Beta has become marketing
The original goal of a Beta program was:
- To sign-up first-time users amongst a defined universe
- To improve the product, test its scalability.
- To get feedback on the use and usefulness of the application.
This allows adjusting the functions and features of the application to the market.
Benefits for the Beta-testers:
- Beta versions are cool because they are unfinished.
- Discovering a new solution before anyone else is thrilling
- A part of the solution can be missing – still things to come – makes them return more often.
- Having the privilege of a sneak preview makes you important
Dedicated and involved
Slowly the company builds up a (small) number of users, who can become dedicated and involved.
They can even put some of their own ideas into the application.
They can suggest changes.
This makes them involved and dedicated to your application.
Exclusivity and privilege
The people participating know more about the solution than their competitors or neighbors. It is exclusivity.
A Beta program could almost build a community as they are part of the elected group.
On the other hand, if you make the Beta public, the sense of privilege falls apart as the participation is no longer a unique experience.
Collecting potential customers
Now the concept of Beta seems to be inversed as the main goal is no longer the Beta test itself, but using it to collect potential customers who have had the honor of being selected to use a brand new solution at no cost.
The Beta program has become marketing tool for lead generation.
Word Of Mouth
Beta-testers can help to build the hype.
Some of these Beta testers could even become advocates of your service or solution.
If you have one or more Beta testers who let leak out features and functions of your solution in forums, message boards or blogs, interest from the market could be generated.
This is form of Word of Mouth that is most interesting as it is based upon a sneak preview not available to the public.
As the Beta is only for a limited number of people, the outsiders are interested in what happens inside the solution, creating more pre-launch interest.
Those who are not admitted can also complain publicly on forums about it and spread the name or branding even more as bad news spreads faster than good news.
Beta-testers to customers
Once the Beta turns into a paying solution, these Beta users won’t all run away or switch over to a competitor (churn) as they have become used to the benefits of the solution and thus become customers.
As always there is the resistance to change even from a free to paying solution.
By invitation dilemma
How to find and invite people or companies for a Beta, without making it public?
As we know the companies that have been visiting the website frequently, we invited them as they presumably are interested in LEADSExplorer.
Do you know who to invite?
More from LEADS Explorer
- The 7 Jobs the Marketing Director faces due to Content Marketing
- Measurable Marketing has become the Holy Grail
- Beta: Public or by invitation?
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