Business Growth Blog

Find out the one thing every business can do to immediately improve their search rankings for terms and phrases relevant to their company.

Learn more about the fundamental sales and marketing strategies that align the buyer experience to increase awareness, loyalty, and sales.

Most business and marketing leaders know they need to include digital marketing as part of their business growth plans: things like blogging, email marketing, social media, paid advertising, and website development. They’re often already doing bits and pieces of it, depending on the skills, resources, and budget they have available to get the work done. However, gaps in the strategy can cause a disjointed approach that detracts from the potential return on investment.

Blogging is a powerful way to improve your online presence. You can pay for traffic via paid ads, but once you stop paying, you stop showing up in search results. Or, you pay to create an article one time, and it can drive traffic to your website for years and years. Literally. Here are real examples of organic search results from three companies that blog consistently, inconsistently, or not at all.

One of the main reasons to have a website is to get found online when someone is looking for information regarding your type of products or service offerings. These days, your website is your company – it replaces a physical space with a virtual space.

Like roads lead customers to a physical place of business, keywords lead online users to your virtual place of business. Without doing foundational SEO work, your website will not have the opportunity to get found by the right people. And even worse, your competitors will have a wide opening to rank for your keywords, meaning they will get the first crack at potential customers.

As you know, virtually all buyers search the internet before making a purchase, so ranking online for the words and phrases most relevant to your products and services is essential. Business keywords are the bridges that connect qualified prospects to your website.

Here's a high-level overview of how to choose the best terms and phrases that your potential customers will most likely search online. To help illustrate, I'll refer to an example of a medical device company called Paragon28.

It's safe to assume that the majority of your target prospects will go to your website well before they have any other interaction with your organization. It's their first impression, and they'll be sizing you up immediately upon walking through the virtual door. The traditional website design process is quickly becoming antiquated because it doesn't address the growing needs of the online buyer.

If a website project is on the horizon (which it should be - it should always be on the agenda), watch this video to learn more about an approach that will ensure your site is a high-value marketing asset that continually drives business growth.

The way you present your company online directly impacts your ability to get found by your target audience, pique their interest, build trust, engage with them, and help them. In this video, I share a real-life example of how to build a digital content strategy to build your brand.

Most biotech companies regularly create marketing content such as webinars, presentations, publications, posters…the list goes on (press releases, web pages, blog articles, social posts). Creating and promoting content is essential for advancing growth. Getting the right content in front of the right people increases awareness, builds trust and credibility, and generates opportunities.

Your website is most likely the first impression your potential customers or other key stakeholders will get about your biotech. It only takes mere seconds for someone to form an opinion based on their user experience.

A well-structured site gives visitors a feeling of competency and trust. In addition, it encourages them to engage with your company, creating more opportunities to help you accomplish your business goals and objectives. Here are four biotech website basics required for developing a digital presence optimized for your biotech company’s growth.