In the dynamic marketing world, engaging technical audiences, particularly engineers, requires a tailored approach beyond traditional marketing strategies. This blog will navigate through 10 tips, shedding light on the significance of embracing inbound marketing, optimising your website, understanding engineers' search behaviours, and leveraging marketing automation.
1. From Megaphone to Magnet - Embrace Inbound Excellence
Shift your approach from the traditional and entire focus of outbound methods to the power of inbound marketing.
The most valued sources for engineers are search engines and supplier/vendor websites. Embracing the magnet revolves around the idea that businesses must position themselves to be found by their target audience through inbound strategies.
New methods involve creating B2B YouTube, LinkedIn and other strategies to become omnipresent in a noisy market.
2. Elevate Your Website: The Heart of Marketing
Please look at the critical role of your website as the linchpin of successful marketing, especially for engineers. Engineers, known for their analytical approach, heavily rely on websites to gauge technical competence and credibility. You can elevate your website from a digital presence to the primary avenue for trust-building and shaping brand perception.
Use the right tech stack to ensure that interest is appropriately captured.
3. Master Content Craftsmanship: Trust Through Knowledge Sharing
Become a master of content craftsmanship by consistently providing valuable and current content. From our customers, we know that around 90% of engineers prefer engaging with companies that offer regular content, mainly when authored by engineering experts and thought leaders.
Subject matter expertise becomes the cornerstone of your content strategy!
That content must be further distributed across all your channels and repurposed consistently.
4. Decode Engineers' Search Habits: A Relentless Pursuit
Understand the tenacity of engineers in seeking reliable information. Engineers often are willing to go beyond the first page of search results. Adapt your strategies to align with engineers' relentless pursuit of information, ensuring your presence where they actively seek valuable insights.
That also involves investing in SEO strategies, especially with the upcoming launch of Google's Search Generative Engine (SGE). It would be best if you thought now about other techniques that will make you seen in an ocean of content.
5. Optimise Lead Forms: The Art of Fair Exchange
As we see more often from data, engineers' willingness to provide information in exchange for valuable content will decrease, especially if you ask them for more than five pieces of information.
If a prospect feels that there's a fair exchange of information, they are more likely to enter their information. We are fans of making as much accessible for your audience as possible, as the industry's high abandonment rates are standard.
If your free content is better than your competitors' gated shit, you win.
The discussion extends to marketing automation and tools that streamline lead management and ensure timely responses, aligning with engineers' expectations.
6. Manners in Marketing: Gratitude as a Competitive Edge
Express gratitude and offer additional resources post-lead form submission to gain a competitive edge. We're always doing that for our customers. Imagine a dedicated landing page for your prospects right after they sign up for a webinar to consume more exciting content and to keep them hooked.
There's nothing worse than announcing an event eight weeks before it takes place and then leaving your audience hanging without any additional resources or nurturing emails to keep them engaged.
Engineers are more inclined to do business with a company that acknowledges their engagement. Have you considered interacting with them on LinkedIn by sending them a personal voice note or message?
7. Align Marketing with Engineers' Buying Process
Are you aligning your marketing strategies with sales efforts as the buying process happens online? Engineers prefer extensive online research before engaging with sales, necessitating a shift in marketing to guide them effectively through the buying process. This alignment ensures a cohesive and efficient customer journey.
Zero Moment of Truth (ZMOT) is a term coined by Jim Lecinski (Vice President of Sales for Google) that describes the change in the consumer's buying decision journey following the advent of digital media. Lecinski contends that digital media stimulates the consumer to start a research process.
There's nothing worse than launching a marketing campaign and not having all the necessary sales enablement assets ready for your team to use in prospect calls.
8. Content Atomisation: Optimisation, Amplification, Repurposing
Apply product marketing principles to your content strategy. Treat content with the same rigour as a product by focusing on optimisation, amplification, and repurposing. You can maximise the impact of your content through these practices, ensuring your audience keeps being engaged and has brand visibility.
Our dedicated APEX content atomisation system helps you get the maximum out of your content.
9. Leverage Marketing Automation: Efficiency & Agility
Embrace marketing automation software as a game-changer for efficiency gains. Use it to empower your team in managing diverse aspects of marketing (+ sales) strategies with agility. Marketing automation is critical to scaling your business and getting more work done in less time.
Some examples of automation software we use ourselves or have used in the past:
10. Adapt to Change: Continuous Learning for Marketing Resilience
Acknowledge the ever-accelerating pace of change in the marketing landscape. Encourage continuous learning through research reports, live webinars, and workshops. Staying ahead of evolving strategies becomes imperative for businesses aspiring to thrive in the competitive technical market.
- Have you already adopted AI tools?
- Do you have a LinkedIn strategy in place?
- Does your team have a social media content plan?
- How do you build more trust with a YouTube B2B system?
- Do you know how to properly do (deep tech) product marketing?
- How can you utilise social media to sign more clients & hire more A-level talent
Commit to adaptation and learning as the foundation of marketing resilience in an environment where change is the only constant.
Your Company Deserves Great Marketing!
Jousef
Jousef Murad
Author
Engineer, Marketer & Founder of APEX
