Royal Jelly

Recently I was involved in bringing a client into the mobile revolution. And we considered a mobile application. It seems that everyone nowadays has a mobile app for their business. I, however, recommended against a mobile app for the Dulles Regional Chamber of Commerce. We instead opted for an interactive and user-friendly mobile website.

I think there has to be a great value-add to the consumer to convince them to download an app on their phone. Most smart phones can only hold so many apps. I’m not inclined to open that many apps unless it is something I can’t do on a website. Due to the nature of my business, I utilize social media apps on my phone. I also use a few social gaming apps. I suspect many consumers are like me and are reluctant to add an app to their phone.

Unless there is a compelling reason to use a mobile app, I don’t see the point. Add to that the cost of creating an app, making it compatible across all platforms and then having to maintain the compatibility as mobile operating systems are updated seems very expensive to me.

Here are 3 points to consider before investing in a mobile app for your business:

1. Compelling reason. Something your app can offer your customers, that they need and will make it easier to do business with you. A good example of this is the  Starbucks app which allows users to find the nearest store, reload their card and track their rewards.
2. Mobile traffic. Look at your site traffic. What percentage of your site visitors are accessing your site on mobile platforms? This will give you an idea of, not only the audience adoption of an app but also what platforms you should focus on in development. For the Chamber, less than 10% of their web traffic was from mobile which tells me the likelihood of adoption of a mobile app is very low.
3. Is there an ROI? Let’s face it. We are all in business to make money. If there is no return on the investment, then what’s the point? Mobile sites are cheaper to develop and tend to work across all platforms. The development time is also much faster.

If you are still convinced you need a mobile app, start with a mobile website and install some type of analytics to see how it is used. This can give you valuable data on what to include in your app during the development process.

I can think of few small to mid sized businesses that would need a mobile app.  Whatever you decide for your business, be sure to promote it to your audience. We created a pop up banner for the Chamber that is used at all events where we walk members through how to read the QR code and how to bookmark the mobile site.

Have you considered taking your business mobile? What did you decide? Let me know in the Comments below.

Series: Taking Your Business Mobile – part 1. Next entry: What Should I Include in My Business’ Mobile Website?

Related Posts

I am speaking on “Marketing on a Shoestring” today for a conference of 400 women entrepreneurs.

It is a revised version of my 101 Low Cost Marketing Strategies seminar that I have been giving since I started my company in 2000. In preparing my presentation, I came across 10 absolute must haves for ANY business from a marketing standpoint (accountants and lawyers out there, stand down).

Then, when I looked at the list I thought. It is so simple. Libraries full of books have been written on how to do many of these things. I will trust you to find your own path toward the best way to put these items in place, just put them in place…today!

1. Elevator Speech. What do you do and why do I care? This falls under the entire messaging umbrella and could also include brand positioning statement, unique selling proposition, etc. Figure out what it is, find an easy to understand way to express it and be consistent.
2. Voice mail message. Now you have what you do and why I care, voice mail is the perfect opportunity to express it. I have to admit, I hadn’t been following my own advice here, but I just changed my voice mail to reflect a clear messaging statement and call to action.
3. Email Signature. Another opportunity to get your message across and drive traffic to your online presence. That’s right, you should include links. And please add an email signature to your cell phone if you respond to business emails from there.
4. Business Card. I assume you have all the relevant information on your card, but if I look at it after I meet you, can I tell what you do or how it can help me? Is there a call to action? And a QR code that takes me to your non-mobile enhanced website is not what I mean.
5. LinkedIn Profile. I speak on social media – a lot.. And I have yet to meet a business owner who should NOT have a LinkedIn Profile for themselves. It doesn’t take that much time. Be sure you complete it. The best completion checklist I’ve found is by Maisha Walker at Inc.: http://www.inc.com/maisha-walker/2009/08/how_to_use_your_linkedin_profi.html
6. Email List. I have yet to meet a business owner who could not benefit from an email list of their clients. In fact, I have case studies of my clients who have moved completely away from postal mail in less than 6 months after starting email marketing. Postal mail had been the business’ only form of marketing to that point. Email marketing is easy, cheap and a way to reach directly to your prospects and customers. Use a professional service like Constant Contact. (Full Disclosure: I am a Constant Contact Expert and Solution Provider)
7. Follow Up. Have a follow up plan for your business. If you go to a networking event, don’t just throw the cards in a box or a drawer, but have a plan. Don’t automatically subscribe everyone you met to your email newsletter. Likewise, don’t send a blanket post-event email a la “it was nice to meet you”. Reach out personally to the few warm leads you met at the event. If you told them you would send them something, send it.
8. Testimonials. If you don’t have any, start collecting them right now. Call your best customers. Ask them to write a testimonial for you. If they don’t have the time, write one for them and ask them to edit as appropriate. Potential customers are far more likely to believe another one of your customers saying you are fantastic, then you saying you are fantastic.
9. Thank You. Say Thank you to your customers. Whether you implement an official rewards program or send them the occasional note and/or cookie basket. Let them know you appreciate them.
10. Belief. If you don’t believe in yourself, your prospects never will. Do what you do. Do it well and believe.

Can you think of a business marketing must have that I missed? Let me know in the comments.

“laura b creative” Helps the Dulles Regional Chamber of Commerce Become a Leader in Embracing Technology

For Immediate Release

September 12, 2011

Herndon, VA  – “laura b creative”, a business marketing and graphic design firm and recognized leader on the use of social media, has partnered with the Dulles Regional Chamber of Commerce over the past six months to implement a series of technological programs to greatly enhance the Chamber’s engagement with its members and the public. These efforts have positioned the Dulles Regional Chamber of Commerce as a leader among the region’s business organizations in adopting and employing the latest advances in technology for electronic marketing.

At a recent Chamber event, a live Twitter feed was introduced to a crowd of 250 plus attendees. This was the latest in a string of advances which includes a mobile website for the Chamber, an online member forum, a revamped Facebook page, a “text-to-join” mailing list and the ubiquitous use of QR codes. To date, the Dulles Regional Chamber of Commerce is one of the few chambers in the Washington, D.C. metro area to offer a mobile website to make it easier for smartphone users to access important chamber content.

“We are thrilled to play a part in taking the Dulles Regional Chamber into future and look forward to continuing to support other clients in improving the way they communicate with communities of interest through electronic marketing. Getting the mobile website operational in just three days was particularly gratifying.” said Laura B. Poindexter, president of “laurabcreative”. The current chairman of the board of the Dulles Regional Chamber, Kirk Forman added, “The expert leadership provided by “laurabcreative” has been instrumental in helping our chamber standout and facilitate our interaction with our members; we could not have gotten there as quickly as we have, without their support.”

Eileen Curtis, president of the Dulles Regional Chamber of Commerce stated, “Laura’s guidance was instrumental in our decision to move forward with a mobile web site vs. a customer mobile app. Her knowledge of the implications of both helped us avert making the wrong decision for our Chamber. The mobile site (m.dullesregionalchamber.org) is now live and assisting our members reach out to each other while on the road and easily get directions and maps to events.”

Ms. Poindexter is a member of the Chamber’s board of directors and has served as the chair of the Chamber’s marketing committee, chair of the Dulles South lead share group, a Chamber ambassador, as well as a member of the technology and special events committees. As a well-known expert on social media, she has delivered numerous presentations on the effective use of new media for business applications and for driving audience engagement.