Posted by on Jan 4, 2021 in Integrated Marketing, Marketing Channels, Marketing Tips | 0 comments

Why You Should Take a Breath and Re-evaluate Your Marketing Plans

by Deb Harrsch

Welcome to January 2021! It’s finally here.

We’ve made it through the holidays. We figured out how to visit with our families and how to be safe doing so. We’re still in the midst of this major wave of COVID-19 and we’re all eagerly awaiting vaccines to make life a little easier.

Now, your boss wants to know, “What are we doing for marketing in 2021?”

Before you start reeling off a list of marketing activities, let’s stop for a minute. I think that while you may have started the 2021 planning process in December, this particular January it’s important to take a breath and reset your expectations. I know there is still uncertainty as to what this year will serve up.

We do know we are still in a world where digital communications are the primary marketing method, and that’s not going to begin to shift until at least the second half of 2021. You also must keep in mind that some things will never go back 100% to how we used to market.

So, How Are You Going to Tackle 2021?

Your 2021 marketing will be a combination of how we marketed before the pandemic and what we did last year.

You began a digital rebirth and learned how to function in a virtual world last year, and that same buyer behavior is going to continue this year. This January, you should start your marketing planning with a re-evaluation of where you are now. Have a look at the assets you created last year. Review the work you did around your buyer personas and what your customers’ awareness-consider-buy journey is today.

Take a deep breath and first make sure you’ve matched each persona’s awareness-consider-buy journey with strong calls to action. Then lay out all the assets you have and map them to the journey.

Applying Your New Marketing Skills

Now it’s time to figure out how to apply all the new skill sets you learned about last year – and how you are going to implement them going forward. If you need a refresh on those skills, check out these blog posts:

Next you’ll begin building out – and documenting – your marketing strategy and the implementation plan. This is where integrated marketing is most important, because you can think through and use all the marketing tools in your toolbox. Be sure that you have everything working together and working toward the same goal – your web copy, your white papers, your case studies, and your videos.

2021 Strategies

In 2021 and beyond you’ll need to outline strategies for both virtual marketing and in-person marketing as we start working our way back to in-person meetings. We need to keep in mind that we might be able to attend trade shows in the second half of the year once vaccines are available, but that is up in the air for now.

But, remember that even if we do get to attend trade shows in-person, they will likely never again look the way they did in 2019. In 2021 at least, they will probably become a hybrid model of virtual and in-person. I think that every single one of us over the course of this past year has realized how important the personal touch really is. We’ve tried to duplicate it with virtual events and tried to do it with Zoom calls and it has worked to some degree, but we all know that shaking hands and being together on the trade show floor is important.

There are several good things that have come out of adapting to pandemic lockdowns, however. The situation has given us an opportunity this last year to increase our marketing toolkits, whether it’s:

  • creating assets like white papers and case studies
  • learning to use social media to increase brand awareness and leads
  • reviewing our traditional marketing
  • building story videos, proof point videos, and how-we-work videos
  • or experiencing the cool technologies that build virtual trade shows.

I think that you should be rolling out and using all the new tools in your toolbox both while we’re at virtual trade shows, and when attending in-person trade shows. We’ve talked to clients for a long time about building video tools or interactive marketing tools. Some have executed and some have not, while others are in the process of building those tools. If we consider that at least the first half of your year is still virtual, then you need to dive in and do some videos or podcasting so it’s available in your toolkit.

Let’s Get Going!

We endured a lot last year. We’re still working on coming to grips with the pandemic. We continued building our businesses. We tried to figure out what we needed on the fly. But, we are starting to see a little light at the end of a long tunnel and it’s time to implement some of the strategies we worked on last year. Lay it out and make sure your plans are tight.

If you need help, give us a call.

Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Read More

Posted by on Dec 4, 2020 in Integrated Marketing, Marketing Channels, Marketing Tips, Uncategorized | 0 comments

Managing Marketing Through the Fog: What We Learned About Marketing in 2020

by Deb Harrsch

This is our last post this year and I don’t know about you, but I’ll be glad to see the end of 2020. I know that everyone is tired of dealing with COVID, and tired of trying to find the silver lining. We’re tired of thinking about it and preparing for it every time we leave our homes – and even tired of being at home.

It’s not just about business, it’s about our personal lives too. Everyone is thinking, “What’s it going to look like for the holidays? When am I going to see my family again? When am I going to see my friends again?” And you know what, the answer is this: it’s unfortunately going to be a bit longer. I wish it wasn’t the case.

Yes, it’s hard. There’s no doubt about that. But, the good news is that we can absolutely get through this. It is just another challenge in our journey, and we will all have stories to tell about how we survived both personally and professionally. We just need to be patient and hang on.

We are all managing through this fog of indecision and uncertainty. If anyone still feels like they are the only one feeling that way, please give me a call because I will tell you that you’re definitely not alone.

And guess what? Not only are we managing our day-to-day activities in a fog, but whole companies and sales and marketing and product management departments are managing business in a fog. We’re all struggling for clarity, we’re trying to manage it, we’re all trying to figure things out – and we can’t rely on last year’s data.

How to market without historical data

Marketing departments tend to do things based on data. We ask: “What did we do last year? What publications did we advertise or publish in last year? What trade shows did we do? And how well did that provide sales leads and awareness?”

I don’t think a lot of that data is relevant anymore. While I think you should look at your data and should monitor it monthly, 2020 has been a challenge for all of us. Many marketing departments are lacking clarity and struggling to manage this mass of marketing without any data relevant to today’s environment.

Yes, we can learn from history, and we should always learn from history, but things have changed. We must pay attention to the fact that things have changed. We need to process the change and collect and act on current data while keeping aware that there could be more changes.

What did we learn over the course of this year?

  1. We learned that as organizations we have to be more digitally focused and think more broadly.

As I mentioned, the old data doesn’t apply here so you can’t do the same thing you did last year just because that’s the way it’s always been done. Frequently, marketing departments tend to do the same things that worked the year before. But, now you have to figure out what tomorrow might look like. And yes, that’s going to mean educated guesswork and testing. The best part about this is we get to put on our creative hat and think outside of the box.

We learned that a strong digital strategy is key. Without a digital strategy and without a place for people to find out information about your products or services, or go buy your product, you’re sunk. Take a hard look at your website – are you marketing to your customers? Are you being the thought leader in your industry? If not, it’s going to impact your sales more now than ever, because there’s nowhere else for people to go to get the information.

  1. We learned that we need to be able to pivot our marketing at almost a moment’s notice.

It may be time to pull out our copies of “Who Moved My Cheese?” for a refresher. When someone moves your ability to market in the ways that always worked in the past, as marketers, we need to be able to pivot and that’s not always as easy as you’d like it to be.

For example, look at trade shows. They disappeared – except for virtually – this year and the truth is, you’re probably not going to any trade shows at the beginning of next year either. It’s scary, but very true. And looking ahead to how conferences are held, it may not go back to the way it was. We all learned that trade shows and conferences are very important, but they cannot be the only way to get our message out and reach our customers.

In order to easily pivot your marketing, you need to have a full range of tools in your toolbox. This means the right marketing software coupled with the right content.

  1. We learned that it’s crucial to be organized and have a real marketing plan. When marketing departments didn’t have a marketing plan with a digital strategy and the organizational ability to implement it, they weren’t able to pivot – they were stymied. Instead, what happened was companies tried to bolt together random sections of pipe (the ‘pipe’ being a metaphor for marketing activities) creating a new marketing initiative to replace what had been budgeted based on prior years’ marketing efforts. The result of bolting small pieces of pipe together was a very leaky pipe – those leaks were all their potential leads and customers disappearing through the holes in their marketing.

We learned that you can’t just bolt pieces together. Every time you do, you add a joint and every joint represents a potential problem. You have to think about your audience holistically and create a solid length of pipe – an overall marketing plan.

Marketing is not just a website. It’s not just your print advertising. It’s not just your digital advertising or social media. It is a whole functioning organism that needs all of its parts and systems to work together to keep the entire body healthy.

What this has proven to even the most doubtful of marketing managers is that you need a holistic and integrated marketing plan which includes a strong digital strategy as well as a non-digital strategy. You also need the right messaging and assets to deliver on both those plans.

  1. We learned that the market has shifted and sales and marketing must improve collaboration.

I have talked about how sales and marketing need to be best friends in the past and it’s never truer than right now. Both sales and marketing need to step up. Sales needs to start contacting customers one-on-one to get real facts which drive the development of messaging and KOLs. Marketing needs to use that information to continue reaching out – to keep the brand front and center.

Overall we’ve learned that things can change quickly and we have to be prepared as organizations to not just look at what we have right here and now, but to see the full picture. We have to continually evaluate strategies and how you’re marketing. We must re-think how you spend your marketing dollars.

We need to remember that when we get back to whatever “normal” looks like now, it will change again. 2020 is not the first change, but I do think this particular change has forever altered how we think and deliver marketing in a B2B world. Companies should embrace the holistic marketing approach to succeed.

Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Read More

Posted by on Sep 4, 2020 in Integrated Marketing, Marketing Channels, Uncategorized | 0 comments

How to Develop Your Ad Plan

by Deb Harrsch

Today sales and marketing departments are adapting to a new method of prospecting and selling. Since we’re not traveling to trade shows or prospects’ labs and offices, we have to find creative ways to generate leads and deliver content.

Last month we discussed the importance of digital marketing, like social media and digital advertising. We also explored the new lead generation products available from life science and trade publications. Today, we’re going to share how to develop an ad plan that delivers leads to your sales team.

Smart advertising is all about making the right choices – placing ads in the right spots at the right times, and strategically spending your ad budget.

But, how do you do that successfully?

Ad Budget

We always need to start with the budget. Some customers will ask, “How much should we spend?” While other customers say, “We have X amount of dollars.” But, in the end, everybody’s got limited budgets so you’ve got to be smart about how you spend it.

Your budget determines the kind of advertising you’ll be able to do. You may do print ads or you may do digital ads, or you may be able to do a mix of both.

We often recommend a mix if you have the budget for it. (The reason for this: in some markets your audience is still reading print publications. They don’t fully engage with the digital version of the publication.)

Identify Your Audience and Research How to Reach Them

Once you’ve decided what your budget is, and you know one of your goals is to generate leads for the sales force, you’ve got to decide who your target audience is. Then you need to figure out what publications fit that target audience. And what publications overlap.

Above all, you need to understand your market and know how your customers consume their media. For example, in the pharma and contract pharma space there are still many who prefer print publications. There is one publication with a readership of 60,000 and they’ve told with us that one third of the readership only consumes print.

When you are researching publications, you need to do your homework on the demographics they reach – and whether the reach is in print or digital. Don’t let the reps sell you! You’ve got to dig deep and figure out what the best product is for you to reach your client, to get them from A to B and meet your objective of generating leads.

Now that you’ve decided what your goal is, what you have for a budget, and who your target is, you can develop your ad mix and identify what assets you’ll need for delivery.

Advertising Mix

There is a surprising amount of choice when it comes to life science advertising from publications and from search engine marketing. As you develop your ad plan, you’ll be working with the following ad mix:

  • Google Ads and Google Display Ads. For more information on these two options, see this blog post.
  • Print Ads
  • Digital Ads
  • Text Ads
  • Webinars
  • Webinar sponsorships
  • Podcast sponsorships
  • Publication website advertising
  • Targeted newsletter sponsorship to specific audiences
  • Promotional gated content
  • Ad retargeting
  • Email blasts

What you need to remember, however, is that creating a successful lead gen ad is more than a pretty graphic and punchy copy. You do need that, yes, but you also need the lead capture landing page and a case study or white paper to make it all worth the prospect’s time and effort. We’ll talk more about getting the most from your ad spend next month.

Flexibility in Digital Publication Ads

When you are designing your ad mix you should keep in mind a particularly unique feature of digital ads through publications: flexibility.

Typically, in B2B publications, you pay by the month. That’s not true of search engine ads. But it is with digital publication ads. This means you’ve purchased that ad space and you aren’t limited to just one ad. You can use it for more than one ad.

Digital ads can be updated quickly. If you have more than one service or a product that answers audience needs in the same publication, you can start with one set of creative for a specific product or service. Then, at any time during your three or six month run, you can provide new creative for a different product or service and the publication will digitally swap them out – allowing you to rotate your ad.

Once you’ve identified your publications and negotiated with the ad reps to maximize your spend with them, the next thing you have to do is develop the actual ad plan.

Developing Your Ad Plan

The ad plan is what we use to make sure all of the ads get placed throughout the year at the right time for each publication. This spreadsheet gives you the ability to know exactly what ads are running, where, and during which month.

When you’re creating your plan, there are two ways you can lay it out. One, you can lay it out by vertical market, or two, you can create a schedule by month and publication. This allows you to see quickly details such as:

  • What type of ad it is (e.g., print, digital, promotion, email)
  • What size it is
  • The demographics
  • The audience
  • A short description of the copy

TIP: You might consider an internal ad plan as well. Your production people (graphics and copywriters) will thank you for it! This internal plan provides your team with exactly what is due and when. It lays out everything required, the landing page requirements, and what the deliverable is.

When you build your ad plan, keep in mind that old rule on brand touches – that your audience needs to see things seven times before they remember it. Be sure to mix your ads in a way that’s smart. For example, if you do the right print advertising (if your audience is more print-based), and do enough digital to support that print, your audience is going to recognize you. Just to be clear, even if your audience is print-focused, I can promise you they still access the web for research and for fun – so digital ads do make sense.

You’ve got to balance your ad mix, not only in terms of the product choices you make, but also in terms of the deliverables you offer through the ads. Be sure you sprinkle in some gated white papers because they will give you the leads you need. And remember that the audience will always download a case study before they will register for a white paper.

When to Buy Ad Space

Design your ad plan on an annual basis. Let me say that again. Your ad plan MUST be annual.

We have clients that say, “Is it okay if we go month-to-month?”

The answer? No. You won’t ever see an ad.

Don’t think you can do it month-by-month? Most of the ad inventory will be already bought out and you will have nothing. And that is not where you want to be when your sales team is counting on you to deliver leads.

There’s only so much advertising inventory that’s available. So you’ve just got to be smart. As soon as you get your ad budget approval, you’ve got to lock in your ad spend because the digital spots sell out.

If you try a month-to-month approach, you’ll find yourself in an extremely stressful situation. You’ll end up spending more time recreating that ad plan each month and losing opportunities left and right. You’ve got to develop a plan for the entire year. This way, you’ll get the ad space and positioning you want – and you’ll be eligible for any free value-adds offered – as well as the best price from the publications or associations.

This is a challenge for those companies whose fiscal year starts in April or June. We do have some clients whose fiscal years start in April and it’s a challenge because most of the ad inventory is bought out in Q1. It’s critically important to create your ad calendar right at the end of Q3 or Q4.

Questions on creating an ad plan? Give us a call! Tune in next month when we talk more about how to maximize your ad spend.

Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Read More

Posted by on Mar 26, 2020 in Integrated Marketing, Marketing Tips, Tradeshows, Uncategorized | 0 comments

Marketing in Uncertain Times: Should You Do It?

For Ideas from Brandwidth Solutions on marketing during coronavirus or a crisis, read on.

by Deb Harrsch

The coronavirus COVID-19 has thrown all of us off course seemingly overnight. Every marketing department has been stuck in crisis mode for almost a month now (depending on your industry and global location). We’ve had trade shows cancelled or postponed until Q3. We’ve had marketing campaigns planned and ready to execute which no longer make sense. Fear, confusion, and paralysis about what to do next is the order of the day in our remote offices.

That was okay – initially. We all need to adjust to new realities.

Now, however, it’s time to ask: “How am I going to make up for the leads I’m not going to get at the trade show?”

A lot of audiences, especially in the pharma and the healthcare world, don’t want you in their offices. Many have sent their employees home. In healthcare settings, they don’t want you coming into their offices for sales calls. In the B2B space, we miss out when we don’t have the face-to-face meeting.

Right now, the marketing field is level. Your competitors are dealing with the exact same situation. They are also not able to walk into hospitals or pharma companies for sales calls either. You’re all in the same boat. It’s not like your competitor can get a leg up on you because they’re not travelling either.

Don’t be afraid.

Over the past few weeks, I’ve seen the following quote from JFK a lot – on social media, in articles and newsletters:

“When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.”

It’s a great quote and perfect for the times in which we find ourselves now. This is when you need to move from the scary part of the crisis to the opportunity side of the crisis. Your marketing department needs to reframe this crisis as an opportunity.

Marketing During a Crisis: Shifting Mindsets

We need to shift our mindset from panic to opportunity. Doing something differently always feels dangerous somehow – even if it’s not.

The first step is to take a deep breath, step back, and survey your marketing landscape. You need to assess what you had scheduled in your marketing plan. I know you already started implementing it in January – before you knew about this crisis – and before you knew all your trade shows were going to be cancelled.

But, guess what? Your competitors are also stepping back and figuring out a way around the hand we’ve been dealt. Your job is to do it sooner and spend less time in crisis mode.

You aren’t alone, though. You can work with your agency to figure it all out. It’s time to prioritize what you’ve got to deal with immediately and what still works from your plan. Then you need to make a new plan for the rest of the year. That’s when you can go to your boss with a solid plan.

Part of that “taking a step back and taking a breath” is shifting your marketing mindset from crisis reaction to opportunity. This is where you can show-off your marketing skills and try new tools and tactics. Doing something new is fun and exciting – and can potentially pay big dividends.

What to do first? Asset Audits and Internal Relationships

First up is an asset audit. What marketing tools do you have? What content assets do you have? Part of that asset audit needs to be conversations with your new best friends – your sales team. Who better to tell you what your prospects need than the folks who talk to them all the time?

Now that those trade shows and onsite meetings are cancelled for the next few months, your sales team has some idle time on their hands. Yes, they’ll be making phone calls instead, but they will have time to talk to you.

So talk with your sales team. They may be able to tell you what you’re missing in your marketing toolbox, what literature they need, what case studies they need, what white papers they’re looking for, and what application notes they need. They can tell you all of that.

The other key activity your sales team has time for now is the CRM (customer relationship management) system.

Yup, it’s time to update the big scary CRM! But, you need to frame the need properly with sales. Don’t just say, “Oh, you haven’t updated the CRM in the last few months.”

You’ve got to explain why. Say: “Because we are now in a position where we can’t meet our customers at trade shows, we need our CRM to be complete. We need to know what people are interested in and the last time you talked to them. Please use this time so we can leverage it from a marketing perspective to help you.” Let them know that their efforts in updating the CRM can help you build lead generation and nurturing campaigns to both your customers and your prospects.

This is a golden opportunity to forge new relationships and solid partnerships between sales and marketing departments (for more on why they should be best friends, check out this post).

Questions to Develop a New Marketing Plan

Since the marketing plan you developed and budgeted for last year isn’t 100% viable any longer, you need to ask yourself some questions. The key question is: “How am I going to help my sales team – who can’t get on a plane – reach their audience?”

The next question is: “What tools do I have that I can use to make up those leads?” This is a time that gives you an opportunity to assess new tools to add to your marketing toolbox.

You also need to look at whether you can find your sales team tools to help them communicate, such as conferencing methods or virtual meetings. We have clients who hold user group meetings. If they can’t switch the date, and it can’t be held live – we need to look at switching over to a virtual model and stream it.

As you figure out how you’re going to make up those leads and what tools you’re going to use, you’re likely going to find that you’ll need more collateral. You’re going to need more assets to share and you’re going to need more conversation.

Now, how are you going to fund tool and collateral development? That might, for once, actually be the easiest part.

Repurposing Your Marketing Budget

Are you asking how you’re going to fund the changes in your marketing tactics? Well, there’s one spot where you’ve got quite a lot of marketing dollars that aren’t going to be used – trade shows, travel, and the related activities.

If your trade shows have been cancelled, there are a couple of areas where you can find budget. For instance, if you hadn’t finished paying for the trade show, there’s some money there. Then there is the travel, the promotion, the ads and you had email marketing scheduled, PR – all of that is now “found budget” you can repurpose to fund your new marketing tactics.

So repurpose those funds, use those blasts for a different campaign, and have dialogues with publications on how you can reach their audiences.

What Can You Do Differently?

If you’re not used to being able to think outside the box, here are a few tactics you can use.

  • B2B Social Media: You’re going to have to rely on social media to keep conversations going, but you’re going to need assets to do it. So all of those collateral pieces your sales team told you about in your asset audit? The case studies, white papers, application notes, and literature – you’ll need to start creating all of that in order to use it for social media, email, and advertising.
  • Digital and Print Advertising with Downloads: It’s not advertising as usual anymore. Whenever you run an ad, whether it’s print or digital, make sure you’ve got an engaging landing page – and make sure the prospect can download something valuable to their buying journey.
  • Comprehensive Email Marketing: Start building your own list. Don’t just rely on list rentals. Then build email campaigns using your new assets. After webinars (see below), follow-up with lead nurturing campaigns. And when trade shows come back (and they will), use your email list to promote, follow-up, and nurture.
  • Webinars: Use webinars more. Or start using webinars. It’s basically a trade show in a box!

But, when you’re doing a webinar, make sure it’s not a hard sales pitch with only your company doing the talking. We’ve found the most successful way of running a webinar is for the host company to speak for a very short time, with one of their customers doing the bulk of the presentation. You will always have more interest and registrations if your webinar shows people what your company can do from a customer’s point of view.

And Finally, a Note of Encouragement

We can’t forget that we are in a global crisis and we need to be sensitive to what our customers and prospects are dealing with, but this is a perfect opportunity to develop your sales and marketing organizations. At the end of this – as hard as this is – you are going to have a stronger marketing department.

And remember, during the Great Depression, the companies that marketed through it were stronger on the other end. Now, we’re not in a depression (at least not yet), but globally – just like the Great Depression – we are all in it together.

Don’t back away. Don’t be frightened of it, and don’t let anybody keep you stuck in crisis mode. There are some things you’re going to have to do that are pretty critical now, but take a breath and make a plan.

Don’t let the coronavirus quarantine your marketing efforts. Whether you need help assessing how the coronavirus could impact your upcoming marketing campaigns or guidance on what opportunities your marketing department can take advantage of, let’s connect and talk about how we can help.

Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Read More

Posted by on Jul 15, 2019 in Integrated Marketing, Marketing Tips, Uncategorized | 0 comments

How Do I Choose the Right Marketing Tactic for My Project?

BWS Marketing Tactic TipsYou need a marketing campaign. But where do you start? And what tools should you use? There are so many options available to marketers today it can be hard to know which way to turn and which will work for your company. What’s the best marketing tactic to use?

I know the first thoughts that jumped into your mind. They were:

  1. What tools do we use?
  2. How can we get the most out of what we already have?
  3. How do we measure it?

 What is Marketing Success?

Before everyone starts enthusiastically yelling, “Social media!”Ads!” “Brochures!” let’s back up and start with creating a marketing strategy. What are your objectives and goals? Think about your goals in terms of campaigns. This will help you understand how to assign your budget to each tool and tactic you’re considering.

The next choice you’ll need to make is messaging. You’ll need to ensure that the messages you deliver in your marketing campaigns address the customer’s viewpoint of “What’s in it for me?” (Otherwise known as WIIFM.) Do your marketing materials talk about features and benefits or do they talk about the value you provide customers? I sincerely hope they discuss the value!

After you’ve got your messaging nailed down, you’ll need to decide from where and/or whom the content will come. Will you use posters, white papers, publications, or subject matter experts to produce the content for your marketing campaigns?

The final (and key) question when thinking about marketing campaigns is: What results do you want? You’ll need to decide how you’re going to measure performance before deciding what tactics you’re going to use.

Say you’re trying to drive sales leads. What does success look like to you? Are you going to measure registered downloads of a white paper or webinar? Will you measure landing page visits? Or click rates for an ad?

Understanding what your goals are and how you can measure them gives you a head start on choosing the tools you need for your campaign.

What Marketing Tools and Tactics Are Right for Your Campaign?

The short answer to that question is: Everything that will work for your audience and your business that is within your budget.

You should start with the question: What does your audience read? This will help identify specific tools and tactics to use. For example, if your prospect or customer base doesn’t read trade journals (not very likely!) then you wouldn’t use print ads or article development.

You have a multitude of tactics and tools to use. A short list includes:

  • Public Relations – press releases, speaking opportunities, press interviews, article development
  • Conferences – pre-show direct mail, pre-show e-blasts, educational seminars, show graphics, booth development
  • eMarketing – eNewsletters, products/services e-blasts, banner ads, webinars, podcasts
  • Advertising – print and digital ads
  • Social Media – strategy development, blogs, social channels, video
  • Collateral – brochures, sell sheets, case studies, tech notes, white papers

Remember to always integrate as many marketing elements as possible to ensure that your campaign is everywhere your customer is. Keep in mind that people still need to see your message a minimum of 6 – 8 times before they remember or recognize it.

How to Integrate the Tactics Targeted to Your Audience

The most important step in using these marketing elements is proper integration. As I mentioned above, your customer needs to see your messaging a number of times before they act. And they need to see that same message in multiple places. Using only one tactic may not deliver the results you need.

How do you integrate your tools and tactics?

Here are 6 tips for integrating your marketing campaign.

Tip 1

Know what you want the customer to do. Only use urls or links that go to the next step towards your goal. This may mean a landing page or a sign up for a download or a registration for a webinar – not the Home page of your website or a product or service page.

Tip 2

Keep your message simple and consistent. Make sure you’ve delivered the WIIFM value. Don’t make the customer guess what your message is. They won’t come up with the same answer as you!

Tip 3

Your website is the hub of all your marketing efforts. Make certain it is responsive design, that all your activities drive traffic to your site and you use landing pages to finish your marketing message.

Tip 4

Tell stories so customers can see how your product or service will fit into their work environment.

Tip 5

Ensure your gated downloadable content is high value. Your customer is giving you a valuable piece of information (their email address) so you need to make sure that you are delivering value to them. A simple rule of thumb is: marketing brochures, case studies and sell sheets are all free. White papers, reports, eBooks have deeper content, are more valuable and should be gated for lead gen.

Tip 6

Develop and reuse content in multiple formats. For example the same content can be rewritten or reformatted for use on social media, eBlasts, advertising, landing pages, and display ads. It’s critical to ensure that ads in your campaign are all related – having the same look, feel and message whether they are print ads or digital ads.

Measure Your Results & Reassess Your Tools

Marketing success depends on measuring results. If the tool is working, keep it. But if the results don’t meet your goals then you need to reassess and change tactics. Doing the same thing that doesn’t work over and over simply because it fits within your budget will not suddenly create a marketing success. You’ll need to identify what does work and either ramp up that tactic – or change your campaign tools and test something new.

What Does This Look Like in Practice?

Let’s take one of our clients, MeMed for an example. MeMed is a diagnostics company dedicated to reducing the use of antibiotics. The company had a peer-reviewed and validated study scheduled for release in PLOS One and wanted to reach a larger audience in the healthcare community.

We developed a media plan specific to MeMed’s goal and market segment for both North American and international audiences. We started with a press release to provide trade media and researchers detailed information and to drive traffic to the PLOS One article.

The press release was both sent on a wire service and embargoed on EurekAlert for scientific writers and reporters one week before the PLOS One article was released. We worked with PLOS One to obtain permission for this strategy and to delay their article release in order to maximize MeMed’s exposure.

What were the results? We achieved:

  • more than 10 interviews and articles from trade and popular publications – both print and online
  • website press release pickup on more than 39 sites
  • articles in Time and BBC News Health
  • an interview on BBC Germany
  • an invitation to be part of a documentary on antibiotic usage
  • a story on Select Science ranking in the Top 10 most read news stories for 2015 (No. 6)
  • and more than 100 requests/orders for their ImmunoXpert product.

Choosing the right tools and tactics for your marketing campaign is based on your overall strategy, budget and goals as well as what your audience reads. Marketing success depends on ensuring you integrate all of your tactics properly. Have questions on how you can enhance your marketing campaigns? Give us a call!

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

Read More