Social Media, for some a sea of content, others a way to stay connected with friends and family. It is undeniable that social media has completely shifted the online landscape and changed how humanity uses the internet, for better or for worse!
As a sales and marketing consultant, I am also acutely aware of the marketing potential of websites with billions of active users, every single day. Although an occasional irritation, I will put my hands up and admit I have made multiple purchases based on adverts on sites such as Facebook and Twitter. 48% of social media users have purchased items advertised to them in the past.
Here are a few key reasons why scientific businesses should be taking advantage of social media marketing and generating traffic and leads for less.
Targeting your key audience
Like Liam Neeson in Taken, it’s important to use a “particular set of skills” to find the right people. By taking advantage of the huge number of metrics and data available through social media and online advertising in general, you will be able to direct your services and products to those who it would actually interest.
Scientific instrumentation and lab services are only going to be purchased by a specific subset of social media users. So, by sharing content applicable to them and employing relevant hashtags, you can connect directly with potential customers. Remember, the first step to any sale is to remind customers of what they are missing, and direct communication is how to achieve that first step.
Science drives sales
In the end statistics are what shows the effectiveness of an advertising campaign. The ultimate goal of advertising on social media is to generate traffic to your website or interest in order for customers to initiate contact. The average Click Through Rate (click of a post to website) for the science and technology sectors on Facebook is around 1%. That might not sound like a lot, but with the potential of many thousands of views, it quickly adds up to a large increase in website traffic.
Social media ads aside, it costs nothing to post relevant news or product information to your audience. This continues generating interest in your company, and with correct timing be the solution to your future customer’s problem. An active social media account means you are actively pushing yourself to the fore-front of your customers thoughts. The key regular and consistent activity. Customers are more likely to buy from a company that they have heard of before.
Retargeting those interested
When it comes to large capital purchases, it is highly unlikely a customer would purchase immediately when visiting your website. Retargeting is exactly what it sounds like, targeting those who have clicked an ad, liked a post, or purchased from you before.
Potential leads that have shown some interest in the past are those most likely to be converted into business, by re-engaging, you are maximising the possibility of pushing them over the line and generating sales. Furthermore, repeat sales to scientific clientele are likely to build brand loyalty and minimise the risk of competitors poaching key clients.
Search Engine Optimisation
A phrase many of you reading have heard in the past, and one that’s almost gospel for scientific sales and marketing consultants! How often do you click to the second, third or further pages of a google search to make a purchase or find information? In reality, time is precious, and the importance of being highly ranked on a search engine is second to none.
Although a solution can be to invest in Google advertising, it can be an expensive solution. SEO can be driven by consistent and strong presence on social media platforms such as Twitter and LinkedIn, as it is considered when ranking results. That last blog post you shared could be the difference between a lead and being placed on the second page of the search, forgotten by many.
Between the benefits of increased brand presence, connection with your target audience and the ability to drive website traffic and sales for minimal cost, there's no excuse to not be employing social media in your scientific marketing strategy!
I will find you.. and I will optimise your Social Media…
If you’re looking for the Liam Neeson of online scientific marketing, contact Network Scientific by telephone on 01423 813520 or online, to find your custom solution.