As of November 2016, Facebook has over 1.79 billion monthly active users. This is a 16 percent increase year-over-year. So there’s no doubt that Facebook, even in a swarm of social media networks is still the most popular. Why then doesn’t your business have a Facebook App yet? We’ve put together a simple guide to understanding Facebook Application Development, so you can move your business to the next level.

With Facebook available in 70 languages, there is an untapped and open market waiting for you to take part in. Sure, your website is an important tool for promoting your products and services, but mobile interaction has taken over. And, mobile users are utilizing mobile apps–especially Facebook apps. This is why developing a Facebook app is critical for the promotion of your business.

There’s an app for that

Since Facebook is the most popular social media network today, you’ve probably seen for yourself that the site is filled with apps. No doubt there are a few you recognise out of the major hits below:

• Bejeweled Blitz
• Angry Birds Friends
• CityVille
• Dragon City
• Scrabble
• Words with Friends
• SongPop
• Where I’ve Been
• Someecards

These are just a few of the apps that have proven to keep users engaged on the social network for hours. Yet, as a business, you can count on Facebook to bring in your customers. Why? Well, simply put, 1.18 billion people log onto Facebook daily. This gives you an abundant market to tap into with regard to your marketing efforts. And, what makes it even better is they are all in one place.

A Facebook app makes your business easier to find

Since an increasing number of people are using apps, and they are using many of them on Facebook, then having your own business app will make it easier for customers to find you as part of your marketing efforts. People might not have even heard of your business until they’ve tried your app. While it is true that your current customers can spread the word about your company to their friends and family, new users can find you through a simple Facebook search. Plus, focusing on the most major of all social networks helps to boost the scope and visibility of your business.

Show users what you can do

Your Facebook app can be used as a tool to showcase your company’s products and services. When Facebook users try out your app, they have access to your one-stop shop. Even if you have always wondered how to create a Facebook app, you might be surprised it’s not as difficult as you think. Let’s put it this way, it’s difficult to imagine anyone who doesn’t have a smartphone with at least one app they use daily.

According to eMarketer, smartphone owners use on average 6-10 apps on a regular basis each week. So breaking through the ritual of “download, try and delete in a day” is a challenge, but worth the benefits if you plan it right. Also, if you create a Facebook page for your app–consider the Like and Share buttons. According to Facebook, these specific buttons are viewed across 10 million websites daily. Remember that if you like a page, all of your Facebook friends can see your likes as well, which helps to broaden the reach.

Major benefits

A study published by Flurry shows states that people are spending more time on their mobile devices than they do watching TV. This is why it’s critical to let your customers and prospects interact with you via a Facebook mobile app. You want to live on your customer’s phones in order to get their attention. In addition, if your product or service accepts orders, apps help to make the process faster and more timely and generally with a better user experience. 

A customer no longer wants to power on their laptop to purchase something when all they have to do is tap on their mobile device. It’s important however to have a defined set of goals with what the app will provide. You don’t want to develop an app just for the sake of having an app. It won’t matter how good it looks, if no one wants to use it and it doesn’t provide a good experience.

Design aesthetics

When it comes to your Facebook app, it should either be extremely fun, unique and engaging or solve a business problem. Facebook offers developers SDKs (Software Development Kit) for both PHP and JavaScript. They even have SDKs for iOS and Android.

Most importantly however, it needs to resonate with your target audience. What types of apps would pique their interest? Start by creating an outline for what you want your app to accomplish. This can start from the design stage all the way to customer conversions.

If it’s not relevant to your users, it will get lost in the shuffle. If you’re lacking the skills and experience to move it to the next stage, outsource the project to a agency or freelancers. Check out Fiverr for a substantial list of talent (but make sure to weed them out and vet them).

Spread the word

The big benefit of Facebook, is that you can develop and market your app all within the the one platform. With billions of users, a simple Facebook ad targeted to the right audience and demographic, will help to bring in some new users. Don’t think that you can get the reach you want, organically. Those days are long gone. If you’re going to invest in developing your app, make sure you take into consideration the marketing budget to promote it also. Facebook makes it easy to create an ad that you can do in minutes and has by far the best targeting platform out of any of the social networks available.

I’d also recommend split-testing your ad campaigns, by creating several ads for your app to see which one is the most successful. Make sure to give the campaigns time though. Anything under 1 week, won’t give you sufficient data to see what’s the highest performer.

Image Source: Neil Patel

When creating your ad, don’t go to broad or you’ll blow your budget. Equally, if you go to narrow, you won’t get the reach. Ensure that you’re using interests and behaviour selection to reach your target audience, and unless you have a large budget behind you – be smart about your geographic targeting. There’s no point in targeting all of the United States, if you don’t have the budget. You can also check out these insider Facebook ad tips.

By now, you already know that your business should be on Facebook. But, by taking it one step further and developing a Facebook app, you’re giving your company added staying power and making it stand out from the crowd.

About the author:

Ryan Stewart is the founder of Webris, a Digital Marketing Agency.

Related: How To Setup A Facebook Page For Your Business In 5 Steps

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