Inbound marketing philosophy is based on a change of focus on our relationship with the market, stopping talking about us to start talking about our customers and their needs. It is a generous marketing, with the hope that by helping others we will generate trust and, in the end, the favor will be returned to us and we will be able to create relationships in which we all win. This approach can be very useful to create marketing strategies for software companies, so in this post we give you some ideas that you should start putting into practice, if you have not already done.
Find a niche
Nowadays, with the use of Internet, the potential market for a software product is practically unlimited. Trying to create a good product for all companies, whatever their sector, size or specific needs, it allows you, in theory, to sell to a very large number of companies. Or not…
“If we try for too much, we will end up with less”
This general approach has many weak points: much competition, low cost solutions, lack of response to specific problems, etc. Inbound methodology addresses marketing from the point of view of the potential customer or buyer persona, starting by determining who are my potential best customers, those to whom I will be able to help better and who will have a better disposition to adopt my solution.
If you already have software, try to analyze what your strengths are and to which clients you are best fitting, and try to go deeper into that. If you are still in the design phase, try first to locate a need not covered by 100% of a specific market niche. Take advantage of the previous experience of your company, people who work in it, your customers … Carry out an analysis of potential customers and try to answer their problems.
Make it differently
With Inbound Marketing we try to take off our heads, to try to be seen in an ocean of information and more-of-the-same that is plentiful in Internet. Why do not you try something different? If your software has a unique approach to respond to the needs or problems of your customers, it will be easier to create content and position them to be the leader in this new category that you will create. Look at what the competence does and give it a twist. Or see what is being done in other totally different businesses. If you have already defined your market niche (what should you do), soak up the trends about that sector and the concerns that your buyer personas have. Could you apply gamification strategies to your software? Could you make it more collaborative?
When potential customers search for information about a problem in Google, they are saying that they do not have all the answers and they need help. Why do not you help them? If your software responds to a need, try to be less expert in your software and more expert in that need. Be humble. They are not looking for your software, they are looking for information. Educate them, inform them, accompany them and show that you are the one who knows most about their problem. Is not that the best way to guarantee that your software is the best solution?
Once your potential customers have discovered you through your blog or your social networks, provide tools for helping them to understand their problem and how to solve it from the beginning. Generate content that may be useful for their work and take the opportunity to get a contact and start learning more about them. Accompany them in their research and discovery process of possible solutions, always being generous and honest, and you will obtain the necessary confidence to generate a sale.
And if your product does not fit, or now is not the time, remember that in the long term it is better to have a satisfied contact than an unhappy customer.
People are guided by emotions. Always try to give more than what is expected of you. Always keep in mind that you are not selling your software to a company, you are selling it to one (or several) people. Be close, have empathy, try to create emotional bonds. A special moment or a pleasant memory can sell more than all your catalogue of functionalities or technical advantages.
Do you apply these principles to sell your software? What best does it work for you? We would love to listen to you and learn more. Tell us!