Posts

Content and Social Marketing: Connecting and Engaging with 10K+ Engineers

Most marketers agree that content marketing and social media have become mainstream B2B marketing strategies. Nine out of ten B2B marketers are now using content marketing to grow their businesses, according to the recent study released by MarketingProfs and Junta42|Content Marketing Institute.

The reason for not using content marketing that I hear most often from my industrial clients is “we don’t have and/or can’t produce enough content that our customers (engineering, technical and manufacturing professionals) will find valuable.”

This is a problem across the board for B2B marketers as reported by the same study – the largest challenge is “producing the kind of content that engages prospects and customers” (36% of respondents). One-fifth say that “producing enough content” (21%) and “budget to produce content” (19%) are their greatest challenge in content marketing.

It is very refreshing then to find an engineering company like Texas Instruments (TI) successfully use content and social marketing to reach and engage with over 10,000 design engineers and customers. Headquartered in Dallas, Texas, TI is a global company that develops analog, digital signal processing, RF and DLP® semiconductor technologies used in consumer and industrial electronics products.

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Is Your Industrial Website Still Just a Business Card?

Unless you’ve been on a very long sabbatical from industrial and manufacturing marketing, you very well know that your website should be the hub of your online marketing.

Why should you care about your company’s website? Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. She said,

“Treat your website as if you were hiring a six-figure salesperson. If you were going to put them on the street, what would you do? You’d arm them with information about the marketplace. You’d arm them with information about your products and how people use them. Then you’d put that person in front of the audience and check with them.”

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5 Things Industrial Marketers Must Do to Attract Engineers and Turn Them into Loyal Customers

Contrary to popular beliefs that engineers are consumers too and therefore one must market to them as people first, I believe marketing to engineers is different. Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions.

I should know — I am an engineer too. So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it.

Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers. Here are my top five industrial marketing lessons:

Lesson #1: Save them time
Most engineers, especially design engineers are already overloaded with work. Anything you can do to help them find the right information quicker will score big with engineers. Having a search function on your website is no longer an option, it is a requirement. You need to move beyond the free Google Custom Search tool for websites.

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5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers

If you are a manufacturer or a provider of technical services, your website needs to be aligned with the buying process of your prospects and customers. Today, technical buyers and engineers expect suppliers to have a substantial online presence with a website packed with relevant content in a variety of formats and easily searchable. Is your site ready for this shift in expectations or do you need a website redesign?

I’m sure you’ve read many times that engineers hate marketing/marketers and they want only the facts. Those punch lines and stereotypes may be amusing but they won’t really help you come up with an effective site redesign. How do you engage engineers and technical buyers on your website and build deeper relationships and achieve higher conversion rates?

Rule #1: Natural or organic search engine optimization (SEO)

In the research phase of the industrial buying cycle, engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. Unless your website shows up in the initial phases, you are probably not going to be considered in the next step, which is the comparison stage.

It shouldn’t be an afterthought because retrofitting SEO after the redesign is typically not very effective and usually costs more. Read more

Your Company Web Site Must Be the Hub of Your Online Marketing

Your company Web site is the top online marketing option when it comes to marketing to engineers, technical, industrial and manufacturing professionals. This is according to a new white paper from GlobalSpec called "Marketing to Engineering, Technical, Industrial and Manufacturing Professionals: What’s Working Best Today."

The white paper cites statistics from their recent surveys of their target audience, which show that:

  • 90% have used the Internet to find components and suppliers
  • 85% go online to obtain product specifications
  • 74% use the Internet to conduct research
  • 68% use the Internet to search for technical application ideas

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