Applications are available for customers, but also have added value for the organization that launches this app. Using an app, you can communicate with your customer and offer services or products. Launching an app isn't relevant for every organization, it depends on what you do. In this blog, you can read why launching an app for b2b organizations is important and how pr can contribute to the launch.
An app optimizes the processes and influences the customer's buyer journey. Launching an app not only makes you easily accessible to the customer, it can also lead to conversion more quickly. If they're using your app and they're excited, they want more from your organization and recommend you. In addition, you can collect data with an application. Which data that is depends on your app.
In general, an application for the b2b sector is intended to make complicated business processes easier. Another reason may be to let processes connect to each other in a clear way. As mentioned earlier, launching an app can help communicate with the customer. It can also be used to communicate with internal teams.
75% of b2b buyers prefer buying products themselves rather than consulting a b2b seller first. An application can have a lot of influence on this. You can introduce your target group to your organization and influence the buyer journey. Launching an app for b2b organizations therefore not only helps the customer, but also has added value for the organization.
Slack is an example of a highly successful b2b app. It is an app that rose in popularity during corona. Many organizations had to adapt to working online. Slack created an online office, as it were, making it easy for colleagues to communicate with each other. This allows organizations to let their employees work from home with peace of mind. The organization is also less dependent on a physical office. The value of Slack for its customers is that they simplify the work process. They now have more than 10 million active users per day.
Caterpillar Inc., or CAT, has developed a mobile application for their construction equipment. With this app, you can manage the equipment of the construction machines. This way, you always know where the construction machines are and whether they are still functioning properly. You can also simply contact your CAT dealer if something is wrong. As a result, users are no longer faced with surprises and maintenance can easily be kept up to date. This app makes working with CAT machines easier and more attractive.
As soon as your app is ready, you naturally want it to be properly picked up. You created the app for a reason. Here are two ways you can use when you launch your app.
You can choose to launch your app using influencers. Influencers are a tool that is widely used in b2b and is becoming increasingly relevant to b2b. Don't forget that your employees (and yourself!) are also influencers. Share on your personal social media channels that your app has been launched with a video or personal message. Encourage your employees to do the same. You can even make it a small competition. Whoever makes the most creative post gets something fun. This is how you get the most out of your online reach. You can also make your app a suitable b2b influencer ambassador. Just make sure that the influencer stands for the same values as your organization and is enthusiastic about your app. This prevents a possible PR crisis for your own organization.
Launching your app is interesting news for your target group, customers and the media. Therefore, write a press release and send it to relevant media. However, it is important that the press release is newsworthy, otherwise journalists will not pick it up. Don't just tell us why your app is so good, tell the story behind it. What knowledge do you have that you want to share with this app? What issues does your app solve?
You can also use a PR agency for this. They have connections with journalists and relevant media. They can get your app into the media in the right way. It's wise to create a PR campaign around your app launch. This way, you won't be in for any surprises and you'll get the most out of your app launch.
We're doing more and more online. Organizations are increasingly keeping up with the times and are making sure they adapt to technological developments. As a result, there is a wide range of applications that organizations can implement. If you want your application to be successful, you need to set yourself apart. Launching an app is one thing, but selling it is another. A PR campaign helps you with this.
A few of the benefits of a PR campaign at a glance:
