Small Business Owners Take on Apps
Small business owners wear many hats, and they’re often early adopters of new strategies and technologies. They are quick to sense what strategies for customer acquisition and retention will work best and so it is not surprising that they are beginning to embrace Application Marketing. Simply put, application marketing is using apps to deliver branding, messages, content, and/or functionality to reach target audiences. And it’s attracting entrepreneurs for many reasons, namely affordability, ease of use, and return on investment. Whether you’re new to App Marketing or already reaping the benefits, there are a few things that you must know. Read on!
Apps Go Beyond Mobile Phones
Much of the noise in the marketplace is about mobile apps for the iPhone or Blackberry, so you’re probably wondering: Where can Apps take your business? But the world of Apps is much, much bigger. Whether it is apps for the iPad, netbooks, television set-top boxes, car electronics or browser-based Apps, you’re probably interacting with this technology more frequently than you think. When you consider there are nearly 2 billion people worldwide already using browsers and browser apps alone, it becomes clear that Application Marketing is getting big, fast.
In today’s world, browser-based apps are either deployed alongside or in place of more entrenched marketing vehicles. For instance, small businesses can share promotional incentives via a browser-based app. Consider this example: users of a browser-based app visited websites 3.5 times more often than non-app users, making a strong case for customer retention. And, when it comes to customer acquisition, browser-based apps can be deployed at no cost to existing networks of users, providing serious cost savings over traditional direct marketing methods. It’s an open and shut case when it comes to brand recognition. A browser app that appears persistently in the browser, no matter where a user may travel on the web, is often more potent than online banner advertising or SEM. And, for even broader reach, apps can be shared via many online app stores, such as Add-ons for Firefox, Apple Web Apps, Google Apps Marketplace, and the Conduit App Marketplace.
An App Done Right
It isn’t enough to simply build an app. You need to be sure it is a compelling user experience and meets the goals of your business. Smart business owners should begin by asking themselves these key questions:
- What would you like to accomplish through apps? Brand awareness? Engagement? Customer acquisition?
- What is the best content on your website? Breaking news? E-commerce? Social media?
- Are there topics for which your organization can claim industry expertise?
- What kind of functionality could better communicate your content, for example, podcasts, games, chat, or feeds?
App Marketing on the Cheap
Small businesses often have small budgets, but with apps, that doesn’t mean they get small returns. In fact, browser-based apps are particularly well suited for small businesses eager to reach wider audiences. From free solutions such as Widgetbox and the Conduit Platform, to low cost providers such as KickApps, business owners have a range of choices for creating custom apps. Not only are these platforms free, they are also easy to use --no technical expertise required.
Where Can Apps Take Your Small Business
Application Marketing holds great potential for innovative small businesses eager to connect in new ways. Given that browser apps can be developed at no cost and populated using your existing content, there’s no barrier to entry. Add to that the potential to achieve powerful benefits for your business such as retaining existing customers, acquiring new customers, and increasing brand awareness, and small businesses have nothing to lose by investing some effort in the creation and distribution of browser-based apps. What you stand to gain is up to you.
Adam Boyden, president of Conduit
www.conduit.com
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