How to Use Mobile Applications for Inbound Marketing

    by Pamela Vaughan

    Date

    October 4, 2011 at 5:00 PM

    This is a guest post written by HubSpot Website Grader iPad AppGregory Raiz, the founder and CEO of Raizlabs. This Boston-based company has developed applications for leading companies across many sectors and devices including iPhone, iPad, and Android. Raizlabs helps organizations take advantage of mobile through strategy, design, and development. 

    With the rapid rise of mobile adoption amongst consumers, implementing mobile marketing into your overall inbound marketing strategy can be a smart way to capture the attention of an audience that's on the go.

    Specifically, creating a mobile application can be a great way to engage your mobile audience and generate leads for your business. If you’re thinking about creating an application to use as a mobile tactic in your inbound marketing strategy, here are 4 things to consider:

    1. Think Beyond the Web. Design a Tool.

    When organizations approach us, they often have the misconception that an application should resemble a website. While the two entities often share concepts, it's best to think about apps as a portable tool for the core of your business. Especially for enterprises and organizations with sales/operational teams, a well-crafted app can be extremely effective. Across the board, mobile tools can enable your organization to put your best content, video, and lead generation forms into an optimized and portable tool. Furthermore, consider the following key points...

    • Mobile experiences are about creating compelling stories that can be told from one person to the next. Your app should support that story.
    • Analytics tools do exist for mobile apps and do allow you to measure usage at the most granular level. 
    • A mobile experience is a key touch-point. If you decide to build an app, you need to make sure it is a tool that gets used and will impact your core business. 

    2. Use AppBlade to Distribute Mobile Applications

    Applications that are developed for your company or sales team don’t have to go through Apple's official App Store. Apple has an enterprise program that makes it possible to distribute enterprise apps directly to your internal teams. When we created HubSpot's Website Grader iPad app, HubSpot used a tool we developed called AppBlade to securely distribute its iPad app across a number of devices. With AppBlade, marketers can easily and automatically keep apps updated as well as monitor application health, usage, crashes, and other key quality metrics. With a very low IT overhead, organizations can therefore focus on the quality of internal apps rather than the mechanics of the technology.

    3. Use Your Mobile Application to Generate Leads

    If your mobile app can’t generate leads, then it won’t. Seems obvious, right? And if you don’t have a method for your users to connect while they're mobile, then they won’t. We've seen many mobile sales and marketing tools that can help you reach prospects and generate leads. When creating your mobile app, consider ways you can use it to generate leads for your business. When done correctly, mobile lead gen can generate thousands of actionable leads.

    4. The App Store Can Be a Distribution Channel

    The apps you develop for your marketing can be repurposed as a general tool for the public. If you develop an internal handbook, for example, you can repurpose the content as an external brochure. The same can be made true for mobile tools. The technology you develop to drive leads for your company can often be repurposed with an eye toward a broader audience.

    The App Store can be a great channel if your organization has a tool that is generally helpful. For external consumption, it’s key that the app be a tool and not just a mobile commercial. Make the app useful, and more users will flock to it.

    Done right, mobile applications can appeal to a new audience, allowing you and your team to engage prospects and communicate the story of your products, services, and business. Are you leveraging mobile applications or trying out other mobile marketing techniques?

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