How successful software development companies use inbound marketing

Lead Generation
-minute read

How successful software development companies use inbound marketing

Written by
Jo Sharma
Published on
April 3, 2024

For software development companies aiming for business success, growth is critical.

A study by Brafton found that content marketing can increase the organic traffic and search rankings for software development companies by 133%. And yet many software development companies are missing out on this piece of the marketing puzzle.

We’ve put together a list of strategies that the most successful software development companies are using for their inbound marketing.

Read on to learn how you can use some of these strategies to take your inbound marketing to the next level and grow your market share.

Whitepapers and ebooks
Creating whitepapers or ebooks can help you gain access to potential customers. By providing well-researched and useful content for free with the exchange of an email address, you’ll also grow your email list. That means you can let your subscribers know about new products, give them information about how you can help them, and encourage them to keep visiting your website.

There’s a reason why so many software development companies have been launching company blogs. With so many software companies to choose from, you need to stand out. Potential clients are increasingly spending more time researching their options. If your company pops up in front of them again and again with quality content, you’re more likely to be considered as a possible candidate.

Regular blogging helps build trust, setting you up as a thought leader. But blog posts need to be jargon-free and address your visitors’ questions. You can do this by developing buyer personas so you can know what kind of information they’re looking for, their pain points, and the best approach for comprehensive blog posts.

Landing Pages
While you may assume your homepage is the most valuable page on your website, your landing pages should be your main focus. These include product pages, support pages, about us, resource pages, and more.

When people use Google to search, or previous clients recommend your services, visitors are unlikely to arrive on your home page. Instead, they’re more likely to click directly onto your product pages. And the content on these pages need to be good enough to convince those people that they need your software development services for their businesses.

Whether your key conversion metric is an ebook, whitepaper, or free trial, the fact is that most visitors won’t immediately take the action you’re hoping for. That’s why using retargeting can help you dramatically increase your conversions.

Retargeting helps you track your website visitors and re-engage with them. You can use online ads as they use social media and other sites across the web.

Calls to Action
When you’re generating leads, your conversions need to be effortless. That means that your website needs easy-to-use and clear calls to action. Tell your visitors exactly what it is that you’d like them to do. Don’t confuse them with a bunch of options, and ensure it grabs their attention with actionable language so they’re more likely to take the next step.

Case Studies and Testimonials
B2B software development is a competitive industry. And you need to show potential customers that your products have worked for your previous customers. The people who are making decisions about whether their business will work with you need to feel confident in your ability and reputation.

Success stories, case studies, and testimonials build authority and trust, combining customer narratives with cold-hard results.


Need some help with inbound marketing for your software development company? Get in touch today to learn how we can help.

Jo Sharma

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