Launching a Channel Mobile App that Stands Out

Last week we talked about the reasons you need a mobile app for partners. This week we tackle how to set up your mobile app and tune in next week when we talk about making your mobile app successful with partners.

Mobile apps that are just mobile apps are pretty cool.  I was just given a handy dandy Jawbone UP (similar to a fitbit) and I’m amazed by the different capabilities of the app.  I mean this thing tells me how long I sleep, whether it’s deep or light sleep, how many steps I take, how active I’ve been (or not been), it sends me notifications like “get off your ass you lazy bum you haven’t even taken 2000 steps and it’s noon!”.  Okay maybe that’s my internal voice when I get the polite notification that I have a goal but still….this app rocks!  When an app is made to accompany an already existing product, service or program I’ve found that they can be lacking.  So how do you create mobile app for your partner program that truly adds value?

What’s Inside?

First decide which information needs to be part of your mobile app and what you should leave out.  Think about when you use a mobile app versus logging into your computer. You’re using your mobile app when you’re either on the go and need information quickly or when you’re just looking for an answer to a quick question, you’re not setting up your account or doing something more in-depth.  That’s usually when you turn to your tablet with keyboard or computer.  For instance, on LinkedIn mobile you can connect with someone or send someone a message but to write recommendations, change your preferences or disconnect with someone you need to login on your computer.

When it comes to your partner resources or partner program that means partners don’t need things like tier requirements and benefits or what certifications they have and need.  That is better provided in the portal whereas elevator pitches or promotions are something partners could use as they are walking in their customer’s door.

What partners need as they’re walking in their customer’s door or sitting in the car/airport/taxi are sales calculators, elevator pitches, solutions updates, promotion information, and easily digestible marketing resources.

Organize Your App!

1. There should be a menu as soon as someone arrives at the mobile app and make sure it’s visible even if they start clicking around.  At the very least have a “home” button on all pages so they can easily get back to the menu.
2. Have the most time sensitive “this is what you need 30 seconds before a client meeting” information at the front of the app and most easily accessible.  If you still want things like program information that can be deeper into the app.  Make sure you have contact information somewhere on the app.
3. If the pages your app is linking to are not mobile ready, you need to recreate that information somewhere so partners can read it.  Yes this is yet another place you have to update when solution improvements are made but not having mobile ready content is a big no-no so there’s your work around.  If it’s possible have your corporate marketing team make the site or portal mobile ready but chances are that’s a pretty tall order. If not, recreating information for your mobile app is something you have control over.

Use (But Don’t Overuse) Capabilities of the App

Using the mobile app to send notifications is a great way to remind or engage a partner especially if they aren’t reading your newsletter or emails (which 75% of the time they aren’t).  Be sure not to overuse notifications.  We’ll talk about this more in the coming weeks when we discuss how to make your mobile app successful.  Give everything you use a notification the “What’s in it for my partners” test.  If it’s something you’re partners truly need a notification for…go for it, if it’s on the edge and you’ve already sent two notifications this week you should pass.

Also be sure, when you’re setting up your mobile app, not to overuse the functionality.  Yeah it’s cool that the company you’re using to develop the app can do a card carousel but if the information in the card carousel isn’t relevant to partners or doesn’t need a carousel to get the information across who really cares?

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