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TL;DR
A live coaching call with Neil (founder of Scribe AI, an AI note-taker) on what to do once ASO, Apple Search Ads, and Indie App Santa are locked in. Steve’s answer: the two next moves are localization (cheap, leverages ASA) and Meta ads (to scale past 50-100K), with ad intelligence tools and relentless creative production as the systematic engine. This source belongs to the app-masters-youtube batch.
Biggest lessons
- Sequence: ASO + ASA + Indie App Santa to prove the funnel cheaply, then scale with Meta once you’re confident the app monetizes — don’t start with Meta cold.
- Use ad-intelligence tools (App Magic, Facebook Ad Library) as the system — spy on competitors’ impressions and AI-generated creatives; one app studied was doing $2M/month almost entirely from Meta, not ASO.
- Watch revenue-per-download, not cost-per-install. A $1.50 install is worthless if it doesn’t convert; high-revenue categories (fitness, health, education, B2B) scale on Meta. Raise a $20/yr to-do app to $40 before Meta can work.
- Use the “where did you hear about us?” onboarding screen as backup attribution and to gate a hard paywall to Meta-sourced users — sends faster, stronger purchase signals.
- Localize / enter foreign markets (Thailand, Germany, Philippines) where ASO is cheaper and less competitive; if there’s no keyword for your category yet, treat it as neutral — build the market with Meta, then lock in with ASO once you’re #1.
- Skip the chase for viral organic and recurring communities as primary acquisition — a winning Meta creative lasts months; viral/Reddit/community pushes are one-time boosts better suited to retention/product-led growth.
Why it matters
- A practical “what’s next after ASO” roadmap that ties the wiki’s launch, ASO, paid, and localization threads into one decision tree.
- Reinforces simple metrics (spend vs. revenue, revenue-per-download) over dashboard overwhelm, and Meta lifting organic App Store search.