Establishing the ideal Marketing Strategy for Engineers is very important if you want to grab their attention and also make them trust your business. Every manufacturing or engineering firm can find it difficult to attract engineers, and that’s why it’s important to develop a great inbound marketing strategy as quickly as possible. With that in mind, there are different strategies and ideas you can use, depending on your business and what you want to achieve.
Create high-quality content for social media
Many engineers use social media websites, especially something like LinkedIn. This is why it’s extremely important to ensure that you always deliver the best content you can for your audience. One thing to note is that the attention span on social media is rather short.
As a result, you want to create content that’s short, yet to the point. Social media can be a great outlet to not only talk with engineers about industry news, but you can also publish case studies here too, in the form of links to your website. It’s a great way to generate traffic, and your audience will appreciate this immensely too.
You can use social media as a way to spread the word about completed projects, industry news, and remember to add visuals. These make the user experience better and show that you are indeed offering great insight and value. That alone will make a huge difference.
Publish outstanding, great content on your blog
Yes, blogging is a great Marketing Strategy for Engineers, and it can bring in some amazing benefits and results. Not only is it efficient, but it also makes it easy for you to educate your audience. Consistency is key, so you want to publish content as often as possible. We also recommend keeping it varied, so you want to provide webinars, case studies, ebooks, and anything that’s relevant to your industry. Short yet informative news pieces can also be helpful.
At the same time, you want to add links to other websites, just to solidify your research and make it easier for people to verify the information themselves. This helps boost your leadership in the industry. In time, you can become the go-to option for anyone interested in engineering. With that, you will generate a lot more exposure and leads/customers, which is exactly the thing to pursue in the long run.
Create an informative email newsletter
Despite the fact that some might not think email marketing is still successful, that’s clearly not the case. Email marketing is extraordinary, it can help you develop a great bond with your audience, and it also makes it easier to become an industry authority. What kind of content should you share via your newsletter? A good idea is to have ebooks, webinars, promotional offers, new products, anything that’s interesting for engineers, as they are your audience. Emails are known to bring a very good conversion rate, and that’s exactly the thing you want to pursue. Use that to your advantage, and you will be incredibly happy with the experience.
Establish a great landing page
Usually, when you send emails, you direct your audience towards your landing page. This is the page where you share all the information you need about your products or services that you expect people to buy. With that being said, the main role of a landing page for engineers is to persuade them to act. That means you must write punchy, clever, high-quality content that will bring in the high engagement rate you expect.
Of course, no Marketing Strategy for Engineers is foolproof, especially when it comes to landing pages. That’s why most of the time you want to do A/B testing and see what people like, which content is not appealing to them, and so on. Doing changes all the time is what will help improve the experience, and in the end, it will just eliminate most of your concerns. It’s important to take your time and create a good landing page that’s informative but also fulfills its purpose to generate leads or even sales.
When you start promoting your content, it’s extremely important to start segmenting your leads as you move them down the sales funnel. There are many different ways you can do list segmenting, via using data you acquired from forms or the overall interaction you got from your customers based on the content they liked. Segmenting is crucial because it helps you target specific groups of engineers that like certain content types. It eliminates concerns while pushing the experience to the next level. That’s a great idea, and it definitely makes things a whole lot better every time.
Share comparison-focused content
Comparison articles are always a great inbound marketing strategy for engineers because it shows the benefits and growth of certain technologies. You can also use it as a way to grow interested in certain ideas, and that alone can make a huge difference. When we talk about inbound marketing, you always want to ensure that you deliver great content that influences and helps your audience. Which is why creating comparisons, reviews, and that kind of content that can help create or at least deliver a certain opinion does help quite a bit.
We recommend creating a mix of content too. Between videos, blog posts, social media images, and short videos, all of those can be informative for engineers. You want to have content that reaches all audiences. After all, not everyone likes to read content, they might like videos more. Some enjoy infographics filled with relevant information.
At the end of the day, a great inbound marketing strategy for engineers has to cover all bases and ensure that your audience has an amazing experience. We recommend taking your time, implementing the right ideas, and always pushing the limits of creativity as much as possible. Creating a content map and preparing content early on also helps, since it can eliminate concerns and help you focus on the delivery of fresh, exciting information for your engineer audience!
While it is true that creating high-quality engineering white papers can be time-consuming, there’s no question they can help build your brand reputation. If you need help creating a comprehensive engineering white paper for your company, drop us a line!