The life sciences sector is facing significant challenges right now. From halted clinical trials, limited access to raw materials and staffing shortages, it’s safe to say that the term unprecedented perfectly sums up the world we live in today.
So, in such unusual times, how do you reach new buyers and make the best use of time when it comes to marketing efforts? At ramarketing, our clients have been asking similar questions and we firmly believe that a problem shared is a problem halved. With that in mind, we’ve shared the top three things we think are worth considering, that many of our clients are adopting right now.
Prefer to listen to the vlog version? Our Founder Raman Sehgal talks through our top three tips here:
1. Voice of the customer
Quite often, it’s challenging to conduct a client insight or market research projects as professionals are often busy travelling and managing other aspects of their day jobs.
Although most businesses are still trying to operate as normal as possible, a lot of the usual workforce is working from home, which means no events to attend and no commuting. This means they may be more receptive to taking part in a research project aimed at improving the way one of their suppliers operates.
Now is the perfect time to take a step back, speak to your customers and gain some invaluable insight that will shape your marketing and branding strategy.
2. Pay-per-click advertising
In a similar fashion, more time at home means professionals are spending more time online (3x more to be exact) and making decisions with a much bigger emphasis on online influences (due to the lack of face to face interactions).
With that in mind, online visibility is crucial right now. Whilst search engine optimisation (SEO) and other organic methods traditionally take more time and effort, relying much more on content creation – we’re seeing clients focus their attention on advertising methods such as pay-per-click (PPC) and LinkedIn advertising. Why? Because generally, they’re a much quicker way to generate higher rates of traffic.
Be careful with these tactics, if your website isn’t effective right now with engaging customers and generating leads, more traffic does not automatically mean more leads. Which leads us nicely onto our third and final point…
3. CRO (conversion rate optimisation)
It doesn’t matter how many users visit your website if the messaging doesn’t speak to their needs and the content doesn’t resonate with their interests or challenges.
But what if you think your website is pretty good and it’s still not performing well since you built it 2, 3 or 5 years ago? Conversion rate optimisation (CRO) is something that we’re seeing a great deal of right now. Clients want to understand if their website is working, how users are interacting with it and if the user experience is as strong as it could be.
A simple analysis of your current website can give you some solid recommendations when it comes to generating more leads and keeping users on your site for longer – all based on insight and data.
If you have some time on your hands or need stronger results from your communications, we’d suggest following the behaviour of our clients. Start looking at the detail by speaking to your customers to gain feedback and dive into the detail of your current website to understand how it could perform better. A quick dig into Google Analytics will likely unearth all sorts of information. Once you’re happy, boost your content efforts by making use out of the extra time people are spending online and target them appropriately using PPC and LinkedIn.
So, there you have it. Three things our clients are doing right now which you should be too. Hopefully, these tips will help you with your marketing and lead generation efforts in the interim.