Mobile Apps For Your Business

Is a mobile app right for your business? That is the question.

It was predicted back in 2008 that mobile browsing would overtake desktop by 2014. This reality then led to the push for optimization of websites for mobile to enhance the browsing experience as an industry best practice. This was based on Google’s decision to rank mobile-friendliness as a search protocol. Today, an optimized mobile site is key, but the next question is: “Does your business need a mobile app?” The answer is: it depends.

Apps Rank High Among Mobile Users

According to Digital Marketing Magazine, 86 percent of time spent on mobile devices is in apps, versus 14 percent mobile web browsing. Based on visibility, it would seem having a mobile app for your business isn’t even a question. However, apps are an investment, and a deeper dive into how they are used reveals other things to consider.

• Gaming and Facebook, 32 and 17 percent respectively, account for the largest percentage of app usage.
• Apps tend to be more showrooms for products and services, while websites are preferred for making actual purchases. According to Digital Marketing Magazine, 67 percent of mobile users purchase from a website instead of an app.
• Apps may be sales drivers and can accompany your optimized mobile site, but they don’t replace it. Not having a mobile app can be a lost opportunity to connect along the customer journey.

Why App?

Okay, so your business doesn’t have to have a mobile app, but not having one could leave you floundering in a very crowded digital marketplace. So where does that leave you? To better answer that, reflect on the underlying reasons and benefits of having a mobile app.

• Building Brand. It goes without saying that the number one reason for having an app is to expand your brand in the marketplace and increase visibility to current and prospective consumers.
• Consumer Engagement. Consumers who download your app give you a direct line of communication with them and the opportunity to build and foster loyalty. Greater visibility increases the potential frequency for engagement.
• Bridging Gaps. An app may be just what your business needs to close gaps along the customer journey. An app could provide the missing link to content you offer, but consumers aren’t interacting with, through your other marketing channels.
• Add Value. At the end of the day the most important question is: Will your mobile app add value? All kinds of data that can be cultivated from app users to help your business with its marketing strategy and promotional rollouts. That’s good for you. But you need to make sure you have an app plan to keep your consumers engaged and offer app-only benefits.

Keep in Mind the Big Picture

The question still remains: “Is a mobile app right for your business right now?” Above all mobile apps need to be a part of, and fit in with, your overall integrated marketing strategy online and off. Like anything else you can’t put all your eggs in one basket. Now that you have a better sense of how apps are used and the benefits of having them, here are a couple of more big picture takeaways to keep in mind according to B2C:

• Your mobile app has to be dynamic and engaging. 38 percent of users will install an app they perceive will streamline a process, but once they’ve gotten the initial deal, half of them will uninstall it.
• Social media apps will become the biggest promoter of other apps with Instagram expected to lead the way according to Leeyen Rogers, vice president of marketing for Why? Because Instagram is used almost exclusively as a mobile app, will enable easy download of promotable apps and target marketing can be optimized based on user profiles.
• Geo-targeting will become more prolific in connecting and personalizing offerings regionally. Based on the location information embedded in smartphones, apps and options can be better targeted to consumers.

How Do You Mobile?

Still not sure if a mobile app is right for you, or where to start if it is? Millennium can help. By zeroing in on your overall business strategy and goals, we can help you leverage data that will not only enhance and optimize your website, but develop a value-added app if deemed appropriate. Call or email to speak with one of our digital marketing experts at 877-873-7445 or [email protected].

Are You Ready to Serve on a Board?

Giving of your time and talent to serve as a board director for a professional, service or charitable organization can be a rewarding, demanding, challenging and life-changing experience. Making the most of board service to foster both your personal growth, as well as that of the organization you have decided to affiliate with, should be the focus of any board appointment you seek out and/or accept.

Whether you are hoping to make a difference, give back, or simply looking for a new challenge, board service is often considered an expected step along your career path. Doing so not only affirms your expertise and community commitment, it can also further enhance your reputation. As noted by BoardSource, a national organization aimed at strengthening nonprofit board leadership, board members provide the critical intellectual capital and strategic resources to power nonprofit success and strengthen communities.

Just as there are many different reasons for serving on a board, they are many nonprofit boards to choose from. According to the National Center for Charitable Statistics there are 1.5 million nonprofits in the United States, including charities, chambers of commerce, private foundations, civic leagues, economic development and fraternal organizations. All have boards of directors who are seeking volunteers, particularly when it comes to strategy, finance, marketing and diversity. Before you lend your time and talent, consider not only what you hope to give, but what you hope to gain from your board service.

Determine the Path That Is Right for You

What are you passionate about? Answering this question will help steer you in the direction where you can have the most impact and receive the greatest satisfaction. You want to make a commitment and invest your time to initiatives and causes that are meaningful to you personally and/or professionally, because as a board member you become an ambassador for that organization. It is easy to talk about issues and causes that inspire you and where you feel rewarded by your contributions.

What skills can you build upon? Many times your initial involvement on a board of directors is based on what skills and expertise you bring to the table. However, because boards are typically made up of people from diverse backgrounds and experience, they offer an opportunity to strengthen your team building skills, while expanding knowledge and understanding through different perspectives. Being open to different paths to success or seeing things through a different lens helps everyone, and the organization, be better together.

Are you ready to expand your network? Being recognized as an expert or community influencer is why you became part of a board in the first place. Now that you are serving as a director affords you the opportunity to elevate your profile. Your service on a board adds to your credibility and can further build your personal and professional reputation. This not only increases the number of people who seek you out, but broadens your horizons and expands access to new relationships that can influence and shape your future goals.

How much are you willing to give? Beyond the monthly board meeting, it is important to remember that serving as a board director will also lead to committee work and asking for financial support. As BoardSource points out, one of the primary responsibilities of board directors is to ensure the organization has the resources necessary to carry out its mission. Demonstrating your own commitment as a donor and supporter of the organization you are serving makes it easier to ask others for support. This is where your passion and commitment for what you are doing shine through and puts words into action.

Other Considerations

The other thing to keep in mind is that less may be more. While being asked to serve on multiple boards is flattering, asking yourself the above questions can help you identify one or two that truly inspire you, and where you feel your time and talent can have the most impact. You don’t want to serve in name only.

Also ask yourself if serving on a nonprofit board may be a stepping-stone to serving on a for-profit board. If so, your experience and expanded network can help take you to the next level.

Most importantly, remember your board service should be rewarding. It is about connecting what you are passionate about, advocating for a cause or issue and making an impact. Where can you make a difference?

Questions?

Have questions about your organization’s public relations and reputation management? Millennium can help you build credibility and increase awareness. Call 877-873-7445 or email me at [email protected].

About Millennium Agency

Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business.  Visit www.mill.agency or book time here.