How do you optimize your software marketing in a recession? Marketing niche software can be a great way to do it. Research studies have shown that the most successful companies are those that increase their marketing in a slow economy to grow market share and find profitable niches.
How do you find those profitable niches for your software?
There are two possible ways to identify strong software market niches:
Spend a little time doing focused market research, and you find some segments that really are still growing despite the poor economy.
These are just some that seem strong for software marketing in 2009:
When looking for profitable niches, go as narrow as you need to in order to really over-deliver value to those target customers (so long as the niche is still big enough for you to make a business in it): for example, what about SaaS business intelligence solutions for healthcare?
Develop specific value propositions and messaging for each niche you identify, and focus your sales and marketing efforts in those niches.
Do a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to pinpoint subgroups of existing or potential customers to whom your Unique Selling Proposition (USP) is so compelling that they can’t say no even in a poor economy. Take a look at this article about finding your most profitable target customers. Then develop specific strategies that will help you target and communicate to those profitable subgroups.
If you really focus in these two areas for marketing niche software, and resist the temptation to chase leads in other segments, you can improve profit margins and gain market share. A creative market segmentation strategy can differentiate between those companies that survive the recession and those that don’t.RETURN FROM MARKETING NICHE SOFTWARE TO MARKETING STRATEGY