It depends on what your product is and how much budget you have, but also there are free ways to market your app.
App marketing is a serious job. Considering the growing number of newly launched apps every day, the competition is pretty harsh. You need to work very hard to provide such an incredible product that people will be willing to pay for. So firstly make sure you have a good quality, work on the UX to make sure you fix all the crashes on time and satisfy users. Because it this is done word of mouth will come for help and you will see a dramatic increase in installs.
Then you can use social platforms to talk about the app, share some info on it. Join discussions on Slack, LinkedIn, use Facebook. Spread info about your app everywhere, make people read them and get them download the app.
App store optimization (ASO) is very crucial too. It will help you attract more and more users every day. Work on the app icon, description, include screenshots and more.
Lastly, here are a few articles that will help you understand all these much better and try to become successful.
Enjoy and good luck!!
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