Posts

Overcoming the Challenge of Marketing to Busy Engineers

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.

  • 82% of engineers and technical professionals spend no more than two hours weekly on social media for work-related purposes.
  • 70% of industrial professionals have never shared or posted news about their companies to their own social networks.
  • 64% of engineers and technical professionals say the biggest challenge in using social media for work is its inefficiency when compared to other methods such as search engines, supplier websites and online catalogs.
  • 55% said that social media has too much noise and not enough substance.

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Content Marketing to Engineers is Tough. And Getting Tougher

Every industrial marketer should sit up and take notice of some of the preliminary findings from a recent survey called the Engineering Marketers 2017 Survey conducted by ENGINEERING.COM. As you read through this article, pay close attention to the prediction and the recommendations for achieving success with industrial content marketing to engineers.

This post is a departure from my usual ones. It is a guest post written by John Hayes exclusively for my blog. In case you are not familiar with him (check him out on LinkedIn), he is the CEO of ENGINEERING.COM.

Take it away John!

Welcome to 2017. Engineering marketers are now well versed in content marketing. In a recent survey, 89% of engineering marketers said that they were using content marketing as part of their overall marketing strategy.

Engineering marketers using content marketing

And most of them are having success. In fact, 75% of the marketers who use content marketing say that it is working.

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