We have already said it again and again: web applications are a good alternative to native and hybrid solutions. Their development, which is based on the same technologies as those used for creating 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 application promotion strategy. Let’s get straight to the heart of the matter, why can’t you 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?
Also called a web app, a web application is nothing more than a website 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 be suitable for their digital project should know the three main characteristics of web apps:
- The same development is for all devices. The operating system of the smartphone does not matter, because the development is done with HTML5 compatible with all existing operating systems, mobile or other devices.
- Accessible from web browsers. Whether it’s Firefox, Safari, Chrome, or something else. The developer will nevertheless have to make some adjustments so that the content is displayed correctly from each browser.
- Indexed by web search engines such as Google, Yahoo, and Bing. We are talking about an undeniable advantage for companies seeking to make themselves known to the general public. Unlike native and hybrid applications, web applications can be found and launched from any search engine by typing keywords.
Also Read: Web development company: how to find a good one?
What is NOT a web application?
We emphasize this point: a web application is not like those we install on our smartphones. This is only a website adapted for mobile formats. Therefore :
- You can’t find it in the stores. No need to search for it in the App Store or Google Play. It is available directly on the Internet.
- It cannot be downloaded and installed on the phone. A web application is run in the web browser of our smartphone. If you want to keep it, you must add its URL to your favorites.
- It does not need App Store Optimization or App Indexing. On the other hand, you will have to follow SEO rules to position the application in Google search results, as we do with traditional websites.
- She is not able to use the capabilities of the smartphone. Web technology does not allow the application to access phone peripherals such as the camera, contact list, or Bluetooth. On the other hand, it may use cookies which make it possible to analyze user behavior.
Finally, how to promote a web application?
The definition of the web application that we have just seen already gives some ideas for properly promoting a web app, but let’s look at everything in more detail.
When you choose to create a native application, the objective is to obtain the most active users to monetize it. With a web application, one should rather expect short visits. In fact, Internet users use web apps mainly to find out about the services of a company and to find its address before visiting it. A web application helps above all to increase your visibility on the internet.
1. SEO
Since we’re talking about web development, let’s start with the most important element to give visibility to any website: SEO. It is a real starting point to ensure the success of your web application project. Indeed, good SEO guarantees that Internet users can find your application by typing keywords into the search engine. In other words, with SEO, you ensure that you have organic traffic on your site without paying for AdWords.
2. Market segmentation
This point is of major importance for your marketing strategy, especially SEO. Let’s say your business sells clothing. To segment the market, you can then identify, for example, 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 of them. You’ll see how much easier this technique will be for preparing content (blog articles, social media posts, videos) and, ultimately, reaching new customers more quickly. It’s guaranteed: that it will be easier for you to find relevant keywords, groups on social networks, or even specialized blogs.
3. Ads (Adwords and Adsense)
SEO will allow you to generate organic traffic to your website, but ads still remain a good strategy to boost your business, especially in its early stages. A small investment in PPC ads will give your web marketing a boost: first customers, first comments and a little word of mouth will only strengthen your natural positioning strategy.
The most powerful tool currently for placing paid ads online is AdWords, which allows ads to appear in search engine results, in advertising spaces on other websites (see AdSense), or in YouTube videos.
4. Social networks
Time-consuming and not very effective for prospecting? No, social networks are an effective tool for attracting new customers. The only problem with them is that it is difficult to quantify 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.
- It’s an excellent way to trigger word of mouth which could even travel the whole world. While it’s unlikely that customers will contact you via instant messaging to purchase your products, in reality, many will visit a company’s website after visiting its Facebook or Twitter profile.
Networks like Facebook, Twitter, or Instagram now allow you to post ads – a good solution to strengthen your promotion strategy.
5. Take care of your presence on mobile
It would be strange to promote a mobile application while forgetting to adapt your strategy to smartphones! Here’s how to take advantage of this market with great potential:
- Show mobile ads, particularly in apps. Here, once again, Google AdWords is a reference tool.
- Don’t forget to adapt ad images and texts to mobile format.
- Launch an email marketing campaign… because more than 80% of emails are opened from smartphones and tablets.