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Step 1: Brainstorm.

We like to take a different approach to apps. Instead of first looking at what’s out there, we brainstorm on what apps we would like to see and what those apps would do. For example: when we first did this for Twitter, we wrote down over 40 different things we wanted the app to do. Most of the things on that list came back to “easier management of tweets.”

Step 2: Search.

Use my best friend, Google, to find out if there is an app that meets the criteria you just compiled. More times than not, there will be an app that already exists.

Step 2.5: Be innovative.

If there is not an app available, read below and possibly consider building your own app.  There are plenty of different developers you can hire.   Utilize sites like: guru.com, elance.com and craigslist.org.   There are thousands of different developers at your finger tips

Step 3: Re-evaluate.

Make sure the apps you are installing aid in one (or more) of the criteria we talked about:

• Increase the relationship-building among your prospects/clients.

• Aid in the experience your prospects/clients receive.

• Make communication easier and more effective.

• Help with the “fun factor” in your marketing.

Step 4: Follow the instructions and install the app.

Typically, you simply need to be logged in to the particular site, push a button to install the app and then turn it on or make it live.

Step 5: Don’t get app-crazy.

Don’t install hundreds of apps on your various marketing sites so all that your prospects and customers see are apps. Make sure your core information is available and easily visible. So limit the apps you use across the different sites to about five to 10, max, per site.

Step 6: Gather feedback.

Survey your network to see how they like the apps you are using and if they have any recommendations.  You would be surprised by how few businesses actually use surveys to aid in their marketing. It’s a very powerful tool.

Step 7: Keep an eye out for the bigger and better.

Keep up to date with what new apps become available. I like to use Google Alerts to easily accomplish this. For example, set a Google Alert for the phrase “twitter apps,” and let the Alert app tell you when new ones have been developed. Installing and using apps, as you will see, is very straight forward. Just remember that your main purpose is serving your prospects and consumers.  If you can’t identify a direct benefit to your users, skip it.

The last key area of Web apps is creating your own applications for marketing uses or to simply sell or give away. The key with giving away Web apps is to make the app something of extreme value. The more useful or (if you’re taking the other approach) fun it is, the better chance it has of going viral.