How to boost software products towards global success?*
Analyzing the last 40 years of worldwide software successes, I can identify something that is common to all products that have become benchmarks: they all initially offer free access. In the 80s and 90s, it was common to facilitate copies so that the product would spread quickly. Examples include Lotus123, Dbase, Clipper, Autocad, DOS, early Windows, Word, and Excel versions.
Translating this to today, we find that many rapidly spreading software products are available in the cloud. They offer free access, including free training, and allow users to try them within minutes without requiring lengthy and complex installation processes. To energize these software products and make them widely used and recognized, these companies use the most aggressive strategies possible to reinforce the product’s branding.
In this regard, I share some of the possible approaches:
1. Marketing and branding
Investing in digital marketing campaigns and highlighting the main benefits of the software and free training or online trials can be a first step. But the possibilities continue: creating campaigns to attract new trainees for all important markets (Google Ads); creating dissemination channels (YouTube) to spread this new software product, or capturing the most influential people on social networks, inviting them to participate in promotional videos.
Carefully planning the videos to avoid counterproductive results is also essential—through controlled demos, to not let the influencer conduct ad-hoc online tests. Investing in an attractive website that allows access to free training, the acquisition of plans, the presentation of success cases, and the capture of B2B partners, who multiply the sales force, is also essential. Collecting case studies, testimonials, and real success stories to lend credibility to the product works equally well as an excellent asset for reputation and recognition.
2. Strategic partnerships
This point includes establishing partnerships with the largest number of educational institutions specialized in the area, to promote online training that allows free use and experimentation by the largest number of students and teachers. It also includes collaborating with renowned companies and offering the integration of this software product with corporate solutions, thereby increasing its scope and visibility.
3. International network of resellers
Here, the strategy involves focusing on multinational companies of large and medium size that need this software product to resell to their clients. The way to go is to conduct massive campaigns to recruit new partners who not only recommend but are potential resellers of this software product.
4. Presence in events and conferences
Actively participating in technology conferences and organizing webinars and workshops to introduce potential users to the benefits and features of this system are effective strategies. Ensuring the presence of this innovative software at all events in the area (through presentations, live demonstrations, etc.), so it can be easily remembered, too.
5. Pricing model
Adopting a flexible pricing model – offering different subscription levels to meet the varied needs of users, allows everyone to join and use the software, rewarding the philosophy of the paying user, depending on the number of records, users, or level of complexity. Another possibility is offering a free version to allow access to basic functionalities, thus attracting users and encouraging them to subscribe to paid plans.
6. Community and online support
In this point, I emphasize the importance of creating an online community for members to share experiences and tips and participate in conferences, meetings, and podcasts on the topic. Other ideas include offering robust technical support to the community to ensure user satisfaction, quickly resolving any questions or problems, and creating a plan that rewards the most active members or those responsible for referring new users who join paid plans.
7. Continuous improvement
Investing in research and development to keep the software updated with the latest technologies and trends is crucial at this point. So it prioritizes system usability and the absence of errors, implements a continuous improvement procedure and simplification of processes, and launches regular updates with new features and improvements based on community user feedback.
After 40 years of experience in this area, I have identified some ideas and strategies. Ultimately, the most important thing will always be to make the advantages of this new innovative software known to as many people as possible.
*This article was originally published in Empreendedor.