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Converting Your Beta Testers into Brand Evangelists
By Stefan Junaeus
Brand evangelists can significantly boost your product’s success. These are customers who not only love your product but actively promote it to others. Turning your beta testers into these evangelists is a powerful marketing strategy, offering a pool of genuine voices eager to share your brand with their circles, particularly if they are tech-savvy.
Fostering Evangelism
Creating brand evangelists doesn’t happen overnight. It starts with delivering a positive experience. During beta testing, ensure you respond to testers’ feedback, show appreciation for their input, and keep the lines of communication open about how their feedback will be used. This approach makes testers feel valued and integral to the development process, enhancing their connection to your product and eagerness to promote it.
Identifying Evangelists
Recognizing which testers might become brand evangelists is crucial. Monitor those who have positive experiences and show enthusiasm, such as asking about the product launch or wanting to help more. Pay attention to glowing feedback in mock product reviews, positive journal entries, or favorable survey responses. Gather these testers into a dedicated pool so that their enthusiasm can be harnessed post-test.
Leveraging Their Enthusiasm
At the end of your beta test, capitalize on the testers’ excitement. Thank them personally for their contributions and perhaps send them the final product. Inform them that they are free to discuss their experience once the beta test is over, as many might be hesitant due to NDAs. Keep in touch by sending product updates and encouraging social media engagement. Offer discounts or promo codes to make it easier for them to spread the word.
Building a network of potential brand evangelists from your beta testers is a smart move. After each test, add new potential evangelists to your list, making it easy to track and engage them in the future. These relationships can become invaluable marketing assets, empowering these key testers to share their positive experiences and promote your product vigorously.
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