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Small Business | App Marketing

With more than two million apps available in the iOS app store, the question for e-commerce businesses is no longer why do you need an app, but rather, why don’t you have one?  And secondly, how to market an app to stand out amongst millions.

Businesses of all sizes benefit from adding apps and other technologies to their offerings. Apps can provide an additional edge to a company’s ability to engage clients and more efficiently facilitate a positive customer experience. Needless to say, any business that invests in adding an app to their repertoire is thereby making a commitment to generating greater revenue. However, an app doesn’t become successful overnight. Apps require promotions and marketing in order to be an asset to a business. In order to be successful you need app downloads, and there are several ways you can go about garnering user attention.

Dave Shah, CEO at Wve Labs, states that, “Promoting your app is the single biggest way you can guarantee downloads. You want your customers to know you are out there and to be able to find you. Just as you share your new home address with your friends and family after you have moved. It’s the same idea.”

1. Social Media Marketing 

Marketing a new app can be time-consuming and difficult, but the advantages are ultimately worth the effort. It is imperative that a business makes customers aware of their new technology and service. It’s easy to begin by reaching out to your company’s customer database through promotions on various social media channels, allowing them to become the initial users of the first-generation app. The app’s presence can be further strengthened via promotional blogs or websites that allow direct downloads of the app.

According to Shah, “These are easy ways to make sure you start the conversation about the app release. You need to start small and work your promotions up. The more people you can get to download with these social platforms, the greater chance of the news spreading and increasing your overall transactions.”

 Offering incentives when users share the app with friends, such as opening up locked features, is another great way to use social media to market your app.

2. Press Coverage

One of the most effective ways to direct users to your app is through press coverage. Be sure to have a press release and media kit ready for the launch of your app and include all pertinent information such as your app icon in a variety of sizes, screenshots, and highlight features and benefits.

A media site review of an app reaches a new audience of potential customers and educates them about the app’s benefits. Media sites even extend to independent bloggers that may use your app and recommend it to their audience.

These unabashed writers are upfront and honest about products, and your app will be no different. If you get a positive review and a high recommendation, it will be worth its weight in gold to help attract customers. The more readers a site has the better, as you will be able to influence them with your app’s capabilities and features.

3. Contests

Contests should be a part of your marketing strategy; they amplify your reach and spread your marketing message quickly. Consumers love the opportunity to get something for free and if the giveaway only requires a free download, all the better. Allow these users to spread the word to friends and family. Many people are willing to share their personal information in order to enter into contests, which allows you to build your email list while increasing app downloads.

When it comes to contests and giveaways, Shah says, “Don’t under estimate the power of word of mouth. This can be a very powerful tool when it comes to a trending app. If a user likes your app, they are likely to recommend it to others, allowing your buzz-worthiness to grow and, in return, more downloads to follow.”

4. Email Marketing

With 206.6 billion emails being sent each day, it would only make sense that you include information about your app in your signature. With the number of emails you send each day, this is a no-brainer marketing opportunity.

In addition, have a creative email marketing strategy to reach out to your customers to introduce your new app and offer incentives for downloading within a certain timeframe. Provide an introductory price for a limited time if you have a paid app to sweeten the pot and really get users motivated.

Make sure your email templates are mobile friendly, segment your list to do some A/B testing, and track stats so you can analyze the data. Armed with this information, you can retarget users who don’t happen to download your app from your initial email blast, which will increase your downloads in the long run. 

In a few simple steps, you can begin the process of promoting and marketing your small business app. This can help improve the connection you have with your customer base and allow you to gain new potential business as a result.

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