October 30, 2020  
 
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Marketing a Database Management Software Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a database management software business, exceptional marketing may well be the determining factor in your long-term survival and success.

For a database management software business, a great business model doesn't guarantee solid revenues.

Marketing increases the brand footprint of a database management software business using a carefully crafted mix of techniques and tactics.

Social Media Monitoring

Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. These days, database management software businesses are especially vulnerable to negative exposure through social media. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.

Product Knowledge

There is no substitute for being able to speak convincingly about your products in a database management software business. Small product details translate into key value propositions which are critical for distinguishing a database management software business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.

Email Campaigns

Email campaigns make use of the fact that most consumers and businesses receive information electronically. More than 50% of all email users check their inbox six or more times a day. What does that mean for your company? It means the odds are in favor of email campaigns actually connecting with customers. For database management software businesses, the real challenge is compiling a substantive quantity of qualified email addresses. If you're working under a tight deadline or can't afford the time to create lists in-house, consider purchasing email lists from premium providers.

Additional Marketing Advice and Related Articles

We would like to share these additional resources with you.

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Conversation Board

The best marketing advice often comes from your peer business owners. Do you have any tips or advice on marketing a database management software business? We'd love it if you could share them by posting a comment below. What marketing initiatives have you tried and how did they work out for you?


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