There is a lot of content out in the cyber sphere to help
small business owners and entrepreneurs develop and implement their marketing
strategy. We’ve written a lot about that
too. But, it is important to note that
global companies benefit from a strategic and concise marketing plan as
well.
More often than not, national and
international companies have large teams dedicated to the entire marketing
spectrum. But, it’s tough to manage such
a large team, hold them accountable and obtain the KPIs needed to determine if
the ROI is positive or not.
It’s also tough to determine the starting point.
Let’s take a global software company as an example. A strong marketing strategy for this industry
isn’t as easy as it may sound. Tech
marketers have to clearly convey the complexities of their products and
services, while fighting for a spot among a market flooded with new
technologies. To stand out, you need to take your brand’s marketing strategy to
the next level.
Developing a Quality Marketing Strategy for Software
Companies
It isn’t enough to get a few placements in a trade
publication or invest in a few Google Ad Words to achieve maximum brand
exposure. A good marketing strategy for software companies requires a
multi-platform approach backed by an experienced, talented team that can turn
the spotlight toward your company and products.
- Tell
your brand’s unique, personal story. Many tech companies make the
mistake of giving in to overly technical jargon in their communications.
While you need to explain exactly what your software offers, don’t forget
to personalize your marketing efforts. Tell the story of how your software
has changed businesses for the better. Also, weigh in on broader
conversations in your industry to establish yourself as a thought leader. What is the problem you are solving and
what do customers have to say about it?
- Understand
who is buying your product. When it comes to software, the buyer
journey isn’t always obvious (especially for B2B companies) because the
user isn’t necessarily the one making purchasing decisions. A marketing strategy
for software companies might target buyers, users, purchase influencers
and even the C-suite. You need to develop thorough, accurate buyer
personas that guide your web design and digital marketing process to
ensure you’re reaching the people who actually make buying decisions.
Decision makers receive a lot of proposals and pitches – make sure yours
speaks to their needs and include the differentiator.
- Invest in social media for the long run. It’s easy to build a Facebook page, but it’s harder to master the platform. You need to commit to investing time and money in your social strategy. While many companies quickly dole out social media responsibilities to part-time interns, use an experienced, talented communicator that can effectively represent your brand. More often than not, you get what you pay for. Understand where your target audience is getting their information and invest in those platforms accordingly.
- Employ
a steady, consistent SEO strategy. Like social media, SEO is not
necessarily a quick and easy endeavor. A robust online presence comes
gradually. Don’t abandon your SEO efforts if you don’t see immediate
effects. To get real results, you need consistent keyword research and
shareable content that will cement your website as an information hub and
boost rankings on search engines. Again, what is the problem your product
or service addresses? What are your
prospective clients searching for?
Do you have the right terms embedded in the content throughout your
website, marketing collateral and other platforms?
If you work for a software company or other technical company,
make sure you employ the right team to translate and properly promote your
services. The landscape for your
industry is quite competitive, so you have to be smart in how you define,
promote and sell your products.
If you
don’t have the budget of a Fortune 500 company, but do compete with them,
contact the team at SK Consulting. Our dedicated team helps maximize your exposure
while minimizing your cost. From concept
to creation to implementation – we’re there for you every step of the way!
