When we talk about apps, we often focus on the consumer application. Without a doubt, apps have provided a lot of value in the B2C market, but as a business owner who deals mainly with B2B clients, I wanted to address the value of utilizing an app for the B2B market.
If you’re a B2B owner thinking of creating an app for your business, in addition to asking yourself if there is something specific that you can accomplish with a mobile app that you can’t with your website, you’ll want to evaluate the need for an app in terms of adding value to your brand.
I’ve outlined below a few areas to consider when evaluating whether an app will bring value to your brand:
- Provide a direct marketing channel
A mobile app essentially narrows the gap between you and your customer. It reduces the steps that your customer has to go through to reach you. You can use an app to make it easier for customers to pay bills, place orders, book meetings, or get rewards.
- Showcase products and services
You can use an app to showcase your products and services. This would be especially useful if you have a comprehensive product offering. Customers can shop for parts, accessories, and features through the app. The great thing about apps is the ability to send notifications to the user’s smartphone or tablet device. The benefit of that is that you can increase the likelihood of your customers discovering featured products and services.
- Customer service and support
An app can also be used to provide customer service and support directly to your customers. You can build a messaging feature that allows customers to reach you directly. You can also offer resources, such as instruction manuals or help guides, which can help your customers access your products or services.
- Brand extension
Increasingly, mobile phones and tablets are becoming the primary tools for accessing the Internet. The change has been most profound in the consumer market, but as these mobile computers become more powerful, businesses are increasingly relying on them to do work. An app can extend the reach of your brand by making it easier for these mobile users to access your business.
- Stand out from the competition
Mobile apps at the small business level are still rare. If you can add value through the app, then the app can be leveraged as a point of differentiation from your competitors.
The greatest benefit of an app in the B2B space is the ability for customers to engage with your brand by offering them a benefit that they then tie to your value proposition. An example of this is through reward apps. Reward apps allow businesses to know more about the buying habits of their customers by giving them reward points towards free merchandise or services. If there is a perceived value of your app by the customer (i.e. reward points), then there is a greater likelihood that it will succeed!
Do you see the value of creating an app for your business? If so, will you take the next steps to creating one? If not, what is holding you back?