If your business needs to reach engineers for a product or service then, this blog is for you. Understanding how these modern makers think—what makes them tick, essentially requires a multichannel marketing approach with a digital emphasis. Engineers are faced with compressed deadlines and now must turn around their project cycles faster than ever. Being efficient is a priority and the convenience of online research is just a few clicks away. Astute marketers are thinking steps ahead and placing the right content in the optimal channels aligned with the engineer’s buyer’s journey. Equipment specifications, product demonstrations, how-to videos, pricing, and supplier information are all sought after information online. Here are two considerations before beginning to map a content strategy to reach and engage engineers.
Mix Traditional and Digital Media Channels
Convenience and relevancy are equally important where weighing what channels are most appropriate to share helpful and informative content to engineers in the early research stage activities. Don’t immediately dismiss or overlook traditional media channels. They still play an important role to inform and engage. Print advertising, direct mail, tradeshows, public relations, and more are typically included in an integrated marketing approach. These are time-tested channels aligned with engineer behaviors when searching for new solutions or early information. However, the importance of digital channels needs to be a priority due to the fact that such a high volume of engineers’ initial research activities takes place online. Placing educational and often visual content on supplier websites, search engines, social media and online catalogs is imperative in order for a brand to be found.
Place Priority Content Everywhere
Any content strategy requires an intimate understanding of the audience. What are their preferred channels for each stage of the buyer’s journey? What type of content are they typically looking for? As marketers, having a deep understanding of your target audience is a must. Armed with research-based audience insights, marketers will be able to identify the most important content and essentially place it in multiple channels. For example, a company has a new product that offers wireless machine monitoring in a factory environment. Research shows that industrial plant managers, the primary audience in this example, are most interested in signal strength and battery life. Content like short videos and infographics demonstrating these features and benefits should appear across all owned media channels. This maximizes exposure and works to capture the attention of engineers researching online. Brand websites, trade media websites via PR and placement and promotion on brand social channels are a good start. Astute content marketers will take this to the next level and then integrate digital advertising channels such as SEM, paid social ads, digital display advertising and email marketing to further amplify the strongest, most relevant content. This comprehensive approach increases initial awareness with the target audiences filling the top end of the buyer’s journey funnel.
Understanding the most common high volume activities demonstrated by engineers provides the necessary insight to plan, create and target the right content, in the right channels, at the right time. Have a comment or thought to share with us? Or maybe you’re interested in finding out more how to improve your public relations and marketing programs? Please comment here and then visit our website to learn more about engineers through a series of short videos and download our free eBook, “What Makes Engineers Tick,” for valuable access to deeper marketing insights.