Today I’m going to talk about doing cheap and easy research if you want to launch a new product or service in your business. Let’s say you’re a roofer and for years you’ve been doing traditional asphalt shingles.
Let’s Get Started
You have an idea that you want to get into metal roofs, replacing or installing metal roofs but you don’t want to spend a lot of money on advertising and you don’t want to do a lot of marketing before you know if there is a market for it.
Here’s a cheap and easy way to spend a couple of hundred bucks to get some market research and some potential prospects at the same time.
You beta test your idea either your own website by putting a specific landing page up on your site, or the better play would be to get a domain name specifically talking about metal roofs and keep it away from your main site.
Your Landing Page Option is Critical!
You put up a one-page lead gen site, that’s it. One page, it simply states something to the effect that ‘ABC Roofing Companies is considering bringing more metal roofs.
If you are interested in having a metal roof installed or replaced insert your name, e-mail address and we’ll make sure to keep you up to date when we launch this product or service.’
Now, you take that and you spend a hundred dollars on pay per click ads on Facebook. Two hundred bucks on clicks and you drive prospects to that specific landing page. A certain percentage of people that fill out the page.
If you have a 100 clicks on that page and only three people submit a request or asked to be put on the mailing list you know you may not have a winner, or maybe you need to keep it going a bit more.
Minimum Rule of 30
I always have a rule of 30. You need at least 30 clicks before you can really start to attract anything. So if you’re going to spend a 100 bucks, gauge that against how much a click is going to cost.
You want to get between 30 and 50 clicks to get a good idea of what the marketplace is saying. And that’s a very small microcosmic marketplace but it’s an indicator at least to you whether or not have an interest in that.
The good news is whether it’s three people out of a hundred or it’s 25, whoever puts their name on that list when you do roll it out is a prospect.
You don’t use it to kind of be a spammy marketer and say ‘Alright this is how we’re going to generate leads,’ you wait, you do exactly what you say, a week later or so you contact them and you say ‘hey we’re rolling it out, we’d like to come out and talk to you about it.’
What you’re doing is your building in a book of business but you’re also gauging what the marketplace wants. So make sure you put a comment box in there and let them tell you what they want.
It’s a product line that you’re not necessarily that familiar with so let the market who knows what they want tell you what they want. All you have to do is provide that service or product to them and you’re off to the races.