Today’s buyers are savvier than ever. These days, people will do research on the internet instead of relying on public ads or generic sales pitches. This includes decision makers in clinics, hospitals, and health systems. So how do you reach your buyers and increase your market share in software sales?
A current report by Hubspot found that 92.7% of companies using Inbound produced more leads than those that used traditional marketing and sales.
With that said, the best way to get the attention of today’s buyers is by giving them information that they will find helpful.
This marketing and sales method, called the Inbound Methodology, will help create more sales and boost your market share in the B2B Software market.
Here are 7 tactics to enhance your market share in software sales using the Inbound Methodology:
1. Identify your ideal buyers
Enhancing your market share in software sales isn’t as simple as trying to get everyone’s attention. Instead, you need to bring in people who are interested in learning about your product. Buyer Personas are imaginary personalities that represent your best customers, and you can work with your marketing and sales teams to specify them for your company.
- Start by identifying what market you serve.
- Pick the one to concentrate your resources on, with the best profits.
- Outline the ideal company traits in the market.
- Identify the best people in those companies, including decision makers and influencers by asking:
- What are their job responsibilities?
- What are their goals and struggles?
- What would stop them from making a purchase?
- What would prompt them to buy?
- How do they make their buying decisions?
- Where do they get their information?
Align your marketing and sales content with the needs of your ideal clients and you will be able to create even more qualified leads and enhance your market share in software sales.
2. Optimize your content for various devices
According to the Mobile Marketing Association, mobile phones play an essential role in every phase of the buyer’s journey as anyone could check out details with one click. You won’t know if your target market is looking at your content on a computer, tablet, or smartphone. For that reason, make sure the content is enhanced to give your leads a positive user experience on all devices. The sizes of your CTA buttons and fonts, the size of your content, and your website’s design are all important components to take into consideration. Your emails should also be desktop and mobile accessible.
3. Use a social media marketing campaign
Social media marketing is an effective and affordable way to grow your followers quickly. Spending just a few dollars a day, you can reach hundreds of targeted leads around the world using networks like Facebook and LinkedIn. To make the most of these campaigns, keep your social media ads informative, as people won’t want to click to “find out more.” Don’t use jargon that is hard to understand and make sure the ad shows exactly what your company does. You can also consider using emojis, GIFs, or videos to engage your target market. Do split tests to see which ads work best.
4. Nurture your leads with customized emails
Mass emails can be irritating, but if used right, email newsletters can be a reliable strategy to nurture leads until they convert to customers. Giving your clients information content on a regular basis will allow you to engage them and build commitment. To boost the click-through rates of your emails, you can customize the subject lines with your prospect’s name and other search phrases they might use. Don’t use these emails to advertise your services as you might scare them away. Instead, give instructional content that will prepare your target market and help them make better buying decisions.
5. Use case studies
Before making a buying choice, many leads will want proof that your B2B software product will meet their needs. You can use case studies to offer stories from your existing clients that found value in your service. Make sure the clients in the case studies are aligned with your buyer personas. This will make it easier for your leads to relate. A case study needs to go over the customer’s needs and show how you will solve their problems. Use real numbers to reveal what was achieved. Repurpose case studies into infographics, videos, or podcasts to reach a wider audience.
6. Use effective calls-to-action
A call-to-action is a button or link that is used to get site visitors to take a preferred action. Use messages like “Try our product today” or “Click now” to create a sense of urgency that will get visitors to act. Make sure the CTA informs leads of just what you want them to do. To get their attention, use colors that contrast with the page. Have a photo of a person checking out the CTA to bring in more focus. A well-designed CTA could up your conversion rates.
7. Leverage video content
Many people prefer watching videos to reading blogs. Video marketing can help engage a large target audience more than blogs, reports, whitepapers, or ebooks. Your videos should concentrate on informing, not driving sales. Tell stories of how your company started, how your products are made, and why your staff likes working there. This will help develop a connection with potential customers and grow trust. Remember to include a CTA like “Follow/like our page” or “Leave us a comment.”
The final word
Boosting your B2B business’s market share in software sales can be difficult, as it’s challenging to identify which areas of your company you should tweak. But, we can say with confidence that if you tweak your marketing and sales methods to meet the needs of today’s buyers, you will see success.
We’ve helped many CEOs and Directors apply Inbound marketing and sales into their B2B software organizations. Don’t hesitate to call to schedule a free strategy session to see how you can boost your market share!