Quick tips for turning Facebook “fans” into loyal customers and advocates of your biotech brand.

Corissa St. Laurent from Constant Contact recently gave a lecture on how to supercharge your marketing using Facebook. Here’s our thoughts and quick tips for how you can use this social tool to create more loyalty for your biotech brand.

The best source for new business is often word of mouth. And Facebook has become a huge part of how people share ideas, recommendations and interact with people and brands. People want to do business with people they know, like and trust. Social media makes it easy for people to get to know and like your biotech brand. Trust, however is built over time through many engagements and avenues like Facebook can quickly help.

Still waiting for FDA social media guidelines? Just follow the same rules you’d use in print or other media. By sharing important content regularly that offers clear value, fans will be inspired to take action, share your information and become loyal brand followers.

96% of people will look at your Facebook business page only one time, unless you give them reason to return and engage on a regular basis.

51% are more likely to buy from you if they like your page – more if they comment or ‘like’ your posts.

Here are a few quick tips for using Facebook to Supercharge Your Biotech Brand’s Marketing Efforts:

General Advice for Posting:
• Know your audience(s)
• Post regularly
• Don’t think so hard, be “social,” conversational and approachable
• Make your posts about them (ask for their opinions)
• Focus on “delighting” your audience through valuable information
• Initiate conversations about topics you want to discuss further

Ideas For Greater Audience Engagement:
Share Business and Motivational Quotes
• Make them highly relevant to your audience as evidence you understand them
• Good for Monday mornings
• Simple way to stay top of mind

Experiment with Fill in the Blank Posts
• Encourages conversation
• Gives you the opportunity to learn from your audience
• Comments mean more to your social bottom-line than likes

Share Your Own News
• Helps your audience get to know you and establish a greater connection
• Showcase your biotech company culture, awards, etc.
• Local and relevant news can be interesting and give more personality to your brand

Find Teachable Moments
• Allows you to share your expertise
• Gives people a reason to come back
• Encourages investor and consumer comments

Serve As A Valuable Resource
• Become a knowledgable, trustworthy guide
• Be a constant curator of industry news and hot topics for your audience
• Offer product reviews of competing brands

Incorporate More Effective Calls-to-Action
• Limited time offers – drive urgency
• Videos that demonstrate the defining difference in your products/research
• Link to your website for latest research findings or special promotions
• Downloadable files that provide easy access to popular or timely information
• Special access to events or information
• Try surveys!

Whether your audience is consumer or investor based, retention is key. Social media is the one avenue that enables brands to communicate with their audience daily. This regular conversation can be a powerful tool, enabling your biotech brand to be top of mind more frequently and hopefully when the time is right.

How social is your biotech brand? We want to know.