Does your industrial content resonate with engineers?
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- Category: Industrial Marketing
We are all consuming more content (written, visual, audio) than ever before. However, that doesn’t mean we will consume anything out there. The same can be said for engineers. They have specific criteria for the content they are looking for and look in particular places for it.
According to a recent GlobalSpec survey on the state of marketing to engineers, they point out that:
- Engineering purchasing decision maker’s average content consumption is 12 hours a week.
- A company’s website is one of the most preferred sources of information for engineering professionals, and most engineers will go directly to a company’s website to find the information they seek.
- The two most valuable social media platforms right now for engineers are LinkedIN and YouTUBE.
- 77% of engineers seek out and read research data on LinkedIN.
- 42% of engineers surveyed find technical publications to be the most trustworthy places to find industry experts.
- While conducting online searches, an engineer will browse at least five pages of results to find what they are looking for.
- 46% of engineers will view at least six pieces of content while selecting a company to work with.
- 36% of engineering professionals responded that they will request a proposal from a vendor based on the content they find on their website.
So how can you be sure that your content will grab their attention and resonate with them? Here are four tips that will help:
1.) Be honest and authentic about any issues or claims
No one likes to talk about the negatives of their products and services however being upfront about imperfections can help to create an environment of trust between your company and the engineer. Be sure to include viable solutions to these problems. If you make a claim, back it up with actual data. Finding the right balance of honesty paired with solutions makes your content more powerful for engineers.
2.) Make it as specific as possible
Engineers aren’t looking for the usual fluff marketing claims or vague references that may work for other less-technical industries. Make your content highly focused either by industry, problem, or product. Use concrete examples, short direct phrases, and be as specific as possible.
3.) Always start with the problem and any possible solutions
Engineers seek out your content to solve a problem or pain point they are experiencing, and as such, your content needs to get to the point as quickly as possible. Don’t start with distracting features or a sales pitch. 72% of the engineers surveyed stated that they overwhelmingly prefer content focused on a product or service and solutions over application or other criteria. Begin your content explicitly stating the problem and the potential solutions your product or service offers them. Leave the features and information about your company for the end.
4.) Give them a deep technical dive if possible
Once you have their attention, don’t be afraid to delve deeply into the technical information. Engineers find content that includes specific technical details to be the most valuable information in their decision-making process. If possible, include items such as (but not limited to) relevant datasheets, CAD drawings, demo videos, case studies, or white papers to help illustrate and back up your content. Allow them to draw their own conclusions based on your content, yet guide them through it with helpful insights, facts, and technical details.
Engineers are constantly looking online for new ways to do their jobs more efficiently, utilizing the best products or services that match their needs. They spend a lot of time on company websites, industry sites, technical publications, social media platforms, and search engines, looking for content to help them make better decisions. Making sure that your content resonates with them will increase the likelihood that they will consume it. They want to work with companies with the resources and technology to produce what they need, and they will only know that you can help them if you create and share content that shows them that. Make sure they know that you are the expert they are looking for.
All industrial – all the time!
With over 30 years of experience, The Rico Group specializes in helping industrial manufacturers and job shops grow their businesses and diversify their customer base. We are your bolt-on marketing department. Our solutions give you the full capabilities of an in-house marketing department at a fraction of what it would cost you to hire a full-time marketing crew. We know how engineers think and what they are looking for. We know your processes, equipment, and materials. We also know that you have very little time to take away from your production and getting your customer’s orders delivered.
Are you interested in seeing what your current digital marketing efforts are doing for your company? We offer a free comprehensive analysis of your company’s online marketing to give you insights into your digital footprint and how you can improve it. The report also comes with an in-depth competitor analysis and a free expert consultation to review the information with you and answer any questions you may have.
Also, please grab a free copy of our comprehensive digital marketing success guide to help you accelerate your job shop’s growth. The guide walks you through generating more qualified leads for your industrial manufacturing company.
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Grow your manufacturing business with better marketing with The Rico Group.
www.thericogroup.com (805) 497-7401