2D Sales Drawings
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Marketing to engineers, especially in a business to business (B2B) setting is really different! Why? Because engineers typically think and behave differently when researching possible purchases. Obviously knowing and meeting your customers needs and expectations is essential for success. But, what may be less obvious, is that doing so may help you compete against even the mega marketplaces (such as Amazon.com and Walmart.com).
This CMI published ‘TREW Marketing’ research, How to Create Content for the Technical B2B Buyer notes several key points about engineers including:
Recommendations for Industrial Suppliers
The CMI Blog post makes excellent recommendations about technical content:
Here’s our take. We agree with their recommendations about technical content but we think they aren’t sufficient for success, at least for industrial suppliers, so listed below are 3 additional content marketing recommendations specifically for industrial manufacturers and distributors of industrial components and parts.
1. Offering the right online content is the only way to address engineers’ online needs and expectations today! Your content should capture and authoritatively present your engineering knowledge so customers can access and use it. Your website needs to be the primary platform for your content which should include:
2. Inbound or Content Marketing certainly starts with the right ‘content’ but the ‘marketing’ part is essential too! It begins with SEO (see B-SMART), at least the free and perhaps also the paid-for variety (CPC), so your content is found via online searches. If you are doing CPC here’s a key tip, just as you know it is usually easier, faster and cheaper to sell more to existing customers, so it is easier, faster and cheaper to focus your online marketing on previous visitors to your website via re-marketing. Re-marketing Lists for Search Ads (RLSA) has existed since 2012 – if you’re not using RLSA to adjust your bids, keywords, and text ads you should look at it because it can increase your click thru’ rates (CTRs), cut your CPC costs and increase your conversion rates. Content marketing also requires many other activities from content promotion (for example syndicating your CAD models to your partner websites or CAD portals like 3DModelSpace.com) to link building.
3. For efficiency and cost reduction as industrial suppliers adapt their businesses to conform to current and future needs customers you’ll likely need other content capabilities too, including:
How this Helps Compete with Amazon?
As mentioned in the opening paragraph, meeting the customer needs of engineers can “help you compete against even the mega marketplaces.” Engineers want deep product knowledge and expert technical support from suppliers of complex products. Amazon now has ~15 million products listed, so how deep can the technical knowledge and support be? You can compete with you technical content and support. Having said that, you can also leverage Amazon as another sales channel, your company could also be an Amazon Business Reseller and sell, via Amazon, your excess inventory lines or products that don’t need much support.
As always, please add a comment below. If you’d like our opinion on your situation or want to see an online demo, please call or click either button below: