How to market your software product?

The competition in the digital world is immense because for each purpose you get several solutions (if not hundreds of it). It’s pretty hard to offer Internet users something new as they have seen pretty everything by now. Customization? Check. Many functions. Seen and tried.

Effective marketing — that is what decides how many “subscribe” or “purchase” clicks you get. Consider there several things to engage your target audience:

• Good reviews from real clients (preferably someone they know);
• Constant flow of information about software from different sources (burst campaign);
• Practical: clear documentation and tutorials, customer support, constant updates, bugless experience;
• Emotional: attractive website, interesting content, flawless communication;
• Recommendation from celebrity and influencer.

All in all, the willingness to buy and use something (even if it’s specific software) happens because of the equation: emotional decision + rational justification. Here are some strategies you can use to boost the user’s emotions and call to their rational core. After all, if your product is good and nobody knows about it — what’s the point?

Step 1. Writing content

To find the best software for, let’s say, time management, the first thing people do is google “the best software for time management”. Usually, they search the info on the first 2-3 pages (sometimes just on the first 5 search results). Content-making can help you here in two ways. First - Google Search Engines prioritize unique and relevant info. Second, if the users find what they were looking for on your landing page - they will visit other pages. If not - they leave and check another search result. Fill your website with valuable content so that people understand from the very first minutes: “wow, if they write so clearly about what they sell, they know what they are doing”.

• Accurately describe your features and choose delivery tone understandable for your target audience. If you sell software to big enterprises to know the subject - use relevant terminology and show your expertise. If you sell it to the broader audience who may be not familiar with what you sell - be sure to explain the most important aspects in simple words.
• Write articles in the blog. They may concern not only your product but also the industry you work in. If you sell a SaaS solution - write about SaaS economy or ways of optimizing CRM.
• The more unique your content is the better conversion. The best thing would be to conduct your own surveys and analysis and comment upon the results.
• Know the difference between trends and mainstream. Be sure to write about what’s popular, however, if the info spreads through every possible channel customers know, it will become meddling and repulsive. Trends - good. Mainstream  - get rid of that.

Step 2. Creating video content.

If you get to choose: would you rather read about the features of the software or watch a video about it? Yes, that’s what we’ve thought. You see, perceiving the info from videos is easier than from the text because you get it from two channels - audio and visual. You listen to the speaker explaining something to you and at the same time - see the examples or infographics. Also, just the picture of a person talking to you makes the flow of info more even. To present your target audience with all they have to know, including various types of video content:

• Storytelling videos with some specific situation at the core and details of how you overcame difficulties. It should seem like a friend tells you a story of how he lost his phone and then his future wife found it and gave him back and that’s how they met - with interesting plot and unexpected ending.
• The demo video shows the basic info about your product, stating the main features, advantages among other familiar solutions, and its main audience.
• Tutoring videos may concern not only the explanation of how to use your software. If you sell messenger apps - tell how to enhance communication, taboos on workplace chatting, how to create your own stickers, and so on.
• Fun videos. Yes, they turn out the most popular. Yes, you can use it even if you are a real-serious-enterprise-company. Screws up and pitfalls, confusing moments and unexpected situations - that always attracts because people can relate to your story.

Attach the videos to your website pages, create your Youtube channel, and share them on your Instagram, Facebook accounts.

Step 3. Arranging ads

Where can you add some ads? First - Google, of course, because that’s the first place people are looking for software solutions. Integrate with Google ads and create your marketing campaigns there. Another solution - social media marketing. This will help you sell your software, however, only in the long-run. The primary aim of your Instagram, Twitter, or Pinterest account should be an increasing awareness of your brand. Users may not need your product now, but they may in a few months or even years. If they were subscribed or just seen your ads from time to time, the name of your brand will exist in their subconsciousness. When they get to choose, they will go for you because you seem more familiar. So, add your ads on YouTube, Facebook, and Instagram - places where most people are registered. The traditional means of advertising - on TV, billboards, and newspapers - are less effective nowadays. The best one remains the same for every time - a sincere recommendation from someone you know.

Step 4. Testimonials and recommendations

The broader your target audience is, the better chance the integration with influencers and celebrities will work. Most people trust them and want to be like them, consciously or subconsciously. Thus, if they recommend your software, you can get the sales instantly. However, if your users are large companies and specific industries, not separate customers, you will need to show how strong your client base is. Celebrities have less influence here. Clients’ testimonials increase trust and show that everything you say about yourself in your ads, videos, and articles is true. The testimonial can be written in your client’s blog or be filmed as a video.

However, what matters the most is your software’s quality. Even the most sophisticated marketing strategies won’t work if you sell a reinvented wheel. If you feel that you need help with that - be sure to contact the SapientPro development team.