When I worked with Axosoft, they were a software company that built project management tools for software developers. Although they were one of the earliest players in the space, over the years several competitors had become dominant. While Axosoft’s tool was loved by the many customers they did have, it was hard to get the word out when their competition was controlling the conversation.
To help raise community visibility we used a three-pronged approach that aimed to elevate our presence with industry leaders who could help us spread the word to potential customers and newcomers who weren’t already familiar with our competition.
Establish a Presence at Industry Events
One of the key places both decision makers and industry influencers congregated was software development conferences. With this knowledge we attended key events to gain exposure and put ourselves in the on the same playing field as our competitors who were also in attendance. To draw in potential clients we used touchscreen computers as a way to show off our tool’s simple drag-and-drop interface — something that was already a hit with current customers.
Build Influencer Relationships
Because many software companies hire external consultants to help them choose and implement a project management tool, I reached out to ten of the most influential players and invited them to be a part of a video series that addressed many of the issues our clients were facing. After shooting these interviews, I then edited them into concise, helpful episodes that we distributed on social media.
Interacting with these thought leaders in a fun, personal environment, gave us the opportunity to share our brand with them in an organic way and become one their recommended options.
Generate Leads with Educational Resources
Using knowledge from within our organization and the expert advisors we interviewed above, we were able to create a lead-generating, educational resource called ScrumHub that attracted new leads to our brand. In addition to our video series, we also developed “The Implementing Scrum Guide” — a collection of infographics that could be downloaded by entering an email address.
Since the audience we wanted to attract was in the early stages of using the “Scrum” software development method, these guides became fantastic resources for both new leads and customers who used the information to successfully implement our tool. Plus, the robust, visual nature of these infographics allowed us to use multiple sections as a part of our social media and ad campaigns.
But the best part about creating these specific, valuable assets is that it boosted our organic reach and visibility on Google. Now when potential prospects use Google to learn about Scrum software development, our site appears on the first page and generates hundreds of new leads for our brand!