Marketing Your Business Online

How to Market Your Software and Be Helpful to Potential (and Current) Customers

Posted by Patrick Hopkins on Wed, Nov 14, 2012

software marketing1Your software is designed to solve problems for your customers—or at least it should be. Even games are designed to solve the problem, “I am bored—what can I do with my time?” 

But here’s the biggest lesson that you’ll ever learn in software marketing: When your prospects solve problems, you make a friend and gain trust. People will be more willing—even eager—to buy from you. Here’s how to do just that for your software company. 

Provide Problem-Solving Blog Posts for Potential Customers 

Naturally, if it takes software to solve your prospect’s problems, then you can't solve everything with a few blog posts. But that's fine. Most software providers can still give plenty of help that won't take the place of their software. 

If you are selling anti-virus software, for example, you can tell users how to get rid of certain threats manually. Be sure, of course, to warn them that trying to fix on the coding level could make their problems worse!  

If you're selling management software, you can always give management tips—especially about pressing problems that management tends to have with employees—and still make your software valuable. You will actually add value to your software by helping people who have never bought your software find solutions. In fact, it makes them much more likely to buy! 

Make Your Blog Posts Easy to Read with Formatting and Appropriate Language 

Make things as simple as possible, but not simpler.” -Albert Einstein 

This doesn't mean to write short posts all the time. In fact, in the interest of being helpful, you'll often need to write longer posts. Just remember that “long” shouldn't equal “difficult”. 

Keep your language as simple as possible, without talking down to your readership. In other words, as simple as it is appropriate for your topic. Your goal is to become their relied upon resource – not a site that talks down to them about a problem.  

Most of the time, your prospects may not be aware of what may seem like the most basic things to you. It's okay to spell things out simply. Don't take for granted that they know everything that you know! 

Another important way to be easy to read is to make your content scan-able. You may already know that this means to use shorter paragraphs and even shorter sentences. But it also means to include at least two or three bold-print subheadlines, bullet points, and other “landmarks”. 

Subheaders and bullets help keep your readers from getting visual fatigue. They also provide markers so that readers who are in a hurry can easily identify what your article is about and identify the precise information they need to know.  

Be Consistent with Your Blog Posts 

If you blog, do your best to blog consistently. This doesn't mean you have to schedule your blog posts to appear exactly 9:33 AM, every other day (although that won't hurt anything). It does mean that readers need to be able to depend on you to post new content on a reliable basis. 

Only you know whether it's best for your business to post every day, every other day, or every week. The important thing is to do it consistently. Creating a blog content marketing plan that outlines when and how you’ll post will help simplify things significantly. 

Blogging for your software company isn’t an overnight sales technique – but it does lay the foundation for increased sales in the near future. Create a plan, focus on what your audience wants to know and format your posts correctly to see the best results.

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Topics: blogging for software company, software marketing, software blogging

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