When you're starting with both a new brand and a new product, you need more awareness, trust, or user experience that you can build on to attract the vast numbers of new customers whose lives will be transformed by your solution. It would be best if you focused on fixing that first, and the best way to do that is to connect with those who are early adopters, influencers, willing beta testers and industry experts.
Early adopters
Early adopters are always looking for the latest technology and are willing to take risks to try new products. They are often vocal about their experiences and can help spread the word about the new software solution.
Influencers
Influencers have a significant following or influence in a particular industry or niche. Suppose your new software solution is aimed at a specific industry or niche. In that case, finding influencers to endorse the product can be a powerful way to get it in front of potential customers.
Beta testers
Beta testers are willing to try a new product before it is officially released. They can provide valuable feedback and help to identify bugs or issues before the product is made available to the general public.
Industry experts
Suppose the software solution is aimed at a specific industry. Getting industry experts to try it out and provide feedback can help to establish credibility and generate interest among potential customers. Industry experts have extensive knowledge and experience in a particular field.
Pros and Cons
The feedback and reviews these groups can provide are invaluable to you, attracting those more risk averse to motivated by maintaining the status quo. If you went after those late adopters first, you would simply be wasting resources.
The flip side to this approach is that you're also opening your product to public criticism, which (if not appropriately managed) could kill your solution in the cradle.
Getting on the radar
Early adopters, influencers, beta testers and industry experts will not come to you initially. You will have to seek them out where they are; however, you must demonstrate that you can do what you say and are in this for the long haul. That starts with your branding and your website. They are your first touch point and the opportunity to connect and onboard early and influential users. These people pride themselves on being ahead of the curve, and if you can make a compelling argument about your solution, they will do a lot of the heavy lifting and bring your brand and product to the market.
The foundation blocks
Your brand name and logo are essential. They speak to how you see your product's impact on the world. Your website is even more critical. It's where all the deep diving and learning about your solution will happen. If your website does not inspire and excite visitors, then there's little chance they'll invest the time you know more about your solution. You're done if you don't deliver the 'wow' factor on the first page and all the other pages where innovators and early adopters land.
Social media
Deep diving into social channels like LinkedIn, Twitter, and any other social channel where your early adopters spend their time is also essential. Maintaining a profile and participating in the right way allows you to lead those interested directly to the content on your website, which is wearing the warming-up process happens.
Channels like Twitter also provide opportunities to connect directly with journalists to build awareness and reputation, essential tools for attracting late adopters.
Remarketing
Whereas all forms of programmatic marketing are expensive and have questionable results in achieving the goals you have for your business, there's one form of marketing that's of great value: remarketing.
Remarketing allows you to follow around those who have already visited your website with ads and call to action that brings them back to learn more about your solution and possibly convert to a qualified lead. It's a highly cost-effective way of converting hard-won web traffic into new business opportunities.
Time and money
Building a market profile and reputation takes time to happen. We hear of this overnight success and think, 'That's how it could be for me'. That type of magical thinking is why most software solutions never make it. The process takes time and resources, and if you are like most start-up software developers, you've put everything you have into developing your product. If this is the case, you may need to return to your investors or find new ones to help you fund your go-to-market strategy. That in itself requires an investment in time and resources.
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You can contact the author directly if you'd like more advice on anything mentioned in this article.
