Want to Expand Your Product’s Reach? Here’s How Third-Party Software Integrations Can Help.

Want to Expand Your Product’s Reach? Here’s How Third-Party Software Integrations Can Help.

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Your product is not the only selling point of your company. Companies that open their products up to integrations with third party software unlock a whole new world of possibilities. In the years since releasing our flagship product, the smart video intercom, the ButterflyMX team and I have made a pointed effort to expand our reach by integrating our software with third-party products.

For example, just this year, we partnered with RemoteLock so that our unified access control solutions now connect to more than 80 smart locks to seamlessly provide building and apartment unit access from our mobile app. This partnership has greatly expanded the capabilities of our products without the need for the time, energy, and financial investment required to launch a new product , that has helped us grow our business significantly.

If you are a startup leader looking to expand the reach of your product, you might consider integrating with another software.

Related: Challenges that Companies Face in Software Integration

What are the benefits of integrating your product with other software?

No matter what product or service your company offers, integrating with other software allows you to combine multiple platforms into one unified software architecture. And by creating a large, integrated system, you increase functionality and convenience for consumers.

Incorporating your product with other software expands its capabilities without the need for new products. Software integrations enable you to accelerate and expand your product’s capabilities exponentially. Software integrations can also be used to build professional relationships with companies in the industry.

Why are partnerships important?

When you’re building a company from the ground up, you must develop partnerships. All industries have multiple integrations. In fact, the average SaaS (software-as-a-service) company has 15 integrations. However, some SaaS companies boast upwards of 500 integrations. You can be a part of the growth of another company in your industry by partnering with them. If their product succeeds so does yours.

One of the greatest benefits of establishing integration partnerships is increased company growth through expanding your user base. You’re not only giving your customers a new tool, or feature, but you’re also opening up your business to a whole new customer base. With a partnership in place, you can expand your customer base and add new users with ease. Developing deep business partnerships and software interfaces will help you grow your business in the short- and long-term. New integrations can be viewed as a new sales channel. This is a new market where you can sell your products and services.

Your software integrations should be with companies within your industry or a closely related industry. This will allow you to sell to customers with similar customer profiles. This will ensure that your product addresses their needs.

How to approach partnerships as a startup

So, you’ve decided it’s time to grow your company by enabling third-party software integrations. How do you find worthwhile partners? First, you need to look for companies whose customers match your ICP, or ideal customer profile. A customer profile is a detailed description of the ideal client for your company. The ICP can be used to adjust marketing strategies and lead generation.

By working with companies whose ICP matches that of yours, you increase your customers’ satisfaction with your product and vice versa. Software integration is not always easy. You’ll need to perform more maintenance the more integrations you allow. You must also get approval from both the companies involved in any changes.

So, ensure you have an internal team who can dedicate their time primarily to building the integration from the ground up and maintaining it post-launch to address and solve problems.

Related: How to Use Strategic Partnerships for More Explosive Growth

How to integrate your product with other services

While software integration presents a unique and valuable opportunity for your business, partnerships aren’t guaranteed to succeed without hard work. You need a solid strategic plan.

Make sure your customers’ needs are considered first. Consider which products your customers use, the types of systems they might want to integrate with, and how your integration can improve their experience using your product.

Create a solid foundation for your partnership to ensure your integration is sustainable. Integrations are not a quick way to increase your customer base. You should instead develop integrations with long-term goals in mind. Then, with each new iteration of your integration, take into account customer feedback to improve the integration and your product overall.

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