Month: April 2016

You Have an App, Now What?

Screen Shot 2016-04-19 at 8.45.09 AM.pngMobile apps have increased in popularity over the last few years, to the point where it seems like everything and everyone has an app. The growth in this industry has been so extensive that we are now ordering and paying for our morning coffees from our phones, paying for parking and even tracking our nutritional information with apps.

With the widespread knowledge and availability of the app industry, developing the app isn’t the challenge anymore; it’s attracting users and getting them to engage with it regularly.

In my experience, attracting and engaging users to sign up and continually use your app is the main challenge facing many businesses using this digital marketing tool. I’ve outlined below a few ways you might consider to help you increase and retain users for your app:

  1. Attracting the Audience

Incentives in the form of a referral program, for example, are great ways to spread awareness of your app. When a current user refers a friend, both of them get a reward, which may be anything from a gift card to app credits. For apps, referral programs really work. In the digital age, referral programs for your app could cause a ripple effect and before you know it, one referral has turned into hundreds if not thousands of new users. Invest the time to understand your target audience and create the “right” incentive program because they have to value what you’re offering.

  1. Building Partnerships

You may not have considered this, but partnerships with other apps (particularly those that have users that would not necessarily be interested in using your app), seems to be building strong alliances and benefits for users. For example, the MyFitness Pal app has partnered with Pedometer and other distance calculating apps, making it easy for people to integrate their physical and nutritional data and great for the app owners who have been able to extend their user base.

Finding relevant partners that would work for your app is key to making this a success. It is important to again invest the time to think about what apps would give you the perfect symbiotic relationship that would benefit you, them and your users.

  1. Leveraging Social Media Sharing

Your current users are your best brand ambassadors, so treat them as such. Happy customers share their happiness with their friends, so think about implementing a sharing program on the app. Is there an easy way for users to share their experience on the app to their social channels? For example, if a user is using an app to record their morning jog, can they issue a distance challenge to their friends via Facebook? Allowing this capability on your app will expose the app to your current user’s network, multiplying the exposure of your brand. In a culture of sharing, users are happy and proud to share what they’ve done, so think about what aspects of your app can be easily shared to networks like Facebook and Twitter, as the reach here is endless.

Whether your app is aimed at B2C or B2B, these suggestions are sure to provide you with valuable direction for increasing user acquisition.

4 Tips for SMB In-App Advertising

adhereiphoneAs a SMB, you may not have considered advertising on an app (in-app advertising) because at first glance, it may seem complicated or far removed from the services you provide. But with the average user spending 198 minutes in apps while on their smartphone each day, compared to just 22 minutes on the mobile web, it’s time to consider this area of advertising for your business.

One of the reasons I feel in-app advertising is growing is because it provides a better solution to capture targeted consumer attention and entice them to interact without interruption. Here are my tips on in-app advertising for SMBs:

Research

Invest the time to do your research as to which app might make the most sense for your service or product. Look at what apps could be relevant to your audience and what type of advertising would be a good fit for this medium e.g. do you want them to download something, watch a video on a product, or answer a poll?

Information

When using an app on your mobile device, a pop-up usually appears asking you to share your location information. This location information is one of the reasons why in-app advertising works because it uses this data to understand and engage with your audience. Think about how this data can help you get a complete picture of what is going on at a certain location in real-time and how combining it can help you to find the right audience for your message.

Format Options

In-app ads, like banner ads, have various placement options. Apps offer banners that appear at the top or bottom of popular games, as well as more advanced social media auto-play videos and sponsored posts.  Depending on your business and marketing goals i.e awareness vs. click-through offers, you’ll need to test which ad placement and format works best for you.

Creative

There is no doubt that to get the attention of your audience, you’ll need to step up your “game” on your creative approach. To get noticed, you will need to create relevant, non-invasive and compelling ads that are uniquely targeted to your audience.

I encourage you to take a look at in-app advertising because not only is it more targeted, it has proven to perform 11.4 times better than standard banner ads, making it almost as effective as Google searches.