Is Mobile App Marketing Something Agencies Should Consider for Their Clients?
From checking the news and shopping to learning about services, mobile apps can be a powerful tool for brands of all sizes. Apps can help businesses educate potential customers, generate leads, drive sales, and deepen relationships with loyal customers.
As a result, many larger businesses hire top app marketing agencies or dedicated in-house mobile app marketers to build and optimize custom Google Play and Apple App Store apps to stay competitive and retain customers.
And it makes sense! Especially when you consider the following:
- US adults spend 88% of their time on mobile devices using apps. (Emarketer)
- In 2023, there were 257 billion app installs, averaging over 489,000 downloads every minute. (Data.ai)
- $325,000 was spent every minute on apps, totaling $171 billion in in-app spending for 2023. (Data.ai)
However, deciding whether to pursue a mobile app marketing strategy can be difficult for agencies that work with small to medium-sized businesses, which often have clients with limited marketing budgets and no dedicated internal resources for routine app store optimization.
Nevertheless, studies show that mobile app marketing is becoming increasingly important for agencies if they want to retain their clients and help them stay top of mind for their target audience.
In this post, we will examine why agencies that mostly serve small to medium-sized businesses (SMBs) don’t provide mobile apps to their clients and some reasons why they should start.
Get Started with 14-Day FREE TrialWhy Agencies Often Avoid Mobile App Marketing
1. The Cost of Mobile Apps
Developing an app costs money. Most agencies don’t have the budget to hire an in-house developer and will need to hire an external app developer or development agency, which can still be costly.
While companies don’t necessarily need to spend a lot on app development and maintenance, they need to ensure they’re creating a quality app and experience, which does come at a significant cost. For example, a survey by The Manifest found that 34% of small businesses dissatisfied with their app had spent less than $5,000 on its development. This doesn’t account for the cost of effectively marketing the app.
Agencies also need to focus on services that “pay the bills,” and SMB clients want to feel confident that they are spending their marketing money wisely.
For many agencies, the costs to develop, maintain, and market an app can feel overwhelming, especially if they aren’t sure whether their client base will become mobile app users.
2. Time-To-Market
Another factor for marketing agencies to consider is the amount of time needed to develop the app, test it, and get it to market. Time-to-Market (TTM) is a key measurement when deciding whether to develop an app.
According to mDevelopers, building an app can take between 4 to 9 months or more for complex apps.
This timeline doesn’t include the time necessary for a successful app launch either. A good mobile app marketing strategy from day one is crucial to drive app downloads and active mobile users.
3. Mobile Apps Are Typically Not a Priority
Companies have many effective options available when marketing a business.
Many marketing agencies may decide to focus on other strategies instead of making mobile app marketing a priority, especially for those with clients on smaller retainers.
For instance, pursuing email, video, or social marketing may be more efficient and cost-effective. Additionally, new clients often want to focus on things like building a new website, establishing a blog, or engaging in social media marketing in the earlier stages.
Get Started with 14-Day FREE TrialWhy Agencies Should Reconsider Mobile App Marketing
The Big Problem: Unsticky Clients
Client retention is a significant struggle for agencies, especially when dealing with small businesses.
Often, these businesses don’t have budgets large enough to keep agencies on for long. The result is many of them choose to get the benefit of a few services and then attempt to do the work on their own.
To combat this, agencies have brought their clients onto marketing platforms like HighLevel, helping them see the value right before their eyes. However, the usage of these platforms drops when clients don’t interact with them regularly.
The team at HighLevel found that by getting clients to download a mobile app, the usage of their marketing platforms goes up 91%.
Moreover, 61% more leads are generated after a mobile app is introduced and installed.
1. Shorter Lead Response Time
Mobile apps provide an effective way to maintain fast and easy communication between businesses and customers. For instance, making purchases with a mobile app is typically faster than navigating a website on a mobile device. Rapid purchase and conversion rates equal more leads.
2. Competitive Edge
Small to medium businesses can use mobile apps to level the playing field against larger companies. Apps can offer mobile order-ahead services, loyalty programs, and other conveniences that larger companies provide, helping SMBs stand out.
3. Enhanced Data Collection
Mobile apps provide another way for businesses to learn about their customers’ shopping behavior, interests, and more. Mobile data collection apps allow businesses to collect relevant details from customers directly or through staff in the field, providing valuable insights to make strategic decisions.
4. Better Brand Image and Trust
An optimized mobile app boosts a brand’s visibility and enhances its image. As customers continue to use a business’s app, this can also help increase their trust, building rapport and learning more about their needs and experiences.
5. Improved Customer Experience
An app designed to meet customer needs can improve their overall experience and increase engagement. Features like push notifications, streamlined payments, and easy appointment scheduling can significantly enhance customer satisfaction.
6. Enhanced Scalability
A well-designed app can scale with a business’s growth, saving money on post-launch maintenance and providing a consistent, positive experience for users.
Get Started with 14-Day FREE TrialThe Future of Mobile App Marketing
HighLevel recently released version v3.74.2, making it easier for agencies and consultants to use mobile apps to boost client retention, lead generation, and platform/service use.
With features like fast load times, mobile app invoicing, and white-label mobile app customization, HighLevel is making mobile app marketing accessible for every agency and their clients.
The Takeaway
Offering mobile app marketing can help agencies and entrepreneurs serving small businesses.
A mobile app and a solid mobile app marketing strategy can benefit many SMBs across various industries, helping them attain faster lead response times and increased bookings. Marketers can enjoy serving these sticky clients longer, helping them scale faster. Everyone wins.
Ready to explore the idea of adding mobile app marketing to your agency? Schedule a free white-label app strategy call today.
Get Started with 14-Day FREE Trial
