Ever wonder how some companies seem to have a loyal army of superfans? It's not just luck – it's smart marketing. One clever tactic that's gaining traction is giving VIP access to new features for power users. This approach turns your most engaged customers into even bigger advocates for your product or service.

At its core, this strategy is about recognizing and rewarding your best customers. By identifying who your power users are – those who use your product frequently or have been with you the longest – you can create a special group that gets first dibs on trying out new features. It's like giving backstage passes to your biggest fans.

This tactic isn't just about making people feel special (though that's certainly part of it). It's also a powerful way to get valuable feedback on new features before rolling them out to everyone. Your power users know your product inside and out, so their insights can be incredibly helpful in refining and improving new offerings.

But perhaps the biggest benefit is the boost in engagement and loyalty. When customers feel like they're part of an exclusive club, they're more likely to stick around and spread the word about your product. It's a low-effort way to create a sense of community and excitement around your brand, which can lead to increased customer retention and organic growth.

Why this works

This tactic works because it taps into several powerful psychological and marketing principles:

1. Exclusivity. People love feeling special and part of an "in-group." By giving select users early access to new features, you're creating a sense of exclusivity that can significantly boost engagement and loyalty.

2. Reciprocity. When you offer something valuable (like early access) to your power users, they're more likely to reciprocate by providing valuable feedback, staying loyal to your product, and recommending it to others.

3. User-centric development. By involving your most engaged users in the feature development process, you're ensuring that your product evolves in a way that truly meets user needs and preferences.

4. Social proof. Power users who get early access are likely to talk about new features, creating buzz and anticipation among other users.

5. Reduced risk. Testing new features with a smaller, highly engaged group allows you to iron out any issues before a wider release, reducing the risk of negative reactions from your broader user base.

6. Cost-effective market research. This approach provides valuable insights and feedback at a fraction of the cost of traditional market research methods.

7. Increased lifetime value. By continually engaging your power users and making them feel valued, you're likely to increase their lifetime value as customers.

8. Word-of-mouth marketing. Excited power users become natural brand ambassadors, potentially driving organic growth through referrals and positive reviews.

9. Feature adoption. When new features are introduced to power users first, they can help drive adoption among the broader user base by showcasing the benefits and providing guidance to others.

10. Competitive advantage. This strategy can help you stay ahead of competitors by fostering a more engaged and loyal user base that's less likely to switch to alternative products.

How you can steal this

Here's how you can implement this tactic for your internet business:

1. Identify your power users. Look at your user data to find customers who:

   • Use your product most frequently
   • Have been with you the longest
   • Consistently perform key actions
   • Engage with your content or support channels
   • Have a high lifetime value

2. Create a VIP group. Set up a dedicated channel for your power users:

   • Slack community. Create a private Slack channel for VIP members.
   • Email list. Use a segmented email list for exclusive updates.
   • In-app experience. Implement special badges or a VIP section in your app.

3. Announce the program. Let your power users know they've been selected for exclusive early access to new features.

4. Plan your feature rollout. Decide which upcoming features are suitable for early access. Prioritize those that would benefit most from user feedback.

5. Provide clear instructions. When giving early access:

   • Explain how to access and use the new feature
   • Set expectations about potential bugs or limitations
   • Provide a clear way to submit feedback

6. Gather and act on feedback. Create a system to collect and analyze user input:

   • In-app surveys. Quick, contextual feedback forms.
   • Email follow-ups. Send targeted questions about the new feature.
   • User interviews. Schedule calls with particularly engaged VIPs.

7. Show appreciation. Thank your VIPs for their input and show how it's shaping your product:

   • Highlight changes made based on their feedback
   • Give credit to specific users (with permission) when announcing updates

8. Measure impact. Track metrics to gauge the success of your VIP program:

   • Engagement rates of VIP users vs. regular users
   • Feature adoption rates
   • Customer retention among VIP members
   • Net Promoter Score (NPS) changes

9. Iterate and expand. Based on results, refine your VIP program:

   • Adjust selection criteria if needed
   • Consider tiered VIP levels for different types of power users
   • Explore additional perks like exclusive content or events

10. Leverage for growth. Use your VIP program as a marketing tool:

    • Encourage VIPs to share their exclusive experiences
    • Use testimonials from power users in your marketing materials
    • Create case studies showcasing how VIP feedback shaped your product

Remember, the goal is to make your power users feel valued while gaining invaluable insights for your product development. By fostering this special relationship, you're not just improving your product – you're creating a community of loyal brand advocates who can drive organic growth for your business.

Examples of VIP new features access

Here are some real-world examples of how companies have successfully implemented VIP new features access:

• SaaS company. A project management software startup created a "Power User Council" of their most active customers. This group got early access to new collaboration features and provided crucial feedback that shaped the final release.

• Marketplace app. A freelance services platform introduced a "Pro Beta" program, giving top-rated freelancers first access to new client matching algorithms. This not only improved the feature but also increased loyalty among their best service providers.

• Email marketing tool. An email automation company launched a "Feature Insiders" program, inviting long-time customers to test new AI-powered subject line generators. The insights gained led to a 15% increase in open rates for the wider user base upon full release.

• Social media scheduler. A social media management tool created a private Slack channel for power users to test new analytics features. This led to the discovery of several use cases the development team hadn't considered, ultimately making the feature more versatile.

• E-learning platform. An online course marketplace invited their most prolific course creators to beta test new interactive lesson tools. This not only improved the features but also resulted in a wave of high-quality content using the new tools upon public release.

• Video editing software. A cloud-based video editor gave their most frequent users early access to new AI-powered editing features. The feedback helped refine the user interface, making it more intuitive for less experienced users when it launched publicly.

• Subscription box service. A monthly tech gadget subscription service created a "Gadget Guru" program, allowing their longest-standing subscribers to influence upcoming product selections. This led to higher satisfaction rates and lower churn among all subscribers.

• Productivity app. A task management app introduced a "Feature Pioneers" program, giving power users early access to new integrations. This approach helped identify and resolve compatibility issues before the full rollout, ensuring a smoother launch.

• Digital asset marketplace. A stock photo and video platform invited their top-selling contributors to test new AI-enhanced tagging features. This not only improved the feature but also led to a significant increase in properly tagged content across the platform.

• Website builder. A drag-and-drop website creation tool created an exclusive "Design Innovators" group, giving them first access to new template designs and customization options. This resulted in a collection of showcase websites that helped market the new features upon release.

These examples demonstrate how VIP new features access can benefit both the company and its most engaged users. By involving power users in the development process, these businesses were able to refine their features, increase user satisfaction, and create a sense of community around their products.