user experience

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.

The Rise of Digital Marketing

Screen Shot 2015-02-09 at 1.26.20 PMThe digital world is tied directly to data, and data is everywhere. When it comes to marketing, data informs marketers about audiences, their interests, intentions, and where they choose to interact. I believe that being able to analyze big data, create original content and having a sound digital strategy are three key factors a company should consider while aiming for success in the current digital climate.

Big Data

Because of the rise in available data, digital media has become an incredibly integrated part of consumers’ daily lives, and digital platforms are constantly updating themselves in order to provide the best user experience.

Being able to analyze and report data is a key component to any marketing strategy (at least it should be). Everything will be enhanced by the growth of big data – get ready!

Content

I’m sure you’ve heard the phrase, “content is King”. When content is relevant and interesting, consumers cannot wait to read and share your brand’s content. This includes video content too (Instagram recently introduced a looping feature on their videos!).

Also, blogs are making a comeback because SEO matters now more than ever, and you need content to post on your social media sites – what better content than your own, right?

Digital Strategy

The changing digital landscape means digital marketing is constantly evolving, and marketers, like myself, are forced to learn how to use new software, how to use different platforms (including mobile), how to apply new techniques, and how to manage and optimize marketing efforts.

Location matters more now too. As the Internet grows at an incomprehensible rate, users are looking for more local experiences. We’ve seen the emergence of companies, like Uber and UberX, providing local goods and services at the push of a button. Being able to offer customers a local experience (that’s easily accessible via their smartphone – think convenience) keeps you relevant. This means we should see a rise in the amount of geo-targeted advertising, and social content created.

Content creation, SEO, and social media, shouldn’t be treated as specific departments, but rather as skills that exist inherently within your marketing agency (or internal marketing team).

What does this mean for businesses today?

Before you, or your company, settle on a marketing budget, I recommend you look at the latest trends and technology, and understand which of these your customers use so you can create a plan that leverages all available data. The success of today’s marketing campaigns largely relies on sound marketing strategies that have adopted new digital technologies.

If you’re unsure of where to start or if your marketing strategy is outdated, please contact me at info@creativeworksmarketing.ca to see how I can help your business.

Does your company have a digital strategy in place? What are your biggest challenges with digital marketing? Comment and share your thoughts with me!