Marketing to Scientists

Viscous Marketing www.ViscousMarketing.com Marketing to Scientists Online Navigating the digital realm and marketing to scientists, researchers, doctors and students online 1. Have other scientists used your products before? 2. How will your products aid in their research? 3. Can a visitor to your site easily find your products? 4. Is it clear what your products do and how they are used? 5. Do your products compare to the competition? 1 HOOC COOH COOH Have other scientists used your products before? Are your products used in research institutions? Have there been publications created with the help of your services? Find out how your products or services are used and make it known. Focus on creating application notes, white paperS and technical articles. Many potential customers may not know how your company can help them. Enlighten prospects with informational articles! CO How will your products aid in their research? Many potential customers may have never heard of your products. Create web pages that showcase application relevance Product names and branding should come secondary 3 HOO0 OH COOH Can a visitor to your site easily find your products? While it is important to provide specifications and relevant content, do not have all of the website pages a wall of text. The average web page visit is less than one minute. Make it easy for visitors to find the information they need quickly but also remember that scientists are often looking for details. Separate landing pages from spec and details pages 4 Is it clear what your products do and how they are used? Utilize industry keywords in website navigation. If your services are implemented in multiple applications (ie. water treatment and chemical analysis) showcase the different applications prominently COOH DO NOT RELY ON YOUR PRODUCT NAMES 15 Do your products compare to the competition? Any good scientist or researcher will be looking up the best solution to the problem they are looking to solve. Showcase the ways your stand out against the competition. Detail the sensitivity of your instrument Point out the low cost of ownership Don't be afraid to show how your products are better! www.ViscousMarketing.com