14 Tips for Selling Software and Services Online

Having a great app or service doesn't guarantee success. How do you get your software or digital offering in front of buyers? Software-as-a-Service (SaaS) , traditional software sales and marketing pros share their suggestions for how you can improve your chances of making an online sale.

By Jennifer Lonoff Schiff
Thu, February 14, 2013
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Why search forums for prospective customers? "Forums are great because people looking to buy products often go there to ask questions. You can use the search box to locate prospects that have asked questions about your type of product," he says. "Type in phrases about your kind of offering, and see in the results who has asked questions about it. Respond back to people with advice on how to solve their problems, along with a link for them to check out your product. This technique is effective because of the following:

  1. You are locating people who are looking to buy a product like yours, as opposed to dealing with marketing guess work
  2. You are building trust by responding back to them with honest, personalized feedback."

14. Use metrics--and adjust your marketing accordingly. "When you're selling online software you cannot set your [marketing] campaigns and forget them," says Caroline Cummings, vice president of Marketing, Palo Alto Software.

"It's important to always be testing--headlines, images, videos, links, length of page, calls to action, colors, etc. We have weekly analytics meetings where we're constantly looking at what is performing well and what is not," Cummings says.

By regularly checking metrics, you know what's working and what's not and can adjust your campaigns and minimize losses.

Jennifer Lonoff Schiff is a contributor to CIO.com and runs a marketing communications firm focused on helping organizations better interact with their customers, employees, and partners. Follow everything from CIO.com on Twitter @CIOonline, Facebook, Google + and LinkedIn.

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