Mobile Apps: Attract New Customers And Increase Your Marketing Effectiveness

Hey you. Look over here.

Perhaps carrots and sticks wouldn’t have been as relevant as an image of beating a dead horse, but effective nonetheless. It is an oversimplification to say, “improve your marketing to attract new customers”, then reiterate spills about relevant content, social media, segmentation, analytics, measurements, etc. Today’s digital marketing is far similar to science and engineering, than the creative landscape of the past.

With hundreds of new tools popping up all the time to continue to strengthen and enhance these strategies, you could quickly find yourself managing multiple databases, checking reports from various online sources all while originating fresh content to deploy across various mediums and simultaneously be developing a brand that will resinate yet facilitate an immediate desire in your audience’s mind to convert.

We’ve learned to better integrate customer data capture across marketing channels (print, radio, TV, outdoor, web, social media, etc). Most have discovered simpler ways to tie all these advertising channels into a single, integrated database from where coupons, promotions, loyalty programs are directed toward customers.

conversion-optimization

Marketers and businesses that currently keep their customer data in several, separate silos reduce overall marketing ROI. Individual or independent restaurant owners can use these same inexpensive strategies to attract new customers and improve profitability.

Personalization Using Customer Data

Let’s use the Food Service Industry as an example. A market research firm determined that U.S. restaurant industry visits declined from 62.7 billion in 2008 to 60.6 billion in 2011 and independent restaurants accounted for 87% (2 billion) of these traffic losses.  During this time 7,000 independent restaurants closed. While a 2012 poll reported consumers planned on dining out less often.

An interesting fact is that the major restaurant chains increased market share during this time frame. So what are they doing to attract and retain customers?

Marketing professionals reported that the main way customers decide where to dine comes mostly from word of mouth recommendation. Yet, when it comes to identifying, activating and rewarding those customers there is a lack of information on who these individuals are. Social media makes connecting with current customers or diners outside of the restaurant simpler. However, diners are want more: They want to get up close with who’s in the kitchen. Restaurants that are using mobile marketing are the ones grabbing market share from the smaller, independents.

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Exclusive Customer Connection At Your Fingertips

The latest statistics show that around 87% of households have mobile phones and over 32% of mobile users use their mobile device exclusively to access online information. 95% of mobile users will open your messages vs only 5% open your email. Being in their pocket, you can more effectively command their attention, improve overall loyalty and grow revenue.

An often underutilized marketing tool, a custom mobile app, could be the most useful for businesses. Particularly for small to medium sized organizations that lack the resources to successfully manage the complexity that can come from maintaining an effective digital marketing strategy.

If developed correctly a mobile app will own prime real estate on your customer’s mobile device and function as an extension of your service, enhance your brand image and isolate your business from the noise in a competitive online landscape.

Developing a mobile application starts and ends with the user experience and user interface (UX/UI). Unlike other mediums marketers are accustomed to mobile applications evolve slower, often don’t deliver remote content and can become over cumbersome with needed imagery and features.

Speaking directly with a pro mobile app development team, like Riveloper will provide a richer understanding of the scope, capabilities and professional input, to help guide you in deploying an app that maintains a premium status on your customer’s smart phone. Developing a mobile app alone will not achieve the same results and often leads to user deletion or inactivity. Riveloper, provides detailed analytic reporting on downloads, installs, usage and deletion that act as useful analytical metrics that deliver the results you want in formats marketers and business professionals are already familiar with.

 Conclusion

Every industry and business is unique. And while there maybe no single marketing plan that is a catchall to grow customers, there are low cost, free, and valuable new tools appearing all the time that marketers can utilize. But for the most personal direct customer experience, nothing comes close to a custom mobile application tailored for your business goals. It’s the nearest neighbor to the stick and carrot that the marketing toolkit can provide.

Backlinks, Like Several SEO Tactics, Should Occur Naturally.

Use Proper Backlinks for Accurate SEO

Yes, back-linking is still a relevant consideration for  SEO in 2016.However, today how you employ backlinks will be vastly different from just a couple of years ago. Simply inserting links on a website in exchange for the same will not improve conversions.

Your analytic report could even mislead you here.   because a user clicks a link that directs them to your site, does not mean they are seeking your service or were ready to be directed away from the content they were at.

But, let’s be honest. Other than random sites that potentially have no relevance to your subject matter you are often left with negotiationing this arrangement with your clients, or industry trade publications.

It is unlikely the people researching your customer’s site are looking for your service directly. Increasing the likelihood of a higher bounce rate. And trade publications will often compile directory lists where your site has no more vantage than a competitor. If it is a paid ad spot, that could go either way depending on the market you are in and the user’s current need of your offerings.

If your back-linking strategy appears to be random, search engines will detect an attempt at deception and in fact lower your ranking. Also, if they detect an increased bounce rate from user’s being directed to your site when they were seeking other information, search engines will strike you again.

The best answering to getting links to your site is let them happen. You shouldn’t have to intervene. If you provide user relevant content, and it isn’t interpreted as sales tactic, then other sites will link to you because they feel it will in turn benefit them through giving their user’s the content they are actively seeking.

I’ve made it clear my mixed feelings about using SEO as a strategy and not a framework to house your content in several posts. Yet, I continue speaking with more and more clients that have invested small fortunes in an attempt to manipulate, rather than work with the system.

We have even started finding these retired maneuvers being applied to ISO (In Store Optimization) for mobile apps. Eventually not only is the budget for promoting the app depleted but the app and all the vested resources there are gone as well.

We would rather spend our time with our clients developing the best user experience and interface for their website or mobile app; and not salvaging what another organization sold them earlier. You don’t need to be a web designer to manage basic SEO. There are countless free guides and tools to help you test your site and note any broken or weak links.

Gain success with your mobile app with these points.

Skærmbillede-2015-09-18-kl.-09.23.22There are now over one million apps available online in the app stores. While the number of apps hitting the market is still increasing every month, the question is, how many get noticed and which ones are generating revenue?

A study conducted showed one in four downloaded mobile apps is never used thus making download rates a misleading measurement against adoption. After all, there are only a handful of apps that each of us uses daily.

Consumers launched 7.9 apps per day in 2012. So how does one get their app to become the top app that users will use?

The Four points that will gain your app success are:

1. Solve a problem.
There are two ways to look at problems that can be solved. You can solve either the intrinsic problems or the ones that are enhancements. Each of these approaches works equally well as long as it satisfies a need for consumers.

2. Make it intuitive.
Are you making life simpler for your user? Can people figure out how to use your app within seconds? A great user experience also means making sure your app is free of errors. According to one report by Compu-Ware, only 16% of users try a problematic mobile app more than two times.

3. Start marketing early.
Don’t make the mistake of starting your marketing plan once your app is developed. Successful apps are promoted before they are deployed in the app store.

Divide your marketing plan into phases: pre-launch campaign, launch campaign and post-launch. Create customized images that will go up on your app store profile page. Use screenshots of your app in the app store description. Write a detailed app description using  keywords.

4. Strategic distribution.
With the many distribution channels available for apps today, you have to choose a combination of those that work best for your audience.

How you make your app available in terms of pricing is also a big driver. Offering a free version of your app to grab users, then providing premium content is a great way to grow traction. Other ways: choosing the right PR tools, launching app giveaways and have contests.

The best widget is only worth as much as what people can do with it. So be sure that your app gets noticed and that your audience benefits. If you need to get your app to market quick, and know that you could change the world – Riveloper’s team, can help.

The Cost To Develop A Mobile App

Responsive web design allows one website to work cross functional along multiple browsers.

It is one of the top ranked long tail keywords in mobile app development. “How much does an app cost to create?” Whether your app is built by a large software development company or by more personal firms like Riveloper, true apps do have some cost. But not as much as you may think. There are a few important points to consider when calculating your app’s cost.

First and foremost is the scope of your app and the time it will take to develop. Should there be a mobile web version? Will it need to run on both Android and iOS platforms? How many unique views need to be designed? Which third party and open sourced resources need to be purchased? Will your app require database integrations with Salesforce or CRM systems? What about live stream video broadcasts?

My point is that app development costs can vary heavily. Typically starting around $4,000 and up. And you are probably wondering how the heck do I know what’s a fair cost. As an example let us presume your app project will cost around $20,000; what type of team are you going to get? Are you getting a fully scalable product? I have had client’s approach us who have paid more than double the fair value for the end product they received. And I’ve seen others that received nothing more than a web page with a shiny icon. My point is cost is relative to every type of service. And app development is no different. Higher cost doesn’t always translate to better though, and deals to-good-to-be…well.

Cost should be the final discussion point during your negotiation. Not the first. Sure, you may mention a budget to see if you are even going to be in the range for app development – but you should cover every expectation, timeframe, and on going support that all contribute to the value of the final product.

Riveloper decided early on that we would work on a fixed price model. No sticker shock a few weeks in when hourly rates begin to escalate and the worries of unforeseen delays won’t cripple your project’s budget. We typically analyze the market you are targeting during discovery. We’ve turned down a few projects simply because they would return nothing to the client. We have also helped businesses pivot their model to be competitive, generate return, or better service their users than their original concept would have allowed.

The numbers are in and the tides have shifted to where users are using mobile devices nearly 13% more than their desktops to access online content. Studies have shown than companies who offer a mobile application aside from a mobile optimized web site are about 34% more likely to convert a sale than without.

So while cost is part of every negotiation, let’s first start with the return. If you need help coming up with that great idea to bring your brand, or business into the mobile arena contact Riveloper and we will explore the potential together. In the meantime if you want to check if your website is mobile friendly, you can use our free web score test here.