lifesciencemarketing.bitesizebio.comLife Science Marketing | Bitesize Bio Content Marketing

A community of 1M+ bioscientists sharing wisdom, advice and tools for doing science better Nurtured and ready for you to engage to create deeper brand authority and sales-ready leads Find Out More Menu CloseMarketing at BsB Custom Marketing Get in TouchFounded in 2007, Bitesize Bio supports the advancement of science by gathering and presenting the best available wisdom, advice, and tools for our community of bioscientists. Hundreds of mentors and companies have contributed their expertise in easy-to-digest articles, webinars, courses, eBooks, masterclasses and podcasts to create a growing library of lab wisdom that is used by an average of 307,145 bioscientists every month. Within this unique community we offer proven, effective strategies for your company to generate brand awareness, nurtured leads and direct engagement with your target researchers. Alternatively, our marketing agency service lets you access the team that drives Bitesize Bio to support your web presence, content marketing and lead generation efforts. Marketing within the Bitesize Bio community The following are some of the main tried and tested tactics available for deployment within our community. For larger strategic campaigns, we can use multiple tactics to meet your goals. Interactive Courses and Quizzes Podcasts Ebooks / Downloadables Virtual Events Custom Virtual Events Email Masterclasses Educational Articles Community Webinar Program Custom Marketing Services Our staff have the full stack of expertise required for deploying world-class digital marketing campaigns for companies in the bioscience sector. Below are some of our most requested services. We’d be delighted to discuss your specific needs and provide portfolio examples. Technical Content Production Articles, white papers, eBooks, web copy, marketing copy, email copy, etc. Web Infrastructure Management Full design, deployment and/or maintenance of your website, CRM and eCommerce facilities Digital Event Production and Management White label webinars, virtual conferences, virtual product launches, podcasts Learn more about Effective Marketing To Life Scientists Effective Marketing To Life Scientists How to influence the purchasing decision of scientists: A guide for life science marketers Life scientists are trained to think logically and make rational evaluations and decisions on a daily basis. Because of this, it is often assumed that they base their purchasing decisions on hard logic, meaning the best approach to life science marketing is to provide data-rich informational content to prospective buyers. But scientists are human beings first and scientific thinkers second. Underneath all of that trained and honed rationality, they are consumers, driven and restrained by the same psychological, emotional and social triggers as the rest of the population. This means that before you can outline your rational pitch to a life science professional, you have to overcome their irrational barriers. That means doing the necessary spadework to gain their awareness, trust and respect for your brand, otherwise your marketing efforts will fall at the first barrier. As a life science marketer, this is an important realisation because it underlines the fact that data and reason are necessary but not sufficient to reach scientists with your product or service. Not understanding this is why so much of life science marketing under performs. So, how do you build a digital marketing campaign that will connect with life scientists to break down the emotional barriers and let you talk data and reason with them? How to make friends and influence life scientists In some respects this is the Holy Grail of life science marketing, but the short answer is: help and support them. A large portion of a researcher’s work is spent learning about, troubleshooting and gaining hands-on experience of the techniques they need to use in the lab. And therein lies a golden opportunity to earn a scientist’s trust and respect. This is where your expertise in the field of your product or service can genuinely help scientists, science in general, and your company by consistently capturing and sharing your company’s hard-won technical experience with the life science researchers you are targeting. In doing this, you will help them move up the experience curve faster and with less pain. And this will help your company become their trusted advisor and thought leader in your technical niche. In practical terms, what you need to put in place to achieve this is an integrated content marketing strategy . Life Science Marketing – One Important Question What content is useful for life scientists? As simple as this question is, it is crucial that marketing teams of life science companies consider it, as it changes the focus from what we want to say, to what our target audience wishes to hear. The backbone of an integrated content marketing approach is an ongoing stream of genuinely useful educational material that is specific to your technical niche, and is evergreen. Each of these characteristics is crucial in successful content creation strategies. Ongoing content: This is essential because a consistent stream of content is required to gain attention, establish trust, build authority and maintain influence. Each piece of material is a touchpoint. Each touchpoint builds on the last to reinforce and maintain the perception of your company as the expert, and trusted advisor. Genuinely useful educational content: Having this as a focus can stop you from falling into one of the major traps in content marketing: writing about what your company wants to talk about rather than what the scientists in your niche need you to talk about. What your company wants to talk about is its products, their features and how to buy them. What the audience in your niche need you to talk about is the insight, expertise and experience you can offer to help them improve their understanding, skills and troubleshooting abilities in the technical niche you are targeting. Specifically targeted content: It is vital to create material that is specifically targeted to your niche, because what you target is what you get. For example, if you want to target scientists who are using CRISPR but you write articles for them about the general application of CRISPR in society, that wide targeting will bring in lots of people who are interested in CRISPR but they won’t be the scientists you are looking for. Instead, you need to get under the skin” of the technique and talk about the nuts and bolts of how to get it to work in the lab, for example. Evergreen content strategy: This refers to content that is designed to be just as relevant in 5 years’ time as it is now. You need this for three reasons: 1) it saves you from having to write so much new content month on month; 2) it enables your content to attract vital long-tail organic traffic; and 3) it helps you avoid the news” trap. Companies often fall into the trap of writing news when they should be writing evergreen content because news is easy to write. The trap is that news is not useful educational content, it does not influence or nurture scientists in your niche and it loses all value after a couple of months. Some examples of great educational content created by Bitesize Bio for companies like yours can be found below: How to validate a CRISPR experiment 17 Ways to stop pipetting errors from ruining your experiments How to Troubleshoot Problems with Fluorescently Tagged Proteins Integrating your content into a structure that delivers results Now you understand the sort of content you need for an integrated content marketing campaign. Regularly publishing content that meets these criteria will deliver what you really want – brand awareness, influence, leads and sales – but only if you integrate it into a structure that enables this. An effective integrated content marketing strategy needs to: Deliver your content to the right life science...