Digital Elevator

Digital Elevator helps emerging biotech companies with full-circle marketing campaigns at price points that allow them to focus on their science.

Who We Work with

Digital Elevator works with emerging biotech companies that are interested in long-term relationships and building sustainable brands. Most of our clients are coming out of stealth mode and require scalable marketing services without the big ad agency price tag. While we focus on emerging biotech brands, we also work with brands new to marketing who may be farther along in their R&D phase.

We work with founders, CEOs, marketing directors or teams, and other marketing companies.

President & Founder

43Twenty

Vice President Marketing

Biotech companies have been getting ripped off by big ad agencies for far too long. Me and the team at Digital Elevator are changing that.

The thing is, we offer the same services as the big "Madison Ave" agencies, but without the exorbitant fees, lack of personalization, slow response times, limited access to creative teams, lack of transparency, slow bureaucratic processes... 

I've witnessed firsthand how big ad agencies often take advantage of companies in our industry with sky-high prices and subpar results. That's why I founded Digital Elevator - to provide world-class digital marketing services specifically catered to emerging biotech companies without the crazy price tag.

While we've worked with McKesson and some of the biggest names in the space, we enjoy working with emerging biotechs that are focused on their science and have a positive impact on the world.

HOW WE CAN HELP:
- Website Design
- SEO 
- Content Marketing
- Paid Media

So if you're tired of being ripped off by big ad agencies, it's time to join the digital marketing revolution with Digital Elevator. Let us help take your biotech company to the next level with customized, effective, and cost-effective digital marketing strategies.

44% of my clients have exited, been acquired, or raised funds.

Here's what they all had in common:

1. They all had content-rich, up-to-date websites that were built to act as their best salesperson

2. They all did SEO and content marketing

3. Their CEOs were not afraid to test and fail if it meant learning

4. Their CEOs made quick decisions based on the judgment and trust of their team and did not promote a culture of indecisiveness

5. They all had diversified marketing strategies

6. They all hired my agency, Digital Elevator, as their marketing arm 😂 (I had to throw in a shameless self-plug)

I'm not saying my agency was solely responsible for the success of our clients, but the correlation between working with us and reaching goals is extraordinarily high. DM me if it's time for a marketing conversation. 

Daniel Lofaso

CEO @ Digital Elevator- Marketing for biotech companies

Most companies spend too little time on their unique selling proposition (USP). 

I know because I was guilty of the same thing. 

If you don't know why people do business with you or should do business with you over your competitors, a good place to start is by asking your clients.

One of my clients recently told me he does business with me because my team and I act like an extension of his company.

Now, I don't know if that makes for a good elevator pitch (I haven't tested it), but it is a piece of qualitative data to consider.

What I do know is that being better, faster, or cheaper is not a USP. 

A true USP drives the main reason why people do business with you. This can trickle down to how your products or services are geared when you know you're on to a USP that resonates with prospects.

What are some good USPs that resonate with you?

One that comes to mind is Klaviyo, they are the marketing automation software gold standard for eComm. 

I say all this because when marketing dollars are being spent to drive leads, nothing can waste the money faster than when the prospect gets through the sales funnel only to realize they don't know why they should buy from you. The USP didn't hook them.

Just when I was going to write a post on the oft underappreciated merits of having CRM and Google Analytics data for marketing, I saw this news.

Marketers can integrate customer and lead data from their CRM and Google Analytics suites to help pinpoint their paid media efforts. 

In today's digital age, data is the currency that drives successful marketing strategies. 

At Digital Elevator we use this data to help our ads pinpoint the right audience segments with remarkable accuracy, ensuring that every dollar spent delivers maximum impact.

We also use it to craft hyper-personalized campaigns tailored to specific customer segments. From ad copy to targeting parameters, every element can be fine-tuned for relevance, driving engagement and conversions.

Back to the news... I don't know if this will happen, but Hubspot is our CRM of choice internally and Google is the platform we built our business on. This would be amazing, but will Uncle Sam approve?

Over the last two decades, my agency has benefitted immensely from relationships with consultants whose clients partner with our marketing team to help fuel revenue growth.

Lately, companies like McKinsey, Ernst & Young, and PricewaterhouseCoopers have been making job cuts "as a growing number of clients shelve longer-term investments."

I've worked with 100s of companies over the years, very few of which are still around that focused on short-term goals. 

So, what gives? I'd like to hear from any of my consultant friends to see how we can have companies realize how important you are and get your pulse on what is happening in the industry.


Market Research and Marketing Communications Expert | Thought Leadership | Networking / Brand Visibility for Tech and IoT Markets - Consumer, Small Business, Multifamily

McKinsey & Company Starts Hundreds of Job Cuts as Client Demand Slows

Open article: McKinsey Starts Hundreds of Job Cuts as Client Demand Slows by msn.com • 2 min read

McKinsey Starts Hundreds of Job Cuts as Client Demand Slows

Keyword research for a biotech SaaS should dictate the pages you create. 

For one, it shows what people are looking for and want. Secondly, it allows you to capture this demand.

For example, here are some considerations for lab management software and pages to build out based on keyword research (see screenshot).

"lab management software"
This is a page I would suggest under a Solution section. In comparison to related keywords, the search results (Google SERPs), the KD (keyword difficulty), and the $7.54 cost per click (CPC), it seems like the most ideal keyword to target for this type of software.

"lab inventory management software"
While there is some overlap with the above keyword in the SERPs, it seems that Google treats them separately. Thus, the intent merits a strong consideration for an individual page.

"lab freezer inventory software free" (way at the bottom)
While free software may not be part of the client's suite, optimizing for "lab freezer inventory software" can also work. However, it does underscore that there is volume for software like this, and a client can go after these searchers if they have a free trial.

These are just a few considerations for pages to build based on keyword research. Rinse and repeat until all applicable keyword targets are found and pages are scoped out.

#saasmarketing #biotechmarketing #lifesciencemarketing #seo

Old, expensive life science marketing tactics:

- tradeshow attendance
- print advertising 
- cold-calling 🤢

Better, inbound life science marketing tactics:

- SEO-friendly content for every stage of the buying cycle
- high-value gated assets that educate and inform buying decisions (and create leads)
- digital PR in key industry publications 

Today's buyers prefer to research solutions on their own, so it makes sense to meet them where they are in their buying cycle. 

#biotechmarketing 
#lifesciencemarketing

What are some best practices for inbound marketing?

SEO doesn't "happen overnight," but early indications of campaign progress are evident within a few months.

For example, an early indication that an SEO campaign is working is moderate keyword movement. 

This can mean keywords moving from outside the top 100 spots (past page 10) and onto page 5, for example.

We can see this type of movement by using a filter within our keyword tool to show keyword positions that have improved over a certain time period.

While this type of keyword movement rarely results in traffic increases, it does show that an SEO campaign is moving in the right direction.

It's easy to look at analytics Pageviews and think a campaign is not progressing, but in reality, keyword movement is one of the frontrunners of a successful SEO campaign.

Traffic might not come for many months, and generally only when you start hitting the top three rankings for keywords with decent volume, so look to reports like these that showcase where the gains are.

#seo #biotechmarketing #lifesciencemarketing

I've had the privilege of working alongside Kirby Grines for the past 5 years as VP of Marketing at 43Twenty. 

One thing I love about him is that he is the least boring person on LinkedIn and is not afraid to be himself... as demonstrated by this OTT rap teaser.

Let the bromance continue homie! 

#imdownwithott

https://lnkd.in/eqpz7ze7

Streaming Video OG | Entrepreneur | Advisor | Connector | Tastemaker

Netflix surpassed expectations with a 16% increase in subscriber growth compared to last year, while also beating quarterly earnings and revenue estimates. 

The company will stop reporting paid memberships from next year, emphasizing a focus on profit growth over subscriber expansion.

My b2b rap career launches tomorrow btw. Sign up for my newsletter to grab the full video.

#streamingwars #ott #video #media #entertainment  #streaming #tv #avod
#fast #svod #tvod #roku #tvos

A colleague new to SEO wanted my opinion on what areas of her website to work on as a priority.

"The ones that have the most business impact," I said.

Understandably for her, choosing whether to update dozens of alt text, title tags, compress images, work on site speed, or create new category pages was rather daunting.

SEO is not inherently difficult, but triaging your work so as to not waste resources and maximize business impact is.

That's what separates the good SEOs from the mediocre ones who default to the same order of operations for every campaign they work on. 

Max business impact comes first. The laundry list of other items comes after.

#seo #biotechmarketing


Which of these heart monitoring software homepage designs do you trust more?

Independent of the quality of the actual software these companies are selling, I bet I can guess which one you picked.

Today's buyers base their purchasing decisions on the aesthetic and subconscious trust of your website. 

Considering that B2B businesses usually get about 5% of their prospect's time in the entirety of the buying process, everything you do up to that point needs to work in your favor.

Make good impressions with good design.

#webdesign #biotechmarketing #biotech


You can't completely rely on your SEO software.

It may lead you to the boneyards ☠ 

For example, you'll be minding your own business, doing some keyword research, and finding something that Ahrefs might say is "Easy" to rank for based on its Keyword Difficulty (KD).

You might even do this multiple times, fueling your content calendar with a bunch of topic ideas that your team will spend hours researching, writing, and publishing. 

Then nothing happens. No traffic, no clicks, no leads, no movement. 

This is why you must take a closer look at the search engine results page (SERP). Ahrefs makes this easy so you can see it all within the dashboard.

In this example, I'd look at the DR (Domain Rating) of the top 10 sites and take a look at the domains that rank.

Clutch.co- DR90
Designrush.com- DR90
g2.com- DR90

It's not until you get down to the 9th position that there is something remotely small.

Unless I ran a high profile website with a DR80+, I would not consider this keyword anywhere near my wheelhouse.

The takeaway is that it is just as important to understand what you can't rank for as it is to understand what you can rank for. The allocation of resources should be planned accordingly.

#seo 


What do you do after a LinkedIn Lead Gen form lead is generated?

Here's the usual cadence:
- create a resource (white paper, webinar, eBook)
- target appropriate audience using Lead Gen forms
- run ads
- get emails (leads)

The reality of these "leads" is that they are not really warm leads. 

The likelihood that they are actively looking to buy a product like yours is very low and they should be treated as such.

Meaning, these leads:
- don't expect to be contacted by your sales team
- don't need to be blasted on LinkedIn with a link to your cal

Instead, consider them as leads to nurture into clients for whenever they are in the market.

- put them on your newsletter
- hit them with retargeting ads to move them down the sales funnel (I like case studies)
- educate them on why you're different than the competition

In short, planning the backend is as important as planning for the ad spend and resource creation on the front end.

Also, set your expectations accordingly. While these are called "lead gen" forms, these types of contacts aren't usually gonna fill your sales pipeline.

How to handle LinkedIn Lead Gen form leads?

What are the best practices for nurturing leads?

What are the limitations of LinkedIn Lead Gen forms?

If you're a biotech and launched PPC ads three months ago but are no longer enjoying the lead generation rates you did initially, it may be the below.

The market adapted.

Often, the reason Google Ads don't work as well as they initially did is because your competitors adapted.

They raised their bid amounts to ensure top of the page rankings, pushing your ads, and lead generation efforts, down.

The options are to settle for the scraps, or to raise your bid amounts to compete on the keywords that are most important to your brand.

#ppc #lifesciencemarketing #biotechmarketing

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