As a life science marketer, you can use social media to establish yourselves as the go-to organization for your area of expertise. The content you produce gives your business a human feel, it makes your business more relatable with the target audience. Additionally, by posting consistent, high-quality social media content you will keep your business top of mind with prospective and current customers.
Increasing awareness, boosting engagement and generating leads are all possible with a successful social media marketing strategy. The diagram below highlights the importance of high-quality social media content across the full customer journey.
The high percentage of consumers who use social media to research a company and its services is valuable when assessing whether your business should employ social media marketing.
Figure 1 – The social path to purchase
This blog post will be broken into 3 areas of focus that will support your social media marketing strategy and hopefully help you further develop your business’ social media presence to grow your customer base.
Although, it is important to remember that this blog will focus on aligning social media marketing with a customer’s pain points and reach overall business objectives. Therefore, by creating content that serves the customers and helps achieve business growth.
The creative side of the process is often the most challenging, especially when you are taking a complex subject and breaking down into social media-ready content. This post has broken down the creative side of the process into 4 main areas:
- Goals – Creating your goals with social media is a fundamental step. Common goals include increasing brand awareness, generating high-quality leads or boosting engagement. Decide your goals by ensuring that they align with your overall business objectives.
- KPIs – Creating KPIs to measure the success of your social media content. These could include:
- Brand awareness: number of followers/website traffic
- Lead generation: sales revenue/lead conversion rate
- Boosting engagement: number of followers/social shares/social mentions
Remember that your social media goals will likely overlap with the wider business’ objectives: Increased brand awareness on social media will lead to an increase in sales for example.
- Personas – Creating personas based on in-depth research is important to understand your audience and their pain points. Adding a digital aspect to this will strengthen your relationship with your audience and enhance your social media strategy.
Cater to your persona:
What digital device do they use? Do they prefer video or written content? What is their preferred social channel? How do they research a product before they buy it?
Research the channels they use and analyse the type of content that they engage with and then align this with your content marketing strategy.
- Content – Create valuable and interesting content that educates and engages your audience. With a laser-eye focus on your goals, KPIs and personas you can create the content that answers your customers’ pain-points by meeting their digital requirements and generating interest in your services.
Video has become a useful tool for relaying a brand’s narrative. It is an excellent way of breaking down a complex product or concept into a more digitally-digestible piece of content.
The image below summarises the points highlighted above and the first stages of your social media marketing.
Figure 2 – Social media marketing cycle
Now that you have great content to work with, you can concentrate on getting it in front of the right audience.
- Planning – Using a social media content calendar will help plan and organise your social media strategy. Planning also gives you more time to focus on other aspects of your marketing.
- Choose your social channels – The research into your digital personas will help you choose which social media channels to focus on: Twitter, LinkedIn and Facebook can be great for B2B and Instagram is growing ever more popular with a younger audience of life science marketers so presents an opportunity for your organization.
- Frequency – If content is King, then consistency is Queen.
The focus should always be on the quality of your content as opposed to the quantity and time that you post. Although, each social media channel has a unique content algorithm. Below are a few tips for the main platforms from a 2020 HubSpot report.
LinkedIn: Mainly a B2B platform. It suggests posting during traditional working hours and to avoid scheduling posts for the weekend. No more than 1 post a day.
Facebook: The Facebook algorithm will punish your business page if you post too frequently and achieve low engagement, so it is recommended between 2 – 5 posts per week.
Twitter: Tweet as freely and as frequently as you like but remember to focus on the content that helps you meet your goals.
Instagram: Use relevant hashtags, ensure you use high-quality photos and write detailed, interesting captions. Below is a clear explanation of how Instagram can help you bring your business to life with engaging content.
Figure 3 – How to grow on Instagram
Top-tip: Spend time before you post by engaging with hashtags relevant to the content. Then spend time after posting to engage with people commenting on your post.
- Shareability – Make sure your content is shareable; doing this ensures that those who engage with your content can share across various other social media and marketing channels. Having a clear option to share will dramatically increase your reach.
- Use your teams – This is often ignored by many businesses but is a powerful tool as your team are your greatest advocates. Encouraging promotion and sharing company content is a positive way of increasing your reach.
- Invest in ads – Investing in social advertising can be a very effective way of getting your best content in front of the right audience. The diagram below highlights how this can help generate interest in your services, whilst providing you with leads to potentially upsell other services too.
Figure 4 – Value pyramid
Great content is wasted if it is never seen by your desired audience. Using these distribution tips will ensure that doesn’t happen. Analyse your results to help you constantly learn about your audience so you can adapt and improve your strategy.
Begin your analysis by considering the following questions:
- Have you met your KPIs?
- Why have you succeeded or not been successful?
- What can you do to improve?
Revise and repeat!
Focusing on these aforementioned areas will enable you to learn what has the most positive impact on your audience and allow you to adapt your strategy to ensure best practice.
A well thought out social media strategy is a fantastic way for life science marketers to increase awareness, boost engagement and generate leads. Following the steps in this blog post will help you to develop your social media marketing and boost your overall marketing efforts. Social media requires a consistent effort. Implement the above suggestions to further your success on social media
Posted by Opeyemi Akinbuli