Member Avatar for hillstone_softw

I run a small business, a software development company and sell the software products I developed myself. Being an engineer rather than a salesman, I find it challenging to my market software.

I have 2 types of product:
1. specialised communication libraries
2. Business software, such as invoicing software.

The first type, beign a pretty unique and difficult to implement product, seems to sell well without a lot of effort put in promotion, But the second type I really have problem with.

Can anyone recommend how to attract lots of traffic to the invoicing software product page?

I have tried google adwords, but it works out too expensive. often 1.50 euro per one click. It is not a guarantee that people coming from there will always download the trial version.

Press releases? Would that be effective?
Any advice is very welcome

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Dani AI

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Brief, practical plan tuned to this thread. has two very different SKUs (developer libraries that sell with little promotion, and an invoicing product that does not). and pointed toward paid search; since you saw high cost-per-click and low trial conversion, treating paid search as the only answer will be expensive. Below are concrete, low-cost steps and what to ask for if you hire a marketing specialist.

Start with targeted placement and intent-focused content. Create a small set of landing pages that speak to real buyer roles (freelancers, trades, small retailers, accountants) instead of a single generic product page. Each landing page should use long-tail, buyer-intent keywords (for example, "invoice software for [industry]" rather than just "invoicing software"), include one clear call-to-action, a short demo video or screenshots, and an easy trial/signup that captures email up front (so you can nurture non-converters).

Raise conversion rate before scaling acquisition. Add social proof (real screenshots, customer quotes), a short guided onboarding email series, and a simple benefits-first headline. Track the funnel precisely: UTM tags, events for trial download, activation, and paid conversion. From those metrics you can calculate a sensible CPA target and compare channels fairly.

Channels and hiring checklist. Test low-cost channels first: software comparison sites, niche forums, guest posts for small-business blogs, partnerships with accountants/bookkeepers, and small targeted social campaigns. If you hire a marketer, require a keyword list, segmented landing-page mockups, an initial 30–90 day test plan with KPIs (trial rate, activation rate, CPA), and a plan for incremental A/B tests. Focus on customer value (LTV) not just CPC.

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Member Avatar for Dani

I think you should really try giving Google AdWords another try. Based on what you're saying, it's your best option to reach your very targeted audience and can get up and running with a small budget (which cannot be said for most other forms of advertising).

I think that your problem was that you simply weren't optimizing your AdWords campaign. Read up on AdWords and you'll be able to set something up spending no more than a very few US cents per click.

Member Avatar for kerryjim42

Google adwards is the best for appraching some millions of customer..

Member Avatar for hillstone_softw

Google adwards is the best for appraching some millions of customer..

Yes, I keep hearing that, but so far it has not worked for me.

I am thinking of trying to hire a marketing specialist for this one specific job - to find correct keywords to use in adwords ad.

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