Marketing Strategies for Software Development Companies

Attracting target audiences effectively is becoming tougher and tougher when it comes to B2B businesses and the software development industry is not an exception. 

Sometimes, I even have some trouble explaining to my co-workers (all of them software engineers) what I actually do, and the truth is that I spend most of my time working on a strategy that might result in projects for them to work on. 

Today, we share 5 marketing strategies for software development companies that will help you buff up your own strategy: 

Create Useful and Engaging Contentz

See this blog post you’re currently reading? Exactly! Share content that will catch the eye, whether it is more technical, promotional or straight up advisory. 

We’re fans of sharing our team’s insights on several topics, from their opinion on new toolkits, programming languages and tech announcements, to their insight on company culture and their own hobbies and interests. This will be suitable to get the attention of other developers, tech enthusiasts and even future hires. 

The purpose of the content is to inform, provide insights and bring new ideas and debates to the table. Apart from company news and accomplishments, these types of blog entries and social media posts will allow companies to define their brand and grow interest in potential leads’ hearts. 

Don’t Forget About Your Social Media Strategy

You simply can’t avoid it, you have to work on your social media strategy even as a software development company. There are different social media channels, each of them with their pros and cons, but most businesses strive to be active on as many channels as possible – however, this doesn’t mean you should be on every social media platform that exists. As a B2B company, you must pay attention to your target audience and analyse which platforms receive most of their attention. 

Linkedin is a good starting point as it is business-oriented and opens a quite impressive door to connect with other professionals. Besides, it has been proven that Linkedin generates the highest lead conversion rate compared to Twitter and Facebook. 

Your Website Is Your Business Card

Your website works as a business card: companies will be able to get conversions if they have a proper place where clients can learn about the business.

When it comes to software development companies, a user friendly and responsive website is imperative or else, everyone will question the team’s capabilities. 

There’s always something that can be improved and we highly recommend you invest in SEO (Search Engine Optimization) while updating and polishing your website. Organic visitors can quickly turn into leads or do referral work for you, so it’s extremely important that you work on your SEO strategy to make sure your website can be easily found and your content shows up with the right keywords. 

It might be tricky, but your marketing team can use a panoply of tools to help them comb through the website and blog content and make it as SEO optimized as possible. 

B2B Marketing Strategies Are All About Educating Clients

Back to content: creating problem-solving material and best practices is a clever way to differentiate your company from the competition. First of all, B2B marketing strategies rely a lot on educational content and show how proactive and devoted your company is when it comes to offer solutions and solve prospects’ problems and end hiccups. 

You can take advantage of email marketing tools to do so: try sending an email to a segmented database where you go over a common software development problem and present them with potential solutions. 

Keep Researching

All of your marketing strategy decisions need to be well fundamented, whether we’re talking about segmentation and targeting, or content creation. Take your time to do your research and always keep looking for new insights and studies. 

Study your competition to see what they’re up to, follow good practices from successful cases and keep up with the market situation. 

As we were able to witness, a lot can change in a few months, new trends and needs surface and the way we communicate has to be flexible and adaptable without sacrificing the company’s core values and goals.

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