Depending on the nature of your product, you should not be investing in much marketing when you first launch. The main reason for this is to test out the performance of your product organically without any externalities affecting your data set. The only time you’ll have an opportunity to capture organic growth data is when you first launch and these metrics are critical in determining your next steps. The entire point of launching your product is to validate the core assumptions that your product is based on. It’s sometimes helpful to outline these assumptions and make sure you have the right tools implemented to track data against them post launch. That way you won’t let your emotions get in the way of data. I recommend writing out the company vision first, the problem you are solving, and they key value propositions that the product provides. These value propositions are essentially the assumptions that underly your business.
You shouldn’t have to invest in marketing – if your product is good people will use it and will evangelize to their networks. Most of your marketing efforts should be spent focusing on tracking product/design metrics and user analytics such as engagement and traction. Who is using your product? How are they using it? Are they telling their friends to sign up? What is the viral coefficient of the product? Is your design flow optimal for customer acquisition? You should be able to answer all of these questions.
Once enough data has been gathered, generally over 2 - 3 months, you’ll be able to put together a robust marketing strategy that helps you drive towards growing the key metrics in your business. A brilliant marketing strategy will undoubtedly include a community development program that will transform your most active users into your biggest evangelists - your community will become your extended marketing team. More on that soon.
Tools you can use: - Mixpanel - Flurry Analytics - Localytics - Kissmetrics - UserVoice - Olark and many others ;)