News and Views
45 seconds on … Staff Handbooks / Internal Communications
45 seconds on … You Can Take it with You
45 seconds on … ‘Afters’
45 seconds on … Back to Basics
45 seconds on … Email Conversion Rates
45 seconds on … Email Newsletters
45 seconds on … Secure Access to Content
45 seconds on … Twitter
45 seconds on … Do I Need an App?
45 seconds on … I Already Have a Website
For some weeks now, I’ve been hearing about employee rights and employer rules. And last week this presentation was made in the context of the staff handbook.
And I thought – that is a perfect sector for us … to use our Affordable App system to create a company’s staff handbook or internal communications.
Similar to the App for Synergy BNI, a staff handbook App can present not only the staff and department directory, but also terms of employment; company news and any other engagement between employer and employee.
And, the protected content feature that we are developing will help to assure that all information is only visible to those authorised to receive it.
Quite often, customers have a need to take your product or service information with them.
This could be companies who sell things – so customers can always have their product range to hand.
Or companies who build things – so clients can keep all their project information together in one place for ease of sharing among all involved
Or service-type companies – so they can offer advice, guidance and a full portfolio of their offerings for whenever and wherever they wish to access.
We are currently preparing our App system for a product and service company who are also printing a ring binder-type brochure.
This contains some 250 pages of technical product information, instruction and service presentation.
People like to have it on the shelf – but at its weight of 3.0kg, they wouldn’t want to carry it around with them.
Our Apps are flexible so as to accommodate most types of information for most types of company.
If you ask a company ‘do you want an App’, their first response will invariably be ‘no, can’t see what it will do for me’.
But if you ask ‘do you want a contemporary and effective communications tool to better engage with your customer and contacts …
One that will help you to build and sustain relationships
And sets you miles apart from others in your field.
All for the price of your daily skinny latte …
You’d say ‘absolutely, where do I sign up’.
Back to Basics
I thought it would be a good idea to go back to basics – in explaining the role that our Apps can play in businesses and organisations.
Put simply, they serve as a contemporary communications tool – to help engage with customers and contacts and to build or strengthen relationships.
To make it easy for them to look up the products that you sell or the services that you offer. And for you to be proactive in communicating with them.
As you know, the quicker and easier you make it, the more likely it is they will continue to use you an to think good things about you.
We’ve developed our App system to be flexible – to accommodate lots of different kinds of information.
Whether your product details and technical information, tips and advice, newsletters and case studies; rules and regulations; project information; etc
Having all this literally in your customer’s pockets at all times – to be accessed whenever and wherever needed – makes for a very powerful marketing tool.
Email Conversion Rates
The last couple weeks I’ve been talking about Twitter – specifically its low click through rates for those who use it to link to industry articles.
This week, I wanted to stay within the Click Through Conversion theme by addressing email.
Though there is a bit of variance depending on industry, conversion rates for email range between 3% and 8%.
Which means that for every 100 people you send your email newsletter to; less than 10 are reading it.
By contrast, presenting the information in an App and sending a push notification to encourage engagement achieves 40% plus engagement.
So if you or somebody that you know sends out newsletters by email, that would make a good referral for us.
I had a company director come to my stand at a recent exhibition and ask what our Apps were all about. I told him it was to help be proactive with customers and contacts.
He said that he already sent out a newsletter each month by email, as well as tweeting a lot.
So I asked him.
Do you put lots of important things in your newsletter or your tweets that your customers should know about?
And he says ‘yes’.
So ‘what were the important things from your March issue?’ And he says ‘I don’t know.
So I said, well there’s a member of our BNI chapter who sends out a monthly newsletter by email – that we also deliver through the App for our Chapter.
Here’s what they said in March; in April; in May; in June; and lots else in between.
Presenting on the App means that I can refer back to it whenever and wherever I need to.
The gentlemen left speechless – but for you and your colleagues, being able to engage with your customers and contacts through your App is really clever and really useful.
Secure Access to Content
Our Apps can be used by companies who may require secure access to content.
This could be those involved in building or infrastructure projects as a way of bringing together plans, permissions, correspondence, etc so that everybody can always have the suite of project information with them.
Or it could be those in HR, to create an always available wallet for a company’s human resources policies, procedures and
Or any other service type company so as to serve as a clever CRM system.
Twitter is best used as a social media tool; but demands far too much time to be effective as a business engagement tool.
Click through rates for Twitter range from a high of around 6% down to less than 1 10th of one percent – the more followers you have the lower the conversion.
By contrast, Push Notification on an App achieves 40%+ engagement – and I’d suspect that it will be higher for service companies who have strong customer relationships.
So the next time you Tweet, think about whether you might be better off presenting the information on an App instead.
Where links to articles and information can be accessed whenever and wherever desired.
Do I Need an App?
Ask yourself the question ‘Do I Need an App’?
And then think about it during the week as you go about your normal marketing and communications activities within your business.
Remember, an App is just a clever way of bringing all your product information, service propositions, contact information, data and documentation; tips, advice and guidance etc – into a quick and easy to use tool that allows your customers and contacts to engage with you whenever and wherever they need.
As we’ve developed our system to be affordable so that most types of business and organisation can benefit from having one, maybe the question isn’t so much Do I Need One?
But rather “Why wouldn’t I have one?
It is not a case of having either one or the other, but having both.
Businesses nowadays really do need to have a website; whether product or service oriented, large or small.
Customers want the reassurance of checking you out, building a perception of whether or not you’ll be able to accommodate their need.
And with more internet use being done from tablets and phones, your website should also really be optimised for mobile.
Much of the same information that is contained on your website will be contained on your App.
The difference is the route the customer takes to get to it.
Apps are great for building and reaffirming an existing customer relationship; or for developing a prospect over time.
With an App, your icon on their device serves as a visible reminder of you – which is what marketing is all about.
If they need to access your information, an App is much quicker and easier.
All they have to do is to tap the icon, wait a few seconds for the App to load and then navigate as desired.
Whereas, with a website, they have to open a browser, wait for the browser to load, search for your website, wait for the site to load, etc.
With an App, customers will often check in to see if there is anything new – maybe read your newsletter topics or check out new offers.
Your website and your App will work together to help win new business and to retain existing customers.