If you have a Google Gmail account, you may notice the word, ëbeta’ tagged below the logo. Or perhaps you were able to experience Bing, Microsoft’s new decision engine and consumer brand, in advance of the company’s worldwide deployment on June 3. Both Bing and Gmail represent products that were launched in beta form.
So, exactly what does beta mean? According to WikiAnswers.com, a beta version is the first version released outside the organization or community that develops the software for the purpose of evaluation or real-world testing. The process of delivering a beta version is called the beta release.
From a PR perspective, launching a product in beta can be an effective way for an organization to not only receive user feedback, troubleshoot bugs and finalize a product, but also build buzz and excitement. Based on our experiences working with beta versions of a variety of software and solutions, we recommend keeping the following tips in mind when planning for a beta release.
- Make sure your product is user-ready. Although new users may have some leniency with your beta version and its minor bugs, it still needs to operate well. The purpose of the beta launch is to solicit feedback and iron out small kinks. For the most part, your beta version should provide a smooth experience for users. Creating frustration early on will only distance users from returning for the official release.
- Establish a timeline and make a plan. A plan and timeline will help ensure your activity aligns with your organization’s objectives and that your beta version has a set release date for the final product. It will also allow you to ensure you have enough time align marketing and PR activities such as securing reviews and editorial coverage to hit at the time of the launch.
- Get the word out. In order to ensure beta users experience your new product, you’ll need to get the word out. To help accomplish this, have a solid PR strategy to inform key audiences and generate excitement and buzz. For example, organizations may want to consider sharing the news with relevant bloggers under embargo in advance of the launch so they can post blogs about your beta release.
- Make a good first impression. It is critical to provide a great user experience during the beta release to capture the attention of your customers. A first impression is a lasting impression and organizations must retain customers.
- Secure customer feedback and evolve. One of the great things about launching a beta version is the feedback you receive from customers. Make it easy for users to leave comments and send feedback. Provide easy directions on your beta Web site as well as provide a feedback@ e-mail address. Organization should also consider designating someone internally that can not only monitor feedback on blogs, Twitter and other social networks, but also engage with users to build relationships. This individual could establish an online chat or Twitter account to increase accessibility.
Have you or your organization recently launched a beta product? Tell us about your experiences and leave a comment.