Establishing a marketing strategy for engineers and technical audiences is no easy task. We’re talking about content designed to resonate with highly specialized audiences who won’t be swayed by more emotional marketing. Who is this buyer persona ? We’re talking about professionals in medicine, IT, construction, and more. Who are looking for products or solutions to make their daily lives easier. In what we call “marketing for engineers” or ” industrial marketing ,” content. Is still king, but not just any type of content. Sometimes you have to break the established rules of. Marketing to reach this very specific audience and, above all, avoid these 5 mistakes.
Having unclear objectives
The first step in any marketing strategy is setting goals, and marketing for technical audiences is no exception. Keep in mind that whatsapp number database these goals should be shared by both your marketing and sales. Departments to optimize resources and boost conversions. Ideally, you should follow the SMART method, or in other words. Ensure that your goals meet five conditions: Specific , Measurable , Achievable , Relevant , and Time-bound . These conditions are especially important in the topic at hand: B2B marketing for engineers. As it involves very long decision-making and purchasing processes , with many phases and many actors involved.
These parameters will help us focus
Clearly and measure results correctly. 2. Not speaking their language Business writing experts tell us to avoid using highly specific language, as we risk missing out on a large portion of our audience. But if we want to target when a customer has an issue with an online order engineers, architects, programmers, and so on, we must do just the opposite. These buyers are bombarded by technical vocabulary that is part of their daily lives . Marketing to engineers and technical audiences is a difficult audience, as they tend to distrust advice from professionals outside their industry. Therefore, avoiding jargon or using it inappropriately is a telltale sign that you don’t really understand the realities of their industry .
To write effectively immerse
Yourself in technical documents, specialized websites , etc. And, above all, be sure to update your knowledge, as these sectors are phone number list advancing faster than any other. 3. Not knowing where your audience is Identify the environments your technical audience uses so they can find you. Here, we’re talking about both physical environments (conferences, scientific events, trade shows, etc.) and digital environments (social media, specialized forums, etc.). The vast amount of content you need to produce to implement a good B2B strategy will.