One of the most profitable sectors of the UK economy is engineering.
During 2018, the sector generated 21.4% of UK turnover, according to Engineering UK.
Engineering marketing presents some challenges. Engineers are very adept at seeing through marketing spin.
Without addressing their specific concerns and challenges, it is impossible to engage them.
This article from More Than Words Marketing, a B2B marketing agency and data broker, can assist you in marketing to any engineering firm.
Defining buyer personas
The objective of buyer personas is to create a comprehensive profile of your target audience.
Every engineering marketing plan should start here.
An engineering company can serve a variety of customers. Mechanical engineers have a different target audience than civil engineers, for example.
Any product or service you are supplying, should work towards helping them to sell their engineering services to that specific customer.
By knowing who you need to reach, you can make sure your content is relevant.
You can create different buyer personas based on basic information such as field and niche, as well as more in-depth demographics including location and job title.
It is important to understand that different types of clients will have different needs, and therefore need different marketing strategies.
Get a targeted database of engineering companies
Before you make a sale, you need to build trust with your prospects and customers.
To do this, it is crucial to deliver relevant messages from your first interactions with potential customers.
For a solid foundation in an effective marketing strategy, using database marketing allows your message to be seen by the right decision makers at the right time.
If you maintain an updated list of engineering companies, you will be able to access more information about individual engineers, such as their location.
You can then segment and target your marketing campaigns accordingly.
Create an email marketing campaign
Maintain relationships with your existing customers and reach out to potential customers via marketing materials.
There is a misconception that marketing emails are all about promotions and discounts. Strategic email marketing campaigns are all about delivering value.
Email newsletters can:
- communicate the benefits of products and services to specific engineering roles,
- share links to interesting, valuable news articles or videos,
- identify milestones and events that are coming up, and
- provide discounts on future services to prospects
You should use newsletters as a valuable resource for your subscribers – but avoid turning them into commercials.
It is important to engage people with your online presence, without turning them off with jargon or aggressive sales tactics.
Consider alternative forms of content
Engineers tend to think in terms of bottom lines, so they are always seeking in-depth, detailed, and relevant content from any marketing activities.
Try datasheets, cast studies, product demos, and how-to videos as part of your overall marketing strategy.
Make yourself an authority in your field
Many small engineering firms don’t see the difference between one supplier and another.
As long as you can show them that you’re capable, they probably don’t know the things that set you apart.
During the nurturing process, you’ll also be helping them develop their brand awareness and ensure it aligns with their pain points.
This isn’t just conjecture either. Among C-Suite executives, 41% think leadership plays a significant role in Request For Proposal (RFP) development.
Building trust between your brand and your audience is achieved by positioning yourself as an authority and your team as thought leaders
Having brand authority also demonstrates your capability, transparency, and trustworthiness, distinguishing you from your competitors.
You can achieve this by:
- making sure your website, blog posts, and advertising highlight your firm’s achievements
- positioning your leadership team as thought leaders to inspire confidence through their collective knowledge, experience, and training
More Than Words Marketing’s list of UK engineering companies puts you in direct contact with decision makers within over 33,000 engineering firms.
We also provide direct and digital marketing support, please call 0330 010 8300 to find out more.