Effective Ways To Market Software Products in 2022

Ways To Market Software Products

Marketing software products can be one hell of a task, but hey? It’s not rocket science! For effective software marketing, you must pay close attention to extensive research on your market and competition.
You’re basically selling an intangible product which means that you are targeting a specific audience which means you have to be extra careful while marketing software. So let’s move forward and walk through 5 effective ways to market software products!

5 Effective Ways to Market Software Products

When it comes to driving revenue with software marketing, you’ve got to keep up with what’s hot and keep your marketing campaigns moving.

So if you’re looking to spice up your strategy and know how to market software like a pro, we’ve got some gold for you. This is a deep dive into winning methods to show you how to market software.

1. Tell a Story With a Video

Videos are one of the easiest ways to capture the attention of a customer. Telling a brand or product story using videos helps create an image in the customer’s mind. Videos not only give a vivid explanation of a product but are addictive. People connect more with videos and can spend hours watching them.

Videos enable your customers to connect emotionally with your product. Telling a story, using videos that involve sound and animations can easily awaken emotions, and this can influence a customer.

Video content is very effective when you want to capture the attention of a customer faster and want a lasting impression.

Marketing Software Products With Case Studies

A case study is a winning formula for marketing software products. In just two to three minutes, a raving customer can explain to your audience what their challenges were, how your software helped them, and why they’d recommend your business.

A case study video helps you achieve the following marketing objectives:

  • Customer self-identification
  • Explanation of product features
  • Demonstration of product benefits
  • Establish trust and brand authority

Case studies work by introducing your audience to a living, breathing example of the kinds of customers that use and benefit from your services.

People watching the video can relate to the featured customer, and maybe think to themselves ‘Hey! I experience those problems, too! That’s exactly what my business needs…’. Bingo, you’ve just got yourself a conversion.

This is called customer self-identification, it’s the same objective you’re aiming for with your SaaS landing pages, except with video people are more likely to watch the whole thing than read an entire page.

2. Give Away Free Stuff

ways to market software products

A giveaway is one tested way to market a product, people love free things and will easily flock around for them. You can use giveaways to sell your product.

Using the giveaway marketing strategy can sometimes be frustrating as people might just participate and not purchase. You can use the following tips for an effective Giveaway strategy.

Marketing Software Solutions With A Free Trial

Well, if you want to know how to market software without turning customers off, the last thing you want to do is be scammy. Asking for someone’s payment details for a free thing just reeks of sneaky marketing.

You’re hoping that your customer forgets to unsubscribe before their 30-days are up so you can charge their credit card for a 12-month plan for something they might not want. Is that the relationship you want to build with your customers?

Opt-out free trials (that require a credit card) have a higher initial conversion rate, but this soon drops dramatically and opt-in free trials have a 20% higher conversion rate after 90 days.

By allowing customers to use a free trial without providing their credit card details upfront, you’re backing the value of your product.


When creating a giveaway contest, you can ask participants to subscribe to your newsletters and send a weekly newsletter that will help you create an image of your product in their minds.

Follow Up on Your Social Media Platforms

Connecting with your audience on social media enables them to see, comment, and react to your posts. They also get to know how well you manage your product and it helps build trust for your product.

3. Delight Users With Interactive Tools

Interactive tools are used to engage and prompt responses to a product. Using interactive tools is another effective software marketing strategy that helps you to study your customer’s behavior and how they react to your product.

You can use this to know what new features your customers need, keep your customers engaged, collect their opinions about your product and give them a sense of community.

People love to feel among others, and creating interactive tools allows them to belong to a community.
Interacting tools are also effective for educating customers about a product. It helps them learn more about your product and its features.

There are many interactive tools to use, some include polls, surveys, live sessions, and questionnaires. etc.

Marketing Software With Quizzes, Calculators, & Animations

You might think that your highly-technical software product is impossible to understand without a 5-page scientific whitepaper.

But, what if you filtered the most interesting facts and findings through an interactive quiz? Boom. Now users can discover the value of your product with a brief but entertaining activity.

4. Nurture Existing Customers

Too often product owners are focused on attracting new customers and neglect the existing customers. Existing customers are as important as new customers. How well you treat them determines if they stay or not. Product owners lose tons of money as a result of neglecting existing customers.

You do not assume every existing customer will return, you have to intentionally reach out, engage them and get reviews of your product. These reviews can be used to attract new customers.

From time to time ask them how helpful your product has been and possible ways you can improve on it, this will help them feel included in your product idea. Existing customers can also serve as a gateway to new customers if properly nurtured.

They can help with indirect marketing which is marketing done by word of mouth. An existing customer can easily convince a potential customer.

While trying to nurture your existing customers you can make use of the follow-up strategy by sending them periodic emails, building a community for your customers where you can engage them, or creating a discount for them.

Marketing Enterprise Software By With Your Customer Portal

When customers commit to your software solution, either as a personal user or for their business, they’ll likely be logging on regularly.

The way you design the UX of your customer portal will influence customer retention. Think about it, you want to make your customer feel ‘at home’ with your product as quickly as possible, as well as offer helpful advice and opportunities to upsell (if there are multiple subscription options).

5. Invest In Your Website

Websites are the new gold. Your website represents your office in the digital space. Attracting the right traffic to your website helps your product stay visible. How attractive and usable your website looks determines how much traffic you get.

Time is money and nobody wants to spend time on a boring site. Make your website look cool and appealing. Use captivating content for your customers on your website. This way customers can easily grasp relevant details about your product.

More importantly, you need to optimize your website for SEO. This will help increase your visibility, and people can easily find your website when searching for something on Google.

With every keyword that drives a potential lead to your website, your product is one step closer to a lifetime customer.

Alternatively, if you feel organic traffic takes time to mature, you can also invest in paid Ads to attract relevant traffic to your website. Paid Ads help your business reach a larger audience. Your paid ads appear when a user uses a keyword related to your business on a platform where you have an ad slot.

With captivating ads, users can click on your Ads and this helps in marketing your product as people who do not have an idea about your product become aware.

Market Enterprise Software With Your Landing Pages

Your landing page is defined by psychology, aesthetics, and functionality. That means that it’s…

  • Backed by in-depth knowledge of your target audience’s needs and behavior
  • Dressed to impress with features and content that inspires
  • Built for effortless navigation that shows only the most valuable content

To turn a visitor from an unengaged browser into an activated buyer, your landing page must capture attention, quickly communicate your value proposition, and lead users to self-identify as the target audience – “This is exactly what I need”.


We have been able to give a list of marketing strategies. Many software marketers have used these marketing strategies. All marketing strategies are effective if you understand your audience. Marketing can be demanding but with the proper research, you can achieve a lot, create a market survey, define your audience, and competition, and choose which strategy works best for you.

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