Posted by Drew Estelle on Jun 28, 2018, 11:35:49 AM
How Mobile Apps Protect Your Brand
While social media can be a powerful instrument in marketing your brand, it is not the be-all end-all of marketing tools. Ever-changing social media algorithms have been known to hinder engagement rates and sales for businesses that regularly utilize social media.
Not only that, but these platforms can be filled to the brim with noisy oversharers and competing businesses. How is one to stand out from the competition, gain customer loyalty and retention, and overcome the challenges of constantly changing algorithms?
You have more control over your business with your own branded app
When businesses rely solely on social networks for traffic and revenue, they are at the mercy of those platforms. On March 1, 2018, Facebook’s algorithm changed to reflect more family and friend related content, stealing away many businesses’ organic reach. This was devastating to many who used it to conduct the majority of their business.
The same thing happened when, only days later, Instagram announced newer posts would be showing on news feeds instead the algorithm built to show posts that were most interesting to users. Businesses had to find a whole new approach to adjust to these changes.
With a privately branded mobile app, you can skip the headache of constant algorithm changes by cutting out the middleman. You have total control over your app. Any user who signs up with it will browse uninterrupted by outside noise of social media. This means a distraction-free shopping experience for them and more sales for you!
Apps increase brand name recognition and customer loyalty
Your mobile app is fully customizable to fit your brand image. Your app icon, brand name, splash screen, and color palette can all be displayed every time your customers’ eyes sweep over your app. These may sound like very small and insignificant aspects. However, brand awareness is a huge part of the buyer’s journey and a large component of brand loyalty.
If your customers can associate your business with a name and a brand image, it gives your business a recognizable face that stands out from the competition. That very recognition leads to trust, and trust leads to loyalty. With people living on their phones an avg. of 5 hours a day, the likelihood that they’ll see it often, if not every day, is a huge selling factor.
Apps also provide a customized shopping experience. Customer profiles can be saved, which means browsing and purchase history can be collected. This can help with powering new strategies, such as creating loyalty programs or boosting promotions for hot selling items.
It can also be used to notify customers these hot selling items are back in stock or that they are put on a waitlist. You may also leverage app usage to create new ways to engage with your audience. For instance, you may create exclusive deals, benefits, discounts, or rewards for app users. By creating this customized shopping experience, apps will be handy and rewarding in ways that social media cannot.
Having an app will help implement omnichannel marketing efforts that reduce risk and increases sales
Just as social media marketing is not the end-all be-all of marketing tools, neither are mobile apps. Having both in your arsenal will make you a force to be reckoned with. People have hangout spots everywhere on the internet. Finding where your main fanbase lives is important. You’ll want to extend your invitation to join your app from there. Not all may convert, but it will allow your customers to access whichever channel they’re more comfortable making purchases on.
Diversifying your marketing will also reduce risk. Again, when a shift in social media suddenly disrupts your business, you may not have a chance to get back on your feet. With another tool in your toolbox, you’ll greatly reduce your risk of reduced sales. As we’ve heard before, never put all your eggs in one basket.
If your current success on social media makes you feel comfortable enough to overlook the algorithm changes, we are willing to bet the small comfort will quickly be eliminated by larger upcoming changes from uncontrollable marketplace giants.
The digital marketing landscape is one that is ever changing. However, mobile apps will continue to provide you the most control, as well as the means to diversify your marketing by opening multiple avenues, and providing straightforward ways to extend your reach and gain the loyalty of your target audience.