What are the goals of marketing? Ask any marketer this question, and you’ll get dozens of answers: build brand awareness, increase referrals, drive web site traffic, motivate response, creating customer loyalty, etc.
In the end, all these goals stem from one thing: getting your audience to self-select. That is, to get those who are interested to step forward and give you permission to talk to them (and to sell to them). And just as importantly, you want those that are not interested to step back (so they don’t waste your time).
Increasing brand awareness? That is a direct result of your audience self-selecting. Driving web site traffic? Again, the result of your audience self-selecting. Increasing referrals, motivating responses, creating customer loyalty? All the result of this one simple thing: helping your audience self-select.
So how do you make it easy for your life science audience to self-select? Through clear strategy and appropriate tactics.
When you reduce it to its essence, the critical success factor for marketing strategy is one thing, and one thing only: to define your positioning clearly. The critical success factor for marketing tactics is then one thing, and one thing only: to express your positioning appropriately.
Define your positioning clearly and express your positioning appropriately; if you can do those two things, your prospects will self-select. That is, the prospects that need what you have will step forward and give you permission to sell to them. The people who don’t, won’t waste your time.
Getting the audience to self-select is the by-product of well-planned, well-executed marketing strategy and tactics.