Just like the title says, I’m going to be sharing an example of a digital marketing plan for software companies . Guide for strategizing marketing analytics software . Guide for implementing the best digital marketing plan.
What is digital marketing Analytics? What is the best digital marketing strategy for a software company to use? How to run an effective digital marketing campaign? What should be your digital marketing plan? These questions and more like these will certainly come up. But what is interesting is your position about all these kinds of questions and ideas. These kinds of questions and thoughts, we believe, say a lot about your business. They say a lot about how serious you are about reaching out to potential customers and giving them the best, which can help them succeed in their businesses as well as life.
Set Your Goals
No matter if your business model is B2B or B2C, the first thing you need to ask yourself before you start drawing up a digital marketing strategy is “What do I want to accomplish”?
You might want to attract more customers, increase your brand’s awareness or promote a new software product you just developed. Whatever your purpose is, defining your goals and putting them into writing will increase your possibility of success.
An action without a goal leaves you with no idea where to go. Having a detailed Digital Marketing Plan is a great way to know what to focus on.
Great Stories
While your technology is probably complex, robust, and overall impressive, when using video to market your solution, you should focus on telling a compelling story. Walk the viewer through how your product helped a specific customer get from “A to Z”, how your company started or how a team developed a specific feature. Hook people with a good, easy-to-understand story first, then dig into specifics with them later on sales calls.
Fun Videos
Just because you’re in the B2B enterprise space doesn’t mean that your videos should be dry and technical. In fact, you should instead aim to create engaging, entertaining content. Creating videos that are particularly funny, humorous or enjoyable will help you stand out from the crowd. Take New Relic, for instance. The most popular video on the New Relic YouTube channel isn’t a webinar or tutorial, it’s a funny rap video about coding made by one of their employees.
Define Your Target Market
Your target market is the group of people to whom your product or service is most relevant and who are more likely to benefit from it.
Based on your target market you will choose the right tactics to drive more traffic to your sales funnel. When promoting a product, your new software platform or interface you should know not only who will use it, but also who will be the buyer.
For software development companies, and particularly for those focused on B2B, defining the target market can be more complicated because usually the end-user is not the actual decision-maker.
In such cases, your marketing activities must be directed towards users, influencers, buyers and C-suite executives. For that purpose, you will need to create buyer personas, write targeted content and design landing pages according to their expectations and demands.
You need to adapt your approach and communications to the audience you wish to target. The effectiveness of your marketing activities strongly depends on defining your ideal customers as accurately as you can by conducting deep research. While doing so, you should focus on the following segmentation criteria:
- Demographics (Age, Location, Gender, Income level, Education level)
- Psychographics (Personality, Attitudes, Values, Interests/hobbies, Lifestyles)
- Behavior – purchasing patterns such as price sensitivity, brand loyalty
- Business segmentation – business size, nature of business, structure, etc.
Useful Content
Your video content strategy should also make room for educational content. This can include things like tutorials on how to use your solution, product demos, webinars about industry trends and best practices, or “how-to” style videos. Webinars are particularly useful because by requiring people to exchange their contact information to register, you’ll be able to build your contact database and engage in marketing or sales activities with those contacts in the future.
Offer free demos
Most users like to try software programs before buying them. Offer free demos of your program whenever and wherever you market it. Submit a shareware version to software directories and offer a trial version on your own website. The trial version can be for a limited time or provide access to limited features, as long as it shows users how they can benefit from buying the full version.
Employ a steady, consistent SEO strategy
Like social media, SEO is not necessarily a quick and easy endeavor. A robust online presence comes gradually. Don’t abandon your SEO efforts if you don’t see immediate effects. To get real results, you need consistent keyword research and shareable content that will cement your website as an information hub and boost rankings on search engines.
Client Testimonials
There are few things more powerful from a technology marketing standpoint than your target buyer saying to themselves, “That solution worked for another company just like ours, so maybe it will work for us too?” Client testimonials serve as reliable, peer-to-peer endorsements for your brand to prospective customers.. And if your solution serves multiple verticals, you’ll want to collect testimonials for each individual sector, if possible. This Salesforce customer testimonial video with Dunkin’ Donuts hits the nail on the head, because it’s targeted towards their retail prospects and has a brand that’s well known in the industry.
Spend to Earn
In a survey by Clutch, 75% of respondents say that paid search ads make it easier to find the information they are searching for on a website or search engine. What does this data tell you?
Do not be afraid to spend. Spend and you will earn. Digital marketing is the new trend for attracting mass consumers.
Allocating some of your budget on display ads, paid search ads, or social ads can help you reach your target market and achieve high conversion rates. Awareness of the brand is established. Thus, potential customers will come to your website for further information on their specific needs.
Run paid campaigns
Aside from content on your site, you should also consider running off-site advertisements. One of the best ways to do this is with pay-per-click, or PPC ads.
If you run PPC ads in search engines like Google, users who search for terms related to your company will be shown your ad either above or beside the natural results. And like the name suggests, you only have to pay when people actually click on them and go to your site. Unlike traditional methods, like print and billboards, where you pay just to get your message in front of people, you only have to pay when potential customers take action.
Although every business arguably needs Internet marketing, for software companies, it’s a no-brainer. You have the opportunity to advertise and make sales all in one place, which can make the task of marketing much easier.
If you’re not already taking advantage of the Internet’s many opportunities for marketing, now’s the time to get started. And if you need help creating a strategy, feel free to contact us. Our talented team is more than happy to help you start using the Internet to grow your business.
Conclusion:
Working as a marketing analyst at a software company, you need to be familiar with many of the marketing analytics best practices. One of the main parts of business strategy for software companies is using data-driven decisions. You want to be able to analyze your customers and use this analysis to define your next marketing steps.