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Many startups fail to generate the right kind of audience and customers on the long-run.

I'm not saying that you would fall into the same zone. But at least know what are you in for and how can you come out of this zone?

Let's say you have a startup software company and you want to take it to the heights of success. Every entrepreneur wants that for their startup, don't they?

But statistics differ a lot. About 50% of startups fail to reach success and about 75% of startups, fail in giving back money to the investors.

Every startup software company claims to be their best in the service they provide and try to market their products. On the other side, they find it hard to get the marketing done right.

In this article, you will find the ideas and marketing strategies for startup software companies in detail. I assume you are looking for the same.

A successful marketing strategy for a startup would depend on the prospect of its audience and who would use the software. It isn't easy as it sounds. But it is not rocket science either.

One of the best marketing strategies for a software company involves a multi-platform approach that is backed by an experienced and talented team of marketing personnel.

Before we venture into the detail, let us start with the basics of software marketing.

What is Software Marketing?

The process of creating the market for any software leads to software marketing. In simple words, it is the path of marketing any software in the digital space for generating more sales and promotion of the software.

Every startup software company uses various methods and practices to utilise the marketing resources available in the digital market. The success of a business depends on the market it creates.

Marketing a software solution can be tricky. Finding the right marketing strategy for the software solution is a dire necessity.

How To Find The Best Marketing Strategy For Startup Software Company?

Every software has its own user goals and benefits. The target customers also are defined according to the software.

You cannot market software like other products. There are specific strategies that every startup software company needs to follow.

Every company wants to maximize its profit. Investing in the marketing of the product leads to an increase in profit.

Creating and implementing an effective marketing strategy for startup software companies is a real challenge.

Remember, investing in marketing is always a proven profit for software companies. Having said so, you must have a strategic marketing plan for your software.

To help your company stand out from the competitive startup software market, follow these proven marketing strategies.

There are seven rules before you devise a market strategy

⇒ Build Your Story Before You Show It

Every creation has a story behind it, and so does your software. Think of your startup and the software you are eyeing to market.

Software companies make the mistake of giving too many technical explanations in their communications before a customer understands the functioning of the software and what it does.

You need to create and tell a story explaining the idea of the software, functions, what it offers to its customers and the ways it has made businesses stand apart from the competitors.

Do not forget to pitch in your marketing efforts through this story.

⇒ Set Goals Before You Plan To Achieve

Before devising a marketing strategy, you need to set goals. Why? It is not possible to know success until there's a goal to achieve.

Setting goals are the methods to understand what you want from the marketing strategy.

Ask yourself, what is it that you are planning to achieve with the market strategy? Is it, increase in sales or to reach more target customers or is it a brand awareness marketing strategy?

It is easier for a startup software company to devise a marketing strategy based on the goals set.


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⇒ Find Your Buyer Persona Range

A startup needs to have a set of specific buyer persona range. This range would include all the desired customers and the ones that are likely to buy the software.

Every prospective buyer is a buyer persona. You need to find out the range before devising a marketing strategy. It helps in creating a better marketing strategy for the startup. Based on the buyer persona range, the marketing strategy helps in increasing the traffic to the sales funnel of the startup.

⇒ You Spend To Double The Gain

It is easy to accumulate a fair amount of sales without spending on marketing your software.

But it is not enough when you know your software is worth millions.

Marketing is a necessity for your startup, and spending on a marketing strategy that would reap a million and more for you is all that you need.

⇒ Create an Outstanding Website

To showcase your online presence, you need to have a website. A website acts as the ground zero for your marketing strategy. A creative yet simple website that showcases your products, services, unique selling properties, videos and client testimonials helps in giving steady and appropriate information regarding your startup and the software and products you want to sell.

⇒ Keep The Website SEO Friendly

You need to give efforts in making your website SEO friendly. It helps in bringing organic traffic to the website. Visitors that come through organic traffic are most likely your potential customers. Give them what they want.

⇒ Invest In Giving Information

You need to give information back to the visitors for making them spend more time on the website. The more time they spend, the more likely they become a buyer.

Investing in having better content like infographics, blogs, product videos, animated videos, client testimonials page and videos, and other pieces of information is a necessity.

You now know the seven rules and now let's dive into the strategies that you can apply for your startup.

Marketing Strategies For Startup Software Companies

⇒ Email Marketing Campaigns

Email marketing is one of the best marketing strategies for a startup. It helps in creating a database of potential customers as well turns potential customers into sales.

Having an email newsletter that provides information to potential customers is a good marketing strategy. A drip email sequence drives the sales lead to download content or giving trial software links helps. Offering something for free within an email attracts leads to your website.

A successful email campaign involves respecting the needs of the potential customers and not spam them.

⇒ Freemium Model Strategy

One of the profound marketing strategies involves the freemium model strategy. Offering a freemium model of your software with basic usability is a great way to attract potential customers.

With free access to basic features and giving options for the premium version helps in generating a large number of leads.

Every startup is keen on giving a freemium version of their software for creating user's interest in the software.

⇒ Content Videos

Information is the source for users to come to your website. Creating a unique productive video that not only gives information about the software but also provides valuable knowledge as to how it can help the potential customer is a great marketing strategy for startup software companies.

You can customize the video according to the best possible way. You can make an animated video that gives the information or a first-hand usability video that brings about a definite understanding as to how, when and what the software will help the user.

⇒ Client Testimonials

Ask your early customers to give you their feedback, and you can show them either through videos or on your webpage. Client testimonials build trust in the product and appear to be a successful marketing strategy.

Many startups use this as a resource to showcase the ability and praises of their product. Think of your startup and how you can come up with client testimonials for a flourishing marketing strategy.


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⇒ Tell Stories In Your Way

Tell the customers about how your product will be helpful to them in the best possible method. Tell them the crucial points of your product through any given medium.

A video is the best possible source to cater the story, to your customers but words are also enough as long as they mean the same and portray the vivid imagination of how the product will be a lifesaver for them.

⇒ Take Help Of Authentic Reviewers

Reviews are helpful to every company, be it a startup or a fortune 100 company. Reviews bring trust in the mind of potential customers.

Listing your product on review websites with authentic reviews will bring more sales to the table. Customers search review sites before even thinking of buying a product. Reviews portray the usability of the product and how good it can be for them.

Having authentic reviews helps startups generate more sales leads and more revenue.

⇒ Money-back Guarantee

Giving a guarantee brings in trust of the user to invest the product. Studies show, offering a money-back guarantee window to the users, increases the sale by 40%.

Offering a longer timeline for a guarantee period, allows users to use the product for more amount of time. The longer they get to use the product, the happier they become with it and the creator. Positive feedback is a must in most cases.

⇒ Advertising Is A Key Source

Advertising is a basic digital marketing technique. It helps to generate traffic to your website and acts as a source to increased revenue.

It increases the visibility of your product and company. It helps in creating brand awareness. For a startup, brand awareness is a dire necessity.

It brings a lot of attention to your website and product. Investing in PPC and display ads will get you a large number of sales. It is a proven method!

⇒ Blogs Generate Traffic

Have you ever heard of any established company or great startup flourishing without a blog? No, right?

Blogs are the easiest and the best possible method to generate traffic to your website. Informative blogs and creative ones, rich in keywords and SEO, gives you a headstart for the increased amount of traffic.

Publishing new blogs in regular intervals is critical for a startup's success and is a great marketing strategy for startup companies.

What other ideas do you have in mind or have used in building a successful marketing strategy for your startup software company? Let us know.

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