A client wants to promote her new business, how many times have you heard this one before? In today’s world, one of the most obvious ways, is to offer her a mobile app for her business, let me explain.
Building an app, especially from scratch, is a big investment in both time and money, but remember, it’s an investment.
Having a mobile app for your business opens up a new channel through which you can communicate with your current customers and it gives a wider reach for bringing in new customers.
Having a mobile app can bring incredible value (and monetary return) for your business if implemented correctly.
In this article, we’ll highlight some of the benefits of creating a mobile app and how it works to promote your business, then we’ll dive into how you can get started.
While it may not have been the case in the past, in today’s digital world, every business stands to benefit from offering their customers a mobile app.
So if you’re in the service business, and one of your clients asks ” a client wants to promote her new business… ” show her this article.
Here are just a few of the ways a mobile app can bolster your business:
Not only does a mobile app open up a new channel of communication for new and existing customers, but it also builds brand awareness.
Interacting with your customers is a way for your company to build trust, which is invaluable.
If you have customers who trust your brand, they’re more likely to purchase your products and stay loyal.
Similar to brand swag items, like t-shirts and mugs with your company’s logo on it, mobile apps work in a similar way to strengthen and reinform your brand.
A few ways you can increase brand awareness through a mobile app include:
Boosting revenue and increasing sales is every business’s top goal. According to mobile ecommerce statistics from 2018, 79% of customers submit orders on mobile.
Online shopping, including through mobile apps, is an upwards trend that’s here to stay.
Customers are becoming more comfortable purchasing products and finding what they need online rather than visiting traditional brick and mortar shops.
It saves time and money and requires minimal effort. Offering a mobile app usually involves fewer ordering steps, simple but secure payment solutions, and is an overall easy and convenient shopping experience.
There is nothing more effective than offering a direct communication channel to current and potential customers.
It’s a quick and easy solution when responding to customer questions or issues.
Offering your customers a mobile app experience has the potential to provide your business with communication solutions through the following:
Mobile apps are so much more than a mobile version of a business’s website.
They offer content and features that can be personalized to a target audience. Everything can be customized based on user metrics, like location, to improve the customer experience and boost engagement.
A few features your app can include to boost engagement are:
Mobile apps are another platform your business can leverage for marketing and should be implemented into your marketing campaign strategy.
Websites are a great way for companies to attract and bring in new customers when they’re searching for what they need.
However, a mobile app is where customers prefer completing the transactions, which can strengthen brand loyalty. It offers users an easy method for shopping.
When you’re promoting items or offering discounts through your business’s other touchpoints, be sure to also send push notifications through your mobile app.
It’s important to keep in mind that while your mobile app strategy is an extension of your other marketing platforms, like your website and company social media accounts, it should have it’s own strategy since it’s a completely different touchpoint.
Through mobile apps, you can easily track and analyze user behavior. This data is incredibly valuable and closely analyzing it will help you improve your mobile app experience, which in turn will drive engagement and boost sales.
Some of the activity you can track in today’s mobile apps includes:
Having this user data is also important when it comes to personalizing your content. For example, based on a user’s location, you can send them push notifications if there are any deals in that area.
And based on a user’s gender and age, you can send them more relevant content.
Building out a custom mobile app for your business is guaranteed to expand your target audience reach and drive conversions, but you need a game plan.
Let’s take a look at how you can begin strategizing on using a mobile app to promote your business so your time and money don’t go to waste.
Before getting started on building your mobile app, it’s crucial to first understand who your customers are and how they can benefit from using your mobile app.
Competition is fierce in most industries and users have a huge variety of options to choose from, so you need to build an app that’s carefully designed for your users.
Here are a few questions to ask yourself that will help get you and your team thinking:
Building an app from scratch is a costly endeavor and every feature you add will raise the price.
This is why it’s important to bring only the most valuable features to your users rather than adding every feature you can think of.
Once you’ve brainstormed, researched the competition, and come up with a core set of features, it’s time to wireframe your app.
A wireframe provides that rough sketch and visual layout you need before coding an app. It’s about navigation, placement, and looking at what the user journey is in the early mobile app development stage.
Tools like Sketch are a great way to bring your app ideas to life through prototyping and collaborating.
Think of a wireframe as a blueprint for your app. It shows your app screen by screen so you can visually see the features and user flow without having to code anything yet.
Once you start coding, you don’t want to have to go back to the drawing board. It gets expensive.
There are also more advanced prototyping tools like Proto.io that will enable you to build a working mobile app prototype.
You can perform user actions like navigate your app, press buttons, and so on to get a good feel of your app’s flow. This will really help you test-drive your app and refine it until it’s perfect before moving on to development.
If you already have a talented team who’s worked on other touchpoints for your company, like a website, make sure they have the skills needed to build a mobile app.
If not, bring in new hires. Building a mobile app often requires a unique skill set, and since it’s a costly investment, you want to make sure you have the best mobile app development team that’s going to be working on it.
Here are a few benefits to hiring a team that specializes in mobile app development:
It’s also a good idea to have a separate, dedicated mobile app team for not only the production of your mobile app, but also for future updates and app releases.
Having a mobile app requires ongoing work in order to keep users engaged.
We can’t stress enough the importance of mobile app testing. It doesn’t matter how great your dev team is.
You need to ensure you factor testing in your time and budget to reduce the chance of bugs or other issues negatively impacting your user experience.
Also keep in mind that testing should be iterative, meaning you run tests on your app through every phase of development, not just at the end.
As you build your app, different functionalities you implement can impact the code somewhere else in your project, which is why you want to constantly be testing your app.
Here are a few things you should be testing:
There are mobile simulators you can use to test your mobile app. This is a software application that is designed to work in the same way as the actual device. They’re easy to implement and they’re a budget-friendly testing option.
You should also be testing your mobile app on multiple devices, not just one or two.
So how do you bring attention to your app and get people to actually use it?
Promoting your app will require a solid mobile app marketing strategy that starts with bringing awareness and building hype before your app is released. This involves things like sending out
press releases to relevant industry outlets, demoing your app’s features for tech bloggers and journalists, and reaching out to social media groups or influencers.
Your approach will depend on what industry you’re in and who your audience is.
For example, if you’re a medication delivery company geared towards the geriatric crowd, having young and trendy influencers on Instagram promoting your app probably isn’t the way to go to reach your targeted demographic.
Instead, you might want to try direct mailers, commercials on cable TV, and other more traditional avenues.
If your business offers a newsletter, you can use that communication channel to inform your audience about your app’s features and upcoming release. Just be sure to focus your messaging on the user.
Think of the app itself as a product, so your users need to understand the value it can bring them.
Using a mobile app is a great way to promote a business, whether it’s an easy mobile shopping experience, more information about your company and products, or helpful tools that can complement those products (like a gym using a fitness tracker feature in their mobile app).
The key is to bring something valuable to your users to keep them coming back.
Once you launch your app, continue improving upon it. Collect data, gather user feedback, read user reviews, and keep innovating.
Marketing & Growth,
3 min read