Inbound marketing for software companies: how to apply?



Inbound marketing

Maybe you don’t know it yet, but Inbound Marketing for software companies can be the strategy that will reduce the cost of acquiring customers, increase the qualification of leads that reach your company and contribute to greater retention of consumers in your base.

These are some of the advantages of investing in Inbound Marketing and knowing how to put this strategy into practice can help you achieve them all.

[Recalling] What is Inbound Marketing?

Before understanding how to apply Inbound Marketing to software companies, it is essential to consider the correct understanding of what Inbound Marketing itself is.

Below, we’ll quickly recall this concept, but if you feel the need to go deeper, we recommend reading “ What is Inbound Marketing and how to apply it to your business”. 

Inbound Marketing is a marketing strategy that aims to promote your company and its solutions through the production of relevant content, lead management and customer relationship.

Unlike Outbound Marketing, where you need to interrupt the user to present your offer, in Inbound Marketing, you present it in an integrated way to the customer’s purchase journey, participating in it and not interrupting.

In Inbound Marketing your company must use the steps of the sales funnel and the customer journey to create the necessary relationship until sales and after-sales. 

In the image below you have a representation of the stages of the sales funnel, the stages of the customer journey, and the ideal marketing strategies for each stage.

Image source: Modern Marketing

As you can identify, Inbound Marketing considers not only the promotion of your brand and offers but also the sales steps, up to the creation of loyal promoters to the company.

At each stage of the sales funnel, your team’s goal is to take the user (prospect) to the next stage.

In this sense, Inbound Marketing for software companies is an option that should be part of your marketing and sales planning.

Inbound marketing for software companies

Having understood what Inbound Marketing is, we proceed to understand the stages of this marketing and sales process.

Understand who your company’s persona is

The first step for any strategy, within any type of business, is to understand who is the persona, or personas, that represent your company’s ideal consumer profile.

Understanding who the company persona is is to understand:

  • who is your customer,
  • for what he is interested in,
  • what are the problems and desires they have,
  • where are they,
  • how to communicate.

If you define personas, it is very likely that you will end up creating marketing actions that will attract the wrong consumer profile. Among the problems with this are reduced conversion rate and increased churn rate.

Mastering your company’s persona profile will help your company get it right in creating strategies that reach the right people. This makes your software business grow faster.

Read more about the subject and learn by doing in the article; “ How to create personas for your business”. 

Another suggestion in this area for Inbound Marketing for software companies is to get to know the Product-Market Fit concept. In it you find a group of customers with similar characteristics, who pay, use, have excellent results, and are loyal to their software. Ideally, you should set up a group with at least 10 customers. Having their profile in hand, you can go to the market to look for similar clients.

Learn about the company’s consumer purchase journey

We’ve already talked about the importance of understanding your customers’ buying journey above, but it’s important to use these spaces to reinforce this issue.

At each stage, your mission should be to produce content that catches the user’s attention, shares relevant information and moves them forward, towards the next stage. The four steps of the buying journey are:

  • learning and discovery
  • problem recognition
  • Solution consideration
  • Buying decision

Create a complete strategy for each of them, considering the demands and doubts your customers may have at any given time.

Invest in attraction actions

Considering the customer journey, the first step to be considered by the Inbound marketing strategy for software companies is related to attraction actions, that is, tactics that will take the user to your company’s pages. 

The most efficient Inbound Marketing strategies for this are:

  • social media marketing,
  • SEO,
  • content marketing.

Convert visitors into leads

With users inside your company’s channels, the next step in Inbound Marketing for software companies is to convert visitors into leads, that is, it’s time to capture users’ contacts to maintain more direct communication with these potential customers.

You can generate leads via Facebook, generate leads via LinkedIn, as well as creating and sharing rich content such as ebooks, spreadsheets, and webinars, in exchange for the lead data.

In addition to creating the incentive to register the contact, also create a landing page with a form, or even external forms, to facilitate the presentation of the offer and the registration of the user.

To direct users to these pages you can

  • create a sponsored links campaign,
  • Share the link on social media,
  • distribute backlinks on your company’s blog posts,
  • insert banners on your company’s website and publications that encourage the user to click and be directed to the page with the material and the form to be filled out.

Feed leads

The next step in Inbound Marketing for software companies is to nurture the leads that are reaching your contact base.

For this, email marketing and SMS are the best options for your company.

Through these channels, maintain communication by sharing relevant content for leads, invest in good topics, do A/B tests and track email marketing metrics.

The objective is to educate the lead so that he/she realizes that your solution is the ideal one to solve their problems. Avoid using promotional emails only.

If you have not yet mastered the techniques of creating and sending email marketing, we suggest you access our material “ E-mail marketing: Complete guide to start applying today”. The material is free and ideal for those just starting out and for those who need to optimize their results with email strategies.

Identify qualified leads for sales

As your relationship with the lead gets closer, it’s time to identify which leads are qualified and which are ready to receive a call or contact from the sales team.

Through the marketing tools, it is possible to score the leads and identify which ones are ready to buy, this way the marketing team can send these leads to sales, which will have greater chances of success!

This is a crucial step in Inbound marketing for software companies, so deepen your knowledge by reading, “ MQL and SQL: what are they, and how to turn them into customers?”. 

Inbound Marketing Tool: Putting Everything into Practice!

By applying the steps of Inbound Marketing planning for software companies that we presented above, it is likely that you will be successful in the endeavor that awaits you, expanding the results and being more assertive in the search for ideal customers.

However, perhaps you, better than anyone else, imagine that all this will be done more effectively and accurately with the help of technology. In this case, Inbound Marketing software, also known as marketing automation software.

A lahar is a marketing automation software that offers features such as:

  • creation of landing pages (no codes needed) to capture entries;
  • email marketing tool for creating nutrition and automation flows;
  • management and segmentation of contacts registered in the tool;
  • lead tracking and lead scoring (lead scoring) to assist in the Inbound Marketing strategy;
  • unified reports that help with decision making;
  • and more!

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