What’s the aim of your biotech company?
To cure diseases? Immunize against viruses? Improve the diagnostic process?
It’s undeniable that the biotech industry is working on some of the most important projects in the world right now. But no matter how noble your mission, if you don’t get the right messages in front of the right audiences, you’re going to struggle to succeed.
This is where social media marketing can really help you.
So, here are the best social media marketing hacks for biotech companies that you should be using:
As you’re probably aware, biotech is a precarious industry for startups.
Whereas some tech startups can launch their products within months, a biotech company often requires several years of burning through money before its product reaches the market. Due to the trial and error stage that most biotech startups undergo, you don’t want to be scrambling for a social media following by the time your product finally goes live.
Building a relationship through social media with potential users and investors while your biotech business is in its infancy means two things:
– You increase your chances of investment during the product testing period.
– You already have an engaged community for when you go live.
The most relevant social media platforms for the biotech industry are Facebook, Twitter, LinkedIn and Youtube, but the top-priority for your company depends on your specific buyer persona.
Here’s a useful infographic that can help you determine where your target audience is:
If you have experience with marketing, you’ll know goal-setting is par for the course for any marketing campaign. However, biotech businesses are often unsure of their social media goals. For example, a newbie may go after increasing their number of followers.
While making new friends and new followers is all good, it may not be the most valuable asset if you’re in biotech. Yes, it may be one of your goals but it would rarely be your primary objective.
Biotech social media targets are more likely to be:
There are over 2 billion Facebook users worldwide. However, it’s becoming increasingly difficult to reach them.
Facebook’s algorithm updates.
Posts from businesses are now deprioritized. Facebook’s updated algorithm favors posts from a user’s family, friends, or groups.
As a result, it’s increasingly unlikely that organic facebook traffic will find your biotech business. This means you may have to invest a small amount in Facebook ads to reach your target audience.
Facebook’s audience insights is a great tool. It targets people by their age, gender, income, and interests. This makes it one of the most targeted forms of advertising (not to mention easier on your budget, if you’re in the slow-moving product testing stage)
After setting up your Facebook business page, you can open an Ads Manager account and begin your audience research.
Here are the 3 ‘prototypes’ you can sift through with audience insights:
Do you want to go further with your analytics and startup social media strategy ? This guide gives you the step-by-step instructions on how to use social media for your growth.
If you’re looking to grow your biotech company via social media, you need to consistently converse with your followers.
Think of it this way, if you stay in the kitchen at a house party, you’re going to chat with fewer people (unless the food is particularly good at said party).
Now, imagine the same scenario but you’re a business with barren social media channels and your potential target audience is mingling outside the kitchen.
Whether you want success in social media or in social situations – you need to put yourself out there.
You may be thinking…
It doesn’t matter if you don’t have any recent in-house content, company news or external media wins off the back of biotech PR at this moment in time.
Here are a few different things you can post to social media:
For example, say you’re a company that specializes in nutrient supplementation and there’s an article doing the rounds about combating malnutrition in developing-world countries. You could use this to show how supplementing nutrients in crops can greatly benefit people who receive aid.
If you do have content, even better! Blitz your social media channels regularly with your own content.
PRO TIP: If you’re unsure what content to share or what tone to take – spy on your competitors’ social media for ideas.
Another way you can engage with your followers is through Q&A sessions on Twitter. This kills two birds with one stone. Not only are you engaging with your audience but you can also increase your Twitter followers.
For example, a biotech company that successfully leverages social media is Boehringer Ingelheim who used Twitter chats to expand its audience. It developed Twitter chats about specific topics and hashtags, including #COPDchat and #ChatAFib. It was such a success that Twitter produced a case study on it.
Whether you target your audience through industry-relevant content, in-house content or using comment sections and Twitter chats to engage – make sure you DO engage.
Otherwise, you’ll remain friendless next to the chip and dip.
Biotech is an industry that perfectly embodies how innovation can produce a better future. Therefore, it wouldn’t be fitting if you weren’t utilizing the form of marketing most ‘on brand’ with your industry.
Social media for biotech companies presents a wealth of opportunities. Although, you’ll benefit from keeping it simple at first.
Defining your social media marketing goals, using analytics to learn about your audience, and consistently engaging across the different social media channels will see your biotech buds expand in no time.
The Loudspeaker is your definitive guide on how to scale your startup. Brought to you by Publicize, this podcast explores the ins and outs of growing your brand and taking your product to market.
Each month, our expert guests bring you insights, advice, and the latest need-to-know trends from the intersection of marketing, PR and technology.
In today’s episode will be looking at email marketing based on our guide “THE COMPLETE GUIDE TO EMAIL MARKETING.” To explore this topic, we are joined by Mac Ossowski, Director of GetResponse MAX, a comprehensive marketing software platform.
From today’s discussion, you will learn how a business with no experience can get started with email marketing, the secret to effective email marketing content, and some tips on how to avoid ending up in the spam folder.
Mac also shares with our listeners what CAN-SPAM & GDPR email marketing regulations are and why they are important.