifting and how you, as a marketer, need to adjust. Leverage A/B testing in-app and across other marketing channels to efficiently learn how customers respond to different language, visuals, mediums, and messaging.
Final thoughts
Ramping up your app growth can be a daunting task, but it isn’t impossible. By strategically targeting and communicating with potential users in the digital habitats they live in, you can encourage conversions and acquire new downloads.
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