You built an app. Now what?

Most solo founders skip the hardest part: getting people to actually use it. You can code for months, nail the UX, ship a clean MVP—and still hear crickets.

The problem is not your product. It's that nobody knows it exists.

You need an app marketing strategy. Not a vague "post on social media" plan. A real system that drives signups without burning through your savings on ads that don't convert.

Here's the truth: LinkedIn is the highest-leverage marketing channel for solo founders in 2025. Not Instagram. Not TikTok. Not paid ads.

LinkedIn lets you build an audience, demonstrate expertise, and convert users—all from organic content. No ad spend required.

This guide walks through the complete app marketing strategy I've seen work for hundreds of solo founders: the 90-day LinkedIn content plan, engagement frameworks, conversion tactics, and how to turn posts into paying users.

If you built something worth using, this is how you get people to use it.

Why LinkedIn Is the Best App Marketing Channel for Solo Founders

Most founders default to the wrong channels.

They chase viral TikToks, burn budget on Facebook ads, or spam Product Hunt hoping for a miracle.

LinkedIn works better because the economics are different:

Lower competition. Only 1% of LinkedIn users post weekly. You're not fighting an algorithm designed to suppress organic reach like Instagram or Twitter.

Higher intent audience. LinkedIn users are in work mode. They're looking for tools, solutions, and expertise. They have budgets and decision-making power.

Longer content lifespan. A LinkedIn post gets engagement for 24-48 hours. A TikTok dies in 6 hours. Your content compounds.

Built-in credibility. Your profile acts as a landing page. People can see your background, your process, your expertise—all before clicking your link.

Direct access to buyers. If you're building B2B software, your customers are already on LinkedIn. You don't need to "interrupt" them with ads. You educate them with content.

The best part? You don't need a massive following. I've seen founders with 500 connections get 20+ signups per month just by posting consistently about their building journey.

LinkedIn rewards consistency and authenticity. You don't need to be an influencer. You need to be useful.

The LinkedIn Advantage for App Marketing

Here's what makes LinkedIn different from every other platform:

You're not trying to go viral. You're trying to build trust with the exact people who need your app.

LinkedIn is the only platform where "I built this" content actually performs.

The 90-Day LinkedIn App Marketing Plan

Most founders quit before they see results because they don't have a system.

Here's the 90-day framework that works:

Month 1: Foundation (Days 1-30)

Goal: Establish presence and learn what resonates.

Post frequency: 3x per week (Monday, Wednesday, Friday)

Content mix:

• 2x building journey posts (what you learned, mistakes you made, small wins)
• 1x educational post (teach something related to your app's domain)

Engagement commitment: 30 minutes daily engaging with target audience content

Metrics to track:

• Post impressions
• Profile views
• Connection requests received
• Direct messages about your app

Month 1 reality check: You'll feel like you're shouting into the void. That's normal. You're building the foundation. Most people won't engage yet. Keep going.

Month 2: Momentum (Days 31-60)

Goal: Increase frequency and double down on what works.

Post frequency: 4x per week

Content mix:

• 2x building journey (now with more specific tactical insights)
• 1x user story or testimonial (even if it's just one person finding value)
• 1x contrarian take or hot take in your niche

Engagement commitment: 45 minutes daily engaging + responding to all comments within 2 hours

New tactics:

• Start commenting on popular posts in your niche (add value, don't self-promote)
• Send 10 personalized connection requests per week to your ideal users
• Share behind-the-scenes content (screenshots, metrics, challenges)

Metrics to track:

• Engagement rate per post
• Click-through rate on links
• Signups from LinkedIn traffic (use UTM codes)
• DM conversations started

Month 2 reality check: You'll start seeing patterns. Some posts hit, some flop. Double down on what works. You should have your first 5-10 signups from LinkedIn by day 60.

Month 3: Conversion (Days 61-90)

Goal: Turn audience into users.

Post frequency: 5x per week

Content mix:

• 2x building journey (focus on results and transformation)
• 1x user case study (show before/after, specific outcomes)
• 1x educational (teach your framework or methodology)
• 1x direct CTA post (invite people to try your app)

Engagement commitment: 60 minutes daily

New tactics:

• Create a lead magnet (checklist, template, mini-course) to capture emails
• Host a LinkedIn Live or audio event demonstrating your app
• Collaborate with 2-3 other founders for cross-promotion
• Launch a "case study" series featuring early users

Metrics to track:

• Signup conversion rate from profile visits
• Cost per acquisition (time investment / signups)
• Retention rate of LinkedIn-sourced users
• Revenue from LinkedIn users (if applicable)

Month 3 reality check: You should have 30-50 signups by day 90. Your content should feel natural. You're not "marketing"—you're building in public and inviting people along.

This framework works because it's sustainable. You're not burning out trying to post daily. You're building momentum gradually while learning what resonates with your specific audience.

If you want to streamline this entire content creation process, Postiv helps you write, schedule, and manage all your LinkedIn posts from one place—so you can focus on building your app instead of staring at a blank text box.

Content Pillars for App Founders on LinkedIn

Random posting doesn't work. You need pillars—core themes you rotate through.

Here are the five content pillars that convert for app founders:

1. Building Journey

What it is: Behind-the-scenes content about building your app.

Why it works: People love origin stories. They want to see the human behind the product.

Post formats:

• "Week 8 of building [app name]: Here's what I learned about [specific technical challenge]"
• "I spent 3 months building the wrong feature. Here's what I should have done instead."
• "From idea to first paying customer: The 90-day breakdown"
• Daily/weekly update threads showing progress

Engagement hook: Vulnerability. Share mistakes, pivots, and hard decisions. People engage with struggle more than success.

Example angle: "I launched my app to 3 users. Here's why I'm calling it a win."

2. User Insights

What it is: What you're learning from your users.

Why it works: It shows you're customer-obsessed and validates your app solves real problems.

Post formats:

• "My users told me [surprising insight]. Here's what I'm changing."
• "5 feature requests I'm NOT building (and why)"
• Case study: "How [user name] used [app] to [achieve specific outcome]"
• Screenshots of testimonials or feedback with your commentary

Engagement hook: Specificity. Use real names, real numbers, real outcomes.

Example angle: "A user saved 8 hours per week with our app. Here's exactly how."

3. Educational Content

What it is: Teaching your audience something valuable related to your app's domain.

Why it works: You become the authority. When they're ready to solve the problem, they remember you.

Post formats:

• "The [number] frameworks every [target user] should know"
• "How to [achieve outcome] without [common expensive solution]"
• "I analyzed [number] [thing] and found this pattern"
• Step-by-step tutorials or breakdowns

Engagement hook: Actionability. Give people something they can implement today.

Example angle: "The 3-step content system I use to get 10k impressions per post (steal it)"

4. Contrarian Takes

What it is: Challenge conventional wisdom in your space.

Why it works: Contrarian content sparks debate, which drives engagement and reach.

Post formats:

• "Everyone says [common advice]. It's wrong. Here's why."
• "You don't need [popular tool/strategy]. You need [your alternative]."
• "Hot take: [controversial opinion]. Here's my reasoning."
• "I tried [popular strategy] for 90 days. Here's why it failed."

Engagement hook: Strong opinion, backed by evidence. Be provocative but not inflammatory.

Example angle: "Stop trying to go viral. Build an audience of 100 engaged people instead."

5. Direct Promotion

What it is: Explicitly asking people to try your app.

Why it works: You've earned the right to ask after providing value. Most founders under-promote.

Post formats:

• "We just shipped [new feature]. Here's how it solves [specific pain point]."
• "If you struggle with [problem], I built [app] for you. [Clear CTA]."
• "I'm looking for 10 beta users for [app]. Comment 'interested' if you want early access."
• Limited-time offers or launches

Engagement hook: Clear value proposition. What problem does it solve? Why try it now?

Example angle: "I'm giving 50 people lifetime access to our app. First come, first served."

The Weekly Content Mix

Here's how to rotate these pillars across a typical week:

Monday: Building journey (weekend progress update) Tuesday: Educational content (teach something useful) Wednesday: User insight (share feedback or case study) Thursday: Contrarian take (spark discussion) Friday: Direct promotion (invite people to try your app)

You don't need to stick to this exactly, but the mix ensures you're balancing value with conversion.

For a deeper dive into building a systematic content engine, check out our guide on how to create a content strategy.

Engagement Tactics That Drive Signups

Posting content is half the strategy. Engagement is the other half.

Most founders post and ghost. They don't reply to comments. They don't engage with other people's content. They wonder why their reach is dying.

Here's how to engineer engagement:

The 1-Hour Daily Engagement System

First 15 minutes (7-8 AM): Engage with your target audience before posting.

• Comment on 5-10 posts from your ideal users
• Add genuine value (not "great post!" comments)
• Focus on posts with <10 comments (higher visibility for your comment)

Next 15 minutes (8-9 AM): Post your content.

• Write your post
• Include a clear hook in the first line
• End with a question or CTA to drive comments
• Post during peak hours (8-10 AM or 12-2 PM in your target timezone)

Next 15 minutes (9 AM - 12 PM): Respond to every comment.

• Reply within the first 2 hours (algorithm boost)
• Ask follow-up questions to drive more comments
• Tag people who might find the discussion valuable

Last 15 minutes (end of day): Engage with people who engaged with you.

• Visit profiles of people who commented
• Engage with their recent content
• Build reciprocal relationships

This system works because LinkedIn's algorithm rewards engagement velocity. The more comments you get in the first 2 hours, the more reach your post gets.

The Comment Framework That Converts

Most comments are worthless. "Great post!" doesn't start conversations.

Use this framework instead:

AVC: Agree, Value, Connect

1. Agree: Acknowledge the original post ("This resonates—I saw the same thing when...")
2. Value: Add a new insight or perspective ("One thing I'd add is...")
3. Connect: Tie it back to your experience or app ("We built [app] specifically to solve this because...")

Example:

"This resonates. I spent 3 months building features nobody asked for before I learned to validate first. One thing I'd add: user interviews beat surveys 10:1 for early-stage apps. We rebuilt our entire onboarding at [app name] after just 5 interviews and our activation rate doubled."

This positions you as helpful and credible without being salesy.

The DM Strategy (Without Being Spammy)

Direct messages work when done right.

Don't: Send cold pitches to strangers.

Do: DM people who've engaged with your content.

Template:

"Hey [name], saw you commented on my post about [topic]. Sounds like you're dealing with [problem my app solves]—would love to hear more about your experience. No pitch, genuinely curious about how people are handling this."

Follow-up (if they respond):

"That's super helpful context. I'm working on [app] to solve exactly this. Would you be open to trying it and giving feedback? Happy to give you lifetime access in exchange for honest input."

Conversion rate on this approach: 30-40% for people who've already engaged with your content.

The key is consent. They engaged with you first. You're not interrupting them.

Build Relationships, Not Just Reach

The best app marketing strategy isn't about maximizing followers. It's about building real relationships with 50-100 people who care about what you're building.

Action steps:

• Identify 20-30 people in your target audience who post regularly
• Engage with every post they publish for 30 days
• Send a personalized connection request with context
• Offer to help them with something (intro, feedback, resource)
• Build genuine relationships first, promote second

This is how you go from 0 to 10 users, then 10 to 100.

For more on building a sustainable content engine that drives consistent results, read our breakdown of LinkedIn content strategy in 2025.

Converting LinkedIn Audience Into App Users

Content builds awareness. Engagement builds relationships. But neither matters if you're not converting audience into users.

Here's how to turn LinkedIn visibility into actual signups:

Optimize Your LinkedIn Profile for Conversion

Your profile is your landing page. Most founders waste it.

What to fix:

Headline: Don't waste it on job titles. Use it to state the problem you solve.

• Bad: "Founder & CEO at AppName"
• Good: "Helping solo founders get their first 100 users without paid ads | Building [AppName]"

About section: Tell your story, then pitch your app.

Structure:

1. What problem you were facing (relatable hook)
2. What you built to solve it (your app)
3. Who it's for and what it does (clear value prop)
4. How to get started (clear CTA with link)

Featured section: Pin your best posts, case studies, or a link to your app's landing page.

Experience section: List your app as your current role. Include results, metrics, user testimonials.

The Link Strategy

LinkedIn suppresses posts with links. Here's how to work around it:

In posts:

• Don't include links in the body
• Say "Link in comments" and drop the link as the first comment
• Or say "Link in my profile" and drive people to your Featured section

In comments:

• Drop your link when people ask questions
• Use a custom short link (bit.ly or your domain) so it's trackable
• Add UTM parameters to track LinkedIn traffic separately

In DMs:

• Only send links when someone explicitly asks or shows interest
• Personalize the message around their specific use case

Create a Lead Magnet

Not everyone is ready to sign up for your app immediately. Capture emails instead.

Lead magnet ideas:

• Free template or checklist related to your app's value prop
• 5-day email course teaching your methodology
• Notion dashboard or Airtable base
• Video walkthrough or case study PDF

How to promote it:

• Post about it 2x per month
• Offer it in comments when relevant
• Include it in your profile About section
• Use it as a DM offer for warm leads

Once they're on your email list, you can nurture them into users over time.

The Soft Launch Strategy

Don't wait until your app is "perfect" to promote it.

Launch soft, gather feedback, iterate publicly.

The announcement post template:

"I've been building [app name] for [timeframe] to solve [problem].

It's not perfect. But it's ready for 20 people to try.

If you've ever struggled with [pain point], I'd love your feedback.

Here's what it does: [3 bullet points of core value]

Comment 'interested' and I'll send you access."

This works because:

• Low barrier to entry (just comment)
• Scarcity (only 20 people)
• Transparency (it's not perfect)
• Clear value prop (what problem it solves)

Convert 20-30% of people who comment.

Track What Actually Drives Signups

You need to know which content converts.

Set up UTM tracking:

• Use utm_source=linkedin&utm_medium=profile for profile links
• Use utm_source=linkedin&utm_medium=post&utm_campaign=[post-topic] for post links
• Track in Google Analytics or your preferred tool

Measure:

• Profile visits per post
• Click-through rate from profile to landing page
• Signup conversion rate from LinkedIn traffic
• Time from first profile visit to signup

Double down on what works:

• If building journey posts drive 2x more signups than educational posts, post more building journey content
• If certain topics get higher CTR, create more content on those topics
• If specific CTAs convert better, use them more often

This turns your LinkedIn strategy from guesswork into a system.

If managing all this content, engagement, and conversion tracking feels overwhelming, Postiv automates the heavy lifting—schedule posts, track performance, and never miss optimal posting times. Start with a $1 trial and see how much time you get back.

Common App Marketing Mistakes (and How to Avoid Them)

Most founders sabotage their own app marketing efforts without realizing it.

Here are the biggest mistakes I see—and how to fix them:

Mistake 1: Waiting Until the Product Is "Ready"

The mistake: You spend 6 months building in silence, then launch with zero audience.

Why it fails: You have no one to launch to. You're starting from scratch while competing with apps that have been building their audience for months.

The fix: Start posting on day 1 of building. Document your journey. Build your audience while you build your product.

Action step: Post your first "I'm building [app]" update this week, even if the app is barely functional.

Mistake 2: Posting Without Engaging

The mistake: You post 5x per week but never comment on other people's content or reply to your own comments.

Why it fails: LinkedIn's algorithm rewards engagement. If you don't engage, your posts die. Plus, you're missing relationship-building opportunities.

The fix: Spend as much time engaging as you do posting. 1 hour daily: 30 minutes engaging, 15 minutes writing, 15 minutes responding.

Action step: Set a timer for 30 minutes. Engage with 10 posts from your target audience before you write your next post.

Mistake 3: Selling Before Providing Value

The mistake: Every post is "Check out my app" or "Sign up now."

Why it fails: Nobody knows you yet. You haven't earned the right to ask. You're just noise.

The fix: Provide value for 30 days before asking for anything. Teach, share, help. Then soft-pitch.

Action step: Plan your next 10 posts. Only 1-2 should mention your app directly.

Mistake 4: Copying Other People's Voices

The mistake: You try to sound like [insert popular founder] instead of yourself.

Why it fails: It feels inauthentic. People can tell. Plus, you're competing with someone who's already winning at being them.

The fix: Write like you talk. Share your actual thoughts, struggles, and wins. Be specific, not generic.

Action step: Record yourself talking about your app for 2 minutes. Transcribe it. That's your voice. Use it.

Mistake 5: No Clear Call to Action

The mistake: Your content is good, but you never tell people what to do next.

Why it fails: People need permission and direction. If you don't ask, they won't act.

The fix: End every post with a micro-CTA. Not always "sign up"—but some form of action.

Examples:

• "What's your experience with this? Drop a comment."
• "Want the full breakdown? Link in comments."
• "If this resonates, give it a share."
• "Looking for 5 beta testers. Interested?"

Action step: Review your last 5 posts. Did you include a CTA? If not, add one to your next post.

Mistake 6: Giving Up Too Early

The mistake: You post for 3 weeks, get minimal engagement, and quit.

Why it fails: LinkedIn is a long game. Most founders see traction around day 45-60.

The fix: Commit to 90 days. Track metrics. Adjust based on data, not feelings.

Action step: Set a calendar reminder for 90 days from now. Don't evaluate results until then.

Mistake 7: Ignoring Analytics

The mistake: You post blindly without tracking what works.

Why it fails: You keep doing things that don't drive signups and stop doing things that do.

The fix: Check LinkedIn analytics weekly. Double down on high-performing content themes.

What to track:

• Impressions (reach)
• Engagement rate (comments + reactions / impressions)
• Profile views per post
• Click-through rate (if you're driving traffic)

Action step: Export your last 30 days of LinkedIn analytics. Find your top 3 posts. What do they have in common? Do more of that.

For more startup marketing frameworks that avoid these pitfalls, check out our guide on startup marketing strategy.

Advanced LinkedIn Tactics for App Marketing

Once you've nailed the basics—consistent posting, daily engagement, optimized profile—here are advanced tactics to scale your results:

LinkedIn Articles for SEO and Authority

Most founders ignore LinkedIn articles. That's a mistake.

Why they work:

• LinkedIn articles rank in Google search results
• They position you as a thought leader
• They give you long-form space to explain complex topics
• They live on your profile permanently as proof of expertise

How to use them:

• Publish 1-2 articles per month on topics related to your app
• Repurpose your best-performing posts into long-form articles
• Include clear CTAs to your app throughout the article
• Share the article as a post to drive initial traffic

Example topics:

• "The Complete Guide to [problem your app solves]"
• "How I Built [app name]: Lessons from 0 to 100 Users"
• "Why [common solution] Doesn't Work (and What to Do Instead)"

SEO tip: Include your target keywords in the title and first paragraph. LinkedIn articles can rank for low-competition keywords.

Collaborate With Other Founders

The strategy: Partner with non-competing founders who have similar audiences.

How it works:

• You interview them or feature their story in a post
• They do the same for you
• Both audiences get exposed to the other founder
• Both founders benefit from association and social proof

Action steps:

1. Identify 5 founders with 1k-10k followers in adjacent niches
2. DM them: "I'm featuring 5 founders who are building cool stuff. Would you be open to a quick interview for a LinkedIn post?"
3. Create a post highlighting their journey and tagging them
4. They'll likely share it and return the favor

Expected results: 2-5x reach on collaborative posts compared to solo posts.

LinkedIn Live and Audio Events

Why they work:

• LinkedIn notifies your network when you go live
• Live content gets preferential algorithm treatment
• It's a chance to demonstrate your expertise in real-time
• You can pitch your app naturally in the context of teaching

Event ideas:

• "Building in Public: Live Product Demo"
• "Office Hours: Ask Me Anything About [your app's domain]"
• "Case Study Breakdown: How [user] Got [result] with [app]"

Promotion strategy:

• Announce the event 1 week in advance
• Post reminders 3 days before, 1 day before, and 1 hour before
• Create an event page on LinkedIn and invite your network
• Record it and repurpose the content into posts

Conversion tactic: Offer exclusive early access or a discount code to attendees.

The Engagement Pod Strategy (Use Carefully)

What it is: A small group of founders who commit to engaging with each other's posts within the first hour of publishing.

Why it works: Early engagement signals to LinkedIn's algorithm that the post is valuable, which increases reach.

How to do it right:

1. Join or create a pod of 5-10 founders in similar niches
2. Set clear expectations: genuine engagement, not just "great post" comments
3. Share posts in a private Slack/Discord when published
4. Engage within 1 hour

Warning: LinkedIn is cracking down on inauthentic engagement. Only join pods where you'd naturally engage with the content anyway.

Better alternative: Build organic reciprocal relationships by consistently engaging with the same 20-30 people's content. They'll naturally start engaging back.

Repurpose Your LinkedIn Content Everywhere

LinkedIn shouldn't be a silo.

How to repurpose:

• Turn top-performing posts into Twitter/X threads
• Expand posts into blog articles (like this one)
• Use engagement from LinkedIn posts to validate email newsletter topics
• Screenshot high-engagement posts and share on Instagram Stories
• Turn contrarian posts into YouTube shorts or TikToks

Benefit: You maximize ROI on every piece of content you create. One LinkedIn post becomes 5 pieces of content across platforms.

For more on building a comprehensive content marketing engine, read our guide on content marketing for startups.

Scaling Beyond LinkedIn: When and How

LinkedIn is your starting point, not your ending point.

Once you've built traction on LinkedIn (50-100 signups, consistent engagement, predictable content system), it's time to scale to other channels.

When to Expand to Other Channels

Signals you're ready:

• You're consistently posting 3-5x per week on LinkedIn without burnout
• You have 30+ signups per month from LinkedIn alone
• Your engagement rate is 5%+ on most posts
• You've validated your messaging and know what resonates
• You have 3-6 months of content creation muscle memory

Don't expand if:

• You're inconsistent on LinkedIn
• You're not seeing any traction yet
• You haven't figured out your positioning
• You're still experimenting with messaging

Why this matters: Adding more channels before mastering one just dilutes your efforts. LinkedIn teaches you the content skills that transfer to every other platform.

The Multi-Channel Expansion Strategy

Phase 1: Add Email (Month 4)

• Start capturing emails from LinkedIn with a lead magnet
• Send a weekly newsletter repurposing your best LinkedIn content
• Include deeper dives, case studies, and direct product updates
• Email converts 2-3x better than social for actual purchases

Phase 2: Add Twitter/X (Month 5-6)

• Repurpose your LinkedIn posts into threads
• Engage with the tech/founder community
• Twitter is faster-paced and more conversational than LinkedIn
• Good for building relationships with other builders

Phase 3: Add a Blog (Month 6-9)

• Turn your best LinkedIn content into long-form SEO articles
• Target keywords related to your app's problem space
• Blog posts rank in Google and drive evergreen traffic
• Each post is a permanent asset that compounds over time

Phase 4: Experiment with Paid (Month 9-12)

• Once you have proven organic messaging, test paid ads
• Start with LinkedIn ads targeting your ideal user persona
• Use your best-performing organic posts as ad creative
• Allocate small budget ($500-1000/month) to test and learn

For a comprehensive view of how to scale your marketing across channels, read our guide on how to market my app.

Tools to Manage It All

Content creation:

• Postiv for LinkedIn content scheduling and writing (start with $1 trial)
• Notion or Airtable for content calendar and idea tracking
• Hemingway Editor for clarity and readability

Analytics:

• LinkedIn native analytics for post performance
• Google Analytics for website traffic and conversions
• Mixpanel or Amplitude for product usage tracking

Email:

• ConvertKit or Beehiiv for newsletters
• Mailchimp for automated sequences

Repurposing:

• Typefully for Twitter thread scheduling
• Canva for graphics and carousels
• Descript for video editing (if you add video content)

The key: Don't add tools until you need them. Start with LinkedIn + basic analytics. Scale tools as you scale channels.

The Bottom Line

You don't need a massive marketing budget to get users for your app. You need a system.

Start with LinkedIn. Post consistently. Engage daily. Build relationships. Provide value before asking for anything.

The app marketing strategy that works is simple:

1. Post 3-5x per week about your building journey, user insights, and educational content
2. Engage 1 hour daily with your target audience
3. Convert your audience with a clear profile CTA and strategic promotion
4. Track what drives signups and double down

Do this for 90 days and you'll have 30-50 users. Do it for 6 months and you'll have a predictable inbound funnel.

The mistake most solo founders make is waiting. Waiting for the perfect product. Waiting for the perfect post. Waiting for the right moment.

The right moment is now. Post today. Build your audience while you build your product.

Your app won't market itself. But a consistent LinkedIn content strategy will do most of the heavy lifting for you.

And if you want to make the content creation process 10x easier, try Postiv for $1—because the less time you spend writing posts, the more time you have to build the thing people will actually sign up for.

Now go post something.