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Marketing for Software Companies: 3 Software Marketing Strategies to Use

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Marketing for software companies is a must.

Using online channels like search, social, email, and paid, your business can market your products to consumers and companies successfully. Compared to offline or traditional marketing, digital marketing for software companies offers immense value because of its cost, fast feedback, and data.

The question is which software marketing ideas should become a part of your software marketing strategy? Whether you’re building a marketing strategy for a software product about to hit the shelves or one that’s been on the market for a while, this article shares some of the best tactics to use.

Keep reading to learn how to market a software product to companies and consumers online. Plus, learn why digital marketing for software companies offers the most value. If you’re looking for help with building your software marketing strategy, give us a call at 888-601-5359 or contact us online!

Our digital marketing campaigns impact the metrics that improve your bottom line.

See More Results

WebFX has driven the following results for clients:

$3 billion

In client revenue

7.8 million

Leads for our clients

5.2 million

Client phone calls

3 software marketing strategies

Some of the most useful software marketing strategies include:

1. Offer free demos

Most users like to try software programs before buying them. Offer free demos of your program whenever and wherever you market it. Submit a shareware version to software directories and offer a trial version on your own website. The trial version can be for a limited time or provide access to limited features, as long as it shows users how they can benefit from buying the full version.

2. Create branded content

People prefer to buy from companies they trust, and one of the best ways to earn trust is by providing useful information to your potential customers. Create resources that include helpful tips and knowledge, even if they aren’t directly related to your product.

Consumers can find this information via search engines, and will gradually start to think of your brand as a trustworthy source of information. Then, when it comes time to make a software purchase, you’ll be a natural choice.

3. Run paid campaigns

Aside from content on your site, you should also consider running off-site advertisements. One of the best ways to do this is with pay-per-click, or PPC ads.

If you run PPC ads in search engines like Google, users who search for terms related to your company will be shown your ad either above or beside the natural results. And like the name suggests, you only have to pay when people actually click on them and go to your site. Unlike traditional methods, like print and billboards, where you pay just to get your message in front of people, you only have to pay when potential customers take action.

Although every business arguably needs Internet marketing, for software companies, it’s a no-brainer. You have the opportunity to advertise and make sales all in one place, which can make the task of marketing much easier.

If you’re not already taking advantage of the Internet’s many opportunities for marketing, now’s the time to get started. And if you need help creating a strategy, feel free to contact us. Our talented team is more than happy to help you start using the Internet to grow your business.

Learn about more marketing strategies for software products in our digital marketing strategy guide!

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Software Company

Software marketing: Digital vs. traditional

Any good software marketing plan includes a broad mix of channels, but Internet marketing is steadily taking over traditional marketing when it comes to marketing for software companies.


Why is digital marketing for software companies the best option, though? A digital marketing strategy for software development companies offers several competitive advantages that traditional channels can’t match, including:

It’s easy for interested customers to reach you

Advertising and direct mail allow you to deliver your message, but customers don’t have a way to respond unless they pick up the phone and call you. Online marketing allows consumers to ask questions, share their opinions, and even recommend your products to others. In other words, the task of driving the marketing conversation belongs to both of you — and it’s easier on the consumer.

Less hard sales, more education

Most traditional marketing campaigns focus explicitly on sales. The marketing materials show consumers a product, then ask them to buy it. On the Internet, sales and leads are driven less by hard sales techniques and more by the value of the education or entertainment provided by the marketer, which creates a better customer relationship.

The marketing cycle is faster

With traditional marketing, you could spend weeks implementing a campaign and another few weeks waiting for a purchase or call for a demo. In that same time, you could send several emails and post dozens of tweets—generating hundreds of sales and leads along the way.

Our digital marketing campaigns impact the metrics that improve your bottom line.

See More Results

WebFX has driven the following results for clients:

$3 billion

In client revenue

7.8 million

Leads for our clients

5.2 million

Client phone calls

3 benefits of digital marketing for software companies

It’s hard to imagine any business not benefiting from Internet marketing, but software companies in particular have the advantage of being able to complete the entire sales process online. Potential customers are already using the device they’ll need to use your product, so it makes sense to approach them there.


Here are some other benefits of digital marketing for software companies:

1. Better tracking

Unlike traditional marketing tactics, which may or may not be measurable, Internet marketing is easy to track and monitor. With the right analytics tools, you can find out specifics — like how many people found your blog on a tech site, how many people clicked the “Request a Demo” link you tweeted, and how many search engine users saw your PPC ad. With these detailed analytics, you can easily see which parts of your software marketing strategy are working, and which ones you can eliminate.

2. Better branding opportunities

Your primary focus with any marketing strategy for a software product is sales, but the Internet also allows you to provide information and education that resonates with potential customers and creates brand awareness. This creates an opportunity for you to position your company as a trusted source of guidance and information.

3. Sales and service combined

Your customers are using your product while on their laptops or mobile devices, either online or off. If they’re online, they may run into trouble while using it, but they can easily reach out to you via email or social media to get their issues solved — something they can’t do on traditional marketing channels.

Get started with these software marketing ideas today

We understand — sometimes you’re just too busy running your own business that you don’t have the time (or the expertise) to run an Internet marketing campaign for your software company. But that’s where we come in, helping you make these software marketing ideas a reality.

WebFX is a full-service digital marketing agency that offers strategies including, but not limited to SEOPPCemail marketing, and social media marketing.

If you’re looking to increase your software sales, Internet marketing is the way to go, and WebFX can help you create a custom campaign that will be the most beneficial to you.

Contact us to talk to a specialist about our online marketing services and to get a free proposal!