Software Marketing Methods

1. Preinstalled Software
Example: Windows

People often like to get software already loaded on a new PC. This type of purchase can be the cheapest option, however some restrictions often apply. For example, you cannot reinstall the software from your old PC to the new one or free customer support is not provided as for the regular version of the product.

The only problem with this software marketing method is that it’s not easy to talk Dell and others into preinstalling your software.

2. Bundles
Example: WinZip+Google Desktop Search

Very powerful method if you have good partners.

3. Search Engine Optimization and Search Engine Marketing
Example: GoToMyPC (remote administrator)

Getting listed in the top search engine results at Google, Yahoo and MSN. Buying keywords. Creating landing pages.

Landing pages are pages optimized for your ads. They often do not have the usual site navigation but the main offer, for example, free download emphasized. Landing pages often have titles containing keywords the ads were targeted to.

Search Google for your keywords and contact sites that aren’t competitors about ad space.

4. Public Relations
Example: BlogJet (weblog client for Windows)
Bloggers like to share news on software they use so they are happy to review BlogJet. They even ask the BlogJet author for an interview.

5. Business Blogging and Networking
Example: FogBugz (bug tracking software) – Joel on Software Blog

We read articles on software development and eventually learn more about FogBugz. Moreover, we feel as if we know Joel personally. Isn’t this the best recommendation for his software?

6. E-Mail Marketing and White Papers, Success Stories
Example: WebTrends (web analytics)

WebTrends.Com offers a lot of white papers on web analytics. They are well written and very informative. When downloading any white paper, you will be asked for an e-mail address. Subscribe to WebTrends newsletter. These folks know how to write newsletters.

Send follow-ups to all people who registered for your trial or free version.

You can write your own newsletter or sponsor an in-house email list. Using a rented e-mail list is recommended only of you know how the e-mail addresses were collected. You don’t want to be accused of sending spam.

7. Events and Exhibitions
Example: Kaspersky Anti-Virus
Kaspersky gives presentations in different cities to inform prospects on his products. However, there are two problems with these presentations. First of all, Kaspersky created a brand of himself, not his software. He cannot send another person to give presentation. Second, Kaspersky does not take into account his target audience. He talks to system administrators as if they were home users who know very little about Internet and computer viruses. Always take your target audience into account.

8. Community
Software services often use this marketing method. They advertise in the community they belong to. For example, they offer quality assurance services to software developers.

9. Referrals, Word of Mouth
Example: ? (Can you give me an example?)

Every time you talk to a happy customer, ask if she knows of 1 or 2 peers that may be interested in downloading the trial version or getting info about your software.

10. Cold Calling
I’ve never used this method so I cannot comment on it.

11. Analysts
Example: Omniture (web analytics)

Omniture likes to quote Gartner Research in press releases. For example:

“When Web sites have unpredictable availability or slow performance, it can have a negative impact on user behavior. While Web analytic services and Content Delivery Network providers’ site monitoring services each provide valuable information, there is greater value in correlating their metrics to see exactly where performance and uptime have an impact,” said Bill Gassman, a principal analyst with Gartner Research. “The new insights can help enterprises target their web site investments to where the resources will do the most good.”

The quote give weight to the press release. Moreover, analysts can recommend Omniture to their clients in future.

Recommended reading: Analyzing the Analysts

12. Software Directories
No example needed, just visit Download.Com

Did I miss any software marketing methods in this post?