I’ve heard a lot of success stories about the software industry and I know that most of them have to fail many times in order to learn how to succeed. As a salesperson for more than 10 years, marketing software is by far the hardest to sell. Not to mention the longest.
If you’re a software company targeting buyers, users, evaluators, purchase influencers, as well as C-level decision makers can be tough. No matter how skilled your programmers are or how good your product is, you might need to develop a thorough marketing strategy to ensure you’re reaching out the right people who actually make a buying decision.
Step 1. Identify your target audience.
Create an Ideal Customer Profile. How? Find out who can benefit from your product. Ask yourself, ‘who are the people that are most likely to buy your software?’ You can also look at your current customers’ characteristics or find out who are the customers of your competitors.
Step 2. Set a SMART goal.
Setting a SMART (Specific, Measurable, Attainable, Relevant and Timely) goals help keep you on track to achieve them.
TIP: Don’t set a goal that is not realistic.
Step 3. Plan and build your multi-channel marketing strategy that works for your audience.
You have to be where your customers are – be it through email, social media, voice, mobile, web, etc. So it is important to know which channels work best for your business and make use of it to your advantage.
How to develop your own multi-channel marketing strategy?
- Focus on your customers.
- Be consistent. Be consistent in adding new and informative contents on your website or posting new activities on your social media.
- Measure your results. Find out which channel has more interaction and focus more on it.
Step 4. Create SEO landing pages.
Landing pages are a great way to generate traffic and leads from your website.
Step 5. Write a blog post.
Connect with your audience through blog posts. Create contents that your audience can relate to. Focus on common problems and issues they’ve encountered and provide tips on how to resolve them.
Step 6. Share it on social media.
Reach out to your audience by sharing your contents on your social media accounts and pages.
Step 7. Automate your lead nurture process.
Software prospects take time to decide when to purchase. The best way to convert a lead is to nurture them until such time that they are ready to discuss about it. Set a scheme when to send an introductory email or call and set a schedule as to when to follow up on your prospects.
Step 8. Evaluate your results.
Evaluating the result of your efforts allows you to identify which part of your marketing is working and which one isn’t. If you think you failed to achieve your goals, it’s time to create a new marketing strategy.
With the increase in competition within the software industry, you need to maximize your investment in your marketing initiatives and look for strategies that allow you to engage and connect with your prospects on the right channels to increase your ROI. We hope that these steps will you as much as it helped us increase our sales funnel.