Have you ever thought about how digital marketing can help your business? In case you didn’t know, this is one of the main tools for companies and self-employed professionals to publicize their services, gain new customers and communicate with the market.
Check out the top digital marketing strategies for engineers and how they can help you get better results!
7 Digital Marketing Strategies for Engineers
Basically, the main objective of digital marketing techniques is to make your business – company, services or products – reach a greater number of people and attract more qualified traffic to you.
These strategies constantly evolve and adapt; while some are simpler, others have a higher degree of complexity.
With that in mind, check out the top 7 digital marketing strategies for engineers you shouldn’t leave out:
1. Have a website
The internet is today, the main means of researching and purchasing products and services. According to a survey carried out by Provokers, 96% of Brazilians search online for products and services from small and medium-sized companies.
Having a professional and well-structured website is essential so that this audience can find you more easily and know what you have to offer.
The website is today, a kind of business card, in which people can not only check your portfolio and the services you provide but also get in touch, have access to your contents, etc. In addition, the website is the first step towards a good ranking on Google’s result pages, an item that we will see later.
There are several platforms that allow you to create websites quickly and on your own, such as Wix, WordPress and Webflow, for example. Another alternative is to hire a professional to do this.
2. Create a blog
Hand in hand with the website is the blog. The production of relevant content is one of the main digital marketing strategies and has become practically a mandatory step for those who want to attract more customers and build an image of authority in the market — and all this at a very low cost. In fact, content marketing can cost up to 62% cheaper than conventional marketing and generate up to three times more leads.
For this, you need to invest in the production of original content that is relevant to your audience, answering their main questions and solving their main problems.
One of the main points that should guide the creation of guidelines for the content that will feed the blog are keywords, specific terms that show the most sought-after subjects within your niche of activity.
So that the search for these terms is not based on guesses, it is important that you know your target audience and creates your business persona (representation of the ideal customer profile). Based on this mapping, there are several online platforms that can help you find the best keywords for your content.
The main ones are:
- Keyword Explorer (Moz)
- Keyword Planner (Google Ads)
- keyword tool
Source: Caiçara Engineer
3. Practice SEO
SEO (Search Engine Optimization) is a set of best practices that helps you optimize your website’s content — including your blog — in order to improve your ranking on the search results page in major search engines such as Google and Bing.
And this has everything to do with the keywords we mentioned earlier. After all, when a user does any Google search, he does it using specific terms based on a question, problem or need.
SEO techniques should be used to adjust all the content on your website to the searches made by your audience, helping to direct them to your website.
Among the main practices we can highlight:
- Use of your business keywords on the blog and in the website texts;
- Adequacy of each URL, page title, and photo to these terms;
- Structuring texts into topics and short paragraphs;
- Use of visual resources that enrich the content, such as videos, infographics and images.
4. Invest in user experience
According to the TIC Household survey, in 2017, cell phones became the main form of internet access in Brazil. And what does this have to do with digital marketing for engineers? Simple: some of the main criteria analyzed by search engines for ranking websites are related to the user experience on each page.
If most people access the internet through their cell phones, it is essential to invest in responsive layouts that adapt to any device that is accessing the site, and in specific mobile versions for smartphones and tablets.
Another important point is the usability of the website. The time each user spends on each page and the load time are two other factors Google takes into account when ranking the results. Therefore, the site’s content and layout should be optimized in order to make it lighter and thus improve the user experience, preventing him from simply closing the page and migrating to the competition.
There are online tools that allow you to check the speed at which your site loads and also provide ideas on what to do to improve its performance, such as GTmetrix, Pingdom Tools or Google’s PageSpeed Insights.
5. Use social media
Make no mistake: having active profiles on social media is one of the main digital marketing strategies for engineers. To give you an idea, on Facebook alone, there are more than 127 million Brazilians connected. It’s too big an audience to ignore, isn’t it?
In order to be effective, however, dissemination on social networks must be strategically planned. First, you need to identify where your audience is present. It’s no use creating a Twitter account if your customers use Instagram more.
The next step is to create content that generates audience engagement and helps to attract attention to your brand and drive traffic to your website. For this, it is necessary that the content generates value for users, respecting the particularities of each platform.
Finally, you need to evaluate the results. One of the great strengths of social networks is providing access to valuable metrics that allow you to assess the performance of each publication and the page as a whole. This is fantastic for finding out what kind of content generates the most engagement and what actions can be taken to improve its performance.
6. Invest in paid ads
While many digital marketing strategies for engineers focus on organically attracting potential customers, ads are equally important and effective.
These are paid ways to increase your business’ visibility and reach on major search platforms and social media through sponsored links.
The main platforms are:
- Google Ads
- Facebook Ads
- LinkedIn Ads
- YouTube Ads
- Instagram Ads
One example is Google searches. When a user performs a search, the first sites that appear prominently are paid ads, programmed for a particular keyword.
7. Bet on email marketing
The user who arrives at your website or your social networks is not always prepared to close a deal or hire your services. In this sense, one of the most effective strategies to convert these leads is email marketing.
For a better understanding, let’s assume that a potential customer who browses your site is interested in downloading rich content (eBook, webinar, etc.) or simply subscribe to your newsletter. In both scenarios, to move forward, that person will have to fill out a form that will include, among other information, their email address.
From that moment on, with this data in hand, you can start to nurture these leads with content that keeps you engaged in your business, passing on relevant information, offering discounts or keeping you up to date with the company’s news, for example.
This relationship is essential to optimize results and increase the number of conversions and sell more.
We hope you have answered all your questions about digital marketing for engineers. Have a question? So leave us a comment!
If you want to make your strategy even more effective, don’t forget to hire marketing automation software as well.
A lahar is an inbound marketing software that helps you generate leads and turn them into customers. And you can focus your actions on a single tool, as the software offers functionality to manage social media, landing pages, marketing automation and more.