Push Notifications Are an Essential Marketing Tool for SMBs

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As more people engage, consume and make purchasing decisions using their mobile devices, the popularity of push notifications by business mobile app owners continues to grow. Not only will more companies build mobile apps and employ this technology moving forward, but they will also continue to explore the marketing potential it brings. For marketers, push notifications represent an ideal way to stay in touch with prospects and customers.

Push notifications are the fastest way to stay in contact with a connected customer and are a quick way to let people know about updates and new features.

Cross-Channel Promotions Are a Necessity

Small businesses need to use as many cross-channel promotional strategies as they can. There’s no reason to focus on just one channel because that’s not how the modern digital landscape works. These days, people spend time on their favorite sites and apps and respond differently to communications. Because of this need for diversity, the role of digital marketers keeps changing. It’s crucial to create specific content and messaging not just for specific platforms like social media, email and websites, but also for mobile apps.

Push notifications have proven efficient and should make up a significant part of any SMB digital marketing strategy. In addition to using social media channels and email marketing initiatives to highlight a new product offering; coupon; event or special, consider also using a push notification to make the announcement.

Following up with Customers Brings New Business Through the Door…or Site

Push notifications are a great way to augment your current follow-up process. Most companies already use newsletters and email autoresponders to stay in touch with customers. It’s worth going one step further, by implementing push notifications when possible. Not surprisingly, people tend to pay more attention to a push notification. They have been getting them for a while, so they are used to receiving them and know them to be important or to contain information of interest. Because users routinely ignore emails, marketers have been transitioning to push notifications instead or in addition to their email campaigns.

There are a few rules worth considering before you begin sending these out like a maniac! Remember they’re most effective when something unique and important is going on. For example, a coupon or special will get most people to look. Any vague or unrelated messages will eventually make them want to turn your business’ mobile app notifications off. That’s why picking your spots makes sense. If you don’t overdo it and get your timing right, you’ll have a very high click-through and conversion rate. The job is not to annoy people, but to give them something of interest instead. Make sure any messages you send are brief and to the point.

Add Some Extra Pizzazz with Rich Text Push Notifications

Rich text push notifications contain more than just text in their messages. They may contain web links to click for more information, a link to a specific area of the mobile app and even maps a user can click on for a location or directions that are specific to the push message notification.

Like with standard push notifications, you always want to be as focused as possible in your messages. Since push notifications tend to be short in general, make your meaning simple. People are busy, so don’t waste their precious time.

Push notifications are going to remain popular because of convenience. Any company that supplies an app will want to notify users about updates pertaining to their company and also to the app itself. In the case of bug fixes or feature upgrades, the fastest way to get users to update their app or try a new feature is with a push notification. Offer users the chance to install the new app and a significant percentage will do it quickly. Tell customers to allow notifications for the very purpose of receiving updates and if your mobile app allows for it, sign-up for the list that meets their specific interests.

Remind Inactive Users You’re Still Around!

Sometimes people forget they installed your mobile app or haven’t used it in awhile. In cases like this, a notification is in order. You can use the old “I missed you” ruse to try and drum up interest. Or, you may consider telling them about a new feature you added since they installed the app. That might be enough motivation to spur them back into action. It’s worth a try at the very least because people often install and forget apps. If someone is inactive, you have little to lose by attempting to spur them into action.

If you don’t have time or the staff to implement a push notification marketing strategy, you can always turn it over to a third party. There are many providers that can step in and fill that gap. If you used a third party to develop your business’ mobile app, your app developer may be able to assist you with a campaign strategy and implementation. Either way, understand this is a dynamic form of marketing and will require testing and tweaking along the way. Once you see patterns emerge, you’ll be in an ideal position to craft campaigns and push notification marketing strategies that work well. Just make sure your notifications are succinct and useful.

Now’s the Time to Begin Your Journey

Adapting your current strategies to mobile platforms will yield a whole new market of potential customers. The app market for small businesses has grown enormously and having the ability to “push” a message to an engaged user base is always going to be beneficial. If your business does not yet have a mobile app, get in touch with Colleen Eakins Design (CED) today, to get started developing one. CED has mobile app development plans that include push notifications (standard and rich messages) to your mobile app users.

Develop a Winning Marketing Plan for Your Business Mobile App

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If you decide to develop an app, it’s important you don’t fall into a “Field of Dreams” syndrome. That famous movie brought us the line “If you build it, they will come.” Keep in mind; they were referring specifically to a baseball field in the middle of a farm! If that’s not what you’re doing, forget all about that advice forever. For the rest of us, marketing is required to gain traction. In the world of mobile apps, you have to go out and find users!

Put Your App in the Forefront of Your Online Marketing Initiative

The strongest move to make is tying your app into all of your current online efforts. Media companies have been doing this for years. Websites that were once newspapers now have millions of users for their apps. They grew their audience by suggesting their mobile application often. The same strategy is one for you to use as the foundation for your efforts. Leverage, your current customers to help you develop an audience of mobile users.

Stand out from the Crowd

Originality pays when it comes to app design. Most ideas have already been seen, making it nearly impossible to stand out. If your app is a “me too” offering, you’ll struggle to find virality. You may not be able to come up with something entirely new. That’s nearly impossible in most cases. However, putting a twist on an idea is a way of creating an offering with sufficient differentiation. A unique take on even a traditional subject contains enough originality to create market demand. Put your thinking cap on and outline what it is that makes your application different.

Harness the Power of Social Networks to Market Your App

Social media marketing is your friend when you need to market an app. Users in every imaginable demographic inhabit the large social networks. You can find your perfect prospects by creating and distributing content that helps them decide to use your application. One of the most impressive aspects of social media marketing is that it helps people quickly endorse and recommend things they love. If they like using your application, they’ll notify friends.

Prepare an Unbeatable Elevator Pitch

Have your 15-second elevator pitch ready for everyone. It’s crucial that you’re able to outline the benefits or your app fast. People are known for their short attention spans these days. Bore them at your peril! If they don’t “get” what you’re all about quickly, they’ll move on. Even 15 seconds might be too long. Shorten your pitch to even less if you can. Look at the impact that “ride-hailing” apps have had on the world. That show a two-word description does a perfect job of exposing the main feature of the app. Think along those same lines and you’ll be able to sell a download to just about anybody. People always want to know what’s in it for them.

Never Forget Branding

Marketing your mobile application requires a strong branding effort. The fastest way to gain attention in a marketplace is a strong brand. The world’s most famous ones dominate due to their inherent strength. You aren’t looking to convince everyone in the world to try your app. Instead, focus on defining your targets as precisely as possible. Don’t underestimate the importance of having a catchy name and tagline! People love extraordinary brands, so it’s worth putting forth the energy to create one.

Figure out What Your Competitors Are Doing to Market Their App

It’s a smart idea to know your competition. Your mobile app is not going to be the only one of its kind. You can be sure of that simple fact. Therefore, you should take the time to study what the other companies are doing to spread their version. You may be able to incorporate some of their ideas into your overall marketing strategy. You also can spend some time differentiating your offering from theirs. One of the most common questions prospects wonder, “why should I choose this one over another?” Make sure it’s clear to them why your download is the superior one.

Understand the Subtleties

Android and iOS apps require different types of marketing strategies. Android apps can be uploaded free to large vendors, which is fantastic. However, since it’s free, expect lots and lots of other apps to be there already. Apple listings cost hard earned money, meaning you have to make back more money for the efforts. You may decide to combine both kinds of apps for the widest possible audience. If you understand demographics, you’ll see patterns emerge. Your typical users are going to have many things in common. Refine these people’s characteristics to the point where you’re able to target people quickly and then consider paid placements. You can advertise apps just about everywhere mobile users hang out.

Don’t Forget the Importance of Quality

Apps that function poorly or look bad won’t get anywhere. You have to be a stickler for high quality. Hire a professional developer who knows the business inside and out. There are many new app developers out there who just don’t have the experience needed to produce quality, useful mobile apps. It’s tempting to give them a try, but resist the urge and go with professionals. Once your app is out there, the last thing you want is to deal with bugs. With the right team and framework in place, your user base will flourish. You won’t need to go back and tweak any poor code or fix bugs! Stick with the best development and the rewards will be enormous.

Making a mobile app is a significant step towards effective mobile marketing. The best apps fit in with your other initiatives, strengthening your branding and selling. With a comprehensive marketing strategy in place, you’ll see the types of results other companies only imagine in their dreams. Apps deliver a high degree of prestige along with their other benefits. Your business will stand out from others due to technological innovation. In today’s increasingly competitive environment, every little bit helps.

Thinking about developing a mobile app for your small business? Not sure where to start?

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Determine Your Mobile App Needs Through Research and Discovery

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More and more businesses are deciding on creating custom apps. The idea is a sound one due to all the benefits app owners receive. However, despite this desire to appeal to mobile users, many small business operators don’t understand the process involved with bringing an app from its initial design to distribution. What matters most is, that any app you develop meets your business objectives. It’s not enough to try to produce a trending app if it doesn’t deliver new customers or revenue. That’s why professional developers have come up with a system to refine the goals behind the application.

Market Research and Discovery Top the List

The initial stage of mobile app development is arguably the most crucial. Market research helps companies define a particular strategy that defines what characteristics define the app’s users. Any app you develop must fit neatly into your current mobile marketing strategy. It’s one piece of a larger puzzle that provides a cohesive user experience.

Brainstorming is a fantastic first step. Gather together your team members and have a session where people come up with useful ideas about your mobile purpose. You may not be able to incorporate every idea into your design, but the best ones will give you a starting point. Your developer is going to have a lot of information for you about your market. Give them as much insight as you can into how your customers act and they’ll help define a strategy. You need to know how your app is going to appeal to potential prospects. There must be something that draws them in and keeps them around.

Successfully solving your customer’s problems is the quick way to find users. People install the applications they think will make their lives easier. Always operate within a framework of problem-solving when you’re researching your idea. It helps that you start the project with a specific budget in mind. Budgetary constraints limit the scope of the application but are useful for establishing objectives. Armed with your goals and a budget, your developer will have little trouble coming up with an app you’ll be proud to offer!

Knowing how the app stores work helps you understand how to reach your market. You’ll have to do app marketing. Otherwise, you can’t expect to see too many installs. You’ll want your current customers to use your app, so making them aware it exists is your first plan. However, you’re also going to want to draw in potential clients who may want to try it. It doesn’t matter what your specific objective is, but it does matter how you plan on reaching users. App stores are crowded marketplaces, so the common elements of effective marketing need to be in place.

Define All the Objectives of the App

It’s clear that the app you develop must do something for users. It also must accomplish goals for your organization. With a bit of planning, that’s not going to be an issue. Are you looking to sign up brand new customers? Do you plan on charging a premium for the app? It’s crucial to discuss fundamental matters such as these before you start coding. The decision you make will define who your most likely users are and how you’ll distribute your app.

Integrating your brand message into all elements of your mobile marketing strategy is a proven way to grow your following. Most large organizations push apps aggressively through their primary marketing channels. They also reinforce their core message with their app. That’s not a bad plan for small businesses to follow.

Use Storyboards and Wireframes

This stage is where the rubber meets the road for app development. Storyboards and wireframes allow you to construct the delicate framework of your mobile applications. You get a chance to flesh out the details of your project and to assure once again that the app meets objectives. This point in your process is the right time to incorporate branding elements. Mobile apps are a powerful tool for branding and establishing communications.

During this part of the process, you’ll look at various APIs to integrate. Many applications get their power through third party APIs. Many features that you want to implement in your app can be made more robust via third parties. Data integrations and infrastructure are also going to concern your developer at this point. You have to have the right framework in place so that your app works and is scalable.

It’s important to take mobile users seriously. They now represent a vast majority of your potential market. Cohesive integrations between your current website, social, and mobile assets will help you unlock greater value across your customer chain. It pays to strategize on what your app does really. Solving recurring and persistent problems is the best way to get people to use and continue to use apps. Often, the idea of solving problems is easier said than done. Minor nuisances are not enough to build on. Instead, you’re looking for the kinds of problems that keep people awake at night! Once you tackle one of those, you’ll find that growing your app user base is easy enough.

Don’t be afraid to rely on your developer’s expertise. They have done the same type of work for other clients, so they have the experience to guide you. Once you’re able to explain as clearly as possible your vision, leave it up to them to bring it to reality. It’s not enough to get people to install your app one time. You’ll also have to come up with ways to get them to engage with the app over time. The whole process can be a daunting challenge, but with enough effort, the payoff is well worth it. Apps are growing at a rate that is truly inspirational. Your business will benefit significantly from having a quality app that works well. Rest assured, mobile marketing is going to remain a key to business success for the foreseeable future. Move ahead of the competition with an excellent app.

Thinking about developing a mobile app for your small business? Give us a shout!

Thinking about developing a mobile app for your small business? Not sure where to start?

Give Us a Shout!