Marketing is an essential part of building a successful brand in every industry. However, some industries are more complex than others, therefore, marketing is a little more difficult for them. Launching a marketing campaign for a new automobile is very different than putting together a marketing project for new protocols and best practices for protein expression.
It’s significantly more difficult for project managers in business-to-business (B2B) markets to develop marketing campaigns than it is for individuals and companies in scientific research and business-to-consumer (B2C) markets. Consumers drive the market and therefore are the targets of a vast majority of marketing campaigns. However, project managers for the B2B market have to understand customers in both the B2B and B2C markets. Continue reading to learn some smarter ways to market yourself in complex industries.
Give your marketing team’s project manager all of the tools they need to succeed.
It’s important to understand that there’s a significant difference between marketing and advertising. Advertising is how you communicate with potential clients and customers and is one aspect of marketing. Marketing entails communication, product presentation, and even optimizing product features to meet customer needs.
For project managers and marketing teams to increase their capacities to meet deadlines, excel on deliverables, and construct moving marketing campaigns, they need the right tools. Welcome’s marketing project management software is the ultimate project planning tool for project managers in complex industries. One of the main benefits of using Welcome’s marketing project management platform is that you get a centralized dashboard with all the tools you could want in a virtual marketing agency.
It takes every team member on your marketing team working synergetically to coordinate and deliver impressive marketing campaigns on deadline. This powerful project management tool makes workflows more efficient, gives you greater insight into the efficacy of your marketing campaigns, and makes it easier to delegate specific tasks to your team members with its task management tool.
Use social media to give the world an inside look at what your company does.
As you read previously, consumers drive the economy, and this is true even in B2B and scientific research markets where companies don’t typically have much interaction with the general public. However, if you can draw the interest of the general public, potential customers in a B2B market will have to give attention to your custom-services and products as well.
One of the main things that keep the general public from showing interest in complex industries is that people like things simple. When you breakdown complex concepts from their shrouds of industry jargon into plain English, people become more interested in what you’re saying.
For instance, if your biotech company was working on protein expression and purification service for a new product for COVID-19, you could post short videos to social media detailing your work. You could show your extensive expertise by explaining protein expression and monoclonal antibodies as well as their roles in creating a vaccine.
Bill Nye and Neil deGrasse Tyson have become famous for their ability to explain complicated scientific concepts in ways that nearly anyone can understand. You don’t have to become science ambassadors like Nye and Tyson, but you could take a similar approach toward being a brand ambassador.
Making complex concepts simple is a great marketing strategy for biotech companies and other companies in the scientific research industry. Good communication is the key to effective marketing campaigns.
Attend trade shows
If you know you have a great new product but the complexity of your industry creates marketing obstacles, you can go around those marketing obstacles by entering into trade shows. In short, trade shows are like science fairs for companies in the science and tech industries. Trade shows provide excellent opportunities to increase brand visibility and who people the big picture behind your project.
There different challenges for project managers in various complex industries. However, with a little creativity and the right tools, you can let the world know about your world-changing new product.