Posted by on Jun 17, 2019 in Integrated Marketing, Marketing Tips | 0 comments

How Can You Optimize Webinar Results?

Once your company has achieved brand awareness (and even while you’re still working on it!), lead generation is the most important activity for any marketing department.

What is one of the most valuable tools for B2B lead gen? Inside Sales.com’s Optimal Lead Generation Methods report states that “75% of respondents (B2B sales and marketing representatives) say a webinar is the best way to generate high-quality leads.”

 But to generate those high quality leads, you’ve got to design an effective webinar and follow-up marketing campaign.

Designing an Effective Webinar

For science-based businesses, a third-party webinar is a smart choice. When you hold your webinar via third party trade publications, it is viewed less as a direct marketing campaign and more as higher-value educational information.

You need to choose a topic your audience is interested in. Then choose speakers for the webinar who are not associated with your company, as that drives higher interest in the webinar for your target audience.

You should know that third-party webinars can be pricey. You’ll be paying quite a bit of money for their email list in addition to the hosting and all the marketing they will do to their audience. But sometimes their list isn’t complete, and you’ll want to supplement it with additional lists – including your own – to make the most of your investment.

Once you’ve held the webinar, I often say to clients, “Now what? What are we going to get out of the webinar?”

Yes, you’ve got a webinar. You’ve got this great piece of collateral that’s going to live on and be accessible for a year. You can market it, you can do eblasts reminding people to log on to the archived version of the webinar.

But what’s the next step in generating leads from a webinar?

Creating ROI from Your Webinar

Sometimes companies who hold webinars think that once they’ve created, promoted and produced the webinar the job is done. It’s not.

If this is what happens in your organization, you’re walking away from leads. Obviously, you don’t want to do that. You need to keep marketing.

How?

When a webinar is scheduled, many people will sign up. But only half – 40% to 50% – of that audience usually attends. This is when you segment the audience who was interested in the material. You’ll divide the list into “Those Who Attended” and “Those Who Did Not Attend.”

For those people who attended the webinar, you’ll create an email drip campaign starting with a “Thank you for attending” message along with a next step call to action. Your next email could include an Executive Summary of the webinar or the PowerPoint slides in a PDF format. The emails following that could include white papers, case studies or articles relating to the webinar topic.

But for those interested parties who didn’t attend, many times they are completely left behind by marketing and sales departments. You can’t assume they didn’t attend because they weren’t interested. Anything could have happened – life, emergencies, important meetings, etc. This situation calls for a different email drip campaign.

For these folks, you’ll want to create a starting email with a “Sorry we missed you on the webinar!” message. You can also include an executive summary with a call to action link to the archive for the webinar. Your next email in the drip campaign might be the PDF of the PowerPoint slides from the webinar along with a link to the the archived webinar – providing a way for them to attend at a more convenient time.

As this audience gradually attends the webinar, you’ll receive monthly reports from your webinar vendor identifying them.

What Happened With This Clinical Company’s Webinar?

One of Brandwidth’s clients in the clinical space did a webinar on PCT testing and Sepsis.

The first step? Identify the audience. In a hospital, sepsis falls under the antibiotic stewardship team. That team consists of three audiences: the laboratory director, the infectious disease director and the pharmacist. In every hospital, that’s the team for an antibiotic stewardship program.

The webinar was being run through College of American Pathologists. Now, CAP is an outstanding place to have a third-party webinar, but their list is specific to laboratories. They don’t have infectious disease doctors in their database, and they don’t have clinical pharmacists on their list either.

The next step? We rented two lists to fill out the audience – a clinical pharmacist list and an infectious disease doctor list. We gave the infectious doctor list to CAP so when they sent out the invite to the PCT & Sepsis webinar, both the labs and the infectious doctors received it.

The clinical pharmacist list rental required a different process. They needed an HTML version of the invite to send to their list. So we provided the messaging for the invite in HTML for them.

The set-up? We structured the webinar to ensure that our client spoke very little. While they sponsored the webinar, they chose a clinical pharmacist and an infectious disease doctor to speak about sepsis, why PCT testing is so important and how it affects diagnosing sepsis. In addition, we structured the presentation slides for both leading experts.

On the day of the webinar the company had 1,100 registrants for the webinar. It was a one-hour webinar, and more than 600 people attended. But what’s fascinating is this: that one-hour webinar lasted an hour and a half due to the questions the audience asked.

Post webinar marketing steps?

Now we had the list of registrants, and they included the clinical pharmacists, infectious disease doctors, and labs.

What we did first was create an email blast to those who attended from the registrant list. To those who attended the message was, “Thank you for coming.” For those who did not attend we crafted an email message of, “Sorry we missed you.”

And because we had rented the infectious disease doctors list for a three-month period, we were able to see which doctors did not register for the webinar. For those individuals we created a special email message around, “Sorry we missed you at the webinar. Here’s a link to the webinar archive.”

The ongoing email marketing campaign looked like this:

  1. The first email provided the webinar’s executive summary and PowerPoint slides.
  2. The second email provided an FAQ. This FAQ was created from the Q&A from the webinar.
  3. The third email provided attendees a white paper on PCT testing and sepsis.

By structuring the ongoing communications, we kept the audience engaged. It was obviously a very germane topic, because 1,100 people registered and even more importantly – 600 attendees stayed on the phone for an hour and a half. Not one attendee left the webinar before the end.

A Successful Webinar Delivers ROI

A successful webinar includes the right topic and the right audience. You need to make sure you’re reaching all of the audiences that pertain to the topic. If you’re producing the webinar through a third-party organization, they may not have the list for your entire audience – so go and rent more lists. Be sure that you have a plan for a proper follow-on marketing campaign.

Remember that in science-based businesses, sales numbers are not always immediately reflected. You won’t be in the position to have a “Buy It Now” button, so ROI can occur 18 months or more after an event such as a webinar. It’s important for your marketing and sales teams to track whether their conversions have attended and engaged with the webinar, or any follow-on marketing efforts.

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.

 

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Posted by on Oct 2, 2020 in Integrated Marketing, Marketing Channels, Marketing Tips, Uncategorized | 0 comments

10 Tips for Getting Results from Your Life Science Ad Spend

by Deb Harrsch

The year 2020 has introduced us to a whole new situation where the only way to generate leads is through digital media. Because of COVID, advertising has become even more important. In fact, I would say that social media and advertising are the two most important digital channels right now. And both of those are supported by useful and creative content on your website.

After all, where else are you going to get leads from?

That’s why advertising is important to have in multiple formats, from print and digital to publication websites and search engine marketing. Your prospects need to see you in multiple places. If they do, you can generate leads in several ways.

It’s important to put all of the ad puzzle pieces together in a way that makes sense. Your puzzle is your budget for producing leads. Your job is to figure out which pieces fit together to achieve the best results in the most cost-efficient way.

And all of the normal rules are out the window.

There are lots of moving pieces when it comes to developing advertising that delivers solid results. It starts with knowing your audience and developing your ad plan. Because it never hurts to have some useful tips to help you choose your puzzle pieces wisely, here are ten points you’ll want to dig into.

  1. Maximize your publication ad spend

Should you be in every publication your audience reads? Well, sure – if you have an unlimited budget. But, who does? I can’t say that I’ve met anyone with one!

The point here is that you need to choose publications wisely. You also need to understand the audience demographics for each publication – and match that with what you’re trying to deliver. For example, publication A has an audience of 13,000 readers. A solid audience number for sure. But, say publication B has a larger audience – and reaches the same 13,000 person audience as publication A. Which publication do you choose?

Well, if I have a limited budget, I’m not going to run my ad in both. Unless there is something spectacular happening in publication A, I’m going to choose publication B since it has a larger audience for the same market. With a limited budget, instead of spreading your budget across five publications, think about choosing the three which cover your audience best.

Another aspect of maximizing your ad spend is the value you receive. You can stretch your budget by negotiating with publications. For instance, if you run a print ad, you may be able to negotiate a free digital ad – or perhaps a free podcast sponsorship.

We work hard to negotiate with publications on behalf of our clients and publications really do try to help clients achieve their end goal. While our clients pay the publication directly for advertising, we try to make sure that they also get some free value-adds as well.  Many times, publications are able to discount an ad product or provide a free opportunity if we build an advertising package of products with them. While you can’t always make it happen, we try to deliver the value-add. A good place to start is with your ad rep.

  1. Put ads in the right places in publications

Once you’ve got your publication list nailed down, choosing where in those publications to place your ads becomes critical. It’s always optimal to have a mix of both digital and print ads. But, how can you get the most out of print ads?

Editorial calendars are the key.

While editorial content isn’t as important for digital ads, it is extremely important for a print ad. Think about it. If a print article focuses on something your company offers, isn’t that the very best place to insert an ad?

We only ever place print ads where the editorial reflects what our client does. For example, if a publication is running a piece on selecting API suppliers, we’ll run a print ad for one of our API manufacturing clients. We always try to get those ad insertions placed in the feature story itself.

We know that clients have limited budgets and you can’t always do a full-page ad buy. In those cases, our strategy is to do what are called half-page island ads. The reason we choose the half-page island ad is because there won’t be other ads on the page competing for a reader’s attention. The only copy on the page other than the ad is the article copy. You really can’t ask for a more targeted ad placement than that!

As I said, it is optimal to have both print and digital ads running. The best mix is when you place print ads in editorial content specific to your company and balance those with digital ad placements in multiple publications in that market segment. Of course, this strategy depends on the publications that serve your audience.

  1. Make your digital ad buy do double duty

Digital ads in publications have a particular advantage – they are extremely flexible. Once a print ad is published, there’s nothing more you can do until you run another insertion. But, a digital ad can be updated quickly or you can rotate two ads within one ad buy. This is called a split run, and makes your ad dollars work harder for you.

For digital ads, we typically run a three- or six-month campaign with a publication. This ad block usually consists of multiple ad sizes. For example, a large block ad down to a small mobile ad. (This helps us control the look of the ad everywhere.) During this ad buy, our marketing plan may call for promoting multiple products or services to the same audience. When this happens, we’ll start running the digital ads with our first set of creative and then at any time during the run we can swap the initial ads out with new creative.

For example, we are working with a life science software client. They have a product which helps companies manage COVID-19 research. They also have a product that helps employers get staff back to work safely. The publication we identified has a pharma audience – and it tends to be the managerial C-suite. This group of folks has not only the responsibility of getting their employees back to work, but they also have the responsibility of doing research. Both products answer this audience’s needs. Therefore, we are running separate digital ads for both products on this publication’s website. The publication is rotating the ads for us in our ad slot.

Even if you don’t have multiple products, the important thing to remember is that your ad buy can be updated for almost any reason. If you’ve got a new white paper coming out and you’re promoting it, or if you’re going to a trade show (when we can do that again!) and want to drive booth visitors, all of these can be reasons to create another set of ad creative and request the publication rotate them in your ad buy. You won’t even need to tell them when – they’ll automatically arrange it.

  1. Search Engine Marketing (SEM) Ads

Don’t forget about search engine ads. But, what type of SEM ads work best? Should you dive into Google Ads and the complex bidding and building process for search ads? Or is there another option?

I am an advocate of Google Display ads. When budget is tight, I’m able to spend less money for a wider audience than I can achieve using search ads. We find that display ads perform very well for our clients – and they are far less expensive.

The reason? Display ads target people who have already searched for something similar to your product. Remember that pillow you searched for a couple of weeks ago? Well, that’s why you see nothing but ads for bedding – everywhere!

The purpose of display ads is to provide you with content that is relevant to your needs. This serves up a niche audience who is already pre-qualified for your ad. Additionally, because display ads rotate, the user doesn’t get tired of seeing the same ad and doesn’t start ignoring it.

Search advertising can be complicated, so it’s important that you work with someone who is Google-certified. You must know what you’re doing to avoid wasting budget. Never forget to measure your ads to see what is working and what needs changing (see number 10 below!)

  1. Animated versus static ad results

There’s a lot of choice when it comes to digital ads. One of those choices is whether to run a static ad or an animated ad. A static ad means the ad doesn’t move or change while it’s on the screen. An animated ad has movement and changes messaging.

You might think that since video is a key content choice today that animated ads perform better than static ones. That’s not actually the case in practice. We’ve found that clickthrough rates are the same. There’s no need to develop flashy animated content for display ads.

If you think about it, how long are you going to wait for an ad to animate on your phone? Not long enough.

People are scanning faster; they are using mobile more and aren’t sitting around waiting for the ad to rotate through its content. And that’s not just for mobile users. They may not even give it that amount of time at their desktops anymore either.

There is another challenge with animated ads. Some publication websites have tight restrictions on the size of the file which limits your ability to put more information in an ad.

We focus our efforts on static ads. There’s no negative to an ad being stationary, because the truth is most of the display ads from Google are, in fact, static – which means users are used to them.

You need to remember, too, that when you run ads in newsletters, Outlook does not accommodate rotating banner ads. In addition to static ads, we mix up the allocation with text ads, making sure we monitor and measure what works best.

  1. Improve performance with A/B testing

This is one area that is continually forgotten in the rush to deliver results. But, A/B testing can mean the difference between an ad spend that didn’t work at all and a successful ad spend.

When we create a digital ad for a customer, we sometimes run two different versions – an A and a B version. It’s a great way to test your ad copy – especially headlines and your call-to-action (CTA). The key to digital ads is a strong headline and a strong CTA. A/B testing allows you to experiment with all areas of your ad to achieve the best results.

More importantly, it gives viewers something new to look at when they’re on that web page – and when they re-visit that page.

  1. Deliver value and receive leads via ads

What good is an ad without giving the audience something of value? It turns out – not much.

We’ve learned that digital ads with deliverables (such as white papers or case studies) perform far better than ads without them. Our secret sauce is an ad that drives to a landing page, which finishes the marketing message begun in the ad. That landing page allows the audience to download (usually) a case study or white paper, giving them real information that helps them understand more about:

  • your product or service
  • how it works
  • how you work
  • what it’s like to work with you
  • results customers like them have achieved.

Another option for you is having a publication run a gated promotion of your white paper. In many cases, this is the better choice for lead generation, because people are more willing to give their information to a publication than they are to a company’s direct landing page. In this case, the publication will gate your white paper and provide you with a spreadsheet of the names and contact information for the people who downloaded it.

  1. Think outside the box with sponsorships

Sponsorships are another advertising opportunity. A webinar or podcast sponsorship is an excellent way to put your company in front of a targeted audience. But, it can’t be just any webinar or podcast topic.

The first step is to always – always – make sure that the content being delivered matches what your company does. For example, we found a webinar was being offered on COVID-19 and research. Well, we have a client with a COVID-19 software product. Our client doesn’t do COVID-19 research, but their product supports it, so they sponsored the webinar. That produced a list of leads for companies doing COVID-19 research, which were perfect targets for the salesforce.

  1. Publication sponsored email campaigns target hard-to-reach audiences

Another product available from publications is the sponsored email. With certain client bases, our only option to reach them is via an email campaign. It’s extremely important to only use this advertising method when you have something newsworthy to promote – such as a whitepaper about a new product offering. With sponsored email, you need to have some solid information or offer with a strong CTA – a new brochure won’t cut it!

  1. Monitor and measure

The key to successful advertising is monitoring what’s happening and measuring your results. Don’t throw money at something without measuring it. We measure social media, we measure email, and we measure advertising. We constantly look at what’s working and what’s not working. If it’s working, we don’t need to change it. If it’s not working, it’s time to change it.

Again, ad buys get snapped up fast, so you’ve got to be on your game. Create your ad plan and make sure that the puzzle pieces fit together. Always be sure you have all the assets in place to deliver measurable results.

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.

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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.

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Posted by on Aug 7, 2020 in Integrated Marketing, Marketing Channels, Marketing Tips, Tradeshows | 0 comments

How to Generate B2B Leads in Our New COVID-19 World

How to Generate B2B Leads in Our New COVID-19 World

by Deb Harrsch

We’re not going to trade shows anymore. In fact, I don’t see us (meaning all businesses globally) going to trade shows for the remainder of this year – and possibly into 2021. This means a couple of things:

  1. We’re not going to have customers or prospects walking up to our booths.
  2. We (sales and marketing) still need to produce leads.

Well, you might say, “But what about virtual trade shows?” It’s a valid point. Many shows did pivot to an online format. Some have worked (sort-of), while others have been significantly less successful at producing leads.

As you move forward with virtual trade events, you should be very careful and do your homework. Ask how the show organizers will provide your company with contact information for attendees. After all, you can’t scan a booth visitor’s card, get their business card, or talk to them at a virtual event.

So, where else are you going to go? Where are you going to get leads from?

You need to find a way to get those leads and be smart with your dollars.

It’s a Digital World After All

We’re living in a very different world. Some people are no longer at their office desks and perhaps they’re not getting their print publications at home. So, now what’s happening? Print publications are stacking up at the office and visibility is limited. Right now, it’s all about making sure potential customers can see you in multiple ways and you can generate leads in multiple ways.

That’s why digital marketing and advertising are important.

In this post-COVID world, social media and advertising have become even more important marketing tactics. At Brandwidth Solutions, we are very focused on lead generation for our clients.

Produce Solid Leads from Advertising

Smart advertising is one way to create leads. It starts with smart spending and ends with creating specific types of digital and print ads.

What I often hear is, “I don’t have a big ad budget.” My answer to that: You aren’t going to all of the trade shows you had scheduled this year, are you? This gives you dollars you can reallocate. Now, I know the trade show companies want you to shift that budget to next year – but perhaps it’s possible to just move the deposit. But you and I both know, if you don’t spend it now, you’ll lose it. So, let’s use those dollars wisely.

Look at it this way: because you’re not going to shows where you would have spent $50,000 to $80,000, you have an opportunity to increase your budgets in other digital marketing areas that are working right now. Let’s use some of those dollars to increase your ad budget, your content development budget, and your social media budget so that you can deliver more leads.

But, all the ad budget in the world isn’t going to produce leads unless you create the right type of advertising. Brand awareness ads aren’t going to cut it. You’ve got to develop ads that speak to the value your company offers. You’ve got to deliver assets that help your prospect (remember, you need to deliver content addressing your customer’s journey). And then you’ve got to collect their contact information.

The World of Life Science Advertising Has Changed

It used to be that life science software, contract pharma services, and lab equipment advertisers had a choice of search engine ads (like Google Ads) or print ads in trade publications. But, the world of life sciences advertising is very different now. There are many more ad opportunities available.

This shift had already started prior to COVID-19. Now, it’s a whole new ball game.

Yes, we have search engine marketing (SEM) with Google Ads and display ads. We have paid social media. We still have print ads.

However, we also have newer products, like webinar sponsorships and podcast sponsorships. Trade publications and association publications have all introduced more lead generation advertising products. In addition to advertising on their websites and in print, we’re now able to sponsor targeted newsletters to specific audiences. In some cases, it may be a vendor ad, but in other cases it’s possible to sponsor an entire newsletter.

Publications also offer promotions of thought leadership interview videos and podcasts. In addition, there are promotions of gated white papers that produce spreadsheets of leads, text ads which drive traffic to your landing pages, and digital ad retargeting.

Choices, Choices and More Choices

Before you can develop an ad plan that delivers the leads your team needs, you’ll have to do some research and make some choices. You’ll need to think through where and how you’ll get the most leads for your budget. You’ll also need to identify all the assets you have on hand – or need to create – to give your prospects a reason to engage. Most importantly, you need to think about your customer’s journey from awareness to consideration to buying.

Or, you can call us.

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.

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Posted by on Jul 8, 2020 in Integrated Marketing, Marketing Tips, Uncategorized | 0 comments

How to Create Marketing Campaigns Using Your Buyer Personas

How to Create Marketing Campaigns Using Your Buyer Personas from Brandwidth Solutions

by Deb Harrsch

Last month, we looked at how to refresh (or create) your post-COVID-19 buyer personas. This month, we’ll look at how to use them to create marketing campaigns that make sense in our new sales environment.

Mapping the Customer Journey

The whole point of a buyer persona is to create targeted social media and marketing campaigns with the content your prospects want. Having built your customer personas based on actual conversations your sales team has held with buyers, you can confidently drive your prospective customer through the customer journey.

Keeping it simple, there are three objectives in the buyer’s journey: awareness, convert, and close. There are a lot of other steps in there, but these are the main stops on the journey.

  1. First, you want to attract prospects and create awareness.
  2. Next, you want to convert them, to make them consider your product or service.
  3. The final goal is to close the sale.

But, the question is, how do you get them to go from awareness to consideration to purchase?

It’s a really important journey. And you don’t want to lose them along the way.

The personas you build dictate everything. They dictate how your website functions and navigates. They dictate the kind of collateral you need and how you’re going to take a buyer from awareness to purchase. How you get them from point A to point B to point C is what persona marketing is all about.

Sales teams understand the journey. This is one reason why marketing needs to work closely with sales. A brochure is not a journey. That’s a factoid. There’s nothing of value in that brochure that’s going to get somebody from awareness to consideration to a purchase. You need more support than that.

The journey needs to make prospective buyers think: “This the best service or product for me.” Your job is to build content and collateral around that journey.

Different Buying Needs

In each company there can be multiple buyers, right? So when you’re looking at your marketing material you have to look at it from each of those personas, because their buying needs and decision-making processes are different.

Our clients typically have several levels of buying personas. For instance, a software client has personas for:

  • The user – the person that will use the software in the lab.
  • Their boss – who will make the buying decision.
  • The IT person who must implement it.

When we’re creating content, whether it’s for the website or marketing collateral, we have to consider those individual personas. Other life science clients can have four or more buyer personas for products or services. In every situation, we need to build content that addresses their individual needs because each of them will be very different.

Think about it – maybe the conversation starts with an influencer, then it moves to the gatekeeper, and then it goes to a decision-maker. In the above case of software, the IT guy may say, “We only want SaaS, we don’t want anything on a server.” The buying person may ask, “How am I spending this money and is it going to deliver ROI for me?” Both of those people are going to need content and value propositions that address their specific needs.

Designing Persona-Based Marketing Campaigns

Using customer personas not only allows you to choose and create material that addresses the pain points and values that your buyers need, it also identifies the marketing tools you’ll use to reach each of those personas. These personas will drive whether you use social media, case studies, email marketing, website FAQs, webinars, or print collateral.

When we build marketing campaigns, we start by creating a working spreadsheet based on our campaign goal and the selected target personas. The spreadsheet clearly states the name of the campaign and what personas we’re going to use in that campaign. We lay out our strategy and we list our goals.

We survey the marketing assets and content we already have available to ascertain whether it fills a need in the customer journey towards our goal. Because what we use for one persona will be different than what we use for another persona, we assign available content to the appropriate personas and where it fits in the lead nurturing campaign.

We then assess what materials we still need to influence the personas’ movement through the stages of the journey. We ask, “What are the materials that we need to build to get them through those three major stages?” And then we build them.

With this working spreadsheet, it’s easy to see what content matches which persona.

A campaign is not just an ad. It’s a combination of all of the collateral, the outbound and inbound marketing tactics, and all of the engagement.

The next step is to build your campaign week-by-week in your spreadsheet. I suggest taking it persona-by-persona and working through each one – assigning the journey stage, each activity and content type, and message to keep them engaged and coming back for more inspiration as they’re working through their buying decision.

Success and Scorecards

No marketing should ever take place unless you’re measuring your results. Guess what? You’re going to give your campaign a score. Look back at and review your goals. Ask what was our goal for lead generation? What were our actual lead generation results? What percentage did we close?

After the Close

And don’t forget after you’ve got them to buy, you need to keep them engaged. Why?

First, your engaged, vocal, and loyal customers are one of the best sales assets you have. Second, you want to keep them engaged because you may have new products or services and new updates for the products they’ve already purchased. You need to retain your customer and keep them viewing you as their problem-solver.

Have questions on how to develop a persona-based marketing campaign? Reach out and let’s talk.

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.

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