Does your business need a mobile app? Before investing a lot of resources into developing a mobile app, be sure that it's the right thing for your company and your audience.
Below are 5 steps to perform a mobile A.U.D.I.T.
A = Audience
Is your audience ready for a mobile app? Even the best mobile apps will be rendered useless if your audience and customers aren't tech savvy individuals. The number of people with smartphones increases dramatically every day, but that doesn't mean that all smartphone owners are power users of mobile apps.
"While usage continues to increase for native apps as a category, the typical user is working with only a handful of apps," said Christian Gurney, President & CEO of Torsion Mobile. He added "The abandonment rate for installed apps is very significant. So the value proposition for continued app use must be very strong."
So, how do you know if your audience consumes your content via their mobile device?
You can start by reviewing your website analytics. If you have Google Analytics installed on your website, you can view the number of visitors accessing your website via mobile. This may give you a rough indication of mobile popularity amongst your audience. Combine this data with industry reports on mobile usage for your audience demographics and consider asking a large sampling of your existing customers about their mobile usage.
"With 800,000 Apple AppStore and 600,000 Google Play apps, random discovery and installation of a native app is a low percentage proposition. So any native app you produce will require marketing efforts to get to your customers and prospects," said Gurney.
U = Understanding Mobile
Understand the difference between a mobile app and a mobile-optimized website. Your company may not need a full mobile app. Rather, a website that is optimized for mobile viewing may be all you need.
There are great mobile website builders such as Mojaba, a tool created by Gurney's team at Torsion Mobile, that allow companies to quickly create a mobile website. Mojaba can help you create a mobile presence that leverages smartphone functionality, such as geolocation services and click-to-call buttons, while presenting information following best-practices for mobile viewing.
At Stream Creative, we use Mojaba and appreciate the ease-of-use and robust functionality that it offers. Our clients appreciate having a tool that allows them to make updates to their mobile website without having to write a line of code.
D = Determine Goals and Budget
What are the goals of your mobile experience? Is it simply to showcase your product/service or are you creating a custom tool that requires functionality such as using your phone's camera? Outlining the specific goals and functionality of your mobile experience will help determine whether you need a full mobile app or if a mobile-optimized website will do the trick.
Here's a list to help you determine when a full mobile app might be your best option:
- Frequent use and personalization - will users need to login frequently to see highly personalized information (ie: robust dashboard info)?
- Complex interactive games - will your game require your phone's processing power?
- Camera access - will your app need the ability to take and upload photos?
- No Internet connection needed - will your app need to run natively on the phone, with or without Internet connectivity?
If your goals are more marketing and communication driven, then a mobile website is probably the right fit for your company. If your goal is to create a complex data processing tool, then a mobile app might be your best option.
The other obvious thing to consider is your budget.
Creating a mobile website is much more cost-effective then developing a mobile app. Native apps, obviously depending on features and supported platforms, can be significantly more expensive to produce. And each time the operating system is updated, it may be necessary to update the app (e.g., iPhone 5 and iOS 6 - different screen height). Native app developers are scarcer, which can drive up the cost of development. It's easier to teach a web developer mobile site principles than it is to make them into app developers.
I = Information
What content are you going to present to your audience? Think through what your users will be interested in if they are viewing your website via their mobile device. Be sure to look at your website analytics to see which content is the most popular amongst your audience.
The goal is to make your mobile website a more streamlined experience. Users are less likely to browse your site on their mobile device. They are more task-driven, looking for specific information quickly. Some things your users might be looking for are:
- Store hours
- Driving directions
- Phone number (click-to-call button)
- Menu (in the case of a restaurant)
- Job openings
Make your action-oriented content very easy to find on your mobile website. You can give users the option to "View your full website" if they so choose. This will allow them to browse your full desktop website in the event that they want to read your blog and learn more about your company.
"Native apps and mobile websites are not mutually exclusive. Giving smartphone visitors a mobile website experience today helps you gather information on what those users are trying to accomplish. This data is valuable in narrowing down the feature sets for native app development," said Gurney.
T = Timing
Gurney added, "The great thing about the mobile web is that you can do something very quickly and update as you learn more - all the while actually engaging and listening to customers."
Having the ability to publish something quickly, in smaller iterations and analyze how people are using your mobile website can save you thousands of dollars in development. Again, why create a robust app if no one is going to use it!
Is your company considering developing a mobile app? What problems will your app solve? What tools have you considered? What other steps would you add to this audit? Please share you comments below.
About the Author: Jeff Coon is a partner and creative director of Stream Creative, a certified HubSpot partner and full service digital marketing and design firm specializing in inbound marketing, web design and development, and social media.
To hell with unicorns and rainbows
Are you as sick as I am of hearing that we need to "participate and engage" in social media? I want to get some concrete tips and specific actions to take, not some feel-good social media theories.
If you're an old school, press-the-flesh kind of guy or gal, you don't want to waste a lot of time with ten different social media platforms hoping for leads to land in your lap. You want to take some positive actions that you know will bring you new prospects.
If it feels good, do it
You need online tools that help to supplement your already successful relationship networking efforts. I like to steer relationship networkers towards LinkedIn because it's based on the professional relationships that they have been cultivating for years.
And I have a specific tactic that I like for them to use with LinkedIn. It's worked so well for me as a member of my BNI chapter that I made a video for all my chapter members: How to Use LinkedIn to Get More Referrals in BNI
The premise is simple. On LinkedIn, connect to the people that you know, and then ask them to introduce you to their connections as a way of getting an easy foot in the door with potential prospects. The trick is knowing who to ask your LinkedIn connections to introduce you to.
I see a lot of people who will go to each of their connections' profile pages on LinkedIn to look through their list of connections and pick out the ones who are a good prospect. This is effective, but a big time waster. Instead, I use LinkedIn's search feature to quickly find just the prospects who are a good fit for me.
Concrete tips and specific actions
[Watch the video walk through of this LinkedIn tactic "How to Get Leads with LinkedIn" below]
In my example, I want introductions to local CPA firms here in Las Vegas. So I go to the LinkedIn home page and in the search box (upper right area of the page) I type "CPA" and click the magnifying glass button to run the search.
This generates over 400,000 CPAs in the results. So next I use the filters in the left hand side of the page to narrow down my search results.
The most important filter option to select is "2nd Connections" in the Relationship filter group. The 2nd tier connections are people who are directly connected to one of my direct connections on LinkedIn. A friend of a friend, so to speak. These 2nd tier connections are all people that one of my connections can introduce me to. This cuts my search results down to 1101 CPAs.
Next I'll use some of the other filters to find the 2nd tier connection CPAs who are the best fit as a prospect. So I choose a physical location. I mentioned earlier that I want to find CPA firms in Las Vegas. Because Las Vegas is not one of the choices with a check box in the Locations filter, I'll manually type it into the Locations text field. I now have 180 CPAs in the search results.
Since I want to find CPAs working in accounting firms, rather than CPAs in big companies like the Las Vegas gaming corporations, I check the box for "Accounting" in the Industries filter. That brings me down to 96 CPAs in the search results.
For me to sell my consulting services to a CPA firm, I'm looking for firms with at least 10 employees, but I don't want to pitch very large companies. From the Company Size filter, I check both 11-50 and 51-200 employees. Now I see 30 CPAs in my search results.
Finally, I use the Seniority Level filter to find only owners, directors, CxOs, and partners. That way I'll get the decision makers. In the search results, I see 15 very promising prospects who my LinkedIn connections can introduce me to!
Now this is networking!
We have our short list of ideal prospects, so I look at the first one and see a link that says we have "9 shared connections". That means that I have nine different LinkedIn connections who I can ask to introduce me to this prospect. I click on this link and instantly see the first three of our shared connections.
Below those, I click on the link "View all 9 shared" and a new browser tab opens that shows me a list of all nine of my connections who are also directly connected to this prospect. I can start reaching out to my connections and asking for introductions to this prospect. And I have 14 more CPA prospects to whom I will ask my connections to introduce me!
So old school relationship networkers can use LinkedIn as a tool to help them do their networking more efficiently! The lesson here is that when you're starting out with online marketing, stay within your comfort zone. There's plenty of time for broadening horizons and spreading
About the Author: High Mobley is the founder of 13 Pages Internet Marketing, an online marketing firm and HubSpot partner that helps business owners increase their profitability.