Originally Posted on Level343 SEO Articles Archive by Jigar Agrawal
Are you looking to enhance your market reach? Are you thinking about expanding your wings into the digital sky? You are certainly going in the right direction. Digital marketing is one of the most cost-effective ways to gain an edge over your competitors.
We all know the software business is facing tough competition worldwide. Every time a new product comes out, things for the competitors get quite daunting, as they need to present a much better product to stand tall in the market.
This can be done effectively with the help of digital marketing strategies. Here, you can benefit in terms of lead conversion and better returns.
Below, we have discussed some of the most effective digital marketing strategies for software companies to succeed.
Effective Digital Marketing Strategies for Software Companies
Here are seven of the most effective strategies to get ahead in the race.
1. Content Marketing
The first and most essential step in digital marketing is content. Providing all the necessary information to your audience is a must. For this, you need to work on materials like eBooks, infographics, blogging, and more. This will help you build a trustworthy brand.
More than 73% of B2B marketers consider content marketing to be the biggest player in the game of digital marketing. Content covering queries and pain points of the audience.
To make it more clear, below are some aspects you must cover while working on content strategies
- Content must provide software details in terms of releases, updates, and industry trends.
- Topics could range from ‘how-to’ guides, tutorials, and case studies.
- It must be distributed across all the digital channels owned. This includes websites, social media, and even press releases.
- Make sure to advertise it using search ads and display ad channels.
These aspects can lead to a lot of benefits. The consistent generation of valuable content boosts search rankings and social sharing.
2. Search Engine Optimization
Now, when the content is done, the second most important element of digital marketing is SEO, which is search engine optimization. This means ensuring your website is structured as per the latest search engine algorithms, which helps it crawl and move ahead in the rankings.
54.4% of the audience does not look beyond the top 3 rankings. So, you must focus on SEO services that design your online portal as per the latest search engine needs.
This can be done by covering the following aspects:
- Content optimized using relevant keywords
- Excellent user experience
- Internal linking and image optimization
- Backlinks and reviews
These aspects can help you have your website optimized to perfection and assist you in gaining more attention than competitors.
3. Pay-Per-Click Advertising
Another effective strategy on our list is PPC, which stands for pay-per-click advertising. It is one of the most effective steps to help you get closer to your potential leads.
This strategy is known for enhancing website traffic significantly. You can consider these strategies through Google and Bing ads. It helps you strategize your marketing in terms of location, interest, device, and other attributes.
When you prepare a PPC ad campaign, it comes with keyword research, bidding strategies, scheduling, and also conversion assessment. If you are thinking about what can work best for your PPC marketing, then take a look at the below pointers:
- Well-optimized landing pages
- Bidding optimization
- Case Studies of Improvement
These attributes can certainly work wonders and lead to PPC conversions.
82% of B2B companies use social media for marketing, according to Hootsuite reports. Software companies must expand their presence across major social networks like LinkedIn, Twitter, Facebook, Instagram, and YouTube to get the most out of them.
The goal is to nurture business relationships and engage target audiences. A mix of daily postings, user responses, shares, and retweets keeps brands top-of-mind.
Video marketing for software products like demos or ‘how-to’ guides has grown 300% in popularity as it attracts 3 times more social shares than images and text combined, helping exposure. Monitoring analytics helps refine social strategies.
Make sure to cover the following aspects while focusing on social media marketing:
- Maintain an optimized company profile on LinkedIn
- Post relevant industry updates, infographics, and educational content regularly
- Utilize Twitter chats and LinkedIn Live videos in real-time
- Leverage influencers’ endorsements
- Encourage engagement by answering questions promptly
5. Email Marketing
Email remains a tried-and-trusted digital marketing channel for B2B companies. Email list building requires thoughtfully crafted signup forms and call-to-action buttons across websites, landing pages, and campaigns.
Software companies should focus on welcome series, periodic newsletters, and personalized emails around launches, case studies, and events to build trust over time through relevant messages.
Automation tools empower easy management of email templates, subscriber profiles, campaigns, and analytics. Today, most B2B organizations have specified that email marketing produces qualified leads. Email open and click-through rates, averaging 17-28%, are considered highly effective.
Take a look at the aspects you must cover in email marketing:
- Develop an email list with opt-ins from the website, social media, events, and partnerships
- Craft periodic campaigns around software
- Personalize emails for different buyer personas and languages
- Test different template styles
- Deploy drip email campaigns
- Track and analyze open rates, click-throughs, and conversions
6. Lead Generation & Marketing Automation
Generating high-quality leads should be the main focus of digital strategies. Software companies can design nurturing workflows aligned with the buyer’s journey through each stage of awareness, consideration, and decision.
Tools like Hubspot, Marketo, and Pardot assist by segmenting contacts, tracking engagement, delivering staged content, and segmenting further based on behaviors.
Nurturing tactics may include eBooks, checklists, webinars, trials, etc. Today, most B2B marketers have implemented marketing automation software, as it helps qualify leads 4 times faster. Dynamic lead forms, CTAs on strategic pages, adhering to the standard landing page design tips and effective email captures are tried techniques.
Make sure to follow the below aspects while working on this strategy:
- Collect websites’ visitors’ information
- Segment contacts by role and behavior
- Trigger automated email sequences
- Personalize messaging per persona
- Score leads based on actions taken
- Route qualified leads to the sales team
7. Industry Conferences & Events
40% of B2B companies leverage tradeshows and conferences for marketing. Selecting in-person expos aligned with target industry verticals provides networking opportunities, thought leadership, and lead generation.
Software companies should invest in planning dedicated booth areas, speaking sessions, and demo areas with swag items to engage attendees and spark product interest.
Lead capture forms, branded giveaways, and staff training teams to follow up on potential sales. Most of the attendees are likely to purchase from sponsoring vendors post-event.
Post-show email nurturing and social sharing maximize ROI by keeping the conversation continuing online.
Final Thoughts
Hopefully, by now you are familiar with the most effective digital marketing strategies that can help your software company get ahead in the competition. These new-age approaches can be customized as per your audience and help you remain ahead in the long run.
To ensure that you have the right strategies in place, you must conduct regular A/B testing and analytics. It can optimize your campaigns and eventually help you realize how much more needs to be reinvested to achieve the said goals for digital marketing purposes.
If you are looking to make an impact in the online world, work on the above-mentioned strategies and feel the difference. Good luck!
