On the surface, marketing and engineering may seem similar mutually sectional activities. Just nothing could exist further from the truth. At the finish of the twenty-four hour period you have a business organization to run, and selling engineering services is your reason for existence.

63% of businesses view lead generation every bit their top marketing challenge, with 40% finding information technology difficult to find a comfortable ROI.

All the same, engineering firms – along with architects and structure companies – confront other unique challenges that other industries don't.

Because applied science is such a highly-technical profession, getting your message out in a way that resonates with your audience requires an actress layer of complexity that many marketing firms tin can't deliver.

Identifying the pain points and buyer journey of your potential clients while communicating with them in their language takes a high degree of manufacture expertise in order to execute an effective content marketing and lead generation strategy.

Besides, traditional B2B inbound marketing campaigns designed to capture and generate leads have to contend with the fact that technology firm clients tend to come in via referrals from their AEC counterparts due to a heavy reliance on industry connections.

Traditional B2B Marketing Programs

Of course, a sound marketing plan for your technology company volition rely on the traditional areas of focus, including:

  • Branding
  • Engaging website design
  • Content Marketing
  • Lead Nurturing
  • SEO
  • Social media

But acquiring and turning leads into potential technology firm clients requires some additional strategies. After all, you lot're not trying to sell like shooting fish in a barrel-to-define services which can exist easily summarized into marketing bytes.

This explains why 75% of industrial companies are anywhere from neutral to very dissatisfied with their marketing efforts and the fact that merely 38% of engineering firms intend to boost their marketing budgets.

Image Credit: customerthink.com

That's why we demand to become across the regular B2B marketing with specific methods tailored to your industry.

The RIGHT Marketing Strategies for Engineers

Unfortunately, many engineering marketing campaigns are sadly ineffective. A lack of central awareness of manufacture-specific challenges forth with the cookie-cutter marketing arroyo taken by most inbound agencies tin can ultimately stop up being a waste matter of fourth dimension, coin, and resources.

Yet the fact that so many engineering marketing efforts end up with abysmal ROI and poor conversion rates doesn't mean that inbound digital marketing won't piece of work for you. On the contrary, information technology tin can be highly effective; you just need to have the right marketing strategy.

What practice we mean past 'correct'?

Information technology means that you lot can't take a "spray and pray" arroyo to creating and delivering content. Your strategy has to be thoroughly planned and researched earlier writing a single word of content or marketing materials.

You'll demand to know:

  • Exactly who yous are going to target
  • Which keywords are the right buyer keywords
  • What their heir-apparent journey is, along with pain points
  • How you lot can solve their problems
  • What types of content will resonate with them

Let's examine some of the critical components that your marketing campaign will demand to successfully deliver leads while maximizing your ROI.

Marketing For Engineers: iii Essential Strategies

1. Target Architecture and Construction Leads

Paradigm Credit: CNBC

82% of firms go referrals from people who have never worked with them before rather than through existing clients. And then there's no question that recommendations are a vitally important way to go new clients – especially within the AEC industry.

As we mentioned earlier, referrals from architects and construction companies are likely a key means of clients. After all, someone who approaches a construction firm volition likely also need the services of an engineer.

As an engineering science firm, if you limit your marketing efforts to your potential clients only, yous are leaving a vast untapped resource on the table.

Therefore, the constant stream of referrals betwixt AEC players is important to nurture.

However, nigh businesses will only pass referrals along to businesses who are probable to render the favor. If you lot don't have enough referrals to send to an architect, for example, so you'll chop-chop discover that their referrals volition dry up.

That's why information technology'south then important to expand your marketing efforts across your own target audience to include structure and architect clients equally well. Sure, someone seeking an architect who reaches out to you won't immediately heave your revenue – merely they are a lead that an architect will find extremely valuable.

As time goes by, you'll be able to generate and so refer a steady stream of leads that your AEC peers will benefit from, prompting them to respond in kind.

Call back of this tactic as making an investment in future inbound referrals.

Let's face it: many of your potential technology clients don't see a difference betwixt ane firm and another. As long as yous can demonstrate that y'all are capable, they probably don't have much awareness of the factors that prepare you apart from your competitors.

When nurturing them along the sales funnel, part of your job will exist to aid them develop that make awareness, ensuring that it aligns with their pain points and shows how their problems can be solved.

This isn't conjecture, either.  41% of C-Suit executives cite thougth leadership as an important consideration when issuing RFPs.

Benefits of thought leadership

(LinkedIn, 2017)

Offset with the agreement that your firm is your make. Positioning your brand every bit an authorization and your squad every bit thought leaders tin can accomplish the post-obit:

  • It builds trust – your audience will see y'all as the skilful
  • Shows you are transparent and trustworthy
  • Demonstrates your capability
  • Differentiates you lot from your competition

To reach this, make sure that you lot:

  • Highlight your firm's awards and accomplishments on your website, content, and marketing materials
  • Position your leadership squad equally idea leaders – not only volition you put a 'man' face on your business, but yous'll inspire confidence through their collective experiences, training, and education

3. Speak Your Audience'south Language

When you're dealing with a sophisticated and knowledgeable audience, your content strategy has to be every bit strategic to exist successful. Merely what many marketers get wrong is declining to produce content that the target demographic will detect relatable.

For instance, a study found that engineers, themselves, develop a 75% higher trust value when other engineers author their content.

Epitome Credit: engineering.com

Earlier you can capture the attention of your qualified leads and covince them to take action, yous'll need to build that trust and potency. The easiest way to do that is to make sure you're creating highly-technical marketing materials and content that 'speak their language'.

Just put, you'll need to generate content that uses industry jargon, abbreviations, and terminology as much as possible. Doing so not only pulls the reader into your content more readily, information technology subsequently telegraphs that you understand their problems

It's a basic content marketing tactic, even so ane that then many B2B content creators fail to take reward of.

Remember These Essential Tips When Marketing For Applied science Firms

When putting together the marketing strategy to find clients for your engineering firm, remember that while the traditional B2B inbound methods such as SEO, content strategy, and branding are essential – they're often not enough.

Your sales and marketing efforts have to go beyond these approaches. Acquire leads to apply as referrals, positioning yourself as an authority, and ensure that your content uses the linguistic communication and terminology of your audience.

By putting these into practice, you'll be well on your fashion to increasing your client base and increasing your revenue.

When you're ready to start generating leads for your engineering company, Jumpfactor is a digital marketing bureau specializing in B2B technology and services marketing that can help y'all increase your acquirement up to 5X faster than your competitors. Contact us today!

Zamir is a seasoned entrepreneur with over 15 years of feel of providing good inbound digital marketing advice to a multifariousness of B2B clients. He has orchestrated the digital success of several organizations, with some clients getting 7000% ROI as a result. As a member of the Entrepreneurs' Organization, Zamir as well has over a decade of experience mentoring immature entrepreneurs. As for his keys to success? Zamir credits everything to meditation and focus.