The slow global economy presents some unique software marketing challenges. Not only do software firms have to deal with the industry transition to software-as-a-service (SaaS), but the recession is dealing many companies a double whammy!

What are some winning strategies for software marketing in a slow economy?

Bottom line, your goal should be to do more with less… and then do even more with even less. But that does not mean cutting back on getting your message out there. Instead, you just have to figure out some more creative ways to do it more cost-effectively.

Here are four tips for software marketing on a budget during slow economic times:

1. Drive Viral Marketing Through Current Customers.

Start a referral program. Re-engage current customers for feedback to make your product or service even better.

2. Show how your Product Saves Money.

Does your positioning need an overhaul? In a recession, customers care about today’s bottom line. They are not investing for the future. Write an article describing how your software saves them money (or stops them from wasting it) and post to online article sites, in your newsletter and on your website.

3. Sponsor a Competition.

This doesn’t have to cost you much money. Offer a bonus of some sort, and a spotlight on your website to the winner(s). The type of competition you run will depend on your market segment. For example, if you sell nutrition software you could run a competition for the best, most nutritious recipe. Promote it to blogs and magazines in your segment.

4. Lockin with a Free Trial.

Many software companies now offer a free trial of their product. The challenge is how to upsell trial users to paying customers. It is important to figure out a creative way to lock in the user. Make it painful for them to stop using your software. Make it easy for them to pay on a low-cost subscription basis.


Joanna Lees Castro is owner of Software-Marketing-Advisor.com, a resource for software and services companies wanting to grow their business strategy, marketing and sales capability in a services-oriented world.

For additional tips on software marketing in a recession and to vote in our poll go to http://www.software-marketing-advisor.com/marketing-in-a-recession.html