Biotechnology is a rapidly growing industry, with an increasing number of people becoming involved. Although this is an emerging industry, the community that surrounds it is made up of highly educated people who are looking for content that is more focused on facts and education rather than on “entertainment.”
As a result, it’s a very close-knit target audience. Your ability to position yourself as a trustworthy and credible figure in the biotechnology space will determine the success of your company’s brand.
To assist you in accomplishing this, I’ve outlined 2 basic strategies for effectively marketing your biotechnology brand:
- Social Media
Starting to build your online reputation on social media is a great place to start. When marketing biotechnology on social media, there are a few things to keep in mind. Remember that your target audience isn’t going to use social media for entertainment. The majority of social media platforms are built on the idea of providing consumers with entertainment. The platform who is the most entertaining is the winner.
So, how do we get the word out about biotechnology to people who don’t use social media in the traditional sense? It’s as easy as looking at the appropriate platforms. Although there is a direct benefit in credibility to being on most social media platforms, the real benefit comes from the ability to properly inform, educate, and bring people together in the biotech space. For this, there are two fantastic social media platforms. Twitter and LinkedIn should be used for this.
Twitter – Twitter is going to be great for keeping people “in the now”. People used to read newspapers and watch the news on TV. They still do to some extent. Twitter, on the other hand, is quickly becoming a popular way for people to get their news concerning topics they are interested in. As a result, you can now build a following by sharing the latest news and information with millions of users who are actively looking to learn more about what you have to say.
LinkedIn – Unlike most other social media platforms, LinkedIn is primarily used by professionals. As a result, it’s ideal for establishing a professional community around your biotechnology company. The majority of these individuals are actively seeking additional information and have created profiles in order to connect with more like-minded individuals.
2. Content Marketing
The pharmaceutical and healthcare industries have been one of the last to embrace content marketing. If you’re in the industry, you know what I mean. Due to the fact that we are operating in a heavily regulated environment, it’s easy to feel paralyzed with uncertainty about terms like digital transformation and content marketing. If you want your brand and your company to be seen as a thought leader, you’ll need to keep educating people about the industry with new and informative content.
Having a highly informative brand.com and possible contributing to 3rd party content sources are great ways to do this. Being part of your customers’ information/content stream resonates directly with your audience when they’re looking for a solution. In return, you gain their attention, and most importantly, their trust. It’ll be crucial to have content planned out in advance while still being timely, as you should be posting at least 1-2 times per week. This will allow you and your brand to show off your knowledge on a variety of topics while also establishing you as a trustworthy source with your followers.
Overall, this will be a great way to continue connecting with your target audience.
Within the biotech industry, there are a variety of ways to market your brand. These are just a few of the methods available. There will always be new and exciting ways to share your brand with a pre-determined target audience and subscribers, especially now, as new technology is always emerging.