Have you been working on some exciting developments, and yet you find yourself struggling to spark investors’ interest? Or perhaps you’d like to take your marketing strategy to the next level and boost your brand awareness?
Biotechnology is a critical field to humanity. Indeed, biotechnology companies have played an essential role in the recent advancements in treating complex diseases and creating efficient vaccines. After all, the coronavirus pandemic has proved how important,
they are, as the ability to swiftly treat new and challenging diseases is an integral part of their mission.
As a result, it’s no wonder that the biotechnology market is quickly growing, facing increased demand for biotech products such as vaccines and antibiotics. In fact, the global biotechnology market value is expected to reach a whopping $727.1 billion by 2025!
- However, many biotech companies are lagging when it comes to their marketing strategies and effectively communicating about their products and advancements. You might be thinking having a website is enough to convey your mission and explain your products.
- However, keep in mind that marketing Gene Silencing technology is not the same as marketing clothes! The biotechnology space is complex and scientific-based marketing led by facts and numbers won’t sell and explain your products as well as emotions and well-thought promotional strategies.
After all, we’re all human, and if you want to be successful, provoking an emotional response should be at the heart of your marketing strategy. Not sure where to start?
The answer is simple; harness the power of Video Marketing and reap the rewards of your new strategy!
To convince you, we’ve highlighted below five ways that video marketing can benefit your biotech business.
Attracting investors
That is probably your number one priority, are we right?
You’re onto something, and you need to pitch your products and revolutionary breakthroughs to potential investors, raise money and turn your findings into a useful product for the rest of the world to benefit from.
If you’ve gone through pitching stages and have encountered skepticism from investors who don’t believe in the market opportunities you’re highlighting,
- it might be because:
- you’re not using the right tools to convey your ideas.
Indeed, have you thought about marketing what you offer using videos?
Think about it; what better to simplify your ideas, explain your edge, present your company and your mission as well as your product’s potential than using a concise video?
According to Biteable, 72 %
of customers prefer to learn about a product by watching a video. Besides, 52% of marketers admit video content has the best ROI.
As a result, shooting a well-crafted professional video, telling your story, and using powerful hooks to grab your audience’s attention can significantly help you win over those skeptical investors and increase your bottom line in the long run.
Expanding your Reach
Whether you’re trying to grab potential investors’ or customers’ attention or increase your brand visibility in general, video marketing is the way to go. Why is that, you ask?
Well, a page with a video attracts 300% more traffic on average than a page without a video.
Besides, by 2022, 82% of all consumer internet traffic will be driven by online videos. Now, the more traffic your page receives, the higher your website will rank in search engine result pages.
What’s more, consumers spend on average 2.6 x more time on pages with a video than on a page with written text and images only. The longer a customer spends on your page and the higher you’ll rank on search engine results pages.
Helping your Audience Understand your Offer
As mentioned above, the biotech field is a complex one. And when trying to introduce your offer, it’s easy to get lost in facts, numbers, and data and lose your audience’s attention in the process, leaving them wondering what it is you do exactly. I think you’ll agree, this is far from ideal!
Now, when marketing complex products, an explainer video can be a very powerful tool to capture your audience’s attention and ensure they perfectly grasp your mission, values, and offer. Indeed, using video makes it easier to break down what your business does, the products you offer, and how they can benefit your target market.
In fact, according to a study published on Yansmedia, 80% of consumers believe demo videos are useful tools, helping them better understand a product or service. Besides, 97% of marketers think that explainer videos have helped them better explain their products or services in the past.
Improving your Engagement
When you craft an email you want to send to customers or investors or share a post on your social media platforms, you’d probably like to see engagement and receive responses.
How could you not? Not only does video marketing help you expand your reach, but it’s also a powerful way to increase your click rate, number of shares, and comments.
Indeed, according to WorldStream, social videos (shared on social media platforms) can generate up to 12 times more shares than image or text-based posts. Besides, including a video in your email marketing campaign can improve your click rate by 96%!
If this doesn’t convince you to try video marketing, we don’t know what will 😉
Increasing your Talent Pool
Indeed, a professional video will allow you to create a genuine and deeper connection with your audience. After all, videos will help convey authenticity, showcasing the team beyond the brand and humanizing your company.
Video marketing will also help you better convey what your company stands for, your values, and how working for you can benefit job seekers.
Through videos, potential candidates will get a better understanding of the company culture and the roles you’re advertising for, all before they’ve even set foot in your office.
Who knows, you might also be able to sway highly qualified people who are not looking for a new job but whose interest has been piqued by your incredible video!
Next Steps for You
- Whether you decide to give video marketing a go using your internal team to put a few videos together or prefer to use a professional videographer, make sure your video is easy to understand, relevant to your audience, and instantly grabs their attention.
- Creating a professional-looking video that will simplify your message while keeping it authentic requires special skills, and not all biotech firms possess them. And we don’t blame them when they’re heavily focused on creating life-changing products revolutionizing humanity!
If that’s your case and you’d like to learn more about how to create a powerful video, follow some of our tips here.
- Also, if you’re wondering what types of video would work best for your biotech firm, you can watch the video production we created for BioLegend back in 2019 and learn more from our founder Richard Tiland:
- https://www.youtube.com/watch?v=G9txJ_XNy1Q>
