1. What are the responsibilities of a Software Marketing Professional?Answer:
Whenever you are going to an interview, always be prepared to answer this question. Your answer to this question immediately tells the interviewer these three things:
i.) How aware are you about the requirement?
ii.) How prepared are you for the interview?
iii.) How ready are you to take up all those responsibilities?
The main responsibilities of this position are:
i.) To study the market size, customer behavior, competition and develop the strategies for your own product.
ii.) Work on product positioning and branding to increase the sales revenue and profit.
iii.) Create campaigns that maximize existing customers and attract new ones through online and physical sales.
iv.) Manage and maintain the product’s website and presence on other online stores.
v.) Work on product launches and organizing other events like seminars, webinars, reseller meets, exhibitions etc.
vi.) Collaborate with content development team to develop creative and engaging content to be used online and in the print.
vii.) In addition to all these, you also create PowerPoint presentations, datasheets, white papers, customer case studies, and training materials to be used by the customers and partners.
viii.) Develop various kind of reports for the management so that the further plan of action can be decided.
2. Tell us about some marketing initiatives you would take to increase the online sales of a software. Answer:
Developing a great app or software does not mean it would sell. Here are a few tips that would help you increase online sales for your software:
i. Offer a Freemium model:
Here, you offer the user with some basic features of the software with an option to upgrade it to use its premium feature for a cost. This encourages people to buy your software.
ii. Give a free trial:
In this case, the customers get an opportunity to evaluate your software completely and see if it meets their requirements. Once they are absolutely satisfied and happy, they pay for it.
iii. Provide complete information and pictures
- about the product on all e-Commerce platforms. In this case, it may be the screen shots or box covers.
iv. Make your contact details available on your website:
This builds the trust and sense of security in the buyers.
v. Offer customer support:
Again, this increases the level of trust.
vi. Money-back guarantee:
A short money back guarantee promotion increases the sense of security and need to act urgently
vii. Use multi-channel marketing approach:
If your budget permits.
viii. Use industry-specific forums:
Participating in forum discussions and providing honest opinion increase trust level. In the process of doing so, provide a link to your products as well.
ix. Have a third party review:
Third party validations are a good way to build the trust and hence increase the sales of your product.
x. Include a short video:
A short and interesting video helps even the non-technical users to quickly understand your product.
xi. Add human touch:
Adding some real stories about how people use your software and benefit from it, is a quick way to build the connection with your buyers.
3. What things would you consider while creating an inbound marketing plan?Answer:
Inbound marketing refers to the technique of attracting customers to your products and services through various means of marketing like content marketing, social media marketing, SEO and other branding activities.
Following are some important things to consider while trying to develop an inbound marketing plan:
i. Set a goal:
Before you start strategizing, it is important to know what are you trying to achieve. Set a target of the desired number of downloads, subscriptions or sales that you are trying to achieve through this plan.
ii. Know your budget:
Knowing how much money you have helps you decide on the best ways to spend it.
iii. Know your audience:
Knowing your buyer's age, location, gender, income etc. allows you to create content that would appeal to them.
iv. Create content:
Engaging content is essential and important aspect of inbound marketing.
v. Know the best time:
The time at which you get the content across to your audience is as important as creating an engaging content.
vi. Track your results:
You can use Google analytics to track your campaign progress. This allows you to fix your approach, if need be.
4. We want to develop some video content to market our software. As a software marketing executive, what things would you focus on?Answer:
Video content is one of the upcoming marketing tools because the customers prefer to see a video rather than reading about a product. Some of the qualities of a good video are:
i. Make engaging videos:
You might be marketing a serious product like a software but your videos can be light, humorous and still be engaging. The audience get more attracted to such videos.
ii. Animated infographics:
Infographics about the industry, company and the issue as a whole help tremendously in connecting with the audience.
iii. Include content that can be useful:
Include valuable, useful and educational information to make it easy to understand for your audience. It could be a small tutorial or a demo of your product.
iv. Include Client Testimonials:
Validations from a third party do help. If you have some client testimonials, include them.
v. Provide a link to the product:
This helps the people know where they should go to find more information or order the product. Providing the contact information helps in generating the leads.
5. What are the various medium to build an awareness of your software product?Answer:
The various media to build an awareness about your product are:
i. Print Media
ii. Online Media
iii. Events - like Exhibitions, Reseller summits etc.
Some of the activities that you can perform to promote your product in print and online media are:
i. Getting your product reviewed by the editorial team of relevant print magazines and websites bundling the trial version of the software in the accompanying copy of the magazine.
ii. Bundling the trial version of the software in the accompanying copy of the magazine.
iii. Getting the press releases and interviews published.
iv. Bundling your software with other software that complement yours.
v. Free video and textual content for promotion on Social Media.
vi. Paid advertisements.
vii. Running discounts and offers for your various groups of customers.