5 Important Marketing Strategies for a Software Company

Are you thinking of marketing strategies to sell your software? After conducting market research, one of the first decisions every software and technology company needs to make is deciding which methodology to use in their marketing and sales strategy.

At this point, questions of the type usually arise. How do you contact your potential clients? What content do you need to generate sales? What methodology do you choose in the marketing strategies? In order to address answers like these, it is essential to understand what types of software selling strategies exist and how you can adapt them to the sale of your technology business.

Types of marketing strategies for a software company

In general, there are two types of marketing strategies for a software company to sell software: outbound and inbound. If you are not familiar with these terms, it is important that you at least understand what concepts are behind them.

Inbound is a marketing methodology where the client is attracted to the generation and dissemination of content that helps educate your client and build trust. It is not a type of strategy that works better in the short term, but if it works well and with perseverance, it can help you a lot to spread your brand and ensure that this content automatically attracts clients.

Outbound is an approach to the client based on direct and rapid contact, but which requires a more intense and continuous effort over time. Outbound strategies are based on more traditional techniques of attracting customers through direct and unidirectional methods. Some examples of outbound can be prospecting for clients or advertising in the media.

All the strategies to sell software that exist can be classified in at least one of these two methodologies.

5 Important marketing strategies for a software company

Some examples of inbound and outbound strategies to sell software are described below.

1. Create a blog with SEO articles

If you generate valuable content in the form of blog articles, you will be able to attract traffic to your website through Google. These visits from potential customers can be transformed into customers through a marketing funnel. The key is to generate quality articles optimized with SEO keywords. Show your client that you can help them through your blog and you will generate interest in your software and your company. Be aware that SEO is not an instant strategy, you will not see interesting results until after six months after publishing your first articles consistently.

2. Post content on social networks and YouTube 

Social networks are an excellent way to give visibility to your company, attract traffic to your website and publicize your software and other technology services. If you’re targeting a B2B market, it’s probably best to focus on posting on Linkedin first. On the other hand, YouTube has become the most successful Internet search engine after Google. We consume more and more content in video format, so it can be an interesting opportunity to publicize your software.

3. Hold webinars or live events

Events can be a very powerful format due to its experiential nature. Webinars are an attractive digital alternative that gained a lot of strength. If you dare to launch your own digital event or webinar, make sure that you offer something different or that you add a lot of value. Otherwise, it will cost you to fill your events or webinars with the public.

If you know that your potential clients are interested in learning about certain topics, you offer online courses on those topics, and in this way, you manage to generate leads on autopilot and at a reduced cost.

4. Prospect by Phone, Emails, and Linkedin Messages

The phone is probably one of the most agile and direct ways to prospect. Unlike commercial visits, you can make many calls in a single day, while if you travel you will always be more limited in the number of companies you can visit to sell your software

Prospecting through cold emails is probably one of the lowest-cost strategies out there for generating leads. One of the most important keys to getting clients is to understand the main objective of your first email. It is not about starting to sell point-blank from the beginning. You will have better results if you try to get them to respond to you first.

Similar to email prospecting, we can use chat with Linkedin messages. However, it is important to identify the differences between these two channels. To begin with, almost everyone who works in a company will have a corporate email that they will use on a daily basis.

5. Digital Ads

There are two main ways for Google to send you potential customers on your website. One of them is through the content of your own website such as blog articles. If you are looking for a faster option and you can invest in advertising, then SEM ads in the Google search engine can be a good option. However, first, you will have to seek potential clients by doing Google searches related to your software or technology. For example, if you sell Managed Services software, you may want to place ads when someone searches using keywords such as how to find best managed service provider or how managed service works.

Depending on the type of software you sell, for example, ERP, CRM, or sales tech software, review pages can be another element that helps you with your strategies to sell software. These pages to sell software usually have a very good SEO positioning, they charge for their lead generation services and can be decisive in purchase decisions to their software review system.

To conclude…

In short, when choosing strategies to sell software we have to consider not only short-term sales but also how to facilitate growth beyond that. That is why it is better to go with a mixed inbound and outbound strategy.

The content helps you to position as a benchmark in your sector and for those potential clients to become familiar with you and your solution. Through valuable content on social media including Linkedin, we can achieve our medium-term goal. Through lead nurturing we build long-term relationships with prospects and customers through messages that they generate conversations through content that helps.

What did you think of this article on marketing strategies for a software company to sell software? What ideas would you put into practice to design your strategies to sell software? Tell us in the comments.