The ERP software landscape is a thriving one, with an increasing number of end-user businesses relying on systems such as Microsoft's Business Central to streamline their operations. However, as the market becomes increasingly crowded, ERP resellers and providers need to market their products effectively to stand out from the competition. This article covers some effective tips on how to market ERP software and ensure that your ERP sales strategy is effective in achieving your goals.
Getting to Grips With Your Target Audience
The first crucial step in effectively marketing your ERP software is gaining a comprehensive understanding of your target audience. This requires an in-depth analysis of who your potential clients are, their specific requirements, and how your ERP software aligns with these needs.
It's useful to segment your customer base on different parameters, such as their industry type, business size, technological capacity, and the specific issues they're looking to address by using an ERP system. For instance, a small start-up in the tech sector may have vastly different needs from a well-established manufacturing company. How we market our ERP solutions will differ quite considerably with both.
Possessing this detailed understanding of your audience helps you refine your messaging and optimise your marketing strategies to appeal directly to the unique needs of each segment. By doing so, you'll ensure that your product is being marketed to those who stand to gain the most from its features and capabilities. This approach not only aids in capturing the attention of your potential customers but also in fostering a deeper connection with them by demonstrating a clear understanding of their unique needs and challenges.
This tailored approach to marketing communication may require an investment of time and resources, but it ultimately leads to a more effective and impactful marketing strategy. Your audience will feel understood and valued, which in turn can enhance brand loyalty and lead to higher conversion rates. Remember, effective marketing begins with a clear understanding of your target audience's needs, preferences and pain points.
Developing A Value Proposition That Resonates
A compelling value proposition is essential in distinguishing your ERP software from others in the market. This proposition should be an engaging summary, detailing the unique features and benefits of your software. Furthermore, it should demonstrate how your ERP system solves customers' problems in a superior way compared to other solutions available.
The key to a powerful value proposition is specificity and relevance. What makes your software stand out? How does it directly address the needs of your customers? Your value proposition should answer these questions in a convincing and targeted manner.
Ensure that this proposition is echoed across all your marketing channels, providing a consistent message that engages your potential customer base. Whether it's in an email marketing campaign, on your website, or within a brochure, your value proposition should resonate with your target audience and drive them to consider your ERP software as their solution of choice.
Crafting a compelling value proposition requires a deep understanding of your software’s strengths, a clear perspective on the market landscape, and most importantly, a thorough knowledge of what your customers truly need. All of these aspects need to be woven seamlessly into your value proposition, to create a clear, concise, and persuasive message that effectively differentiates your ERP software from the competition.
Remember, a compelling value proposition is more than just a unique selling point, it’s the core message that sets your software apart and convinces your target audience that your ERP solution is their best choice.
Note: where you're reselling an existing ERP solution, you'll need to think about the value that you add as a reseller. Are you incredibly experienced in it? Does the tech vendor look to you as an expert? What nuggets of gold can you leverage in your proposition? Simply saying you're an ERP provider won't cut it.
Do your research
Instead, identify niche keyword phrases such as "how to use erp software", which has a difficulty score of 24. This might still take a bit of time, but it'll be easier to achieve. This specific phrase has an average volume of 10 searches per month. That doesn't sound like a lot, but there's an opportunity to build credibility and educate - which is definitely the long-term objective here. You can identify keyword trends through most SEO tools.
As well as SEO (which stands for search engine optimisation) research, look at what competitors are doing. There is absolutely no point in just copying what they have done. Instead, try and do things better. Provide first-party data, expert advice and guidance. Don't simply just create a blog about what ERP is.
Leveraging Content Marketing
Content marketing stands as a potent instrument to connect with your target audience, position your brand as an industry expert, and offer potential clients a detailed understanding of your ERP software. The core of this strategy lies in the creation of captivating content, such as informative blog posts, comprehensive white papers, in-depth case studies, educational webinars, and engaging videos.
Each piece of content should be aimed at delivering substantial information on ERP systems and more specifically, the distinct solutions your software provides. The aim is not just to promote your software, but to educate businesses about how it can empower them to improve efficiency and effectiveness. Each piece of content should be devised in a way that encourages your audience to share it within their networks, increasing your visibility and reach.
To execute an effective content marketing strategy, it is crucial to understand your customer's information needs and challenges. By doing so, you'll be able to create content that speaks directly to these needs, providing not just a solution but also positioning your brand as a trusted source of information in the ERP sector. This positions your ERP software not just as a product, but as a knowledge-based solution that adds significant value to their business operations.
However, it's important to remember that content marketing is not a one-off tactic, but a long-term strategy. It requires consistent creation and sharing of high-quality, relevant content to keep your audience engaged and coming back for more. Through regular engagement, you can build a solid relationship with your audience, instilling trust and positioning your brand as a reliable partner in their growth journey.
In essence, the goal of content marketing is not just to sell your ERP software, but to establish your brand as an authority in the ERP space, educate your potential customers, and create a community of engaged and loyal users. By doing so, you'll be able to reach a broader audience, generate more leads, and ultimately, increase your sales.
Leveraging Social Media and Digital Platforms
The digital landscape provides an expansive canvas to engage with your potential audience, generate leads, and cultivate relationships with your prospective clients. LinkedIn, Twitter, and Facebook are among the platforms that can be utilised for this purpose. Sharing relevant and captivating content on these platforms not only extends your reach but also helps you initiate conversations and receive feedback from your audience.
Beyond social media, it's also worthwhile to explore the potential of search engine optimisation (SEO), paid social media advertising and pay-per-click (PPC) advertising. These strategies aim to bolster your online visibility, driving increased traffic to your website and promoting higher engagement. SEO focuses on enhancing your website's organic ranking in search engine results, while PPC is a paid strategy that places your ads at the top of search results, thereby attracting immediate attention.
However, a successful digital marketing strategy does not stop at simply creating an online presence. It's also important to engage actively with your audience by responding to their comments, answering their queries, and being a part of relevant discussions. This interaction helps in building a community around your brand, instilling a sense of trust and reliability in your potential customers.
Additionally, make use of analytics tools to understand your audience's preferences and behaviours. This valuable data can provide insights into what kind of content resonates most with your audience, the best time to post, and which platforms drive the most engagement and leads.
With the ever-evolving digital landscape, it's also crucial to stay updated with the latest trends and adapt your strategy accordingly. Whether it's a new social media platform gaining popularity or changes in search engine algorithms, being proactive and adaptable can help you maximise your digital marketing efforts.
In essence, leveraging social media and other digital platforms offers a direct and interactive way to engage with your audience, share your brand story, and amplify your ERP software's unique selling proposition. When executed effectively, digital marketing can significantly contribute to raising your brand's profile, generating leads, and ultimately, driving sales.
Building Partnerships and Alliances
Expanding your network through strategic partnerships and alliances can serve as an effective method to magnify your market reach and bolster your credibility in the ERP software landscape. These collaborations could range from forming ties with other software vendors to engaging with consultants, industry thought leaders, or influencers who can promote your ERP solutions within their circles.
Further, your company could consider aligning with industry-specific bodies. This not only offers an opportunity to stay updated with industry trends and regulations but also presents an excellent platform for brand visibility and networking. Participation in industry-related events, expos, or trade shows could also offer a gateway to showcase your product to a diverse audience, generate leads, and potentially form new alliances.
Partnering with companies that offer complementary services can also prove advantageous. For instance, a tie-up with a cloud service provider can be a great selling point for clients looking for a comprehensive solution. Such alliances allow you to deliver added value to your clients while tapping into the partner's customer base.
Remember, the foundation of any successful alliance is mutual benefit. Therefore, when exploring potential partnerships, it's crucial to ensure there's a clear value addition for both parties. The objective should be creating a win-win situation that accelerates growth, extends market reach, and enhances the overall value proposition of your ERP software.
However, it's worth noting that building fruitful partnerships is not an overnight process. It requires careful planning, open communication, and patience. So, it's essential to remain diligent and proactive in nurturing these relationships for long-term success.
In a crowded market, strategic alliances can be the differentiator that propels your ERP software to the forefront. So, whether it's a partnership for joint marketing initiatives, shared expertise, or co-development of solutions, these collaborations can significantly enhance your market standing and growth potential.
Offering Free Trials and Demonstrations
Free trials or demonstrations of your ERP software can serve as a highly successful part of your marketing strategy. This approach enables potential clients to explore your product in a risk-free environment, allowing them to grasp how the software operates and realise its value proposition. It's imperative to ensure that your software is user-friendly and straightforward to set up, particularly during this trial phase.
Providing ample support and training resources during the trial period is essential. This not only helps users gain a better understanding of your software but also positions your brand as supportive and customer-centric. These interactions can help foster a positive relationship with your potential customers, increasing the likelihood of them choosing your software in the long term.
Keep in mind, that the main goal of offering free trials and demonstrations is not just to showcase the functionality of your ERP software but to illustrate how it can provide a tangible solution to your potential customers' business challenges. By demonstrating the practicality and benefits of your software in a real-world scenario, potential customers are more likely to understand and value the advantages your product offers.
Remember, the value of a free trial extends beyond the trial period itself. Feedback gathered during this phase can be an invaluable source of insights for refining your software and marketing strategy. By analysing user behaviour and feedback, you can identify potential areas for improvement, tailor your product to better meet customer needs and make your value proposition even stronger.
In essence, offering free trials and demonstrations is a powerful strategy for marketing your ERP software. It not only enables potential customers to experience your software first-hand but also provides you with an opportunity to demonstrate your commitment to customer satisfaction and continuous improvement.
Continually Monitoring and Optimising Your Marketing Efforts
In the realm of marketing ERP software, your strategy should not be static, but rather a dynamic and evolving entity. This involves not only devising and implementing marketing tactics but also regularly assessing their effectiveness. Through an ongoing process of tracking key indicators such as web traffic volumes, lead generation rates, conversion percentages, and cost per customer acquisition, you can gauge the success of your initiatives. This will help identify what works well and areas that require modification.
To optimise your marketing efforts, customer feedback should be at the forefront. Listening to your customers can reveal invaluable insights about their preferences, challenges, and the effectiveness of your marketing communications. Regularly soliciting and analysing customer feedback allows for the refinement of your marketing strategy, ensuring it remains relevant and impactful.
Equally important is the need to stay informed about evolving market trends. As the ERP software landscape continually evolves, being aware of these changes allows for timely adaptation of your marketing approach. This proactive approach can give your business a competitive edge, ensuring that your marketing efforts resonate with the current needs and preferences of your audience.
Remember, effective marketing is a continuous process of learning, testing, measuring, and improving. By committing to this cycle of continuous improvement, you can ensure your marketing strategy remains robust, relevant, and ultimately successful in driving your ERP software sales. Your marketing efforts should be a living, breathing part of your business that evolves with your audience, the market, and your company's growth.
Seek Third-party Support
If you're struggling to gain the traction that you want or need, it might be time to engage with an experienced channel marketing agency, like us! By doing so, you'll be able to work with experienced marketers who have delivered ERP GTM campaigns time an time again.