What makes the difference between having marketing communications that work for you around the clock… and barely having time to breathe because you’re always scrambling to create new marketing campaigns from scratch?
The answer: an effective system.
Yep. That’s it. A good old fashioned marketing system.
Now, while you may think that you already have a system in place, without the proper elements supporting it, I can guarantee that it’s under-performing.
This usually means a leaky sales funnel. Prospects are slipping away and you’re losing precious marketing dollars.
The problem is that most nanotechnology firms are actually swimming upstream when it comes to selling their solutions.
What you need is a system that helps you create content, copy and communications that work 24/7 to consistently generate leads, create awareness and move your prospects closer and closer to a buying decision.
This system should be built around the supporting elements of well-crafted technical copywriting, persuasive content and storytelling, effective repurposing and promotion and smart direct-response strategies.
What follows are 3 copywriting and content tips that will help nanotechnology marketing managers drastically improve their lead-generation and selling.
1. Don’t bore your prospects
Don’t bore your prospects by overloading them with technical information right at the beginning. Instead, use persuasive storytelling to capture their attention.
Unfortunately, most nanotech companies have a hard time incorporating storytelling into their marketing.
Just because you’re selling complex and technical solutions doesn’t mean you have to load up your marketing pieces with technical jargon. Scientists, engineers and other technical folk get bored like everyone else.
So leave the technical information for when your buyers are ready to make a buying decision. For example, a white paper can be used at the bottom of the sales funnel as an evaluation guide.
2. Include customer quotes in your application notes.
Writing your application notes from a journalistic standpoint and including customer quotes makes it read more like a proper case study.
Also, instead of cramming your application note or case study with technical jargon, include the technical features as a sidebar that is separated from the main text. This way, the technical features don’t break the flow of the story.
This means you can write your case studies to suit both business and technical audiences.
3. Adopt a direct-response approach
One of the most important things you can do to boost your lead-generation is to take a direct response approach to all your marketing communications.
Instead of looking at your communications as simply ‘communicating a message’, make sure they include direct-response elements that get your prospects to do something – and measure the result!
Everything you do needs to lead your prospects closer and closer to a buying decision.
Things to keep in mind:
- Always have an offer stated
- Be clear and concise in your instructions
- Give a reason to respond right now, or at least sooner rather than later
- You must follow up (nurturing prospects effectively is vital for any system)
- You must track and measure everything
- Strong persuasive copy must be used
Remember that it’s not about working harder. It’s about using well-crafted copywriting, as well as smart content and direct-response strategies to create attraction.
You then have a marketing system that works for you 24/7, allowing you more time to breathe.
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