Catch up on last week’s favourite articles featuring useful insights and tips for marketing your software
5 Articles on Product Marketing
Forget about your product, focus on customers and how they benefit.
42 Rules of Product Marketing: Forget About Your Product http://bit.ly/42PMrules #ProdMktg
To help customers you need them to have problems: 1) they recognize as problems 2) are problems worth solving and 3) problems you can solve.
Customer Problems Are Your Opportunities http://bit.ly/Hh3mrE #ProdMktg
The first question website visitors ask is: “Is it worth looking at this site?” Within 5 seconds they will judge whether they think they can find information and it’s relevant.
The Most Important Factor in the Design of a Website that Converts http://bit.ly/HNR1dQ #ProdMktg
Amusing example of how there are an endless stream of ways to improve your marketing and why you should keep on testing.
ABT = Always Be Testing, e.g. “terrible” ad outperforms “quality” ad http://bit.ly/HZuhm8 #ProdMktg
Customers are always people. Using personas, even fictitious ones, makes it easier to hone your product feature list to the target audience.
Using Personas to Help Define / Prioritize Product Features http://bit.ly/Hjz4zB #ProdMktg
5 Articles on Startups
“We work with [Roles] in [Organisations] who are trying to address [Key Problems]. Our [Solution Name] is a [Solution Category] that enables them to [Primary Benefit]. Unlike [Alternative Option] what sets us apart is [Unique Advantage]”
Your Elevator Pitch Should include 8 Elements http://bit.ly/HnYVpY #Startup
Don’t blow your whole budget on your website. Marketing — whether online or off — is best handled as an ongoing process, which means you want to budget for this 12 months a year.
What Startups Need to Know About Marketing http://bit.ly/H8QxdC #Startup
When you can articulate the “why” rather than the “what,” your developers are more likely to be in sync with the company’s overall direction and vision.
You Don’t Need to Write Code to Run a Software Company http://bit.ly/HpRP4H #Startup
Ash Maurya offers counter-intuitive advice for starters. Instead of reducing buyer friction, he deliberately increases it.
Get Your Customers to Want to Pay Even Before Building Your Product http://bit.ly/HyMHhO #Startup
Don’t market your software, by talking about how great your new feature is. Instead talk about how customers use it and how they benefit. Ideally take it a step further and educate on wider aspects of its use.
Great Example of Startup Marketing http://bit.ly/HO2GcA #Startup
5 Articles on Software Marketing
Customers don’t just buy products. They buy from customers and companies they trust. Your brand, your mission, your beliefs, your style all influence buying decisions at an emotional level.
It’s Not What You Sell, It’s What You Believe http://bit.ly/HrPYk3 #Software #Marketing
Check list / reminder of consideration for your marketing testing.
40 Do’s and Don’t of A/B testing http://bit.ly/HuTsPM #Software #Marketing
More landing page tips with an emphasis on eCommerce.
4 Steps to Optimize Your Ecommerce Landing Pages http://bit.ly/HUt1qv #Software #Marketing
Long user registration forms deter many people. Find out how to increase completion rates while collecting the information you need.
8 Reasons Users Don’t Fill Out Sign Up Forms http://bit.ly/IhSJTY #Software #Marketing
April Dunford is right, A/B testing does explain why one works better. Ideally you should talk to customers, develop an hypothesis and use A/B to test if true.
A/B Testing: Knowing What Works Doesn’t Tell you Why http://bit.ly/HWCyJi #Software #Marketing
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