When most people think of apps, they think of an app that they download from their phone’s App Store (iOS) or Google Play Store (Android).

There are millions of apps available for these platforms including simple productivity apps, games, and social media. People I talk to usually decide to create an app to solve a problem they personally experience and to make money. Creating an app to solve a problem you experience personally is a great way to add value to a crowded app marketplace, but given the considerable time and expense required to create a quality app, people would like to make a profit as well.

There are two main ways that companies make money off of apps.

The simplest is the Pay to use/Subscription model. People either pay a one time or recurring (monthly/annual) fee to use the app. If you choose this route, your app must provide exceptional value unmatched by any free app. This model works well for unique productivity apps or creative tools like photo filters.

The second option is to earn money from advertising revenues. Many popular free apps like games and social media use this model to profit from their apps. The only way for this model to be profitable is to attract millions of views per month.

No matter which option you choose, you want as many people as possible to use your app. This is why many investors focus on a technology company’s ability to scale. In order to find new users for your app, you have to advertise it like any other product. Digital advertising is a natural fit for mobile apps because they are used almost exclusively online.

If you wait to create the website for your app until your app launches you’ve waited too late.

The first step of any sophisticated digital marketing plan is to create a website. No matter how useful or groundbreaking you app is, if you simply publish your app to the Google Play Store or App Store and just wait to go viral you might be waiting forever. Some people may find your app organically by searching, but you cannot rely on this alone. Your website is an important tool at every phase of your app design and development. It can help you gauge initial interest and validate the idea through email newsletter sign ups or preorders. You can use your website to build a community around your app and get suggestions and feedback from the people most interested in your product during beta testing. It can also serve as a landing page to download your app as you promote it through social media or search engine ads.

Web apps integrate seamlessly with your website.

Native apps (those downloaded from an app store) are typically what people think of when they have an “app idea” but they are not the only kind that exist. Web apps are embedded into our everyday experiences online. Recent technological advancements have made them more powerful than ever. App stores have strict rules and standards for the apps they allow in their marketplace. They also take a commission of every sale you make. A web app can have the same functionality of a native app with lower development costs and can be used on any internet-connected device.

Facebook, one of the most popular apps in the world has an iOS app, Android app, and a Web App. Only their Web App can be accessed with an Android, iPhone, and desktop computer. For a startup, it makes more sense to develop one app that everyone can use rather than three separate apps (that all do the same thing!).

Turn your app idea into a reality.

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