Many businesses believe that the same principles of marketing are in play regardless of the type of product or service they’re peddling, and they’re not wrong. But when it comes to software marketing, the rules have to be bent a bit. Most of the work is done online, and you need to think of new ways to reach your target audience in an increasingly crowded digital market.
Companies have sold software for as long as computers and the Internet have existed. In recent years, however, more and more brands have shifted to a subscription-based model, and it’s become an industry standard. This method has led to lower development and marketing costs, which in turn benefits consumers.
Any good SaaS marketing consultant will tell you that you need to adopt a digital marketing strategy to promote your products. But before you can begin product marketing, you need to plan a solid strategy first. Here are a few tips and tricks to get you started.
1. Focus on product value
The standard marketing strategy is quite straightforward: A prospective client has a problem, and your software provides the solution. The marketing campaign is then focused on highlighting your product’s strengths and selling points. Add a dash of empathy to your messaging, and you’re likely to elicit a response.
However, selling business software isn’t as simple as that. You also need to understand your target audience. The IT department made all purchase decisions back then; today, it’s not uncommon to see C-suite executives making their voices heard in the technology acquisition process. Marketing professionals need to take that into account when formulating a plan.
2. Offer product trials
One of the most popular marketing tactics in the history of software is the product trial. It allows users to test your software or preview an upcoming version. And even if they ultimately decide not to subscribe to your service, you still have their contact details you can use for future campaigns.
Make sure to upload a product demo on your website. You can also center your marketing campaigns around the trial period. Instead of getting prospects to buy your product, you can entice them to try it out first.
3. Show off your expertise
Corporate buyers are a notoriously picky bunch. You might have the best product in the world, but no one’s going to buy it if you lack the industry standing that your competitors have. Prospective buyers almost always go for familiar brands over startups. One way to break that is to establish yourself as a leader in your industry.
Showcasing your mastery of a niche and positioning yourself as an expert build buzz around your brand and improves your reputation. You can do this by sponsoring industry events or creating product guides or templates your clients can use.
Software marketing can be a daunting task, especially if you have a lot of competitors in the market. But these tips and tricks will help you sell your products to a discerning group of customers and increase your conversion rates.
