Apart from topping the products and services you offer, investing your time, money and energy in attracting right kind of leads to your website will help you stand out and prosper. But any lead generation strategy is of no use until it isn’t helping you build real relationships with customers. But whatever you chose to do there’s one thing you need to keep in mind. The next worst thing a marketer can do to structuring an ineffective marketing strategy is putting inconsistent efforts towards a well-made plan. Here are some lead generation techniques for software companies:

1. Be persistent towards Inbound Marketing strategies.

The benefits of a niche inbound campaign grows over a long period of time apart from giving lasting competitive advantages over contemporaries. The sooner you start sowing, the sooner you will reap. It would be great if you have a bold inbound marketing plan that will help your software company prosper in place, it is also okay if you don’t yet. What’s not okay is undermining the power of this strategy. Here are some of the most effective strategies:

SMO – Social Media Optimization

You don’t have to be active on every platform. Try for yourself and analyse which platform works best for you and invest your efforts in making the most of that platform. Starting from ground level on these platforms and reaching out to people to create an audience for yourself might feel like a task at the beginning, but it is going to be worth it. Use it to engage your audience instead of just bragging about the services you offer.

SEO – Search Engine Optimization

Yes, ranking well in search engines and building website authority takes time, effort and resources. But better the visibility of your website in the eyes of search engines, higher the ranking, and more the chances of attracting potential customers to your site. Both on page and off page optimization techniques should be employed for (comparatively) quicker and long lasting results.

PPC (Pay Per Click) Campaign

Search engines and well as social media platforms offer Pay Per Click services for businesses to display ads. It is an online advertising model that allows businesses to place advertisements on a website; every time a user clicks on your ad, you pay the website money for every ‘click’. Though it is going to cost your company a part of your promotion budget, it is something that’ll bring filtered users to your site that are already interested in your product.

2. Content that solves problems or educates the audience

Every single person, who has a smartphone, turns to the internet for the smallest piece of information they need. Create content that answers the user’s questions, helps them solve an issue revolving around your product/service. Enlighten them with engaging facts and stats related to your field. Offering them relevant organic content that helps them won’t just make them believe you are an expert in that particular field but also improve your search engine ranking.

3. Trade your expert content for email addresses

While people like freebies, the best things in the world are never ‘free’. Encourage email subscriptions by withholding your expert content. This will help you create a database of people who have genuine interest in what you have to offer. You can also ask for additional details (address, phone number, etc.) as per your need; these fields can be made ‘mandatory’ in the subscription form if required.

4. Offer downloadable resources

Nothing better than resources that can be viewed and accessed offline at own convenience. Prepare solid content, like brochures and guides, with attractive graphics that can be downloaded as PDFs (or any other form). You can offer the content as a direct download or you can also ask for their email ID.

Remember: If you are planning on adding email addresses collected this way to your regular subscribed users list, ALWAYS ask for permission. Do not assume that someone who wanted your downloadable content must also be interested in a subscription.

5. Make an Email marketing plan

Once you have a sizeable database of emails, create an email marketing newsletter campaign that will educate your audience. Not just that, you can also tell these people about exclusive offers and discounts.

Remember: Even if you wouldn’t want to lose people, always send an ‘Unsubscribe’ link in your mails. You know what they say, “Don’t stay where you’re not appreciated”.

6. Build a strong LinkedIn profile

Apart from your social media campaign, LinkedIn is one platform that will help you create a bold professional presence. It is one great lead generation strategy for technology companies to be heard clearly in the crowd. Try to stay as active on your LinkedIn page as possible. Post modestly about your achievements and catalogue your products.

7. Optimize digital presence for mobile web browsers

This one is a no-brainer. Make sure you build a website with responsive web design that is compatible with every type of device (mobile, tablet, laptop, etc), operating software (Android, IOs, etc) and web browser (Chrome, Firefox, etc). A person’s world lies in his smartphone, so make sure your site is mobile friendly.


8. Add ‘chat box’ feature on your website

A chat box can take you few steps closer to converting a lead; before they make a purchase or subscribe to your site, users may have some tiny details they’d like to get clarified. Real-time assistance in the form of a ‘chat-box’ is more helpful than an email address where you invite people to send-in their queries. You can create auto responses for questions or allocate human resources to answer queries. At the same time, remember that prompt responses and direct answers to queries or enquiries are crucial – don’t make them wait, because they won’t.

9. Incorporate a catchy contact form

Contact forms make for one of the oldest lead generation methods; almost every website offering some kind of business has it. Some of the information you can collect through contact forms is:

  • Personal details (phone number, email address, home address, etc.)
  • Sales-related details (tentative period until purchase, whether they’d like to be contacted by a sales representative, etc.)
  • Subscription/Newsletter details (whether they’d like to receive updates about services, products, etc.)

This form can either pop-up at the end of the page, or as soon as a potential user lands on your site (or any time in between, as you deem fit).

10. Harness the power of visual medium in its fullest

Tap into the infinite potential this medium has to offer and make the most of it. Apart from creating written content, make videos explaining how things work, why is your product the best, how your service can make the user’s life easier, etc. However, don’t just focus on that; focus on engaging and helpful videos as well that will teach your audience a thing or two.

11. Keep pricing transparent

This may not be one of the core lead generation strategies to attract leads, but it definitely brings the user one step closer to making a purchase. If you decide not to mention the pricing and instead mention a different call-to-action, that’s okay too. However, including a pricing page eliminates the possibility of losing a huge percentage of leads to a competitor offering competent prices, but for substandard services.

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Mrunal Belvalkar

Mrunal Belvalkar


Having completed Masters in Microbiology, a fluke job she took up fresh out of college made Mrunal realise her true calling – writing. Since then, she has gotten her hands dirty with every kind of linguistic job she could find – from working as a writer for a website, to editing educational books and novels, to working as a German Language specialist for the e-commerce giant Amazon. Currently she is working on translating a Marathi novel into English, while trying to pursue the scores of other creative activities she likes to indulge in, in her free time – reading and traveling being right at the top of the list.