While many people may see a medical laboratory company (also known as a Clinical Testing company) as a fairly straightforward business, it can be quite the opposite. There is a lot that goes into setting up a successful company in this field, and it starts with marketing – a complex subject that even experienced marketers find difficult to grasp. So here are some basic tips on how to market your Clinical Testing company online.
Build A Recognizable Brand
If you’re reading this, I assume that you’re either in the business yourself or that you’re planning on getting into it. One of the first things you’ll need to do is build a brand for your company. What does that mean? It means creating a unique identity that you can use to represent your company in all areas – digitally and in print. Your brand will form the foundation of your marketing strategy and guide all of your online content creation including web banners, infographics, blogs, social media posts, and more. So, it’s essential that you develop a brand identity that is both memorable and representative of your company – something that will make people curious about what you offer while also fitting comfortably within the context of a medical laboratory.
Make Sure Your Website Is Functioning Properly
Your website is the virtual storefront for your company; it’s the place where customers come to learn about your products and services, place an order, and where they can also get additional information about your company. So it’s essential that you create a functional and user-friendly website that is as effective as it is beautiful. There are several different types of websites that you can create – ranging from simple and straightforward product pages to more complex landing pages that contain lots of text, images, and other useful information for potential customers. No matter what you choose, your website should always serve as a great first impression of your company.
Use The Right Metrics
No one is an expert in all areas, and that includes marketing. What works for one company may not work for another, so you’ll need to learn to measure the effectiveness of your efforts in terms of the right metrics. One of the first things you should do is set up automated email campaigns on your site. This way, you’ll be able to measure the effectiveness of any marketing material you send out via email – including any blog posts, infographics, or social media announcements. To make this even more accurate, you can set up automated email campaigns directly through your email client, so you won’t have to log in to a specific website to check the stats. Setting up automated emails on your site is a great way to get started, and it’ll help you determine what works best for your company.
Attracting, engaging, and converting browsers into leads
Once you have a stable web presence, you can start to grow your business by attracting visitors to your site and engaging them into becoming paying customers. To achieve this, you’ll need to utilize various channels, including search engine marketing (SEM), social media marketing (SMM), content marketing, and email marketing. Once you have a good amount of traffic coming to your site, you can put in place some paid advertising to directly convert those browsers into leads.
Determine Your Target Audience
Determining your target audience is a crucial first step in developing an effective marketing strategy. To find this out, you’ll need to do some research into your local market, what will appeal to your target audience, and what won’t. Knowing this information will help you craft messaging that is both relevant and useful to this audience.
Find Your Niche
As I mentioned above, not everyone will be able to provide a specific service or product that your company offers. However, there are likely tens of thousands of people in your target audience who can benefit from your products or services. This is why it’s crucial that you find your niche. A niche is a specific group of people within your target audience who share the same interests and needs as you do. By finding your niche, you’ll be able to craft marketing material and messaging that is both relevant and useful to this audience. If your niche is located in a large area code, you can bet that there are at least a few companies that provide similar services or products.
Use Keywords In Your Content
When someone is searching for a product or service, they will most likely type in keywords into the search bar. When they do this, their search engine will try to match the words they typed in with content that is relevant to what they are looking for. To ensure that your content is ranking high in search results, you’ll need to incorporate these keywords into your content. This will not only improve your content’s search rankings but will also ensure that it is more engaging to your target audience. Incorporating keywords into your content will make it easier for people within your target audience to find what they are looking for – without ever having to scroll down to the bottom of the page to get to the meat of the content.
Blasting Your Marketing Material
One of the most effective ways to market your product or service is to simply show them what you’ve got. While it may not seem like it, creating marketing material, whether it is a blog post, infographic, or social media message, and then blasting it out to as many people as possible is one of the best ways to get the word out there. Why? Because people (especially potential customers) are more likely to pay attention to content that they know is coming from a trusted source. So by creating high-quality marketing materials and then sending them out to as many people as possible, you’ll be able to expose your product or service to a very large audience and, hopefully, get some leads as a result.
Use Video To Demonstrate Your Product
Video may not be for everyone, but it’s definitely worth having a crack at. Videos can capture an audience’s attention quickly and easily, and they can be quite effective at educating people about a product or service. To properly use video in your marketing strategy, you’ll need to determine the right platforms to use – including YouTube, Instagram, and Snapchat. Once you have these platforms figured out, you can start to create short videos (up to two minutes long) that will show your product in use or explain how it works. These videos will then be used to populate your social media channels so that your target audience can see your content when they are searching for it.
Don’t Forget Quality Control
While it’s important to create as much content as you can, it’s also important to remember that not everything you create will be of high quality. Just because you can create something doesn’t mean that you should. The better your content is, the more likely it is to be shared and, therefore, to have an impact on your target audience. Like with any other part of your marketing strategy, you’ll need to constantly be adjusting and improving your content – both old and new – to keep up with the times and the ever-changing digital world.
Marketing can be a tricky subject, especially since so many people are involved in creating the materials that you eventually use to market your product or service. Despite this, it’s still essential that you develop a solid foundation for your marketing strategy before you go too far. Following the tips laid out above will help get you started, and, as always, if you have any other tips or suggestions, feel free to leave us a comment below.