Are You Missing This Important Audience?

The majority of product descriptions are aimed at customers who already use a particular type of technology. Of course, your competitors are going after the same people. But you can capture a solid advantage by developing content that is informative for those who could be (should be!), but are not yet using your technology.When product features are listed, the assumption is often that users know what it can do for them. For most of your potential customers that assumption is correct. However, what are you doing to educate people new to the technology about those value points?And more importantly, how do you think they feel when they read a description that clearly wasn't intended for them? Consciously or subconsciously, it doesn't feel good. I'm pretty sure you don't want that to happen.There are three target audiences:

1. Existing or knowledgeable users
2. Familiar, but incompletely informed potential users (someone knows they need a UV Detector, but is not familiar with the advantages of the various types)
3. Completely ignorant (non-users) who are unaware that this technology can be used to solve their problem

Content marketing excels at educating new customers.You can:

• Build a relationship
• Be recognized as a thought leader
• Get prospects to "imprint" on your brand
• Differentiate your company beyond your product features
• Generate qualified leads
• Achieve a higher win rate

Here are just a few content ideas to reach new customers:Write "The Definitive Guide to ..." Explain the technology in detail. Be transparent and open about advantages and disadvantages of the technology as a whole. Your courage will be rewarded with enhanced credibility.Answer every question ever asked about your product. A blog would be a great way to do this. Done well, it will give you a nice boost in search!Create a discussion forum. Product bashing should not be tolerated. In fact, it can be done with no mention of products allowed at all. Potential customers can ask about the use of specific technologies, types of analyses, comparison to other technologies etc. Existing users can be a fantastic resource in addition to your product specialists.Create a "How to" video series. Nothing would make a new customer more comfortable buying your technology than understanding in advance, not only what it can do, but also the level of skill required. Knowing that you are supporting them with helpful resources is a huge point in your favor.I'll talk more about video series in my next post. If you want to brainstorm some ideas about how you can expand to a new customer group, contact me by email.And if you want to see what others are doing with their life science marketing communications, why not subscribe to this blog?