Sunday, 24 April 2016

Marketing a Custom Software

Custom Software Development company

Custom software is specially developed for some specific Custom Software Development company or other user with specific needs. As such, it can be contrasted with the use of software packages developed for the mass market, such as commercial off-the-shelf (COTS) software, or existing free software.

Custom software development is often considered expensive compared to off-the-shelf solutions or products. This can be true if one is speaking of typical challenges and typical solutions. However, it is not always true; custom software development by a reputable supplier is often a matter of building a house upon a solid foundation and, if managed properly, it is possible to do this quickly and to a high standard. In many cases, COTS software requires customization to correctly support the buyer's operations. The cost and delay of COTS customization frequently adds up to the expense of developing custom software.

Business processes are an important intellectual property for any software development organization. Fine-tuning and enforcing your processes through smart, fully-automated applications can help set your company apart from your competitors. Most custom software companies in India don't market their product correctly. Marketing should focus not on products but on customers. If marketing were supposed to focus the product, it would be called “producting.”But it's not is it? It's called “marketing,” which means that marketing is supposed to focus on the marketplace—and the marketplace is made up of people: customers and prospects. This focus on marketplace instead of product must form the basis of your strategic and tactical marketing—when you lose this focus your marketing loses its meaning. Start off by segmenting your market.

There are some option for creating marketing strategies. Try company size and industry sector as variables. i.e. you are looking for medium sized companies in the financial services sector. The company size and industry sector would be dependent on the previous experience of your team. Speaking of that, have you got case studies on your previous engagements? Client testimonials are also good. Your revenue comes from services. Your revenue does not come from custom software development in isolation. Position yourself to as a services firm that provides solution. Your solutions should solve business problems. What problems do your solutions solve? What problems do your clients/prospects have? Do you provide customization of 'boxed product'? Do you improve system performance or functionality? Do your solutions provide benefit to the technical side or the end-user side? What does your service methodology provide that other service providers don't? Who benefits the most from your solutions and how? The answer to these questions will build your value proposition and create a compelling story that clients will want to hear!

Identify your niche by analysing your past project successes. And ask some questions to yourself. like:
  • What technologies were used?
  • What business department did you serve?
  • What business process or function did you improve?
  • Did you save your client money?
  • Did you improve a process?
  • What industry did you serve?

Break these criteria down into a basis and you will start to see where your company has been successful - then you can begin to replicate that success.

According to those criteria plan strategy for marketing your custom software.

Some common marketing methods are as follows :
  • Continuous Search Engine Optimization
  • Affiliates marketing
  • Write newsletters and press releases
  • Get involved in online forums and blogs

Thus, the custom software development companies in India should use these strategies and points while marketing the custom software.

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