Smart Marketing for Engineers

by Rebecca Geier

For a full-color, free version of this e-book, visit guide was written specifically for small to mid-size (SMB) B2B companies selling to engineers and scientists. Just like other companies, you have unique challenges and opportunities when it comes to marketing. Based on our decades of experience building hundreds of customized marketing programs targeted to engineers and scientists, we have written this guide to help you get started. It provides a smart, prioritized approach that helps technical business leaders build and execute an efficient and effective marketing program where every dollar and every hour spent drives results. And it starts with a plan.In this 6-part smart marketing guide, you will 1: Position and Plan- Start Here for Best ResultsYou have grow your business, gain more leads, launch a new product, break out of the same old services and innovate. But where do you start? How much time will it take? And how much it will cost? In this part we describe the TREW Approach, and help guide you to define your business goals, the desired timeframe to achieve them, and an investment strategy.Part 2: Your Website - Where Engineers Go FirstYour website plays a critical role in communicating with clients and prospects. After building your plan, there is arguably no more significant marketing investment you can make than your website. We layout 5 components that will take you from designing to measuring your dream website.Part 3: Content Is KingCompelling content is vital to your marketing efforts, engineers need and expect technical content such as white papers, data sheets, and detailed customer testimonials. We identify the four key content investments your company can make that will increase trust, strengthen perceived value and brand loyalty, gain a higher click-through rate for content placed on your website, and ultimately generate new leads and sales.Part 4: Search Marketing - Get GooglizedYou know you need to optimize your website, but are not sure what steps to take, or perhaps you wonder why your past tactics failed to produce the desired results. This part pulls the previously discussed techniques together with an important focus on driving visitors to your site through search engine marketing, using a combination of search engine optimization and pay-per-click advertising.Part 5: Direct Marketing - Convert Your Leads to SalesStaying top-of-mind with prospects and customers and keeping them engaged is a challenge all companies face. Direct marketing is a cost-effective, efficient tool to nurture prospects and move them "down the funnel" and closer to a sale. Here we explain how to use direct marketing to keep your database informed, drive prospects to your website, and demonstrate your technical expertise.Part 6: But What About Twitter?One growing area that receives much hype, but is often misunderstood, is social media, primarily LinkedIn, Twitter, and Facebook. Just like paid media (aka, advertising) and earned media (aka, PR), social media has its own set of rules, best practices, and costs.

Genres: Business

257 pages, Paperback

Published February 21, 2022

Reviews

[Samuel Taggart · Rating 5 out of 5]

Great content for marketing to engineers. They do think differently. Here is an evidence based approach.