Social Media Marketing Strategy for Software Product

by David Jones Digital Marketor

According to Michael Gerber’s book ‘The E-Myth’ (“Entrepreneurial Myth”) If you’re good at something it doesn’t mean you’re good at everything. If you’re going to run a business, you need to be strong in accounting, finance, operations, and really really good at marketing.

Software executive chairman Tony Zingale believes software companies must grow rapidly to survive, and having a clear understanding of market opportunity is the key to that growth. According to him, a company’s sales and marketing efforts cannot afford to be anything but stellar. So how does it rotate?

· How do you get your SaaS (software-as-a-service) in front of consumers and decision makers?

· How can you increase your chances of selling online?

We already know the answer. Yes! This can only be done through social media marketing. In today’s digital economy, any business’s social media marketing is essential for existence and elementary for thriving! And it will be no different for 2020 and beyond. The purpose of social media marketing is not to sell, but to inform more people about your brand.

According to research from the BSA Foundation, the software generated $ 1.4 trillion in the United States in 2016, with an additional $ 70 billion from the previous year. This growth cannot be achieved in the absence of strategic social media marketing plans.

According to a Fronetics survey in 2017, 62% of B2B consumers rely on the internet as a central resource when looking for new business solutions. A solid digital marketing plan connects your clients to your offer through social media channels, blogs, websites, webinars, conferences, and mobile communications.

Are you actively doing all this to get your software service in front of decision makers and consumers? If not, be sure of your competitors!

Put Time and Effort into Content Marketing

"Content builds relationships, relationships foster trust. Trust delivers revenue"- Andrew Davis- author of bestselling price and one of the most influential marketers in the world.

All social media marketing strategies are content centered. A solid content strategy can help software businesses build trust with potential buyers, drive more leads, and help convert leads. Far from the traditional sales pitch, content marketing allows you to build context around your product and services. Effective content marketing allows your product to be presented as more than just a sales pitch, it involves the problem faced by the target audience, the effective solution provided and most importantly the brand behind it all.

Tip: A software technology company can satisfy the people they sell to, through powerful and emotional content.

Provide relevant content

A B2B buying cycle involves about 12-18 months. During this time, give your customers time and relevant content to learn more about your company and its solutions. Focus on delivering real value. To do this share a couple of secrets to get new customers in this crowded market. Like, what tools are you using, how is your software and solutions better than others on the market, what secret tactics are you doing, and what are your future plans? Answering all of this through your smart content creation and curating can balloon you to the competition and also boost the confidence of your prospect.

Provide a personalized and centralized content experience

Focus on offering personalized content to create custom experiences for audiences who aim to produce specific business outcomes. Outcomes may include taking leads, marking leads, or engaging people with a contextual call to action. Also, individual pieces of content should come together in a centralized digital experience connected to your brand. For example, having a ‘Resources’ page on your website will take your audience somewhere, and they will find the stories and information that are most useful to them.

Below are some types of content in the form of a graph and based on popularity (according to a Brafton research report), you might consider creating something similar for your B2B software company to maintain interest your audience and fall into your service.

B2B software companies typically offer complex products in a functional space - and they need content marketing strategies to reflect that.