Advertising and Marketing Computer Software

Strategies for an effective software launch

By Kristy Swartout

The vast number of software solutions on the market today makes the implementation of computer software advertising strategies a crucial component of any business plan. While the software market can be challenging to penetrate, the market potential is huge. Familiarizing yourself with information about computer software advertising and marketing is the first step toward achieving a successful product launch. Marketing your software effectively can help you to:

1. Reach a large number of potential consumers quickly and easily.
2. Make the most of your budget.
3. Differentiate your software from all of the other software products in the marketplace.

The various computer software advertising and marketing strategies can be tailored to fit any budget and business plan.

Submit your software for review

Cost-effective computer software advertising can be accomplished by submitting your software for review to various websites, magazines, and other industry publications. Many websites that publish reviews also allow users to provide feedback on your software.
Try: Reviews of new releases and “Editor’s Picks” are highlighted on www.download.com while www.pcworld.com/reviews/software/ provides a ranked chart of software rated by the editors.

Release a demo

Creating a professional demo helps to highlight the features of your software and enables consumers to better comprehend its functionality. Helping potential customers feel comfortable with your product is the first step in generating sales.
Try: The products offered via www.demo-builder.com and www.autodemo.com have proven success within the software industry.

Submit your software to download sites

Making your software available to consumers via the Internet is an easy way to increase the visibility of your product. By submitting your software to download sites, you are guaranteed to reach your target market.
Try: If you are looking to distribute freeware, check out www.freewarehome.com. Both shareware and freeware submissions are accepted by www.brothersoft.com.

Hire an expert

If you don't have prior marketing experience, you may benefit from the services of a company that specializes in the marketing and advertising of software. These computer industry marketing and advertising specialists provide a wide range of services, including: designing advertising for various forms of media, writing press releases, and submitting software to download sites. Computer industry marketing and advertising specialists can also provide software review and rating services.
Try: The services provided by www.skilledsoftware.com and www.sharewarepromotions.com are comprehensive and customizable.

Join an association of software professionals

Becoming a member of an association creates opportunities to promote your software via association events, newsletters, email distribution lists, and the association website. There are hundreds of software associations of international, national, and local scope. Membership to these associations is often free.
Try: Software Industry Professionals (see www.siprofessionals.org) posts to its website a database of software downloads from members. This organization also provides members with access to articles and discussion forums on how to successfully market software. The Software & Information Industry Association website (see www.siia.net) offers webinars, conferences, and roundtable discussions on topics such as marketing and sales.

Make your contact information (phone number, email address, fax number) easy for the consumer to locate. Be available to quickly respond to inquiries. With so many software products on the market, excellent customer service is a huge selling point.
Educate yourself. Be aware of the various software products that are available to consumers. Be an expert on the trends occurring within the software industry. You must know what else is out there to know how your product stacks up.
When employing the various computer software marketing strategies, remember to focus on differentiating your software from all of the other products on the market. What makes your software unique or better than other software?