Software Marketing

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Software Marketing

Do you ever notice that some software marketing companies show a software box on their website, and some don’t. Why is this? If it’s software marketing, it’s likely that is will never be seen on shelves at a retailer near you. Seems relatively useless doesn’t it?

Well, it’s not as dumb as you might think. Showing a software marketing box shot simply implies that your software marketing product is an out of the box solution that is easy to install, use and maintain. It implies that you don’t need expensive consultants to integrate it into you infrastructure. So if your company sells software, particularly online, it’s easy to make the case for showing a box.
Creating a successful technology brand or technology marketing program begins with a simple four-step exercise to help you differentiate your company from the competition and create relevant value propositions that will resonate with your prospects.

Five components work together to constantly optimize your online marketing.

If you’re investing in sales growth for your technology marketing organization, the five essential components shown below will work very effectively together to make sure your modest software marketing website investment pays off. The point is, each component works inter-dependently to constantly improve the other software marketing components. For example, your analytics can provide the data to optimize you messaging and user interface, while your software marketing lead collection data can help you understand where and when your site visitors are taking the next steps to becoming a customer. The truly serious and sophisticated online marketers always, (without exception) have all these components working together like a well-oiled machine.

Your company may be selling software marketing technology (hardware, software, services), but keep in mind that you’re selling to people, not machines. In other words, be careful not to get too enthusiastic about your great features in your technology marketing efforts. Your customers may not be as excited about them as you think.

1. What the market wants – Define the needs and wants of your key prospects. Make a detailed list of everything you feel your customers need from your software marketing product or services from technical standpoint (ie., 50% increase in uptime) and from a human standpoint (‘helps me focus on other more important details’).

2. Competitors’ positioning – Gather information from your software marketing competitors’ ads, websites, collateral and anything you can get your hands on to determine their basic messaging, colors, graphic theme, etc., they use to position themselves in the software marketing marketplace (i.e., ‘XYZ Co..the leader in management technology solutions’).

3. Compare your list of software marketing customer needs and wants against the information you’ve gathered about your competitors. You’ll start to see distinct differences and striking similarities that will help define your benefits and differentiate you from competitors.

4. Once you have your list of benefits, create one simple positioning statement that summarizes your market positioning. Apply it to all technology marketing and technology branding elements.