You've decided an app's the next step, but where do you start?

  • You've decided an app's the next step, but where do you start?

    There are so many fun and clever functionalities you can add to your list of app must-haves, but the key is to identify what's relevant and ultimately value-adding for your customers.


    So before you hire a developer or agency to start building your app, here are some key considerations to help you plan your features list.

    1.   Who is your target audience?

    Before any development plan takes place, think about your customers and prospects. How many use smartphones and how many would download your app?

    If the answer is not many, you might want to consider investing your budget, and time, elsewhere in the business plan - perhaps mobile advertising is the happy middle ground.

    2.   Think about the services needed by your customers and prioritise them

    Do they need timely industry news or a useful tool? A finance company might think about a repayment calculator, an accountant could provide tax calculators.  What could you provide?  How about alerting them of upcoming events or deadlines? Perhaps they need the ability to transfer payment online? A restaurant, for example, could provide customers with the opportunity to pay their bill via their app, making the whole interaction a lot quicker - something we all desire.

    Be disciplined in your choice of features by always keeping the needs of your customers and prospects in mind.

    3.   It shouldn't be a replica of your website

    Focus on relevant content that you can't necessarily get from your website. This will incentivise users to download it.

    Keeping as much content within the app as possible has the added benefit of it being viewable without an internet connection - something that can be extremely helpful when a connection is out of reach.

    You can always add a menu button back to your mobile friendly website for users to visit your site as and when they want to.

    4.   Push notifications

    These are designed to keep users up to date with the latest news and offers relevant to them. They are free for users to receive and can be displayed as a message or a simple update against your app icon.

    The higher the level of personalisation, timeliness and relevancy of your messages, the more receptive your audience will be. They may even begin to look forward to them.

    Be aware however, no matter how tempting it may seem to flood this channel, sending unsolicited messages, or spam, can result in your app being removed from the app store!

    So, really plan your communications thoroughly and get it right first time so you're not alienating users and risking your app being deleted altogether.

    5.   Promotion

    Building your App is only the start - you then need to encourage people to download it. 

    You can incorporate banners on your website and email campaigns, add QR codes to printed literature and share it extensively in your social media updates. A really good app could attract the attention of the review sites.  These sites will receive thousands of solicitations a day, but don't let this discourage you if you think you have something valuable to share.

    Keep an eye on your analytics, if downloads are slow or drop off, review the content of your app or up the ante with the promotion. 

    6.   Final checks

    Make time for a final team discussion to ensure all the unnecessary features have been identified and removed from the plan. It might be possible to add some of these as an update later down the line.

    Remember, if your app is relevant and answers a genuine customer need, not only will you receive more downloads, but you'll have opened a new channel of communication via quality content, alerts and notifications - a win win!

    Part 2 of our series on app's can be found here.

    Download The Marketing Eye app for your Android and iPhone device now!

Related articles

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

  • Read More

    Neil Edwards is confirmed as Chartered Marketer

    Our Managing Director Neil Edwards has received confirmation that his hard work and dedication to CPD has earnt him another year with the status of Chartered Marketer....

  • Read More

    Compare marketing automation platforms with this free tool

    Comparing the different marketing automation systems can be difficult. I mean, where do you start? There are a more than a few to begin with. Some have features that others don’t, some of those...

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617


Our offices

Full details of our offices in London and Uckfield more

Request a call

'; ';