When launching a new product or feature, businesses rely on a go-to-market (GTM) strategy. In simple words, the strategy involves steps for the business to get a competitive edge from the launch itself.

A GTM strategy usually involves market research, understanding target audience, sales and marketing plans, product pricing and post-launch strategies. The clear goal is to get your customer base interested in the app.

In this article, we’ll cover:

What is a go-to-market (GTM) strategy?
Why should your have a GTM strategy for your app launch?
Differences between a GTM strategy and a marketing strategy
How to create a go-to-market strategy in 8 steps?

What is a GTM Strategy?

A go-to-market (GTM) strategy is a comprehensive plan to introduce a new product to the market, going from the building phase to final launch. Mostly, a GTM strategy is used to launch brand-new apps or roll out new app features.

The GTM strategy is more than just a marketing strategy. It aims to help you distribute the app to exactly your target audience, encompassing all aspects of the launch:

Your target audience
Problem-solution fit
Positioning and value proposition
Distribution and sales model
Acquisition, retention, and feedback loops

A go-to-market strategy aims for a successful product launch and long-term traction. In addition to the market launch, it also works for internal team alignment with shared goals.

Why Does Your Mobile App Need a GTM Strategy?

It’s easy to build an app, especially with AI mobile app builders like Natively. The real challenge occurs when finding an audience who’d actually use your app.

Here’s the thing: Apps don’t fail because they’re useless. They fail because they couldn’t get any traction. That’s where a GTM strategy takes the lead. It gives your app a chance to stand out against your competitors.

The goal of a go-to-market strategy isn’t to promote your app. It is to define the problem your app solves, who it’s for, how to reach them and keep them engaged.

In every scenario, a GTM creates the foundation for your app’s success. It helps you find frameworks to attract and retain users. Lastly, the strategy ensures that your app’s growth stays sustainable.

GTM Strategy vs. Marketing Strategy: The Differences

A go-to-market strategy and a marketing strategy overlap in function but serve completely roles in business. Here’s a clear explanation:

A go-to-market strategy focuses on launching an app successfully and getting customers to notice it.
On the other hand, a marketing strategy aims to position how the app is perceived in the market. It’s more about the brand itself.

The primary difference is in the scope. While a GTM strategy covers a broad set of tasks to launch an app, a marketing strategy ensures to maintain demand for it.

How to Create a Go-To-Market (GTM) Strategy in 8 Steps?

A go-to-market strategy covers every step from the product’s positioning in the market to the launch. Typically, it takes place in 8 stages throughout the launch cycle.

1. Define your app’s value proposition

The first step is to define your app’s value proposition. In simple words, you need to know what problem your app solves, and why it is better than the alternatives.

Your app’s value proposition sets it apart from the competition. You can go through different aspects to define it — ease of use, affordability, performance, unique features, or something else.

The goal of the value proposition is to clearly define your app’s unique edge. This core message is crucial as it shapes your entire strategy.

2. Identify your target audience

Your app should be designed around your users. To do so, you need to know who your app is for, what motivates them, and their problem statements.

It may seem difficult but you can understand your audience by:

Talking directly to users: Conduct interviews, testing sessions, or surveys with your target audience. In this sessions, ask them about their workflows, frustrations, and goals.
Check competitor feedback: Look at your competitors’ app store reviews, community forums, and Reddit threads to see what users are saying about their apps.
Pick audience research tools: Use platforms such as Statista, Meta’s Audience Insights, or SparkToro to understand your audience’s preferences and most used social media platforms.
Analyze your data: Once you’ve gathered enough data through a waitlist, email list, or social followers, you can analyze their behaviors to find patterns.

At the last step, turn all this data into user personas. In simple words, user personas represent key segments about your audience. This should include the device your audience uses, preferred tone of voice and visuals, and where they hang out online.

This allows you create an app that fits with their preferences. For instance, if you create a web app while your audience uses mobile apps, it’s useless. User research is extremely helpful to avoid such situations

3. Analyze your competitors

To plan your app effectively, you need to know hidden opportunities for it. A good competitive analysis can help you identify these standout features.

Consider your direct and indirect competitors in your industry. You can find them out on app stores, and product directories like Product Hunt or G2. Reddit and industry-specific forums can also help you get user insights.

For each competitor, look at their:

Features: What is their offer? Which features do users love or complain about?
Pricing: How is their pricing structure? Are there free tiers, subscriptions, or one-time payment options?
User experience: Use their app yourself. Is it intuitive to use? How’s the onboarding process?
Marketing and branding: How is their marketing across social platforms? How have they positioned their brand on their platform?
User sentiment: Read user reviews and find out unresolved pain points users complain about frequently.

Summarize everything you find to find patterns. Ask yourself, “Could I make this feature more intuitive and better?” These are the hidden opportunities that can make your app provide a better experience or clearer value.

4. Choose a monetization model

The monetization model you choose determines how you’ll generate revenue, but also how users engage with your app. Here are some of the most common monetization models for apps:

Ad-supported: Monetized through ad impressions or click in the free version.
Freemium: Includes both free and paid tiers.
One-time payment: A flat fee to download and use the app forever.
Subscription: Recurring fee on monthly or annual plans.
In-app purchases: Microtransactions for additional features or upgrades.
Hybrid: A combination of two or more of these models.

Each model has its own benefits and limitations. For instance, freemium makes it easy to attract users but requires a clear roadmap to paid conversions. One-time payment models are simple but aren’t sustainable for recurring revenue.

You need to be intentional to create a strategic pricing structure. Consider how your competitors set their pricing, your users’ willingness to pay, and how each model supports your app’s long-term role for your users.

5. Select your marketing channels

Marketing and distribution become essential for your app to reach your target audience with the right message. That’s why you need to choose your marketing channels intentionally. You can use your competitive research and user personas for this.

Here are the most effective channels to launch your app:

App store optimization (ASO): Optimize your app listing with relevant keywords, clear visuals, and a description. This drives organic downloads for your app.
Content marketing: Combine SEO and marketing strategies across blog posts, videos, and guides that solve use problems to build authority.
Paid ads: Run focused ad campaigns to reach your audience on platforms like LinkedIn, Instagram, or Google.
Influencer marketing: Collaborate with influencers in your industry and introduce your app to users in an authentic way.
Social media: Share content on platforms like Facebook, Twitter, or LinkedIn to build a following, attract potential users, and make announcements.
Landing pages: These are an essential to drive signups, explain your app’s core structure, and capture emails.

Consider these as just your options. Instead of using all of them, choose a few high-impact channels that align with your audience and goals. The channels you choose will vary from industry-to-industry.

6. Run beta tests

Beta tests before launch can help you find bugs, friction points, and confusing flows that internal testing might miss. Get real users to test your app and share feedback for improvements.

At the same time, the onboarding process is equally important. A smooth, intuitive experience is essential to make a strong first-time impression for your users. So, allow your users to test the app from start to finish and find room for adjustments.

If you’re building on Natively, our platform has many tools to troubleshoot any issues without coding. You can also make any changes in the interface and functionalities quickly in our AI-powered builder.

7. Set clear objectives and track KPIs

Once you’ve launched the app, you need clear objectives to define its success. Use the SMART framework, which means “specific, measurable, achievable, relevant, and time-bound”, to set your goals and choose KPIs for them.

Several common metrics that you can measure your app’s success with are:

Downloads: The number of users installing your app.
Activation rate: The percentage of users who complete the first key action, such as a sign up.
Conversion rate: The percentage of users who upgrade to a paid plan.
Retention rate: The percentage of users who continue using your app.
Churn rate: The percentage of users who stop using your app or cancel a subscription.
Average revenue per user (ARPU): The amount of revenue each user generates for your app on average.
Customer acquisition cost (CAC): The amount of money you invest to acquire a single user.
Customer lifetime value (CLV): The total expected revenue from a user over their entire relationship of your app.
Daily/weekly/monthly active users: A snapshot of the number of active users on your app.

For example, you can create a SMART goal such as: “Reach [number] downloads and a [percent] activation rate within the [timeframe].” To achieve this goal, you’d need to track how many users sign up in your app.

8. Prepare customer support system

The real work begins after your app launch. You need efficient customer support systems to stay ready for your users’ questions and issues quickly. Such early feedback can highlight bugs and shape your next rounds of updates.

If your team is small, you can provide support with a dedicated email, a feedback form built in your app, or even a simple help center. Create clear paths to get feedback easily and gather insights as you grow intentionally.

Conclusion

In conclusion, a go-to-market strategy is more than a marketing strategy. It ensures that your app launch stirs a trend in the market and gets your target audience to try it. At the same time, the strategy keeps the user experience at a high threshold.

If you have an idea that you want to turn into a mobile app, make it happen with Natively. Our AI mobile app builder can build an app within minutes — all from a prompt.