Founders, let's be real: your marketer's job isn't to collect likes but to build a system. It’s more complicated than partnering with a top influencer or posting funny jokes from your brand’s X page. But this long-term game really works.
I’ve developed apps that generated millions in profits. I grew a romance novel marketplace from zero to 2 million users. Now, without raising a single cent from investors, I’ve scaled a platform that helps people transform their lifestyles through challenges to 1 million users and $470k in MRR. Not through creative genius, but by building a marketing system.
Here is a 4-channel marketing strategy that has proven effective for my products and can help you avoid wasting your promotional budget.
Channel #1: App Store Optimization
When launching an app, I always start with App Store Optimisation and Apple Search Ads. I realise that people are already searching for similar apps using keywords, and I'm starting to experiment with positioning ourselves to capture this niche.
My testing looks like this:
- Different value propositions in the app’s title and subtitle
- A/B testing of app screenshots
- Changing the description copy and measuring which keyword combinations drove the highest conversion from impression to install
ASA became my validation channel. I can see which audience segments converted, what cost per install I can maintain, and whether my product has real demand before moving on to more expensive channels.
Channel #2: Organic Social
If you don't have a budget, go organic.
You, as a founder, and your team, can already generate TikToks and Reels on your own and test which hooks, formats, and pain points actually resonate with your target audience. That's exactly what we did in the early stages of my newest product in a health niche.
I just shared my experience – showed the difficulties I faced and how my life was changing. This approach sparked the interest of many people who wanted to try it, and so our community began to grow.
Some say that organic content doesn't work anymore, but that's not true. Yes, random posting without a goal isn't effective. But if you follow certain rules, the results will be visible.
Here's what I'd recommend for organic content:
- Forget about the idea that you have to post every day. It's better to post regularly at a pace that's comfortable for you, but make sure your content is high quality.
- Post on different platforms instead of relying on just one. Your users could be everywhere.
- Use hashtags, keywords, and video descriptions to help people find you.
- Analyze your audience's pain points and generate content that resonates with them.
- Measure results regularly.
That's it. Not complicated, just disciplined.
Channel #3: Influencer Marketing
Most founders misunderstand influencer marketing. They think: big influencer = big results. That's wrong. Influencer marketing works when the product naturally fits the creator's lifestyle and audience, and when you focus on trust rather than reach.
How to reach influencers to get them interested in testing your product? Avoid spamming hundreds of creators with the same proposal. Instead, invest time in finding those who really fit your brand, build genuine relationships, and give them creative freedom.
Channel #4: Paid Ads
While free channels may be sufficient for initial growth, further scaling will require investment in paid ads. Do not immediately aim for large-scale campaigns, following the example of major players who test 4,000 creatives per month. Identify what works for you and gradually scale your creative factory.
Using tools such as Meta's ad library and TikTok's trends dashboard, analyze which ad creatives perform well in your niche. Save hooks, CTAs, visuals – anything you find useful. Next, combine proven market patterns with your unique positioning. Blindly copying others won't get you anywhere – you absolutely must add a unique perspective.
Each creative should test a specific hypothesis about what pain point resonates, what hook stops the scroll, and what call-to-action converts. In our case, we launch ads, measure performance within 1-2 days max, and either kill them or scale them. Act fast, don’t wait two weeks to evaluate a campaign.
After a while, you will be able to build a library of winning hooks and conversion patterns and use them to produce variations while maintaining the core elements that actually convert.
The System Is the Strategy
This system isn't a growth hack. I'd describe it as disciplined execution across four complementary channels.
Start with the most affordable channels available to you – ASO and organic. Engage with your audience, analyze patterns, and then add collaborations and paid advertising. This way, you're not relying on viral luck, but can grow gradually and confidently thanks to your marketing structure.