How can industrial marketers reach out to engineers now that communication has shifted to online and content marketing? TREW Marketing and IEEE GlobalSpec partnered to conduct a survey and discovered the best ways to interact with technical professionals. Let’s dive into some key findings.
Technical Content Is King
The survey found that engineers preferred datasheets, case studies, and product/how-to videos over other types of content such as trade publication articles or infographics. When creating marketing pieces, consider using white papers and other informational pieces that will engage and inform this technically-minded audience.
Keep It Fresh
Over 90 percent of engineers surveyed are more likely to do business with companies that regularly produce new and current content. Your website is not something you can just set up and forget. You need new content to keep visitors engaged and coming back. However, before you start adding blogs, calculators, and other cool content, here are some things you’ll want to consider.
Simple Forms Are Best
When setting up a form for your engineering visitors to fill out, keep it simple. The four fields engineers are most likely to complete are first name, last name, work email and company. If you ask for more than that, you risk a higher drop off rate. You are better off asking for the basic info and then following up right away to get those mock ups and design schematics.
Stay Top of Mind
Most engineers will have three to four interactions with a vendor before communicating with them directly. Your online presence must go beyond your website. Periodic newsletters, social interactions, and a well-executed PPC plan will keep your business in front of the engineer as he takes the buyer’s journey.
The report found that while engineers do go through the usual buying process of research, decision-making and purchase, the way they go about it is unique. If you aren’t reaching them in the right way, you may not be reaching them at all.