A dedicated website or app for your brand is often regarded as one of the essential steps in gaining a strong digital foothold for your business. However, it’s not just enough to have these platforms – for the sake of your customers you have to work at making them as effective and appealing as possible. For the sake of your own brand, though, you need to ensure that you’re getting everything that you can out of your website or your app.
1. Drawing Attention to Them
Nobody uses these platforms, so you could hardly call them a success. For many businesses, gaining as much traffic as possible through your website or your app is entirely the point, increasing the chance that those visiting are likely to engage with your brand. Once you’ve marketed these platforms properly through other places where your audience might currently be engaging with your content (such as social media), you need to then make sure that your platforms are properly prepared to suit the needs of your audiences.
2. Monetization
If you’re trying to make as much money from your app or website, you might begin looking at services that you can directly monetize. API monetization is a prime example of this, due to the fact that API gateways are likely to be something that you’re integrating into your platforms as is. There are multiple different models for you to explore here, from an option that monetizes the API per use, to one that requires the user to pay a subscription (perhaps for the ‘full’ version of an app) to be granted access to the API. Understanding the different routes can help you to find a solution that feels consistent with your branding.
3. Using Analytics
It’s also valuable for those in your position to know exactly how people are using your app. You will likely have a certain intention for how you would like people to engage with it. Still, if you’re finding that some services are more popular than others or that some features are going entirely neglected, it might be time to make some alterations. That’s okay. That’s the whole purpose of updates and fixes. You’re trying to make the most robust digital experience possible for your audiences, and that’s something that you’re unlikely to nail on the first attempt. The information that you gain from analytics can help to inform you of the best direction to go in.
4. Careful Use of Adverts
You might also think about how you could use advertising to add a source of revenue to these platforms. This is something that many different businesses do, but you have to be careful and think about how these adverts might affect the user experience. Suddenly, your customers aren’t just locked and immersed in your brand experience, they also have a myriad of different competing voices that want them to go elsewhere. This might mean that keeping such adverts limited – or being selective about when they’re shown – can help you strike a balance.
