If you are an ERP developer or vendor, you know how vital marketing is to reaching new clients. Here are some tips to better market your ERP product both online and in-person.
Before any marketing can begin, you have to know your audience. Start by using these questions to identify your ideal customer:
Answer based on what your target market currently is and what you want it to be. Knowing your current customer base is important for proving why you’re a good fit for similar clients. And exploring who you want to work with early can help you shape future marketing campaigns.
There is another benefit to knowing your audience: knowing who it isn’t. Who you won’t serve will have a huge impact in how you advertise your ERP. Marketing too broadly can bring in leads that aren’t a good fit and a waste of your time.
In order to stay competitive, you need to know what other ERP developers are doing. This shouldn’t be limited to just their marketing tactics, but how they’re developing their own software. See how many offer free trials, what add-ons are available, and, if possible, their pricing structure. If you find all your competitors are releasing annual updates for free, while you’re hiding new features behind a paywall, you might need to adapt your methods to keep customers from leaving.
If customers are coming to you because of dissatisfaction with a competitor’s ERP, you can use that information to further tailor your marketing strategy.
Use the following methods to promote ERP software through online means:
Live webinars are a great chance for interacting with potential customers. Hold a Q&A session at the end to address anything from the audience.
Don’t forget your company website when making social media posts. Share industry articles, case studies, or blogs on your own site to build a hub of information for prospective customers.
Starting a company newsletter is another way to keep your email communication active. Share updates on upcoming developments, expansion to functionality, and other important news. For example, if there are regulatory changes coming to an industry, detail how the ERP meets the new compliance requirements.
Online Demos Free trials are a great way to introduce your product to potential customers. Give your prospects a way to test out your ERP from your website. There are a variety of ways to present these trials. You can offer limited functionality, preload dummy data, or set a time limit on how long the software can be used. If your software is on-premise only, guided or pre-recorded video demos can showcase your software.
Partner with a Lead Generation Service Websites like Software Connect can help you find leads based on your target market. These businesses help promote your product to new business on your behalf.
Learn more about Software Connect.
Traditional, in-person outreach is another way to find potential customers for your ERP:
If your own ERP has a customer relationship management (CRM) system, use it yourself! And be sure to mention it to prospects. Otherwise, tracking your customers interactions with a third-party CRM to detail where leads originate, how many prospects become clients, and more.
By monitoring marketing campaign performance, you can see what’s working and what needs work. Analytics gathered by CRM programs can lead to data-driven marketing decisions. Real-time data collection lets you adapt to evolving market trends and customer behavior.
Once the marketing draws in prospective buyers, it’s time to seal the deal with sales. An easy way to do this is by sharing success stories. Direct customer testimonials are ideal for showing how real users have excelled using your software. Video testimonials are particularly powerful ways to share success stories with prospects. And case studies can delve deeper into data on the measurable results from an ERP.