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The Ultimate Digital Product Marketing Plan for Software Developers


81% of shoppers do research online before making their purchase. Even in the B2B world, having your company displayed online properly is important.

As a software developer, you may not have special knowledge in the marketing field, but you have to get the word about your product into the market. Without a product marketing plan, your brilliant product may stay on the shelf for years to come.

Continue reading this article to learn how to put your digital marketing plan together to get your software the attention it deserves.

Putting Your Product Marketing Plan into Play

Before you begin marketing your software product, you need to decide on your goal. Having a specific goal will help as you create your plan. You might have a goal to bring in a certain amount of revenue or to sell a specific number of units. Whatever your goal is, it will help you make all of your future decisions.

Passing fads won’t distract you when you know your true goal. Instead of paying attention to fads, you’ll notice real business trends you can capitalize on instead.

Who Needs Your Product Most?

Before creating any marketing material, you need to know who needs your product most. In the marketing world, this is called creating your customer persona.

Taking the time to nail down your customer persona will make your marketing efforts more effective. By knowing the demographics, psychographics, and behavior of your best customer, you can create compelling messaging that will get their attention.

Is Your Product Truly Ready to Hit the Market?

Before you hit the go button on your digital marketing strategy, you need to make sure your software is ready to go. Companies like CAST Highlight help you make sure your software is operating properly and identify any risks you may face.

Do You Have a Budget Set Aside for Ad Spend?

If you don’t have a budget set aside for ad spend, you need to remember that many platforms are pay to play. If you have a Facebook page with thousands of fans, you might think you’re going to reach a lot of people. The sad fact is only about 2% of your Facebook fans will see your posts without spending money to promote them.

Determine Which Social Networks You Will Use

There are many social media networks available for you to use, but as a B2B company, some networks make more sense than others. Most people on Facebook aren’t actively looking for a business solution. On the other hand, if you are on LinkedIn, you may find high-quality leads while networking even if you aren’t actively searching for them.

You have to decide how many resources you have to allocate to social media. If you don’t have a lot of resources, it is a good idea to start slow and scale up as you can.

Be Active in Industry Forums and Communities

To get more attention for your company, you should be active in industry forums and communities. Offer your help where you can and build your authority in the niche. Many forums allow you to have links to your website in the forum signature.

Industry communities may be on LinkedIn, Facebook or have their own website. Finding a couple of high traffic forums and communities you can contribute to is the best use of time when you get started. You may choose to add others as you get the swing of things but don’t get into too much, or you’ll be overwhelmed.

Make Education Your Friend

Another way to build your brand as an authority is through educational resources. You only need a couple of great content pieces to set yourself apart in your industry. If no one else is doing educational marketing in your industry, you will really be head and shoulders above the rest.

Invest Time & Money in Creating an Amazing Website

When you are a software company, you can’t have a bad website. Your customers will take one look at your site and run the other direction. Even if you know how to create your website, there is much more to creating an amazing website than writing code.

Focus on user experience when you are working on your website. You need to make sure your website is easy to navigate, and the content is simple enough for the average person to understand. Even if your software is complicated, you need to find a way to explain it simply.

Your site’s speed is another part of your website you need to focus on since this affects your user’s experience and also affects your search engine rankings.

SEO as a Long-Term Strategy

If you’ve been considering using SEO as a part of your digital marketing strategy, you should know you need patience. SEO isn’t an overnight process. Many things go into SEO, and you can’t be 100% sure how long it will take before you notice results.

Since SEO depends a lot on what happens in the search engines, what other people do with their marketing efforts and other technical matters, you should plan on pairing SEO with short-term strategies.

One of the things you need to do for SEO is to make sure your site is indexed. If your site isn’t indexed properly in the search engines, you won’t be able to rank. You should check to ensure there isn’t a noindex command on your site or any of the important pages.

Create an XML sitemap for your website and submit it in the Google Search Console to allow for maximum indexing. You can see in the Google Search Console whether all of the pages on your sitemap have been indexed or not.

Increase Your Digital Marketing Knowledge

We love sharing information about how to build a product marketing plan, but we have much more to share. Check out one of our most popular articles on SEO and what it means to digital marketing to continue the learning process.