Mobile apps are useful for a wide range of marketing and customer loyalty activities. Companies elect to create mobile apps to facilitate the flow of communication with their customers and to cover all the mediums used by people to interact with each other and with brands.
One of the most important roles which a mobile app should fulfill within your overall marketing strategy is that of lead generation tool.
On many levels, mobile apps are even better than social media because they promote interaction and personalization of communication at a closer, more localized level.
As the race for winning customer trust and loyalty becomes more and more competitive, your organization needs to employ all the tools it possesses in order to attract qualified leads and build long-lasting relationships with new and existing customers.
Mobile apps can promote this type of relationship building in five key ways:
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With the ability to collect very precise data relating to a user’s location, mobile carrier, phone model and other similar information, your mobile app is a valuable tool for customer profiling. Knowing where they are when they prefer interacting with your company (at home, in a café during lunch, in a park after work, etc.) provides almost individualized instruction lists for creating content and calls to action that are relevant to each user’s state of mind and available time to interact with your business.
Localization also helps you create push notifications, offering your mobile app subscribers a promotional offer or discount code when they are within walking or driving distance to your store.
2. Creating Engagement at the Right Moments
Whenever you organize a public event, you should notify all your app subscribers and offer them a series of promotional discounts or bonuses if they attend. For a day or weekend-long events, such bonuses could be in the form of a free snack and cup of coffee or a promotional discount for your newly launched product.
If they understand that this is a special promotion available specifically to them, people will feel special and will be more willing to share more personal information and to interact more frequently with your company through your mobile app. This will strengthen the customer-company bond immensely.
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3. Developing a 2-Step Registration Process
New subscribers may have second thoughts about installing and using a business mobile app if it requires them to fill in a detailed user registration form. This is why you should start with a simplified form, asking only for the basic information (such as their name and email address). After they have had the chance to explore the app, and desire to access premium content or to go to your shopping platform and benefit from a discount code, they will be more willing to share more detailed personal information.
4. Implementing Clickable Numbers
One of the ultimate goals of a mobile app is to convince the user to interact with your business in a direct way, ending with a clear action (purchase). Calling your customer support or sales department is one of the most desired types of interactions.
In order to facilitate this, your number should be visible on each app screen and allow dialing through a simple tap on the number. It is unlikely that people will take the time to memorize or write down your phone number and call later, so make it as simple and easy for them as possible to interact with your company.
5. Sending Latest News Through Push Notifications
Compared to emails, mobile notifications are more likely to be opened and read on the spot, so they have the potential to bolster customer engagement immensely. According to Kahuna’s report, user engagement with push notifications, when appropriately timed, can be off the charts as high as 80 percent.
According to the Direct Marketing Association, the average email open rate is as low as 22 percent. Companies that have a good strategy for push notification are sometimes even rewarded with an autonomous promotion by their own customers on various forms of social media.
Whenever you want to announce the sales season, a special discount, a contest, or any form of engagement and building customer loyalty, you have a higher chance of success if you select the mobile app as the delivery method.
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With all the possible benefits, it is crucial to keep in mind that push notifications are a double-edged sword. If push notification relevance isn’t high, customers will become annoyed at their arrival instead of embracing, so it is highly recommended to draft a thorough plan for usage. With effective push notifications, companies can make the most of their mobile apps and build an integrated lead generation funnel which takes advantage of all the ways in which people interact with businesses.