Best Overall Marketing Strategies and Tactics for Mary Canady October 15, 2014 comprendia.com/2015best #comprendia

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1 Best Overall Marketing Strategies and Tactics for 2015 Mary Canady October 15, 2014 comprendia.com/2015best #comprendia

2 Search Engine Optimization (SEO) and inbound marketing 3% Social media best practices 5% Registration Poll Best overall marketing strategies and tactics for % Digital marketing best practices 7% Modern marketing plan template 12% Integrating traditional, digital, and social media 12% Metrics: Return on investment (ROI), key performance indicators (KPIs) 12% Content plan strategy and tactics 16% 2

3 Strategies Follow Trends Changing Landscape Media Scientists reality More access to customers, data Need to integrate digital, social, traditional marketing 3

4 4

5 Social Media & Content Stats 35% of life scientists use social media constantly or frequently for their work Half of scientists using social media for work engage with life science vendors LinkedIn and Facebook are the top social media applications for life scientists Life scientists spend 15 hours a week on online content to support their research Researchers view online content from an average of 11 vendors per year 5 Digital Marketing to Life Scientists: Social Media and Best Practices and Content Marketing in the Transformation of Life Science Marketing Reports

6 3 rd Party 1 st Party Social Media Toolbox Application Description Uses Find Customers Blog/Web 2.0 LinkedIn Twitter Dynamic website with rapidly changing content Professional networking Sharing information with short updates Search engine optimization Engage in a controlled environment Create group related to engagement channel Engage and find followers based on topics or events Facebook Social networking Create a page and engage Everybody Googles Drive traffic from 3 rd party sites Advertising interface Search groups Run Ads Search for keywords or hashtags Run Ads, use interface Google+ Social media backchannel Create brand page, engage Hashtags Influence SEO 6

7 3 rd Party 1 st Party Only Constant = Change Application Blog/Web 2.0 Changes Google SEO algorithm changes frequently ScienceOnline ceases operations LinkedIn Groups de-emphasized Group settings changed 7 Twitter Acquisition of many free analytics applications De-emphasis on Twitter lists API restrictions affecting RSS, automation Facebook Must pay to reach page followers Ad options change often Fake users continue to plague Google+ Google Authorship is dead Will Google+ be next?

8 8

9 Integrating Ch-changes More customer data Definition of online value proposition Content Plan Living documents 9 March 2013 Life Science Marketing Plan Workshop Webinar

10 Survey Questions Basics Demographics: occupation, age Computer savviness Use of social media and existing forums, etc. Willing to mix business/pleasure Would you upload images? Join a forum? What customer pain can you speak to and engage? Always ask the 20K foot question What strategies should you avoid? What online resources do they want from you? While you re at it ask for help later Always follow up 10

11 Always Be Conversing Twitter conversations Blog/Community/Forum Promoting scientists Google Analytics Keyword analysis Content Marketing automation Hubspot, Marketo, Eloqua, Adobe Cloud 11

12 Online Value Proposition What unique value can you provide that will attract and nurture leads? Survey the competition Must relate to your products Treat it like a product Positioning Messaging Voice 12

13 NEB Epigenetics Campaign 1 st Party Publications Forum Blog Community 3 rd Party Facebook Twitter 13 epiexperts.com Result: NEB has 9,000 engaged epigenetics researcher followers.

14 Content Plan Base on OVP, data Consider customer journey Logistics Shared files and calendar Templates Training and detailed policies Incentivized writers Management MUST buy in Comprendia s 2013 Content Planning Webinar 14

15 Generating Content Scour the web Alerts Blogs Publication searches Social media feeds Custom RSS Monitoring Service In-house content Blog Repurposed content Do inventory, what s worked in the past? 15

16 16

17 Best Overall Strategies Trend Changing landscape More access to customers, data Integrating Digital, Social, Traditional Strategies Online Value Proposition Content Plan Engage, collect, review Living marketing plan documents 17

18 Comprendia Can Help Life Science Market Research Service Life Science Marketing Plan Service Life Science Marketing Plan Workshop Life Science Content Plan Service All Products Webinars 18

19 Comprendia s Value Strategies For Traditional and New Media Marketing Channels and Technologies for Tactical Implementation Focused on Meeting Your Objectives 19

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