We have already said and reiterated: web applications are a good alternative to native and hybrid solutions. Their development, which is based on the same technologies as those used for the creation of classic websites, costs significantly less than Android or iOS development. However, the choice of technology not only influences the cost of IT development, but also the promotion strategy of the application. Let’s go straight to the heart of the matter, why we can not promote a web application in the same way as a native application? And, finally, how to promote a web application?
What is a web application?
Called webapp, a web application is nothing more than a web site perfectly adapted to the size and characteristics of mobile devices, so that it resembles a native application. It is accessible from a browser such as Chrome, Safari or Firefox. Those wondering if this solution would suit their digital project should know the three main characteristics of webapps:
The same development for all devices. The operating system of the smartphone does not matter, because development is done with HTML5 compatible with all existing operating systems, mobile or other.
Accessible from web browsers. Whether Firefox, Safari, Chrome or whatever. However, the developer will have to make some adjustments so that the content is displayed correctly from each browser.
Indexing by web search engines such as Google, Yahoo and Bing. This is an undeniable advantage for companies seeking to make themselves known to the general public. Unlike native and hybrid applications, we can find and launch web applications from any search engine, by typing keywords.
What is NOT a web application?
We insist on this point: a web application is not like the ones we install on our smartphones. It is only a website suitable for mobile formats. Therefore :
You can not find it on the blinds. No need to look for it in the App Store or Google Play. It is available on the internet.
It can not be downloaded and installed on the phone. A web application is executed in the web browser of our smartphone. If you want to keep it, you only have to add its URL to favorites.
It does not need either the App Store Optimization or the App Indexing. On the other hand, it will follow the rules of the SEO to position the application in Google search results, as is done with traditional websites.
But finally, how to promote a web application?
The definition of the web application we have just seen already gives some ways to promote a web app, but let’s look at it in more detail.
When you choose to create a native application, the goal is to get the most active users to monetize it. With a web application, we should rather expect short visits. Indeed, Internet users use the webapps mainly to learn about the services of a company and to find its address before visiting it. A web application helps to increase your visibility on the internet.
Since we talk about web development, let’s start with the most important element to give visibility to any website: SEO. This is a true starting point to ensure the success of your web application project. Indeed, a good SEO ensures that Internet users will find your application by typing keywords into the search engine. In other words, with SEO, you make sure to have organic traffic on your site without paying for adwords.
This point is of major importance for your marketing strategy, and especially for SEO. Let’s say your business sells clothes. In order to segment the market, for example, you can identify three categories: “women’s clothing”, “men’s clothing” and “children’s clothing”, the objective of this process would be to prepare a strategy for each. You’ll see how this technique will make it easier for you to prepare content (blog posts, social media posts, videos) and ultimately reach new clients faster. It’s guaranteed: it will be easier to find relevant keywords, groups on social networks or specialized blogs.
Ads (Adwords and Adsense)
The SEO will allow you to generate organic traffic on your website, but ads still remain a good strategy to boost your business, especially in its early days. A small investment in ads will give a boost to your web marketing: first customers, first comments and a small word-of-mouth will only reinforce your natural positioning strategy.
The most powerful tool currently available to place paid ads online is AdWords, which allows ads to appear in search engine results, in ad slots on other websites (see AdSense), or in YouTube videos.
Chronophages and little effective for prospecting? No, social networks are an effective tool to attract new customers. Only concern with them is that it is difficult to encrypt their conversion rate, but there are at least two reasons why it is advisable to use them to promote a web application:
Sharing the content of your web application helps improve its organic positioning.
This is a good way to trigger the effect of word-of-mouth that could even travel the world. And while it’s unlikely that customers will contact you via instant messaging to buy your products, in reality many are visiting a company’s website after visiting their Facebook or Twitter profile
Networks such as Facebook, Twitter or Instagram now allow you to place ads – a good solution to reinforce your promotion strategy.
Take Care of your mobile presence
It would be strange to promote a mobile app by forgetting to adapt its strategy to smartphones! Here’s how to take advantage of this market with great potential:
Broadcast mobile ads, including apps. There, again, Google AdWords is a reference tool.
Do not forget to adapt the images and texts of ads in mobile format.
Launch an email marketing campaign … because more than 80% of emails are open from smartphones and tablets.