Make your software more buzz-worthy

November 24, 2006

Creating a buzz takes some strategy and consistent effort. It also takes an exceptional product or service. One area that has a lot of advantages for creating buzz is software.

Think about it. Can I get beta uses for a child safety seat? Can I change the product in 5 minutes if I sold you a microwave that had a bug? Could I give you a free 30 day trial of my book, Buzzoodle Buzz Marketing?

Software, especially web-based software, has huge advantages. But first, what are some of the disadvantages.

Competition – The low cost of entry makes it hard to create software that is truly unique, useful and defendable.
Trust – People do not know if your software will damage their computer or pose a security threat.
Information Overload – You may think your software is cool, but people have too much information already and unless you offer a huge value, they will not care about what you are offering.

Word of Mouth and Buzz are the difference between success and failure for your new software product. People trust people they know, and if someone recommends your software, they will be much more likely to try it. They will also be much more likely to put the time into getting to know the software, and not just dismissing it.

Buzz is also the biggest competitive advantage you can have against others doing the same kind of thing. Look at Face Book and My Space. My Space got the buzz and the big payout.

Here are the critical things you need to do to get buzz for your software or website:

Plan extra time into your development to do beta tests with the public. Get people to sign up, communicate with them and build a fan base among them by addressing their comments and ideas.
Assume that the real works after release. Everyone, me included, hopes that as soon as you release something it will be so good that it takes off and sales pour in. The fact is, you have to constantly promote your product and create awareness. It is harder than the actual development, because it is far less certain. Just assume you will have to spend at least an hour a day promoting your software and make a plan to do just that.
Recruit advocates – Communicate with your customers. Make it easy for them to refer a friend. Make them ambassadors for you by giving them a good product and building better relationships with them.
Get Testimonials – Every chance you get, solicit testimonials and publish them on your website.
Build Partnerships – If you know of software that is valuable to the same customers you are targeting, consider a partnership with the company. Package the two solutions together or at least refer people between the sites.
Help people be successful – Have a good help system and support so that customers will be successful with your software. This will make them much more likely to create positive word of mouth, which is paramount for your success.
Don’t wait until the complaints get loud. Often with software, people may point out minor improvements you can make or little bugs that do not stop them from using the solution, but do make it less pleasant. Often you will wait and only fix the things that are causing the loud complaints. This is a mistake in the long run, because you are not addressing the customer’s concerns and they could eventually abandon your product in favor of a competitor that they feel will be more responsive to their needs.

You should assume that someone (maybe a competitor) will question your client’s decision to purchase your product. Will your client react with confidence that they made the right decision? If they are not championing your cause, they are just waiting for someone to come along with a better offer.

If you think this is useful, digg it here.

- Thank You!

Posted by Ron McDaniel | Filed Under Blog, Buzzoodle, Small Business