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Marketing a Business Software Business
Small and medium size business software businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Need to improve the effectiveness of your marketing channels for your business software business? That's becoming a common theme these days, especially in this market sector.
Business savvy entrepreneurs usually have a solid foundation in marketing. But to achieve your goals, there are some other things you'll also need to learn about marketing a business software business.
Product Knowledge
There is no substitute for being able to speak convincingly about your products in a business software business. Small product details translate into key value propositions which are critical for distinguishing a business software business in the marketplace. Product knowledge is so important that we advise SMBs to consult a marketing professional to identify and exploit their brands' product-based value propositions.
Managing Negative Publicity
Negative publicity is never easy to deal with, especially for business software businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy business software businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Price Matching
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. If your company's prices can be beat by someone else's business software business, potential clients will abandon your brand in droves. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
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