Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers.
While engineers do use social media, they tend to be passive participants making it hard to engage with them using those channels. To illustrate that point, here are a few key findings from the 2016 Social Media Use in the Industrial Sector report published by IEEE ENGINEERING 360.
I’m sure you know by now that you should market to people and not to a company or generic job titles. Yes, that is true and of course, engineers are people too. However, marketing to engineers is different and a challenge that most industrial marketers are struggling to overcome.
Adding to the problem is the fact that engineers and engineering teams are now more time-challenged than ever before. Take a look at some of the latest findings from IEEE ENGINEERING 360’s 2017 Pulse of Engineering Survey.
However, it is not all bad news, there is a silver lining to this time-crunch. This same survey also found that “Thirty-eight percent said that design involvement from external partners, vendors and customers has increased, which may represent an opportunity for suppliers to educate customers and become more involved in their work processes.”
Here’s where I see a big opportunity for industrial content marketing to effectively engage with busy engineers by recognizing that the pace of engineering is constantly increasing and the target audience is dealing with their own time crunch.
In my years of hands-on experience marketing to engineers, I’ve found the most effective way to earn an engineer’s trust and build strong relationships is with content marketing where in-house Subject Matter Experts (Engineers and technical people) are brought to the forefront and marketing remains in the background doing the heavy lifting. One engineer to another is a powerful marketing strategy.
Let’s start with a free 30-minute consultation to determine if this will be a good fit for both of us. It will be a friendly chat to get to know each other better, not a high-pressure sales pitch.