Every software starts with a great idea to serve a purpose. The software developer builds upon the concept until it becomes a minimum viable product (MVP). However, it does not end there. You’ll need to promote the software, so consumers are aware and willing to make a purchase. This is where content marketing comes in. I consider this as one of the most vital and straightforward methods of reaching your target audience.
Thus, when creating content for your software, you need to know your target audience. Is it a B2B or B2C? Knowing this helps you know the right content and channel to promote your software. Furthermore, in the face of growing competition in digital technology and software markets, your content marketing strategies need to be unique.
Here is how you can make your software available, using content marketing strategies that increase your conversion and return on investment rates.
Video content is engaging
If you want to show your potential customers how your software works, then creating a video is the way to go. It’s an excellent content marketing tool you can use to introduce solutions to customers’ challenges. Video marketing statistics show that people prefer to watch a two-three minute video than read a lengthy post in the same amount of time.
When creating content to market your software, try to make them engaging and fun. Customers generally think of tech as complicated, so avoid the cliché of creating a dry and overly technical video. So, when your video content is humorous or entertaining, it gets the audience’s attention and is more likely to go viral. Besides being funny, your content should be educational. You can educate the audience through solution-based tutorials, product demos, webinars on new industry trends, or “how-to” videos.
Client testimonials are invaluable
Another excellent content marketing example is making use of your existing customer reviews and testimonials. Imagine a potential customer buying your software based on other customers’ experiences with your brand. This is content marketing at its finest. Not only is this content marketing strategy cheap, but it is also very effective.
To gather your customer reviews and testimonials, you can ask them to drop their comment section or message you on social media. Via your website, ask them to rate your services using a very happy to a very sad emoticon or from 0-5. You can also use credible customer reviews sites, e.g., Google Reviews, Yelp, Amazon customer reviews. Remember that you need to have a brand that provides an excellent customer experience before implementing any customer testimonial program.
Email newsletters still work
When it comes to content marketing examples, email newsletters provide some of the best RIO. Creating newsletters for your software offers a channel to get your content across to your audience. It’s excellent for leads conversion, engaging existing and potential customers, and strengthening brand loyalty. Your newsletters should consist of written and visual content that provides vital information. It should also contain links to external sites and social handles where subscribers can access additional information.
Rather than focusing your newsletter on sales, try to focus on addressing customer pain points. Let them know how the software can solve a problem they need to be fixed. This way, your potential customer sees the value of your software more quickly. Keep your newsletter content fresh, using different campaigns for each segment of your target audience. You can also personalize the content to suit each customer segment. Use marketing automation tools to keep your email marketing strategies in sync with customer interaction with your software.
Tell great stories
Everyone loves a good story, including your potential software customers. Storytelling is an excellent way to break down a complex product like software. You can utilize visuals like pictures, infographics, animation, etc. using powerful and emotion-evoking content to let your audience know what your brand is all about. It could be about your brand journey or culture or how your software solves customer problems and impacts their lives.
An excellent story about your software should be compelling and easy to understand immediately. It should be void of all ambiguity, and it should contain specific and relatable examples. When telling a story, keep it short, concise, and end it with a call-to-action. Another storytelling trend is the use of social channels with features that help you tell your story fluidly. For example, there’re over 500 million active daily users on Instagram who use the Instagram stories function. Other social channels like Twitter, YouTube, and WhatsApp have added the story features
Utilize Influencer marketing
The use of influencer marketing works well when you want to increase your content level. Stats show that repurposing an influencer’s content will do 35 times better than when it comes from you. Because the influence has an existing customer base that trusts them, it is easier to expand your target audience. To get the best from influencer marketing, it helps to pick the right people to work with.
First, ensure that your brand values match the influencers’ values, and they are useful to your target audience. Then you reach out to them directly through an influencer company or influencer marketing tools. Once this is done, go ahead to agree clearly on incentives or fees for working with the influencer. For the content marketing strategy, you can decide to co-create or repost content. Just make sure that you frequently share, like, cross-promote, or comment on every posted content. This way, your reach expands, engagement increases, and you’re sure to get the most out of your investment.
Content is king, and it is a very cost-effective strategy to get your software available to your audience. However, it needs to be unique and targeted at the right audience. It will help you to get the proper engagements and increase conversions. Your content marketing strategies need to involve captivating visuals and stories that people can relate to.
You can also make use of email newsletters, influencers, and customer testimonials for a wider reach. Whatever content marketing strategy you choose to adopt should provide information and solutions to your audience’s challenges.