A digital marketing strategy software is a technological device for conducting digital marketing function, such as mobile digital marketing and so on. THE INEVITABLE Digital Marketing Strategy Software can give your business an edge on the competition, while at the same time enabling you to become more profitable. It is also designed to help you save on cost without sacrificing on quality.
Digital Marketing Strategy Software is a comprehensive and affordable online software that helps to align your entire business by creating a strategic plan that ensures that each and every digital touchpoint is considered. It is simple to use and allows you to create your strategy with the help of templates such as website audit, social media audit, and many more.
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.
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.
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.
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.
Exploit multiple social channels
Choosing the right social platforms is vital. Here are the world’s largest social networks and what each is good for:
LinkedIn is highly relevant if your software is primed for the B2B space. Users on LinkedIn are looking for business solutions. A 2017 report by LinkedIn suggested that 80% of B2B marketing leads from social media come through the LinkedIn network.
Facebook and Twitter
These platforms are great for engaging with your target audience and promoting your content. They both offer powerful paid remarketing systems that allow you to grow a following quickly.
YouTube
Youtube has become the second-largest search engine after Google so it’s the best place to post video tutorials for your software, webinars, and entertainment content. Video demos and pre-roll ad campaigns will give people insight into your solution while also actively driving traffic to your website.
Create tutorials and guides
Creating content that aims to help people solve problems is a powerful weapon that software companies can certainly jump on. “How to” tutorials and best practice guides are a must if your solution is complex or tackles a unique problem. Companies look to invest in new software products because they want a means to step ahead of the competition. The more you try to position your brand as the answer to their concerns, the more signups you’ll see.
Not only is helpful content great for exposure and awareness, but it’s also a great way to collect the email addresses of leads. Email marketing is the perfect way to develop deeper connections with your customers. Mailchimp is the largest email marketing platform in the world so it’s a great place to launch your first nurture campaign. You can also check Mailchimp alternatives if you are looking for other features or more affordable pricing.
Build impactful reviews
You can solicit independent third-party review sites as well as work to increase the level of reviews you gain from users. Search for “software directories” or review sites and add and verify your profile there. Websites with a good number of user reviews will usually rank on the first page of Google because of their affiliation with these giant software companies and their domain authority. These sites will provide good exposure and increase the credibility of your offering.
Use your content marketing channels to build reviews from real customers. Leverage your social media accounts to actively t ask happy users to review you on certain platforms. You should also be doing this with outbound methods. For example, using your CRM database to build a targeted list of customers, then sending a tailored batch of emails asking your users to leave you a review. Offer incentives like a prize draw to increase the number of recipients that bite while ensuring the reviews remain unbiased.
Contribute to External Online Communities and Blogs
This is a great chance to increase your company’s exposure and to demonstrate professional knowledge and skills in your industry. This is especially true in the software development and deep programming field, where people are always willing to learn and practitioners are often seeking advice on online communities and forums.
Additionally, you should engage in guest blogging and link outreach. Your company can offer content to be cited on another blog and in return for publishing a guest post on your blog. Аlternatively, you can offer to have your content be linked to from an external website dedicated to the software development industry.
You can also contribute to different groups on social media such as LinkedIn or Facebook groups related to the industry you work in. Тhis way, you can get involved in conversations with professionals who can later become your partners or clients.
Create a Solid Website
Your website is a good place to showcase your business and your unique selling proposition, all well as product videos and client testimonials. When visitors go to your website, they are looking for information regarding your company and offerings, so give them what they are looking for.
It’s essential to improve the speed of your website, give it a mobile-friendly layout and post relevant content. You can include pricing pages so you can differentiate between people who visit your website only to find out the price and clients for whom price is the main purchasing factor.
Last modified: 05/07/2021 Read time: 9 min
As the demand for technology arises, so does the need for digital marketing. Did you know that 90% of shoppers who visited a store in the last week, say they used online research before that? And tech shoppers spend 74% of their time researching online versus 26% offline? This means that your online presence is crucial for your company’s profitability.
If you are a Software Development agency, your products are easily sold online so your clients are also online. Your primary goal should therefore be to build great brand awareness , through improving brand visibility, providing excellent customer experience and ensuring your services can be easily found through search.
According to statistics, 62% of buyers say they can make a purchase decision based on online content alone. As such, your digital marketing plan should link your clients to you through your social media accounts, blogs, websites, online forums, and mobile communications.
However, creating and implementing an effective digital marketing strategy for a software company can be a real challenge. To help your company stand out from the competitive technology market, we suggest you consider implementing a few proven marketing strategies, designed for tech companies.
1. 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.
2. 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.
3. 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.
4. Focus on Multiple Channels and Take Advantage of What Each Offers
There are different social media channels and each one has pros and cons. Most businesses nowadays strive to be active on as many platforms as they can manage, but the truth is that you need to find which social media sites your users get information from.
When it comes to software development, and particularly B2B companies, you have to pay attention to which platforms your target audience seeks business advice from.
LinkedIn is the most relevant B2B social media channel. It is business-oriented and connects professionals from various industries and networks who both offer or look for solutions for their business.
Research by HubSpot shows that LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%. Which is almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).
Facebook and Twitter are great platforms for engaging with your potential clients and followers and promoting your content.
YouTube has become the second search engine after Google, making it a great platform to post your video tutorials and webinars on.
TIP: Never ignore comments and reviews even if they are negative! Try to understand and solve the problem which the user experiences.
5. Contribute to External Online Communities and Blogs
This is a great chance to increase your company’s exposure and to demonstrate professional knowledge and skills in your industry. This is especially true in the software development and deep programming field, where people are always willing to learn and practitioners are often seeking advice on online communities and forums.
Additionally, you should engage in guest blogging and link outreach. Your company can offer content to be cited on another blog and in return for publishing a guest post on your blog. Аlternatively, you can offer to have your content be linked to from an external website dedicated to the software development industry.
You can also contribute to different groups on social media such as LinkedIn or Facebook groups related to the industry you work in. Тhis way, you can get involved in conversations with professionals who can later become your partners or clients.
6. Educate Your Clients Through Tutorial and Guides
Creating and distributing problem-solving content such as “How to” tutorials and “Best practices” guides is definitely a must for your digital marketing strategy. Every business aims to stand out from the crowd and beat the competition which is why companies would invest in a new software product.
Understand what problems your prospects face and how your products can solve them. Then create educational content which can be distributed through social media, website landing pages or email. In return, you will be able to collect valuable information about your followers like their contact details, which is a great starting point for your email marketing strategy.
Email marketing is the perfect chance for you to get to know your customers better. Acquiring a customer’s email address opens the door for you to send out promotional messages from your brand. It helps to start a conversation or to keep clients up-to-date with your latest products.
Related: 6 Ways to Strengthen Your B2B Content Marketing Strategy [Part 2]
7. Create a Solid Website
Your website is a good place to showcase your business and your unique selling proposition, all well as product videos and client testimonials. When visitors go to your website, they are looking for information regarding your company and offerings, so give them what they are looking for.
It’s essential to improve the speed of your website, give it a mobile-friendly layout and post relevant content. You can include pricing pages so you can differentiate between people who visit your website only to find out the price and clients for whom price is the main purchasing factor.
Software development companies often have the technical know-how of building a website. But there’s a lot more to a website than the code itself. It’s about the corporate brand, web design, user experience, and numerous marketing techniques tailored for conversion rate optimization and increasing the traffic from organic search and social media.
Price and product have always been important factors for marketing. But nowadays the customers’ experience can play an even more significant role.
The data shows that 86% of buyers are willing to pay more for great customer experience. So, focus on creating experiences for your customers that can make them happy.
Create Animated Infographics
Most enterprise B2B companies have been producing infographics for some time now. They’re an easy, colorful way to present facts and information about your company or industry to potential buyers. However, more marketing-savvy tech companies are taking things a step further by producing animated infographics. These short 1-2 minute clips contain all the information that you would typically present on a traditional infographic but in more of a “slide by slide” format set to music. Animations are then added to help bring the statistics to life. This animated infographic about video marketing stats by Insivia, for instance, contains much of the same data and visual elements that a normal infographic would have. What makes it stand out is that it’s able to walk the viewer through the details in a more engaging and entertaining way. That’s what animated infographics are great for, not just presenting numbers but telling a story with them.
Invest Efforts and Time in SEO
Effective SEO (Search Engine Optimization) strategies aim to increase organic visitors to your website or blog which would later be converted into leads, provided that you have followed the steps so far.
Allocating enough time on strategic business development and SEO at the same time is hardly ever accomplished by anybody. You would probably not have the time to develop the additional expertise yourself. However, your SEO goals can be achieved if you assign this task to dedicated employees/agency and monitor the following steps:
- Make sure your website can be found by the search engines.
- Make sure your website loads fast. Page speed is important both for Google ranking and user experience.
- Make your website mobile-friendly.
- Make sure your website has a reliable and updated sitemap and site structure.
- Pick the right keywords for your content.
SEO may be tricky to master as a beginner, but it pays off in the long run. The most straightforward thing you can start with is to identify which keywords will bring prospects to your site. You can use keyword research tools like Ubersuggest or Semrush, to understand what words and phrases your target market uses when searching for information or products that your business provides.
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.
Conclusion:
Creating a digital marketing strategy is the first step towards a successful, aggressive and profitable digital marketing campaign. While most people agree with this statement, not many people achieve the most important part of creating a digital marketing strategy – making one. In fact, most digital marketers spend most of their time spinning their wheels and trying to figure out what they’re doing wrong with their digital marketing.
This article will help you in making a decision on what kind of software you need for your marketing campaigns. It discusses the features included in digital marketing strategy software.