It’s pretty obvious we’re living in the multi-tasking age. From smartphones to smartwatches to smartglasses, we’re constantly being inundated with information while we work, play and even try to relax. To top it off, there’s so much information being thrown at consumers, often times it’s hard to get your software or technology product noticed. So that leaves us with one question: How do you market to an audience that doesn’t have the time (or attention span) to hear what you have to say?
The best thing to remember is to ‘Keep It Simple, Stupid’ (KISS). Insert kissing emoji here.
The good news is that software is in high demand and has a growth projection of 22 percent by 2020, so you’re already off to a good start. But you can't sell a product if potential customers are disinterested. The objective when marketing your brand should be to catch the reader’s eye. Here are five tips to keep in mind while marketing your software and technology company.
Einstein was onto something when he said, “If you can’t explain it simply, you don’t understand it well enough.” You have to sell your product while remembering that, for the most part, the people buying your product aren't going to share your same expertise.
So instead of trying for a hard sell, educate your audience. Take the time to explain why your technology has value by producing easy-to-comprehend pieces of information. It doesn’t take much for potential buyers to scroll past a post or click out of a website.
The solution? Give them content they can’t refuse. A video, a white paper or even a graphic can (and will) do wonders for your company.
When you use marketing techniques in the correct way, you’ll open up a whole new world of potential buyers. And when they start to recognize that you can help them in unexpected ways, you’ll see an excellent ROI.
At the risk of sounding cliché, most of the time a picture really can say it better than words. Competition is tough out there, especially on social media. Think about what makes you stop scrolling when you’re in your own newsfeed. It’s probably going to be bold colors or an image that makes you want to take a second look.
People remember 80 percent of what they see but only 20 percent of what they read. We live in a visual world, so make the most of it.
Take a look at Apple’s new campaign for the iPad Air 2:
The entire premise is based off the simplistic features of the iPad. We already understand the capabilities of this product, so instead of describing all of its advanced features, the ad captures the iPad at an unusual angle. The image is sexy; everything suddenly looks sleek, shiny and thin. What’s the point? Technology doesn’t have to be boring, images don’t have to be dull and your content doesn’t have to be extravagant.
The whole objective is that the engagement your content receives will convert into leads for your business. Overall, if you have something to say, see if you can find an image that can say it better.
Marketing is hard. Try not to make it harder on yourself. Create a brand and a voice for your company and stick with it. Make sure that voice reflects who you are as a company, though. If your team is laid back and full of laughs, don’t make your content sweet and fluffy. Let your personality shine through in the content you produce. Think of your customers as your friends, and then pitch your product like you would if you were selling to an old pal.
Microsoft, for example, is one of the most popular and highest-grossing technology companies in the world. Consumers know the brand uses increasingly advanced software and technology, but when marketing to the general public, we know the organization incorporates the idea of KISS.
The tactic is a little spicy, and you get a chuckle from the slightly aggressive sales tactic. Social marketing is a cocktail party; just write what feels conversational and natural.
Sometimes making a sale can be as simple as staying in touch. When a customer reaches out with a question or comment online, be certain to respond. And remember to respond kindly and promptly. This is particularly important for the software and technology industry since many sales are done through your website. Because of this, it can be easy to forget about checking if you have any recent comments or messages. But you would never dismiss or ignore a customer in person, so try not to do it online.
However, if you really can't deal with the matter in a short, concise way, whether it’s a question that demands a longer answer or just a grievance that needs to be addressed, make sure you provide contact information. When you give your customers a way to reach out, you’ll realize that sometimes all a person really needs is to know you heard and understood them.
Dell got it right when it hired a ‘Social Media and Community Professional’ devoted to responding to online requests. Representatives often solve customers’ problems through their Facebook comments section, and people have started to take notice. As a result, you see a lot of users posting product issues to their page. Although this could be seen as a negative, Dell responds to every single comment, which is pretty incredible given the size of the company.
A word of encouragement: If Dell can do it—you can, too.
If this sounds confusing, don’t worry. It’s not. The point is to take advantage of your employees and "promote from within." When you post a blog, encourage your team to share it on their personal social pages. Check to see if everyone is following your company’s account, and then ask employees to invite their personal contacts to follow your business.
You’ll notice at the top of every Brand & Capture blog post there are four buttons to help users share on LinkedIn, Facebook, Google+ and Twitter. Make sharing simple for everyone by providing easy-to-click buttons on your content. You never know when a friend of a friend is going to need your product.
Plus, you’re awesome, right? So everyone who’s invited to check out your page should be excited and intrigued by everything you have to offer.
When it comes to marketing for software and technology, captivate your audience with personality and useful content. It won’t be long before people take notice of your strong brand and you start to build healthy, ongoing relationships with current and potential customers.
Amanda Powell is an Austin-based freelance content and social media marketer. She’s passionate about helping businesses find their voice online and enjoys talking strategy with fellow marketing gurus. Follow her at: @AmandaLydia
