Industrial enewsletter marketing and your engineering customers
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- Categories: Industrial Marketing, Marketing Tips
Enewsletter marketing or email newsletters should absolutely be part of your industrial content marketing strategy. Why? They work.
Enewsletter marketing, especially in industrial sectors, is incredibly effective for promoting your content, positioning your company as a leader in your industry, and nurturing leads. Your target customer is most likely an engineer; they play a vital role in the purchasing decisions for technical products and services. A recent IEEE GlobalSpec marketing for engineers study found that:
- 43% of engineers subscribe to multiple email newsletters
- 89% of engineers found email newsletters to be valuable
When we talk about enewsletters, we aren’t just talking about the ones your company puts together in-house and sends out. We are also talking about trade enewsletters sent by third parties (think enewsletters you receive from industry tradeshows, publications, and directories). You typically gain access to third-party enewsletters by buying space in them. These are particularly effective because they come from a source the engineer trusts and mix your content and message with other content that the engineer may be looking for. Your content will also be able to reach beyond your company’s lead lists to a much broader, engaged, and motivated potential customer base. These third-party enewsletters are the perfect place to promote white papers, technical articles, and other relevant, engaging content.
When putting together in-house enewsletters or selecting ones to run paid content in, your industrial audience needs to be the main focus of your efforts. It would be best if you were sure that your message is delivered to the correct people at the right time and that they see value in what you send to them. Two of the best questions you can ask yourself before putting your campaign together are “what is in it for them?” and “why should they read my enewsletter?” Your technical professional customer is a busy person who receives many emails. Your message must stand out and be valuable to them to get them to open the email and read the content. If it does, enewsletters are incredibly powerful marketing tools for your company.
One last quick tip:
As you can see, enewsletters are more valuable to engineers than posts on social media platforms, ads, or your company blog alone. When coupled with relevant videos, your enewsletter or paid enewsletter content will be almost irresistible. Engineers and technical pros really love video. According to the IEEE GlobalSpec study linked above, 84% of the engineers surveyed stated they regularly watch how-to videos, training videos, presentations, interviews, new trends, and product demos.
Your engineering customers and potential customers want to be informed, educated, and made aware of new industry developments. Enewsletters are an excellent way to stay in front of customers or potential customers while showing them that you are the solution provider and expert they need.
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.
Interested to see what your current digital marketing efforts are really doing for your company?
We offer a free comprehensive analysis of your company’s online marketing to give you insights into what your true digital footprint is and how you can improve it. The report also comes with an in-depth competitor analysis and a free expert consultation to review the report with you and answer any questions you may have.
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