A STEM marketing strategy that employs smart tactics across all fronts is a necessity for businesses hoping to stand out in the fast-growing tech industry. You’ll need to maintain a robust presence for your brand on both traditional and digital platforms, which means taking a multi-faceted approach.
Here are the primary tactics that STEM organisations should be employing to drive commercial proposition and maximise on the key messages surrounding innovation, culture and sustainability:
Firstly, think about what you want to elicit…
Perhaps the most important decision for any STEM operation is knowing what they want to elicit from their target audience. Do you want to promote a specific offering or engage the audience on a specific issue? Or do you want to deliver a more action-orientated outcome, such as testing a new sample or downloading an e-book in return for their contact details? Do you want both?
This then informs the best medium. Ads, for example, can help drive awareness, but content marketing materials, combined with e-blasts that require a specific action, can help scientists and researchers in their professional setting, and do more to drive engagement and trust.
- Media Relations – Despite the changing media landscape, the backbone of a holistic STEM marketing strategy is still good PR. You need media relations experts who can see past complicated tech jargon to tell your brand’s unique story and have solid relationships with the best tech and business reporters.
- Thought Leadership – Chances are, you’re already an expert in the STEM field. A good STEM marketing strategy leverages your knowledge to establish your business as an industry leader. Produce contributed articles for top-tier publications, informative whitepapers and data studies that leaders in the industry can use as resources.
- Insight Content – This also links with effective content creation and positioning, building a solid content strategy enables the marketing activity to distribute highly technical information in an audience-digestible format.
- Streamlined Web Design – You can’t establish yourself as a STEM leader without a representative website. A site that is uniquely adapted to your business requires an experienced design and development team that understands your industry and the user journey. A streamlined user-friendly web design will highlight what your business can offer, strengthen credibility and generate quality leads.
- Digital Ecosystem – Many innovative tech companies lead in positioning a creative, effective digital strategy, however many traditional STEM organisations are left behind as primary operations focus on product development. Having a strong digital presence enables a wider and more targeted audience reach, to educate and influence the coming markets and innovations to stay at the forefront of competitors, and align with the traditional activities, such as media relations.
- Cultural Marketing – Promote employment opportunities and career prospects, as well as showcase the talent you have across your STEM operations, demonstrate the value across the diversity chain which not only positions you as a credible, ethical organisation but aids in attracting the best talent for the future.
- Use Visual Assets – Don’t be afraid to showcase technology, innovations, culture or products across visual aids such as infographics or video campaigns. Visual assets create a relatable and effective way to drive technical, complex information into digestible and informative channel.
- Leverage Partnerships – STEM is all about collaborative partnerships and innovations, don’t be afraid to join capabilities and showcase the power of aligned partnerships towards the common challenge.
Successful STEM campaigns develop distinctive marketing strategies for specific target populations and cohorts. Please get in touch today for a free discovery call to discuss how we can help you with your marketing strategies at hello@brighterdirections.co.uk
