Rapid digitalization over the course of the last years has shifted the way we consume information – we’ve become more dependent on online content to progress and succeed, both individually and commercially.
The sheer volume of communication aimed at scientists has increased due to the digital boom, meaning researchers are bombarded with information wherever they go.
For marketers, this is bad news: when audiences are over-saturated with information, they become immune to key messages. What’s more, if you try to target someone when they’re not in the right frame of mind to receive your message, they won’t pay attention.
Fundamentally, scientists only want information that helps them succeed. Irrelevant information simply passes them by. To capture their attention, you need to demonstrate the value of what you’re communicating.
Here’s how.
For starters, you need to understand the researcher’s journey. The key is to engage them when they’re working and in discovery mode, instead of chasing them around the internet on sites they visit in their leisure time. Use the right channels and the best medium and you’re more likely to grab their attention.
Scientists are more likely to trust content they come across in familiar environments they consider reliable. Leveraging platforms such as ResearchGate can boost dwell time and click-through rates. For example, CTRs on ResearchGate are routinely double the industry average – because researchers using the platform are more likely to be engaged and receptive to new information that can benefit their work.
Once you have a captive audience, it’s important not to waste it — yet many marketing brands still fall into the trap of thinking that simply advertising products and citing their benefits will lead to the conversion they’re looking for. In reality, it’s not that easy. We’re all familiar with the sales funnel: awareness is a key factor, but display advertising can’t be the sole lead generation activity. It needs to be tied to a wider content marketing strategy. This means giving your audience what they want over several touchpoints.
Tweaking your approach to better meet audience needs is the key to success. At ResearchGate, we’ve seen improved results with a content-marketing driven approach over traditional product-led burst campaigns. We use the ‘Bite, Snack, Meal’ model:
Whet your audience’s appetite. Showcase multiple versions of your ad, directing researchers to a piece of branded content. This is a researcher’s first taste of what you have to offer, but it shouldn’t be the last.
Share more research output, with several content pieces in a multi-offer Content Gallery. This easy-to-digest content format provides educational value while establishing brand authority.
Generate demand by offering long-form educational content, like an eBook. According to our data, 65% of scientists find educational content the most useful for learning about improvements in techniques and methods in their area of research. In exchange for this type of content, you generate leads by collecting professional contact information from each download via an auto-populated form.
Content marketing is all about getting the right content in front of prospects at different stages of your funnel. It’s a way to help move prospects without them feeling like you’re overtly selling to them, which can raise their level of suspicion (and possibly annoyance). For the best results, all of your marketing activity should be tied to your campaign objective and measured accordingly over a three to six-month period.
Keep in mind that these things take time, and sales figures can’t be expected to rise sharply on day one of a campaign. It’s important to nurture your leads so they’re open to your messages and feel comfortable exploring the opportunity further on their own timeline. 57% of a B2B brand choice occurs during the awareness and knowledge phase. Content marketing with a multi-touchpoint approach means you can engage your target audience again and again, leading to a lasting, meaningful relationship, rather than a short-lived broadcast.
Are you a marketer looking to connect with scientists and researchers? Contact us today to learn more about how we can help you achieve your marketing objectives by reaching your target audience online.
