4. Consider a freemium model. "Another option is to offer freemium versions of your software--free access to basic features with the option to access premium features for an upgrade cost," says Michelle Nerlinger, director of Marketing at SafeNet, a data protection provider. "It's a smart up-sell path that can encourage paid licenses." Adds Ryan Connors, the marketing manager at Apptegic, a customer engagement solution provider, "By breaking down the barriers to adoption, you'll find people more eager and willing to try out your software and service."
5. Include a video of how your product works. "Have a one- to two-minute video explaining your product or service," someplace obvious on your Website, advises Alex Capehart, vice president of Strategic Accounts at hosting service Media Temple. "Animation is great for a simple product breakdown, and a video of employees can give a human side to a technical service folks might not understand. It works great for us and engagement is high!"
6. Show customers you understand their pain. "Whether it's telling stories to highlight how your software makes life easier, or alleviating fearful or cautious emotions that come with a potentially substantial investment by providing valuable information, creating human connections around your product is a powerful way to stand out against the competition," says Seth Lieberman, the CEO of SnapApp, a marketing platform for creating interactive content to drive leads and engagement.
7. Include product feature/benefit comparison tables. Including "product feature and benefit comparison tables, which that show your product in the best light, is essential," says David Howard, a principle at marketing firm Consultiq. "They summarize in an easy to read format the tradeoffs that a buyer has to consider in the purchase cycle. So long as you have a competitive offering, there's no reason to be afraid to do this."