Why Mobile Apps are a Must for Inbound Marketing
Mobile Apps for Inbound Marketing
With each passing month, the number of people using mobile devices to access the Internet increases. Hopping onto the World Wide Web is now as simple as a single tap on a screen, and you no longer have to be stuck by your desk at home or in the office to get online.
By 2016, Forrester Research Ltd. has predicted that there will be more than one billion people on the planet using smartphones, and this obviously means that marketers have fresh streams through which to acquire new business.
So, when you think about it logically, using mobile apps for inbound marketing becomes a no-brainer. However, before jumping feet first into this new marketing medium, it’s crucial to comprehend the workings of the market and then devise a sound strategy for grabbing your audience’s attention.
Easy for you, but easy for everyone else, too
The growth in mobile usage makes it easier to reach out to people with every passing day, but that also means that there are fewer filters on what people can see. You will have access to a larger market, but also face greater competition from more rival companies too.
This means that you have to have a savvy and professional strategy in place before you begin to get what you want from your marketing efforts.
Given how many apps there are out there competing for the space on the front page of a smartphone or tablet, how can you make your own business stand out so that you get the highest return on your investment – and the newest customers?
The first step is to know the marketing approach being used (inbound, in this case), what the benefits are and how a new strategy such as a mobile app will fit into the overall marketing plan.
Let’s explore each in a little more detail:
What is inbound marketing and how can it help?
The older paradigm of marketing was always ‘outbound’ – you bought ads, bought email lists and went digging for leads.
Inbound marketing, on the other hand, means creating high-quality content that people see, follow and share; so they end up looking at your offerings without feeling that they have been ‘sold’ to at all.
Gaining people’s attention in this way is beneficial to a company because it builds trust prior to any sales pitches being made. People have become wary of the hard sell, and inbound marketing is the perfect antidote as it builds trust by showing off your expertise and authority in a given field.
Once a customer or client feels a level of trust towards a certain product, brand or business, loyalty levels increase exponentially. This means that you are likely to receive more business from them in the future, not just the here and now.
How can apps play a role in inbound marketing?
Given what we’ve learnt above, our strategy is already taking shape. Now that we know how inbound marketing works, it is easy to see that a pushy sales app is not the route we should be taking.
Instead, your strategy should be focused on what you can offer the user in terms of practicality or entertainment – something that is going to keep them coming back for more. The idea is to keep your app in use as much as possible, and a pushy sales pitch ladened app simply isn’t going to be opened time and again.
A great example of giving the customer something useful to keep them engaged with an app came from the sportswear giant, Nike. They created an application that allowed their customers to log their own athletic activity and share that data amongst their peer group. Not only did users keep returning to the app, but they also became evangelists for Nike by spreading the word on social media via the share feature.
Once consumers have downloaded your app, it should mean that your company plays an important role in their daily life – either for entertainment purposes or because you’re helping them accomplish something. The next step is to reach out to your consumers through the app and build brand loyalty. This will pay off in more positive reviews in the app store, and in terms of real-world word of mouth.
The beauty of using an app as part of your inbound marketing campaign is that your customers will end up doing most of the marketing for you. Give them what they want and the snowball effect will soon take hold. By incorporating a mobile app into your overall marketing strategy, you’ll see your brand take off as a result – as long as your app adds value to the users’ life.