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The way things are going right now, people continue to look to the IT industry for solutions for their daily lives. Complex tasks have become easier thanks to automated systems and mobile apps. Not to mention the fact that almost every other sector of society relies on software and IT products to streamline routine processes. Nowhere is this more the case than in the B2B industry. From financial services to industrial solutions, you can bet there’s an IT product that better fits the preferences of larger companies. This also explains why there are a lot of new companies offering software for various purposes.
However, with the number of IT and software startups increasing each year, it is a challenge for many smaller companies to catch the attention of their target audiences. Marketing remains a crucial factor for success, and it would be downright fatal for a software company that is still in its infancy not to focus too much on this area. In any case, B2B marketing is still a tough nut to crack. According to Business2Community, 68% of B2B marketers struggle to generate high-quality leads with their current marketing strategies. This figure alone should cause new software companies to formulate their marketing plans.
Best Marketing Ideas for a Software Startup
Invest in inbound marketing collateral
Your online presence through a good website and social media will boost your inbound marketing efforts. Instead of paying salespeople to make cold calls and relying on a prospect’s infrequent response, successful software companies rely on their inbound marketing presence to get qualified leads.
It’s a more efficient way of doing business and it’s what all startups should be doing. Lean operations means leveraging the automation capabilities of an inbound marketing campaign, with SEO at the top of the list. Implementing an inbound marketing strategy with a SaaS SEO agency at the helm adds value to website visitors and creates a long-term, scalable marketing funnel that drives real revenue.
Value Driven Email Marketing Campaigns
How about an electronic newsletter? As long as you do it the right way: don’t spam, give value. Use your top customers to share the good news about your company. Include social sharing buttons at the bottom of each newsletter so your readers can share it on any social media channel they like and watch your contact database grow.
While you want to share industry news, product updates, and occasional promotions, don’t bombard your potential customers with this. If you want to run email marketing campaigns for leads, use drip sequences that prompt the lead to download another content offer or watch a video demo of your software.
Keyword-rich blog content and page content
Are you writing consistent content that is internally linked to the main pages of your site (check the internal links in this post you are reading)? Blogging is a critical method of driving qualified traffic to your site from many sources. It’s one of the best investments of your time because, with proper social media promotion and proper on-page optimization, your blog posts will start to rank for high-value keywords. Remember not to use your blog as a forum about how great your company is, but to share valuable information that solves problems. Try doing a few interviews with thought leaders in your industry, or come up with a tactic you use to grow your own business. I
PPC and display advertising
One of the simplest and most profitable marketing strategies for software startups is to buy visits to their site instead of earning them organically. One of the most popular forms of PPC advertising is bidding for ad placement in search results. If you’re going to use this strategy, take some time to research the right keywords, pick those words and place them in well-organized campaigns, and then set up PPC landing pages that are optimized to convert those visitors into leads.
Invest in your thought leadership
Using your website as an educational tool is a useful way to drive business because it provides your visitors with valuable information while building your brand authority. You can also link a YouTube channel to your site or share it in your email newsletter to get more readers to visit your business. Whichever path you choose, keep the information relevant and brief so you don’t bore your potential customers.
Keep your marketing tactics humble
Be careful not to promote yourself too much – this turns people off and makes you seem arrogant. While it’s important to set a precedent for thought leadership in the marketplace, going overboard will drive people away from the company.
Constantly post new marketing content
It’s critical to the marketing success of software startups that you and your team post new content on a regular basis. Try using a content calendar, which is free and can be found with a simple Google search.
You can also invest in software like AirTable, HubSpot, CoSchedule, or Curata. Regardless of which route you choose, it’s important to stay consistent when posting new content. Google’s search algorithms love fresh content – it keeps users engaged with your site and they know it adds value. Anytime you can add value to Google’s perception of your website, you will rank higher.
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