App Mavericks Logo Design

Mobile App Marketing: Strategies & How To Write a Successful Marketing Plan


Mobile app businesses know that marketing is essential to their success. But where do you start? And how can you be sure your marketing plan will be successful? In this article, we’ll give you tips for creating an effective mobile app marketing strategy that goes with your mobile app business plan, focusing on the marketing aspect.

As the owner of a mobile app development business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for a mobile app development business.

Key Components of a Mobile App Development Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When it comes to marketing a mobile app development, it is important to identify your target market segments. Who are your ideal customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, mobile app development business’ customers may include small businesses, medium businesses, and enterprises.

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of a mobile app development business’ customers may include custom app development, iOS app development, Android app development, and web app development.

Once you have a good understanding of your target market segments, you can begin to develop your marketing strategy.

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Create a winning marketing plan quickly & easily with our Ultimate Marketing Plan Template.

Unique Selling Proposition

Your unique selling proposition (USP) is what sets your mobile app development company apart from other mobile app development businesses. What do you offer that nobody else does?

For example, your USP might be that you offer custom app development, or that you have a team of experienced iOS and Android developers.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting small businesses, you may want to position yourself as a low-cost option. If you are targeting enterprises, you may want to position yourself as a premium option.

Your pricing strategy should be reflected in all of your marketing materials, from your website to your social media posts. Again, keep it simple and clear, so that potential customers can easily understand your pricing.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other mobile app development businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how you will get your mobile app development products and services into the hands of your target market segments. There are a variety of channels you can use to distribute your products, including online channels, offline channels, and direct channels.

Some common online channels include social media, email marketing, and search engine optimization (SEO).

Some common offline channels include print, television, and radio advertising. Meanwhile, common direct channels include sales, customer service, and public relations.

No matter what channels you use to distribute your products, ensure your marketing messages are consistent across all channels. Your target market segments should be able to easily recognize your brand, no matter where they encounter it.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in person? Will they buy online? Will they purchase from your partners, distributors, etc? 



Providing offers through your business is a great way to entice customers to purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. 

Another option is to offer bundled products or services. For example, you could bundle together your custom app development service with an iOS app development service.

Your offers should be reflected in all of your marketing materials, from your website to your social media posts. But, again, keep it simple and clear so potential customers can easily understand your offers.


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Mobile app development businesses should consider the following promotional strategies: 

  • Develop a strong social media presence
  • Participate in trade shows and other events
  • Offer discounts and coupons
  • Launch a referral program
  • Collaborate with other businesses

Design your promotions strategy to reach your target market segments. For example, if you are targeting small businesses, you may want to participate in trade shows focusing on small businesses.

It is also essential to track the results of your promotions so that you can assess their effectiveness and make necessary adjustments.


Digital Marketing Plan

In today’s digital age, it’s crucial to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to ensure your website is mobile-friendly and easy to navigate.

Another digital marketing strategy is developing a solid social media presence. This can help you connect with potential customers and build relationships with them.

You should also consider using influencer marketing. This involves working with popular bloggers, YouTubers, or Instagrammers who have a large following. They can help promote your business to their followers.

Download our Ultimate Marketing Plan Template to quickly and easily complete your marketing plan.

Conversion, Referral, and Retention Strategy

You should design your conversion, referral, and retention strategy to keep customers coming back. For example, consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.


Financial Projections

Lastly, you will need to create financial projections for your business. This will help track progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your forecasts regularly to reflect any changes in your business.



Marketing a mobile app development business requires effort. However, with a well-crafted marketing plan and the right promotional strategies, you can reach a wider audience and drive more traffic to your business. The key is to target your market segments accurately and use a mix of digital and traditional marketing tactics. It’s also critical to track the results.

By following these steps, you can develop a quality marketing plan to help you launch and grow your mobile app development business successfully. Remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!