As the demand for, and development of, technology rises so does the need to market it.
Did you know that 90% of your shoppers usually have done their online research before visiting your store?
In fact, the target market of the technology industry spends 74% of their time doing online research, instead of offline. This means that you will have to build a robust online presence for the sake of your profitability.
If you are software development company in USA, it means that your products’ demand and clients are available in numbers online. Through your digital marketing efforts you can build quality brand awareness by improving brand visibility. Add to that, top notch customer experience along with SEO, and you have an invincible digital marketing recipe.
Statistics suggest that around 62% of the buyers make a purchase decision based solely on the content available online. Hence, your digital marketing plan should link your clients to your brand through social media and digital efforts like blogs, websites etc.
However, developing and administering a digital marketing strategy that is effective for a software company can be challenging.
Therefore, to help you out stand out within the competitive technology industry we will take you through a step by step of developing a sustainable marketing plan.
But before we get onto the strategies there are some preemptive steps that need to be set in place. This will help you get the most out of your digital efforts
Set and understand your goals
Whether your business model is B2B or B2C, the first thing you should interrogate is what you want to accomplish. This will help gear your digital marketing strategy in the right direction and set you up for better profitability.
A business an have different goals at one time. You might be looking to promote a new product, reconstruct your brand’s image, or increase brand awareness. Whatever your business purpose is, defining and putting your goals in writing will up your possibility of success.
Define and understand your target market
Your target market is the group of people your product sales is tailored for. You will choose the right tactics to drive more traffic towards your sales funnel. You should be aware of who will be buying and using your new product/software platform/interface. Outlining the target market for software development companies that focus on B2B can be more complicated since the end-user is not the real decision maker.
Spend for a better ROI
Several buyers have stated that they find paid search adds easier when it comes to finding information they are searching for. This means that companies should not be afraid to spend on marketing. Digital marketing has quickly become the hot new trend in attracting quality customers.
By allocating a good chunk of your budget on display ads, social ads, or paid search ads, will allow you to reach your target market while achieving better conversion rates.
Marketing strategies software companies can use
Share your brand’s story
Every brand has a story behind it especially if you are building it all from scratch. You may detail the challenge you face in the beginning and how you overcame them. this will add value to your product and allow your target market to relate to your cause. Tech companies usually promote their products and services without investing too much time and money sharing their history. The key to selling to more customers is building an emotional connection. You need to give your buyers a reason to choose you again and again even when there is competition.
Analyze your success
Make sure to consistently track the success of your campaigns to gauge whether your strategies are effective or not. You can also utilize analytical tools such as Ahrefs, SEMrush, Google Search Console, Google Analytics, etc. These online tools will help you gain an insight on how your campaigns are performing in comparison to your industry.
Identify your key performance indicators (KPI) to track metrics that you only need for a specific campaign. Every campaign will serve a different purpose so make sure to outline what you are looking for beforehand. You do not always have to create an ad campaign to boost your conversions.
Develop content that adds value
There are certain types of content that can prove valuable to both your brand and your customers. Many software companies are not aware of it, but blogging can be one of the best ways to increase traffic and conversions. This usually helps you attract and engage potential customers by the hundreds.
This is especially useful in this burgeoning tech industry. When it comes to products/services like software development. Creating and sharing interesting informative blogs across various channels will help you reach a larger target group. This means greater number of visitors to your website.
Get into automation tools
Automation is a significant part of any software development project since it saves valuable time and other resources. In fact, it is considered that marketing automation has helped improve quality leads for at least 60% of companies. On top of that, the individuals who use marketing automation tools to improve leads report generating 3 times more leads than the last time. This is why marketing automation is crucial, especially in today’s dynamic market.
Always start local when planning your marketing strategies. Gen X consumers and millennials are now going local especially when it comes to buying products and services. Soon there will be a vast market that supports local companies and prefers to buy exclusively from the. In fact, a study suggests that 72% of customers doing local search have preferred visiting stores within a 5-mile radius. Hence, when you are drafting your SEO marketing strategies ensure that you approach the local market first.
Influencer marketing can help as well
The influencer marketing industry is getting catching traction quickly. In fact, today you can also find several posts from influencers who are promoting various brands on social media channels such as Instagram, Facebook, etc.
Thanks to emergence of highly interactive apps like tiktok, the consumer market for influences has increased tenfold. Large number of tech companies are now collaborating with influencers to promote their products and services effectively. The best part about partnering with social media influencers is that it can help raise your brand awareness on a minimal budget.
In a world when tech companies may find it difficult to build an online customer base from scratch it is easier to partner with a familiar face. Influencers already have a significant viewer base whom you can promote to without investing too much of your budget.
Effective remarketing strategies
Remarketing or retargeting is one of the best strategies that will help you drive greater traffic and conversions. This is a process that will help you target existing customers or potential buyers who have visited your website before. These techniques usually work on cookies that have stored your customers’ search histories and recorded their buying patterns. By remarketing your product, you guarantee consistent customer retention while upselling and cross-selling your products/services/features/tools.
A digital marketing strategy can do wonders for your business and its consumers. The homework and timing you put into will be a great determinator of its returns. Make sure to choose the right digital marketing company to shoulder your agenda.