I’m a beta tester for the new version of a writing app I use. I have the app on my desktop and laptop computers and use it every day.
I try and re-try all of the features, looking for bugs and other issues. I note what I like and what I’d like to see improved. I compare features and ease of use to other writing apps I’ve used.
Through this process, I’m able to influence the development of something that interests me and I get to use it months before anyone else. I also learn the ins and outs of using the app and thus get more out of it.
When you adopt new software in your practice, you may not be an official beta tester but you do many of the same things. You spend time playing with the software, trying out all the functions, learning how everything works.
You don’t just install it and expect to use it like a pro. You give yourself time to learn and practice using it.
You should do the same thing when you take on a new marketing strategy or go into a new market.
Study the market. Learn everything you can about the new strategy. Flip all the switches and pull all the levers. Test everything, try everything, and look for ways to incorporate the new strategy into your existing workflow.
When you get a new website or redo your existing site, examine it through the eyes of an end user. Read all the pages, fill out all the forms, test all the functions, and make sure everything works the way you want it to. Ask others to look at it and give you their feedback and suggestions.
If you join a new networking group, don’t just show up and hope for the best. Study it. Learn their process. Spend time talking to other members.
If you are thinking about hiring a new ad agency, learn all you can about the creative people behind it. Ask lots of questions about markets and campaigns, pricing and ROI.
Just like new software, you may be using your new marketing strategy for a long time. Beta test it so you can get the most out of it.
The elements of law practice marketing start here
