How to Market your Mobile App

How to Market your Mobile App

As a small-business owner, choosing whether to join the app-development club can be a difficult decision. You may feel like you have to build an app and “go mobile” to stay competitive, but you’ve probably heard that apps are expensive and time-consuming to develop. More and more users are dumping desktops and laptops for tablets and cell phones, so it makes sense to optimize the online experience for them. But is it really worth the effort? Can’t they just use their Smartphone’s to access the website you already have?

It’s a tricky problem with no single cut-and- dried solution, but increasingly even the smallest businesses are saying yes to the mobile question. I’ll take you through the challenges—and the potential payoffs—in a moment.

For those who do go forward with a mobile strategy, two approaches are commonplace: You can build a mobile-optimized website, or develop a full-blown, stand-alone app.

Building a mobile-friendly website isn’t complex, so typically you can commission one fairly cheap. In today’s world, most Web developers can build a mobile-optimized version of your site without much trouble, presuming that you already use a modern, CSS-based design. If your site was built on older protocols, well, you have bigger challenges than whether to develop an app. (And you can expect to pay more for a mobile website in that scenario, accordingly.)

Some Web hosts even offer free or low-cost mobile websites if you’re maintaining a full- blown website with the host. GoDaddy, for example, utilizes an automatic website-conversion tool from DudaMobile to transform the websites it hosts into basic mobile sites when they’re visited on a tablet or Smartphone, free of charge. Alternatively, if your website runs on the popular WordPress platform, several plug-ins, such as WPTouch, can likewise create a mobile version of your existing website. Automatically generated mobile websites sometimes run into conversion problems, however, and rarely look as polished as a developer-honed creation.

Another thing to consider: Mobile websites work universally, while apps do not. One phone’s Internet browser opens a Web page as reliably as another’s, but an Android app simply won’t work on an iPhone or a BlackBerry. You’ll need to create separate apps for each specific platform, or pick and choose your platform support.

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