Woman using self tracking app outdoor.A mobile app can play a powerful role in your marketing, but only if you strategically and proactively use it to advance your branding and online presence. Here, we’re looking at what you need to know about mobile apps and whether or not they’re a good fit for you and your marketing.

A Mobile App and a Website are Two Very Different Beasts

You can’t pass off your website as a mobile app just because it’s mobile-responsive, and your mobile app can’t serve as your main website. Each has a different purpose and plays a unique role in your marketing. A website is your marketing hub. Everything you do, from social media postings to email newsletters, is designed to drive traffic back to your website where they will hopefully convert from a lead to a client.

A mobile app is an extension of your website and your brand. It’s like an abridged version of your website that people can access more easily on their phones. They aren’t using your app to get to know you; they’re using it to stay up-to-date with you and connect when they have questions.

A Mobile App Requires Its Own Strategy

Like social media, email, and your website, a mobile app needs individual focus to be successful. Launching a mobile app is only the first step. From there, you need to determine how you’ll market it, where you’ll promote it, and how you’ll encourage people to download and use it. This can include advertising it on your website, sending out an email notifying your contacts, and posting about it on social media. Don’t expect people to stumble upon your mobile app in the Apple or Google stores. Prospects and clients must know that you have a mobile app, and the best way is to tell them directly.

A Mobile App Is Its Own Marketing Channel

Just as you share content on social media, on your website, and through email on an ongoing basis, you should be providing new information on your mobile app regularly. A mobile app shouldn’t be a static channel through which someone can contact you or locate your business. Treat your app like a marketing channel and use it to share new content. As you update your app or add new information, send out a push notification to encourage your users to check it out.

A Mobile App Requires Upkeep

Just like a website or any piece of technology, a mobile app demands ongoing maintenance. Along with updating it to include new information, you may experience bugs along the way, or need to redesign it. If you’re using a mobile app developer that specializes in this industry, like FMG Suite, much of this work is done for you. But if you use a freelancer or independent mobile app developer, you may need to stay on top of its updates. Regardless of what provider you use, it’s good practice to review your app every month or so to ensure it’s working and all link are correct.

A Mobile App Should Have a Purpose

It’s easy to get swept up in the beauty and simplicity of technology, and it’s nice to boast about the number of tools and apps you use in your business. However, you should have a specific purpose in mind for your app. Without one, it’s difficult to articulate its purpose, the benefits, and why prospects and clients should download it. Consider how and why an app would benefit your clients. Some reasons may be:

  • It makes it easy for you to stay top-of-mind with your clients at all times
  • Your clients have instant access to your firm
  • Your clients can receive immediate updates about changes to your business
  • Investors can access informative financial content
  • Clients and prospects can request an appointment or contact you with a couple clicks of a button

Once you’ve defined the benefits, explain them when talking about your app and encouraging people to download it.

A mobile app can be an underrated marketing strategy among financial advisors, so using one can help set you apart from the competition. Once you understand the needs for making a mobile app work for you and are ready to implement your strategy, it’s time to launch your app!