It’s a noisy world. The media is overrun with major stories every week—Harry and Meghan have a baby boy, the Raptors win the NBA title, Trudeau gets reelected, Trump gets impeached and Greta is everywhere. Amidst this flurry there are deep and meaningful discoveries and advancements being made in life sciences right here in Canada. But in this day of information overload how can you stand out from the crowd? Whether you are a start-up, an investor or service provider, here are some basic communications practices that will improve your market position.
If you already have an established brand, presumably you have key messages to go along with it. Everyone, and we mean everyone, from the receptionist to the business development execs should know and understand your brand. A simple sheet of key messages, beginning with a clear mission and vision, will go a long way towards everyone promoting and sharing the brand. At a minimum, all staff should be able to give the “elevator pitch”: what your organization does, in under a minute.
Also be sure to keep your website and other marketing materials in line and current with these messages. Keep it simple and keep it clear. Make it easy for investors, partners and audience members to understand exactly what your company is focused on achieving next year.
It’s all about the apps
Accessing information happens more and more often on the fly. Review your website and landing pages to ensure they are responsive, or at least mobile friendly. A creative and well-organized website builds confidence in your brand but if they pages don’t display as well on mobile devices people will just move on. If your business lends itself to an app consider adding one to your marketing mix.
Selling something? Whether you’re marketing the latest in single-cell monoclonal antibodies or your grant writing services you need a plan for content creation and distribution. Current predictions are that by 2022 up to 82% of online content will be in the form of video. Whether the video is long or short, animated or real-life, video content is taking over. Invest your promotional dollars wisely and start adding digital assets to your plan.
Make sure your contact information is accurate and straightforward. If you can’t respond to email inquiries within a 24-hour period assign that task to someone who can. Business leads, especially unsolicited ones, need to be treated as a priority. Voicemails and emails need to get to the appropriate team member quickly so they can be acted upon. The quickest way to lose a potential customer is not getting back to them, so have a plan.
Consider your social media presence
Social media plays a key role in promoting and maintaining brand awareness. Even in well established industries there is always room for social media especially as competition gets fiercer. And numbers don’t lie; in 2010, 35% of Canadian adults visited a social media platform only once a week. By 2017, the visit frequency had a dramatic increase and 35% of Canadian adults reported checking social media every day.
It’s clear that more Canadians are frequently engaging on social media. If you neglected your social media accounts this year, it’s time to find the resources to capitalize on this growth.
For well more than a decade, PR Associates has been helping companies do exactly this. Give me a bell, and we can talk about your specific needs.