demo
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Do’s and Don’ts for Software<br />
Marketing<br />
By Sharon Housley<br />
NotePage, Inc. – http://www.notepage.net<br />
FeedForAll – http://www.feedforall.com<br />
RecordForAll – http://www.recordforall.com
Top Mistakes<br />
1. Tech Talk & Selling Features Not Benefits<br />
2. Under Valuing Software<br />
3. Pushing the Download NOT the Sale<br />
4. Measure, Track, Measure Some More
Tech Talk<br />
Do not talk about your software in technical terms.<br />
Example 1 – Tech Talk:<br />
Once a user initiates a search or clicks on one of the generated links,<br />
the engine tracks the full interaction, including every subsequent<br />
search request and every click on an generated link.<br />
Huh???<br />
Example 2 – Non-Tech Talk – Simple Terms:<br />
Understand how website visitors are navigating your website! The<br />
software will track all actions on your website. Track what your<br />
potential customers are searching for and clicking on! This will help<br />
you determine what sales copy is effective and what is of interest to<br />
your website visitors. Make more money by understanding your<br />
customer’s web surfing habits.
Features Not Tech Benefits Talk<br />
Features Not Benefits<br />
Example 1 Feature:<br />
Unit Conversion Tool<br />
Example 2 Benefit:<br />
Save time, converting feet to meters or miles to kilometers.<br />
With a single click convert units to the proper measurement<br />
format.<br />
Example 3 Feature:<br />
Auto-Discovery Wizard<br />
Example 4 Benefit:<br />
Save time and money by instantly importing existing<br />
accounts using a wizard walk through.
Undervalueing Software<br />
1. Perceived Value / Pricing Issues<br />
2. Same Product Different Price Points<br />
Example Percieved Value<br />
Developer #1<br />
$5.00<br />
Developer #2<br />
$300.00<br />
Developer #3<br />
$295.00<br />
Perception is Developer # 1 is Inferior<br />
Due to Price Discrepancy this is Perceived Value
Undervalueing Software<br />
Resellers and Affiliates<br />
Developer #1<br />
$5.00<br />
Developer #2<br />
$300.00<br />
Developer #3<br />
$295.00<br />
Developer # 1 offers Affiliates 50% ($2.50 per sale)<br />
Developer # 2 offers Affiliates 20% ($60.00 per sale)<br />
Who will they choose?
Downloads Not Tech Sales Talk<br />
Download Not Sales<br />
• Push Sales NOT Dowloads<br />
• 20% of Customers Purchase Without Downloading!<br />
• Make Buy Buttons Obvious<br />
• Use Action Words
Measure, Track, Measure<br />
Ad Campaign<br />
Evaluate<br />
Ad Campaign Target Track Measure ROI<br />
Use Tracking System
Meaure Track Tech Measure Talk<br />
Measure, Track, Measure<br />
#1 RULE<br />
If you are not going to track the results of spending do not<br />
bother spending! You need to know not just how much traffic<br />
you get but how much traffic converts to a sale.<br />
Tools for Tracking<br />
- Unique URLs for Email Campaigns<br />
- Cookies<br />
- FileKicker has some great tracking systems that will<br />
integrate with ecommerce to measure conversions.<br />
- Analyze Web Logs (Dave Collins has some great articles<br />
about the ins and outs of it).
Top Things to Do<br />
• 1. Upsells<br />
• 2. Targeting<br />
• 3. Listen to Your Customers & Learn from Mistakes (Track<br />
Support)<br />
• 4. Use Time Wisely & Improve Systems<br />
• 5. SEO (Search Engine Optimization)<br />
• 6. Design with Support in Mind<br />
• 7. Diversify<br />
• 8. Leverage Relationships
Upsells<br />
Based on $10,000 in Sales Per Month<br />
10% Increase $ 1,000 per month<br />
20% Increase $ 2,000 per month<br />
Increase Sales<br />
40% Increase $ 4,000 per month<br />
90%<br />
40%<br />
10%<br />
20%<br />
Upsells effect bottom line
Upsell Tips Tech Talk<br />
Amazon the Master
Upsell Tech Tips Talk<br />
Upsell Tips<br />
Checked CD Box = 80% Increase in CD Sales
Actual Discount Tech Talk<br />
Actual Discount
Percieved Tech Discount Talk<br />
Percieved Discount<br />
FeedForAll + FreeScripts<br />
$ 39.95 + $ 0 = $39.95<br />
RSS Scripts + FeedForAll Discounted<br />
$ 29.95 + $ 10.00 = $39.95
Upsell Summary<br />
• Little Things Add Up<br />
• Related Converts Better<br />
• Perception is Everything Mix it Up<br />
• Good Upsells Convert on Average 75% of the Time<br />
• Do Not Forget Existing Customers<br />
• If you Don’t Have an Upsell Make One!
Upsell Ideas<br />
• CD ROMs or Media<br />
• Extended Downloads<br />
• Maintenance or Support Agreements<br />
• Upgrade Insurance<br />
• Extentions (3rd party or Extension Packs)<br />
• More Advanced Versions of their software(Professional<br />
Version)<br />
• Software that is Complimentary to the one the customer<br />
has selected
Targeting<br />
• Have an Interest<br />
• Have a Compatible System<br />
• Have Money<br />
• Higher Conversion<br />
• Higher ROI (Return on<br />
Investment)
Listen to Your Customers<br />
Track Support Queries<br />
Ask Your Customers<br />
How Your Software is Used<br />
Feature Suggestions
Improve Systems<br />
• Look at Automation and Processes that consume time.<br />
• Automation<br />
– Common Email Replies<br />
– Software Registration (Retrieving Keys/Sending Keys)<br />
– Forum Support<br />
– Tutorials<br />
– Accounting
Using Time Wisely<br />
Limited Time<br />
Software<br />
Development<br />
Order<br />
Processing<br />
Software<br />
Company<br />
Software<br />
Marketing<br />
Software<br />
Protection
Tips for Time<br />
• Consider Outsourcing – Know Your Strengths<br />
Outsource the Rest<br />
» Software Submission<br />
» Web Design<br />
» Graphic Design (icons, logo, web graphics etc…)<br />
» SEO<br />
» AdSense Mangement<br />
» Sales Copy<br />
» Press Release Writing and Distribution
Search Engine Optimization<br />
(SEO)<br />
SEO<br />
Related<br />
Links<br />
Unique<br />
Meta Tags<br />
Use of<br />
keywords<br />
Age<br />
Fresh<br />
Content<br />
ALT Tags<br />
SEO<br />
SEO<br />
Is an Ongoing<br />
Process<br />
Spiderable<br />
Links<br />
Anchor<br />
Text<br />
Results in<br />
Long Term<br />
Traffic FREE
Design with Support in Mind<br />
Minimize Support<br />
Wizards<br />
Simple User<br />
Interface<br />
Strong<br />
Documentation<br />
Stick Design<br />
Standards &<br />
Intuitive Design
Diversify<br />
Software #1<br />
Single Product<br />
Total<br />
Overall<br />
Sales
Diversify<br />
Software #1<br />
Software #2<br />
Stability<br />
of Stable Total<br />
Total<br />
Overall<br />
Overall<br />
Sales<br />
Sales<br />
Software #3
Leverage Relationships<br />
Develop Relationships<br />
Affiliates<br />
Partners<br />
Resellers<br />
Bundles
Sharon Housley<br />
NotePage, Inc.<br />
http://www.notepage.net<br />
FeedForAll<br />
http://www.feedforall.com<br />
RecordForAll<br />
http://www.recordforall.com<br />
Email: sharon@notepage.net
Change language