with a wide variety of software companies in the market place this is a big question.
Some of the things we have found here at MicroFocus has been the following:
-Understanding customer need/profile
-Customer Testimonials/Use Cases
- understanding why people buy your software and what motivates folks to make a change.
- Special Programs to incentivize folks to try your products.
I am also going to suppose you are asking about software. The big thing about software is that the software needs to solve a problem that you expect your target customers have. If you are developing a software that is totally innovative but nobody needs, that will attract no one.
Then you need marketing. You need people to know that your software exists and what problem in their life it solves.
After that, this is all about user friendly, reliability and quality. Price is also a factor based on your target audience.
When you engineer something, even not software, always ask yourself:
- who will use this product?
- why would they use this product?
- how will they use this product?
- what amount of money someone is ready to pay for this product?
This is where marketing plays a major role. As a developer, you usually solve the how.
With lots of options for social media and advertising, you need to narrow your focus on your target audience, so that you can get the right customers using your products/services. It's not enough to just get lots of people looking at your company, it's the customers who are going to want to buy your products/services.
Look at the particular industry you want to do business in, think of the types of customers that you want using your products/services and you can then start to build your marketing approaches and plan. The more specific you are with the type of Customer/Client you're looking for, the more successful you'll be in getting their business. They in turn, will also help with referrals and recommendations because they're happy with the products/services you've provided.
- Industry tradeshows
- Write blogs/Follow industry blogs
- Targeted email marketing
- Promote webinars addressing a specific need a company/person may have that your company can help with
These are just a few things to consider in building out a marketing plan to get your company get new customers and maintain the customers you already have buying more of what your company can provide.