7 Outstanding Digital Marketing Tactics for Software Companies

1. Create a Software Comparison Guide

If your software offers some features and benefits that the competition doesn't, consider creating a comparison guide on your website to highlight what your software provides that the competition doesn't. You should also optimize your new page for relevant keywords, which could include some of your competitors' branded search terms. This is a great way to capture some of your competitors' branded search traffic and an opportunity to highlight to visitors the advantages your software offers over theirs.

A word of caution regarding comparison guides is try not to be overly biased toward your software solution in your review. An extremely biased opinion will quickly turn visitors away. Instead, focus on offering a thorough and balanced assessment of the various software solutions users have to choose from and the key features each one offers.

2. Capitalize on Trending Topics

While writing evergreen content should always be an integral part of your content strategy, producing content related to trending topics such as the latest news can present some valuable opportunities you can capitalize on. If the page content is well optimized for search, you can of course drive a lot of new traffic to your website and also benefit from these other important advantages of trending topics.

• Publishing content on trending industry news will make your software company look more credible, and you will likely be seen as a thought leader.
• Trending topics often get more shares on social media, leading to increased exposure and higher user engagement for your software company.
• There is a higher likelihood of ranking well in search engines for a trending topic if competitors have not produced content on that topic yet.
• A few popular tools to discover trending topics in your niche include Google Trends, BuzzSumo, Reddit, Feedly, Treendly, and Twitter Trends.

3. Target a Very Specific Audience

A common mistake software companies make is targeting a very broad group of people in their digital marketing initiatives. With better targeting, software companies can generate higher-quality leads at a lower cost. Companies that target a specific audience can create a laser-focused message that hits on the specific pain points of their target audience.

The message can help resolve their specific audience's most important questions and concerns. A laser-focused message will generate more interest and engagement with users than a watered-down message for the masses.

Targeting a specific audience will also allow your software company to become a big fish in a small pond. It will enable you to build brand recognition faster and help you dominate a category in a way that would not be possible with mass marketing.

4. Be More Active on LinkedIn

LinkedIn is a great platform to connect with people, attract new customers, improve brand recognition, and drive traffic to your company website, so it's important to be very active on this social media platform. Here are a few tips for getting more out of LinkedIn.

• Use the advanced search feature in LinkedIn Sales Navigator to search for new potential customers.
• Join LinkedIn Groups that are relevant to your industry and target audience.
• Initiate meaningful discussions in LinkedIn Groups.
• Send personalized connection requests.
• Post valuable content and make meaningful comments on other people's posts.
• Follow your prospects' company pages to stay informed on their latest company news.
• Ask for introductions to prospective customers from your current connections.
• Ask current customers to recommend you on LinkedIn.

5. Share a Video to Introduce Yourself Through Email

Studies show that videos in emails can increase click-through rates by as much as 65% and also increase the reply rate by as much as 26%. Videos are also a great way to create a human connection with prospective customers. A quick video introducing yourself and your software company can boost your credibility and help the recipient perceive you as friendly and likable, which will undoubtedly be helpful as you try to convert them into paying customers.

A video will also help you stand out in the sea of emails your prospects receive daily. Sharing one great video with prospects can be more effective than running an entire email drip campaign that only includes text and images.

Remember to keep your videos short and to the point. Studies show that 33% of viewers stop watching a video after 30 seconds, and 45% stop watching after one minute, so don't ramble on needlessly. Get to the point and add some value by including helpful tips and advice in your video.

6. Leverage Tech Influencers

Consider partnering with individuals with a large following and credibility among prospects you want to reach. Come up with creative ways these influencers can market and promote your software to their audiences. This promotion can come in the form of content such as photos, videos, and reviews that influencers share on their social channels.

Effective influencer marketing campaigns can extend your brand's reach and quickly build the trust that prospects rely on when making a purchase decision. Influencers have a way of connecting with audiences on a level that brands only wish they could, and they can quickly sway the opinion of their followers regarding your software since they have already gained the trust of their followers.

To discover opportunities for tech influencer marketing, you can use your marketing team to browse social media and find influencers with an audience interested in your software. Contact social media influencers and collaborate with them to promote your software product, and work out a win-win arrangement with them. If your software is excellent, an influencer might share it without charge, but usually you'll need to offer some form of payment.

Some tools to help you identify and manage influencer marketing initiatives include Upfluence, TapInfluence, HypeAuditor, and Post For Rent.

7. Invest in SEO

Search Engine Optimization (SEO) is likely the most critical component of a successful digital marketing strategy for most software companies today. When done correctly, SEO can lead to a higher ROI than any other marketing you can do. However, finding a talented and reputable SEO company that can help you with your SEO efforts to achieve the best results is critical.

If you offer a B2B software solution, SEO is even more vital to your online success with a reported 89% of B2B researchers using internet search to explore software options before making a purchase, according to Google. If your software company isn't found in these online searches, it will be nearly impossible for your company to grow and succeed online.

Research shows SEO generates an average ROI of 702% for B2B SaaS companies with an excepted breakeven point of just seven months. SEO produces a much higher ROI than other marketing strategies because it is one of the few marketing strategies you can implement that will continue to deliver a return even after your initial investment has ended. Revenue from paid digital marketing, on the other hand, tends to dry up almost immediately after you stop running ads.

SEO leads also convert at a higher rate than outbound leads, such as direct mail and radio/TV ads. In fact, research by HubSpot reports that SEO leads have a 14.6% close rate compared to a 1.7% close rate from outbound leads.