The B2B Software market is getting swarmed with new companies selling related products and services. The Global Health market size was $51.3 billion in 2015, with 25.9% annual growth rate expected from 2016 to 2024, according to Global Market Insights.
With so many B2B software firms out there, the marketplace has become more saturated and competitive. That’s the problem for online marketers in this industry. Luckily, this saturation is not always the end of the world. When an industry is crowded, it means there is a lot of need for the product or services being provided. Additionally, being in a market with more competitors encourages companies to be more innovative.
Here are some ways to stay competitive in the crowded B2B software market by being more customer-centered and inbound-driven.
1. Create valuable and useful content
Offering informative content is one of the best ways to drive web traffic to your site. Creating a minimum of two blogs per week on topics with useful information for your potential customers is key to developing engagement and keeping on top of their minds. Conduct some research and include longtail key phrases in your headlines and content. You can also create whitepapers and ebooks that offer solutions to industry-specific issues. If you want to offer more information, have an online Q&A with your target market and have a webinar.
2. Incorporate influencers right in your content
Business leaders often look for the point of view of market specialists when looking at new products to purchase. A current Tomoson study found that influencer marketing is the fastest-growing online customer acquisition approach. Technology companies are currently partnering with influencers to improve their reach. The first step in content marketing is to determine your target buyers. Find out what their struggles are, which groups they follow online, and what they are dealing with. You can then connect with a few influencers and share your content with their followers on various social media channels. Systems that may be helpful in finding influencers are FollowerWonk, BuzzStream, GroupHigh, and MuckRack. This can be part of your content and inbound strategy.
3. Create how-to posts and video clips
People are searching for options that are easy to use and understand. Consider creating how-to posts, videos, and animations showing ways that your solution can help them. When writing a post, make sure they are at least 600 words and are optimized for online search. When creating videos, keep them brief and enjoyable to get the focus of their leads. When you develop the idea that your B2B Software option is easier than others, people are more likely to think about your service. A good example is Medical Realities, a company focusing on the development of online surgical procedure training methods for clinical trainees. They have created a 360-degree video on YouTube demonstrating how their technology works.
4. Get listed in health-related directories
There are many directory sites that list a lot of B2B Software companies that offer products and services. For example, the Global Health Insider is a directory site that lists B2B Software companies that develop solutions like lab technology, immunology, and recovery technology. Companies are allowed to share their phone numbers, emails, and web addresses. Being listed in these sites will help improve your page’s search engine position and make you more noticeable online, giving you an edge.
5. Participate in online discussion forums and blog sites
There are many industry-specific forums online. A quick Google search will show a variety of forums related to B2B software. Check out forums that have a big following. People often look at these forums before making a buying decision. Try to find one that is closely linked to your services and offer responses to questions. Remember to leave a link back to your site. Once individuals see you as an authority, they are more likely to go to your site and get what they need when the time is right.
6. Write for clinical journals
Research by the Content Marketing Institute found that 80% of decision-makers prefer to get information from a blog compared to an ad. B2B Software executives look at clinical journals to stay up-to-date on current trends in the market. Some of the most prominent journals in B2B Software are the Harvard Health Journal, American Journal of Preventive Medicine, Journal of Adolescent Health, and the Mayo Clinic Proceedings, and the Lancet. Getting your firm’s decision-makers to create guest posts will develop your firm as an authority in the B2B Software market and produce beneficial backlinks to your site.
7. Create social media groups
Social media provides B2B Software companies a chance to develop brand name recognition and engage their customers. A great way to do this is with industry-specific social media groups. You can sign up with existing teams or create your own. Philips Healthcare, a company whose goal is to connect information, technology, and people seamlessly, has a LinkedIn group called Innovations in Health. In this group, B2B Software experts review the trends and obstacles in the market. It has nearly 150,000 participants that include managers, administration, executives, medical professionals, and experts.
The Final Word
The key to standing out in a saturated B2B software market is energetic creation of informative content and participation in online B2B software communities. You can your company’s B2B software specialists can work together to create and post academic content that will attract potential buyers and make your business a leader in the market.
This could all seem easier said than done. And these steps could be hard to do alone. Responsify partners with B2B software online marketers to offer strategy, support, and help in applying these tasks so they can stand out in a crowded market, bring in new site visitors, and convert them into qualified leads and satisfied clients.
If you want to look into your current strategies to help your B2B software company have an edge, don’t hesitate to ask for a free session. We would be happy to help you examine your methods and find ways to take them to the next level.