our philosophy

This version of our philosophy is from before October 2008. Please click here for our current philosophy.

Over the past 14 years, we've done marketing for many small software companies. We've tried a lot of things that worked; we've tried a lot of things that haven't.

We've come to the conclusion that small software companies can't run marketing the same way larger companies do. It just doesn't work. But there are lots of things that small software companies can and should do, and plenty of tricks to doing those things cost-effectively and successfully.

With the caveat that every software company's situation is a little different, here is what we are recommending now:

1. Pay-per-click advertisements

Search engine marketing is critical. This is the one place where people raise their hand and say "Yes, I'm looking for a solution." You can reach prospects at any stage of the buying cycle, and you only pay when they click. If you have just a couple hundred dollars a month to spend on marketing, spend it on pay-per-click advertisements.

2. Public relations

If you have a little more money to spend, invest it in public relations. PR is one of the least expensive marketing techniques, and it does more for your credibility than any other strategy.

But you can waste a lot of money doing PR the wrong way. Small software companies find it hard to get the attention of editors; you can't take the same approach the larger companies do.

So carefully choose your targets (not just magazines, but also e-mail newsletters, websites, radio or TV if appropriate, and blogs) and focus on these areas:

• Case studies with quantifiable results

• Educational articles you've written (or we've written for you)

• New product announcements

• Annual round-ups

• Stories already on the editorial calendar

• News hooks to current events
   

3. Nurture program

Direct mail is powerful. And it doesn't have to be expensive. We recommend developing a target list of 100-200 people who are important to you:

• Prospects who are already in your sales cycle

• People who you would like to be prospects

• Partners

• Potential partners

• Influencers

You mail them something every month: a case study, an educational article, an offer for a white paper, a press release, a letter with a special offer, or a postcard.

The repetition makes an impact. Before long, they feel they are hearing about you all the time.

We call this a nurture program. It's easy to do, and it works.

4. Search engine optimization

Even if you are running pay-per-click advertisements, you want to invest a little in search engine optimization so you turn up in the "natural" search results. Basic search engine optimization isn't expensive; it can usually be accomplished with minor changes to your website and a program of regular educational articles and press releases. Then invest in creating new content for key phrases when you can justify it.

5. Education strategy

Look for something you can teach your target market that incidentally showcases the value your software brings. If you can come up with some topics, you'll open up a lot of marketing opportunities. You can write articles teaching your prospects or advocating your position, you can speak at conferences, you can become an industry expert. It's much easier to get press and it's easier to get in front of prospects. If you don't already have an education angle, it's worth the effort to come up with one.

6. E-mail newsletters

The more education your prospects need to fully appreciate the value of your software, the more useful an e-mail newsletter is. You send an article a month, teaching them what they need to learn during the sales cycle.

It's a great way to keep business leads warm. Then when prospects are ready to move into the sales cycle, they are already educated, which saves lots of time for your sales reps.

It's also a great way to build credibility and help people get to know your company, so they feel comfortable buying.

7. Flash demos

A 3-5 minute Flash demo helps prospects decide quickly if your product is worth looking into further. This is valuable for you, because it saves your sales force from wasting time pursuing leads that won't go anywhere. It doesn't have to be fancy—you can simply record a webinar demo or use a Camtasia recording of a demo. What's most important is that you provide an engaging way to introduce people to your software and its key benefits.

8. Referrals

If you don't have a program to encourage clients, partners, prospects, and even competitors to give you referrals, we can help you put one in place. This is one of the fastest ways of growing your business. It's easy to do and it's practically free.

Is that all?

Do you notice what's not in here? Print advertising, trade shows, e-mail marketing, and lots of other things. That doesn't mean we won't recommend them in your particular situation, just that given a tight budget they're usually lower on our priority list.

Next step

If you'd like to find out what we recommend for you, schedule a free initial consultation. We'll brainstorm a bit, and you can see if you like our approach. E-mail Judy Schramm at  to set up a convenient time.

Before we talk, you might want to read:
Is JMR the right company to help with your software marketing?
Working with JMR