Marketing Software

6/2/2005 9:56:23 AM

Marketing Software

Sharon Hously writes about how she and her company, NotePage, launched a new software application, FeedForAll. I’ll summarize her successful marketing techniques with some of my own commentary.

Traditional product marketing

Traditional marketing was employed such as press releases and submission versions aimed at the journalists, coupons and time-limited evaluation versions for potential customers, and white papers to specific industry customers.

Starting at the beginning of the technology growth curve, NotePage marketed heavily to early adopters. For example, NotePage invited beta testers to email the company if they wanted a discount on the released version. They also reached out to user groups, with online discount coupons, product literature, and a free Power Point presentation.

Newsletter and Articles

A key part of the marketing strategy was time to market. RSS was an emerging technology, and, by arriving early and owning the education of a new and unfamiliar technology to the public, NotePage could emerge as a leader in the industry.  Newsletters were published regularly and frequently, and free articles were provided to opt-in publications and websites. These newsletters and articles, in turn, increased traffic and page rank and link popularity of NotePage. NotePage also added to the mix several free and popular RSS tools, further cementing themselves as the experts in RSS technology.

Around 1994, Charles Ferguson (founder of Vermeer Technologies, which produced FrontPage, the first webpage editor) wrote a prescient article about the growth of the Web in Upside Magazine, a popular hi-tech magazine of its day. At the time, websites was not current technology, and Ferguson often referred to web sites, especially in his business plan, as “online services.” The huge attention that befell his company because of his article led to its acquisition by Microsoft.

Portals

As part of the educational role NotePage filled, multiple portals were created that educated users in the different aspects of RSS and referred back to FeedForAll. These portals drew a lot of targeted RSS traffic, which was redirected back to the company and help improved its search engine popularity further.

This is the same strategy employed by Palo Alto Software which hosts multiple sites for their software, Business Plan Pro. A bplans.org site for business plans refers back to Palo Alto Software’s main site. There is also other sites focus on marketing plans and web strategy planning.

One other note: In employing the use of portals, content sites like ArticleCity.com include free content and articles that one can use to quickly build a full site or portal.

Partnerships

With the leadership position established, NotePage turned to partners for mutually beneficial marketing opportunities like link reciprocity and affiliate programs. NotePage’s partner program offered promotions in RSS portals in return for partners plugging FeedForAll in their sites, newsletters, blogs and forums.

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My name is Wesner Moise. I am a software entrepreneur developing revolutionary AI desktop applications. I worked as a software engineer in Microsoft Excel group for six years during the 1990s. I worked on PivotTables and wrote the most lines of code in Excel 97-- about 10 times the median developer. I have a Harvard BA in applied math/computer science and a UCLA MBA in technology entrepreneurship. I am a member of the Triple Nine Society, a 99.9 percentile high-IQ society.

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