John Terra
John Terra 10 December 2015

Marketing New Software

Congratulations on creating the next killer app. Here's how to let the whole world know about your wonderful new software.

So you’ve just rolled out a new software product. Congratulations! Maybe it’s a convenient new utility for laptops, or perhaps it’s a killer app for the vast audience of mobile device users out there. Whatever form it takes, you’re proud of your new software project, and you’d be even prouder if it generated some kicking sales!

The problem is, as you put the finishing touches on your pride and joy, a few hundred other people did the same with their offerings. You need to stand out from the crowd. You need marketing. You need to read on, and see what you can do to get that edge!

Marketing software the right way generates enthusiasm

Get To Know Your Customers The article "Expert Interview Series: Sara Faatz About Advertising and Publishing Solutions for Apps" advises software publishers to get to know their target audience. You should be aware of their likes, their interests, and, most importantly, their need since the raison d’etre for any product or service is to meet a need.

That means doing surveys, encouraging customer feedback, and listening to whatever experiences your sales staff has had in dealing with clients. Any good comedian knows that the key to getting laughs from a joke is to know your audience. Marketing your app is no joke, but the principle remains the same.

Use Old-School Methods! Yes, that may seem kind of counter-intuitive in today’s modern electronic environment, but there’s always room for a little of the Old Ways. Consider writing up a press release, for instance. If your company has a newsletter, consider doing a bit on the software release. Make sure that the right periodicals get copies. Of course, you can also post electronic versions of the above on your blog, company website, social media page, and whatever other outlets you have access to.

Market Through Affiliates If you choose this option, you let a third party promote and sell your software via their website, and they get a commission. Granted, you’re getting a slightly smaller cut than if you tried selling it on your own, but since they get paid by results, there’s incentive for them to aggressively push your product. Hey, sometimes you have to spend money to make money, right?

Consider Beta-Testing Put together a bare-bones version of your software, and open it to beta testing. Not only will you get lots of feedback (and some of it may actually be useful), it also helps to spread advance word about your software. So, in essence you’re killing two birds with one stone: testing and advertising!

Back It Up With Support A lot of places say that they stand behind their product. Prove it by offering 24/7 support, and a series of convenient means of contacting your company. That means including your email address, phone number, maybe even social media contact, somewhere on your site where it’s easy to find. Companies that don’t provide a means of contact in the event something goes wrong end up sending the wrong message to consumers.

Free, For A Limited Time! Finally, consider offering the software free for a limited trial period, for a few weeks, or at the most, 30 days. It shows the consumer that your product works and does what it’s supposed to, all without the user having to risk anything.

The above suggestions will help anyone get a good start on software and app marketing. Speaking of marketing and apps, check out this "Top Mobile Apps For Marketers" infographic for some cool insights.


Read More About Apps

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