2022 could be your life science company’s biggest year yet.

2021 is drawing to a close, and 2022 is right around the corner. Is your life science company ready for the upcoming changes in the marketing landscape?

We’ve compiled a short list of some of the most important marketing trends on the horizon. Make sure to take advantage of these developments so you can crush your sales and marketing goals in the new year!

1. Mobile optimization is crucial

Statista reports that over 54% of all web traffic is from mobile devices. This means that if you’re not prioritizing your mobile experiences, you’re missing out on a huge chunk of traffic (and potential revenue).

Take a hard look at the mobile version of your homepage. How quickly does it load? How is the main navigation organized? How easy is it for your users to find what they’re looking for? These are all critical factors for how your audience engages with your brand on mobile devices, and you should be doing everything you can to ensure a positive and compelling user experience.

For a deeper dive into optimizations that drive revenue, check out our blog, 5 SEO Problems That Are Damaging Your Life Science Website

2. Transparency is key for attracting modern customers

The interest in buying from transparent, socially responsible brands exploded during the global Covid-19 pandemic in 2020 and 2021. We’re confident this trend will continue into 2022 and beyond.

As it turns out, customers are happy to support companies that they feel are genuine in their ethics. Generic, passive messaging and branding can only get you so far, and modern customers are looking for a trustworthy partner whose goals and principles align with their own.

Trust signals are a major factor in brand perception, and can cause your audience to either embrace or reject you. Check out our blog, Trust Signals: What They Are and How to Use Them, to learn more.

3. Inbound marketing should be your biggest investment in 2022

2022 will herald the final downfall of outbound marketing trends. Outbound marketing had been getting less and less effective over the last few years, but the pandemic was the final nail in the coffin. Conferences closed their doors, businesses sent their employees to work from home, and companies were forced to digitize their business.

If you haven’t begun work on developing an inbound strategy, it’s time to start. Inbound marketings strategies are proven to yield higher engagement levels and more sales, and life science companies need to start taking it seriously. So refresh that website, wake up your social feeds, start filling up your content library, and watch your bottom line grow.

4. Video marketing is the most powerful element of your content strategy

Short-form video content has proven itself to be one of the strongest arms of a content strategy. They’re perfect for featuring on your website or sharing on social media, and experts agree that they’ll only continue to increase in popularity.

Many life science companies are resistant to invest in video marketing, and usually it’s because they’re worried the content is too dry for video. After all, how do you make a dynamic, compelling video based on pipette sales? Or histopathology? Right…?

The truth is that there’s always a way to turn your written content into video content. Even if it’s a short “meet the team” video, a 30-second summary of a blog post, or a sizzle reel of your corporate headquarters, we can guarantee that your audience is hungry for video content. If you’re serious about nailing your marketing goals in 2022, you should consider giving it to them.

5. Blogs and whitepapers will continue to dominate

Here’s the great thing about content: it appeals to humans and Google’s robots. If a person sees that you’re creating relevant content that speaks to their needs, they’re more likely to buy from you. Likewise, if Google recognizes that you’re consistently updating your site with unique, high-quality content, you’ll be rewarded with higher rankings on results pages. It’s a win-win, and there’s no reason you shouldn’t be developing a content strategy for 2022.

It’s proven that blogs and whitepapers help establish your brand’s expertise, authority, and trustworthiness. Hubspot recently conducted a survey and found that 56% of respondents purchased a product or service after reading a blog. So if you weren’t certain that writing content can lead to purchases, you can be certain now.

An empty content library can be a death sentence for a brand. If you’re looking for a partner to help support your content strategy (or any of the marketing trends above), start the conversation with Forma today!