Are Mobile Apps Worth The Cost And Effort?
NEWS NUGGETT: Just because you have a 'killer' mobile app, website, or the latest, greatest CTA (Call To Action) tools doesn't mean traffic, leads or conversions will inevitably follow.
In the beginning I stated I develop customized mobile apps. I believe in them. They are powerful, and they are essential if you hope to succeed in reaching and engaging your targeted audience in any measurable, consistent way. Have you seen the motion picture "Field of Dreams"? One of the most powerful lines in the movie is "If you will build it they will come." The problem? That line comes from a movie. We're discussing the real world here. As powerful as websites and mobile apps are, they are but a conduit to communicate something more important than themselves - that is to say, you, your message, products, and services.
Websites establish your existence and pertinent business information to millions on desktops, laptops, and mobile devices around the world. Similarly, mobile apps communicate your information to those who have downloaded your app to their mobile device (smartphone or tablet). In both instances, similar content is delivered, howbeit, in divergent ways. Websites have functionality that mobile apps don’t and apps can do things a website can't. Websites are designed to help you acquire new customers, mobile apps help you retain the customers you have.
However, in both cases, the crux of the matter is that content is king. If your content isn’t interesting, relevant, creative, consistent, or doesn’t appeal to the intended receiver, your shiny new toy will be soon forgotten and disregarded by those on the “other end” of the pipeline. Bottom line; if you aren’t providing regular, helpful content you runs the risk of being a "one hit wonder"!
Back to mobile apps.
They are effective because they allow all you are and all you do to reside on an individual’s smartphone at all times, wherever they go. Here is where the proverbial 'men are separated from the boys'; mobile devices only have a limited amount of real estate available to store data (like mobile apps for instance). If your app is taking up valuable storage space, you had better be sure you, as the app owner and content provider, regularly provide lots of value added information and supply accessible invaluable features. A few examples:
Push timely and informative push notifications to your app users informing them of outstanding content and directing them towards information that perhaps they weren't aware of. Provide access to video (streamed or archived) and audio messages via your app, which, by the way, is the most outstanding shortcut to positioning yourself, your business, message, and products as ‘the’ source of the most useful value-added content and resources - which in turn, results in your being perceived for what you are - the expert!
Once you have established yourself as the expert, and consistently provide them what they want AND what they need (which isn't always the same thing, let the reader understand); it solidifies and guarantees customer retention. I know; you could send out coupons, discounts, or special offers in real time through your app to their phones which would undoubtedly make them glad they downloaded your app.
In case you haven't noticed, like it or not, the world is going mobile. Mobile is the 'new internet'. And the frenzied rush into the mobile app world is destined, in the not too distant future, to catch up with, and exceed, internet access via any other avenue, which being interpreted means it is an absolute necessity that you have an effective mobile presence so the people that need you can find you. Being located is the first step toward having people get to know, like and trust you, long before they ever meet or need you. Read that last sentence again.
If you don’t have a mobile app in the mix of your overall marketing strategy, get one. If you don't, you run the real risk of waking up one day soon to realize you are irrelevant to your market. If you already have a mobile app, be sure it includes a consistent stream of value added content and touch points to your targeted audience.
Remember, the more touch points you provide, the keener the “stickiness” your relationship will be with them and the more difficult it would be, even if they wanted to, for them to find a replacement for what you provide anywhere else, at any price point!
If you would like more information on getting your own mobile app, or if you already have a mobile app, how to better utilize your app, fill out the form below: