We know that many marketing communications tactics are now very measurable. You can include vanity tracking URLs in your print ads or print brochures. You can include code within various landing pages to track conversion rates. You could create a pretty sophisticated and effective lead nurturing program.
All of these things can be done, but are you doing them? Everyday I interact with our clients who are providing various solutions to pharmaceutical and biopharmaceutical manufacturers. Nearly all of these marketers know that they should be measuring the effectiveness of their marketing communications programs, that they want and need leads for their business development efforts, that branding and awareness is still critically important and that they should be strategically developing engagement amongst their customers and prospective customers.
Most marketers know these things, but many (probably most) are quite unsure how to execute. Although executing effective marketing communications programs is now a constant and fluid activity that we are always working to perfect, it might be helpful to ask yourself at least some of the questions below.
All of these things can be done, but are you doing them? Everyday I interact with our clients who are providing various solutions to pharmaceutical and biopharmaceutical manufacturers. Nearly all of these marketers know that they should be measuring the effectiveness of their marketing communications programs, that they want and need leads for their business development efforts, that branding and awareness is still critically important and that they should be strategically developing engagement amongst their customers and prospective customers.
Most marketers know these things, but many (probably most) are quite unsure how to execute. Although executing effective marketing communications programs is now a constant and fluid activity that we are always working to perfect, it might be helpful to ask yourself at least some of the questions below.
- A new visitor was driven to deep link within your website as a result of an e-newsletter ad you placed with one of your media partners. The web page discusses the attributes of one of your products. What do you want the visitor to do now?
- Is the action you are hoping for from the website visitor described above reasonable or should you provide intermediate engagement opportunities?
- Do you have enough content to support your lead generation goals?
- Is the content you do have focused on helping your customers and prospect solve their problems or is it focused on your products?
- What do you do with the contact information from an industry member who meets your target customer profile, but does not have a need for your product or service at this time?
- Are you thinking about all of the various places and information delivery formats your customers are engaging with?
- How are you measuring success or failure of a given marketing communications strategy or tactic?
- Are you setting realistic performance success expectations among all stake holders on your team?
- Are you testing, measuring and refining your efforts within all of the marketing communications mediums in which you participate?
- What messages, content, themes do your customers and prospects most actively respond to?
This post first appeared on Pharmaceutical Industry B2B Marketing, please read the originial post: here
