Below is the list of 10 factors that have made the difference between apps that engage customers and those that don’t:

1. Usability — Put your “customer hat” on. Build an app that your customers will actually want or find useful. It can be anything, depending on your product or service. Tripit helps people manage their travel plans with their app. The easy-to-use Facebook app lets users update status and add photos directly in the browser window without going to the site. E-Junkie makes e-commerce easy by providing a “buy now” button, shopping carts and more. Just make sure that it’s useful… that is what will keep customers coming back to your app.

2. Speed — Think fast. Customers want immediate responses. One of the main reasons that native iPhone apps are so popular is because the response is instantaneous. Make sure your app can load quickly and if not, entertain the users with images or information in the duration.

3. Ease of use — So easy a caveman could do it! Geico got that right and as Arun Gupta from WakeMate put it: “The ease of use of your website needs to be at least inversely proportional to the amount of value you are adding. If your service is providing marginal benefit, then it had better be extremely easy to use. Conversely, if you are providing something the user cannot live without, you can get away with making them jump through some hoops.” If your app is not easy to use and requires a steep learning curve, users will quickly lose interest and move on. Make sure the value of your app can be experienced with as few clicks as possible.

3. Modern and Sleek — Get with the times. If your business has the best application in the world with outdated graphics, customers will think it’s old or tired. Check out similar apps in your industry and compare. For example, notice how many iPhone apps change their icon, just a bit, when they release a new version. The updated icon gives users a feeling that they’re getting something shiny and new, even if the new version is just some minor bug fixes.

4. Surprises — Exceed expectations. The first time I received a voicemail in my Google Voice account I was happy to see that the message was also transcribed so that I could read it by email. Google over-delivered by taking a standard service beyond initial expectations. This approach creates a positive overall experience with your brand and provides customers with the sense that your business is really considering their needs.

5. Notifications — Don’t you forget about me. It doesn’t matter whether it’s an email, a Chrome extension that displays a badge or an iPhone app with push notifications — your app should reach out to customers and remind them about the cool stuff going on with your business. Quora, for example, lets users “follow” a question and pings them when somebody adds an answer. The Groupon Browser App notifies users when a new deal is available in their area. These notifications ensure that potential customers don’t miss out on great deals or your latest offerings. The key is to use the right mechanism and determine the proper frequency to make the notifications valuable, not intrusive.

7. Fun — Let me entertain you. Flickr is a great example of making photo-sharing fun and adventurous. MailChimp puts a fun spin on the boring business of email. Adding even a bit of whimsy to your app can improve the overall experience. Fun can be generated in many ways — from the “voice” of your application (the text and tone used throughout the app), to holiday cartoons, hidden items, amusing colors or anything that adds an element of surprise to the experience.

8. Great service — The customer is king. Over 10 years ago, Dell executive Jerry Gregoire proclaimed, “The customer experience is the next competitive battleground.” Most small business owners know that all too well. Pause to consider how great service impacts your own experiences with a brand. Providing outstanding customer service produces top-notch impressions, builds loyalty, encourages positive word of mouth and drives users back to your app. Zappos has made this part of their company DNA, with great success.

9. Feedback — Tell me what you think. Listen to your customers and heed their feedback. Don’t release the latest version of your app until you’ve taken the time to collect feedback. Today’s Web makes it simple to release updates. Once you have more resources, you can even use A/B testing to optimize and customize certain experiences. Some of the tools you can use to “listen” are Google Alerts, Tweet-Beep.com and TweetDeck. Consider adding a comment feature to your app that allows users to make suggestions.

10. Monetization — Don’t break the bank. You need to make a living, so if your app is costing you money, you won’t be able to keep providing great customer service. There are lots of established and emerging models for generating revenue that can work for your small business. Consider a freemium subscription model (like Flickr’s model), advertising, donations, SMS, market intelligence, affiliate marketing, selling virtual goods/currency, or any idea you think will work for your customers.

The post No Ifs, Ands or Buts: 10 Things Small Businesses Must Do To Succeed With Their Free Apps appeared first on Small Business Trends.

Whether a business chooses to develop apps for the Web, a mobile app platform, or both depends on their specific business goals, user base and budget. For Reby Sky, owner of the fan site NYGiantsGirl.com, a browser app was the best choice for her online fan base. Sky is a self-proclaimed “Super Fan” of the New York Giants and is also an on-air host for SportsRev.TV and Sirius/XM Radio. During the off-season, Sky found it challenging to maintain fan attention for her shows and website.

Seeking an inexpensive and easy way to connect with fans online at any time of year, she developed a Web app that offers fans the ability to quickly access the New York Giants website, view Sky on Facebook and YouTube, and shop for women’s football apparel and accessories. To date, there have been more than 800 installs of her Web apps. Through the NY Giants Girl Community Toolbar App and NY Giants Girls App, Sky is now able to retain fan attention during the off-season and keep them clamoring for more.

Feed Their APP-etite

Small businesses can also extend their reach and attract new audiences through exposure in one of the growing app stores or marketplaces. App marketplaces provide unprecedented exposure to a wide audience.

Marketplaces such as the Google Apps Marketplace, Conduit App Marketplace and others promote apps to a pre-qualified audience of interested consumers. By adding an app to a marketplace (which is free to do), SMBs expose their content, product and services to a new and vast audience of potential users. In addition, app distributors and marketplaces are developing more advanced monetization opportunities to allow publishers to earn profits with their apps.

Consider the example of Topix. An aggregator of localized news, Topix was seeking a way to provide more personalized service to its users and encourage them to spend more time participating in its online community. Topix developed a Web app that delivers localized news content right in users’ browsers, making the news more relevant and accessible and encouraging user interaction.

The Topix App became wildly popular when Topix decided to distribute it in the Conduit App Marketplace, which gave them exposure to more than 250,000 Web publishers and 170 million users. This exposure helped Topix attract nearly 4.5 million app users in less than one year.

App Savvy

In the end, the big question is whether apps can help drive sales. When thought of as a marketing tool, the sales model is easier to understand. Apps provide an introduction to a business, product or service. They provide value to the user and help the business forge a strong connection with that user. In turn, when the user is ready to make a purchase, they’re more likely to buy from that business.

Take the experience of Sam Richter of WarmCallCenter.com, author of the top-selling book Take the Cold Out of Cold Calling. Richter created several apps that provide his customers with important content such as links to tools, Web sites and his tips. The Web apps help keep his content top of mind and, in his own words, are “a core component of my business.” Since launching his app toolbar in 2008, Richter reports that his revenue has increased by 337 percent.

From creating consistent exposure for NYGiantsGirl.com, reaching a wider audience via an app marketplace like Topix, or driving real sales and revenues like WarmCallCenter.com, each of these small businesses was able to achieve specific goals through apps. SMBs seeking new, cost-effective and beneficial methods for expanding their businesses should consider these examples and think about how their business can “get ‘app-y.”

The post Come on, Small Businesses, Get ‘App-y! appeared first on Small Business Trends.

1. Loosen Your Purse Strings Wisely

Wary businesses may have hunkered down to ride out the storm, but with the economy turning around, now is the time to think about rebuilding. Proceed with care and caution. For instance, you might want to bring on interim freelancers to help your burgeoning business, without the immediate risk of a full-time hire. The good news is there are a lot of qualified people currently in the marketplace, which gives you ample opportunity to pick some of the best talent out there. Sensible choices now will put you in the position to afford full-time employees when the time comes.

2. Stake Out The Competition

It is easy to get lost in your own business, but you can’t afford to take your attention off your competition. Staying informed is a simple and smart business tactic that can help you stay ahead of your competition. There are straightforward tactics like reading trade magazines and setting up Google Alerts, but there is more you can do. Digg and Reddit let you subscribe to their RSS feeds-allowing you to stay on top of any news related to your competitors.  And, for those harder to reach searches, try Copernic’s Tracker. For an extremely low price, Copernic Tracker automatically looks for new content on Web pages as often as you like.

3. Improve Customer Interactions

Considering how hard we work to acquire a customer, it’s frustrating how easy it is to lose one. A single negative experience or simply a better offer from a competitor may be all it takes. To learn how satisfied your customers are, monitor their conversations about you on online communities like Twitter, Facebook or Yelp. You can make adjustments on the fly to create an optimal user experience. Look at how Constant Contact uses its Twitter handle to keep a pulse on what is happening – and resolve issues as they arise. Or consider creating a browser app to keep your customers engaged.

Nurture your customer relationships by participating in a dialogue with them. For instance, make a resolution to reply to each customer inquiry within a set period of time (and share this promise with your customers). Create ways for customers to give you feedback, whether it is a form on your website or an informal exchange at the checkout counter.

4. Don’t Just Market; Inform

With today’s free or low cost-marketing tools, such as e-mail marketing, social networking and browser apps, it’s easier than ever to broadcast your message to your customer base. But don’t be in sales mode all the time; instead, use these tools to provide your customers with relevant information and educational content. Keep them engaged with information they need and can use; for example, in your outbound communications, include a button for your blog where you publish white papers, articles and how-to tips for your customers.

This type of content is more desirable than straight promotional marketing. Plus, your prospects and customers will begin to look to you as an expert resource, thereby strengthening your relationships. For instance, Dan Hollings, a marketing consultant, has a browser app called Twitten Secrets.  He offers readers a rich repository of tips and advice, positioning himself as an invaluable resource for online marketing.

The post 4 Strategies to Keep Your Small Business One Step Ahead appeared first on Small Business Trends.

But a business shouldn’t give up customers without a fight. Whether your customers have gone to the competition or just gone silent, they are worth your time and effort to woo them again. Here are five practical, easy to implement tips to engage dormant customers and expand your base of paying, active patrons.

Find Out Why They Have Gone Silent

There is a reason your customers are no longer interacting with your brand and uncovering the reason why is an important first step. One way to do this is to use online surveys and polls that are specifically crafted for this subsection of your business. Don’t be afraid to ask and be direct. This analysis will only make your business stronger.

Ask them what you could do better, how you could adjust your offerings, how you might better meet their needs, etc. Take the feedback seriously and make adjustments where possible. Then, let them know that their feedback was heard and implemented.

You might be surprised by how much goodwill this generates, and how the goodwill will bring them back.

Provide Them With Incentives

Some customers may require more than words to give you back their business. Offer them something your competitors can’t, such as discounts on key products or services, cash incentives, or personalized service.

Whatever you offer, make it unique to your business and valuable to your customers.  If everyone in your market offers free shipping, for instance, that won’t get you very far. You’ll want to consider incentives that truly stand out. For example, you might want to offer re-activation bonuses or one-time deep discounts on your most popular products or services. Or, you might offer a free hour of personal consultation.

Your offer will depend on your business, what others in the space are doing, and what your customers need.

Show Them – Don’t Tell Them

Your dormant customers may have become disengaged if they didn’t achieve the desired results from your product or service. Show them the advantage of buying or doing business with you by communicating the successes / satisfaction of your active customers are experiencing. If, for instance, you are an online retailer offering personalized shopping tips, show them a handful of happy customer quotes about your service.

Use Social Networking to Connect Where They Are

Meet your customers on common ground. Don’t wait for them to come back on their own. When you survey them (step 1), determine what platforms they are using and begin to engage. Use social media to connect with them where they are. Everyday 450 million people use Facebook – I bet your customers are there too. If you are B2B, reach out on LinkedIn. Become a part of the conversation with relevant information. Here you could offer instructional content, discounts, promotions, links to related content or conversations.

Be Persistent and Proactive

Look for persistent ways to stay in front of disengaged customers. For instance, a browser app can keep you top of mind for every customer that downloads the add-on. Use apps to share everything from content, functionality, social media resources, chat, video, RSS, and more. Dormant customers might be attracted to the versatility and accessibility, and you can easily keep them engaged with news, special offers, customer successes, and more every time they go online.

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