Software Marketing Tweetables 11 February 2013

Catch up on last week’s favourite articles featuring useful insights and tips for marketing your software

5 Articles on Product Marketing

4 ways to incite love — not anger — when changing your product

Work hard to keep customers happy during major product change. Over-communicate, ease them in, and “sell” the benefits.

A Tale of Two Products: Part I – The no product manager product

Product management is valued for a reason. Without vision you’re just coding a bunch of features.

Taking on the small guys for their pricing?

A quick reminder why pricing should be based on value to customer, not a vendor’s costs.

Price is what you pay, Value is what you get

And the price is not the only cost for a customer. Typically implementation costs and time are far more expensive than the price of your software.

What is “Growth Hacking” really?

“This concept of growth hacking” is a recognition that when you focus on understanding your users and how they discover and adopt your products, you can build features that help you acquire and retain more users, rather than just spending marketing dollars.”””

5 Articles on Startups

Three reasons not to build a Minimum Viable Product

You should almost always build MVP to learn before building full product. 3 exceptions 1) problem & solution are fully understood 2) being wasteful is OK 3) you have full traction (product-market fit)

The 5th DO for SaaS startups – Get your pricing right

Whether you choose free trial or freemium, decide on a pricing structure that increases as customers get more value. And plan to increase prices as you improve.

The 4th DO for SaaS startups – Make your website your best marketing person

Another great piece by Chrisoph Janz. There are no excuses, SaaS websites must be crisp, clear, and compelling. There are plenty of excellent sites as exemplars.

Failure Is Not The Worst Outcome, Mediocrity Is

Most startups slowly fade away. It’s better to fail fast and move on to the next opportunity. But the dilemma founders face is that persevering may reveal succes just around the next corner.

Turn Customers into Your Startup Marketing Machine

For B2C marketing, paid customer acquisition is probably too expensive. Invest in product to delight users and give them tools to become your marketing machine.

5 Articles on Software Marketing

SaaS Customer Onboarding: 3 Steps to a Successful Welcome Email

A welcome email should be focused on driving them to the first action. The one button to get them using your product, nothing else. Note recommendation: call to action url takes them direct to right place even if they have to login.

Credit Card Trials Vs No Credit Card Trials – Which way to go?

Indication that requiring a credit card for free trial can reduce long-term usage. As an early “gate” it can deter time-wasters but also prevents your product and your onboarding from “selling”.

[How To] Generate Sales Leads Using HARO sends questions from journalists to expert sources looking for PR. Here’s how you can use it for customer development or for finding leads.

How to Keep Email Marketing Manageable

Examples of effective engaging email marketing campaigns.

How I Doubled Organic Search Traffic in Two Weeks

Generating a large volume of content to address the long tail of SEO keywords is too time-consuming to do manually. Either find a way to reuse content you already have or create a process to semi-automatically create the content.

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