How to Engage Your Customers & Attract Prospects via App Marketing

You’ve probably heard buzz lately about application marketing.  Application marketing can be your big ticket to engaging your customers and increasing their business with you, and it can also gather your prospects in a bucket for you to target.  Application marketing might seem nebulous to you now, or you’ve had some exposure and you want to figure out how to make it work for your business.  Either way, app marketing is the hottest new media out there for you to take advantage of.

First of all, what’s an app? In a nutshell, an app is small pieces of software with compressed chunks of functionality and content that can be widely dispersed.  They act as powerful marketing tools to keep consumers involved and attract new consumers.  You can engage users on different technologies such as iPhones, iPod Touch, Blackberries, Facebook, browsers and other platforms.  You can offer tools such as financial assessments, networking, sharing photos, birthday reminders and so on.

What are the key rules for apps? They have to be easy to use and not too distracting with extraneous information or ads.  The objective is really to engage the user – not overwhelm and confuse them.  Apps are your big chance to connect with your target market in a way that is both useful and easy for them.  They have to have a need for the information you are providing.  It’s not the time to try to change their ways and behaviors.  Also, obviously, the easier the app is to use, the more often they will use it and therefore the more valuable it will become to them.

How can you get an app for your business? There are a number of companies that provide platforms for basic app development, or of course they can be custom designed and programmed for specific functionalities.  If you are targeting a sophisticated audience or your competition has already set the bar high, then your best option is to custom design your app with your company brand feel.

How can you market your apps? First of all you need to look at your target audience and their consumptive behaviors.  Look at how users search for apps, what they’re interests are and how much time they spend using applications.  Give them fun tools that enhance their web experience.  You can also provide them with rewards and benefits for having downloaded your app and continuing to use it.  You want to amplify what that user will do – not create anything extraneous or detracting from their experience.  Make sure you pay attention to changing consumption behaviors and keep in mind this varies country to country.  You will also note there are major changes in user types across platforms – certain devices and platforms attract different demographics.  iPod Touch is younger audience than iPhone for example.

How can I advertise my app on a small budget? Constantly maximize word of mouth and buzz so you can keep your marketing spend low.  Make sure to create ongoing value offerings across all platforms and update the app constantly.  These regular updates will increase your fan base and drive significant blog traffic.  When you create conversations, your audience gets involved as active participators which increases the likelihood that they will refer you to their friends and contacts.  Users that download Apps or toolbars are typically vocal and loyal users – they tend to be Facebook Fans and influential in the online community.

Using an app to promote your business and engage consumers is a fun and innovative way to market your business and showcase your expertise.  Engaging with your customers in a one-on-one online experience will be tremendously helpful, not only in terms of company exposure, but also in getting business feedback you can use to shape overall business and sales strategies.  Never before has there ever been such an interactive way of engaging an audience and also obtaining business-critical information in a real time format.  Simply follow these guidelines for application marketing, and you’ll be on your way to greater online success!

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