Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
0
Any thoughts on social media for inbound demand gen w/in science industries
Industries like Engineering and Chemists specifically. Blogging seems difficult for this group as topics are both proprietary and somewhat dry.
Events
- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
3 Answers
Tough one, and if I could find the business card from last year's Inbound Marketing Summit, I have an expert in exactly this question. Until then, I'll recall some of his thoughts:
- Use Social Media for monitoring. Monitor brands, competitors and customer service issues. Response to these issues can be back channel, and yield results
- Use Social Media to create ancillary communities. Example would be a drug that addresses sleep issues. Start a blog on sleep hygiene or sleep apnea. Something remotely connected, yet relevant. Use social media to promote
- Use Social Media to bring industry experts together. Start with public social media, and then move it to an internal/enterprise social media community. Companies such as Jive Software specialize in this space.
@Sarah - Just one thought to expound on @Michael's second point, which is very good. If by demand gen, you mean for lead generation, I'd be a little cautious. It can absolutely turn into business for you, but social media doesn't generally go do best for short term lead gen like, say, paid search or direct mail. It's about building communities and relationships that can be very meaningful for you in the mid- and long-run.
First of all, I agree with Justin and mike...social media for demand generation is not effective in the short term. But there is a bigger point about social media within the science industry or others, you have to know where your buyers are. There are plenty of industries where they buyers are not on Twitter or Linkedin and are more likely on message boards or third party sites. The key to success with social media and any kind of inbound marketing is to find out where your target market buyers are on the internet.
For my business, we target marketers....social media "classics" like Twitter and Linkedin work.
On the other hand, I met a guy who targeted state and federal prisons...we both agreed that Twitter was not going to work for him. His buyers were not tweeting.
So, again, its incumbent on YOU, the vendor to determine where your buyers are and be there whether its deemed social media or not.
Answer This Question