Using customer keywords to drive product ideas and branding for software products, intranets and websites. Taking keyword-driven branding a step further for consistent design.

1. New Software Product
R&D, Creative Concepting
from Web User Search Keywords
An approach to software product entrepreneurship;
how to plan customer-demand products and branding
via customer keywords.
Jake Aull | Zen Fires Digital Marketing | GSU Social Media Marketing Instructor
404.259.5550 | ZenFires.com | @jakeaull

2. New Products Driven by
Consumer Search Keywords

3. An approach to software
product entrepreneurship
1). Formulate product/service business ideas and
affiliated terms and keywords list (start broad).
2). Test keywords in SEO and keyword analysis tools
for top customer keywords in demand.
3). Research competitive sites from same tools and
search results.

4. Example Keyword selection for
niche cooking software

5. Keyword Comparison for niche
cooking software

6. 3.) Competitive observations (continued)
 NOTES:
 A path to success for start-ups in today’s market is in
the "long tail;” finding a narrow niche, underserved by
competitors, yet in demand in customer search.
 A digital audit, keyword discovery process and search
marketing tools are a means of marketing research
and formulating the optimal strategy and plan for this.
 With a strong audit and strategy in place, a software
tool can carve it’s own niche, targeted, return
customer base for profitability.

7. An approach to software
product entrepreneurship
(continued)
4). Define differentiated software product/service in
demand.
5). Define marketing strategy, brand positioning, product
attributes and promotions plan. Integrate keyword
findings.
6). Implement product design and build.
7). Execute Branding, Product Marketing and Promotions.
Utilize keywords in brand messaging.

8. An approach to software
product entrepreneurship
(continued)
8.) Target and test product (alpha/beta).
9.) Set up social software functionality and support
communities.
10.) Find existing social sites and communities for your niche
and pull viewers to your sites.
11.) Create and implement promotions and marketing website
with brand and keyword consistency.
12.) Integrate marketing website to software demos and SEO
(with your keywords) your sites, social media and communities.

9. An approach to software
product entrepreneurship
(continued)
13). Set up customer info-capture landing page survey (require
survey and info-capture for incentives).
14). Ask survey questions that could crowdsource product upsell
ideas.
14b.) Crowdsource questions in social sites.
15). Identify upsell products, plans and affiliate partnerships.
16). Implement and ongoing user testing and versioning.

10. Review: new software product
Approach
 Choose industries/product categories
 Research keywords & competitors
 Define differentiated software products/services in search
content demand
 Create marketing strategy, branding & promotions plan
 Design and build software product
 Output promotions, digital sites & SEO
 Crowdsource for upsell products
 Product User and Ongoing Testing and Versioning

11. Information Architecture:
A Consumer Search Approach

12. Functionality: Give the People What they Want
(e.g., tracking). In-site Search can Show
Demand as well as Off-site Search

13. TREND: Websites look more & more like
software. Software looks more & more
like websites.

14. Image-Driven, or Utilitarian?

15. Search-Based Architecture

16. Review
 Give the people what they want (via keyword
search)
 Websites become software, software becomes
websites
 Decide: Image-driven, or utilitarian in approach and
design
 Search-based architecture

17. Thank You!
And thanks to Mastering Online Marketing by
M. Myerson for the inspiration for this!
Jake Aull | Zen Fires Digital Marketing | GSU Social Media Marketing Instructor
404.259.5550 | ZenFires.com | @jakeaull