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"Thanks to a growing number of DIY tools, small to mid-sized businesses (SMBs) can now create mobile apps to promote products and services almost as easily as they can update a Facebook page. But how do you get these apps into the hands of customers? Where do you begin?\nFirst off, unless SMBs are certain all of their customers are using the same phone type, it\u2019s best to use a cross-platform creation tool so the app is accessible on all networks, extending the reach of the message.  \nApps are synonymous with app stores. If you\u2019re marketing the next Angry Birds, app stores are the perfect distribution medium. However, today\u2019s app stores do little to promote discoverability for budget-conscious small businesses and many app stores are often platform-specific, alienating a potentially large percentage of customers. Unless you\u2019re spending \"preferred placement\" dollars to be in the top 10, your place in the App Store is akin to being on a shelf in the IKEA warehouse. Without a map or directions, it\u2019s likely your app won\u2019t be found. \nSMBs need to look beyond app store distribution and treat their mobile offerings as they would any other marketing vehicle: part of an integrated approach that ties closely to established business objectives.\n1. QR Codes\nQuick Response Codes have gained significant momentum in the past year, popping up everywhere \u2013 from billboards to brochures, store signage and more. Some smartphones now come with readers pre-installed and consumers are quickly learning how to scan them. They are the perfect tool for installing your app right onto users\u2019 phones within seconds.\n\n\nSEE ALSO: HOW TO: Make Your QR Codes More Beautiful\n\nHow to use it: Ensure your QR Code leads to content that customers will find useful and  captures valuable data by including a poll or quiz. Too often QR Codes lead users to an irrelevant YouTube video or ad which turns them off. The marketer has missed a valuable opportunity to capture one\u2019s data. Your app should contain some form of data capture, a means to engage and ultimately convert the prospect. Include a coupon, order or feedback form. These codes provide a vital link between print, mobile and web.  Put them on signs, business cards, brochures, websites, uniforms, print ads, flyers, menus, and more. QR Codes also offer customers a means to engage with your business even when your store is closed. \n2. SMS/Text Messaging\nIf you haven\u2019t yet begun collecting your customers\u2019 mobile numbers (perhaps the feedback form in your app), now is the time to start. SMS, or text message marketing allows you to reach your customers with a targeted 160-character message on a device they carry everywhere.\nAccording to Frost &amp; Sullivan, the open rate for text messages is a staggering 98%, (compared to 22% for email marketing). Furthermore, according to Hipcricket Chief Marketing Officer Jeff Hasen, 97% of mobile subscribers will read a text message within four minutes of receipt. In addition, the cost for a small business to hire a bulk SMS provider (or mobile agency) to handle its distribution is reasonable. It can cost as little as $85 per month to send an SMS to 1,000 customers. The higher the volume, the greater the discount per SMS. \nHow to use it: Apps either come with a unique download URL or you create one that leads to a landing page with download instructions. Either way, the URL can be sent to your list via SMS, prompting customers to download your app. As with any SMS marketing, be sure to include an opening text that introduces not only the app but your company, ideally providing an incentive such as a coupon with a download. With only 160 characters per message, you must be concise.\n3. Location-Based Marketing\nAccording to Pyramid Research, the location-based market will pass $10 billion by 2015 \u2013 your customers are checking in. Location-based networks provide consumers with a means to let friends know where they are, where they\u2019ve been and share relevant information. These networks provide businesses with a means to communicate with customers directly at the point of purchase.  If you\u2019ve already established your presence on popular networks, including Foursquare, Yelp and Loopt, you\u2019re likely already testing location-based media tactics such as incentives and discounts for those who check in. \nHow to use it: It may seem like a no-brainer, but make sure to encourage your customers to download your app when they check into your business. Provide an incentive, such as a 10% discount for downloading your mobile app in-store. You could even cross-promote apps with another friend\u2019s business checkin. Ultimately, it will be the app\u2019s content that will determine whether your app gets deleted after discount redemption or becomes an often-accessed, permanent fixture on your customer\u2019s mobile device.\nIn addition to these tactics, make sure to promote your app via your website, as well as Twitter and Facebook. It only takes a minute to post a URL or QR Code to your social media channels. Though email marketing may have a less desirable open rate vs. SMS marketing, chances are you\u2019re already using this tactic to communicate with customers via newsletters. Make sure your app is promoted in each issue.\nThe Bottom Line?\nWhether you take advantage of proven marketing channels or experiment with newer ones, don\u2019t fall into the app trap: having one for the sake of it. Make it work for you. One in every four mobile apps, once downloaded, is never used again. Not only do you need to give customers a reason to download your app, but every reason to access it regularly. At the end of the day, it\u2019s quality and practicality that will increase downloads and ultimately, your business."^^<http://www.w3.org/2001/XMLSchema#string>
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