Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

on this Glossary page, you'll find these words and phrases

satisfaction, scannability, scraper, screen shot, screencast,
search engine, search engine marketing, search engine optimization,
search engine results page, seeds, self-mailer

satisfaction satisfaction - The feeling of contentment or pleasure that comes from buying software. Software companies have to do more than create and deliver good applications. Developers have to figure out what it takes to satisfy customers, and deliver whatever is necessary. "Your job is not to deliver a service," says Harry Beckwith, the author of The Invisible Touch - The Four Keys to Modern Marketing. "It is to create satisfaction." It's not enough to satisfy customers. You have to deliver software that surprises and delights them if you expect them to tell their friends how great your software is. Customers are more and more picky. So, you have to continually make your delivery stronger. Conveying quality, Beckwith tells us, is as critical as delivering quality. scannability scannability - The effectiveness of your website in delivering your sales message to website visitors who quickly scan your pages. Most people scan web pages. There's also a small group of people who will carefully read every word. Good software marketing demands that you appeal to both groups. scraper scraper - Crawlers that copy the text, images, and everything else from your website. These are the bad robots that visit your site. They are not your friends. screen shot screen shot - A .GIF, .PNG or .JPG image on your website that portrays a key screen image from your software. One effective technique is to display a thumbnail image of the screen shot which, when clicked, brings up a full-screen image. A good SEO practice is to name your screenshots meaningfully. By giving these images keyword-rich names, and by using meaning alt text with each image, you help yourself in the search engines. screencast screencast - a webcast consisting of a series of screenshots and a voice-over audio track. More and more, microISVs are using screencasts as a software marketing tool. If I had "one word of advice" for software developers who want to create a series of screencasts, it would be, "Design before you start coding." It's a mistake to press the "record" button and start talking, without creating at least the outline of the script that you're going to record. Screencasts are a software marketing tool. Make sure every sentence that you recite, and every screenshot that you display, add to the software sales process. search engine search engine - A website that allows users to enter keywords and key phrases, and be served a list of URL's whose pages contain those words. For mISVs, search engines are generally the primary driver of sales. Software buyers use search engines to find the websites that offer the software products and services that they want to buy. search engine marketing search engine marketing (SEM) - Marketing on the Internet by tapping into prospects' use of search engines to find the things that they want to buy. SEM includes both paid advertising on the search engines as well as organic search results. search engine optimization search engine optimization - Carefully crafting each web page on your website to maximize its visibility on search engine results pages (SERPs). As a general rule, the higher up your web page appears on SERPs, the more likely you'll get web traffic from that particular search. search engine results page search engine results page (SERP) - The web page that a search engine displays after a user types keywords or key phrases and clicks the "search" button. seeds seeds - Dummy or decoy names that are added to a database that is rented to business people. Most postal mailing lists are rented for one-time use. To ensure that the list isn't used over and over, seeds or dummy names are added to the list. These seeds receive the postal mailing that the list renter sends to everybody on the list. And if the renter uses the list a second time, he or she will get caught. In viral marketing, the word "seeds" has a different meaning. Seeds are key people whom you want to start spreading the word about your new product or service. self-mailer self-mailer - A direct-mail term that refers to an all-in-one mailing piece. A self-mailer includes the outer envelope, letter, flyer, and reply card or reply envelope. A self-mailer is contrasted with a letter kit, where each component (letter, envelope, reply card or reply envelope) is a separate piece. See letter kit. Software Marketing Glossary Quick Links: Lists: computer, business , education, multimedia, game, programming, others Ordering: place an order, prices and time frames, sample news releases, about us Information: free newsletters, press release FAQ, software marketing glossary Copyright © 1997-2011 DP Directory, Inc.

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Glossary Index A - B - C - D - E - F - G H - I - J - K - L - M N - O - P - Q - R - S - T U - V - W - X - Y - Z Table of Contents of the - S - pages: sales funnel sales message satisfaction scannability scraper screen shot screencast search engine search engine marketing search engine optimization search engine results page seeds self-mailer selling selling to families share of mind shareware Shareware Industry Conference (SIC) shareware marketplace shelfware shopping shopping cart SIC - Shareware Industry Conference and Software Industry Conference SIC - Standard Industrial Classification sign-in signature file siloing site license site map social bling Software Industry Conference Software Marketing Book Club solution sound bite spam spell checker spider splash page spyware stakeholders stemming strategy strategic partnership strategic planning subdomains subscribers success Success Leaves Clues sugging suite suspect synonyms system requirements Advertising costs a lot. Press release campaigns are affordable. The news release that you submit to the editors and bloggers has to be in a format that they can use. Hire a professional marketing guy to write your New Product Announcement. Don't rely on another programmer who is sending press releases as a side business. You owe it to yourself to work with a professional press release person. Subscribe to this free marketing newsletter only if you want to sell more software. In Al Harberg's free monthly Software Marketing Newsletter, you'll read tips about writing newsletters, news releases, and PAD files. Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.