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Are you a B2B software company looking to implement an effective marketing strategy? B2B software marketing requires clear messaging and a targeted approach. Due to being such a broad field, it is crucial to have a strong strategy in place to effectively convey your message to the right audience. The following article outlines the important elements of B2B marketing for software companies and associated tactics to effectively reach potential customers. Keep reading to find out more…

B2B Content Marketing

As the saying goes, content is king – particularly when it comes to B2B marketing for software companies. Keep in mind, your customers will be looking for expert advice, logic and educational material, making content marketing the best way to meet this need.

So, what exactly does content marketing entail? Content marketing includes a range of different types of material your software company can use to promote your products/services to current and potential customers. Here are some of the key content types you should consider in your marketing strategy:

  • News Articles
  • Blog posts
  • Email Newsletters
  • Case studies
  • Testimonials
  • Social media
  • Infographics
  • Videos

Through the implementation of these content types, in alignment with your strategy, you will be able to create a strong brand and gain authority in your specific industry. Your goal might be to become the ‘go-to’ company within your field of expertise, in turn, assisting to build trust, increase leads and boost sales.

Keep in mind, it is crucial that you are not purely just pushing sales through your content. It will be tempting to show off that new software solution you just built. You must understand your consumer’s unmet needs to determine why they need this product in the first place.

At the end of the day, if your software company is providing a product/service to solve a problem then content marketing should be at the core of your marketing strategy. Clear and relevant content only makes it easier for customers to find your solution to their unmet needs.

**Side note: you will want to ensure that the type of content you are providing your customers with is in alignment with their stage in the buyer journey – see more on this here.

B2B Email Marketing Best Practices

Email marketing is one marketing channel that has remained reliable for a direct line of communication with customers for years. Although building and managing an email list can be time-consuming, the reward of communicating directly with potential and current customers heavily outweighs this cost.

Not to mention, segmenting your email campaigns for different stakeholders allows you to target your content specifically to different audiences. For example, in the world of B2B software purchase decisions, relevancy is a high conversion of leads. Think about it, not all of your audience will be well-versed with software literacy. Therefore, you’ll want to segment your campaigns for those who are and those who aren’t so that you can tailor your content and connect more effectively with different audiences.

Not only does email marketing allow you to segment your audience, results are easy to measure and can produce fast results.

Here are some of our tips when it comes to email marketing:

  • Write well-thought out subject lines to draw in reader attention
  • Make sure you are implementing well-designed emails to increase read rate
  • Don’t over-do the call to actions throughout your email – depending on the length sometimes its best to stick to one or two
  • As mentioned, always segment your emails to reach the most relevant audience
  • Cold emails may seem daunting but if you do them right they have the ability to gain new customers

B2B Social Media Marketing

Believe it or not, social media marketing isn’t just for B2C businesses targeting individual consumers. Social media marketing is still an important element of B2B marketing for software companies.

However, it can be a lot more difficult to connect with businesses due to a typically longer sales process. It’s important to note that B2B social media marketing may not produce the greatest number of leads for your software company – and that’s okay. It does however play a significant role at the beginning of the customer journey as social media:

  • Builds brand awareness
  • Creates an online personality for your brand
  • Humanises your business
  • Enhances your brand expertise

Again, while you socials may not convert as much as your content or email marketing, they play a vital role in attracting new and existing customers. We recommend taking a look at LinkedIn, Facebook, Twitter and Instagram.

Are you looking for guidance with your B2B marketing? Our team of experts are skilled in developing tailored strategies, content creation, email campaigns, social media, paid advertising, SEO and more. We’re here to help you build and navigate your business to growth – find out more here or simply submit any questions or enquiries you have below: