Aaron Bare was a contributing though leader to this Fast Co. Executive Board article about six business strategies to build the best mobile app.
A recent report indicates that the demand for business apps in America is still on the rise. But creating a successful platform is not as easy as it looks.
If you have an idea for a new app that has the potential to grow your clientele, do your homework, first, before you try to sell it. Initially, your primary focus should be to develop the best user experience and interface design possible, making sure that it’s something that really works.
Below are six experts from Fast Company Executive Board to help you implement effective brand marketing strategies to deliver on your promises that will get the right audience or investment partners onboard with your company’s mobile solution once it’s ready for launch.
1. FOCUS ON CREATING AN APPEALING UX AND UI DESIGN.
Promoting a new app is easy when you have the capital to do so. It’s the adoption and stickiness that you have to worry about because those are the metrics investors will want to see. User experience combined with stickiness is table stakes for a successful app. Make the UX and UI great and you’ll have the power to convince investors to give you the capital to scale. Then growth is just about marketing. – Tyrone Foster,InvestNet, LLC
2. CREATE PERSONALIZED AD CAMPAIGNS.
If you are ready to market your new app, that means you’ve already done the research to find a market product fit that works. To promote your new app, you need an omnichannel marketing strategy—perhaps some public relations efforts, Google ads, Facebook, TikTok, YouTube, and email. Segment your audience and create content that is suitable for each platform. Don’t run the same ad on every channel. The best method is to create personalized ads for each audience group. – Ali Payani, LookinLA
3. MAKE SURE YOUR APP REALLY WORKS.
Make sure it works and then prove it. Many of the most successful apps out there started or remain free. Look around and find a need you can afford to solve for free, get it on an app store, and sell ads if you have to. Just don’t be the person who loads it with so many advertisements that it becomes unusable. Someone is bound to notice, and even more likely to invest to get the advertisements out of the way. – Wyatt Clouse, Rearden Consulting
4. CONVEY THE RIGHT MESSAGING.
We start by identifying the target audience and where they hang out. Then we pay that platform to promote our app. Traffic isn’t the issue (we can buy that) but making the unit economics profitable is. Hence, we have to put out the correct messaging that resonates and converts users over to our app. The same goes for investment partners where we have to cut through the noise. – Royston G King, Royston G King Group & Companies
5. HIGHLIGHT THE USER BENEFITS.
If you want to market your new app effectively, then get out of the app store. Instead, target your buyer personas with content that explains the benefits of adding your app to their pocket. – Aaron Bare, Kin + Carta
6. PRACTICE SELLING THE APP.
Warm introductions are essential. Get good at selling your product or service to everyone from staff to partners to clients. If everyone catches the vision and gets excited then networks will open and you will be able to get in front of the right folks. Rather than focusing on the end result, focus on building excitement and pulling people into your mission who can help across numerous fronts. – Joseph Martin, Kinectify