Archive for the 'software sales' Category

WHAT’S DIFFERENT ABOUT SELLING SOFTWARE ONLINE?

From Software Marketing Advisor:

What is different about selling software online?

You may be wondering how is selling software online different from selling any other ecommerce product. After all, isn’t selling software online more or less the same as selling anything else, such as shoes or office supplies?

working macbook computer keyboard

Photo by Negative Space on Pexels.com

In a nutshell, it really isn’t very different: You still need to understand your target customer and what problem or need your software is addressing. You still need to worry about branding, messaging, and how to reach your audience. And you still need to be able to communicate your USP (unique selling proposition) to get them to buy.

But there are two ways in which selling software is a little different from selling other products – the first may be obvious, and the second is a little more subtle, but both are important:

(1) Where you sell software online: software is often sold through app stores, download sites, or your own website, rather than via the popular ecommerce platforms which are designed primarily for physical products.

(2) How you communicate the value: software developers are engineers, and often make the mistake of focusing on the technology (software features or the underlying technology used) rather than on the customer benefits.

Keep reading to learn ten strategies to boost your web software sales.

Continue reading “What’s Different About Selling Software Online?”

Entrepreneurs that Can’t Sell — David Cummings on Startups

This article from David Cummings’ blog provides some good tips for entrepreneurs that need help with sales skills:

Last month I was talking to an entrepreneur that lamented he can’t sell. No matter how hard he tries selling his prototype to prospects, his idea to investors, or his vision to potential employees, it’s just not clicking. After hearing this, I asked a few questions about his strategy and approach. It became clear that […]

via Entrepreneurs that Can’t Sell — David Cummings on Startups

What is the Best Software Business Plan and Marketing Strategy for You?

person writing on white book

Photo by rawpixel.com on Pexels.com

If you manage a software or online business, there are many different options for monetization, including:

  • traditional software license,
  • subscription fees,
  • advertising,
  • bundling,
  • licensing by component,
  • software consulting or
  • software reselling.

This article will help you plan the best business model and monetization strategy.  Keep reading to learn more about how to optimize your software business plan.

 

How to Best Market Your Software

software marketing, software promotion, promotion, marketing

Read this article to learn some helpful tips for software advertising and marketing. Whether you are selling consumer or business software, follow this guide to software marketing to increase sales of your software.

Start by thinking about the answers to the following questions:

  • What do you want to get out of your software marketing efforts? New customers? Increased revenue? Increased market share? New markets?
  • What does your target customer look like, and what is their pain point that your software helps with?
  • What is your unique value proposition? What makes your product the best at solving your customer’s pain point as easily/cheaply/quickly as possible?
  • What is your customer’s buying decision process? Where do they look for information to solve their problem?

Keep reading to learn more

 

Assess Your Marketing Effectiveness for 2016

Marketing should never be static – there’s a reason I always emphasize the circular, iterative nature of my 7-step marketing strategy process.

Mktg-Strategy-Process

7-Step Marketing Strategy Process

A strong marketing program must always start with a careful analysis of your target customer niche, their problems and pain points, and other solutions in the marketplace.  Once you fully understand the customer problem and available competitive solutions, then you can write your Unique Selling Proposition (USP).

Your USP is the one most important piece of content to drive your marketing.

Many of our clients turn to Software Marketing Advisor to help better craft their USP and marketing messaging.   Our Marketing Strategy Review service helps optimize your USP and messaging.

 

5 Top Challenges When Marketing B2B Software

What’s so different about marketing business-to-business (B2B) anyway?

I’ve spent most of my career in marketing of business software and services, so I get asked this question a lot.  How is marketing business software different from marketing a consumer app?

There’s actually some significant differences, and if you don’t remember that then you’re not likely to be successful with your marketing.

Here’s a list of the top 5 challenges in selling B2B software rather than consumer:

  1. Selling a Solution — If you’re selling a business app, then you have to sell a solution to a problem, not a piece of software.  Ideally, you can tie the use of your software to a solution to one of the top three problems that keeps your target user awake at night.  And then market that solution…
  2. More Than One Buyer – the purchase or adoption decision for a business application often involves more than one person.  You don’t only have to market to potential users, but you also have to include messaging for other stakeholders, such as group manager, execs, purchasing manager or CFO, etc.
  3. Aligning the Ecosystem – If you’re marketing a solution (see #1), as you should, then sometimes that solution involves more than just your product.  For example, when I was working for Intel we had to focus on software marketing with partners in order to convince users to buy a new PC – they don’t buy hardware, they buy software.  So figure out which companies sell the other pieces to your solution, and approach then to do joint marketing.
  4. Longer Sales Cycle – for a typical business software purchase, it’s not as easy as having the user visit your website, read your great sales copy, and click to purchase or sign up.  Even for a small purchase they may need to get their manager’s approval, or perhaps it needs to be included in the next budget cycle or reviewed with other stakeholders.  That all takes time.
  5. Supporting Content Matters – B2B buyers expect to find good-quality marketing content about your software.  At the least you should have a professional brochure, some case studies and testimonials, and a product data sheet.  You can also write and publish white papers to market to your audience.

Remembering these 5 key differences will make it easier to properly market your business software. For additional help, check out the software marketing toolkit here.

Stop Promoting Your App!

stopsignWhat is the biggest mistake that software marketers make?

Promoting their app!

Yes you heard that right….  the biggest mistake that software marketers make is focusing too much on promoting their app.

But isn’t that what software marketers are supposed to do?

No!

Unless you’re selling a game or other impulse-purchase entertainment-related app, you should be marketing a solution, not a piece of software.  As soon as you start to think about it that way, it will change your mindset:  You will put yourself in your customer’s shoes, and think about why they need this solution, what problem it solves….  These are your key marketing messages.

So stop marketing your app features…  Instead, market a solution to your customer’s problem.  You’ll be surprised how much more engagement you get.

For more help with marketing, try out our 7-Step Software Marketing Toolkit.  We’re running a special right now, so you can get a 3-month marketing campaign for the price of just one month.  Check out the 7-Step Marketing Toolkit here.

Mobile app monetization: Think business model, not ads | VentureBeat

This article posted today at VentureBeat is well worth a read if you have a mobile app and need to work on better monetization . http://venturebeat.com/2013/06/02/mobile-app-monetization-think-business-model-not-ads/

New Software Marketing Membership Program

New Software Marketing Membership Program

Get customized software marketing help with our new membership program:  sign up for as little or as much help as you need.  Check it out at the link above.

 

The Trend Toward Marketing and Selling Software Online

As I’m sure any software marketer knows, more and more of the sales and marketing of software is happening online. Even for high-price enterprise software, much of the initial customer data gathering and lead generation is often done online. I wrote a recent page on Software-Marketing-Advisor with some key tips for selling software online.

In an article published today on MarketingProfs, “The Surprising Evolution of Online Marketing in Software Sales”, Jayson Gehri talks about the trends in software marketing online, and some tools that could be quite useful to software marketers looking to extend or simplify their online marketing efforts.

Selling software online is about two key things: First, clearly communicate the benefits to your customer (in language they understand, not geek-speak or feature lists). Second, allow the prospect to experience the software in as real a way as possible. Jayson’s article gives some useful pointers to making the most effective use of online software demos.

For some additional help with selling software online, take a look at our list of key tips here.


Enter your email address to follow this blog and receive notifications of new posts by email.