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Releasing a high-end product is not enough. Businesses need to promote their businesses and build brand awareness among their audiences to stay ahead and drive prospect acquisition. By optimizing the sales funnel and personalizing the customer journey, your software company can gain and retain more customers to stay ahead of the competition.
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With that said, here are five of the best marketing tactics to promote your software solution.
Take advantage of the most profitable channel
Some have dared to say that email is a thing of the past. But the results of this channel show that the email is going nowhere.
According to Sendinblue, one of the world’s leading email marketing platforms, the channel brings the highest ROI and, with the right strategy, may be the most powerful tactic in your marketing toolkit. The company’s latest email marketing ebook dedicated to the software industry reveals that this is especially the case for SaaS and digital solutions. With an average email open rate of nearly 27% in the industry, when it comes to exploring new software solutions, customers value the information they get through email.
Use an agile approach in your marketing
As a software publisher, chances are you’ve used an agile approach when developing your products and solutions. Your marketing strategy shouldn’t be any different.
Focus on quick iterations on large campaigns that take too much time in terms of both planning and execution. The idea is to develop, publish and test campaigns in a few months, collect data for analysis, and then adapt accordingly to improve results. This will help your marketing team keep up with the fast pace of the SaaS industry, where new features and developments are constantly released.
Automate as much as possible
It is impossible for a trader to do everything himself. This is where technology becomes your best ally: simply outsource different tasks to software that does the heavy lifting for you.
Consider investing in a sophisticated automation tool that can efficiently perform all of your marketing tasks and accelerate your growth. With automation, you can leverage your website data and use events to trigger automated scenarios. The possibilities are limitless. Depending on your product or application, you can create as many scenarios as you need to improve the customer experience throughout the customer journey.
Focus on high quality lead generation tactics
A constant flow of quality leads means increased sales opportunities for your software business. The more relevant information you get from potential customers, the more you can segment your audience and personalize content to drive conversions.
Offer creative and valuable resources to attract leads, such as original research and reports that build your authority in your niche. You can also take advantage of your network to create and co-host events to connect and expand your audience.
Strengthen your retention strategy
No business could survive without loyal customers and the software industry is no exception.
Since it costs between 5 and 25 times more to acquire a new customer than it does to keep one, you should follow best practices to ensure that newly converted prospects stay loyal to your business.
When it comes to building customer loyalty, in addition to an optimal user experience, education should be a cornerstone of your strategy. In this way, you will help clients achieve their goals and eliminate their weak points. Educating your customers can be a big concept and take many forms. But if you strategically distill informative content throughout the customer lifecycle, you’ll find plenty of opportunities to deliver value.
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