With the evolution of internet, the digital marketing domain is acquiring more and more importance. Over 80% of people use the internet to find products and services before they make an actual purchase. This just goes on to reiterate how significant your company’s online presence is.
According to a 2017 Fronetics survey, 62% of B2B buyers relied on the internet as a core resource when searching for new business solutions. It means a good digital marketing strategy is extremely crucial because it links your clients to your offerings through the right channels like social media, blogs, your websites and mobile communication. So then, are you taking enough efforts to put your products and brand out there? If you aren’t, you better know that your competitors most definitely are!
In this post, we highlight 7 very effective digital marketing strategies that you must adopt if you are a software company and want to maximize your online presence:
Invest in SEO once you set the right goals
The first step is to decide what you want to accomplish and set realistic goals. You will have to make a note of whether you want to attract more customers, increase brand awareness or promote a new product. Then it’s about opting for the perfect SEO to create pages that attract maximum traffic and perform as a refined sales process. SEO has to focus efforts on pursuits that will generate the greatest gains. A key step in SEO is getting a first page ranking on search engine results via keywords that your customers are using to find solutions like yours.
Spend on paid advertising, earn in return
As per a 2016 Google report, 28% of online searches convert into a sale. It means Digital Marketing is the new trend for attracting mass consumers. So do not hesitate to spend on paid advertising. It is now the second best performing lead generation channel for most software businesses. People use Google to look for things they wish to buy and paid ads put your pages at the top of search results. You have the option of exploring an array of social media channels for this including LinkedIn, Facebook, Twitter, YouTube etc.
Contribute to guest blogs and other online communities
Guest blogging is a great way to create content for other websites that are already receiving huge volumes of traffic. You can choose topics that you bear expertise in and provide opinion-based content. This way you can increase your company’s exposure and demonstrate professional knowledge and skills in your industry. You can also regularly contribute content to different groups on social media platforms like LinkedIn or Facebook.
Generate tutorials and guides
Focusing on creating and distributing problem-solving content such as “How to” tutorials is a great digital marketing strategy. You can also generate Best practices guides. Every business aims to stand out from the crowd and beat the competition which is why companies invest in a new software product. When you try to position your brand as the answer to concerns, you will see more signups. Such helpful content is good for exposure and awareness while also enabling you to collect email addresses of leads. Email marketing is another way to develop deeper connections with your customers.
Go for a strong website
Your website is the face of your company and is the perfect tool to showcase your business, USPs, videos and client testimonials. It is often the first point of contact for potential clients and people generally visit websites for information regarding your company and offerings. You will have to improve the speed of your website, make it mobile friendly and post relevant content. You will also have to provide the correct kind of filters like pricing pages. Websites have a lot to do with the corporate brand, user experience, web design and other marketing techniques tailored for conversion rate optimization.
Build impactful reviews
Websites with a good number of user reviews are often found to be ranked on the first page of Google. For this, you can solicit independent third-party review sites while working on your own to increase the level of reviews you gain from users. These sites provide good exposure and increase the credibility of your offering. You can use your content marketing channels to build reviews from real customers and utilise your social media platforms to gain reviews as well.
With so much competition around, it is very important to stand out from the pack. Simply providing content to customers, industry influencers and practitioners is not enough anymore. You will have to find a way to present it creatively. In the software development industry, videos are a great way to do so. The reason why videos are preferred these days is because they are visually appealing and make the information easily digestible.
If you want to create a place for yourself in the highly competitive world, you will have to make sure you have a strong digital marketing plan. This will help you work out ways in which your company stays in the limelight. It is now more important than ever for software companies to up the ante on their digital efforts.
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing