App Marketing 101: How to Get Your First 100 Users (Without a Budget)

The Cold, Hard Truth About App Marketing

Your app could be the next Uber, but if nobody knows it exists, you've built an expensive diary entry.

Here's what most developers don't realize: The App Store has over 2 million apps. Google Play? Over 3.5 million. Your amazing app is a needle in a digital haystack the size of Texas.

But here's the good news: Getting your first 100 users doesn't require a marketing degree, a trust fund, or selling your soul to Facebook ads.

I've launched 8 apps over the past 6 years. Every single one hit 100+ users in the first 30 days. My budget? Usually under $100.

This guide shares exactly how I do it, step by step.

Pre-Launch: The Foundation (2 Weeks Before Launch)

Step 1: Build Your Landing Page (Day -14)

Before your app even hits the store, you need a home base.

What You Need:

• Simple landing page (use Carrd, $19/year)
• Email capture form (ConvertKit free tier)
• 3-5 screenshots of your app
• One clear value proposition

The Formula That Converts:

[Problem Your App Solves] in [Specific Timeframe]
Without [Common Objection]

Example: "Track your expenses in 30 seconds a day
Without complicated spreadsheets"

Landing Page Must-Haves:

1. Headline that promises specific outcome
2. 3 bullet points of benefits (not features)
3. Social proof (even if it's just beta tester quotes)
4. Email capture with incentive
5. Coming soon date

Step 2: Create Your "Street Team" (Day -10)

Your first users already know you. They just don't know they need your app yet.

The List:

• Family and friends (20-30 people)
• Co-workers and acquaintances (20-30 people)
• Online community members (20-30 people)
• Social media connections (20-30 people)

Send personal messages (not mass emails):

"Hey [Name], I've been working on an app that solves
[specific problem]. Since you [relevant connection],
I thought you might find it useful. Would you be
willing to try it when it launches next week and
give me honest feedback? No pressure if not interested!"

Success rate: 30-40% will say yes = 30-40 guaranteed first users

Step 3: App Store Optimization (ASO) Basics (Day -7)

Your app store listing is your 24/7 salesperson. Most people screw this up.

App Name Formula:

[Brand Name] - [What It Does]
Example: "BudgetBuddy - Expense Tracker"

Subtitle/Short Description: Include your #1 keyword and #1 benefit

Keywords That Actually Matter:

1. Use all 100 characters (iOS) or repeat in description (Android)
2. Mix high-volume and long-tail keywords
3. Include misspellings of popular apps
4. Add category-specific terms

Free Keyword Research:

• Apple Search Ads keyword planner
• Google Keyword Planner
• App store search suggestions
• Competitor app keywords (visible in their listings)

Screenshots That Convert:

1. First screenshot = your main value prop
2. Show the app in action (not just UI)
3. Add text overlays explaining benefits
4. Use all screenshot slots
5. A/B test different first screenshots

Step 4: Pre-Launch Content (Day -5)

Create content before you have an app to promote.

5 Pieces of Content to Create:

1. "Building in Public" blog post
2. Problem/solution video (60 seconds)
3. Behind-the-scenes story (Instagram/Twitter)
4. How-to guide solving related problem
5. Comparison post (alternatives to your app)

Post these across all channels with your landing page link.

Launch Week: The Surge (Days 1-7)

Day 1: The Soft Launch

Don't launch everywhere at once. Start small, fix issues, then scale.

Morning:

• Submit to app stores (if not already live)
• Email your street team with direct download links
• Post in 1-2 friendly communities
• Share on personal social media

Afternoon:

• Monitor for bugs and feedback
• Respond to every comment/message
• Fix critical issues immediately

Goal: 20-30 users on day one

Day 2-3: Community Outreach

Time to expand beyond your inner circle.

Reddit Strategy:

1. Find 5 relevant subreddits
2. Read rules (seriously, read them)
3. Provide value first, mention app second
4. Best format: "I built X to solve Y, here's what I learned"
5. Respond to every single comment

Success tip: Post at 8-9 AM EST for maximum visibility

Facebook Groups:

• Join 10 groups in your niche
• Spend a day engaging before posting
• Share as solution to someone's problem
• Follow up with interested commenters

Discord/Slack Communities:

• Developer communities love new apps
• Startup communities support launches
• Niche communities need solutions

Day 4-5: The Product Hunt Launch

Product Hunt can deliver 50+ users in one day if done right.

Preparation:

1. Schedule for Tuesday-Thursday (best traffic)
2. Prepare assets: GIF, description, gallery
3. Line up 10 people to upvote in first hour
4. Create custom discount for PH users

Launch Day Tactics:

• Post at 12:01 AM PST
• Message everyone who's ever supported you
• Engage with every commenter
• Cross-promote on Twitter with #ProductHunt
• Thank supporters publicly

Expected results: 30-100 visits, 20-50 downloads

Day 6-7: Influencer Outreach

Not celebrity influencers. Micro-influencers in your niche.

Finding Them:

1. Search your app category + "review" on YouTube
2. Look for channels with 1K-50K subscribers
3. Check Instagram hashtags in your niche
4. Find bloggers who review similar apps

The Pitch:

Subject: Quick question about [their recent content]

Hi [Name],

Love your content on [specific topic]. Your recent
[video/post] about [specific thing] really resonated.

I just launched an app that solves [problem their
audience has]. Would you be interested in checking
it out? Happy to provide a promo code for your
audience if you think it's a good fit.

No worries if it's not relevant!

[Your name]

Success rate: 10-20% response, 5-10% coverage

Week 2-4: Sustained Growth

Content Marketing That Works

Weekly Content Calendar:

• Monday: Educational blog post
• Tuesday: User success story
• Wednesday: Tip or trick video
• Thursday: Community engagement day
• Friday: Feature highlight
• Weekend: Behind-the-scenes content

Platforms Ranked by ROI:

1. SEO blog posts (long-term winner)
2. YouTube tutorials (high engagement)
3. Twitter/X threads (viral potential)
4. LinkedIn posts (B2B apps)
5. TikTok (consumer apps)
6. Instagram (visual apps)

The Review Game

Reviews are social proof gold. Here's how to get them:

The 3-Touch System:

1. Day 3 after download: "How's it going?" email
2. Day 7: If happy, ask for review
3. Day 14: Final request with direct link

Scripts That Work:

"Hey [Name], noticed you've been using [App] for
a week now. How's your experience so far?

If you're loving it, would you mind leaving a
quick review? It helps other [target audience]
discover the app.

[Direct link to review page]

P.S. If something's not working, reply and let
me know. I'd rather fix it than get a bad review!"

Referral Program (Cheap and Effective)

Built-in viral growth without complex tech:

Simple System:

• User refers friend = both get premium month
• Track with unique codes
• Promote in app and emails
• Make sharing dead simple

Tools:

• ReferralHero (free tier)
• Manual tracking with spreadsheet
• Built-in iOS/Android sharing

Results: 20-30% of users will refer at least one friend

Advanced Tactics (That Actually Work)

The "Fake Door" Test

Before building features, test demand:

1. Add "Coming Soon" button for feature
2. Track clicks
3. Pop up: "Want early access? Enter email"
4. Build only if significant interest

The "Competitor Keyword" Play

Totally ethical and highly effective:

1. Bid on competitor brand terms (Google Ads)
2. Create comparison content
3. Target their negative reviews
4. Offer switcher discounts

The "Podcast Guest" Strategy

Easier than you think:

1. Find podcasts interviewing app developers
2. Pitch your unique story angle
3. Prepare 3 interesting stories
4. Mention app naturally, not forcefully
5. Provide special link for listeners

Result: 50-200 highly engaged users per appearance

The "Template/Tool" Method

Create something valuable and free:

• Notion template related to your app
• Google Sheets calculator
• PDF guide or checklist
• Email course

Require email, mention app in footer/signature.

What Doesn't Work (Save Your Time)

Don't Bother With:

• Paid PR services (complete waste)
• Instagram ads (too expensive for apps)
• Mass email lists (spam city)
• App review sites that charge
• Generic press releases
• Buying reviews (you'll get banned)

Controversial Opinion:

Facebook ads aren't worth it until you have 1000+ users and solid retention. Focus on organic first.

Tracking What Matters

Week 1 Metrics:

• Downloads (vanity metric but motivating)
• Day 1 retention (should be >40%)
• Reviews/ratings
• Landing page conversion

Week 2-4 Metrics:

• Weekly active users
• User activation rate
• Referral rate
• Cost per acquisition

Tools:

• Google Analytics (free)
• MixPanel (free tier)
• App store analytics
• Spreadsheet (seriously, it works)

Real Campaign Examples

App #1: Budget Tracker

• Niche: Personal finance
• Strategy: Posted in r/personalfinance and r/frugal
• Result: 147 users in first week
• Key: Solved specific problem (subscription tracking)

App #2: Prayer Journal

• Niche: Christian community
• Strategy: Facebook groups + church networks
• Result: 312 users in first month
• Key: Deeply understood audience needs

App #3: Workout Timer

• Niche: Fitness
• Strategy: Instagram fitness influencers
• Result: 89 users first week
• Key: Visual demonstrations on social media

The First 100 Users Checklist

Pre-Launch (2 weeks out):

• [ ] Landing page live
• [ ] Email capture setup
• [ ] Street team identified
• [ ] ASO optimized
• [ ] Content created

Launch Week:

• [ ] Soft launch to street team
• [ ] Reddit posts (3-5 subreddits)
• [ ] Facebook groups (5-10)
• [ ] Product Hunt launch
• [ ] Influencer outreach (10-20)

Weeks 2-4:

• [ ] Daily content posting
• [ ] Review requests sent
• [ ] Referral program launched
• [ ] Podcast pitches sent
• [ ] Metrics tracked

The Mindset Shift

Stop thinking like a developer. Start thinking like a problem solver.

Your first 100 users don't care about:

• Your tech stack
• Your design awards
• Your coding skills
• Your startup story

They care about:

• Will this solve my problem?
• How quickly?
• What's the catch?
• Who else uses it?

Your 30-Day Action Plan

Week 1: Foundation

• Days 1-2: Landing page + email setup
• Days 3-4: ASO optimization
• Days 5-7: Content creation

Week 2: Launch

• Day 8: Soft launch
• Days 9-11: Community outreach
• Days 12-14: Product Hunt + influencers

Week 3: Amplify

• Days 15-17: Content marketing push
• Days 18-21: Review campaign

Week 4: Optimize

• Days 22-24: Analyze and iterate
• Days 25-28: Double down on what works
• Days 29-30: Plan month 2

The Truth Nobody Tells You

Getting your first 100 users isn't about having the best app. It's about:

• Being helpful in communities
• Solving a real problem
• Showing up consistently
• Building relationships
• Following up relentlessly

The apps that win aren't the best built. They're the best marketed.

Resources and Tools

Free Tools:

• Canva - Screenshots and graphics
• Buffer - Social media scheduling
• Mailchimp - Email marketing (free tier)
• Google Analytics - Track everything
• HARO - Free PR opportunities

Paid Tools (Worth It):

• Appfigures - ASO tracking ($12/month)
• Ship - Product Hunt launch kit ($79)
• Typeform - User surveys ($25/month)

Communities to Join:

• Indie Hackers
• Product Hunt Makers
• r/startups
• Your niche-specific groups

Final Reality Check

Your first 100 users will be the hardest. They'll also be the most important.

They'll:

• Find every bug
• Request weird features
• Write your first reviews
• Become your evangelists
• Determine your app's future

Treat them like gold.

The Challenge

I've shown you exactly how to get your first 100 users. No excuses. No "but my app is different." No "I don't have time."

You have everything you need.

The only question: Will you execute?

In 30 days, you could have 100+ real users using your app. Or you could still be reading articles about app marketing.

Choose action.

Your first user is waiting.

P.S. - When you hit 100 users, email me at james@jamespelton.me with "100 USERS!" in the subject. I'll personally share your app with my audience. That's a promise.