It seems like everyone today has something to say about mobile apps. When to use them, how to make them, and most importantly, how to convert them into sales. As someone who's been creating them since before "apps" was even a word, I've seen a lot of different approaches - some good, and some not so good. And, after much research and testing, I've found that there are a few things that can make a huge difference when marketing your business with a mobile app.

I recommend asking yourself four questions before diving into the mobile deep end.

First, is an app really what you need? Think hard and be honest with yourself. Apps are incredibly popular, but that doesn't mean that they're right for every company. Is a native mobile app appropriate for your target market, or will a mobile website or SMS campaign be a better option? Sometimes, a combination of other mobile technologies can be the most effective approach, so before you invest time and money into an app, make sure it's going to get you the return you're looking for, whether that's monetary, brand recognition or any other goal. 

How much is too much? There is a very fine line between politely communicating your message to end users and becoming intrusive, and the moment you cross that line, you risk losing them forever. When you're devising a strategy, think about it from your users' point of view. Will the number of messages you're sending be appreciated or annoying? Are the messages actually interesting to them, or are they just an excuse for you to insert your brand into their day? In addition to discussing it with your team, talk to people who aren't involved in app development or marketing to get an objective point of view. It's much easier to be conservative with interaction initially and build it up than it is to regain users who have uninstalled the app thanks to being bombarded with messages. 

How can you keep it fresh? Getting people to install the app is one thing, but retention is the real key to success, and the first step in this is proper app architecture. You've got to have the right app for the right use or you risk joining the throwaways of the market – those that are downloaded, used once and then uninstalled. If you have an app that's essentially a digital brochure, meaning it contains a minimal amount of content that rarely gets updated, chances are likely you're not going to find much success. But, if you continue to engage your users and provide fresh content that is legitimately interesting to them, you have a much better chance of keeping that retention rate high. 

How does it fit into your overall marketing plan? Be detail-oriented with your app, but always keep sight of the big picture. A good app should be a complement to both your digital and traditional marketing, not a standalone venture, so make sure your development team continually communicates and coordinates with your other marketing groups. For example, reference the app in marketing materials by including a QR code that ultimately drives traffic and downloads.

As with any business venture, nothing can guarantee success or profitability when it comes to a mobile app. But, by keeping these tips in mind, you may be able to improve your chances.

Terry Kilby is a senior mobile engineer at MGH, an advertising and marketing agency in Baltimore, Md.