One of the most common questions from app developers and startups is: “When should we start marketing our app?” The short answer? Much earlier than you think. App marketing isn’t a single post-launch campaign—it’s a continuous, strategic effort that ideally begins during development and evolves over the app’s lifecycle.
Let’s break down the stages of app marketing and why getting an early start is critical for long-term success.
1. Pre-Launch: Build Awareness Before You Launch
The ideal time to start app marketing is before your app hits the store. This phase is all about creating anticipation, gathering insights, and building a base of early adopters. Waiting until launch day often results in lost momentum and limited visibility.
Here’s what to focus on:
- Market research: Identify your target audience, competitors, and market gaps.
- Positioning: Clarify your app’s unique value and messaging.
- Landing page: Set up a website or teaser page to collect email signups.
- Social media presence: Start building a community around your brand.
- Beta testing: Use tools like TestFlight or Google Play’s beta program to test usability and gather early feedback.
A well-executed pre-launch strategy ensures that you’re not launching into a vacuum—it gives your app visibility and traction from day one.
2. Launch: Drive Installs and Validate Your Product
Your app’s launch is a major milestone, but it’s not the time to start thinking about marketing—it’s the time to execute the strategy you’ve been building.
Focus areas during launch:
- App Store Optimization (ASO): Optimize your title, keywords, visuals, and descriptions to improve discoverability.
- User acquisition campaigns: Use paid channels (Meta, Google UAC, TikTok, etc.) to drive installs and start building user data.
- PR and outreach: Reach out to tech blogs, influencers, and early reviewers for coverage.
- Referral and invite mechanics: Encourage users to share your app.
The first 7–14 days are critical for app store ranking. Having marketing systems in place allows you to capitalize on this window and gain early momentum.
3. Post-Launch: Optimize and Scale
Once your app is live and generating data, it’s time to shift focus from launching to retaining and optimizing. This is where long-term growth is built.
Key strategies include:
- A/B testing: Test creatives, messaging, onboarding flows, and pricing.
- User retention campaigns: Use push notifications, email, and in-app messaging to keep users engaged.
- Re-Engagement: Win Back Inactive Users with Personalized Offers.
- Data-driven acquisition: Refine your paid UA strategy based on real LTV and ROAS metrics.
Marketing during this phase should be agile, data-driven, and focused on return on investment (ROI).
Final Thoughts
The right time to start app marketing is before development is complete, not after your app is live. By integrating marketing early into your product journey, you can shape a better launch, attract more qualified users, and set your app up for scalable, sustainable growth.
In the app ecosystem, building a great product isn’t enough—it has to be discovered, tested, and loved. And that starts with early, smart marketing.