in

How to Bridge the Gap Between Technical Software and General Audiences

How to Bridge the Gap Between Technical Software and General Audiences
How to Bridge the Gap Between Technical Software and General Audiences

Knowing how to communicate with those of various experiences, backgrounds, and abilities is powerful. It’s also something that, at its core, needs a creative and human approach. Yes, use data to find opportunities and to understand which messages are working better than others, but at the end of the day, how you talk about your technical software to the layperson needs to boil down to empathy and creativity. 

Your customer does not need to know the ins and outs of your software. That’s why every successful SaaS software today does two things: 

  • Solves a pain point
  • Is easy to use and understand 

Creating a user-friendly platform that can supercharge a layperson’s abilities to do their job or passion is step one, but marketing it and campaigning for it is another challenge altogether. To help you out, use this guide to bridge the gap between technical software and general audiences: 

1.    Boil Down The Core Ideas 

The first step is to boil down your software to its most basic purpose. What does it do? The sentence should be simple, straightforward, and effective. Make sure that you clarify which industry it is for, what it does, and what problem it solves, ideally in one sentence. 

2.    Build On Concepts As Users Go Forward 


You don’t need to stick to the utter basics forever. It’s just important to lead the potential customer through the stages. A general description of who it’s for and what it does. Next step: what tasks it can do. Then continue on and on as a customer wants to go deeper so that they have the building blocks of understanding necessary to fully know your product, what it does, and why it’s right for them. 

3.    Create Marketing Content for Every Step of the Buyer’s Stage 

Creating content in that manner is a great first step in your marketing campaign. If you look at this guide, a SaaS inbound marketing campaign requires in-depth information, the strategic use of available tools, and content to be optimized based on the information you gather from analytics. You should already have content that appeals to users at every step of the buyer’s stage. Use that information to create unique campaigns that target users at each stage and bring them to your site, where they can continue their investigation right up to the point where the obvious conclusion is to subscribe to your system. 

4.    Offer Continuous Value Through Ongoing Education

You want to become the go-to source for your specific niche, so you must offer ongoing resources for those who have already chosen and used your software. Don’t leave them in the dark. You can create, for example, a daily or weekly lesson plan that users can opt-in so that they can learn how to fully use your tool piece by piece. You can even create a full online course that goes through how to fully use the tool in question. Ongoing education is essential, not only to keep your customers subscribed, but to raise your brand’s value in the eyes of your customers. 

5.    Use A/B Testing to Understand Which Messages are More Effective

The best way to really test out your content and inbound marketing strategies is to use A/B testing. Create two versions of the same landing pages, and split up the campaign between the two. Monitor their results, and then workshop and focus on the version that is performing best. 

What do you think?

Embracing Well-Being: 5 Convincing Reasons to Explore Chiropractic Care

Embracing Well-Being: 5 Convincing Reasons to Explore Chiropractic Care

3 Ways That Technology Has Changed Education

How Councils Can Build Better Foster Education Campaigns