A young man is pointing at the wall behind him where various elements are shown to rocket your success

The Best App Promotion Strategy for Your Business

How extensively you can boost your ranking is influenced by various factors evaluated by the algorithm of the respective app store.

One key factor is the number of installs – the more people have installed the app, the higher the algorithm will rank your app.

In this article, we present different app promotion strategies and how you can combine different types of installs in such strategies to make your app rank as highly as possible.

Installation Types: Incentivized vs. Non-Incentivized

There are different app promotion strategies you can use to increase the quantity of installs for an app. You can buy installs and choose between incentivized and non-incentivized ones, meaning:

    • Users will either receive a reward for installing your application (incentivized) or
    • they will download your app out of true interest and won’t get rewarded (non-incentivized).

Both types have their own advantages and disadvantages.

Incentivized Installs: Exchanging Installs for Rewards

In general, you can choose between two app promotion strategies when driving incentivized installs for your app. One of them is based on the amount of installs generated in a certain time whereas the other one considers loyalty of your users.

Burst Campaign

With this app promotion strategy, you can give your application a real push to increase its ranking in a short period of time.

This will lead to a higher ranking, which means more visibility in the charts. If users search for certain apps, the chance that yours will be displayed among the search results will be higher.
As a consequence, you will receive organic installs as well, which is an important factor for your app.

Loyal User Acquisition

This type of app promotion strategy stays in competition to campaigns based on non-incent installs and consequential costs per loyal user. One main factor influencing this concept is the so-called retention rate. In the chart below, you can see some numbers regarding retention rates of users, so you will better understand this term.

Days Users keeping the app Retention rate
1 100 Day1-retention: 10%
3 50 Day3-retention: 5%
7 10 Day7-retention: 1%

Example for retention rates (Day 0 = 1000 downloads) © ayeT-Studios

Advantages and Disadvantages

As mentioned before, one advantage is the mass of installs you can receive very fast and the resulting boost of ranking. Another important factor you should keep in mind are the costs you need to spend for each kind of install:
The CPI (= Cost per install) for incentivized installs is way cheaper than an app promotion strategy only based on non-incentivized ones. The downside of incentivized installs is that users might download and install your app only for the reward, resulting in less user engagement, lower lifetime value and smaller retention rates.

According to mobyaffiliates, who refer to a study by Fiksu, 57% of users from non-incent installs converted to “loyal users” in contrast to 24% from incent installs. (It is not stated clearly what a ‘loyal user’ actually is – this set of data might define it as users with a Day3-retention.)

How ayeT-Studios Improves User Retention

To counteract these factors, one app promotion strategy at ayeT-Studios is the so-called high-retention install. With this special high-retention service, users have to keep an app for at least 3 days before receiving a reward, which leads to much better results for customers and their app promotion strategy.

App Promotion Strategy: Three Month User Retention

Retention Rates for high performing apps by app category © ayeT-Studios

Non-Incentivized Installs: When You don’t Reward Users

The advantage on one side is the disadvantage on the other: Since users won’t receive a reward for installing your app, you have more costs in order to receive the same amount of installs compared to an incentivized campaign. If you just started your app business, this could take a big chunk of your marketing budget if you mainly base your app promotion strategy on this element.

Additionally, you won’t be able to get huge amounts of installs in a short period of time.

But it’s worth it. Users will interact and use your app because of their true interest, which is a good basis for a loyal user base and a huge advantage for this type of app promotion strategy.

Either… Or?

Now the most important question needs to be asked: Which type of install will be suit your app promotion strategy more?

Can you choose a method where you will only deal with the benefits and leave the drawbacks behind? The answer is:
Take advantage of both of them. This mixture of rewarded and non-incent installs will let your app promotion strategy shoot up and your app will climb up the charts.

2 Steps to Success

It seems to be common practice to start app promotion strategies with incentivized installs, which won’t take long to deliver results and leads to a higher top chart position of the app.

The next measure is to receive non-incentivized traffic to increase user engagement and enlarge user retention. In this part of your app promotion strategy, you don’t need big amounts of installs as you probably did before.

Dividing your promotion strategy into these 2 parts will cause your app to rank higher in the charts regarding various key factors.

Why You Need an App Promotion Strategy

It might not seem obvious for some app developers or marketers to implement a certain promotion strategy. There are many advantages when running such promotions.

For example, you can get a vital amount of downloads in a short time frame, where most of the installs arise from other sources:

1) Organic installs due to the ranking in the Play Store
2) Recommendations of users (mostly via a referral system integrated within the app)
3) Media-driven attention, leading to users searching for the brand directly

Graph showing paid installs and organic installs resulting from them

Organic iOS app installs as a result of paid app installs © TUNE

Is There a Plan C?

Is this the only choice app developers and marketers have when planning an app promotion strategy? Or is there an option available which can bypass disadvantages and give a mixture of the advantages in one bundle?
In fact, there is the option of incentivized installs based on Cost Per Action (CPA). By this, you can persuade many users not only to install your app but also to engage with it at the same time.

It’s killing two birds with one stone  – for little cost. The type of action can be anything realistic that won’t take too much time, otherwise users are not interested in achieving the respective goal:

    • Registration
    • Reaching a certain level
    • Completing a tutorial
    • and many more

These are actions users can and will accomplish in order to earn a reward.


There isn’t one formula for the perfect app promotion strategy when buying app installs. Results are still dependent on your app as well as users who are getting in touch with it.

According to the category your app belongs to, your game plan can change in comparison to other apps.

But if yours is developed properly, appeals to your major user base, and fulfils all conditions and functions it offers – then buying installs as your app promotion strategy will create a proper user base and lead to future organic traffic.

Process of how paid campaigns for app promotion result in more organic downloads

How paid campaigns for app promotion lead to more organic downloads © ayeT-Studios

If you are not sure how your app promotion strategy should look like: Don’t worry. There are many mobile marketing companies available that will give advice about possible solutions.

ayeT-Studios is an experienced company in this business and offers a personal customized app promotion strategy to give you the best results, no matter if you have an Android or iOS application.

A man holding a tablet, above it are different social media concepts

Social Media App Promotion – Make Your App Go Viral

App stores are crowded with millions of apps, which make it hard to let your app standout.

A good app promotion strategy is a good way to start – but another part of the effort can be shouldered by marketers and influencers who make sure the product reaches the audience.

Social media app promotion combines the far reaching access, that a social media platform may provide, with the classical basics of marketing.


Why Social Media?

Advertisers and developers may jointly decide which platforms would reach a target audience in the most effective and rapid way.

However, making sure that the promotion and marketing of the appl is convincing enough to compel people to click and explore further is another task that advertisers find themselves mulling over.

The mechanics of social media app promotion primarily focus on making a client’s product stand out amongst the rest – and convincingly build an advertiser’s own reputation in the process.

Major Platforms

At the moment, 91% of retail brands use 2 or more social media channels (see Brandwatch). The term ‘social media condenses quite a number of channels and platforms into a word that does not quite capture its magnitude.

For an advertiser focusing on social media app promotion, he/she needs to sort and sift through a vast collection of platforms and choose which one would best suit a product for its marketing.



is by far the largest and farthest-reaching social media platform. By the second-half of 2016, Facebook had amassed 1.71 billion monthly active users – with 56% of them logging in more than once per day (according to FIPP).
There are 2 main promotion strategies:

  • Advertisers can choose to use a Facebook feature to their advantage by creating a page. But this may pose the risk of not having the reach nor impact a client may want for their product.
  • Sponsored or paid advertisement on Facebook allows the site to advertise to users directly: This strategy provides a more forward and personal approach, as most marketing is filtered to a user by assessing his/her interests.

So, it is one of the top channels if you want to go for a social media app promotion campaign.

Social media app promotion: Facebook advertising revenue

Revenues with Facebook Advertising increased significantly in the past 2 years © ayeT-Studios


does not boast the numbers that Facebook or Instagram do, but it does allow the very vital link to the Google search engine. A paid ad can allow a marketing attempt to reach the user as soon as they type in a few words into the search engine.

Google processes nearly 3.5 billion searches on a daily basis, which makes Google+ a very compelling choice for social media app promotion.


has a penchant for allowing products and content to go viral almost overnight.

For the more savvy promoters, this platform could open a range of possibilities. Twitter not only offers a wider audience, which is simpler to access, but also offers the added benefit of interpersonal communication with the consumers.

Many consumers take Twitter to directly address large franchises and companies with their queries and complaints, and often provide quick, individual replies. This makes the Twitter audience one that could allow most efficacy when running social media app promotion.


is more than a battleground for celebrities competing for more followers:

It is the largest visually-oriented social media network. Of the 500 million monthly active users, many have made successful careers out of posting pictures featuring products as a form of paid promotion.

For the promotion of an app on Instagram, some advertisers may hire users with significant followers and reach, and have them get the message across. It has proven to be remarkably effective and popular for social media app promotion.

Statistics for monthly active users per major social network

Monthly active users of major social media channels © Statista


is a rapidly growing channel for entertainment and networking, and has established itself as one of the most effective ways to promote various products and applications.

Popular YouTubers with millions of active followers can base videos on paid sponsorships, and even give reviews of the products they are asked to showcase.

All promoters would agree: This is the one platform that is more suitable for social media app promotion than most in terms of its impact and delivery.

Who Provides Social Media App Promotion?

Advertising networks and agencies like ayeT-Studios operate to provide this service, while others solely focus on social media app promotion.

These mobile marketing agencies offer advertising solutions and structures so that any creator’s application is able to reach the appropriate audience in the most effective way.

They offer promotion and installation for both operating systems Android and iOS, engineering their services in a way that generates the best results.

What About Pricing?

Prices vary from one region to the next, and also on how far the client wishes to push their application up the charts.

Social media app promotion hinges on visibility, and the more determined creators can find themselves up to $200,000 short in pushing their app to the top 25 charts.

In the UK the same may cost $30,000, and in Thailand $10,000.

The costing boils down to a system of CPI (Cost Per Installation), with Facebook and Twitter proving to be the easiest on the pocket, settling at $3 CPI.

Pricing depends on the scale of the marketing, and ultimately how far a client wants the reach of the campaign to extend.

Social Media App promotion: Cross Channel Costs

Costs per Thousand Impressions for social media are smaller compared to other media channels © ayeT-Studios

What You Should Consider

App developers may decide to carry out their own social media app promotion to save money. However, this may not prove to be as effective as desired. Professional agencies take it upon themselves to provide an encompassing service because they know which platforms to target at what point in time.

When looking for a suitable service or agency for your social media app promotion, it is important to know the available budget. From there, an agency can be judged based on how far their reach extends, how credible their services are, and what sort of time and efficiency projection they provide.

Outlook For This Service

Any conscientious creator would want to thoroughly look into the past projects and details of an agency, alongside their success rate in terms of promotion and installation. Generally, however, these agencies tend to have a solid base in terms of providing the kind of reach a developer is looking for.

A number of online reports have deemed influencers via social media promotion as the undisputed promoters of tomorrow. Agencies are adapting to provide more visually-based promotions, with images and videos becoming more prevalent than text-based ones.

With the vast amount of cyber traffic in the past few years, social media app promotion has become a universally-acknowledged force to be reckoned with, minting prime results by carefully targeting audiences worldwide.

Social media app promotion is one part of the service that ayeT-Studios offers. They provide personal mobile app promotion to achieve best results – for both iOS and Android apps.

mobile game promotion: two women having fun playing a game on their smartphone

Effective Tools for Successful Mobile Game Promotion

If you are a developer of mobile games, we are sure you know one thing: There is a huge amount of games out there! Anyways, in order to be successful you have to do a solid job at mobile game promotion.

Firstly, you need to know exactly how much money you can spend on marketing tools. The best way to calculate your budget for your mobile game promotion is to have a look at

  • Cost per Active User (CPAU),
  • Average Revenue per User (ARPU) and
  • Lifetime Value of your User (CLTV).

With these three numbers in mind, it will be easier for you to plan a marketing campaign that suits your budget.

Key Figures for Your Mobile Game Promotion Budget

In the following, we will explain some of the numbers that you need to be aware of to calculate your mobile game promotion budget.

Cost Per Active User

The Cost per Active User measures the cost to acquire an active user for brands who market their apps. In this case, every company needs to define for themselves what active means.

For example, some companies might say that an active users is a customer who returns to the app at least once a month. In this case, you might also hear the term ‘retention rate’.

You will find more information abour retention rates in this article.

mobiole game promotion: calculating the cost per active user

Average Revenue Per User

The Average Revenue per User is the amount of revenue each of your active customers (on average) contributes. It can be used to calculate the budget for your mobile game promotion (together with the Cost per Active User).

mobiole game promotion: calculating the avereage revenue per user

Lifetime Value

The Customer Lifetime Value (CLTV) indicates the user’s worth. With this information in mind, you can calculate how much you can spend for one customer in order to make a profit.

The CLTV depends on three factors:

  • Monetization (how much do customers contribute to your mobile revenue),
  • Retention (level of engagement a customers has with your app) and
  • Virality (sum value of additional users, which a customer will refer to your app)

mobiole game promotion: calculating the customer life time value

Average Revenue per User (ARPU) is the value that measures the monetization:

mobiole game promotion: calculating the churn rate

Paid Mobile Game Promotion

Now that you know your numbers and how to spend your ad budget most efficiently, you should know more about different types of paid mobile game promotion.

Incentivized vs Non-Incentivized Mobile Game Promotion

There is a great difference between incentivized and non-incentivized app marketing, but both can be used to promote your mobile game.

Incentivized app marketing consists of rewarding users with something in exchange for downloading and trying an game or engaging with an app.

Non-incentivized app marketing, on the other hand, is marketing that convinces the user to download and try the game without any reward for it.

Basic information about incent and non-incent installs for your app promotion can be found here.

Incentivized Mobile Game Promotion

Typical rewards of your mobile game promotion would be upgrades on the game, discount codes, virtual currency within the game, coupons or other giveaways. This kind of marketing will deliver many downloads for a very small investment.

On the other hand, as a marketer, it is very important to analyse the exact costs to acquire an active user. You can expect retention rates to be much lower compared to non-incentivized campaigns. So make sure to take that into account when calculating your CPAU.

Non-Incentivized Mobile Game Promotion

With non-incentivized mobile game promotion, users decide to download the app out of interest. Non-incentive app marketing could be banner ads through ad networks, advertisements on social media platforms like Facebook, an app review on a blog or even offline promotion.

With this kind of marketing you can reach a particular group of users that is naturally interested in your product.

Pricing for that kind of mobile game promotion is much higher than for incentivized mobile game promotion. Even though you can expect high quality traffic and a higher retention than for incentivized campaigns, please make sure to calculate the CPAU.

In the end, higher prices and higher retention can amount to the same CPAU or even be worse than for incentivized campaigns.

To reach a humongous amount of users and to have a high-quality user base a mixture of both ways of marketing could be the key.

No matter which tools you use for your mobile game promotion: authenticity is essential. After all, your marketing measures should fit your game in order to contribute to a successful marketing campaign.

plan your mobile game promotion strategy

10 Effective Tools for Successful Mobile Game Promotion

Now that you have set up your marketing budget, it is time to think about different ways to promote your mobile game. We have gathered 10 tools that might strengthen your mobile game promotion strategy.

    1. Create a Landing Page
      To inform the user in the most optimal way, it is essential to create a landing page with the game’s essential information. In addition, you should include a download link of the game so that the user does not have to leave the website to download the app. This could lead to a potential loss of users. Furthermore, you should make it easy for your user to tell friends about the game by including a sharing option on different social media channels.
    2. Optimize Your Presence in the App Store
      A cost effective way of getting more downloads is to optimize the game’s appearance in the different app stores. You can start by creating an eye-catching app icon and by giving the app a short and creative title. Furthermore, you need to add an informative description. (For Android, it must contain your keywords; but be careful: If you use too many keywords it might appear as spam, which you definitely want to avoid. The App Store offers a separate keyword field to put yours into.) Finally, to show users what they can expect from the game, you should include great screenshots that show all features of the game.
      Mobile Game Promotion: Most Popular App Categories

      Mobiles Games are the Most Popular App Category by Impressions © ayeT-Studios

    3. Use feedback
      A great way of constantly improving your game is to ask for feedback from users in the app store or on your social media channels. By using users’ experience with the game, you will be able to adjust your game and think about factors you have never noticed before. It is also important that you respond to user feedback so that they will feel valued. Another way of using feedback for your mobile game promotion is to present your app through startup communities or app review sites and ask for opinions.
    4. Be social
      In order to get people to talk about your game, you need to give them a space to talk. You could either create a forum for users to discuss the game or open a game-related group in different social media channels. There, users can share their experience, their achievements, and some tips and tricks to enhance their performance. If possible, also integrate social media within your game so that your customers can share their achievements directly through the app on social media.
    5. Be visual
      Users like to consume videos rather than plain text. Consequently, introducing your game with a video is always a good idea. A video offers various ways of presenting your game, for example as a preview or a short demonstration – there are no limits. You can share the video on numerous social media channels, for example YouTube, Facebook or Instagram.
    6. Include Influencers
      Influencer Marketing is a great way to make your game more visible in the internet and to attract many potential users. You can let a YouTuber play your game in a video that will be published on his channel, or you could let a blogger test the app and review it on his/her blog. Either way, many users will become aware of your game due to influencer marketing. We at ayeT-Studios can help you find the right social media influencer -> click here!
    7. Make Potential Users Interested
      Offer users an incentive in order to make them interested in your game. You can do that by offering giveaways or couponseveryone likes goods for free.

      Minutes spent per session by games (Android & iOS) © Adjust

    8. Promote Your App Offline
      Next to promoting your game online, it is also crucial to do so offline. You could, for instance, collaborate with game stores. By placing a QR code, stickers or posters on windows traffic light posts, you’re raising awareness for your game.
    9. Prepare a Media Kit
      Public relations is also a part of mobile game promotion. Of course you want to be prepared for the press, in case they take an interest in your game. Hence, you should arrange a media kit that includes all the relevant information about your game. For example, an app summary guide, a press release, great screenshots of your game, a design collateral, great videos, founder bios and some nice pictures.
    10. Apply for Awards
      A mobile game promotion tool that will make your game interesting not only for users, but also for the press is to participate in app awards. The coverage of the award, as well as reviews of the different apps will also raise awareness for your game, which will lead to an increase in app downloads.

ayeT-Studios is an ad agency specialized in mobile ad solutions and offers customized mobile app promotion for both Android and iOS.


the benefits of app promotions

App Promotion: Everything You Need to Know to Do It Right

App promotion will reach the potential consumers in many different ways and places, online and offline. What your app promotioni strategy will look like depends on your budget, your app and your company in general.

Where Should You Promote Your Mobile App?

The two wheres for mobile app promotion:

  • Where as in which platforms?
  • Where as in which services to use?

iOS vs. Android

If you developed your app both for Android and iOS, on which platform should you start promoting your app?

It depends on your budget! If your budget is plenty, you might start with both platforms. If you are on a limited budget, you should decide on what kind of customers you want to attract.

Keep in mind that iOS app promotion is more expensive than Android app promotion. Additionally, keep in mind that iOS users are willing to spend more money for apps than Android users.

On the other hand, you need to consider that only 12,5% of all smartphones use iOS whereas Android stands for more than 80% of the market share.

App Promotion: Worldwide Smartphone Market Share

Which Services Should You Use?

There are quite a few service providers that can help you get off to the right start. In order for you to spend your money wisely, you should first consider where you need professional help the most.

User Acquisition Through Ad Networks

In order to push your app in the app store you can consider buying downloads for your app. There are two ways of doing that: Non-incentive and incentive.
Ad networks make sure that the product being advertised and the publishing site fit together, resulting in an authentic advertisement.


An app promotion tool that can easily be used is app store optimization. Many companies underestimate the effect of a visually and contentually appealing app store appearance.
Nevertheless, users are more likely to download your app if they see a nice app icon or read an accurate description. Things you can optimize are:
· App name
Find a catchy and short name with some of the keywords included.
· Icon
Create an unique and clear icon that stays in the user’s mind.
· Keywords
Use keywords that are relevant and create traffic on your app store page. Read your competitor’s app description and use similar keywords.
There are many ways to find better keywords: Synonyms, keywords of your competitors, and keywords used in your app’s reviews.
You can take advantage of keyword tools that will help you find the right keywords.
· Description
Write a detailed description of all the features of your app. Depending on the OS, you have to use keywords (Android) or not (iOS).
Regarding Android: Don’t  spam your description with keywords – you should only include your keywords up to 4 or 5 times.
· Screenshots
Make sure to include pretty screenshots of your app. The users want to get an overview of all its features. The best screenshots emphasize the app’s sales argument.

Building Your Own Brand

To make your app well known among potential users, you need to build your own brand for the app.
You can do that by creating an informative website that tells users what the app can do, why they should use it and how they can use it.
Of course, you should also include a link to the app store and your contact information.
This leads to another important step: Create your own social media channels on Facebook, Twitter, Instagram or YouTube.
The benefits can be found here.

App Promotion Sites

Another way of promoting your app is to advertise on app review sites. However, be careful: Sometimes this is a free promotional tool, but you could also pay for it.
Furthermore, you can promote your app in forums that shine a light on new apps. There, you can reach a group of people that are very likely to be interested in your app.
In addition, you can also write press releases about your app and send them to the relevant media institutions in hope that they will review your app in an article.

App Promotion: Building your website

How Should You Promote Your Mobile App?

Before planning your app promotion campaign, you need to set up your budget. To calculate your budget, you have to know different operating numbers.

Two very important key figures are the Cost per Active User (CPAU) and the Customer Lifetime Value (CLTV). With these numbers, you know what it costs to acquire a user and you know his/her worth for your app.

Further information about the most important key figures can be found in this article.


Paid App Promotion

When first starting your app, you can’t be sure about your apps key metrics:

  • What is your average retention rate?
  • How much will an active user really cost you?
  • And how much money will he/she generate on average in his lifespan?

There is only one way to find out! Lead users into your app, quick! Let’s put ASO, PR and all the nice design stuff aside for a second and focus on paid app promotion.

There are two ways of paid app promotion: the incentive app promotion and the non-incentive app promotion. Even though these two ways of promoting your app are very different, both can be used at the same time.

Incentive App Promotion

If you make use of the incentive app promotion, you will reward users for downloading and opening your app. Typical rewards could be giveaways, discount codes or game upgrades.

The incentive app promotion is an affordable way for new app providers to advertise, even if you are restricted by a small budget. You can even set a budget for a specific length of time and when the funds have been used up, the campaign stops and you will be notified automatically.
Incentive app promotion is a tool to reach a humongous amount of potential users. Nevertheless, it is crucial to know that many users might only install the app to receive the award and delete it shortly after.

Therefore, the retention rate will be much lower compared to non-incentivized app promotion campaigns. This is an important information for calculating your budget.

Non-Incentive App Promotion

When a user decides to download an app out of interest, it is called non-incentive app promotion. Typical tools of non-incentive app promotion are banner advertisements, app reviews, social media marketing, influencer marketing or even offline promotion.

Non-incentive app promotion reaches an exact group of users that are already interested in your kind of app.

Compared to incentive app promotion, the amount of users being reached is relatively small, but the users are more likely to continue using your app, hence the retention rate will be higher compared to incentive app promotion.

In order to reach high-quality users and a huge group of users, a mixture of both incentive and non-incentive app promotion is the key.

More on this topic can be found here.

Social Media App Promotion

If you want to acquire a broad and high quality audience, you can contact a social media influencer. The influencer takes the role of a testimonial, who actively promotes your app on his/her various social media channels.

The benefit of this kind of promotion is that the influencer’s followers have a high amount of trust in their idole. They trust the influencer if he/she recommends an app and are therefore more likely to download the app. Possible influencers can be YouTubers, Bloggers or Instagram-Stars.

Of course, you should also create your own social media channels, for example on Facebook or Twitter, and make sure that you spread the word about your app. Like this, you do not have to invest much time in starting social media app promotion.

Social media is a quick and easy way to keep in touch with your (potential) users. Use user feedback for app improvements and inform your users about any news, updates or changes with regards to your app.
More information on social media app promotion can be found in this article.

What Are the Best Ways to Promote an App?

There are plenty of ways to promote your app. What kind of app promotion you choose depends on your app, your company and the market you operate in.

It is always a good idea not to focus too much on only one way of app promotion, but instead to combine different tools to reach as many potential users as possible.

Furthermore, it is important that you develop an authentic app promotion strategy.

Of course, your budget always plays a big role as well. Hence, you should always compare the CPAU for every channel to check if the chosen channel is worthwhile and necessary for your campaign. Likewise, it is important that the costs are lower than your CLTV.

If you want your app to be successful in the crowded market, you will need a great app promotion strategy. AyeT-Studios can you help you plan such a campaign, customized for your specific app and your needs.

Your Guide for Successful App Promotion

Nevertheless, if you want to plan an app promotion campaign by yourself, the following graphic shows an overview of all the things to consider.

All steps of successful app promotion