Software Marketing Tweetables 24 September 2012

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

5 Articles on Product Marketing

Why “The Fold” Is A Myth – And Where To Actually Put Your Calls To Action

Many marketers advocate placing call to action buttons at the top of the page – above the ‘fold’. But the best place depends on whether people need to read copy to be convinced. Only way to know for sure is to test.

Understanding Your Customers

As an alternative to net promoter score, you could ask “have you recommended us to anyone? if yes, what did you say”. Less comparable to other companies but more immediately actionable.

4 Mistakes that Product Executives Should Avoid

If you’re new to a company, hold onto any product ideas until you have spoken to customers. But make notes to capture your “fresh eyes” perspective. Establish credibility with engineering by learning product details and never promising delivery dates without their OK.

A Presentation App That Forces You To Tell Better Stories

Haiku deck is an iPad app that makes it easy to develop your presentations as short titles on great images. It even helps you find those great images – shame it is only for iPad.

6 Copywriting Mistakes That Shatter Conversion Rates

Good reminders on key copywriting aspects you should A/B test.

5 Articles on Startups

How the ‘freemium model’ can make — or break — your tech business

Free users can be an asset not just an upsell opportunity – providing visbility, feedback, and evangelism.

“Me-Too” Products are Fine

Innovation is sexy and motivating, but for a first-time startup entrepreneur it can be an unnecessary risk. First-time founders are more likely to succeed with a ‘safer’ product. Learn to walk first, you can afford to disrupt an industry later.

Massacre at IBM

Most product teams believe they know more than their customers. They are wrong. The best way to learn is for the whole team including engineers and marketers to work directly with customers and learn the “truth” together.

Ramit Sethi and Patrick McKenzie on Getting Your First Consulting Client

Long interview (with transcript) between two experts on how they established themselves as premier-level consultants. TLDR: Never under-charge, research client needs extensively in advance, pitch to clients based on value – never technicalities of the task.

Just starting out in startups? Here’s some advice.

DuckDuckGo founder Gabriel Weinberg believes people should throw themselves in if they want to be a startup founder… it’s a career choice, don’t shy away from failure, get a mentor.

5 Articles on Software Marketing

Inbound Marketing: How a software company generated 190% more leads with a small budget

Firefish Software, a U.K.-based online recruitment software company, could not compete with larger companies and their large budget using ‘traditional’ marketing channels. Instead of paid search they produced content, promoted it on social, joined online communities, leveraged virtual trade shows… focused on marketing not sales.

How to Start Marketing Your Startup While in Stealth Mode

There are very few cases where it makes sense to develop your startup in stealth mode. Usually it is a poor excuse for not exposing your brilliant ideas to customer reality. But even if you’re in stealth you can still start your marketing.

There Are Only 3 Ways to Increase Online Sales (Are You Optimizing For All of Them?)

1) increase the number of customers 2) increase the average order size 3) increase the number of repeat purchases.

Marketing Campaigns that Work: Your 5 step guide

1) Set a goal for your campaign 2) Create an offer 3) Attract traffic 4) Nurture 5) Analyse & Learn


“VideoScribe is a completely unique way to create engaging animated videos quickly and easily. Without technical or design knowledge you’re empowered to bring impact to your message.”

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