It can be challenging to promote engineering products and services.
The development and maintenance of an engineering marketing strategy requires time and ongoing research.
With a digital marketing strategy, you can engage your target audience and enhance your company’s presence in the marketplace. As well as providing high conversion rates, this increases revenue for businesses.
However, while many companies have diverted much of their spending to social media and digital marketing in recent years, direct marketing still has a role to play in generating sales and leads.
As an experienced data broker and B2B marketing agency, at More Than Words Marketing we always advocate for an omnichannel approach to marketing.
Below we’ve outlined our tips for getting as many marketing touches into the engineering buyer journey as possible, via the digital and traditional marketing channels most likely to succeed.
Search Engine Optimization (SEO)
The next step after your website goes live is to make sure it’s easy to find. SEO plays a vital role in this. The search engine optimisation process is used to maximise website traffic from search engines.
You shouldn’t expect immediate results from SEO, but it is a long-term digital strategy that informs your existing customers, increases your brand awareness and doesn’t cost money.
Original content
Users and search engines love high-quality content, which can range from articles and videos to tutorials and guides.
By developing and publishing insightful content, you will reach the most qualified prospects.
Moreover, when people find helpful content posted by your business, they are more likely to want to learn more about the products and services you offer.
Social media
Social media is often overlooked by B2B businesses, but it opens up opportunities for communication among customers from any sector.
With social media, you can demonstrate the principles, beliefs, and identity of your company, and position yourself as a thought leader in your field.
Use your social media platform to share posts on important technical topics, industry news or innovative ideas.
Keep the content you share as interesting and relevant as possible to encourage engagement.
Email marketing
Email marketing is an effective way for companies working within the manufacturing and engineering industries to interact with clients and potential employees.
There is a good chance that all your clients have email addresses and, as with content marketing, email marketing is more valuable than standard promotional messages.
Marketing via email is an effective way to generate sales/new businesses, and you can easily track your marketing campaigns by tracking open and click through rates.
In addition to delivering specific messages of value to your target audience, it helps you strengthen relationships you already have with current clients and potential clients.
You can also reach a wider audience, including those who don’t regularly engage with social media.
Testimonials
It has been found that 3 out of 4 customers are more likely to trust an organisation with positive reviews.
You can improve your brand’s reputation by encouraging your customers to write online reviews, and displaying them prominently on your website and social media.
Over time, receiving online testimonials improves customer service, builds credibility, and provides social proof to prospects and customers.
Managing your online reputation
The following steps should be part of your strategy for maintaining your reputation online:
- analysing your firm’s digital presence,
- planning and implementing a marketing goal for public relations,
- obtaining positive online reviews from customers,
- making sure that you have a strategy for resolving disputes, and
- tracking online mentions for your firm.
Thousands of business, school, and government decision makers are included in More Than Words’ marketing databases.
When you use targeted databases as part of your marketing strategy, you have complete control over who receives your messages, via which channels, and their subject matter.
To find out more about our engineering company data list contact us on on 0330 010 8300, or you can find out more at www.morethanwordsuk.co.uk
