A Powerful & Customizable App Marketing Strategy (FREE)

A comprehensive app marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your mobile app business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Fit Fiona
Age: 27 | Education: Bachelor's in Marketing | Occupation: Digital Marketing Specialist at a Tech Startup
"With my hectic job, I struggle to find time to plan my workouts and meals. I often feel lost when it comes to staying fit amidst my busy schedule."
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Visible Goals
These are the goals your target persona would tell you about.
Track my workouts and progress consistently
Stay motivated with a supportive community
Balance my fitness goals with a busy lifestyle
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True Goals
These are the real things they want to achieve.
"I want to feel stronger and more confident in my body"
"If I achieve my fitness goals, I’ll have more energy for my work"
"I need accountability from a community to stay on track"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I think I can find free workout apps that do the same thing"
"I'm not sure if I need a personalized plan; can't I just use online videos?"
"My budget is limited, and I’m hesitant to pay for a subscription."
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our app offers unique, tailored plans that adapt as you progress, unlike generic free apps.
Personalized plans are designed specifically for your goals and save you time on planning.
The cost is low compared to the value you'll get; investing in yourself is priceless for long-term health.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"After using the app, I feel empowered knowing my workouts are planned for me. I've made progress I never thought possible, and I love sharing my journey with a community that keeps me accountable."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Busy Brian
Age: 34 | Education: Master's in Business Administration | Occupation: Project Manager at a Fortune 500 Company
"I often find myself too busy to dedicate time to a proper workout routine, and I'm overwhelmed by conflicting advice on nutrition and fitness. I need something straightforward that fits my schedule."
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Visible Goals
These are the goals your target persona would tell you about.
Fit in short, effective workouts during my lunch breaks
Maintain my fitness without complicating my daily routine
Track my nutrition easily for weight management
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True Goals
These are the real things they want to achieve.
"I want to reduce stress and improve my focus at work"
"If I stay fit, I could handle demanding projects better"
"I need to set a good example for my kids regarding health"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I don’t have time to learn how to use a complicated app"
"I worry that this won’t integrate well with my current lifestyle"
"I’ve tried similar products without seeing results"
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Answer to Objections
These are your product's answers to your target persona's doubts.
The app is user-friendly, designed for busy schedules with quick setup.
It seamlessly adapts to your daily routine, offering flexible workout times.
Our community and tracking features ensure you see real progress through your efforts.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"Using the app has transformed my approach to fitness. I now squeeze in effective workouts, feel healthier, and set a positive example for my children while handling work like a pro."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to the website
Total views on Instagram
Social media engagement rate
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '5 Quick Workouts for Busy Professionals' tailored for Fit Fiona and Busy Brian to help them fit exercise into busy schedules.
Infographic: 'The Best Nutrition Tips for On-the-Go Professionals' focusing on easy meal prep for people with hectic jobs.
Video series: 'Daily 7-Minute Workouts' demonstrating short exercises that can be done anywhere, appealing to both personas.
Webinar: 'Finding Fitness Balance: How to Stay Fit with a Busy Lifestyle' which offers insights and showcases the app's benefits.
Podcast episode: 'Motivation from the Community' featuring success stories of users like Fit Fiona and Busy Brian who achieved their goals.
Social media challenge: '30-Day Fitness and Nutrition Challenge' encouraging participants to engage with the app and share their progress.
What to measure:
Page views on blog content
Social shares of infographics
Video view duration
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Quick workouts for busy professionals
Nutrition tips for a hectic schedule
Short effective workouts
Easy meal prep ideas
Mobile app for fitness tracking
Balancing fitness with a busy lifestyle
Community motivation for fitness
Benefits of personalized workout plans
Time-saving workout strategies
Stress relief and fitness
What to measure:
Organic traffic to landing pages
Keyword ranking positions
Click-through rates (CTR) from search results
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target females aged 25-35 interested in fitness and health, who are likely to be busy professionals.
[Prospecting] Google Ads: Keywords focused on 'workout apps for busy individuals' aimed at reaching those searching for solutions.
[Prospecting] YouTube Ads: Health and fitness content viewers who are looking for quick workout solutions.
[Prospecting] Facebook Ads: Lookalike audience based on existing user demographics, targeting potential customers who fit similar profiles.
[Remarketing] Google Ads: Visitors who explored the app's features page but did not sign up for the free trial.
What to measure:
Cost per click (CPC)
Impressions from ad campaigns
Click-through rate (CTR) for ads
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Instagram Story Polls: Ask followers what their biggest fitness challenges are, engaging Fit Fiona and Busy Brian.
Weekly motivational posts featuring quotes and tips relevant to busy professionals.
Live Q&A sessions on Instagram addressing common workout or nutrition issues related to tight schedules.
User-generated content showcase: Encourage users to tag the app while sharing their fitness journey.
Monthly contest: Participants share their best quick meal ideas for a chance to win a premium subscription.
What to measure:
Engagement rate on posts
New followers gained
Participation in challenges or polls
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test landing page headlines to see which resonates better with busy professionals like Fit Fiona and Busy Brian.
Experiment with different call-to-action buttons to determine which drives more user engagement.
Test varying ad formats (carousel vs video) on social media to gauge user interaction.
Assess user journey mapping by analyzing how visitors navigate the website and make adjustments accordingly.
Optimize the site's loading speed to reduce bounce rates for mobile visitors.
What to measure:
Bounce rate on landing pages
Conversion rate for downloaded content
Average time spent on the site

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to the website
Email subscription rate
Engagement rate on educational content
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
E-book: 'The Ultimate Guide to Balancing Fitness and Work' providing detailed strategies for Fit Fiona and Busy Brian.
Case study: 'How Our App Helped Users Like You Achieve Their Fitness Goals' showcasing real-life testimonials and results.
Webinar: 'Personalized Workout Plans: Tailoring Fitness to Your Lifestyle' highlighting the benefits and features of the app.
Blog post: 'Nutrition Made Simple: Easy Meal Prep for Busy Professionals' offering actionable tips relevant to both personas.
Video tutorial series: 'Getting Started with Our Fitness App' guiding users on how to maximize the app's capabilities.
Email course: '30 Days to a Healthier You' with daily tips and workout suggestions tailored for busy individuals.
What to measure:
Downloads of e-books or guides
Webinar attendance rates
Engagement metrics on blog comments
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
Balance fitness with a busy lifestyle
Personalized workout plans for busy professionals
Easy meal prep for fitness
User success stories in fitness tracking
Best fitness apps for work-life balance
How to stay fit during a hectic schedule
Community support in achieving fitness goals
Benefits of user-friendly workout apps
Track workouts effectively on a mobile app
Tips for managing nutrition and fitness
What to measure:
Number of organic leads generated
Traffic sources for educational content
Time on page for key content
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Target individuals interested in 'fitness apps' and 'healthy living', focusing on busy professionals.
[Remarketing] Google Ads: Visitors who downloaded content but didn’t sign up for the premium subscription.
[Remarketing] YouTube Ads: People who engaged with previous fitness video content but haven’t interacted with the app yet.
[Prospecting] Facebook Ads: Audience based on behaviors related to fitness and personal development.
[Remarketing] Google Ads: Users who read blog posts about balancing work and fitness but did not take further action.
What to measure:
Cost per lead
Lead conversion rate from ads
Engagement rate on video ads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Weekly Instagram Stories sharing short tips on fitness and nutrition for busy individuals, tailored for Fit Fiona and Busy Brian.
Live Q&A sessions on social media discussing the importance of personalized fitness journeys.
Facebook group engagement prompts: Encourage discussions within the community for support and shared experiences.
Behind-the-scenes content showing real users interacting with the app and their fitness successes.
Monthly spotlight posts featuring transformations of current app users, promoting motivation and community.
What to measure:
New followers from engagement campaigns
User engagement on community posts
Reach of live Q&A sessions
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email series: 'Your Guide to Getting Started with [App Name]', introducing key features and tips for new users.
Webinar invitation email promoting 'Personalized Workout Plans' to encourage sign-ups.
Newsletter focused on user-generated success stories to motivate and build community.
Exclusive offer email for users who attended webinars, providing a discount on premium subscription.
Monthly tips email: 'Top Nutrition Strategies for Busy Lives' featuring expert advice and tips for efficient meal management.
What to measure:
Email open rates
Click-through rates for webinar registrations
Growth in email list from lead magnets
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test landing pages emphasizing different features of the app that appeal to busy professionals.
Behavioric split tests regarding the follow-up emails sent to users who engaged with specific types of content.
Analyze user journey funnels to identify drop-off points leading to subscription sign-ups.
Run experiments on incentivized actions, like free trials or exclusive content access to boost conversions.
Optimize onboarding process based on user feedback to improve retention and encourage premium subscriptions.
What to measure:
User engagement on optimized content
Conversion rate of trial users to subscribers
Feedback scores on user onboarding experience

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate for premium subscriptions
Customer acquisition cost (CAC)
Average order value (AOV)
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Dedicated landing page: 'Why Choose Our App? Proven Results from Users Like You' featuring testimonials and success stories.
Comparison guide: 'Free Apps vs. Our Premium Fitness App: Which Is Right for You?' addressing common objections and highlighting unique features.
Interactive quiz: 'Is a Personalized Workout Plan Right for You?' prompting users to engage and assess their needs while introducing the app.
Video demonstration: 'See How Our App Works in Action' showcasing the app's features like personalized plans, nutrition tracking, and community support.
Discount offer email campaign for first-time subscribers, including testimonials and clear value propositions.
Customer success stories on social media showing real transformations and encouraging sign-ups through special promotion codes.
What to measure:
Landing page conversion rate
Click-through rate (CTR) on promotional content
User interactions with comparison guides
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Fitness apps comparison reviews
Benefits of personalized fitness plans
Affordable workout apps for busy professionals
Real user success stories with fitness tracking apps
Budget-friendly fitness solutions
Mobile app for effective fitness management
Why choose premium fitness apps
App testimonials and user experiences
Real results with personalized workout plans
Comparing premium plans versus free options
What to measure:
Organic conversions from targeted keywords
Traffic to pricing page
User engagement metrics on comparison articles
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook Ads: Retarget users who visited the pricing page but did not complete the purchase.
[Remarketing] Google Ads: Targeting individuals who interacted with the comparison guide but have not subscribed yet.
[Prospecting] YouTube Ads: Users who viewed fitness-related content or competitor apps, highlighting why your app stands out.
[Remarketing] Facebook Ads: Target users who attended webinars but haven't signed up yet, emphasizing a limited-time discount.
[Prospecting] Google Ads: Keywords focused on 'best workout apps for personalization' capturing new leads searching for specific solutions.
What to measure:
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Click-through rate (CTR) for remarketing ads
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Post-user transformation stories showcasing before-and-after fitness journeys encouraging new sign-ups.
Engagement posts inviting followers to share how the app has transformed their fitness routines.
Weekly testimonials highlight on Instagram Stories that spotlight satisfied users and their experiences.
Create a poll about fitness plans users currently follow, leading to discussions about the benefits of personalized workouts.
Social media countdowns or reminders about the deadline for exclusive offers to create urgency.
What to measure:
Engagement rates on transformational posts
Conversions through social media promotions
User-generated content shares and mentions
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Final reminder email for promotional offers about the premium subscription before it expires.
Abandoned cart email series aimed at users who showed interest in the premium plan but did not complete the purchase.
Success story email featuring in-depth profiles of users achieving their fitness goals using the app, driving urgency.
Exclusive early-bird registration for new features email offering perks for premium members.
Cross-selling email promoting additional resources like nutrition plans or community access for existing premium users.
What to measure:
Conversion rate from promotional emails
Open rates on success story emails
Click-through rates on abandoned cart recovery emails
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different pricing models displayed on the landing page to see which drives more subscriptions.
Experiment with urgency-based CTAs on landing pages for premium subscriptions like 'Limited Time Offer!'
Test varying formats for customer testimonials on the pricing page to determine which resonates best with users.
Optimize the checkout process by analyzing any drop-off points during subscription sign-up and addressing issues.
Run split tests on the email subject lines for promotional campaigns to find the most compelling wording.
What to measure:
Conversion rate on tested landing pages
Drop-off rate in checkout process
Engagement metrics for A/B test emails

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Churn rate
Repeat purchase rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter featuring updates on new app features, success stories from Fit Fiona and Busy Brian, and tips for maximizing the app's benefits.
Weekly video series: 'Workouts & Nutrition Tips for Continued Success' designed for users looking to maintain their fitness journey.
Engagement campaign: 'Share Your Progress' encouraging users to submit testimonials or successes, which can be featured in future marketing.
Exclusive webinar for premium subscribers on advanced fitness techniques and optimizing nutrition while balancing work-life demands.
Guides and resources focused on seasonal fitness challenges tailored for busy professionals, to encourage ongoing user commitment.
What to measure:
Open rates for newsletters
Engagement metrics on video views
Participation rates in engagement campaigns
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Successful fitness app testimonials
Best practices for maintaining fitness long-term
Guide to optimizing nutrition for busy lifestyles
User stories around fitness success with the app
Long-term fitness tracking strategies
What to measure:
Organic traffic to retention-focused content
Keyword rankings for retention-related searches
Time spent on resource pages
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target previous users who showed interest but didn't convert into long-term subscribers.
[Remarketing] Google Ads: Retarget users who accessed content related to success stories to encourage them to re-engage.
[Prospecting] Instagram Ads: Promote benefits of community support focusing on users like Fit Fiona and Busy Brian needing accountability.
[Remarketing] YouTube Ads: Reconnect with users who viewed 'success stories' videos but have not subscribed.
[Remarketing] Facebook Ads: Audience targeting based on previous interactions with newsletter and blog content promoting retention strategies.
What to measure:
Cost per re-engaged user
Click-through rate (CTR) of remarketing ads
Percentage of returning users from ads
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Monitoring and responding to social media mentions of the app to engage users and strengthen community ties.
Weekly social media challenges encouraging users to share their fitness journeys on Instagram, featuring hashtags related to progress.
Create polls about future content users want to see to better align with community interests and boost engagement.
Monthly live chats/Q&A sessions with fitness experts sponsored by the app, to foster a sense of community among users.
Showcase user-generated content celebrating long-term fitness successes with the app to inspire and motivate others.
What to measure:
Engagement rate on user-generated content
Number of social mentions
Community interaction in live events
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly follow-up email highlighting feature updates, special events, and exclusive tips for users.
User satisfaction survey email to gather feedback on app performance and areas for improvement.
Re-engagement email campaign targeting inactive users with personalized recommendations based on past usage.
Exclusive early access email for premium features or functionalities for loyal subscribers.
Success story features in newsletters featuring users achieving significant milestones, reinforcing the app's effectiveness.
What to measure:
Open rates on re-engagement emails
Feedback scores from user satisfaction surveys
Click-through rates on exclusive offers
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test subject lines for newsletters to see which resonates more with subscribers.
Experiment with different email formats (e.g., text vs. visually rich) to improve engagement in retention emails.
Analyze app usage data to identify points where users struggle and enhance the onboarding experience.
Test varying lengths and types of content in follow-up communication to determine user preference for wordiness.
Split-test push notifications for reminders to use the app to see what drives better retention.
What to measure:
Email engagement rates
Conversion rates on re-engagement campaigns
Churn rates post-optimization efforts

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