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Life Science Marketing
Beyond Web, SEO & Newsletters
How to efficiently share your valuable online content,
interact with influencers, and generate new leads
Johannes Amon, Life Science Marketing Society, June 6 2017
Dr. Johannes Amon, Online Communications & Marketing Specialist
Graduated in Microbial Genomics, Sequence Analysis & Database Specialist
Start-up for Pharmaceutical Online Market Research, Web 2.0 & Semantics
6+ yrs experience in Online & Digital Marketing for major optics company
Content & Goals of this Webinar
u Marketeers in the online world are faced with a sheer abundance of channels,
platforms, and services to reach their audiences and generate new leads. In this
webinar I will share some best-practice examples of how companies in the life
science market can get the most out of their content marketing efforts by
providing helpful high-quality content through various online distribution channels.
u Get new ideas how to engage with your customers & empower them as brand
ambassadors
u Generate new leads by spreading your message in your customer’s online networks
u Learn which online services & platforms are most suitable, and how to best
implement your sales funnel through your messaging & content
Why „Beyond“ – Cover the Basics First!
u Navigational structure and customer journey / UX on your company webpage
already need to be optimized to support sales funnel
u SEO needs to be optimized for your major markets and product groups so that
interested leads can easily find what they‘re looking for via Google & co.
u A digital marketing system for newsletters/mailblasts already needs to be in
place, ideally already automated, segmented, and connected to your CRM
... now you take the step BEYOND
What is Multi-Channel Marketing?
Interaction &
Communication
Content &
Communication
7k followers 9,5k followers 15k followers
760k video views 28k followers 1,3k photos / 5.4mio views
Customer
Newsletters
Global Comms & Content Hub with RSS –
Company Blog, Knowledge Database etc.
*exemplary numbers of major optics manufacturer,
ca. 5yrs of organic growth
Establish a Global Comms & Content Hub
for Your Company
u This can be a Web CMS, a Wiki, a WordPress blog....
u Make sure to have a content strategy based on events, product launches, ...
u Recommendation: A simple system with WYSIWYG editor and user
management for distributing authoring rights between Marcom team
members, PM, product specialists...
u Have layout templates (CD!) and approval workflows for drafts in place
u Combine text with photos and embedded videos for rich, dynamic content
u Always make sure to include links to relevant product pages or „Contact us!“
forms – CTA! The customer journey should lead to a download, registration,
contact... sales funnel!
Inspiration: Leica Science Lab
Inspiration: Andor Learning Center
Inspiration: ZEISS Microscopy News Blog
Reminder: Content IS King!
u Content a company provides is considered valuable by customers when it is
actually helpful for their daily work
u Colourful infographics or fancy product videos/animations need to provide
insights and knowledge into the application/technology/instrument that are
not only worth knowing but ideally also worth spreading/sharing
u Customers in life sciences/academia are highly educated and thus challenging
for any marketeer – listen to your sales reps and product managers about
helpful content, and constantly challenge yourself by evaluating download
numbers/clickrates/“likes“ of various assets you create & provide
Inspiration: Successful Content
u PDF: Scientific White Paper/Technology Notes/Application Guides
u PDF & Graphics & Print: Application & Technology Knowledge Posters
u Graphics: Product & Technology Insights, Application Images
u Video: Product Tutorials, Technology Animations, Webinars, JoVE
Distribute Your Content EVERYWHERE!
Interaction &
Communication
Content &
Communication
Customer
Newsletters
Global Comms & Content Hub with RSS –
Company Blog, Knowledge Database etc.
Don‘t limit yourself to „newsletter campaigns“!
Distribute Your Content
Don‘t forget to include media, use keywords/hashtags and always
provide CTA/weblink!
Empower Your Customers & Followers
Life science researchers are very active on Twitter – identify
influencers and actively grow your network by following!
Content Distribution: YouTube
Improves your Google SEO rankings, helps to drive traffic to your website,
simple linking and embedding. Ideally host all your web page videos here!
Content Distribution: LinkedIn
LinkedIn not only is a powerful HR platform but also a great comms & content
distribution platform that directly empowers your workforce & sales reps to
share content with their professional networks!
Leverage External Platforms: ResearchGate
Display Ads, Native Content Ads and Sponsored Emails
Leverage External Platforms: JoVE
Sponsored Open Access Video Protocols
Leverage External Platforms: BitesizeBio
Sponsored Articles, Webinars, Display Ads, Native Content Ads, Company
presence with RSS & Social Media Feeds, Sponsored Emails, ...
Building a Customer Community
u For life science companies still in early steps
u Choose platform and necessary feature set wisely
u Most available platforms (vBulletin BB, Drupal CMS, Jive, Salesforce...) need to be
heavily customized to suit your CD branding & needs
u Involve PM, service/support & specialists early on to define roles & responsibilities
u If possible, focus on software & developer support
Inspiration: Bitplane Customer Community
Inspiration: ZEISS Customer Community
Future Trends – The Connected Customer
u WeChat as fully integrated B2B enabler for Chinese market – 768m daily users!
u More integrated customer communities with improved platforms
u Better interfaces and integration of social platforms & communities to CRM &
sales funnel
Conclusion: Why go Beyond?
u Improve website traffic & SEO / online visibility - search engines LOVE dynamic,
distributed content!
u Boost newsletter subscription rates / new leads, fill the funnel!
u Get in shorter, more direct contact with customers & prospects - reach out to a
much wider audience, strengthen your brand & become more approachable
Bind existing customers, empower them to become ambassadors /
evangelists / influencers for your company / technology / product, and
leverage their networks to hunt down new customers
The Moments YOU work for...
End of Presentation
Q & A
Direct contact via Johannes.Amon@outlook.com
Connect with me! https://www.linkedin.com/in/johannes-amon/

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Life Science Marketing Beyond Web, SEO & Newsletters. Johannes Amon, June 2017

  • 1. Life Science Marketing Beyond Web, SEO & Newsletters How to efficiently share your valuable online content, interact with influencers, and generate new leads Johannes Amon, Life Science Marketing Society, June 6 2017
  • 2. Dr. Johannes Amon, Online Communications & Marketing Specialist Graduated in Microbial Genomics, Sequence Analysis & Database Specialist Start-up for Pharmaceutical Online Market Research, Web 2.0 & Semantics 6+ yrs experience in Online & Digital Marketing for major optics company
  • 3. Content & Goals of this Webinar u Marketeers in the online world are faced with a sheer abundance of channels, platforms, and services to reach their audiences and generate new leads. In this webinar I will share some best-practice examples of how companies in the life science market can get the most out of their content marketing efforts by providing helpful high-quality content through various online distribution channels. u Get new ideas how to engage with your customers & empower them as brand ambassadors u Generate new leads by spreading your message in your customer’s online networks u Learn which online services & platforms are most suitable, and how to best implement your sales funnel through your messaging & content
  • 4. Why „Beyond“ – Cover the Basics First! u Navigational structure and customer journey / UX on your company webpage already need to be optimized to support sales funnel u SEO needs to be optimized for your major markets and product groups so that interested leads can easily find what they‘re looking for via Google & co. u A digital marketing system for newsletters/mailblasts already needs to be in place, ideally already automated, segmented, and connected to your CRM ... now you take the step BEYOND
  • 5. What is Multi-Channel Marketing? Interaction & Communication Content & Communication 7k followers 9,5k followers 15k followers 760k video views 28k followers 1,3k photos / 5.4mio views Customer Newsletters Global Comms & Content Hub with RSS – Company Blog, Knowledge Database etc. *exemplary numbers of major optics manufacturer, ca. 5yrs of organic growth
  • 6. Establish a Global Comms & Content Hub for Your Company u This can be a Web CMS, a Wiki, a WordPress blog.... u Make sure to have a content strategy based on events, product launches, ... u Recommendation: A simple system with WYSIWYG editor and user management for distributing authoring rights between Marcom team members, PM, product specialists... u Have layout templates (CD!) and approval workflows for drafts in place u Combine text with photos and embedded videos for rich, dynamic content u Always make sure to include links to relevant product pages or „Contact us!“ forms – CTA! The customer journey should lead to a download, registration, contact... sales funnel!
  • 10. Reminder: Content IS King! u Content a company provides is considered valuable by customers when it is actually helpful for their daily work u Colourful infographics or fancy product videos/animations need to provide insights and knowledge into the application/technology/instrument that are not only worth knowing but ideally also worth spreading/sharing u Customers in life sciences/academia are highly educated and thus challenging for any marketeer – listen to your sales reps and product managers about helpful content, and constantly challenge yourself by evaluating download numbers/clickrates/“likes“ of various assets you create & provide
  • 11. Inspiration: Successful Content u PDF: Scientific White Paper/Technology Notes/Application Guides u PDF & Graphics & Print: Application & Technology Knowledge Posters u Graphics: Product & Technology Insights, Application Images u Video: Product Tutorials, Technology Animations, Webinars, JoVE
  • 12. Distribute Your Content EVERYWHERE! Interaction & Communication Content & Communication Customer Newsletters Global Comms & Content Hub with RSS – Company Blog, Knowledge Database etc. Don‘t limit yourself to „newsletter campaigns“!
  • 13. Distribute Your Content Don‘t forget to include media, use keywords/hashtags and always provide CTA/weblink!
  • 14. Empower Your Customers & Followers Life science researchers are very active on Twitter – identify influencers and actively grow your network by following!
  • 15. Content Distribution: YouTube Improves your Google SEO rankings, helps to drive traffic to your website, simple linking and embedding. Ideally host all your web page videos here!
  • 16. Content Distribution: LinkedIn LinkedIn not only is a powerful HR platform but also a great comms & content distribution platform that directly empowers your workforce & sales reps to share content with their professional networks!
  • 17. Leverage External Platforms: ResearchGate Display Ads, Native Content Ads and Sponsored Emails
  • 18. Leverage External Platforms: JoVE Sponsored Open Access Video Protocols
  • 19. Leverage External Platforms: BitesizeBio Sponsored Articles, Webinars, Display Ads, Native Content Ads, Company presence with RSS & Social Media Feeds, Sponsored Emails, ...
  • 20. Building a Customer Community u For life science companies still in early steps u Choose platform and necessary feature set wisely u Most available platforms (vBulletin BB, Drupal CMS, Jive, Salesforce...) need to be heavily customized to suit your CD branding & needs u Involve PM, service/support & specialists early on to define roles & responsibilities u If possible, focus on software & developer support
  • 23. Future Trends – The Connected Customer u WeChat as fully integrated B2B enabler for Chinese market – 768m daily users! u More integrated customer communities with improved platforms u Better interfaces and integration of social platforms & communities to CRM & sales funnel
  • 24. Conclusion: Why go Beyond? u Improve website traffic & SEO / online visibility - search engines LOVE dynamic, distributed content! u Boost newsletter subscription rates / new leads, fill the funnel! u Get in shorter, more direct contact with customers & prospects - reach out to a much wider audience, strengthen your brand & become more approachable Bind existing customers, empower them to become ambassadors / evangelists / influencers for your company / technology / product, and leverage their networks to hunt down new customers
  • 25. The Moments YOU work for...
  • 26. End of Presentation Q & A Direct contact via Johannes.Amon@outlook.com Connect with me! https://www.linkedin.com/in/johannes-amon/