All eCommerce businesses face digital marketing challenges; from brand awareness to upselling to loyal customers.
However, some businesses have an even bigger challenge when promoting a product whose solution is completely unique.
For instance, the biotech company that I currently work for has developed a unique approach to simplify antibody conjugation and protein detection. Instead of the gold-standard “primary-secondary-label”, this proprietary technology allows researchers to directly conjugate their primary antibody and thus get rid of secondaries altogether.
To the researcher, this means saving time and money by removing additional experimental steps (and therefore all the associated costs).
But despite being an incredibly efficient method, this approach is still not well known in the scientific community.
So, how do you promote a product whose solution to a common issue is completely radical?
This is how…
1. Attract the right audience with content marketing
An easy way to get your unique product in front of the right audience is to generate free content that addresses issues your ideal customers are currently facing.
- Identify the problem – What issues are my ideal customers facing?
- Describe the current solution – Is the current and well-established solution flawed
- Talk about your alternative solution – How is your unique product addressing the issue?
On the company’s website, users can download experimental guides on applications such as Lateral flow, Western blot, Immunohistochemistry, and Flow cytometry. The aim of these guides is to help researchers start their first experiment by introducing the scientific principle behind the application, the parameters to consider, and how to troubleshoot common issues. At the end of the guide, we explain how our unique antibody labeling kit could help them optimize their assay.
2. Target potential customers using PPC
Your ideal customers are still using the old solution because they are not aware of your product.
How could you solve this? Generate a paid campaign that targets keywords that your potential customers would be using.
One solution is to bid for keywords that people would be using when searching for the classic solution. The scope of your campaign is to show how your product could solve common issues associated with the standard solution.
As our approach to antibody detection avoids secondary antibodies, I would bid for secondary antibody related keywords. Then I would generate an ad copy whose scope is to show how our product would solve many issues associated with the use of secondary antibodies. My ad copy would read something like:
Now, the only objection that people might have is that switching to your solution might require additional knowledge, be time-consuming, or too expensive. People tend to stick to old ways simply because it’s easier.
Therefore, whatever the case, it’s your responsibility to explain the product, show the benefits and overcome doubts.
Also, don’t forget a well-constructed landing page that encourages the visitor to take action (from buying a product to filling in a form). An example:
3. Reach out by building a targeted email list
If you have already an email list, it’s time to use it. People in your mailing list might not be familiar with your product yet; for instance, they might have purchased different products and never checked other ranges. In this case:
- Send them an informative email – Did you know about our free “Antibody Labeling” guide? It explains the principle of antibody labeling and how you can take advantage of the chemistry with our Lightning-Link® product range?
- Explain how it can be used in their work – Did you know our product can solve antibody labeling issues by removing the need of using secondaries in your assay?
- If people have never purchased our antibody labeling kit but visited pages associated to assays in which our product could be used, we send users monthly emails to remind them about our product and how their work could benefit from it.