October 20, 2020  
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Marketing a Biological Laboratories Business

Promotional tactics for biological laboratories businesses are exceptionally diverse. But in our experience, there are a handful of tips and strategies that will deliver the best return for your marketing efforts.

Strong and steady wins the race in marketing a biological laboratories business. Industry leaders faithfully adhere to a set of foundational marketing principles.

The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.

Promotional Calendars

Sloppy marketing programs have no place in growing biological laboratories businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

Product Knowledge

There is no substitute for being able to speak convincingly about your products in a biological laboratories business. Seemingly insignificant product specs can be leveraged to communicate value and depth, separating your biological laboratories business from the rest of the field. If necessary, conduct product information meetings before launching a major marketing initiative.

Company Website

If you haven't done so already, the first step in marketing your biological laboratories business is to create a high-quality business website. A shoddy, thrown-together website is a net loss for your organization. To compete online, your website has to contain features and design elements that encourage visitors to drill deeper and incorporate the site into their online routines. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.

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What challenges have you experienced in marketing your biological laboratories business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.

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