Great Content: The cure for the engineer’s marketing allergy
How to speak that engineer marketing language
The first rule of marketing is know your audience. Find out what they want. Connect with them and show them how you will solve their problem like no one else. Reach your audience on a personal level. Get in their head.
Yet, for right-brained marketing creatives, getting inside the head of analytical engineers is like getting in the head of a calculator: challenging to impossible. To market to engineers, you must think like an engineer and speak their language. This leaves some marketers at a loss, running with fluffy, feel-good messages that ultimately fall flat or come off as less-than-credible.
When selling your technical product, your customer’s engineering team is comprised of critical decision influencers if not THE prime decision maker. No matter who ultimately ends up pulling the trigger, you need the engineers to buy-in if you want to grow your sales. Engineers play a vital role in the sales process—you’ve got to reach, connect and influence them to close the deal.
So, how the heck do you speak to engineers on their level? What makes an engineer tick?
Inside the head of an engineer
Engineers really are a different breed. The usual stereotype of a stubborn, analytical introvert probably comes to mind. While this picture may hold a grain of truth in certain cases, it’s important to let go of stereotypes and understand what really appeals to the mind (and heart) of an engineer.
You see, engineers undergo an extremely rigorous academic curriculum and their jobs demand they pay strong attention to detail. The adage “measure twice, cut once” refers to this trait. Engineers are even more valuable to their organizations for how they think, just as much as the skills they bring to the table.
But despite this specific way of detailed thinking, most engineers are extremely humble and even insecure about what they don’t know. Most are also self-aware enough to realize how much they don’t know. Engineers primarily rely on their own perspectives to make decisions, but they also know there is likely someone outside their immediate area of expertise (read: knowledgeable salesperson) who will further educate them about a product. That’s where YOU come in.
Appealing to engineers is key to marketing in the technical world
It’s the rigorous attention to detail and calculated decision-making that makes engineers so valuable during their company’s purchasing process. While typically not the final decision maker, 69% of engineers provide input into the buying decision, making a huge impact when it comes to closing a sale.
Clearly, winning this group of influencers for a technical product purchase is critical. But how do you market to engineers?
Being measured decision makers means engineers are naturally skeptical. They’re taught to question every message they hear and compare it with their own experience and knowledge. This careful way of thinking leads to innovation and progress—where engineers really excel!
Because of their skepticism, traditional marketing and advertising are unlikely to work with this consumer group. They rely on their acquired method of thinking, research and judgment to filter out irrelevant preliminary options before calling in the expert. Engineers don’t commit to buy until they’re completely comfortable with their understanding of a product. To appeal to technical experts, marketing itself must adapt and offer what the engineer craves the most: information-packed, relevant content.
The 2017 Smart Marketing for Engineers Research Report sheds light on engineers’ methods of learning about a product. Over 90% of engineers said they’re more likely to partner with a vendor who produces new and current content. Why? Because engineers love to be informed.
They want to learn before they commit to the purchase.
This means engineers do their research. They spend time reading up on your product, knowing the specs and compatibility with current equipment and understanding exactly how it works, often BEFORE they’re in your purview. If an engineer contacts you? Well, you know he or she has already done their homework.
Where do engineers go to research before they buy? The top 5 sources they turn to are:
|Content Source||% Surveyed Engineers’ Usage|
|Online technical and trade publications||29%|
|Printed technical and trade publications||27%|
From the table above, it’s clear that engineers prefer easy-to-access, powerful, informative technical information. Furthermore, 3 of the top 5 content sources are digital, signaling that engineers value convenience and expedience in accessing information.
After consuming enough content to provide sufficient confidence in the final few options, an engineer is happy to engage with a product expert. Though confident in their ability to sift the product offerings down, they seek affirmation to ensure the recommendation or purchase is the best choice. If they receive this validation, the salesperson will gain the engineer’s unwavering brand loyalty. Backed by individual research and external validation, engineers see no sensible need to conduct the exhaustive research effort again. When they’re ready to buy, they don’t hesitate.
When engineers are presented with direct, succinct and logical information, they’re ready to buy and the confidence they need to converge on a buying decision increases dramatically.
Engineers are willing to spend time reading mid- to long-form content, like case studies, e-books, books and whitepapers. How-to videos are also a great way to appeal to engineers, especially for those engineers between 25 and 35 years old.
Driven by logic, engineers use the power of information to educate themselves about a buying decision. Due to their pragmatic method of thinking, the input provided by engineers is sought out and highly valued by final decision maker. Developing marketing strategies to target this unique influential group is critical to success. If you want to sell a technical product, you should be marketing to engineers.
Engineers want and expect informative content. The data shows investing in well-researched, carefully crafted, long-form content has a high likelihood of return when targeted at engineers. Instead of traditional marketing methods with flash, humor and emotional appeals, engineers need a more technical marketing meal.
Engineers also tend to stick with solutions that work. Rather than reinventing the wheel, they’re busy working bigger and better inventions. For you, this means that when you’ve won over an engineer, you’ve got a customer who will stick with you for the long haul. Business owners are smart to reach out to this technical audience to win the race for their initial and repeated brand loyalty.
So, the real question is:
How much informative and educational content is your company providing to appeal to your engineering targets? Time to get started creating better content for engineers. First step, develop your content marketing strategy. Let’s chat!